Reaching Health IT Buyers with Integrated Marketing
Merritt Group’s team of designers, web developers, PR specialists and marketing strategists worked with telehealth provider Avizia to develop an integrated digital marketing campaign that would further establish the company’s thought leadership and generate the awareness and demand-generation needed to continue its rapid growth.
The team began by auditing Avizia’s digital marketing infrastructure maturity and assessing its ability to plan, implement, execute and measure effective digital marketing campaigns. Based on the findings, Merritt provided strategic recommendations for optimizing Avizia’s website for both on and off-page organic ranking factors, developing a content strategy to improve organic search rankings, identifying the best paid channels, and creating content to be used in a lead generation campaign designed to reactivate existing customers and garner new leads.
The campaign centered on a flagship research report, “Closing the Telehealth Gap,” to be launched at the American Telemedicine Association’s annual meeting. While Merritt’s PR team worked to vet potential research partners, develop survey questions and secure media coverage of the findings, the digital marketing team worked with Avizia to create a PESO promotional campaign and set up the marketing infrastructure used to track leads and test, measure and optimize lead generation.
Across both marketing and PR, results exceeded all metrics and expectations. Media outreach resulted in stories in USA Today, The Wall Street Journal, Health Data Management, HIT Leaders & News and POLITICO as well as briefings with mHealth Intelligence, Managed Healthcare Executive, Becker’s Hospital Review and EMR Daily News, ultimately reaching more than 74 million readers.
The lead generation campaign resulted in a 57% increase in organic traffic to the site over a three-month time period, a 36% conversion rate for the lead generation landing page throughout the duration of the campaign, and more than 500 leads captured.