Case Studies - Digital Content Marketing Campaigns: B2B
Digital content marketing is the way B2B businesses use the power of content to expand their audience, strengthen brand affinity, and drive sales among other businesses. These campaigns are mostly used by technology, software, and manufacturing companies. Among the rare cases of B2B companies in the pharmacy space using digital content marketing to generate awareness and leads for software solutions are the examples of Optum and Ciox Health. The case studies of their marketing campaigns are presented below in detail.
- Optum is a division of UnitedHealth Group and was founded in 2011 when the parent company merged their care delivery service and pharmacy divisions. The Optum brand comprises three key businesses - OptumInsight, OptumHealth, and OptumRx. They are headquartered in Minnesota.
- Optum functions as a pharmacy benefit manager and provides care services across 150 countries. As of 2019, their sales hit the $100 billion mark for the first time.
- During the B2B C2C Conference 2015, Optum created an integrated digital marketing campaign called “one and done” marketing. The intention of the campaign was to launch a new solution, move from traditional marketing model to a content-led marketing model, build thought leadership, and support sales.
- Before launching the campaign, the Optum team led by Karen Thomas-Smith graded themselves on six categories: marketing activities, measurement, messaging, knowledge, references, and sales engagement. The team compiled the data from the analysis and decided to re-assess themselves yearly. Karen and her team focused on transforming the existing traditional relationships with clients to a content-driven one.
- To integrate the new model widely into the system, Karen and her team resorted to innovative strategies like getting the sales and marketing teams to understand the content-driven strategy, flipping existing roles and creating new roles like a Sales Liaison, and developing buyer personas within different buying environments. The content marketing campaign included - advertorials, emails, display ads, direct mails, and a campaign website that incorporated analytics data for health care providers.
- The campaign proved to be very successful for Optum. Within a few months of the launch of the integrated software solution, Karen and her team got 5,300 form submissions, 17% Click Through Rate, a pipeline revenue of $106 million, and an email open rate of 89% from 500 unique content pieces on the website.
- The company was founded in 1976 and was originally known as HealthPort Inc. In 2015, HealthPort Inc., Care Communications Inc., IOD Inc., and ECS merged to become Ciox Health. The company is headquartered in Alpharetta, Georgia.
- Ciox Health is a health technology company and provides services in the field of health information management and medical record retrieval. They serve life insurance companies, health plans, patients, and law firms.
- On the opening day of the B2B Marketing Exchange 2018, Ciox Health in partnership with the B2B marketing and creative agency Content4Demand presented their marketing campaign titled "Stop Playing ‘Guess Who?’ With Your Buyers: The Link Between Audience Analysis and Campaign Success." For the campaign, Ciox Health developed a quantitative survey for their target audience that comprised 1,884 attorneys and paralegals. The survey asked questions and the data was used to create detailed personas that contained key characteristics like pain points, buying triggers, work processes, and product evaluation criteria related to the request process for medical records. From the surveys, costs came out as the number one pain point followed by slow turnaround.
- From the data compiled, Ciox Health and Content4Demand created a six-part digital content that included interactive quizzes, infographics, interactive listicles, Q&As, checklists, and a mixed-media video. Ciox Health launched the new online on-demand medical records request service on February 2017.
- The campaign proved to be an immediate success for Ciox Health. With the new on-demand system, Ciox captured 100% of their medical records request business, instead of the typical 25%. Also, by the end of the campaign, Ciox reported 18 closed-won opportunities. Out of the 1,884 respondents in the campaign to whom they had sent emails, 807 (42.8% of the total respondents) had opened their emails while 273 (14.5% of the total respondents) had clicked on at least one content.
- One month after the product launch i.e. on March 2017, Ciox's new on-demand software solution registered 500 charts requests. This number became 1,300 in May 2017, 5,000 in June 2017, and increased to 11,130 in August 2017. The campaign helped Ciox to generate an additional revenue of $5 million.
We started our research by trying to find case studies of B2B companies in the pharma space that have successfully implemented digital content marketing campaigns to generate awareness and leads for a software solution. However, there is very less public information about such activities of pharma companies. The possible reasons may be that either these companies have not engaged significantly in digital content marketing or being mostly private entities, they have chosen not to make the information of their campaigns public. Luckily, we stumbled upon two examples - Optum and Ciox Health. The digital content marketing campaigns by both these B2B companies have proven to be very successful for them and have generated a significant amount of business and revenue for both the companies.