15 Mar How we used strategic content marketing to position a client for success—and acquisition
VEP Healthcare originally provided emergency medical management services. It then expanded into hospitalist services, intensive care, clinical decision units, telehealth, and surgicalist services.
But as the company grew, so did their competition. New companies—large as well as smaller “ankle-biters”—were descending on the market. The company needed to demonstrate its leadership, reinforce brand loyalty, and position itself for acquisition.
Here’s how Bryant Brown Healthcare helped them succeed using a targeted content marketing plan.
Increasing esteem, awareness, and sales effectively and effciently
As new competitors came on the market, VEP Healthcare needed to reinforce its leadership position. The goal was to prove to our target audience that VEP Healthcare remained the most trusted provider of emergency medical management and related services.
How we did it
Bryant Brown planned and developed a campaign with content marketing at its center. The campaign revolved around a series of e-guides that objectively helped hospitals pick the ideal partner to manage their ED, hospitalist, intensive care, clinical decision units, telehealth, and surgicalist departments.
The e-guides posed 20 critical questions for hospitals to ask before picking a partner. It included a checklist to compare the “scores” of the candidates.
Once the e-guides were in place, an aggressive lead-generation campaign was launched, which included:
• Targeted email marketing
• Geofencing at relevant conferences
• LinkedIn sponsored posts
All tactics were designed to drive visitors to a customized landing page where they could download the guide.
And, in the process, VEP Healthcare was able to capture qualified leads.
The results
VEP’s sales and marketing teams valued the campaign’s ability to “pre-qualify” leads:
• 66% increase in marketing-qualified accounts delivered to sales in less than 6 months
• 27% increase in target account penetration
• 90% adoption rate by sales force, with reps using the dashboard and weekly reports
Plus, real-time reporting allowed VEP Healthcare to align marketing spend with ROI and focus resources on accounts that showed intent to buy and a strong probability to deliver higher value.
VEP Healthcare strengthened its position as one of the largest emergency medicine/hospitalist groups in the U.S.
Even more, such success made VEP Healthcare ripe for acquisition. That led to VEP Healthcare’s merger with US Acute Care Solutions to become one of the premier providers of acute care to healthcare systems nationwide.
Put the power of content marketing to work for you
Strategic content marketing combined with programmatic advertising are powerful tools in healthcare marketing. Because they empower you to precisely identify and target your audience—and deliver customized messages that expand your brand and build your business.
Want to know more? Let’s talk!
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