athenahealth Case Study
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Athenahealth utilized LinkedIn's content ad unit to effectively engage healthcare executives with thought leadership material, resulting in a 61% increase in click-to-submission conversion rates and improved lead generation. The innovative advertising strategy included precise targeting to reach decision-makers within healthcare organizations, showcasing valuable insights on best practices for patient care. By integrating LinkedIn into their marketing efforts, athenahealth was able to enhance visibility and connect better with potential clients in a crowded information landscape.
athenahealth Case Study
- 1. Marketing Solutions athenahealth Case Study Increasing awareness of thought leadership content to improve lead generation “ When we can engage with healthcare executives and showcase our vision, we can Challenge turn them into partners in our goal to drive • Showcase thought leadership material innovation in the healthcare system.” • Reach highest level of decision-makers • Capture prospect info for lead generation Amanda Melander Advertising Manager, athenahealth Solution • Increase access to thought leadership via LinkedIn content ad unit Bringing thought leadership to a targeted • Target C-level executives in healthcare, as well as other audience influencers athenahealth’s cloud-based practice management, electronic • Drive traffic to corporate website and Twitter health record and patient communication services are targeted to executives at the highest level of health care organizations. Making the decision to choose athenahealth Why LinkedIn? services is a complex one that impacts budgets, systems, and • Innovative marketing tools to engage members patient care. The challenge for athenahealth is to reach these decision-makers with in-depth information that helps them • Largest audience of executive professionals understand the value of the services. • Precise targeting by job title and industry • Support from marketing solutions team to refine “Our target audience is very busy, and their time is limited,” campaign reach explains Amanda Melander, advertising manager for athenahealth. “They’re looking at many news sources every day, so they’re bombarded with messages about trends in Results the industry, and ideas and solutions for solving the problems • 61% rise in click-to-conversion rate they face in managing healthcare information.” • More names and contact info for lead-gen pipeline To highlight its position as a leading provider of cloud-based • Increase in Twitter followers improves social media services for medical groups, athenahealth produces thought reach leadership materials, such as white papers, blog posts and videos that advise executives on best practices for improving patient care while driving revenue growth. Delivering these materials is challenging because they need to be placed in venues where executives spend time and are inclined to explore them.
- 2. “We’re in a good position to start a conversation about Click-to-submission conversions rise 61% leading through change,” Melander says. “Part of that means athenahealth uses LinkedIn’s highly specific targeting cutting through the clutter of messages that our target capabilities to bring the content ad unit to LinkedIn members audience receives. We need to be able to tell them the part most likely to respond, such as C-suite executives with of our story that sets us apart from our competition.” healthcare organizations. LinkedIn’s account team helped athenahealth expand the reach of the content ad unit, while Content ad unit promotes engagement retaining the focus on LinkedIn members who can influence decision-makers, such as vice presidents of healthcare-related While athenahealth’s existing marketing efforts, such as email businesses. campaigns and events, were meeting goals, the company sought new ideas for delivering leadership materials to its “We’ve widened our target audience to include members of selected audience. athenahealth’s interactive marketing agency, LinkedIn groups related to the pharmaceutical and biotech Digitas Health, suggested the company advertise on LinkedIn. industries, since they may have an interest in our products or “Our audience is technologically savvy, so LinkedIn is an may influence someone else,” Melander says. effective way to reach them – they were already spending time with the site,” Melander explains. With the inclusion of LinkedIn, the click-to-submission conversion rate for athenahealth’s entire display advertising LinkedIn’s marketing solutions experts suggested that program rose 61% between March and July 2011, greatly athenahealth test a custom content ad unit that allows improving the company’s ability to capture information for advertisers to deliver multiple streams of content – such as lead generation. In addition, athenahealth’s Twitter followers documents, blog posts, Twitter feeds, and videos – in a single increased. ad. The content ad unit’s interactivity appealed to athenahealth. For instance, people interested in reading athenahealth’s white “When we can engage with healthcare executives and papers must provide their contact information before showcase our vision, we can turn them into partners in our downloading. This gives the company valuable prospects for goal to drive innovation in the healthcare system,” Melander its lead pipeline. says. “The LinkedIn content ad unit is the perfect way to connect to our executive prospects.” “We hadn’t seen a tool like the content ad unit before,” Melander says. “It’s not just a standard display ad – it’s engaging and interactive, and really helps us showcase our Visit marketing.linkedin.com to learn how other marketers point of view. The fact that it looks less like an ad and more like have successfully met their marketing objectives. editorial content encourages executives to spend more time with the content ad – which means they spend more time learning about athenahealth.” athenaheath content ad unit on LinkedIn Copyright © 2011 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of LinkedIn Corporation in the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved. 10-LCS-054-G 1011