Email Marketing
Philips & Dyaco - Case Study
How we helped Dyaco Medical & Philips boost medical equipment sales during COVID-19 with high-converting email campaigns
Dyaco Medical , in collaboration with Philips, produces world-class medical equipment focused on rehabilitation and physiotherapy. Like many in the industry, they faced unique challenges during the COVID-19 pandemic — with medical facilities under pressure, limited sales meetings, and physiotherapists overwhelmed.
Our job was to revive their sales pipeline with highly-targeted, value-driven email marketing — and it worked.
The Challenge
In 2020, as the COVID-19 pandemic swept across Europe and the UK, hospitals and rehabilitation centers were at capacity, while private practices struggled to maintain patient volumes. At the same time, Dyaco Medical had just released their Philips-branded rehabilitation equipment, aiming to position it as essential for post-COVID and long-term care.
The catch?
Their traditional sales channels — in-person events, conferences, and on-site demos — were wiped out overnight.
What Dyaco needed was a way to get in front of physiotherapists, clinics, and healthcare providers digitally, and educate them on why their equipment was crucial for post-COVID rehab, remote patient care, and mental health support.
The Solution
We designed a multi-touch email campaign strategy to cut through the noise and make Dyaco top of mind for rehab and healthcare professionals.
Our approach:
• Customer-led narrative: We built each email aroundsolving a specific problem healthcare professionals were facing(e.g., long COVID recovery, remote working issues, mental health impacts of physiotherapy, shortages of physiotherapists, and easing NHS/European healthcare burdens).
• Segmentation & targeting: Emails weretailored to decision-makers— from physiotherapists to clinic managers, based on the challenges they faced.Educational content: Each emaileducated the reader first, offering real NHS/European healthcare context, rather than pushing products directly.
• Action-driven CTAs: Clear steps to"Download Brochure","Contact Us", or"Request a Quote", turning interest into action.
The Emails
Reducing Pressure on Healthcare Systems
Objective:
Advocate for the integration of physiotherapy into primary care to reduce the burden on healthcare systems.
Content:
The email presented data on how physiotherapy can prevent hospital admissions, reduce falls among older adults, and save healthcare costs. It also highlighted Dyaco Medical’s MED range, which is medically certified and designed to meet the needs of healthcare providers across Europe.
Call-to-Action:
Request a quote or download the brochure to explore Dyaco’s MED range.
Relieving Remote Work Pressure
Objective:
Address the physical strain caused by prolonged remote work, such as back pain, poor posture, and fatigue.
Content:
The email provided practical tips for physiotherapists to help patients manage remote work-related issues, including simple exercises, posture correction, and muscle-strengthening techniques. It also promoted Dyaco Medical’s ergonomic equipment, designed to support recovery and improve workplace wellness.
Call-to-Action:
Explore Dyaco’s product range or contact the team for personalized recommendations.
Addressing the Physiotherapist Shortage in Europe
Objective:
Support physiotherapists in managing increased workloads due to a shortage of professionals in Europe.
Content:
The email discussed the growing demand for physiotherapy services and how Dyaco Medical’s innovative, medically certified equipment can help therapists deliver efficient and effective care. It also highlighted features like AI-powered treadmills and adjustable parallel bars designed for rehabilitation.
Call-to-Action:
Contact the team to discuss specific requirements or download the brochure for more information.
Holistic Approach to Long COVID Recovery
Objective:
Educate healthcare providers on managing long COVID symptoms through a holistic approach, including physical activity, diet, and mental health support.
Content:
The email highlighted the importance of tailored exercise programs, healthy diets, and mindfulness activities to help patients recover from long COVID. It also showcased Dyaco Medical’s range of rehabilitation equipment, designed to support patients in their recovery journey.
Call-to-Action:
Download a brochure or request a quote for equipment tailored to long COVID recovery.
Emotional Relief Through Physiotherapy
Objective:
Highlight the emotional and mental health benefits of physiotherapy, especially for patients dealing with chronic pain, depression, or anxiety.
Content:
The email emphasized how physiotherapy can reduce stress, alleviate depression, and lower anxiety levels. It also showcased Dyaco Medical’s equipment, which supports both physical and emotional recovery.
Call-to-Action:
Download the brochure or get in touch to learn more about how Dyaco’s products can enhance patient care.
Reducing Pressure on Healthcare Systems
Objective:
Advocate for the integration of physiotherapy into primary care to reduce the burden on healthcare systems.
Content:
The email presented data on how physiotherapy can prevent hospital admissions, reduce falls among older adults, and save healthcare costs. It also highlighted Dyaco Medical’s MED range, which is medically certified and designed to meet the needs of healthcare providers across Europe.
Call-to-Action:
Request a quote or download the brochure to explore Dyaco’s MED range.
Relieving Remote Work Pressure
Objective:
Address the physical strain caused by prolonged remote work, such as back pain, poor posture, and fatigue.
Content:
The email provided practical tips for physiotherapists to help patients manage remote work-related issues, including simple exercises, posture correction, and muscle-strengthening techniques. It also promoted Dyaco Medical’s ergonomic equipment, designed to support recovery and improve workplace wellness.
Call-to-Action:
Explore Dyaco’s product range or contact the team for personalized recommendations.
Addressing the Physiotherapist Shortage in Europe
Objective:
Support physiotherapists in managing increased workloads due to a shortage of professionals in Europe.
Content:
The email discussed the growing demand for physiotherapy services and how Dyaco Medical’s innovative, medically certified equipment can help therapists deliver efficient and effective care. It also highlighted features like AI-powered treadmills and adjustable parallel bars designed for rehabilitation.
Call-to-Action:
Contact the team to discuss specific requirements or download the brochure for more information.
Holistic Approach to Long COVID Recovery
Objective:
Educate healthcare providers on managing long COVID symptoms through a holistic approach, including physical activity, diet, and mental health support.
Content:
The email highlighted the importance of tailored exercise programs, healthy diets, and mindfulness activities to help patients recover from long COVID. It also showcased Dyaco Medical’s range of rehabilitation equipment, designed to support patients in their recovery journey.
Call-to-Action:
Download a brochure or request a quote for equipment tailored to long COVID recovery.
Emotional Relief Through Physiotherapy
Objective:
Highlight the emotional and mental health benefits of physiotherapy, especially for patients dealing with chronic pain, depression, or anxiety.
Content:
The email emphasized how physiotherapy can reduce stress, alleviate depression, and lower anxiety levels. It also showcased Dyaco Medical’s equipment, which supports both physical and emotional recovery.
Call-to-Action:
Download the brochure or get in touch to learn more about how Dyaco’s products can enhance patient care.
Our results
52% average open rate
across the campaign (compared to 20-25% industry average).
21% click-through rate
more than double healthcare campaign benchmarks.
27% increase in brochure downloads
and quote requests within the first 3 months.
Dyaco reported a 15% increase in medical equipment inquiries
in the months following the campaign.
What We Learned
• Solving real problems beats hard selling: Rather than focusing on specs and features, every email was about how Dyaco could help solve the immediate challenges faced by clinics and physiotherapists.
• Segmentation makes all the difference: By focusing on specific personas (rehab specialists, physiotherapists, clinic owners), open rates and conversions skyrocketed.
• Timely content drives urgency: Tapping into COVID-19 realities (e.g., long COVID, remote work injuries, mental health crisis) made Dyaco’s message highly relevant and urgent.
Why it worked
By focusing on healthcare providers' biggest pain points during a crisis, we positioned Dyaco Medical and Philips as partners — not just sellers — in recovery and patient care.
Our campaigns cut through the noise, created trust and education, and drove meaningful action — which is what good email marketing is all about.
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