The American Hospital Association helped a leading health care software company generate more than 70 marketing qualified leads and 100-plus e-book downloads through an integrated marketing campaign developed to illustrate how to overcome obstacles in incident reporting.
Through an integrated lead generation and nurturing process, the campaign was successful in attracting new prospects to the organization, as well as nurturing existing prospects in order to close business.
THE CHALLENGE
The topic of incident reporting in health care can be complex and difficult to convey in a traditional marketing campaign. A leading health care software company that delivers a valuable solution to the challenge created an engaging e-book on the topic in order to build awareness and generate interest in its offering. This client wanted to reach new prospects with this content, increase engagement for existing prospects, and nurture a minimum of 70 leads to a “marketing engaged” status.
CAMPAIGN
The AHA partnered with the client to develop and execute a targeted marketing campaign over a period of three months.
This campaign targeted health care professionals in hospitals and health systems that were selected from AHA’s high-quality database of health care executives and professionals — built from multiple sources across the American Hospital Association. Targeted titles included Chief Medical Officer, Compliance, CFO & Finance, CHRO & HR, CMIO, Legal, CNO, Nurse Information, COO & Ops, Quality and Risk.
Using the e-book content as the key asset, the AHA deployed a range of marketing tactics to generate and build interest:
- E-promotions
- Infographic
- E-book
The AHA launched the campaign by developing an engaging infographic that highlighted key data points from the e-book. This infographic was available for download on a landing page that also offered a download of the full e-book to those who provided their contact information in a form.
Over the following weeks, the target list then received a series of e-promotions highlighting various aspects of the infographic in order to drive additional e-book downloads.
In addition, the e-book was promoted on a web page which an average of 115,000 hospital and health system executives viewed each month.
RESULTS
More than 180 copies of the e-book on incident reporting were downloaded as a result of this campaign. The client saw a significant uptick in marketing qualified leads, 60 percent of which were new prospects.
101
existing prospects downloaded the e-book
5X ABOVE GOAL
38
of those prospects pursued additional information
70+
marketing engaged leads delivered
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