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Omnichannel lead generation campaign drives brand awareness and growth for specialty diagnostic test
Challenges and Objectives
Challenges: needed to overcome a lack of awareness and perceived reimbursement issues
Objectives: engage with HCPs, qualify sales leads with providers that demonstrate an interest and willingness to consider the brand offering, and drive marketing qualified leads
The Solution
Leveraged proprietary IP to create an omnichannel campaign for sales lead generation that identified, segmented, and targeted general nephrologists
Developed a process to qualify sales leads with certified profiling/qualifying questions to evaluate target HCPs
Utilized virtual sales representatives (VSRs) to engage directly with HCPs and deliver qualified leads to the client’s marketing and sales teams
Three promotional channels were activated for the campaign and all KPIs were well above benchmarks
Programmatic Banner Ads (optimized imaging increased HCP engagement)
Emails (rigorous A/B testing and new content fostered greater HCP engagement
VSR (direct engagement with HCP offices)
Outcomes
0%
achievement of program target sales lead goal
0%
detailed HCPs converted to qualified triaged leads
0%
increase in sales activity after leads were provided
Program Highlights
Achieved 125% of total qualified sales lead goal
All qualified leads required HCP to agree to sales detail
VSR avg. of 180 weekly call attempts and detail rate of 150% vs. internal benchmark
Engagements with assets drove HCP call priority
Reached 3x higher rate of digital banner ad CTR vs. industry benchmark
Email open rates were 4x greater and click rates were 40% higher than benchmark
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