Make value-based care easier to understand, and Vatica harder to overlook
Vatica Health had the technology, the clinical team, and the leadership experience to help providers succeed in value-based care. The harder job was getting more providers to see why that mattered, and to trust Vatica enough to start a conversation.
Talk about a similar programIn value-based care, complexity gets in the way of credibility.
Vatica Health helps providers and payers improve performance in value-based care. The work is technology and clinical teams, aimed at risk adjustment, quality of care, and coding.
Value-based care asks a provider to rethink how care is delivered, documented, and paid for. Vatica already knew that work. What it needed was a clearer way into the market: something that could teach providers, and give them a reason to treat Vatica as a partner rather than another vendor.
The brief was brand awareness, a value proposition a clinician could follow, and leads. None of that started with a demo.
A subject providers already found confusing
Value-based care still sounded like a payer program. Risk adjustment could sound like something done to the practice, not for it.
Expertise that was not yet easy to find
The company had a point of view. The market did not yet have a simple way to hear it.
A product pitch was the wrong first step
Providers needed a reason to learn before they had a reason to talk to a consultant.
No home for the story after launch
A campaign page would expire. The company needed an owned place for the series, the offer, and the next conversation.
Do not start with the product. Start with the conversation providers already want.
The point of view was already inside the company. Vatica’s leadership could tell the payer and provider story from both sides: a physician’s clinical experience, and 15 years leading inside a health plan. That is a point of view. It is not a tagline.
We turned it into Demystifying Value-Based Care, a podcast that answered three questions in order. What is value-based care? Why does it matter? How can a provider benefit?
Lead with expertise, not promotion
The series was built to teach. Branding and product language stayed light, so the experience and the perspective could carry the episode. The content had a reason to exist after the campaign ended.
Put it where VBC-interested providers already were
The podcast sat at the center of a program aimed at priority provider markets. Email to the CRM and to acquired lists. LinkedIn by geography and group. Social to small and midsize providers. Paid display on local and regional physician association sites and e-newsletters. Campaign landing pages. Episodes also ran on the major podcast platforms, so discovery was not limited to paid and outbound.
Give every visit a useful next step
Promotion went to a landing page for the series, not a demo request. Learning was the offer. That made the first step easier, and it told Vatica which providers were interested.
Hand the download to a consultant
A download was not the end of the path. Providers who took an episode got a follow-up call from a Vatica consultant. The same subject also moved through direct mail, webinars, infographics, landing pages, paid social, and display. One topic. Several ways in. Several chances to keep going.
Build the site around the buyer
Red House designed and developed Vatica’s website so the story, the expertise, and the content lived in one place. Demystifying Value-Based Care could keep working for discovery, lead generation, nurture, and thought leadership after the first flight ended.
One subject. Three places a provider could meet it.
Thought leadership
Demystifying Value-Based Care. A series a provider could follow without already believing the product.
Audience strategy
Email, LinkedIn, social, association display, and podcast platforms, aimed at priority provider audiences.
Digital experience
Campaign landing pages, plus the Vatica website that kept the story after the media stopped.
A human next step
Downloads went to consultant follow-up. The rest of the program, mail, webinars, and infographics, stayed on the same subject.
600+ downloads. And a content platform that kept working.
The series generated 154 podcast downloads in the launch window. Within six months that number was past 600, and still moving.
Where they came from mattered. Many arrived through search. People were looking for value-based care and finding Vatica, not only answering an email or an ad. The company kept a source of thought leadership it could keep using for lead generation and nurture.
What sales could use
The category got explained before the product did. Consultants called people who had already chosen to learn. Marketing kept an asset, instead of a flight that ended when the media did.
Complex healthcare stories do not have to make for complicated marketing.
The right strategy can turn deep expertise into a story the market understands, and give the right buyers a reason to engage. If the expertise is ahead of the marketing, that is the conversation.
Let's Connect
Tell us about your goals.