IamCare AG, Zurich, embraced a lean marketing approach when it launched of its innovative online healthcare platform for dementia and Alzheimer’s caregivers in the U.S. market.

REQUIREMENTS

Lean Marketing Launch Plan

Swiss-based IamCare AG had developed the first comprehensive healthcare platform for dementia and Alzheimer’s, IAM-CARE Dementia (service brand). The company wanted to generate leads quickly by building awareness, obtaining increasing website visits, capturing leads, and converting them to become customers (beta test members). The results and insights of this three-month inbound marketing launch campaign are outlined in this case study.

SOLUTION

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Before the inbound marketing campaign began, Versio2 delivered four strategy workshops to build a solid go-to-market foundation for the launch.

Versio2 partners worked closely with top management to develop an effective inbound marketing strategy with the following hihglights and deliverables:

  • Review buying process
  • Define buyer personas
  • Develop content strategy
  • Research keywords
  • Implement lead segmentation
  • Deploy in HubSpot platform

Here is what IamCare co-founder Dr. Jordan McAfoose had to say about our approach:

“The demand on entrepreneurs and businesses to run lean organizations has never been greater. For a technology startup, like ourselves, rapid development cycles and continuous product/market releases necessitate that we apply a similarly lean marketing approach that cuts down traditional advertising waste and maximizes high-impact/cost-effective inbound marketing tactics.

Having just completed the strategic phase with Versio2 we have found their process very thorough, professional and effective. We are now launching across North America, the U.K. and soon the DACH region with a comprehensive set of precisely targeted online activities.”

Buyer Persona Focus

One of the keys to a successful inbound marketing program is to focus content on a given buyer persona’s needs, goals, and challenges. Versio2 prioritised the content plan on the most relevant persona called Melody as the main caregiver of the ‘Concerned Family’.

All content in the campaign addressed Melody while aiming to empower her by educating, sharing knowledge, and furthering her understanding of the conditions affecting the life of her loved one.

Branding Inbound Marketing & Social Media Channels

Inbound marketing agency Versio2 branded all inbound marketing channels to fit the IAM-CARE CI (Corporate Identity) and set up the HubSpot platform as part of a supplemental branding service. All relevant social media channels were also branded as part of this integrated package.

Content: from Blogging via eBook to Lead Capturing

Blogging is the key to building organic search engine traffic, obtain top search results placement, and fuel for social media engagement. The agency created a three-month editorial calendar containing 24 blog articles over a two-month period and one ebook. The calendar was also used to manage scheduling and the editorial team in addition to using an online project management tool.

Content marketing services included posts on the major forms of dementia (Alzheimer’s disease, vascular dementia, etc.) and articles aimed at supporting the day-to-day activities of caregivers.

Versio2 provided the following services:

  • Content creation, management, upload, and syndication
  • Art direction & CI-conforming imagery
  • Search Engine Optimization (SEO)
  • Landing pages and Calls-to-Action (CTAs)
  • Account & project management
  • A team of specialized healthcare copywriters

Premium Content eBook

The agency authored a comprehensive eBook titled You and Your Family: An Empowered Approach to Dementia. The title captured the interest of visitors and was used to further educate IAM-CARE target audiences.

In combination with Calls-to-Action (CTAs) and landing pages, valuable premium content is used to generate and capture leads (named contacts) for lager lead nurturing and moving visitors down the online sales funnel.

Landing Pages

Landing pages are designed to capture the name and email address of caregivers as well as to segment leads into persons with dementia, family members, or other interested parties.

As part of the package, landing pages captured leads from the eBook download, beta invitation requests, and partner referrals from highly reputable organisations such as the Mayo Clinic and Alzheimer’s Disease International

Workflows and Automated Email Marketing

The aim of lead nurturing emails is to move the lead down the funnel with the goal of getting the contact to sign up for a full IAM-CARE Health account (here defined as customer). Versio2 set up a funnel with lifecycle stages for visitors to become leads and convert to customers.

Several workflows were set up in the HubSpot all-in-one marketing platform creating a series of automated actions that are triggered based on a lead’s behavior or contact information. Their purpose was to automatically move leads into pre-determined customer lifecycle stages and trigger email lead nurturing campaigns that move them along the online marketing and sales process.

For example, when a lead registers an account on the IAM-CARE website, the lifecycle stage in HubSpot automatically changes from Lead to Marketing Qualified Lead and the corresponding lead nurturing email campaign is triggered.

RESULTS

Website visitors increased by 600% in the second and third month compared to the first.

The results of the top three landing pages for October are shown below. Typical landing page conversion rates are 20%. The IAM-CARE launch phase exceeded this benchmark by more than 50% with an average rate above 30%.

The eBook generated 45 downloads and an exceptional visit-to-lead conversion rate of 41% within the first two weeks of its launch.

The inbound marketing launch campaign generated more than 200 qualified leads in September and October.

October results of lead nurturing campaign #2 of 5 shows that 15 of the 133 leads who started the campaign converted to become customers.

Social Media Community Management

Versio2 set-up the IAM-CARE social media presence by branding accounts for Facebook, Twitter, and LinkedIn as well as creating social monitoring streams on HubSpot. A community manager monitored industry conversations and engaged with the community on a regular basis.

Additional emphasis was placed on Twitter depending on where a lead was in the customer lifecycle using a unique feature of the advanced HubSpot Social Inbox tool.

IAM-CARE social media traffic grew 185% from September to October largely due to the consistent engagement with the community and sharing of content (both IAM-CARE blog articles and third party content). Other notable successes include month-over-month growth in total marketing reach by 141% and leads by 347%. 

Social media conversions from Facebook showed especially good results.

This graph shows visits, leads, and customer results for October including month-over-month growth rates.

TAKE-AWAY CONCLUSIONS

Inbound marketing has been successful at generating results quickly, speeding up time-to-market and integrating all of IAM-CARE digital activities under one lean inbound marketing strategy.

Using lean startup practices, IAM-CARE was able to generate real data, leads and traffic growth, as well as customer feedback it can use for an agile improvement of its product and marketing efforts.

A final word from the client, Dr. McAfoose:

The Versio2 lean marketing process is simply the best and a ‘must have’ for all organizations to remain competitive. These guys are always a step ahead and I’m continually impressed by their work. I can recommend their team to anyone looking for the most effective methods to market and sell online.

Written by
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Stephan Burckhardt

This marketing vet is based in Greater Vancouver, Canada. He has worked in B2B marketing in Silicon Valley and Europe, was CEO of a large agency serving B2B startups, trans-nationals, and everything in between. Focus: technology, healthcare, professional services.
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