Capital Compass Campaign: Surgical Robotics
The surgical robotics campaign launched HANDLE’s Capital Compass series by showcasing data-driven insights from $20B+ in hospital capital spend. The goal was to establish HANDLE as a go-to source for healthcare equipment strategy while creating a multi-channel campaign that drove report downloads, engagement, and thought leadership around one of healthcare’s fastest-growing categories.
Campaign Details
The Campaign
Capital Compass: Surgical Robotics was HANDLE Global’s Q1 2025 insights report and the launch of the Capital Compass series. It positioned HANDLE as a source for federated capital spend insights through a multi-channel campaign with a report, landing page, blog, social media, and targeted outreach.
My Role
I led strategy, content, and creative execution for the GTM plan. I wrote the blog (powered by GPT), built and optimized the landing page in Webflow, designed campaign assets from social graphics to video, and drove internal enablement. I also created an optical-illusion LinkedIn video that made a surgical robot appear to “emerge” from the feed to capture attention and engagement.
Campaign Results
Impact & Metrics
Campaign Duration: March 31 – May 12, 2025
Report Downloads: 16 external downloads
LinkedIn Performance: 9,069 impressions, 739 HANDLE page views, 346 unique visitors
Social Reach: 4 organic posts across LinkedIn, Facebook, Instagram, and X
Creative Mix: Static graphics, carousels, blog visuals, and video with motion effects
Engagement: Social likes, shares, and CTRs above typical benchmarks. Email performance tracked separately
Why It Mattered
This campaign was about more than downloads. It established the Capital Compass brand, created a repeatable GTM framework later applied to hospital beds and future categories, and positioned HANDLE as a thought leader in capital equipment strategy.