How Cochlear Americas uses Rebrandly to turn messy URLs into professional marketing assets.

Summary

Cochlear Americas, the US division of the global leader in cochlear implant technology, needed marketing links that looked professional in print and online without losing campaign tracking. Their website URLs were already long, and adding UTM parameters made them unwieldy - awkward in presentations to surgeons and audiologists, and wasteful of space on printed materials. They implemented Rebrandly's branded link platform on a custom cochlear.us domain.

The change gave three specialized marketing teams one system for clean, branded links across PowerPoint decks, direct mail pieces, and QR codes on promotional items - with QR scans tracked separately from direct visits, HIPAA compliance built in, and a tagging structure that lets any successful campaign link be found and reused in seconds. Cochlear's international divisions in Australia and Latin America now use the platform as well.

Overview

Three teams, three audiences, and one requirement in common: links that look professional in a slide deck and on a printed magnet.

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.

The Challenge: Complex campaigns, complicated links

Long URLs plus UTM parameters made links unusable in exactly the places Cochlear needed them most - in front of medical professionals.

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.

“Our URLs are long and people love to add UTMs, so branded links are much clearer for our marketing materials,” says Kaylah Malillos, Sr. Digital Content Specialist.

The Solution: Centralized link management with smart tracking

A custom cochlear.us domain turns any destination URL into a clean, branded link - and a second set of links makes QR scans measurable on their own.

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.

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

Better-looking links get clicked more, QR codes get attributed properly, and a tagging system means nothing has to be rebuilt twice.

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.

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.