Healthcare Technology Provider

A U.S.-based healthcare technology provider specialises in insulin dosing solutions designed for hospital environments. Founded in 2003, the company has expanded its offerings to include advanced features that optimise glycaemic management, and its flagship product has been adopted by a significant number of top-ranking healthcare institutions.

Despite targeting hospitals and clinical professionals, the organisation received overwhelming interest (approximately 99% of inquiries) from individual consumers—particularly those managing type 2 diabetes on their own. These consumer inquiries did not align with the company’s specialised software, straining support resources and diluting lead-generation efforts.

A related challenge was the inability to accurately attribute marketing spend across various digital channels (such as search engines, social media, and professional networks). The marketing team lacked clear insights into which channels were driving high-quality, qualified leads, making it difficult to optimise budget and ROI effectively.

1. Comprehensive Tracking & Lead Filtering

• Integrated Data: Consolidated marketing channel data into a Salesforce, creating a unified view of lead sources.
• Lead Source Attribution in Salesforce: Implemented precise tracking for all channels (e.g., organic search, paid social media, SEM, email marketing) to differentiate between relevant B2B leads and consumer inquiries in the CRM.
• Filtering Mechanisms: Automatically blocked free email domains (e.g., Gmail) to minimise spam and non-business inquiries, ensuring the lead pipeline remained focused on hospital and clinical professionals.

2. Feedback Loop for Continuous Optimisation

• Closed-Loop PPC converstion reporting: Fed conversion data from Salesforce back into advertising platforms, allowing each platform’s algorithm to prioritise campaigns that attracted qualified leads.
• Budget Reallocation: Enabled data-driven decisions to shift spend toward channels proven to deliver higher-quality leads, thus minimising wasted investment on irrelevant traffic.

1. Educational Webinar Success
   • A targeted webinar for hospital administrators and healthcare professionals achieved over 300 qualified hospital from LinkedIn
2. Channel Performance Insights
   • Analysis revealed that one social media platform provided a better return on ad spend and more qualified leads than a professional networking site.
   • On average, leads required 5–6 interactions before converting to an inquiry, emphasising the need for consistent, multi-touch engagement.
   • Consistently delivering 20+ qualified leads per month from US hospital systems
3. Enhanced Tracking & Optimisation
   • Server-Side Tracking: Improved data accuracy and visibility of lead interactions.
   • Attribution Tracking Salesforce: All inbound leads in Salesforce are tagged by their source (eg meta, ppc, organic) to allow world class ROI tracking 
   • Weekly Keyword Refinements: Ensured ongoing alignment with audience interests and search behaviours, maintaining high relevance throughout campaigns.

1. Robust Tracking Infrastructure
   • Centralising all marketing data into one CRM clarified attribution, helping filter out a large volume of irrelevant inquiries.
2. Multichannel Reach with Continuous Optimisation
   • Although multiple platforms broadened visibility, ongoing monitoring and refinement of spend allocation were critical for maximising conversions.
3. Testing & Budget Allocation
   • Allocating a portion of the budget for experimentation enabled the marketing team to identify the most effective channels and ad formats.
4. Quality Content for B2B Engagement
   • In a specialised healthcare market, compelling, educational content proved essential for attracting and retaining high-value leads.