One ecosystem
GipoNext and MioDottore, one group. The visibility message is supported by MioDottore's reach of 11 million Italians a month.
Keep the promise precise: connected services must not imply instant synchronisation.
All services
Campaign plan · Reviewed · One ecosystem
GipoNext demo push, Q4 2026
One tactical goal over seven weeks: 50 demo requests or free-trial signups by 15 Dec 2026. A focused campaign connecting paid media, one landing page and a clear sales handoff.
The audience
Built around the centre's decision-maker.
The campaign speaks to owner-managers who already understand the available solutions and are comparing systems for their medical centre.
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Included
Owner-managers of private and convenzionate multi-specialist centres.
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Excluded
Current GipoNext customers, single-doctor practices and centres already in active sales conversations.
“Sembrava il prodotto più completo per le esigenze del centro medico”
“It seemed the most complete product for the medical centre's needs.”
The positioning
One ecosystem. Three reasons to consider it.
Show how management software, FSE-ready reports and MioDottore visibility fit within one group, rather than asking a centre to piece together separate tools.
FSE-ready reports
Reports without an extra system. Ministero della Salute recognition supports this campaign angle.
Ministry claims must retain the wording used by GipoNext on gipo.it.
Patient data protected
The GDPR-compliance message draws on ISO/IEC 27001 and Azure hosting as its supporting evidence.
ISO claims must also retain GipoNext's wording, without broadening the promise.
The offer and landing page
One destination. Two ways to take the next step.
The A/B test compares two calls to action on the same landing page. Both ask for a buying action, not a download, and both contribute to the same campaign KPI.
Variant A: request a demo
A demo within 24 working hours.
Variant B: start the free trial
A 1-month free trial in the medical centre.
Report each variant separately while counting demo requests and trial signups together towards the target of 50.
Budget and target economics
A defined budget, with clear decision points.
The campaign combines Google Ads and LinkedIn sponsored posts with a landing page and sales enablement.
| Allocation | Budget |
|---|---|
| Total campaign budget | €5,000 |
| Google Ads and LinkedIn sponsored posts | €4,000 (80%) |
| Non-paid: not allocated yet Landing page, creative |
€1,000 |
Target maths
€4,000 paid ÷ 50 requests = €80 per request.
The kill rule (€160) is double that, the scale rule (€60) a quarter under it.
These are planning thresholds, not achieved results. There is no internal performance baseline or market-size count for this campaign.
Measurement and optimisation
Track the action. Make the decision.
Use one combined KPI, with channel and CTA-variant reporting that shows where requests are coming from.
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01 · Before launch
Test the full journey
Apply UTMs to every channel and variant. Send demo and trial conversion events into Salesforce, then run a test submission before launch.
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02 · 15 Nov 2026
Apply the budget rules
Kill rule: under 10 requests, or over €160 per request, by 15 Nov 2026.
Scale rule: a channel under €60 per request by 15 Nov 2026 gets the other channel's remaining budget.
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03 · 15 Dec 2026
Assess the target
Measure demo requests plus free-trial signups against the target of 50. Keep each CTA variant visible within that combined total.
From enquiry to conversation
Give every eligible lead a clear next step.
A lead is a demo request or trial signup from an included centre. A GipoNext sales representative is alerted in Salesforce and calls within 24 working hours.
Ilaria, acting sales lead for the practice brand, signed off the lead definition on 2026-10-16 and confirmed the measurement thresholds.
Delivery spans the landing page, Google Ads, LinkedIn Ads, an email sequence and sales enablement. The toolset includes HubSpot, GA4, PageSpeed Insights and Salesforce.
Explore website pluginsReview and delivery
Ready to measure, not just to launch.
Gate 1: 16 of 16 checks passed. The review covers the goal, audience, evidence, offer, handoff, tracking and budget.
The 16-step landing-page workflow begins with a page brief. Its scope rule is one page per offer, usually one page and no more than two.
What does the review establish?
The campaign has one measurable buying-action KPI, a number and a deadline. It defines who qualifies, matches the offer to solution-aware buyers and gives sales a named system and response window.
The review also checks supporting evidence for each message, positioning consistency, alternatives, written sales agreement, channel budget and explicit kill and scale rules.
What remains unknown?
No internal baseline or market count is available. Planning uses public information, and the non-paid allocation has not yet been assigned between landing-page work and creative.
What must the campaign avoid promising?
Instant MioDottore synchronisation must not be promised. Customer feedback identifies synchronisation delays, so the one-ecosystem message needs to remain precise. Ministry and ISO wording must stay aligned with gipo.it.
Alderr & Page · United Arab Emirates
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