Projects Category: Project Management
Challenge.
Establish Updox, a healthcare technology company as a front-runner in the field, and to stand out in a competitive market.
Solution.
Develop a strategic and comprehensive integrated campaign that caters to the entire customer journey.
Results.
- 300% improvement in email click-through rate for inbound marketing campaign
- 700 registrant average for webinars
- Influenced a 1,900% increase in users for the all-in-one platform [from 500 users to 10,000 in just one month]
Project Summary
In late 2019, telehealth constituted a growing portfolio for Updox, a healthcare technology company offerings. Updox specialized in an all-in-one solution that enhances communications – such as telehealth, secure texting, electronic fax, and touchless check-in – among medical professionals and their patients.
I spearheaded the comprehensive integrated marketing campaign that played a pivotal role in propelling the company to the forefront of the industry. Under my direction, I collaborated with an agency partner to conduct thorough market research and analysis, develop the strategic messaging and positioning, and craft a launch plan. This encompassed the creation of a multi-faceted email series, the development of impactful landing and funnel pages, and the design of engaging infographics, case studies, e-books, and webinars.
As a result of the effective communication and continuous A/B split testing, we achieved enhanced engagement and boosted the sales funnel. The email click-through and open rates surpassed the initial target by a significant margin. Additionally, the company experienced a remarkable increase in webinar registrations, which is a crucial advancement in the process of converting marketing-qualified leads (MQLs) into sales-qualified leads (SQLs).
These efforts launched the company onto the national telehealth stage and secured them a position on the HHS.gov website as a preferred telehealth vendor.
My Role: Marketing strategy, Integrated campaign plan and execution, content, program management
Industry: Technology | SaaS
A Full-Funnel Solution:
Top-of-the-funnel assets developed to build awareness and educate physicians new to the concept of telehealth:
• Explainer video, business brief, infographic
Middle-of-the-funnel assets were developed to reinforce telehealth’s value to physicians in the consideration phase. This content was delivered through a strategic, digital campaign:
• Case study, eBook, FAQ one-pager, webinar
Bottom-of-the-funnel: A digital telehealth resource hub and custom messaging for offices transitioning to a telehealth platform. Assets developed in addition to the landing page:
• Product demo, success rollout kit
Evaluation: To enhance conversion rates, a system of performance metrics was established using A/B testing and retargeting strategies. Additionally, guidelines for design, language usage, and placement were formulated based on best practices.