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Go-to-Market Blueprint

Mindray Resona A20 GTM Launch Strategy

Confidential

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Document Purpose

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

This document is meant to define how Mindray will deliver its new Resona A20 premium ultrasound product to health system professionals in a way that achieves competitive advantage, aligns teams, and drives business growth.

This document includes detailed sales and marketing plans, informed by foundational market and audience insights, to provide commercial teams with a blueprint for the execution of go-to-market (GTM) initiatives.

R1 Note – 06/13/25:

Version 1 is being presented to provide an overview of the initial recommended GTM strategy, as well as 'nice-to-have' ideas for consideration.

The objective of Round 1 is to gather initial Mindray stakeholder feedback and tactic prioritization for launch.

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Contents

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

GTM Strategic Foundations
Customer Journey Mapping
GTM Sales & Marketing Strategy Overview
Detailed Channel Strategies
Measuring Success
Paid Media Execution Guidance
Next Steps

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GTM Strategic Foundations

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Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Market Opportunity & Growth Trends

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Market Growth	U.S. premium ultrasound market exceeds $2.6B, with growth fueled by demand for image quality, automation, and AI integration AI-powered ultrasound growing at 10.4% CAGR, outpacing the broader category Institutions are consolidating purchases to fewer multi-purpose systems that serve radiology, vascular, and shared services Value-based care and non-invasive imaging reimbursement are accelerating system upgrades
Buyer Trends	Radiology departments are under pressure from staff shortages and increasing caseload complexity — creating demand for systems that are faster, smarter, and easier to use Sonographer burnout is driving a preference for ergonomic, low-friction tools with AI automation and fewer manual steps Imaging Directors and Operations leaders are leading procurement, prioritizing TCO, system flexibility, and service responsiveness Millennial and Gen X buyers favor vendors who demonstrate innovation, transparency, and hands-on partnership — not just legacy reputation
Strategic Fit for Resona A20	Premium performance, redefined: Delivers high-end imaging without the complexity or rigidity of legacy systems. Scalable by design: Modular platform adapts to evolving departmental needs—flexible today, future-ready tomorrow Built for the real world: Ergonomic design, intuitive UI, advanced features are tuned for diverse body types, and fast-paced workflows helping reduce burnout and increase productivity Value without compromise: 5-year warranty and white-glove support offer predictable TCO and lasting peace of mind

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Product Overview

The Resona A20 is a premium radiology ultrasound system built for clinical clarity, user comfort, and operational efficiency. Powered by advanced imaging technologies and a modular, future-ready platform, it delivers precision diagnostics in demanding hospital and shared service settings. Customers can purchase the base tech with optional upgrades or the Apexx tech package with all-inclusive software package for upfront cost savings.

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

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Core Innovations:

Acoustic Intelligence Technology (AIT): Built on the foundation of hyper-parallel computing, Free-wave technology combined with FreeBeam minimum variance beamforming and FreeIQ intelligent image processing leads to consistent, high-quality imaging across the full field of view
Acoustic Free Matrix (AFM) Technology: Engineered for unmatched fidelity, the AFM ensures minimal signal distortion, delivering soundwaves with remarkable integrity. Our matrix-thin slice eliminates noise and sharpens resolution. Each element is crafted thinner than a human hair, ensuring razor-sharp acoustic control and capturing never-before-seen details
Super Resolution CEUS: Powered by the AIT platform, SR CEUS capabilities reveal intricate microcirculation details of lesions at the micron level, aiding in microcirculatory perfusion studies for a multitude of clinical applications
HD Scope+: Proprietary technology for advanced tissue characterization, providing unmatched contrast and clarity in every clinical scenario
STVi: Sound Touch Visco-Elasticity allows for the dual assessment of stiffness and viscosity — advancing liver and breast diagnostics
V Flow: Vector flow imaging for accurate, real-time assessment of true hemodynamic flow patterns
AI-Assisted Tools: Automated measurements, multi-parametric analysis and diagnostic indicators, and real-time, one-screen assessments support fast, confident decision-making

NA Product Differences (versus Global):

Same core technology as global systems, refined to fit U.S. workflows and ergonomic expectations:

Optimized hardware for bedside access and portability (non-motorized cart)
Software calibration is adapted to higher BMI populations and broader body habitus

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Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

SWOT Analysis – Resona A20 in U.S. Market

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Opportunities

Strong appeal to younger radiologists and Gen X leaders who are open to non-legacy solutions
Leverage peer review and clinical validations to build trust
High-value proposition with low TCO that supports ROI-driven decision-making
Surge in demand for intuitive systems that address burnout and reduce strain
RSNA and live demos offer prime channels to prove performance and gain visibility

Threats

Deep-rooted loyalty to GE, Philips, and Siemens among senior stakeholders
Competitive OEMs dominate search rankings, keyword bidding, and educational content
Risk of being boxed into “budget brand” territory unless our story emphasizes performance
U.S. buyers may remain cautious due to unfamiliarity with Mindray’s support model

Strengths

Premium-tier imaging features (AIT, FreeBeam, HD Scope+, STVi, SR-CEUS) rival top OEMs as an innovator
Scalable, ploppable, intuitive interface with ergonomic and user-centric design
Five years of coverage, bundled training, and ongoing software updates. Delivering standout total value without the need to replace equipment
Positioned as a credible, innovation-driven challenger to incumbents

Weaknesses

Still emerging in U.S. ultrasound compared to competitors—limited brand familiarity and perceived risk
Global messaging lacks emotional or workflow-centric resonance for NA buyers
Sales process and content library are still maturing; top-funnel visibility remains low
Perception of complexity or training ramp due to unfamiliar interface

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Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Target Audience Overview

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Segment: Radiology and vascular providers looking to offer premium ultrasound imaging services to their patients.

Key Targets: Hospitals and for-profit/non-profit health systems, vascular labs, imaging centers, dedicated breast centers, and high-academic research institutions.

Exclude: Private practices, dedicated MFM centers, dedicated cardiology labs.

Decision Drivers: Premium image quality with advanced tools (latest technology), workflow efficiency, ergonomic design, long-term value, and responsive service.

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Target Audience: Key Roles

Mindray Resona A20 GTM Launch Strategy – Discovery Findings

Decision Makers

Sonographers: Require intuitive, ergonomic systems that reduce strain and streamline scans.
Radiologists: Seek diagnostic consistency, peer validation, and faster clinical throughput.
Imaging Directors / Radiology Admins: Focused on TCO, budgets, service reputation, and team productivity.
C-Suite: Prioritize enterprise ROI, vendor consolidation, and proven performance across facilities.

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Influencers

Hospital Procurement Teams (including Supply Chain Managers): Oversee pricing, contracts, and final approvals. Supply Chain Managers focus on standardization, cost-efficiency, and long-term vendor value.
IT: Needs straightforward implementation, software stability, and low-maintenance integration with existing systems.
Biomedical Engineering: Evaluates serviceability, uptime, and long-term maintenance burden of new systems.
Finance / Budget Office: Reviews capital spend and TCO to ensure purchases align with organizational financial goals.

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Persona Profiles – Decision Makers

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Persona	Goals	Barriers	How We Win	Buyer Roles in the Decision Process
Suzy the�Sonographer	Minimize strain, �scan confidently.	Burnout, new tech learning curve.	Emphasize ergonomic design and intuitive UI.	Strong informal veto power, �if they reject the system, adoption fails.
Randy the�Radiologist	Confident diagnosis, efficiency, consistency.	Skepticism of challenger brands.	Peer validation, reproducibility.	Often key influencers, particularly in academic and hospital settings.
Molly the�Imaging Director	Justify purchase, reduce downtime.	Budget limitations, brand bias.	Warranty, training, �total value.	Holds final�purchasing authority.
Charlie the �CXO	Enterprise value, long-term vendor alignment.	Fragmented fleets, rising operational costs.	Standardization, scalability, cost containment.	Drives strategic vendor selection and multi-site purchasing decisions.

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Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Persona Profiles – Influencers

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Persona	Goals	Barriers	How We Win	Buyer Roles in the Decision Process
Polly the Procurement Officer	Pricing transparency, contract compliance.	Complex RFPs, legacy contract inertia.	Simple onboarding, flexible terms, responsive support.	Gatekeeper for procurement, executes deals, enforces terms.
Ian the IT Director	System stability, smooth integrations, minimal support burden.	Limited bandwidth, wary of unfamiliar platforms or vendors with unclear support.	Plug-and-play setup, low maintenance needs, strong U.S.-based service, and 5-year warranty.	Technical gatekeeper who evaluates risk, confirms integration, and flags red flags for procurement or leadership.
Ben the Biomed Manager	Maintain uptime, ensure device serviceability, and reduce long-term maintenance needs.	Concerns about service access, spare parts availability, and non-standard systems from lesser-known brands.	Demonstrate reliable uptime, bundled service plans, and clear maintenance protocols backed by U.S.-based support.	Technical influencer who reviews service specs and maintenance burden; may flag risk to admins or IT.
Felicia the Finance Director	Control capital spend, validate ROI, and reduce total cost of ownership over time.	Skepticism toward mid-tier vendors, pressure to justify costs across multiple stakeholders.	Highlight predictable TCO, strong warranty, scalable configurations, and clear financial value vs. legacy brands.	Budget approver reviews capital investment proposals and assesses alignment with organizational goals.

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Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Strategic Recommendations & Path Forward

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Own the Challenger Narrative�Adopt a bold and confident voice that leads with premium imaging/technology innovation and ease-of-use (ergonomic and workflow efficiency), supported by TCO and service.

Why it matters: It’s important to confirm the A20 delivers premium imaging on par with top brands, but real differentiation comes from workflow impact, usability, and support.

Fill Funnel Gaps�Develop missing top-funnel storytelling to drive awareness, and bottom-funnel assets to support decision-making. This includes ROI calculators, buyer guides, comparative case studies, and KOL FAQs.

Why it matters: Mid-funnel content alone will not convert skeptics �or build trust across roles.

Claim the Digital Search Space�Launch additional targeted SEO and SEM campaigns to compete on category and comparison terms, and long-tail keywords.

Why it matters: Competitors are dominating in search. Mindray must have a strong search presence to earn trust and compete.

Make It Personal�Develop a clear strategic messaging framework that defines messaging priorities by persona and makes the audience feel heard.

Why it matters: Customers expect brands to know them on a deeper level. Strong content execution requires personalization and emotional connection.

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Customer Journey Mapping

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Customer Journey Introduction

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What is the Customer Journey?�The customer journey is the path a buyer takes from initial awareness through decision-making and post-purchase engagement. In complex B2B healthcare environments, this journey involves multiple roles—each with unique needs, influence levels, and pain points.

Why it Matters:�Understanding the journey helps us deliver the right message to the right person at the right time. Tailored messaging by role increases relevance, builds trust, and shortens sales cycles. This approach aligns sales and marketing activities to the real-world decision process, not just an internal funnel.

How to Use These Slides:

Each Track (A/B/C) represents a key audience group based on buying role:

Track A: Clinical Decision Makers (e.g., Sonographers, Radiologists, Admins)
Track B: Business Decision Makers (e.g., C-Suite, Procurement/Supply Chain, Finance)
Track C: Operational Influencers (e.g., IT, Biomed)

Use these frameworks to guide campaign planning, demo messaging, follow-up strategies, and content sequencing across the funnel.

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Scrolling LinkedIn/Instagram, attending tradeshows, reading industry updates	Watching demo videos, downloading proof PDFs, reading testimonials	Booking demos, reviewing sales kit, discussing with team	Using demo unit, attending in-booth or site-based training, sharing internal feedback	Participating in a peer panel, providing testimonials, sharing success with peers
Discover new ultrasound tech, stay current with innovation trends	Evaluate image quality, workflow compatibility, and ergonomic claims	Validate product fit and recommend with confidence	Confirm clinical claims, minimize learning curve	Boost professional credibility, influence others
Interest in learning more, search web and/or visit website for more information	Request a demo, fill out a form, contact a rep	Prefer A20 over current systems after demo, begin procurement process	Quick adoption across users, share positive clinical feedback with leadership and peers	Participate in peer demos or become a reference user
LinkedIn & Meta ads, YouTube teaser videos, tradeshow signage, email teaser, website homepage	Website interactive demo, email (Track A nurture), retargeting ads (carousel/video), SEO blog content, Comparison Download CTA	Landing page (Book a Demo), post-demo email (ROI calculator, testimonial), Track A sales folder (cheat sheet, proof deck)	Training touchpoints, onboarding email, digital toolkit access (Quick Guide, video walkthroughs)	Peer spotlight request, Post-event recap email, Social post with quote feature, Invitation to contribute to blog or webinar

Customer Journey Map Track A – Clinical Decision Makers

STAGES

AWARENESS

CONSIDERATION

DECISION

DELIVERY & USE

ADVOCACY

Customer Activities

Customer Goals

Touchpoints

Experience

Open

Curious

Evaluative

Cautiously Optimistic

Relieved

Supported

Satisfied

Valued

Proud

(Sonographers, Radiologists, Imaging Directors)

Mindray Desired Action

Track A is all about our clinical decision makers — the sonographers, radiologists, and imaging directors who will actually use the system day to day.

These are hands-on users. What matters most to them? Image quality, ease of use, and how efficiently the system fits into their workflow. We know each one is a little different with different needs but generally, that's what this group cares about.

Our job is to take them from being curious to being confident — and the way we do that is by proving real-world value in their environment.

Just to note — while we’ve included delivery, onboarding, and advocacy stages in the journey map, those moments are more operational in nature. This GTM strategy is focused on marketing and sales — what we can influence before and during the buying decision.

Here’s how that breaks down by stage:

At the awareness stage, we want them hearing — from their peers and from us — that Resona A20 delivers the clarity and ease they’re looking for.

During consideration, the goal is to spark enough interest that they raise their hand for a demo.

By the evaluation stage, they should be asking deeper questions — wanting to see side-by-side comparisons, case-based use, and clinical proof. That’s where our content comes in.

And finally, at adoption, we want more than a user — we want an internal champion. Someone who says, ‘This made my job easier,’ and advocates for it within their team.

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Seeing leadership-focused LinkedIn ads, brief interactions at industry events	Downloading ROI tools, clicking nurture email, comparing vendors	Requesting custom proposal, attending demo or executive briefing	Overseeing implementation feedback, reviewing early usage reports	Supporting PR case, endorsing in executive roundtable, offering reference call
Identify innovative vendors that align with strategic priorities	Understand business value, ROI, and strategic alignment	Justify investment, minimize financial and contractual risk	Ensure financial efficiency and user satisfaction	Gain recognition as a forward-thinking decision maker
Positive sentiment for Mindray brand and awareness of A20 benefits	Include A20 in the consideration set, cost-benefit analysis	Align on A20 as product choice, commit to funding, develop contracts	Review favorable profitability and usage metrics, scale to other parts of the org	Share success stories with peers, trust in long-term TCO, support, and scalability
LinkedIn awareness ads, YouTube shorts, Tradeshow signage and social proof, Website hero messaging	Email (Track B nurture), ROI calculator landing page, Comparison carousel, retargeting on LinkedIn, Programmatic display	Landing page (Executive Demo), email follow-up with Value Brief & TCO worksheet, Field Sales enablement (Track B folder)	Onboarding overview email, ROI re-cap summary, internal status update templates	Social quote card, invite to co-author blog or appear in ROI-focused webinar, email (Thank you for reference/participation)

Curious

Open

Analytical

ROI Focused

Internally Aligned

Reassured

Invested In Outcome

Empowered

Respected

Customer Journey Map Track B – Business Decision Makers

(C-Suite, Finance Director, Procurement/Supply Chain)

STAGES

AWARENESS

CONSIDERATION

DECISION

DELIVERY & USE

ADVOCACY

Customer Activities

Customer Goals

Touchpoints

Experience

Mindray Desired Action

Track B is very different from Track A. Here, we’re speaking to business decision makers — people like finance leaders, health system executives, and IDN purchasing teams.

These buyers aren’t hands-on with the system — they’re focused on the big picture. ROI is their language. They’re asking: ‘What’s the long-term value? Will this scale? Does it streamline my vendor list? Etc.

They’re not quick to act, but they’re open — especially if we meet them with the right proof points.

So here’s how we need to think about their journey:

At the awareness stage, they’re not reading clinical studies — they’re in industry journals, payer platforms, or exec roundtables. We need to show up there with a message about value, not technology.

In consideration, our desired action is subtle but meaningful — maybe they download a TCO worksheet, or browse a vendor consolidation piece. That’s our signal they’re thinking seriously.

At evaluation, we want them building the internal business case — using our data to justify budget, with our support.

And finally, at adoption, it’s about confidence in ROI. We want them to either sign off or heavily influence the purchasing decision — because the numbers make sense.

What makes this track different is mindset. Track A asks, ‘How does this feel in my workflow?’ Track B asks, ‘How does this pay off over five years?’ And we’ve got to answer both with equal precision.

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Browsing industry content, hearing about Resona A20 from internal teams	Reviewing integration checklist, comparing uptime stats, reading service FAQs	Joining final evaluation meetings, advising on support costs and infrastructure	Overseeing install prep, onboarding with service team	Providing internal reference, supporting procurement validation
Stay informed about new systems; prepare for tech conversations	Ensure technical fit, support expectations, and vendor responsiveness	Confirm system compatibility and service reliability	Ensure seamless deployment and low disruption	Influence future tech standards, strengthen vendor partnership
Positive sentiment for Mindray brand and awareness of A20 benefits	Validate ease of implementation and serviceability	Verify security and compliance protocols, recommend A20 as the low-friction choice, prep for implementation	Successfully integrate A20 with existing systems, remark on how easy the process was and how low-maintenance the system is	Champion the A20 in internal tech and budget reviews
Programmatic ads (reliability, integration), SEO (workflow blogs), Tradeshow exposure via clinical peers	Email nurture (Track C), Download Tech Checklist, Website FAQ content, Retargeting with integration reminders	Tech Demo Invite LP, email follow-up with Maintenance FAQ, Field Sales Track C folder with tech playbook	Onboarding email, service schedule template, integration FAQ follow-up	Follow-up email for internal feedback, invite to co-author IT insights blog, email (Thank you for tech support)

Readiness To Explore

Cautious Interest

Technically Focused

Vigilant

Happy when received

Supported

Professional Pride

Collaborative

Respected Expert

Customer Journey Map Track C – Operational Influencers

(IT Director, Biomed Manager)

STAGES

AWARENESS

CONSIDERATION

DECISION

DELIVERY & USE

ADVOCACY

Customer Activities

Customer Goals

Touchpoints

Experience

Mindray Desired Action

Track C is the operational backbone — the people who keep everything running smoothly. Think IT, Biomed, and anyone responsible for integration and service.

They’re not focused on imaging quality or ROI. What they care about is: Will this plug into our systems without a hassle? Is it reliable? Will it create service headaches?

This audience probably can’t green-light a deal, but they can absolutely slow one down — or accelerate it — based on how confident they feel.

So our strategy with them looks like this:

At the awareness stage, the key message is simple: this won’t break your workflow. Clean integration, low maintenance, no drama.

In consideration, we want them to start asking informed questions — and for our spec sheets to be what they reach for to get answers.

During evaluation, we want that informal but essential ‘thumbs up’ — no objections that would derail the buying process.

At adoption, the ideal outcome is operational endorsement. They’re the ones who say, ‘This system just works,’ and that kind of peer validation carries weight.

What makes this track different is they’re not asking if it’s impressive — they’re asking if it’s predictable. And our goal is to make the answer to that an easy yes.

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GTM Sales & Marketing Strategy Overview

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GTM Campaign Strategy Overview

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Objective:

�Establish a market presence and drive adoption of Resona A20 by targeting large hospital systems and imaging centers. The strategy must engage three key audience segments—clinical decision makers (e.g., sonographers, radiologists), business decision makers (e.g., finance, procurement, C-suite), and operational influencers (e.g., IT, biomed engineers)—by demonstrating innovative technology, superior user experience, and the lowest total cost of ownership (TCO) versus incumbent systems.

To convert these complex decision-making units in a crowded market, it's not enough to target personas—we need to design experiences that meet each group where they are, speak to what they value, and move them to action. The GTM strategy should deliver tailored, role-specific experiences across digital, in-person, and peer-driven channels to maximize resonance and conversion.

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GTM Campaign Strategy Overview

Clear, Differentiated�Value Proposition

Deliver consistent messaging across channels that communicates A20’s innovation & image quality, superior user experience, lowest TCO, data & AI readiness.

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Segmented, Persona-Based Experiences

Make experiences feel personal through role-specific web expces, email drips, and sales decks. Incorporate dynamic content personalization via marketing automation tooleriens, if possible.

KOL Advocacy and�Real-World Proof

Partner with trusted clinicians and imaging directors to add credibility and real-world proof to messaging and sales conversations.

Paid + Organic�Channel Integration

When paid and organic efforts align, it builds credibility and trust with cautious clinical buyers. Paid media drives awareness and conversion, while organic channels deepen education and build long-term authority. Together, they engage each segment wherever they are.

High-Impact Event and Tradeshow Presence

Develop standout tradeshow experiences with collateral, branded giveaways, and integrated onsite lead capture systems. Drive booth traffic with pre-event media and warm new leads via post-event nurture campaigns.

Sales Enablement and Decision Support

Reps have mere minutes with clinicians. They must deliver clear and digestible messages to capitalize on those moments. Modular, persona-specific detail aids, ROI calculators, objection-handlers, and email templates will help sales reps maximize customer touchpoints.

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Recommended Campaign Deliverables – High Priority

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Channel	Tactic
Owned	Web Experience Mindray.com/na Product Page Blog Articles FAQ Libraries Competitive Comparison Grids Educational PDFs Product Brochure (Digital) Cost-Benefit Infographic Technical Specs Product Trailer Video Lead Gen Landing Pages Lead Magnet Assets ROI/TCO Calculator Case Studies Whitepapers	Social Media Posts (LinkedIn, Facebook & YouTube) Email Series (Lead Nurture) Employee Email Signature Banner
Paid Media	LinkedIn Ads Meta Ads Paid Search Ads Trade Media Ads (Print & Digital)
Earned	Press Releases

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These are the high-impact, high-utility assets — the ones we'd consider as foundational.

They’re not just creative for creative’s sake. These are purpose-built to move our key audiences through the funnel — to drive awareness, trigger demos, support evaluation, and ultimately, help sales close.

We built this list knowing we don’t have a final budget yet. So we focused on the most essential pieces — assets that deliver the most value per dollar and can scale across multiple channels.

Each one is tied to a specific part of the buyer journey. These aren’t generic — they’re designed to speak directly to the needs of clinical, business, and operational stakeholders in ways that feel relevant and compelling.

If we do nothing else, doing this well gives us a strong, credible presence at launch and enough flexibility to adapt as we go.

This is how we show up in market — the foundational pieces that move buyers from curiosity to commitment.

Owned Media:

These are core assets we fully control. We start with a strong product page on Mindray.com, supported by blog articles, FAQs, comparison grids, and educational PDFs.

We build lead gen assets like whitepapers, ROI calculators, and case studies to support deeper evaluation and conversion.

The trailer video serves as a visual hook for use across events, ads, and landing pages.

Paid Media:

These are our awareness drivers. LinkedIn and Meta allow us to target by role and specialty. Paid search captures intent in real time. Trade media gives us credibility in trusted clinical and business environments.

Earned & Shared:

This is how we amplify. Press releases broaden reach. Organic social keeps us top-of-mind. Email nurture flows help convert interest into leads.

The employee email signature banner is a simple, high-exposure tool that extends our message into everyday inboxes.

Together, these assets give us the surround-sound presence we need to educate, engage, and convert — with room to scale based on budget.

_________

Owned Media:

These are the assets we fully control — and they do the heavy lifting in education, conversion, and long-term credibility.

Web Experience: Starts with a strong product page on Mindray.com. This is our conversion engine and credibility anchor.
Blog Articles, FAQ Libraries: Designed for SEO, awareness, and deeper education — perfect for both early-stage interest and specific objections.
Competitive Comparison Grids & Educational PDFs: These are great mid-funnel assets — used during evaluation or even as leave-behinds for sales
Product Brochure, Cost-Benefit Infographic, Technical Specs: Essential for anyone doing due diligence — clinical, business, or biomed.
Trailer Video: This is the sizzle reel — perfect for events, ads, or landing pages. A concise, visual overview of value.
Lead Gen Pages & Lead Magnet Assets: These drive conversions — gated content like whitepapers or proof tools that turn interest into pipeline.
ROI/TCO Calculator: A must-have for business decision makers — helps them justify spend internally.
Case Studies & Whitepapers: These add credibility. Peer proof, outcomes, and long-term value stories tailored by specialty or use case.

�

Paid Media:

These are our awareness and traffic drivers — focused on scale and precision.

LinkedIn Ads: Ideal for business and operational targets. Great for persona-based targeting and content distribution.
Meta Ads (Facebook/IG): Good for clinical audiences — especially sonographers. These are visual, engaging, and cost-efficient.
Paid Search Ads: Intent-driven — we capture interest the moment they’re actively searching terms like ‘ultrasound comparison’ or ‘best liver imaging.
Trade Media Ads: Print and digital placements in trusted journals give us third-party credibility with clinical buyers and reinforce value with executives.�

Earned & Shared:

These amplify reach through credibility and internal alignment.

Press Releases: Strategic distribution around launch, major events, and endorsements — reaching buyers and analysts alike.
Social Media Posts: Ongoing organic content across LinkedIn, Facebook, and YouTube helps us stay top-of-mind.
Email Series: Persona-based nurture flows — sequenced to guide leads from awareness to evaluation.
Employee Email Signature Banner: A low-lift, high-exposure tactic — it gets the message in front of thousands of inboxes every week.

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Recommended Campaign Deliverables – High Priority (cont.)

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Channel	Tactic
Events	Immersive Booth Experience KOL Presentations Event Landing Page on Website Pre-Event Marketing Campaign Post-Event Nurture Campaign
Sales-Enabled	Sales Training Decks Sales Presentation Decks Detail Aids	Objection Handlers Leave-Behinds Product Brochure (Print) Clinical Highlights Sheets
Internal	Internal Communications Email Series Town Hall Meetings Intranet Materials

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This slide rounds out the core essentials — what we need in-market, in-field, and inside the company to make this launch successful.

For Events:

We’re focusing on a differentiated booth experience, backed by KOLs and supported with a digital footprint — pre-event campaigns, landing pages, and post-show nurture to turn booth traffic into pipeline.

For Sales:

This is about enablement, not just education. Sales decks, training materials, and persona-specific aids give our reps what they need to pitch effectively and close confidently.

For Internal:

We’ll build internal momentum through town halls, targeted email comms, intranet resources — and give employees the tools to answer questions and share the story.

These aren’t extras — they’re how we operationalize the strategy and make sure it lands across every touchpoint.

______

Events:

Let’s start with events — because for our audience, seeing is believing.

Immersive Booth Experience: This is where the product speaks for itself. Hands-on, interactive demos. Clean visuals. A setup that highlights our differentiators — not just displays them.
KOL Presentations: These build instant trust. Hearing respected voices talk about their experience with A20 will always go further than marketing language.
Event Landing Page: Every major event gets its own digital hub — pre-event info, live schedules, post-event content. It’s how we extend the experience online and keep people engaged.
Pre-Event Campaign: We’ll prime the audience with VIP invites, paid ads, email reminders — everything to make sure we don’t just show up, but show up with traffic.
Post-Event Nurture: And after the show, we strike while the interest is fresh — behavior-based email flows, retargeting ads, and demo follow-ups tailored to what they saw or asked.

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Sales-Enabled:

Now onto sales enablement — because even the best product won’t move if our team isn’t equipped.

Sales Training Decks: These are more than product overviews. They go deep into buyer needs, positioning, and objection handling.
Sales Presentation Decks: We’ll build 15-, 30-, and 60-minute options — with KOL support and mobile-ready versions so reps can flex based on their audience.
Detail Aids: From comparison grids to diagnostic image decks, these are the tangible proof points that support evaluation.

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Internal Activation:

Finally, internal alignment. We want every Mindray employee to be a brand ambassador.

Email Series & Town Halls: Build excitement, educate on messaging, and connect the internal dots between product, brand, and campaign.
Intranet Materials & Objection Handlers: Make it easy to find what you need — FAQs, talking points, and response tools right at your fingertips.
Leave-Behinds (Print): Tangible materials — brochures, clinical highlights — that reinforce value and support longer sales cycles.

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Recommended Campaign Deliverables – Nice-to-Have

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

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Channel	Tactic
Owned	Virtual Demo (Video or Interactive Exp) KOL Testimonial Videos Lead Magnet Content Assets Webinars & Webinar Recordings Email (Purchased List)
Paid Media	Programmatic Ads (Pulsepoint, Medscape, DV360) Cross-Platform Retargeting Ads YouTube Ads Doximity Ads Sermo Ads
Earned	Event Press Coverage Trade Media Articles Third-Party Review Program (G2, Capterra, MedicalExpo)
Events	Geotargeted Booth Traffic Campaign (During Event) Buzz-Generation Tactics Event Sponsorship Local Hotel & Taxi Advertising
Sales-Enabled	Sales Incentive Program Launch Gift Branded Swag
Internal	Launch Party Digital Scavenger Hunt

Trellist Marketing & Technology | Confidential

This next set is where we can start to stretch — creatively and strategically.

We’ve included a broader range of ideas here, not because we expect to do all of them, but because we wanted to give you options.

Some of these ideas are campaign extenders. Things like interactive demos, expanded video content, or peer testimonial campaigns — they add depth and credibility, especially in later funnel stages or for more skeptical buyers.

Others are designed for scale or long-term lift. So think of this section as your opportunity space. If there’s extra room in the budget, this is where we can push beyond the basics and start to build real brand distinction.

For Owned, we’re talking about virtual demos, KOL videos, and webinars that deepen engagement. Purchased email lists can help us expand reach.

On the Paid side, programmatic and retargeting boost visibility. YouTube, Doximity, and Sermo help us reach clinical audiences in more targeted ways.

Under Earned, media coverage, event press, and third-party review sites add credibility over time.

Event enhancements like booth traffic campaigns, buzz-generation, or hotel ads create presence beyond the show floor.

Sales incentives and branded swag help motivate the field and reinforce brand identity.

And internal ideas like a launch party or scavenger hunt build excitement and help employees feel connected to the launch.

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Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

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Launch Sequence

Foundations

Finalize messaging, web pages, and owned content assets

Complete sales kits, demo videos, and ROI tools

Conduct sales training

Pre-Launch

Launch internal communications

Develop paid ad campaigns

Test messaging and materials with invite-only KOLs at SVU

Deliver sales kits and demo materials to reps

Launch KOL lighthouse program to develop case studies

Early Activation & Launch

Publish web pages

Activate full paid media campaign

Support JFR, ACR with in-event ads and follow-up emails

Peak Activation

Maximize RSNA impact with immersive booth tactics

Deploy retargeting and on-demand experience post-demo

Boost earned and paid social proof across channels

Post-Event Engagement

Re-engage booth leads via email and retargeting

Release new proof content (case studies, thought pieces)

Calibrate lead scoring and sales conversion tactics

Optimize & Expand

Apply learnings to future event planning and ad refreshes

Expand nurture tracks and add new validation assets

Explore scaling with third-party platforms and CME webinars

Trellist Marketing & Technology | Confidential

Here’s how we’re approaching campaign sequencing — not just what we do, but when and why.

We start with pre-launch. This phase is all about internal readiness and warming up the market. Teaser content, sales training, and soft social signals start laying the groundwork — so by the time we hit launch, the audience isn’t starting cold.

Then we activate. Launch is when we go big — paid media goes live, the product page is up, our KOLs are out there, and we’re showing up at events. The focus here is visibility and credibility — making sure the message lands and we’re set up to capture interest.

Post-launch is about sustain and convert. We nurture leads, retarget based on engagement, and bring in new audiences. Sales content becomes critical here — helping reps follow up, answer questions, and close deals.

And throughout, we’re tracking performance — not just to report out, but to optimize in real time.

This staggered rollout gives us more than a launch moment — it builds real momentum and drives conversion over time.

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Detailed Channel Strategies

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Trellist Marketing & Technology | Confidential

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Channel Strategy By Audience – High-Priority

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

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Channel Type	Channel	Audience (Track)	Channel Role
Owned	Website (Role-specific)	A, B, C	Central hub for all funnel stages, drives conversion and trust. Includes organic visibility for diagnostic queries, feature comparisons, KOL testimonials and blogs.
	Social (Organic)	A, B, C	Supports thought leadership and credibility via peer/KOL content.
	Email	A, B, C	Mid-funnel engagement and conversion via persona-specific journeys.
	Lead Gen Landing Pages	A, B	Content destination tailored to funnel stage and persona.
	Lead Magnet Content Assets	A, B	Gated downloadable content asset with high-value information that helps in decision-making.
Paid Media	LinkedIn	A, B	Persona-targeted awareness, lead gen, and retargeting.
	Meta	A	Awareness and visual engagement, plus retargeting.
	SEM	A, B, C	Capture high-intent bottom-funnel search queries.
	Trade Media	A, B	Meets the audience where they already are to establish brand/product awareness and curiosity.
Earned	Press Releases	A, B	Builds credibility via support from third-party media.
Events	Tradeshows & Events	A, B, C	In-person trust building and demo experience, amplified digitally.
Sales-Enabled	Field Sales Activation	A, B, C	Equip reps with role-specific training, messaging, and conversion tools.

Trellist Marketing & Technology | Confidential

This slide shows the must-have channels, broken out by audience. It’s all about putting the right message in the right place for each decision-maker.

For clinical buyers — sonographers and radiologists — we’re leaning into channels that help them experience the product. Live demos, immersive events, targeted social, and short-form video that highlights real workflow impact.

For business decision-makers — C-suite, finance, procurement — we’re focusing on credibility. That means things like white papers, ROI tools, LinkedIn thought leadership, and media placements in sources they already trust.

For operational influencers — IT and Biomed — we’re giving them exactly what they need: spec sheets, integration diagrams, and clear checklists. These are delivered through email, technical forums, and via sales enablement tools.

Each of these tactics is designed to meet people where they are, in a way that makes their decision easier. It’s not just marketing — it’s role-specific problem-solving.

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Channel Type	Channel	Audience (Track)	Channel Role or Expansion Details
Owned	Website (Role-specific)	A, B	Addition of virtual demo experience, KOL testimonial videos.
	Email (Purchased List)	A, B	Demand generation via targeted email outreach to purchased lists.
	KOL Toolkit	A, B	Provides KOLs with ready-to-use talking points and speaker decks.
	Lead Magnet Content Assets	A, B	Addition of webinars and webinar recordings.
Paid Media	LinkedIn – Expanded to Operational Influencers	C	Audience expansion to include Operational Influencers.
	Meta – Expanded to Business Decision Makers	B	Audience expansion to include Business Decision Makers.
	YouTube	A, B	Awareness and visual engagement plus retargeting.
	Doximity, Sermo	A	Physician-only collaboration and thought leadership.
	Programmatic	A, B	Scalable awareness and automated re-engagement across any website where target audiences are engaged.
	Retargeting	A, B, C	Scalable awareness and automated re-engagement.
	SEM (Expanded)	A, B, C	Higher investment to allow heavier bidding on key search terms and tech/operations keywords.
Earned	PR & Editorial	A, B, C	Builds brand legitimacy via third-party media.
Earned	Third-Party Review Platforms	A, B, C	Trusted validation via verified reviews and product comparisons.
Events	Tradeshows & Events	A, B, C	Additional tactics to create elevated buzz and propel foot traffic.
Sales-Enabled	Field Sales Activation	A, B, C	Addition of sales incentive program and branded swag.

Channel Strategy By Audience – Nice-To-Have

Net-new Channel

This next layer is about expansion — channels that aren’t essential for launch, but can add value if we have the resources.

For clinical audiences, we could explore community-driven platforms like Doximity or CME-aligned webinars to deepen trust and engagement.

For business decision-makers, options like executive roundtables, account-based direct mail, or interactive budgeting tools would give us a more personalized, high-touch way to connect.

And on the operational side, we might tap into peer forums like shared Slack groups or IT-focused social channels — subtle, credible ways to build confidence and reduce risk.

The key here is flexibility. If budget opens up, or if we see one channel outperforming, we have options ready to scale intelligently — not just adding spend, but adding value.

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Owned Channels

Trellist Marketing & Technology | Confidential

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Owned Channels & Tactics – High-Priority

Overview: Boosts Resona A20 visibility via unpaid digital efforts aligned with buyer search behavior and content discovery preferences. Supports organic and AI search results, as well as lead nurturing and conversion.

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Web Experience�

Audience: All

Tactics:

Product Page:

Product Trailer Video: A short, dynamic visual preview that showcases key product features and benefits to generate interest and drive further engagement�
Content Architecture: Persona-guided navigation using static tabs or modular sections (e.g., “For Radiologists,” “For Admins”), manually curated if dynamic content delivery isn't supported. Includes expandable FAQ libraries by persona, competitive comparison charts, whitepapers, technical spec sheets and educational PDFs for download and sharing, including product brochure�
SEO Hygiene: Keyword-driven on-page text, structured data, image alt text, monthly load speed audits�
Blog Posts: Bi-weekly posts targeting diagnostic use cases, workflow efficiency, competitive comparisons and relevant imaging trends�

Lead Gen Landing Pages: Persona track landing pages with specific messaging based on the campaign, featuring high-value gated content

Organic Social Media�

Audience: All��Tactics:

LinkedIn: KOL reposts, KOL quote graphics, poll engagement, live Q&A post recaps�
Facebook: Behind-the-scenes content from tradeshows and peer shoutouts�
YouTube: Microdemos segmented by feature (e.g., STVi, AIT, ergonomics); playlists by persona�
Post Cadence: 1-2 posts/week

Trellist Marketing & Technology | Confidential

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Owned Channels & Tactics – High-Priority

Overview: Boosts Resona A20 visibility via unpaid digital efforts aligned with buyer search behavior and content discovery preferences. Supports organic and AI search results, as well as lead nurturing and conversion.

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Lead Nurture Email Series� �Series of strategic email communications delivered to leads to guide them through the buying decision journey.��Lead Capture Sources:

Form fills from paid media, landing pages, and website contact forms
Badge scans from tradeshows and events�

Lead Routing & Sales Handoff:

All leads routed to a centralized Sales Concierge
Leads tagged by persona track (Clinical, Business, Technical) for tailored follow-up
Concierge triggers immediate 1:1 outreach within 24 hours for any leads working at key account target companies

If sales contact cannot be made, lead is dropped into the lead nurture series (if opted-in)

All non-key-account leads who’ve opted in to future communications are dropped into the lead nurture email series

Trellist Marketing & Technology | Confidential

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Owned Channels & Tactics – High-Priority (cont.)

Overview: Boosts Resona A20 visibility via unpaid digital efforts aligned with buyer search behavior and content discovery preferences. Supports organic and AI search results, as well as lead nurturing and conversion.

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Nurture Series Cadence�

Persona Tracks:

Track A (Business Decision Makers): Focus on ROI, system standardization, contract advantages, and strategic value
Track B (Operational Influencers): Highlight uptime reliability, integration ease, and serviceability
Track C (Clinical Decision Makers): Emphasize workflow efficiency, automation, image clarity, and fatigue reduction�

Cadence: 3-month nurture flow with 7 emails:

Week 1: Email 1 (Welcome + value intro)
Week 2: Email 2 (Top use case or clinical problem-solution)
Week 3: Email 3 (Customer quote/testimonial)
Week 5: Email 4 (ROI or integration checklist)
Week 7: Email 5 (Demo offer or on-demand walkthrough)
Week 10: Email 6 (Peer comparison content)
Week 12: Email 7 (Final call to engage + incentive, if applicable)
If no response after 4^th email, consider retargeting with paid ads
Once a demo is scheduled, nurture stream should be paused, and sales rep takes over comms�

Tuning: Monthly performance audits; optimize for open rate, clickthrough, and conversion�

System Integrations:

CRM flagging for campaign source and funnel stage
Real-time alerts to AE/SDR based on lead score or role priority

Trellist Marketing & Technology | Confidential

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Owned Channels & Tactics – Nice-to-Haves

Channel	Tactic
Web Experience	Virtual Demo (Video or Interactive Exp): Develop an interactive 3D visualization of the equipment leveraging 3D modeling techniques. This allows users to manipulate and explore the equipment in real-time, offering a tactile experience previously limited to physical and video demonstrations. (See example on Slide 28). If not feasible, develop a high-quality video demo of the equipment and interface. KOL Testimonial Videos: Have KOLs self-record videos discussing use of the system, their satisfaction, unique features, and personal tips and tricks. These videos can be hosted on the website and YouTube in long-format and cut up into bite-sized pieces for social media and trade publication digital content. (See example on Slide 28).
Email (Purchased List)	Purchase lists with email addresses for your target audience who are not already in your database. Send an email introducing the Resona A20, encouraging recipients to opt-in to future communications so they can be added to the Lead Nurture Series. If they do not opt-in, leverage sales reps to send personal sales follow-up emails.
Lead Magnet Content Assets�Webinars & Webinar Recordings	Host live webinars on key industry topics and how Resona A20 solves them. Leverage recorded webinars as gated assets for longer term lead generation.)
KOL Toolkit	Easy-share slide decks, social copy, and quote cards provided to all advocates to amplify reach.

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Trellist Marketing & Technology | Confidential

Now, if there’s budget and bandwidth, this is where we can elevate the experience.

First, virtual demos — these let us scale the ‘touch-and-feel’ component of the system without needing to be physically present. Especially valuable for early-stage interest or hard-to-reach geographies.

KOL videos are another win — short testimonials or walkthroughs led by respected peers can do more for credibility than a dozen feature checklists.

Webinars, whether clinical or operational, help deepen trust and offer a low-pressure space to engage. These can be recorded, repurposed, and even used as nurture content later on.

We also see value in purchased email lists — selectively used — to expand our reach within target systems, especially when paired with highly personalized messages or event invitations.

And lastly, advocacy toolkits. These help internal champions share Resona A20 across their network — it could be as simple as a branded slide or a LinkedIn post template. Empowered champions move markets.

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Owned Experience Examples

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KOL Video Series

3D Demo

Trellist Marketing & Technology | Confidential

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

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Paid Media

Trellist Marketing & Technology | Confidential

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Paid Media Channels & Tactics – High-Priority

Overview: Leverages high-intent and high-visibility digital placements to introduce Resona A20 to target personas and drive awareness, engagement, and lead generation.

LinkedIn, Meta (IG/FB)

Audience: Clinical and Business

Tactics:

Short-form videos showcasing workflow advantages (e.g., HD Scope+, scan-on-battery)
Quote cards with KOL endorsements
Carousel ads featuring ROI messaging and key differentiators
Gated asset CTAs (e.g., "Get the Diagnostic Comparison Guide")

Execution Details:

Persona-specific creative
UTMs on all links for funnel tracking
A/B testing of messaging for each role

SEM (Google/Bing)

Audience: Clinical and Business

Tactics:

Dynamic search ad groups by intent stage (comparison, pricing, features).Dynamic search ad groups by intent stage (comparison, Competitor-based keywords)
Link directly to high-conversion landing pages with demo CTA

Execution Details:

Monitor and protect branded keywords from competition (e.g., “Mindray ultrasound,” “Resona A20”)
Ensure high-intent terms are active and converting (e.g., “best ultrasound for daily scanning”)

Trade Media

Audience: Clinical and Business

Tactics:

Print and digital placements in key trade journals that target Radiology decision makers including:

Radiology (published by RSNA)
JACC - Cardiovascular Imaging
Medical Image Analysis
Radiologia Medica

�Execution Details:

Focus on key benefits and overarching value propositions
Drive traffic to website via QR codes

Channel/Tactic	Budget ($) 6-12 months
LinkedIn & Meta	$140,000
SEM	$100,000
Trade Media	$60,000

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Trellist Marketing & Technology | Confidential

When it comes to paid, these are the essentials — the channels and tactics that will give us the strongest return and best alignment with our key audiences right out of the gate.

We’re starting with LinkedIn and Meta — that includes both Facebook and Instagram. These platforms give us both reach and targeting precision, especially for clinical and business buyers.

Here’s how we’ll activate them:

We’ll lead with short-form videos that highlight key workflow advantages — things like HD Scope+ or scan-on-battery — to show real-world, daily impact.

We’ll add quote cards from KOLs for instant credibility, especially effective in LinkedIn feeds.

Carousel ads will let us showcase ROI proof points and key differentiators — perfect for business audiences doing quick comparisons.

And we’ll include gated CTAs like a “Diagnostic Comparison Guide” to turn interest into leads.

On execution, everything is role-specific — tailored creative for clinical versus business priorities. All links are tracked with UTMs so we can measure performance throughout the funnel.

And we’ll be A/B testing messages and formats early to see what works.

Next is search — Google and Bing. This is where we catch people actively looking for solutions. We know y'all are doing some of this now so it's really fine-tuning the experience.

We’ll build dynamic ad groups based on intent — people comparing brands, looking for pricing, or searching by feature.

We’ll bid on competitor terms, too — so if someone’s researching GE or Philips, we’re right there with a Resona A20 alternative.

All ads drive to high-conversion landing pages with demo CTAs — no fluff, just action.

Execution-wise, we’ll closely monitor and protect our branded keywords, and stay aggressive on high-intent phrases like “best ultrasound for daily scanning.”

Then we round it out with trade media. This is about credibility and presence. We’ll be in the right journals — Radiology from RSNA, JACC Cardiovascular Imaging, Radiologia Medica — with print and digital placements that still carry weight, especially when paired with QR codes driving directly to our product content.

Together, these three channels — social, search, and trade media — give us the scale, targeting, and trust we need. They hit different points in the decision journey and open multiple paths to conversion.

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Paid Media Channels & Tactics – Nice-to-Haves

Doximity, Sermo�Doximity and Sermo are leading physician-only platforms where clinicians share information and discuss patient cases.��Audience: Clinical

Tactics:

Use NPI targeting
Native “Colleague-to-Colleague” features with respected peers sharing why they switched

Pulse polls on diagnostic preferences with follow-up ads referencing results
Sponsored debate threads around evolving clinical protocols (e.g., elastography vs. biopsy)
Mobile-first case snippets showcasing STVi, HD Scope+, and scan-on-battery

YouTube Ads�Audience: Clinical and Business�Tactics:

Short-form video ads highlighting workflow efficiency and ergonomic innovation

Overlay CTAs driving to demo or feature-specific landing pages
Channel alignment with radiology, sonography, and healthcare leadership content

�Execution Details:

Quarterly creative refresh aligned to top-performing message themes

Custom audience segments built via platform-provided targeting (e.g., job title, specialty)

Channel/Tactic	Budget ($) 6-12 months
Doximity	$100,000
Sermo	$100,000
YouTube	$80,000
Expanded LI & Meta	$60,000

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Expanded LI and Meta�Audience: Business and Operational

Tactics:

LinkedIn + Meta ads for operational roles
Meta-expanded campaign for business roles�

Execution Details:

Highlight ROI, TCO, and workflow productivity in short-form video and carousel formats

Trellist Marketing & Technology | Confidential

Doximity and Sermo: Clinician-Only Channels

If we have room to scale, these physician-only platforms are a great next layer — especially for reaching clinical buyers in a trusted, peer-to-peer environment.

We’d use NPI targeting to get incredibly specific — targeting by specialty, institution, even individual name if needed.

The native “colleague-to-colleague” ad formats are especially valuable here — where respected peers share in their own words why they switched to Resona A20. It’s authentic, and it drives trust.

Pulse polls let us engage users with quick diagnostic questions — and we can use the poll results to power follow-up ads that reference real insights from their peers.

We could also sponsor structured debate threads — for example, on elastography vs. biopsy — to keep the discussion relevant and subtly highlight our differentiators.

And finally, mobile-first case snippets would spotlight bits of the tech — giving them a real sense of daily clinical value in a quick, digestible format.

�

YouTube: Educational + Intent-Driven

YouTube gives us a unique space to capture attention while buyers are actively researching.

We’d run short-form video ads that highlight Resona A20’s workflow and ergonomic benefits — things that matter when you’re scanning all day.

Each video would include overlay CTAs that drive to specific landing pages or straight to demo sign-ups.

We’d also use channel affinity targeting — placing ads next to radiology education, sonography how-tos, or healthcare leadership content — so the context supports the message.

To keep things fresh, we’d refresh creative quarterly based on performance, and we’d build custom audiences using job titles, clinical specialties, and even video view behavior.

�

LinkedIn and Meta: Channel Expansion

We already know these platforms work — but there’s room to expand their impact even further.

On LinkedIn, we’d target more operational roles like IT, Biomed, and technical managers — and deliver content focused on things like integration, uptime, and service simplicity.

On Meta, we’d go broader with business roles — especially the mid-level influencers who might not be in our CRM yet but still shape the purchasing conversation.

Across both platforms, we’d focus on content that highlights ROI, TCO, and productivity — the metrics that move these buyers from passive awareness into real interest.

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Paid Media Channels & Tactics – Nice-to-Haves (Cont’d)

Expanded SEM

Audience: All roles

Tactics:

Bid heavier on bottom-funnel terms ("GE Logiq E10 vs Mindray A20").
Add product brand keywords if competitive bidding is present

�

Programmatic (PulsePoint, Medscape, Google DV360)

Audience: All roles

Tactics:

Contextual targeting based on specialties and research behaviors
Sponsored articles and native ads with product insights
Audio podcast ads on Medscape-hosted radiology programs

�Execution Details:

Monthly refresh of creative assets
Retargeting built-in via DV360 across display network
Audio duration: 15s-30s with "See what your system is missing" CTA

Channel/Tactic	Budget ($) 6-12 months
Expanded SEM	$80,000
Programmatic	$120,000
Retargeting	$100,000

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Retargeting (Cross-Platform)

Audience: All personas based on interaction behavior

Logic Rules:

If visited pricing page + no form fill → serve ROI calculator ad
If watched >50% of product video → serve full demo offer
If downloaded content but no meeting booked → serve scheduling CTA�

Formats: Animated banners, testimonial video snippets, carousel feature reminders�

Channels: Email (abandonment), Display (Google), Social (LinkedIn)

�Optimization: Monthly review of performance by funnel stage; iterate creative for friction points

Trellist Marketing & Technology | Confidential

Advanced Paid Tactics: Competing Smarter

This final tier of paid tactics is all about optimization — enabling us to compete head-to-head with large brands, capture demand, and close more funnel gaps.

�

1. Expanded SEM:

We’ll lean aggressively into the bottom of the funnel — bidding on high-intent terms like “GE Logiq E10 vs Mindray A20” or “best ultrasound for breast imaging.”

We’ll monitor competitor activity closely and protect our brand terms with branded campaigns that drive directly to comparison tools or demo CTAs.

�

2. Programmatic:

Using platforms like PulsePoint, Medscape, and Google DV360 allows precision targeting—based on specialty, behavior, and content consumption.

We’ll run contextual targeting campaigns, like appearing next to articles on elastography or liver disease.

Native ads and sponsored articles embed value into clinical content streams rather than interrupting them.

We’ll also test short podcast ads—15 to 30 seconds—on Medscape radiology shows, with CTAs like “See what your system is missing.”

Execution-wise, we’ll refresh creative monthly and use DV360 to retarget warm prospects across the display network.

�

3. Smart Retargeting (Cross-Platform):

This is where we tighten conversion:

If someone visits the pricing page but doesn’t complete the form, we’ll serve an ad for our ROI calculator.

If they watch more than 50% of a product video, we’ll serve a full demo offer.

If they download content but don’t book, we’ll serve a scheduling CTA.

We’ll deploy animated banners, KOL video snippets, carousel reminders — and even abandonment emails when appropriate.

We'll use Google Display, LinkedIn, and targeted email, optimizing monthly based on performance by funnel stage.

�

Bottom Line:

This tier gives us control—not just reach. We’re able to be smart with timing, message, and spend.

That’s how we outmaneuver larger competitors in a crowded market.

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Earned Channels

Trellist Marketing & Technology | Confidential

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Earned Channels & Tactics – High-Priority

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Trellist Marketing & Technology | Confidential

Overview: Leverages media outlets to amplify newsworthy content for expanded reach and credibility.

Press Releases

Audience: All

Tactics:

Leverage PR networks like EIN Presswire, PR Newswire, Meltwater, or Cision to distribute newsworthy announcements at product launch, around major event attendance, key clinical studies, and industry endorsements

Execution Details:

Write from a third-party news reporter's point-of-view
Include company boilerplate language and hyperlinks to Resona A20 webpages

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

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Earned Channels & Tactics – Nice-to-Haves

40

Press/Editorial Coverage and Toolkits

Audience: All

Tactics:

Contributed articles, opinion pieces, or Q&As with KOLs—Ghostwritten or co-authored with radiologists, sonographers, or administrators focused on workflow transformation, burnout reduction, and clinical productivity
Press Release pickup by diagnostic/radiology trade outlets (e.g., Diagnostic Imaging, AuntMinnie)
Media kit with product summary, spokesperson bios, website links, fact sheets, quotes, high-res imagery, and clinical storylines

Execution Details:

Positioning Themes could include “Premium Ultrasound Without the Complexity”, “Redefining Workflow with AI”, “Built for Real-World Radiology.”
Requires alignment with available KOLs willing to author or co-author
Dependent on timing (e.g., RSNA, product availability, clinical results)
Editorial calendar must be built months in advance

Third-Party Review Platforms (G2, Capterra, MedicalExpo)

Audience: All

Tactics:

Create branded Resona A20 profiles on review platforms
Encourage early demo users to leave structured reviews
Build comparison tiles and trust signals for use in sales and digital assets

Execution Details:

Launch profiles only after pilot sites or demos have occurred
Include review prompts in post-demo follow-up sequences
Monitor ratings and sentiment monthly for optimization

Contributed Editorial & Press Coverage

These are credibility-builders. If we have the time and alignment, we can co-author or ghostwrite KOL articles for outlets like AuntMinnie or Diagnostic Imaging. Topics like workflow transformation or AI’s role in reducing burnout really resonate.

It takes coordination — especially with editorial lead times and KOL availability — so it’s not day-one, but it’s a smart play as we move toward events like RSNA.

Media Kits

We’d also build a press kit — product summaries, bios, fact sheets, high-res visuals, and positioning themes like “Redefining Workflow with AI.” This helps journalists and influencers tell a cohesive, brand-aligned story.

Third-Party Review Platforms

Finally, we’d create profiles for Resona A20 on trusted review platforms like G2 and MedicalExpo. These show up in search, build trust, and give us content for sales and digital assets. We’d launch these after early demos, then prompt users for structured reviews as part of our follow-up.

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Events

Trellist Marketing & Technology | Confidential

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Event Channels & Tactics – High-Priority

Overview: Establish trust, increase visibility, and build pipeline momentum by leveraging industry events as immersive, strategic touchpoints throughout the buyer journey to drive awareness, engagement, and conversion.

Immersive Booth Experience

Deliver immersive, high-impact experiences — both physical and digital — that highlight product differentiation and capture leads.

�Audience: All

�Tactics:

Eye-catching booth graphics
Interactive displays
Live demo stations
Private meeting areas
Printed brochures and clinical highlight sheets
Swag giveaways

��

KOL Presentations

Engage trusted KOLs as your expert spokespeople to establish credibility.

�Audience: All

�Tactics:

Scheduled speaker sessions
In-booth case study presentations
Poster sessions

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Event Landing Pages

Curate a dedicated web experience specific to each major conference.

�Audience: All

�Tactics:

Build a landing page specific to each event with key event information, speaker schedules and bios, downloadable content, virtual demos and lead gen forms
Adjust page content to align with attendee needs pre-, during-, and post-event (i.e. a countdown clock pre-event, meeting scheduler during-event, and event highlight videos post-event)
Include QR codes within the booth experience to drive users to the page during the event

Trellist Marketing & Technology | Confidential

Immersive Booth Experience� We’re not going for gimmicks — we’re showing real product differentiation in a way people can touch and remember.� That means bold visuals, hands-on demo stations, and interactive displays for features like STVi and HD Scope+.� We’ll also have private spaces for deeper conversations, printed leave-behinds, and swag that’s actually on-message.

KOL Presence� Nothing builds credibility like hearing from a peer.� We’ll bring in trusted clinicians to speak, share case studies, and participate in approachable, walk-up-style sessions.

Event Landing Page� This is our digital home base for each show.� Before the event, it builds anticipation with teasers and bios.� During, it helps people schedule demos and explore content.� After, it turns into an on-demand hub with replays, tools, and thank-you follow-ups.

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Event Channels & Tactics – High-Priority (cont.)

Overview: Establish trust, increase visibility, and build pipeline momentum by leveraging industry events as immersive, strategic touchpoints throughout the buyer journey to drive awareness, engagement, and conversion.

Pre-Event Campaign�Build anticipation and secure booth/demo attendance with strategic outreach and digital advertising.

�Audience: All

Tactics:

Personalized VIP invites for demos and networking experiences
LinkedIn and Programmatic paid ads encouraging audiences to register for the event and visit the event landing page
Countdown emails and SMS campaigns
Influencer previews on social platforms
3D Sales Demo Teasers: Pre-event email and social snippets. encouraging attendees to preview the virtual experience ahead of time

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Post-Event Campaign �Accelerate follow-up with behavior-based nurture sequences and on-demand tools that extend engagement beyond the show floor.��Audience: All

Tactics:

Tailored Nurture Sequences based on booth engagement type (demo attendee, info request, etc.)
Follow-Up Content: Campaign-themed thank-you email with links to relevant proof assets, ROI tools, and 3D Sales Demo replay
On-Demand Hub: Virtual booth experience with recorded demos and speaker sessions, downloadable guides, and interactive 3D demo module
Paid Retargeting: Re-engage booth visitors and site traffic with case studies, quote request CTAs, and ROI tools

Trellist Marketing & Technology | Confidential

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Event Channels & Tactics – Nice-to-Haves

In-Booth “Attract” Displays (for 2026 Events)

Audience: All

Tactics:

Crystal Tunnel Entry: Walk-through “crystalized” structure simulating A20’s imaging clarity
Ceiling Installations: Suspended elements tied to "clarity" and "flow" themes
Mascot Tech Twist: "A.I.T." – a soft robotic avatar representing Acoustic Intelligence, used for photos and digital storytelling
Trivision Rotating Booth Walls: Rotating “billboard” walls that allow you to showcase three unique messages on a single display
AR or Holographic 3D Demo Stations: Interactive on-site kiosks where attendees can explore the A20’s capabilities in a digital simulation environment

�Geo-Targeted Booth Traffic Campaign�Audience: All target roles within 5 miles of the event venue location

Tactics:

Geo-targeted LinkedIn and programmatic ads promoting Mindray booth/demo sign-ups
SEM tied to event search queries (e.g., “RSNA ultrasound demo”)
Mobile Display: Reminder ads served to badge-scanned audiences during event hours

�Event Sponsorship�Audience: All

Tactics:

Evaluate sponsorship packages for each event to maximize on-site and digital advertising opportunities

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Trellist Marketing & Technology | Confidential

These are our big-swing ideas — not launch-critical, but if we have the resources, they can dramatically elevate buzz and booth traffic.

In-Booth “Attract” Elements� We’re talking about high-impact visuals and interactions that stop people in their tracks.� The Crystal Tunnel Entry turns clarity into a physical, immersive experience.� Ceiling installs and rotating walls reinforce themes like flow and precision — visually, efficiently.� And with an avatar like “A.I.T.” — our tech-forward mascot — we add personality and shareability.� Interactive AR or holographic demo stations give people a way to explore features without waiting for a live system.

Geo-Targeted Ads� We’ll use digital ads within 5 miles of the event to drive traffic — think “Come see the A20 in action.”� Perfect for attendees deciding where to spend their time.

Sponsorship and Local Placements� Hotel coffee sleeves, bag drops, taxi toppers — they put our brand in front of attendees during their daily moments.� Low effort, high visibility.

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Event Channels & Tactics – Nice-to-Haves (cont.)

Local Hotel & Transportation Advertising

Audience: All

Tactics:

Local hotels affiliated with these events will often offer room “bag drops” to conference attendees. Mindray could print one-sheets, postcards, or magnets to include in the bag drops
Custom coffee cups or cup sleeves in hotel/conference lobbies
Taxi topper ads
Bus ads
Transit OOH posters and lightboxes

Buzz-Generation

Audience: All

Tactics:

Sidewalk Trails: Vinyl art or chalk drawings leading attendees to the event venue
Floor Graphics: Vinyl art or decals leading attendees from the venue entrance to the Mindray booth
Building Projections: Screen projected messages and images on buildings and landmarks within a 5-mile radius of the conference center and hotels (requires city-official coordination)
Bat Signals: Mindray logo/teasers projected into the night sky
Scavenger Hunt: Place small items in public places around the conference geo area for finders to keep or “re-hide” for someone else to find (this is often done on cruise ships with rubber duckies):

Mini magnifying glass with “Magnify Every Detail" tags
LED keychains with "Illuminate Imaging Excellence" messaging
Mini stress balls with "Imaging without the stress" stickers
NFC tags on small branded items that trigger product videos when scanned
Mini cards with augmented reality codes that show 3D product demonstrations

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Trellist Marketing & Technology | Confidential

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Event Experience Examples

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Trivision Rotating Wall

Ceiling Art Installation

Crystal Tunnel Inspiration

3D Holographic Displays

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Sales-Enabled

Trellist Marketing & Technology | Confidential

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Sales-Enabled Channels & Tactics – High-Priority

Overview: Activities and tools designed to educate and equip sales teams with the knowledge, messaging, and strategies they need to effectively engage prospects, represent the brand, and close deals with confidence.

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Sales Training

Audience: Clinical, Business

Tactics:

Detailed review of audience needs/pain points, product benefits/value props/features
Gamified product knowledge and messaging competitions tied to sales enablement platforms
Role-play scenarios for sales presentations and objection handling
Sales approaches for new customers versus existing customers looking to upgrade

Sales Presentation Decks

Audience: Clinical, Business

Tactics:

15-, 30-, and 60-minute presentation decks with speaker notes
Mobile-ready field reference deck �(1-pager summaries by track)

Detail Aids

Audience: All

Tactics:

Resona A20 Cost-Benefit sheets by persona
AIT core functions and benefits
Patient profile sheets for key patient types/procedures:

Liver
Vascular
Thyroid
Breast

Trellist Marketing & Technology | Confidential

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Sales-Enabled Channels & Tactics – High-Priority (cont.)

Overview: Activities and tools designed to educate and equip sales teams with the knowledge, messaging, and strategies they need to effectively engage prospects, represent the brand, and close deals with confidence.

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Customer Leave-Behinds

Audience: All

Tactics:

Product brochure
Sales kits per persona:

Clinical Decision Makers:

AIT fact sheet
Clinical highlights sheets
Diagnostic image proof deck including examples by exam type (liver, breast, vascular, high BMI patient, etc.)
AI and ergonomics benefit sheet
Peer-to-peer workflow video cards �

Business Decision Makers:

5-year total cost of ownership (TCO) worksheet
Contract simplification summary
Vendor consolidation/value alignment brief �

Operational Influencers:

Maintenance FAQ
Uptime and service benchmarks
IT integration playbook (plug-and-play)

Rep-Triggered Emails

Audience: All

Tactics:

Personalized, persona-based emails directly from a rep via Mindray’s CRM:

Touch 1: Product overview and benefits based on persona
Touch 2: Relevant proof point content to demonstrate real-world evidence
Touch 3: Reminder featuring ROI tools or diagnostic comparison PDF
Touch 4: Final nudge with demo video and strong schedule a meeting CTA

Trellist Marketing & Technology | Confidential

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Sales-Enabled Channels & Tactics – Nice-to-Haves

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Sales Incentives

Audience: Sales Reps

Tactics:

High-value launch gift to motivate and generate excitement
Monetary bonuses for early adopters, top teams, and volume performers
High-value gift reward for reaching predetermined sales revenue milestones

Branded Swag

Audience: Sales Reps, Clinical, Business�

Tactics:

Sales Rep Swag:

Branded swag that can be used and worn with pride to reinforce brand awareness:

Polo shirts
Fleece jackets
Laptop bags
Phone/tablet cases
Tumblers
Notebooks/folios�

Customer Swag:

Small items that will not exceed the IOV threshold such as badge clips, screen wipes, KOL-endorsed quote cards, pens, stationary, mugs

Trellist Marketing & Technology | Confidential

Beyond the core tools and training, these are the add-ons that build energy, pride, and visibility — both for our team and for our audience.

Starting with sales incentives. These are momentum drivers. A high-value launch gift kicks things off and makes the team feel part of something big. Then we layer in performance bonuses — for early adoption, top reps, and key upgrades. And for stretch-goal achievers, a premium reward helps sustain that energy well past the initial push.

Next — branded swag. This matters more than it seems. For sales reps, we’re talking high-quality, wearable gear — polos, jackets, laptop bags, tumblers. Stuff they’ll actually use and feel proud to rep in the field.

For customers, it’s about useful, compliant items — badge clips, screen wipes, mugs, pens — paired with things like KOL quote cards to add credibility.

These little touches add up. They reinforce the brand and keep us top of mind — whether it’s on someone’s desk, in their hand, or in their daily routine.

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Internal Activation

Trellist Marketing & Technology | Confidential

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Internal Activation – High-Priority

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Internal Communications

Audience: Mindray NA Employees

Tactics:

Email Communications:

Pre-launch hype with timeline and campaign sneak peeks
Launch announcement with links to intranet materials
Post-launch announcements with requests to share social media posts
Ongoing newsletter inclusions highlighting major contract agreements, case studies and customer achievements�

Pre-Launch town hall meetings/roadshows to generate excitement and preview product benefits, features and key campaign materials to a broad employee base

Develop an intranet site housing major announcements and documentation for employees to reference anytime

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Employee Signature Banner

Audience: Mindray NA Employees�

Tactics:

Roll out an interactive banner to be included in all employee email signatures to expand awareness across their connections

Trellist Marketing & Technology | Confidential

Internal activation isn’t just a checkbox — it’s how we turn 600 employees into brand advocates. If we want Resona A20 to break through externally, we need to build momentum from the inside out.

First — internal communications. We’ll kick things off pre-launch with email teasers: timelines, sneak peeks, and insider previews of what’s coming. At launch, we’ll send a formal announcement with links to resources and clear guidance on how teams can help amplify. And post-launch, we’ll keep the drumbeat going through newsletters that highlight big wins and success stories.

Second — town halls and roadshows. These give us a platform to rally the team. Before launch, we’ll host sessions to walk through the product story, the campaign, and how every employee plays a part.

Third — the intranet hub. This becomes the go-to space for everything A20: campaign assets, FAQs, trackers, KOL moments — all in one place so employees can stay aligned and informed.

And finally — email signature banners. A simple, shared banner rolled out across employee signatures creates passive exposure with every send — a small move with a big reach.

These plays build pride, alignment, and energy. When our teams are in the know and excited, it shows — and it spreads.

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Resona A20

Internal Activation – Nice-to-Haves

Launch Party

Audience: Mindray NA Sales & Marketing Teams, ELT

�Tactics:

Unveil new marketing campaign and sales incentives to internal stakeholders:

Themed presentations
CEO messaging
Interactive demos
Clinical data/evidence review
KOL endorsements�

Distribute a unique and memorable party gift for attendees to create excitement within the sales org.��Some ideas:

Engraved Crystal glassware or paperweights = “ultra clarity” High-end clear acrylic desk accessories �(pen holders, business card displays) with frosted product branding
Telescope or binoculars with “Ultra Precise” or “The power to see. The clarity to act.” on packaging
Custom Nike sneakers in campaign colors = superior ergonomic comfort
High-resolution portable monitors for presentations
Instant cameras (Fujifilm Instax) with custom frames reading "Instant Clarity, Instant Results“
“Easy button” similar to the Staples easy button with the Resona A20 logo on it and tagline “Ultra easy”
Clear tote bags/backpacks = crystal clear imaging
Digital photo frames preloaded with product launch memories and "Clear Images, Clear Success" messaging.
Premium monitor screen cleaners and microfiber cloths in luxury packaging with "Maintaining Perfect Clarity" messaging

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Resona A20

Trellist Marketing & Technology | Confidential

Let’s talk about the Launch Party — this is our internal kickoff moment for sales, marketing, and leadership.

We’ll use it to officially unveil the Resona A20 campaign, showcase the product story, and roll out sales incentives. Expect themed presentations, CEO remarks, live demo walk-throughs, clinical proof, and KOL endorsements to build confidence and energy across the team.

To make it memorable, we’ll pair the event with a unique gift — something that ties back to our clarity and innovation theme. That could be engraved crystal pieces, custom Nike sneakers in campaign colors, or even high-res portable monitors they can use in the field.

It’s all about sparking pride, boosting momentum, and making the team feel like they’re part of something big — because they are.

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Internal Activation – Nice-to-Haves (cont.)

Branded Swag

Audience: Mindray NA Employees

�Tactics:

Sales Rep Swag:

Branded swag that can be used and worn with pride to reinforce brand awareness:

Polo shirts
Fleece jackets
Laptop bags
Phone/tablet cases
Tumblers
Notebooks/folio�

Customer Swag:

Small items that will not exceed the IOV threshold such as badge clips, screen wipes, KOL-endorsed quote cards, pens, stationery, mugs

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Digital Scavenger Hunt�Audience: Mindray NA Employees

�Tactics:

Internal AR “Easter eggs” hidden in product materials; personalized launch messages from leadership using deepfake/hologram tools for a high-tech twist.

Trellist Marketing & Technology | Confidential

Branded Swag

For our employees, swag is more than just merch — it’s a way to show pride and build internal brand alignment.

For sales reps, we’ll offer high-quality, wearable items they’ll actually use — things like polos, fleece jackets, laptop bags, phone cases, tumblers, and folios. It’s functional, on-brand gear that reinforces identity in the field.

For customers, we’ll stick to IOV-compliant items — badge clips, screen wipes, mugs, pens, notebooks — ideally paired with KOL quote cards or messaging that supports the Resona A20 value story.

�

Digital Scavenger Hunt

And for something fun and engaging — we’ll run an internal digital scavenger hunt. Think AR-style “Easter eggs” embedded in product materials, with personalized messages from leadership delivered through hologram or deepfake tools.

It’s a playful, high-tech way to drive internal engagement and get the team immersed in the launch story.

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Measuring Success

Mindray Resona A20 GTM Launch Strategy – Audience Personas & Messaging Framework

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Metrics for Success

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Cadence:

Monthly Snapshots: Channel KPIs, campaign health
Quarterly Optimization Recaps: Funnel performance, creative/test learnings, strategic adjustments

Awareness:

Paid impressions by channel (LinkedIn, Programmatic, SEM)
PR reach and placements (earned media)
Organic social share of voice and follower growth
Attribution insight (first-touch vs. assisted awareness)

Engagement:

Click-through rate (CTR) by ad type and persona
Gated asset downloads (by asset and role)
Demo video views and average watch time
Top-performing messages and creatives by persona track
Content dwell time and heatmaps (landing pages, blogs)

Conversion

Demo form completions and meeting-booked percentage
Sales cycle length (average days to close)
Opportunity pipeline contribution (by source/channel)
Proposal-to-win ratio (deal quality)
Attribution depth (touchpoint sequencing)
Conversion rates by track (A, B, C)

Internal Enablement

Training module completions (product, content, tools)
Tool utilization (sales kit access, demo asset views)
Field team satisfaction (survey/NPS)
Reps’ qualitative feedback: content usefulness, objections heard
Sales enablement content gap tracking

Event-Specific Metrics

Badge scans and demo booth engagements
Post-event email open and click-through rates
On-site lead capture vs. follow-up conversion
Geo-targeted ad click performance pre/post event

Trellist Marketing & Technology | Confidential

Tracking performance isn’t just about proving ROI — it’s how we stay agile, make smarter decisions, and ensure every tactic drives real results.

We’ve broken our measurement strategy into six categories, each aligned to our GTM goals:

First, cadence.� We’ll monitor monthly snapshots to stay aligned on channel performance — impressions, CTR, downloads — the basics that keep us in tune.� Then quarterly, we’ll go deeper: looking at funnel progression, learnings from creative tests, and any strategic shifts based on what’s working.

Next, awareness.� We’re tracking reach across paid channels — LinkedIn, SEM, programmatic — along with press coverage and media pickup.� Organic share of voice and follower growth will show us how we’re building brand presence.� And attribution will help us understand what’s actually driving awareness — whether we’re catching attention on first-touch or showing up across the journey.

Then engagement.� This is about how people interact with our content.� We’ll track CTR by audience and format, video views, content downloads, dwell time, and heatmaps on key landing pages.� We’ll also evaluate which messages resonate best by persona, so we can refine our storytelling.

From there, conversion.� This is where we measure momentum.� Demo form fills, booked meetings, sales cycle speed — all tell us how well we’re moving interest into action.� We’ll analyze conversion rates by track, pipeline impact, and use multi-touch attribution to see which interactions are most influential.

Internal enablement is next.� We’ll track training completion, tool usage, and content access to see if the field is using what we’re building.� Qualitative feedback from reps will help us understand what’s useful, what’s missing, and what objections they’re facing.

And finally, event-specific metrics.� We’ll measure booth activity — scans, demos, lead capture — and connect that to follow-up conversions.� Geo-targeted ad performance before and after each event will show how well we’re driving local traffic and engagement.

�

Bottom line: this is a full-funnel, always-on measurement approach. It gives us the insight we need to stay proactive, adjust fast, and drive results from awareness to adoption.

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Paid Media Execution Guidance

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

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Detailed Targeting

Trellist Marketing & Technology | Confidential

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Attribute	Targeting
Excluded Industries: Private Practices, OB/MFM clinics \| Country: United States \| Language: English
NPI / Contact List	Mindray to provide the NPI list or individual contact list.
Behavioral / Intent	Following Mindray or competitor brands on LinkedIn, Engaged with/followed RSNA, AHRMM, or HFMA, specific intent keywords, see more on slide 16.
Retargeting	Visitors to Resona A20 landing pages, brochures, or demo request pages. Engagement with A20-related LinkedIn ads or sponsored content. Email opens/clicks from campaign or newsletter sends. Webinar, RSNA booth, or roadshow attendees
Key Company Types	Hospitals and for-profit/non-profit health systems, vascular labs, imaging centers, dedicated breast centers, high-academic research institutions.
Exclusions	Private practices, dedicated MFM centers, dedicated cardiology labs.
Industry	Hospital & Health Care.
Company Names (ABM)	Mindray to provide a key target account list.
Company Size	TBD

Detailed Audience Targeting

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

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	Sonographers	Radiologists	Imaging Directors/Admins	C-Suite
Job Titles	Sonographer Vascular Technologist Ultrasound Technologist Diagnostic Medical Sonographer Lead Sonographer / Ultrasound Supervisor	Radiologist Diagnostic Radiologist Interventional Radiologist Medical Director – Radiology Radiology Fellow	Director of Imaging Services Radiology Administrator Imaging Operations Manager Director of Diagnostic Imaging	Chief Executive Officer (CEO) Chief Financial Officer (CFO) Chief Operating Officer (COO) Chief Medical Officer (CMO) Chief Strategy Officer (CSO) Chief Administrative Officer (CAO) President or Executive Director (Hospital System)
Member Groups	Society of Diagnostic Medical Sonography ARDMS	American College of Radiology Radiology Professionals Network	AHRA – The Association for Medical Imaging Management Radiology Management Professionals	Healthcare Financial Management Association (HFMA) American College of Healthcare Executives (ACHE) Becker’s Healthcare Leadership Forum HealthLeaders C-Suite Community
Seniority	Entry Associate Mid-Senior	Senior Director Owner/Partner CXO	Director VP	CXO Partner Owner VP
Skills/Interests	Ultrasound Medical Imaging Ergonomics	MD, DO Board-certified Radiology Diagnostic Imaging Radiology Clinical Decision-Making	Department Budgeting Workflow Optimization Staff Onboarding	Capital Planning Healthcare System Efficiency Strategic Partnerships Vendor Consolidation Enterprise Technology Adoption
Functions	Healthcare Services	Healthcare Services	Operations Clinical Services	Executive Leadership Finance Operations Strategy

Detailed Audience Targeting - Decision Makers

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	Procurement	IT Director	Biomed Manager	Finance Manager
Job Titles	Director of Procurement Supply Chain Manager/Director Purchasing Manager Capital Equipment Buyer Contracting Manager Clinical Value Analyst Strategic Sourcing Manager Enterprise Imaging Program Manager	Director of Information Technology (IT) VP of Information Technology Chief Information Officer (CIO) Healthcare IT Manager Director of Clinical Systems Enterprise Imaging IT Lead Health Information Systems Manager	Clinical Engineering Manager Biomedical Engineering Manager Biomed Technician Supervisor Director of Clinical Engineering Director of Biomedical Services Senior Biomed Technician Healthcare Technology Management (HTM) Lead	Chief Financial Officer (CFO) Director of Finance VP of Finance VP of Strategic Planning Director of Capital Budgeting Executive Director of Financial Operations Financial Controller – Healthcare Director of Capital Planning
Member Groups	Healthcare Purchasing & Supply Chain Professionals Hospital Supply Chain Professionals Group AHRMM (Association for Health Care Resource & Materials Management) Strategic Marketplace Initiative (SMI) LinkedIn Groups tied to GPOs (e.g., Vizient, Premier, Intalere)	Healthcare IT Professionals Group HIMSS (Healthcare Information and Management Systems Society) Health IT Leadership Network Healthcare Interoperability & Integration Professionals	Association for the Advancement of Medical Instrumentation (AAMI) Clinical Engineering & HTM Professionals Biomed Tech Network Health Technology Management Professionals	Healthcare Financial Management Association (HFMA) American College of Healthcare Executives (ACHE) Hospital Finance Leaders Network Becker’s CFO and Finance Forum
Seniority	Manager Director Senior Director Head of Procurement	Director Senior Director VP CXO	Manager Director Supervisor Senior Technician	Director VP CXO Executive Director
Skills/Interests	Hospital Procurement Capital Equipment Evaluation Group Purchasing Contract Negotiation TCO/ROI Analysis Vendor Management Strategic Sourcing Value-Based Purchasing	Healthcare IT Infrastructure System Integration (HIS, RIS, PACS) Data Security & Compliance (HIPAA, HITECH) Vendor Evaluation Enterprise Imaging Solutions HL7, DICOM, and interoperability standards Device Connectivity Disaster Recovery / Business Continuity in Healthcare	Medical Device Serviceability Preventive Maintenance Programs Vendor Service Contracts Equipment Uptime and Reliability Device Integration and Lifecycle Management Spare Parts Availability Regulatory Compliance and Risk Mitigation Technical Evaluation of New Equipment	Capital Equipment Budgeting Total Cost of Ownership Analysis Vendor Comparison & Justification ROI Modeling Financial Risk Management Strategic Sourcing Alignment Contract and Payment Term Negotiation Multi-Year Budget Planning Healthcare Operations Finance
Functions	Purchasing Operations	Information Technology Clinical Systems Operations Infrastructure & Security Enterprise Architecture	Clinical Engineering Biomedical Services Equipment Management Operations Facility Services	Finance Capital Planning Strategy Procurement Oversight Executive Leadership

Detailed Audience Targeting Influencers

Trellist Marketing & Technology | Confidential

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Messaging Guidance by Channel��Refer to Messaging Framework document for additional guidance

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Channel	Funnel Stage	Content Type	Message Focus	CTA	Drives To	Downloadable Asset(s)
SEM (BAU)�(nice to have if expanded)	Conversion	Text Ad	Demo-ready, high-intent conversions	Book a Demo	Demo booking page	None
Retargeting (nice to have)	Consideration	Animated Banners, Snippet Video	Content revisit based on behavior	Resume Where You Left Off	Contextual page revisit	Previously viewed content
Trade Media	Awareness	Text and Images	Value story, high-level spec value, Mindray benefits	Learn More	(If applicable) Interactive demo	None

Paid Media Channel Messaging Matrix – All Tracks

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Trellist Marketing & Technology | Confidential

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Track A: Clinical Decision Makers (Sonographers, Radiologists, Imaging Directors)

Channel	Funnel Stage	Content Type	Message Focus	CTA	Drives To	Downloadable Asset(s)
LinkedIn Doximity, Sermo, YouTube (nice to have)	Awareness	Video, Carousel Ad	Workflow clarity, AI simplification	Watch Overview Video	Interactive demo landing	None
	Consideration	Lead Gen Ad, Single Image Ad	Ergonomics, peer quotes, diagnostic proof	Download Comparison Snapshot	Gated demo teaser	Diagnostic Comparison Snapshot
	Retargeting (nice to have)	Carousel, Testimonial Snippet	Demo reminder, peer endorsement	Resume Demo	Demo replay or feature page	Case Study PDF, Demo Video
Meta	Awareness	Reels, Image Ad	Clinical impact visuals, FreeBeam story	See it in Action	Clinical feature gallery	None (visual only)
Meta	Retargeting (nice to have)	Carousel Ad, Quote Image	Peer-based re-engagement	View Peer Quotes Again	Role-based feature recap	Peer Quote PDF
Programmatic	Awareness (nice to have)	Display Ad	“Why I switched” KOL proof	Read More	Clinical case content	Peer Quotes, Case Study PDF
Programmatic	Retargeting (nice to have)	Display, Video Snippets	Workflow CTA, video recap	Watch Scan Workflow	Interactive demo replay	Demo Video
SEM	Consideration (nice to have)	Text Ad	Clinical diagnostic needs, brand eval	Compare Diagnostic Tools	Clinical landing page	Diagnostic Comparison Snapshot

Paid Media Channel Messaging Matrix – Clinical

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Trellist Marketing & Technology | Confidential

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Track B: Business Decision Makers (C-Suite, Finance Director, IDN/Corp Contracts, Procurement)

Channel	Funnel Stage	Content Type	Message Focus	CTA	Drives To	Downloadable Asset(s)
Social: LinkedIn Meta YouTube �(nice to have) Doximity, Sermo	Awareness	Carousel Ad, Video	Value story, simplicity, Mindray benefit	Learn More About A20	Strategic overview	None
	Consideration	Lead Gen Form, ROI Calculator	Budget case, TCO, vendor alignment	Download ROI Toolkit	ROI landing page	ROI Calculator, “What to Ask” Guide
	Retargeting (nice to have)	ROI Recap Ad, Quote Card	ROI revisit, budget proof points	See How it Adds Up	Re-engagement path	ROI Calculator, Quote Sheet
Programmatic	Awareness (nice to have)	Display, Audio	TCO, strategic replacement value	Hear Our Difference	Value messaging hub	ROI Calculator, Comparison Snapshot
Programmatic	Retargeting (nice to have)	Display, Audio Recall Snippet	“Still evaluating?” hook	Download Quick ROI Guide	ROI content replay	ROI Toolkit
SEM	Consideration (nice to have)	Text Ad	Comparison and pricing search intent	Compare A20 to GE	Competitive comparison	Comparison Snapshot, TCO Worksheet

Paid Media Channel Messaging Matrix – Business

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Trellist Marketing & Technology | Confidential

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Track C: Operational Influencers (IT Director, Biomed Manager)

Channel	Funnel Stage	Content Type	Message Focus	CTA	Drives To	Downloadable Asset(s)
LinkedIn	Awareness (nice to have)	Feature Preview, Checklist	Reliability, ease of integration	View Integration Checklist	Spec landing page	Integration Checklist, Maintenance FAQ
	Consideration (nice to have)	Lead Gen Form, Playbook Snippet	Service plans, implementation benchmarks	Download Technical Playbook	Tech validation hub	Integration Playbook
	Retargeting (nice to have)	Technical Recap Carousel	Follow-up on downloaded asset	Continue Evaluation	Re-engagement landing	Maintenance FAQ, Integration Guide
Programmatic	Awareness (nice to have)	Display	Technical benefits vs. incumbent systems	Learn About Tech Uptime	Feature overview page	Integration Playbook
Programmatic	Retargeting (nice to have)	Display Recall, Tech Quotes	Reminder of benefits, proof benchmarks	Revisit Tech Benefits	Support story page	Maintenance FAQ
SEM	Consideration (nice to have)	Text Ad	Tech spec queries, solution fit	Get Our Technical Specs	Spec and FAQ content	Maintenance FAQ

Paid Media Channel Messaging Matrix – Operational

Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

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Tradeshow and Events (Example)

Stage	Channel/Medium	Content Type	Message Focus	CTA	Drives To	Asset(s)
Pre-Event	LinkedIn	Display, Carousel Ad	Visit Mindray at [Event]; booth preview	Book Demo at RSNA	Scheduler or calendar invite	Event Flyer
	Programmatic (Geo)	Display Ad	Awareness in event city/geofencing	Visit Mindray Booth	Localized demo microsite	None
	Email	Email Invite	VIP access, sneak preview	RSVP Now	Demo pre-registration	Event Flyer
During Event �(nice to have)	Programmatic (Geo)	Display Ad (Geo-Fenced)	Onsite booth reminders	Visit Booth #	Booth detail page	Live Agenda, QR lead scan assets
During Event �(nice to have)	LinkedIn	Live Ad Rotation	Real-time social proof, live demo clip	See What’s Happening Live	Booth microsite	Live Demo Snippet, KOL Quote
Post-Event	Retargeting (All)	Display, Video Carousel	KOL reaction, demo replays	Rewatch Demo	On-demand experience hub	Demo Recap, Case Study
	Email	Follow-Up Campaign	Thank you + gated tools	Download ROI Calculator	Nurture content hub	ROI Toolkit, Integration Guide
	LinkedIn	Carousel, Video Retargeting	“Missed us at RSNA?” replay offer	Schedule 1:1 with Rep	Post-show CTA page	Peer Testimonials, Video Replay

Paid Media – Tradeshows and Events

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Paid Search Keyword Guidance

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Mindray Resona A20 GTM Launch Strategy – Go-to-Market Blueprint

Search Visibility: Mindray Top Ranked Organic Terms

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Keyword	Search Volume	www.mindray.com/na Rank	www.gehealthcare.com Rank	www.usa.philips.com Rank	www.siemens-healthineers.com/en-us Rank
mindray ultrasound	1,300	1	0	0	0
mindray ultrasound machine	320	1	0	0	0
zonare ultrasound	110	1	0	0	0
mindray portable ultrasound	70	1	74	0	0
mindray ultrasound machines	70	1	0	0	0
laptop ultrasound machine	40	1	3	23	0
ultrasound laptop	30	2	1	19	34
ultrasound machine manufacturers	30	2	3	15	4

Ranking 1 is top search result

Key Takeaway: Mindray has a strong organic search presence for branded and some generic keywords but needs more web content to rank for additional high-intent keywords.

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Search Visibility: Top Search Keywords and Volume With Ranking

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Keyword	Monthly Volume	www.mindray.com/na Rank	www.gehealthcare.com Rank	www.usa.philips.com Rank	www.siemens-healthineers.com/en-us�Rank
ultrasound machine	9,900	12	1	3	4
point of care ultrasound	3,600	64	4	11	0
portable ultrasound machine	3,600	7	3	9	0
portable ultrasound	2,400	9	4	6	0
ultrasound probe	2,400	24	2	0	13
at home ultrasound machine	1,900	40	8	23	0
home ultrasound machine	1,600	44	7	14	0
liver ultrasound images	1,600	44	0	14	0
Ultrasound transducer probe	1,300	7	3	0	6
Ultrasound transducer	1,300	7	6	14	11

Ranking 1 is top result

Key Takeaway: Mindray typically appears on pages 2–3 or beyond for highly searched, competitive keywords, limiting visibility during early-stage buyer research.

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Funnel	SEM/SEO Keywords Sample by Intent
Include all brand keywords AND keywords for intent – examples below.
Awareness	Sonographers: best ultrasound for daily scanning, ultrasound that reduces wrist strain Radiologists: latest ultrasound imaging innovations, top diagnostic ultrasound systems Imaging Directors: top ultrasound systems for radiology departments, radiology workflow technology trends C-Suite: how to choose capital imaging equipment, hospital technology trends 2025
Consideration	Sonographers: compare ultrasound machines for workflow, ergonomic ultrasound for busy techs Radiologists: ultrasound with best tissue characterization, compare image clarity in ultrasound systems Imaging Directors: scalable ultrasound systems for hospitals, ultrasound machine comparison for imaging centers�C-Suite: most reliable ultrasound brands for hospitals, ultrasound systems with ROI benefits
Conversions	Sonographers: ultrasound machine with fast presets, easy to learn ultrasound system Radiologists: hospital ultrasound for advanced diagnostics, radiology-grade ultrasound system Imaging Directors: ultrasound system with automation tools, high throughput ultrasound for radiology team�C-Suite: value-based ultrasound purchase for hospitals, cost efficient ultrasound system with support

High-Intent Keyword Recommendations

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Next Steps

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Next Steps

Finalize tactical plan and phased launch sequence
Develop internal communications assets, sales training materials, and resource hub
Activate KOL/influencer agreements and content production
Develop and launch Phase 1 campaign materials

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Thank You

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Appendix

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Paid Ad Specs

Channel	Ad Type	Design Specs	Ad Text Specs
LinkedIn	Carousel	Full specs can be found here: https://business.linkedin.com/marketing-solutions/success/ads-guide/carousel-ads	Card headline: 45 characters�Introductory text: 255 characters
LinkedIn	Single Image	Full specs can be found here: https://business.linkedin.com/marketing-solutions/success/ads-guide/single-image-ads	Headline: 70 characters Introductory text: 150 characters Description: 70 characters
LinkedIn	Document	Full specs can be found here: https://business.linkedin.com/marketing-solutions/success/ads-guide/document-ads	Headline: 70 characters�Introductory text: 150 characters
LinkedIn	Video	Full specs can be found here: https://business.linkedin.com/marketing-solutions/success/ads-guide/video-ads	Headline: 70 characters Introductory text: 150 characters Description: 70 characters
LinkedIn	Lead Gen Form	Full specs can be found here: https://business.linkedin.com/marketing-solutions/success/ads-guide/lead-gen-forms	Form Name: 256 characters�Landing page URL: 2000 characters�Offer Headline: 60 characters�Offer Detail (optional): 160 characters�Privacy Policy: 2000 characters�Call-to-Action: 20 characters�Confirmation Message: 300 characters
Programmatic	Image	Full specs can be found here: https://support.google.com/google-ads/answer/13676244?hl=en#zippy=%2Cdisplay-campaigns	Headline: 30 characters Long Headline: 90 characters Descriptions: 90 characters Business Name: 25 characters CTA: Automated
SEM	Text	Full specs can be found here: https://support.google.com/google-ads/answer/13676244?hl=en#zippy=%2Csearch-campaigns	Business Name: 25 characters Headline: 25 characters URL: 2048 characters Description: 90 characters CTA: Automated

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Existing A20 Asset Evaluation Matrix

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Asset	Funnel Stage	Target Audience	A20 Relevance	Strength	Gap
Product Brochure (A20)	Mid	Radiologist/Admin	Direct (A20-specific)	Rich detail, �visual quality	Not benefit-driven, dense
Quick Guide – Resona A20	Bottom	Sonographer	Direct (A20-specific)	Easy to scan	No conversion hook
Demo Guide – Holo PWV	Mid	Sonographer	Indirect (Software feature used in A20)	Workflow clarity	Needs summary/CTA
Demo Guide – iFusion	Mid	Radiologist	Indirect (Software feature used in A20)	Multimodality illustration	Lacks high-level benefit summary
White Paper – FreeBeam	Mid	Radiologist	Indirect (Core tech used in A20)	Strong clinical proof	Lacks lay summary
White Paper – STVi	Mid	Radiologist/Admin	Indirect (Software feature used in A20)	Technical depth	No case example, no visual summary
White Paper – HD Scope+	Mid	Radiologist	Indirect (Software feature used in A20)	Resolution-focused narrative	Too technical �for admins

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Existing A20 Asset Evaluation Matrix (Continued)

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Observation

Assets are solid mid-funnel tools but need top-funnel storytelling and bottom-funnel decision support.

Asset	Funnel Stage	Target Audience	A20 Relevance	Strength	Gap
White Paper – V Flow	Mid	Vascular /�Imaging Lab	Indirect (Software feature used in A20)	Real-time flow advantage	Requires clearer use case
White Paper – Fusion Imaging	Mid	Radiologist	Indirect (Software feature used in A20)	Clinically relevant	No patient or workflow story
Branding Video�(A20 – Short)	Awareness	All	Direct (A20-specific)	High production value	No emotional narrative or voiceover
Product Video�(A20 – Full/2 mins)	Awareness	All	Direct (A20-specific)	Length supports deeper storytelling	No CTA, lacks user voice / testimonial

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