Moving Prospects Through the Buying Cycle
OVERVIEW
Our client helps healthcare organizations optimize all areas of the revenue cycle, including:
- Patient access
- Medical coding
- Charge capture
- Healthcare compliance
- Medical billing
- Accounts receivable management
THE CHALLENGE
They had accumulated thousands of leads through events, direct marketing, sponsorships, search and social marketing.
If they could move a small percentage of prospects from stage one to stage two of the buying cycle, the results could be substantial.
THE SOLUTION
We recommended an informational nurturing campaign, which included:
- Short, high-value communications
- Delivered in a robust, compact way
This approach would help our client establish their thought leadership position while also increasing retention.
We developed a monthly newsletter, titled “Impact Report”, which offered a series of topics on how our client’s solutions helped practices keep more of what they earned.
Prospects who showed interest in a particular topic were sent a follow-up email with deeper insight. Prospects who continued to show interest were invited to a webinar, which gave the sales team direct insights into issues the attendees were facing.
The lead flow and technical requirements, from Marketo to Salesforce, were documented in an architecture for marketing and IT. This gave everyone a single view of the process from unqualified lead, to engaged, to stage one opportunity.
THE RESULTS
The first test flight in two verticals led to two closed deals, and the ROI for the program exceeded 6:1 and the first 2 weeks alone.
