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Case Study: Improving Results with the Right Marketing Mix

Objectives:

  • Generate leads and schedule sales appointments for environmental hygiene products
  • Educate customers and prospects on:
    • Disease control and prevention
    • Evaluating environmental cleaning effectiveness

Target Audience:

1,701 hospital managers and directors

Offer:

Clinical research manual and free product sample

Summary:

Visions worked in collaboration with the client to develop a campaign strategy that would deliver 75 sales appointments. The highly-personalized approach integrated multiple channels into a delivery schedule that was designed to achieve maximum response.

Our campaign creative identified the seriousness of a sanitation issue faced by many healthcare facilities, and offered a free sanitation test kit with published white paper outlining the effectiveness, value, and benefits of our product solution. The message was delivered through a series of personalized touches—an introductory letter, a follow-up postcard, and a reminder email. Each touch encouraged the recipient to visit a personalized URL, schedule an appointment, and have their free product sample and white paper hand delivered by a qualified expert on this very serious healthcare-related issue. Follow-up information and confirmation emails were sent to all respondents who registered for an appointment.

The entire campaign was monitored in real time, with the client having access to campaign activity through our secure analytics dashboard. A complete set of performance analytics was also made available. All appointments were immediately submitted, providing the client ample opportunity to prepare for each scheduled appointment.

Results:

Campaign Summary

Total Sent

1,701

 

Visitor %

15.58%

Visitors

265

 

Site Conversion

78.87%

Responses

209

 

Overall Conversion

12.29%

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