SITZMARKS®
SITZMARKS® is a non-invasive diagnostic test that gives gastroenterologists insight into a patient’s colonic transit. Once a staple of medical school curricula, the original study received less attention over the past few decades as newer technologies and treatments entered the field. The result was a split audience, where many experienced physicians had used SITZMARKS®, while a generation of newer physicians had little to no awareness of it. After several years without a marketing push, SITZMARKS® recognized the market was larger than they had assumed and decided to put real momentum behind the product again.
SITZMARKS® partnered with SCORR Marketing to bring the product back to the forefront for GI doctors, with adult gastroenterology as the priority and pediatrics close behind.
THE CHALLENGE
SITZMARKS® came to SCORR with a clear goal but a complex set of obstacles to work through. The project presented four key challenges:
- Reaching two audiences at once (experienced GI doctors and new physicians)
- Meeting rigorous QA and review standards in the highly regulated medical diagnostic market
- Working within an existing web hosting platform that allowed limited customization
- Making a lean budget stretch across ambitious awareness and education goals
THE SOLUTION
SCORR started by refreshing the SITZMARKS® brand to reflect the simple, modern test it actually is, then reintroduced that brand to HCPs through channels SITZMARKS® could measure and track. The work centered on making SITZMARKS® the first test a physician reaches for when a patient presents with chronic constipation.
The Big Idea
SCORR began with the Big Idea, which aimed to capture what sets SITZMARKS® apart with messaging and visuals. The concept “Start With SITZMARKS®” gave physicians an effortless way to remember the test and framed it as the logical first step in determining colonic motility. The rest of our Big Idea built on that framing.
The visual concept made the message immediate. SCORR placed an X-ray, the end result of the test, front and center so the value of SITZMARKS® reads in a single glance. A three-icon graphic shows how simple the prescription process is, while circles and rings throughout the design echo the markers inside the SITZMARKS® capsule.
“We wanted the brand to feel as modern and straightforward as the test itself. Every design choice came back to clarity, helping a physician understand SITZMARKS® without a second thought.”
Carrie Svoboda, Design Manager, SCORR
A Refreshed Brand
SCORR carried the new look across the touchpoints physicians encounter most:
- Redesigned packaging that matched the modern brand and kept the product presentation clean and concise
- A brand video built on the updated messaging and visuals, ready for the website and broader marketing use
- An updated trade show booth that brought the refreshed brand to in-person audiences
A Website Built to Be Found
The SITZMARKS® website needed to do more than look current. SCORR rebuilt it to align with the brand while updating every page with keyword-informed copy, so physicians searching for answers could find SITZMARKS®. A reorganized sitemap made the site easier to navigate, and new pages gave visitors room to explore additional information about the test and its use.
Reaching HCPs Through Trackable Tactics
Marketing efforts had to speak to two audiences at once, so SCORR built a campaign for each. One reminded physicians who already knew SITZMARKS®, and the other introduced the test to those who didn’t. Each campaign included eight emails (six marketing and two business development) with messaging tailored to its segment. Diagnostic and HCP brochures supported the campaigns with clear explanations of the test and its diagnostic process.
SCORR also moved SITZMARKS® into paid media for the first time. Google Ads, paid social, and display advertising across Google and ABM put the brand in front of HCPs in channels SITZMARKS® had never used, and results have demonstrated the payoff.
RESULTS
SITZMARKS® had never run paid media before partnering with SCORR. Shortly after launching, the program was reaching or exceeding its goals across channels and reaching HCPs at a fraction of typical costs.
Performance data show the scale and efficiency the campaign has achieved:
- 585,000+ impressions in one month across YouTube, display, and search, putting SITZMARKS® in front of HCPs at scale in channels it had never used before
- A $0.10 YouTube cost per click, roughly 30 times below the $3.00 industry average
- Display click-through rates that climbed nearly eightfold over the year as the campaigns were optimized
- Paid search consistently among the program’s strongest performers, regularly meeting its click, click-through, and cost-per-click goals
Beyond the numbers, the reintroduction gave SITZMARKS® a modern, cohesive brand and a measurable presence. The client has pointed to a positive impact on ROI and has been impressed by the results of the paid search program.
“The paid search results have been a standout for us. It’s the first time we’ve put SITZMARKS® in front of physicians this way, and the response has shown us exactly why marketing was worth the investment.”
Kim Cheezum, Director of Sales, SITZMARKS®
TRUSTED TEST, FRONT OF MIND AGAIN
By modernizing the SITZMARKS® brand and reintroducing it through focused channels, SCORR helped a trusted diagnostic reclaim its place in the conversation. The rebrand gave SITZMARKS® a clear, cohesive identity and a measurable presence with the GI audience, and the momentum has shown SITZMARKS® the value of putting real marketing behind the product.
From strategy and design to campaigns that reach the right people, SCORR turns a strong product into a brand your audience remembers and reaches for.