Our client is a growing data management solutions provider, with 150 years of combined experience dealing with complex data for customers across a range of sectors. One solution they have developed supports healthcare organisations in effectively managing patient pathways.
What they needed
Our client’s solution allows healthcare providers to bring all patient pathways data together in one place – this allows them to effectively monitor and manage the progression of patients through the service; understand any issues or bottlenecks; reduce inefficiencies, and provide a clear audit trail. For NHS Trusts, this information can help avoid any fines for missing patients or failing to meet patient pathway deadlines.
To engage potential leads, our client runs events across the country, focused on sharing ideas and information about best practice in patient pathway management. Our client has an in-house team that raises awareness of events they run through telemarketing, email marketing and direct mail – however, over time they were getting diminishing returns from their marketing activity. Because of our broad experience in the healthcare sector, they selected us as a partner to help freshen up their approach to event promotion.
What we did
Before working with us, very little segmentation was used when targeting the prospect base, meaning individuals were often receiving communications for events which were not relevant to them, or based too far away. This was leading to prospects becoming disengaged, and with only around 200 NHS Trusts to target our client was keen to avoid damaging relationships with prospects. To overcome this and boost overall engagement rates, we carried out a mapping exercise to understand the main travel corridors feeding into each event. This enabled us to develop an in-depth idea of the catchment areas of the events and allowed us to conduct an advanced segmentation exercise to target only the most relevant prospects for each event. This meant that communication was more relevant and targeted, and engagement rates increased as a result.
In addition, our client’s database included around 20- 25 contacts per organisation, across business functions and with a diverse range of job roles. We further segmented the data based on decision making role – so we could target each decision maker with tailored messaging focussing on the aspects of the solution most relevant to their role. For example, for a member of staff dealing with compliance, the audit trail is a key benefit. For staff working in patient experience, the ability to understand and redress bottlenecks is a primary selling point. And for a person dealing with the finances – the features enabling them to reduce inefficiencies are of most interest.
Having multiple touch points increased opportunities to break into each organisation, and we therefore contacted multiple people within the same organisation to increase the chances of successful engagement. By doing a thorough Strategy Review at the start of the campaign we understood how to position the event and the solution itself to an individual based on their job role and buyer persona. Engaging conversationally on the phone also allowed us to be responsive to the specific concerns and challenges of that individual, as well as gather a high level of intelligence on each organisation.
Throughout the campaign, we combined both telemarketing and email marketing to maximise impact and generate a warm lead pipeline. We sent a series of e-shots to each relevant decision maker within the right catchment area, and measured their level of interaction with each email to gauge interest and prioritise the data for calling. For example, we analysed which individuals opened the emails, how many times it was shared, the number of link clicks and the links they clicked on to score each lead. Telemarketing supported this activity, ensuring that the interest generated converted into actual registrations. Further touch points along the customer journey – for example, ahead of the event – were used to reduce dropout and ensure registrations converted into actual attendances.
What we achieved
We secured the attendance of 251 high level decision makers across 13 different events. In addition to the 251 attendees, we developed a substantial lead pipeline of individuals interested in future events, and provided an enhanced and updated prospect database for our client. The intelligence gathered on each prospect also assisted with the follow up sales process after the event, facilitating more targeted sales activity. Just as importantly, we developed a comprehensive strategy for segmentation and targeting which could be rolled out across future events by their internal team. We also provided a blueprint for the process to follow ahead of future events to prioritise data, maximise conversions and reduce drop outs. This has enabled them to continue promoting future events successfully.