Filling the Pipeline with an Abundance of Qualified Leads

AHA: THE KNOWLEDGE AND CREDIBILITY TO REACH THE RIGHT AUDIENCE

Hendrich partnered with the AHA to execute a webinar targeting hospital and health system leaders to drive awareness of the value of the Hendrich II Fall Risk Model™.

The webinar, titled “Should Zero Falls Be the Goal? A New Era for Reducing Injurious Falls and Healthy Aging,” featured patient stories and a Hackensack Meridian Health case study, co-presented by Dr. Ann Hendrich and Hackensack’s Clinical Program Manager for Geriatrics. The webinar far exceeded expectations with over 1,000 registrants and an attendance rate of over 55%.

Bolstered by the success of this effort, Hendrich worked with the AHA to develop a lead generation campaign to fuel her pipeline, built on a foundation of thought leadership content. The campaign targeted health care decision-makers and influencers in hospitals and health systems identified from the AHA’s high-quality member database of health care executives and professionals. Targeted titles included nursing, population health leaders, patient safety/risk managers, quality leaders, and other titles — built from multiple sources across the AHA.

“We have been extremely pleased with the personal attention we received from the American Hospital Association. When you have the AHA in your corner helping you with hyper-focused audience targeting and messaging that resonates, you have a chance to reach people that you ordinarily wouldn't have before. The webinar and lead generation campaign were the perfect catalyst to identify and start conversations with potential clients.”

Ann Hendrich
PhD, RN, FAAN, Founder
hendrichfallriskmodel.com

Over the following weeks, the AHA team launched an email campaign, nurturing the campaign’s audience with high-value content highlighting key insights from Hendrich guidebooks and sample care plans, designed to convert this audience to marketing engaged leads.

RESULTS

In addition to 1,000+ webinar registrants and an attendance rate of over 55%, the AHA also delivered more than 1,103 high-quality leads to the client as a result of the lead generation campaign, more than triple the anticipated number.