I help healthcare companies with innovative offerings find motivated patients through online demand generation systems.
From Medtronic to Jairus,
About a decade ago, I had the great fortune to launch an insulin pump for Medtronic. We launched in 55 countries and generated $500 million in revenue in the first year. I can remember all the steps that went into the launch – months of work crafting messaging and designing marketing collateral. It was an incredible experience and we had a great outcome, but I was left with this gnawing feeling – which of my work actually helped to produce value for the company and which was wasted. I had a similar feeling when I was the VP of Marketing at Mercy/ROi, an innovative player in the healthcare supply chain industry. In fact, this is the fundamental question for marketers.
Eighteen months ago, I bought a digital marketing firm focused on direct to patient marketing for healthcare providers. We then built a technology platform on top of the organization to take those marketing capabilities and focus them on doctors, nurses, and other healthcare decision makers. The platform launched in April of this year (great timing, right?)
Why do I tell you this?
Well, for the first time, we’ve created the ability to watch marketing campaigns in real-time and see whether they are actually driving prospect engagement and opportunities for increased revenue. Marketers can focus their message only on the prospects they want to target, can continuously split test messaging, and can see the exact results that their efforts generated in the targeted prospects, including qualified sales opportunities generated.
It’s exciting to come full-circle to solve a problem that I felt so acutely, a problem that marketers across the globe have wrestled with since the dawn of time – which of my efforts are driving results, and how much did I contribute to the team’s success.
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