Case Study: Driving Growth for a Healthcare Tech Startup
Client Overview:
Our client, a healthcare technology startup, developed a groundbreaking platform designed to support home care agencies in managing caregiver credentials and training. Additionally, the platform connects caregivers with open shift postings, ensuring that home care agencies can maintain high levels of service quality. As a startup in a competitive market, the client faced significant challenges in growing their user base and needed a reliable partner to generate qualified leads for their sales team.
The Challenge:
The startup approached Incept Health with a clear but challenging goal: to produce a steady stream of qualified leads that their internal sales team could convert into paying clients. With a focus on expanding in key markets—Ohio, New York, New Jersey, and Pennsylvania—the client needed a sales and marketing partner that could not only deliver results but also adapt rapidly to their evolving needs. Their team required quick adjustments to campaign strategies and content plans to align with the company’s shifting objectives.
Our Solution:
Understanding the client’s need for agility and effectiveness, Incept Health implemented a comprehensive, multichannel campaign to ensure we reached prospects where they most wanted to engage. Our approach included:
Phone Outreach:
The client provided an initial list of target organizations. To enhance the quality and completeness of this list, our team utilized specialized list-building sources to supplement missing information, ensuring successful outreach. Our lead generation experts crafted a call guide based on industry experience and best practices, which served as the foundation for all outreach efforts. This call guide was regularly modified and refined based on client feedback and the responses received from prospects, ensuring that the messaging remained relevant and effective.
Email Marketing:
We executed several targeted email campaigns to support the client's growth objectives. These included:
Conference and Trade Show Pre and Post-Marketing: Email campaigns designed to schedule meetings with potential clients before key industry events, ensuring the client’s sales team had a full calendar of appointments. We also managed follow-up campaigns post-event to maintain engagement with those who showed interest.
Email Sequences Paired with Inside Sales Phone Calls: Coordinated efforts where email sequences were strategically timed with inside sales calls to maximize outreach effectiveness. This dual approach helped to nurture leads and move them further down the sales funnel.
CRM Template Creation: To empower the client’s internal sales team, we created customizable email templates within their CRM system. These templates were designed for various stages of the sales process, enabling the client to maintain consistent messaging and streamline communication.
Social Media Advertising:
We designed and executed custom audience campaigns paired with the list being called to ensure we reached the companies and contacts the client was most interested in pursuing. In addition to the targeted outreach, we implemented retargeting campaigns to continuously re-engage those who had visited the website or shown interest in any way online. To maintain a cohesive and professional brand image, our team of designers crafted ads that seamlessly matched the client’s existing brand aesthetics, making it appear as though all outward-facing content was created internally.
SEO Blog Content:
Regularly updated blog posts optimized for search engines, focusing on relevant topics such as caregiver management, compliance, and home care industry trends, driving organic traffic to the client’s website.
Sales Collateral:
We developed a suite of sales collateral, including brochures, case studies, and one-pagers, to equip the client’s sales team with the tools they needed to close deals effectively. This collateral was carefully crafted to resonate with decision-makers and highlight the platform’s unique value propositions.
Content Upgrades:
To further enhance the client’s online presence and lead generation efforts, we executed content upgrades on their website. This involved creating gated content, such as whitepapers and eBooks, that provided valuable insights to visitors, encouraging them to enter the sales funnel organically.
This strategy ensured that we reached potential customers through multiple touchpoints, increasing the likelihood of engagement and conversion. Our team worked closely with the client to adjust messaging, targeting, and content based on ongoing performance data and evolving business goals.
Results:
Over an 11-month period, Incept Health successfully generated 171 qualified leads, surpassing the client’s initial expectations. These leads were instrumental in helping the client’s sales team close deals and expand their market presence in the targeted states. The client’s platform saw significant growth in user adoption, enabling them to achieve critical business milestones and secure additional investment.
Ready to grow your healthcare business?
Even with the right strategy, running a sales and marketing campaign for your healthcare organization can be a complex, time-consuming process. Need help? Incept Health is here for you! Our team of experts specialize in helping healthcare organizations attract and convert new customers/patients. Get in touch today for a free consultation and see how we can help your business grow.