Marketing Case Study

Delivering Results with Digital Solutions to Address Changing Trends

THE SITUATION

Outdated, outbound marketing program

Reducing high overhead costs of marketing a specialty healthcare product with an expensive, outbound sales model contributing to high customer acquisition costs.

THE SITUATION

Outdated, outbound marketing program

Reducing high overhead costs of marketing a specialty healthcare product with an expensive, outbound sales model contributing to high customer acquisition costs.

THE SOLUTION

Reaching markets through digital marketing

Implemented a digital marketing program with well-developed and uniform product messaging accelerated product sales and company growth.

THE SOLUTION

Reaching markets through digital marketing

Implemented a digital marketing program with well-developed and uniform product messaging accelerated product sales and company growth.

Annual Improved ROI

$640K

Reduction in
labor costs

$24K

Reduction in
printing expenses

58%

Increase in average account value

$14.4K

Reduction in
sales expenses

Data-Driven Results

Digital ad conversion
rate in top of industry by

25%

Digital ad conversion rate in top of industry by

25%

Digital marketing spend
below industry avg by

50%

Digital marketing spend below industry avg by

50%

Digital ads increased
sales leads by a total of

45%

Digital ads increased sales leads by a total of

45%

Full Case Study


Challenge:
Our client introduced a new healthcare product to the market in 2014 to sell directly to clinicians, with a goal to provide a cutting-edge option for their patients. The leadership team was adamant about upholding the highest possible standards in product quality, which meant extensive safety testing and scientific research in an expensive on-site laboratory.  Compounding the problem of high overhead costs was the fact that the company’s outbound sales model struggled with inconsistent sales, scattershot messaging with prospects, and a dangerously high customer acquisition cost. In other words, the model wasn’t working.  The company needed a fresh approach that’s concurrent with the digital movement.  

Model A: Classic Outbound Marketing

In order to sell the product, our client followed an outbound sales model which included implementation in several different regions throughout the United States.

A breakdown of expenses for the company included:

  • Employing as many as 12 sales representatives in various locations.
  • Paying salaries worth $58,333.33 per month, or $700,000 per year.
  • Reimbursement costs totaling $1,200 per month in rep expenses.
  • Printing materials to distribute during meetings equaling $2,500 per month.

Challenges with Model A:

  • Large labor force in various regions with a broken approach
  • Inconsistent sales trends, tracking, and processes
  • Scattershot messaging, tactics, and process with prospects
  • High customer acquisition cost and unestablished follow-up process

Model B: Integrating Digital Marketing Solutions

Transitioning the entire sales and marketing model for the company required clear objectives and a strategic plan. In addition, digital marketing strategies were incorporated for lead generation and brand awareness.

The results from outbound to the inbound transition included:

  • Vertical integration of the messaging tracks in a central location
  • Automated sales process with webinars to increase close rates
  • A seamless CRM system tied to an inbound customer strategy
  • Paid social and paid Google advertising focused on Clinician targeting

Delivering Results via Digital Marketing:

An ongoing social media campaign, paid social advertising, and Google advertising strategies were used to help promote the product. This campaign was focused on attracting clinicians/doctors who are active on social media, who in turn would promote the product to their patients.

Results via strategic display advertising on Facebook and Google Ads included the following results:

  • Google Ads search and display impressions totaled over 1 million
  • Average cost per click (CPC) for the campaign was $0.81
  • The conversion rate for display ads totaled 5.40%, beating industry average of 5.31%
  • Total campaign spend ($4,488.18) was significantly less than the industry average which can total between $9,000 to $10,000 per month

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