MARKETING EXTENSION PROPOSAL
AI-Powered Growth Infrastructure for Covalon Technologies
Prepared for: COVALON TECHNOLOGIES LTD.
Prepared by: AD-Wise Agency
December 2025
"The Profit Is In The Follow-Up"
Executive Summary
1. Executive Summary
Covalon Technologies has built exceptional products: IV Clear® delivers the only dual-antimicrobial clear silicone IV dressing on the market, validated by 20+ years of clinical excellence and partnerships with Smith & Nephew and Mölnlycke. The technology is proven. The clinical evidence is compelling. The market timing is ideal.
What is missing is a systematic engine that converts clinical authority into qualified hospital pipeline.
This proposal presents AD-Wise Agency's approach to becoming your marketing extension. Rather than building an expensive internal marketing team or relying on traditional demand generation tactics that generate awareness without conversion infrastructure, we propose deploying an AI-powered follow-up engine that:
Sub-90-Second Response
Responds to every sample request, clinical inquiry, and website visitor in under 90 seconds
AI Pre-Qualification
Pre-qualifies hospital decision-makers and distributors through intelligent AI voice and chat agents
Strategic Targeting
Identifies and captures hospital procurement directors and NICU clinical leads through strategic data acquisition
Full Attribution
Provides full-funnel attribution from first touch to closed contract
The result: a system that generates qualified hospital pipeline at lower cost, faster speed, and higher conversion rates than traditional medical device marketing motions—without the overhead, hiring risk, or 6-12 month ramp time of building an internal marketing department.
2. The Challenge and Opportunit
The Challenge and Opportunity
Based on our analysis of Covalon's digital presence and market position:
  • Strong clinical validation with 20+ years of proven outcomes and regulatory approvals
  • Exceptional product portfolio with genuine differentiation (dual-antimicrobial + silicone)
  • Growing momentum: 80% revenue growth, 46% YoY U.S. Vascular Access channel growth
  • Basic website with resources library but limited lead capture mechanisms
  • No visible AI-powered engagement or instant response system currently deployed
  • Sample request program exists but lacks systematic follow-up infrastructure
  • Recent positive earnings momentum signals readiness for growth investmentt
The AD-Wise Opportunity
Enterprise AI buyers (your ICP) exhibit specific behaviors:
They research extensively before engaging sales (average 27 touchpoints)
They expect immediate responses to technical inquiries
They respond to peer validation and benchmark data
They make decisions based on performance proof, not marketing claims
An AI-powered follow-up engine intercepts these buyers at every touchpoint and guides them toward qualified conversations with your sales team.
The Critical Investment
3. Why Follow-Up Is the Highest-Leverage Investment
Before presenting our solution, it is important to understand why we believe the follow-up layer is the most critical investment Covalon Technologies can make right now.
The Industry Data
78%
First Response Wins
B2B buyers purchase from the vendor that responds first
9x
Speed Matters
Leads contacted within 5 minutes are 9x more likely to convert
27%
Massive Leakage
Only 27% of leads are ever contacted by sales teams
50%
Nurturing ROI
More sales-ready leads at 33% lower cost with lead nurturing

The average medical device company response time is 42 hours
The Implication for Covalon Technologies
Your products sell themselves once hospital clinical teams experience the performance difference and MARSI/CRBSI prevention outcomes. The challenge is not convincing qualified buyers; it is reaching them at the moment of intent and maintaining engagement throughout 6-18 month procurement cycles.
Traditional medical device marketing focuses heavily on the top of funnel (awareness, trade shows, distributor enablement) while underinvesting in the conversion layer. Our approach inverts this priority: build the follow-up engine first, then scale awareness with confidence that every lead will be captured and worked.
Our Approach
4. The AD-Wise Solution
We propose building a comprehensive AI-Powered Follow-Up Engine specifically designed for Covalon's hospital procurement journey and medical device sales cycles.
Component 1: AI Voice Agents
Human-like AI voice agents that respond to inbound inquiries within 90 seconds:
  • Instant callback on sample requests and clinical inquiry form submissions
  • Clinical pre-qualification (hospital type, patient population, current vendor, evaluation timeline, budget authority)
  • Automated calendar booking with clinical specialists and sales engineers
  • Conversation summaries delivered to CRM before human handoff
Component 2: AI Chat Agents
Intelligent website chat that engages visitors with context-aware clinical responses:
  • Technical FAQ handling (MARSI prevention data, CRBSI reduction outcomes, antimicrobial efficacy, pricing)
  • Clinical use case discovery and product recommendation
  • Lead capture with progressive profiling
  • Seamless escalation to live clinical support or sales
Component 3: Automated Email and DM Sequences
Personalized outreach triggered by engagement signals:
  • Behavior-based email sequences (resource downloads, product page visits, sample request follow-up)
  • LinkedIn DM automation for engagement signals (profile visits, infection prevention post interactions)
  • Social listening for buying signals (mentions of MARSI concerns, CRBSI reduction initiatives, IV dressing evaluations)
  • Sample evaluation nurture and reactivation campaigns for dormant leads
Component 4: Decision-Maker Data Acquisition
Targeted data acquisition for your exact ICP:
  • LinkedIn, web, and industry database mining for hospital procurement directors, infection prevention coordinators, clinical nurse specialists, NICU directors, surgical services directors
  • Contact enrichment (verified email, phone, hospital system data)
  • ICP filtering (hospital size, patient population, current vendors, recent infection prevention initiatives)
  • GPO contact identification (Premier, Vizient, HealthTrust decision-makers)
Component 5: Content Engine for Authority Building
Strategic content that attracts and converts your ICP:
  • Clinical thought leadership (MARSI prevention guides, CRBSI reduction case studies)
  • Customer success amplification (Children's Hospital implementations, NICU outcome data)
  • Educational webinar series for hospital decision-makers
  • SEO-optimized landing pages for high-intent clinical keywords
Welcome to Covalon Technologies
5. System Architecture: The Full-Funnel Engine
The AD-Wise AI-Powered Follow-Up Engine operates as a continuous flywheel across seven stages:
6. Deliverables
AD-Wise will implement the following for Covalon Technologies:
AI Infrastructure
  • AI Voice Agent deployment with custom scripts for clinical and sample request pre-qualification
  • AI Chat Agent integration with covalon.com and landing pages
  • CRM integration for lead routing and conversation handoff
  • Calendar booking automation with clinical specialists and sales team
Lead Generation
  • ICP database build: Hospital procurement directors, infection prevention coordinators, clinical nurse specialists, NICU directors, GPO contacts
  • Contact enrichment with verified email, phone, hospital system data
  • LinkedIn data acquisition and social listening setup for infection prevention discussions
  • Distributor prospect identification (150-200 target partners)
Automation Sequences
  • Multi-touch email sequences (hospital outreach, sample evaluation support, nurture, reactivation)
  • LinkedIn DM automation triggered by clinical content engagement
  • Behavior-based trigger workflows (resource downloads, pricing inquiries, sample requests)
  • Sample-to-contract conversion sequences with systematic 30-60-90 day follow-up
Content and Presence
  • Website optimization for lead capture (CTAs, forms, chat placement)
  • Landing pages for ICP segments (infection prevention, NICU, surgical services)
  • Clinical evidence amplification (gated guides, ROI calculators, case studies)
  • Educational webinar series for hospital decision-makers
Analytics and Attribution
  • Full-funnel attribution dashboard (first touch to closed contract)
  • AI agent performance tracking and conversation optimization
  • Weekly performance reporting with actionable insights
  • Sample request conversion tracking and evaluation outcome documentation
7. Expected Results (KPIs)
Based on AD-Wise benchmarks across similar medical device implementations:
Lead Response Time
Under 90 seconds
(from 24-48 hours)
Qualified Leads in Pipeline
35-50% increase
Sample-to-Contract Conversion
15-25% improvement
(from 8-12% to 25-35%)
Sales Team Efficiency
40% reduction
in unqualified prospect time
Cost Per Qualified Lead
30-40% lower
than industry average
Pipeline Attribution Visibility
100%
first-touch to contract tracking
How We Differ From Building an Internal Marketing Team
The following comparison illustrates the structural differences between hiring internally and partnering with AD-Wise as your marketing extension:
8. Implementation Timeline
1
Days 1-30: Foundation
  • Discovery deep-dive: ICP validation, sales process mapping, clinical specialist workflow, sample fulfillment process
  • AI Voice Agent configuration and script development for clinical inquiries
  • AI Chat Agent deployment on covalon.com
  • Initial ICP database build (first 1,000 hospital decision-makers)
  • CRM integration and workflow setup
2
Days 31-60: Activation
  • Launch AI agents for live lead handling
  • Email sequence activation (hospital outreach + sample evaluation nurture)
  • LinkedIn DM automation deployment for infection prevention audience
  • Landing page optimization and A/B testing
  • Attribution dashboard build and calibration
3
Days 61-90: Optimization
  • Performance analysis and AI agent tuning
  • Sequence optimization based on conversion data
  • ICP database expansion (additional 2,000+ contacts)
  • Content engine activation (clinical evidence distribution, webinar series)
  • Distributor recruitment program launch
  • Full system handoff and training
9. Investment Options
AD-Wise offers three engagement tiers to match Radium Cloud's growth objectives and budget parameters.

All tiers include weekly performance reporting, dedicated account management, and ongoing optimization. Minimum engagement period: 3 months.
STARTER
What's it Worth to you?
GROWTH
What's it Worth to you?
SCALE
What's it Worth to you?
10. Next Steps
To proceed with building your AI-Powered Follow-Up Engine:
01
Discovery Call
Schedule a 45-minute session to discuss Radium Cloud's specific requirements, sales process, and growth objectives.
02
Technical Assessment
Review your current tech stack, CRM setup, and integration requirements.
03
ICP Validation
Confirm target personas, company criteria, and geographic focus.
04
Proposal Refinement
Finalize tier selection and customize deliverables.
05
Kickoff
Begin implementation with target activation within 30 days.
SCHEDULE YOUR DISCOVERY CALL
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AD-Wise Agency
"The Profit Is In The Follow-Up"
Confidential - Prepared exclusively for Radium Cloud