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Welch Allyn needed to launch a digital campaign for the iExaminer, a medical device adapter for their ophthalmoscopes. Targeting physicians-in-training and practicing physicians, the group conducted extensive research on their product usage, point of purchase, and online media habits. The team developed a feasible and affordable digital campaign, from concept to execution ideas, that Welch Allyn can execute to drive conversion. The plan was presented to Welch Allyn representatives who highly commended the team's focus on growing brand awareness, building customer value and relationships, improving purchase intentions and metrics-driven marketing plan.