Using Content Marketing for Executive Engagement
CLIENT PROFILE
Our client provides ED outsourcing solutions to hospitals and other healthcare providers. With competitive spending on the rise, they needed to build awareness and create RFP opportunities.
SOLUTION
Create a highly integrated campaign that included segmented content marketing campaigns to engage C-level executives. We developed a Knowledge Center as a central repository for numerous case studies, white papers and an online calculator. The key asset used to build engagement was an online financial impact calculator, which helped executives determine the potential cost savings available to them when using our client’s outsourced clinical support. The insights gathered from the calculator provided greater knowledge of prospects’ current baseline numbers, so sales teams could follow up more effectively.
RESULTS
Hundreds of prospects submitted data for sales teams to use for follow-up, and unaided awareness increased from 39% to 46% within 9 months.
