Boosting Lead Generation for Healthcare IT Provider Rescribe

Marketing

To reach the core healthcare decision-makers, we set our LinkedIn Ads to target professionals with titles like Hospital CIO, Healthcare IT Director, and Practice Administrator. These Ads promoted Rescribe's solutions to tackle issues like data silos, workflow bottlenecks, and physician burnout. 

Our email nurturing strategy focused on educating the audience with targeted content. This strategy included implementation guides, security whitepapers, customer success stories, and user personas. The aim was to maximize user engagement and conversion rate.

We followed an editorial calendar to span topics like digital transformation, patient experience, and connected care for the Social Media channels. Posts included infographics, statistic snapshots, and perspective articles.

We created different buyer personas based on the current customers. We identified job titles and functions that we had to exclude. We were further able to develop a deep understanding of Rescribe’s ICP.

Execution

Here's what we did!

• Ran A/B testing on ad creative and messaging to optimize conversion rates.
• Leveraged retargeting to re-engage visitors who left the website.
• Created and customized interactive demos for sales to close leads.
• Automated workflows to promptly respond and assign inbound leads.
• Aligned sales and marketing with SLAs for lead qualification and handoff.

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The integrated strategy, coupled with a high-volume, multi-channel approach helped us generate leads with polished sales qualification execution and velocity.

We create current customer lists and competitor company lists on LinkedIn and we add more data to it every week and exclude them from our campaigns. We started with LinkedIn lead gen form campaigns as from our experience they tend to work better as compared to landing pages. 

We ran Ads for 2 weeks, tested on different audiences, and created multiple lead-generation forms. With this activity, we found the hooks and angles that work, Ads with the highest CTR, and forms with the best completion rate.

We achieved quality leads but the volume was not satisfactory. We made adjustments to our ongoing campaign and scaled as needed. 

Results

In the first 90 days, our integrated strategy helped us produce:

• 28% increase in website traffic from LinkedIn.
• 62 sales-qualified leads generated via emails and LinkedIn.
• Reduction in cost per lead by 29% through campaign optimization.
• 11.2% improvement in social media engagement rate, exceeding the healthcare benchmark.

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The multi-channel approach was intended to deliver a strong influx of qualified prospects into Rescribe’s sales pipeline. 

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