About the client
The client is an award-winning provider of compliance management software for the healthcare industry in the USA. Its aim is to make healthcare compliance easy by bringing learning, training, credentialing, accreditation and compliance tools onto one platform. Founded in 2013, it launched its first version in 2015. It now has more than 2,500 customers, covering over 15,000 healthcare locations and over 300,000 healthcare professionals.
The challenge
In 2020 the COVID-19 pandemic pushed the client to move its lead generation online. Our first task was to define what a quality lead looks like in a niche audience of medical professionals, track where each opportunity came from, and build landing pages that convert. Performance marketing gave the client measurable insight and a clearer view of customer lifetime value, so it chose to carry on with digital lead generation. We keep optimising as the environment changes.
What we did
Paid advertising. We ran targeted search engine marketing and LinkedIn campaigns to reach healthcare professionals and decision makers. The programme began with search, display and social ads aimed at lead generation, then grew to a campaign for each of the client’s services.
Landing pages. Each campaign had a landing page tailored to the service and to what the searcher wanted. As campaigns were added, we built more pages. Pages were tuned for speed and ease of use to attract high-intent leads.
Tracking and automation. Website analytics and a CRM were connected so we could see user behaviour, collect lead details and automate lead scoring. Marketing automation passed leads to sales. Dashboards covered the full funnel from awareness to closed deals, and every lead was attributed to its platform, campaign and keyword.
Fast feedback. Leads were qualified within seven days of entering the funnel. That gave quick feedback on campaign performance and allowed weekly optimisation.
Reporting. We reported on impressions, clicks, cost per click, traffic sources, engagement, lead generation, lead scores and landing page conversion rates.
Results
Over three months:
- leads generated rose 45%, an increase of 1,155 leads;
- cost per lead fell 28%;
- return on ad spend was 723%.
Results in context
| Metric | Result | Period |
|---|---|---|
| Leads generated | +45% (1,155 additional leads) | 3 months |
| Cost per lead | 28% lower | 3 months |
| Return on ad spend | 723% | 3 months |
The three months are the reporting period for all three figures. The 1,155 is the number of additional leads behind the 45% rise. The source does not say which earlier period the 45% and 28% changes are measured against.
For a niche B2B audience of medical professionals, volume alone is not the aim, which is why the first task was to define what a quality lead looks like and to track every lead back to its platform, campaign and keyword. Cost per lead and return on ad spend show whether that tracking led to better use of budget, not just more enquiries.
Key takeaways
- Define a quality lead before spending on ads. For a niche B2B audience, volume alone is not the goal.
- Track every lead back to its keyword and campaign, so budget moves to what works.
- A landing page per service beats one generic page.
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