How &well Improves Marketing ROI for Healthcare Providers
&well is a marketing agency specializing in healthcare and education sectors, focusing on making a positive impact on communities. They offer comprehensive services, from creative content creation to media planning and execution.
Read on to find out how &well developed an effective, budget-friendly solution for retargeting website visitors through direct mail.
Table of Contents
Challenge
Jocelyn Smith, a media supervisor at &well, faced the challenge of effectively retargeting visitors to her clients’ websites. She sought a tool that could complement her digital strategies with direct mail without making too big of a dent in her clients’ budgets.
“Sometimes the client dollars don’t match a full direct mail or an EDDM piece to try to appropriately put dollars towards it and they just don’t have that budget,” Jocelyn said.
Solution
Integrating LeadPost into &well’s workflow was a strategic move that effectively bridged the gap between digital and direct mail marketing. Jocelyn chose LeadPost for its flexibility and competitive pricing.
“[Other companies] had high minimums or lower match rates,” she said.
The ease of integration was another key factor, with LeadPost’s intuitive design and exceptional customer support making the transition a simple process.
Jocelyn was most impressed by LeadPost’s ability to provide the names, emails, and mailing addresses of their website visitors. This capability complemented their existing digital strategies.
Implementation
&well ran a campaign for a Houston-area hospital system to promote the hospital’s revamped image in the Houston area.
Jocelyn used LeadPost to retarget visitors to a specific, campaign-focused landing page. This page was distinct from the hospital’s main website, targeting a different audience than the typical visitors seeking immediate healthcare services.
The purpose of this landing page was to highlight the hospital’s position as a leading healthcare provider. The campaign aimed to reinforce their message of being a top choice for healthcare, conveniently located for potential patients.
The strategy involved monitoring the traffic to this dedicated landing page and subsequently sending a mailer to these visitors.
The approach was designed to create a lasting impression, ensuring the hospital system remained at the forefront of potential patients’ minds.
“There’s not a whole lot of buttons to click on the platform, which is good, I just need it to do what I need it to do.”
Results
The implementation of LeadPost yielded impressive results for &well.
The campaign delivered 167 mailers within a month. The campaign was conducted on a limited budget and demonstrated the platform’s effectiveness.
The success of this initial campaign not only led to high client satisfaction but also secured a request for a second campaign using a similar strategy.
Based on these positive outcomes, &well is now planning to incorporate LeadPost into the marketing strategies of other clients, recognizing the platform’s efficiency and the valuable data insights it offers. This marks a significant step forward in their marketing capabilities, opening new avenues for targeted and impactful campaigns.
How to Implement This Approach
If you’d like to learn more about website visitor identification and direct mail retargeting, check out our free online resources.