Executing campaigns across different verticals and segments is a growing challenge for most marketers, but it is especially difficult in the healthcare industry, where solution providers need to communicate with a range of unique audiences.
MedeAnalytics, a provider of performance management solutions for hospitals, physician practices and payers, was managing prospect information, email and campaign results manually by a small marketing team. The Emeryville, CA-based company sought out a solution to streamline database and campaign management, and track the efficiency of primary marketing tools.
In December 2010, MedeAnalytics implemented Act-On Software’s cloud-based marketing platform. “Database management was one of our weakest areas because we had no mechanisms in place to prevent duplication of records,” said Doug Hart, Associate VP, Marketing and Corporate Communications, MedeAnalytics. “Now we can import all records through Act-On to Salesforce significantly reducing redundant new records being added. An added benefit to the integration is we get a single, consolidated view of each prospect’s activities.”
“It was all time-consuming and inefficient, and challenging to track marketing activities or report results,” Hart said. “The marketing team had three key criteria in mind for an automated marketing system: simplicity, integration capability and cost. They wanted a system that wasn’t complicated, but simple to use so they could get up and running quickly. But didn’t sacrifice breadth and depth of functionality.”
By implementing Act-On’s solution, MedeAnalytics was able to completely integrate its three key marketing tools — WebEx, Salesforce and email. In turn, the company doubled its execution of webinars from 15 to 30, and can now create and customize timely and efficient email campaigns. Through Act-On, the company also utilizes form templates to customize forms, taps in to social media sites including Twitter and Facebook, and automatically eliminates all duplicate prospect information for quality database management.
Since the platform integrates WebEx with email and manages the entire webinar scheduling and promotion process, the company was able to refine and improve webinar preparation and obtain peak attendee results.
“Act-On provides a dynamic update feature so the marketing and sales teams get real-time updates as people register and attend which saves hours of manual effort,” Hart said.
Drilling down to its most critical issue, MedeAnalytics needed to improve the effectiveness of its email campaigns, the company’s primary marketing tactic, as one to three campaigns are sent per week. Consequently, it was vital for the company to adopt a solution to better target recipients and track results. Act-On’s solution integrated with the company’s Salesforce database, and now automatically tracks campaigns.
“The system provides rich text email editing capabilities that are so simple to use that our marketing managers can now create very professional-looking emails literally on the fly,” Hart said. “Before they had to reply on the graphics team to do the work, and their requests often landed in a queue that could last several days. It was difficult to create an email campaign quickly in response to market changes as they happened.”
By leveraging Act-On, MedeAnalytics can now manage data and import all records, and remove any duplicates. The company also can quickly create forms without using a third-party service, increasing cost-reduction.