Case Studies — Marketing Automation — Content Marketing
B2B Healthcare Marketing
Relequint focuses on B2B healthcare marketers from SaaS to product/device to hospitals.
Selling to Hospitals and Health Networks
Our B2B healthcare clients’ products and services range from software that customizes patient communications to meal replacement pouches for bariatric surgery patients. As a B2B healthcare marketer, your campaigns likely have to reach targets in many segments: hospitals, health networks, patients, strategic partners, media, etc. It is critical that your marketing plan consists of messaging specific to your buyer persona. By partnering with Relequint, you’ll achieve increased brand visibility, traffic, leads, conversions and ROI.
Digital Marketing Strategy
Growth Strategy Insights from B2B Customer Journeys
Keeping Your Sales Funnel Full of New Contacts is Critical to Your Business Objectives
Relequint works with B2B healthcare companies to architect sophisticated sales funnels for qualified leads that are ready-to-buy. Our healthcare clients develop software-as-aservice, medical devices, equipment, post-bariatric foods and provide retirement services. Relequint assists healthcare companies in developing detailed buyer personas and identifying the contacts that are truly sales qualified. We develop an entire year of content based on the buyer persona and then make adjustments monthly to keep content relevant.
CONVERSION OFTEN COMES DOWN TO LANDING PAGES
Providing content that matters to your prospects is critical, but once they’ve made a decision to pursue your path of content they will end up at a landing page that requires them to give up information. Make the offer clear and direct it specifically to your buyer. The more healthcare purchasing language you can use the better, as it will convert more of the right prospects.
COUNTING CONTACTS OVER TIME
As we learn which content yields the greatest opportunities from closed deals and qualified B2B healthcare prospects, we can develop more predictable results. Focusing on qualified customer journeys, we can tweak content strategy and editorial calendars for repeatable and scalable programs.
Leveraging Insights from B2B Customer Journeys
As B2B marketers, if we look realistically at the journey of a prospect, we can see some clearly defined lines of demarcation. As a stranger, our persona may be exposed to our brand and messaging/positioning. When they click on our AdWords or LinkedIn campaigns, they become a suspect. Once the prospect enters our inbound marketing sales funnel, we can qualify them and the potential opportunity.
EXAMINING SESSION TRAFFIC FOR HEALTHCARE WEBSITE REDESIGN OPPORTUNITIES
As a B2B healthcare marketer, we understand that your company is focused on innovation in services and products for hospitals, health networks, medical practices and patients. Although you may have pioneered groundbreaking work, getting your message out and positioned as you prefer can be a challenge. Closely studying visitor behaviors over time provides opportunities to develop long-term strategies that not only increase traffic, but also bring more of your specific buyers to your content.
B2B BLOGGING AS AN ASSET
A key difference between B2B content and advertising is the understanding that your content continues to be a source of qualified leads long after it goes live. That next big account may come in through a blog post from two years ago.
You need to convince leadership that the short-term and long-term benefits of working on blogging will make the challenges worth it. Make sure you provide plenty of metrics and research, along with feedback from your team members.
B2B blogging without measuring results and acting is a complete waste of time. We recognize that the number of metrics can seem overwhelming. The most important metrics you need to track are:
Social Media Shares
HEALTHCARE CASE STUDY:
PatientBond | Engagement Amplified
BUILDING A BRAND, WEBSITE & DIGITAL STRATEGY FOR UNIQUE CUSTOMER PERSONAS
Patient Enagement Amplified
PatientBond is a sophisticated, highly personalized patient engagement platform whose creators came to Relequint because they wanted an equally sophisticated and personalized inbound marketing strategy.
PatientBond’s cloud-based platform automates communications with patients using a unique and proven healthcare consumer psychographic segmentation model. Psychographics pertain to people’s attitudes, values, lifestyles and personalities, and are the key to understanding healthcare consumers’ motivations.
PatientBond needed a comprehensive website that clearly communicated all of their applications for their two primary buyer personas: hospitals/health systems and urgent care centers. They also needed an inbound marketing strategy that answered healthcare providers’ perennial question: How do I not only better engage my patients, but also get them to change their behavior?
Our solution was an inbound marketing strategy that included not only regular blog posts that spoke to their highly educated, skeptical, and cost-conscious personas, but also a variety of premium content offerings that established PatientBond both as a thought leader in the industry and a solution to patient behavior change challenges.
A TARGETED WEBINAR RAKES IN LEADS
As one example, PatientBond offered a webinar to urgent care centers called “Enhancing Urgent Care Clinics’ Financial Performance through Differentiated Patient Engagement and Behavior Change.” The Urgent Care Association of America (UCAOA) agreed to be a co-presenter and offer promotional support via emails to its members.
Relequint created a landing page for webinar registrations and promoted the webinar to generate sales-qualified leads. Our comprehensive marketing strategy included:
Helping PatientBond identify objectives tied to webinar registrations, ability to close sales and revenue targets
Leveraging inbound marketing tools to drive sales qualified leads into sales funnel
Developing a robust digital marketing program encompassing blog posts, a landing page, web page updates, email, and social media campaigns
Designing calls to action to convert traffic produced from organic search, email, social, and PPC ad campaigns
Following up with lead nurturing emails
Creating an on-demand version of the webinar to continue to collect leads after the webinar ended
Tracking and reporting on ROI from lead generation efforts
IN THE 60 DAYS AFTER PATIENTBOND’S WEBINAR WITH THE UCAOA, THIS INBOUND MARKETING STRATEGY:
Attracted 292 webinar registrants, including 249 new contacts
Received 51 on-demand views to date
Increased leads 160%
Increased social media followers 46%
Earned a LinkedIn ad conversion rate of 5%
The total result of this and other inbound marketing campaigns? In PatientBond’s own words, “more leads than we can keep up with.”
Bigger Company, Better Site
After two years of successful campaigns like this, PatientBond is ready to take their digital presence to the next level. PatientBond recently acquired c2b solutions — a company that developed a psychographic segmentation model to drive patient behavior change across clinical and marketing applications — as its research arm.
As part of the acquisition, PatientBond will also acquire c2b’s owned SEO for psychographic segmentation-related keywords by incorporating c2b blogs, whitepapers and other content into a newly redesigned website.
This new PatientBond website will target four unique personas — hospitals/health systems, medical practices such as urgent care centers, insurers and employers — through clear paths on the home page. The site will also utilize dynamic, or “smart” content, that will allow PatientBond to qualify site visitors by persona as visitors move through the site and engage with content pertaining to their specific needs.
The acquisition of c2b solutions and their new website will further establish PatientBond as a thought leader and market leader in the increasingly competitive clinical communication and collaboration platform industry.
PAVING THE WAY FOR PATIENT BEHAVIOR CHANGE