Overview: Cochlear Americas’ marketing team creates campaigns for all their audiences, from surgeons to potential patients to existing device users. Between PowerPoint presentations, direct mail pieces, and promotional items like branded magnets, they need professional-looking links that work in print and online. Rebrandly’s branded links, QR codes, and HIPAA compliance help them look polished while tracking what’s working across all their different marketing channels.
Rebrandly’s branded links and QR code capabilities help them reinforce their brand while tracking what’s working across all their different marketing channels.
Cochlear Americas is the US division of the global leader in cochlear implant technology. They give people with hearing loss the ability to hear and connect with the world around them–technology that literally changes lives.
Kaylah Malillos, Senior Digital Content Specialist, manages link creation and coordinates digital marketing efforts for the company’s 60-person marketing team. This team is divided into specialized groups: the professional marketing group creates presentations and promotional items for surgeons and audiologists, the candidate team develops campaigns for people considering cochlear implants, and the recipient team focuses on existing users who might want to upgrade.
The Challenge: Complex campaigns, complicated links
Cochlear Americas’ marketing teams face several key challenges: creating links that work across completely different formats, tracking campaign performance accurately, and staying organized across multiple concurrent campaigns. Each group needs links that work seamlessly, whether they appear in digital ads, printed brochures, or QR codes on promotional cubes and merchandise.
The problem: Cochlear’s website URLs were already long, and adding UTM tracking parameters (essential for measuring which campaigns generate conversions) made them downright unwieldy. These messy links looked unprofessional in presentations to medical professionals and took up valuable space on printed materials.
The solution: Centralized link management with smart tracking
Cochlear Americas solved its link management challenges by implementing Rebrandly’s branded link platform. Using their custom cochlear.us domain, the team can quickly transform messy URLs with UTM parameters into clean, professional links like “cochlear.us/hearing-implant.” Marketing teams simply provide their destination URLs, and Rebrandly handles the transformation into branded links that maintain their professional image across all materials.
QR codes are an essential part of many Cochlear marketing campaigns, and they need to be tracked and attributed the same way as other links. To distinguish QR code clicks from direct URL visits, they create separate branded links with UTM parameters that specifically identify QR code traffic. This means their analytics team can see exactly how people found them: did they type in the link from a presentation, or scan a QR code from a promotional cube on a medical professional’s desk? These QR codes now appear everywhere from direct mail pieces to physical promotional items that let medical professionals quickly access patient referral systems.
Impact: From messy links to measurable results
The difference was immediate. Professional URLs like “cochlear.us/webinars” don’t just look better, they’re more memorable and get more clicks than long, parameter-heavy links. That matters when, as Malillos puts it, “a lot of our leads come from digital.”
The impact extends beyond digital campaigns. Those QR codes on promotional cubes and brochures provide immediate value – medical professionals can scan one and directly access referral systems or educational materials. Meanwhile, their analytics team gets clean data through Google Analytics, thanks to those UTM parameters, showing exactly which campaigns and channels bring in the best leads for their digital-focused approach.
Behind the scenes, the system keeps everyone organized. Malillos uses Rebrandly’s tagging feature to sort links by team and use case, so when someone wants to reuse a successful campaign link, she can find it in seconds. When she took over the account from her predecessor, the transition was seamless, a testament to the platform’s intuitive design. The Rebrandly support team even helped clean up their workspace organization, consolidating everything into a more manageable setup.
Cochlear’s success with Rebrandly extends globally. Other international divisions, including Australia and Latin America, also use the platform, demonstrating how the right link management solution can support life-changing technology with the professional, trackable marketing it deserves.
