Broad-Based Awareness and Lead Generation

A provider of billing and coding solutions used by group practices and physicians in radiology, pathology, anesthesiology and emergency medicine. After years of mergers and acquisitions, research determined they were the largest in the space — but with no perception of superiority over competitors.

Market leadership on paper, invisibility in the market — they needed leads and a brand, simultaneously.

We generated leads and built the brand as a byproduct of high-frequency content marketing — direct mail, email, trade ads, search engine marketing and customized microsites, all designed to capture contact information in exchange for content that helped physicians keep more of what they earn. The program was built for optimization from the start: campaigns showing fatigue were swapped for fresh content and tactics. We then developed a turn-key integrated program to promote the research findings across a wide range of communications tactics.

Measured in qualified lead value, first-year ROI was 25:1 in lead value over invested dollars.