Advertising / B2B / Brand implementation / Competitive audits / Content creation / Corporate communications / Digital marketing / Ideation / Key messaging / Marketing / SEO & Digital Strategy / Social media

B2B marketing is a tough nut to crack, especially so in healthcare. Procurement teams typically look for the lowest price on commodity items, and contracts are multi-year.

To help our clients succeed in this space, we need to create strategic marketing campaigns that offer deeper value than just lower costs to the purchaser. One company we’ve worked with in this area is Stericycle, which offers services ranging from secure document destruction to the management of complex, international recalls.

One example of our integrated marketing and social media campaigns for them delivered:

  • 539% increase (you read that correctly) of daily web leads during the campaign (i.e., request a quote via online form)
  • 36% increase in average LinkedIn engagement rate (interactions) over previous quarter
  • 52% increase in LinkedIn CTR
  • 16.5% increase in page followers over previous quarter

We began with the campaign goals: Stericycle was looking to generate online leads for their healthcare-related management and disposal services for sharps and biohazardous materials, as well as compliance training for handling unused and expired pharmaceutical products, including narcotics.

Within the parameters of this highly regulated industry, we chose a strategy of first looking at untapped markets for the services. We reviewed their website analytics to review popular pages, prioritized with their sales team the areas in which they wanted to gain business and considered the types of businesses that would be most profitable. While most large hospitals were aware of the brand, smaller clinics and related operations (e.g., veterinary clinics, dentists, etc.) were less aware—and in many cases, smaller operations needed more guidance on multiple regulations.

Based on the background analysis, we knew the campaign needed a thought leadership approach. This included creating a content calendar of relevant information, promoting the content to the right people, and using the content to drive brand awareness and leads.

We then created the core content, which included working with Stericycle’s subject experts to write and design new whitepapers and to adapt existing assets to more closely align with the concerns of the target markets.

To begin the social campaign, we created LinkedIn posts to promote the whitepapers and mixed in additional posts to populate the feed with related company activity.

Next, we wrote paid-search ads based on combining sales goals with a forecast of relevant search terms and keywords. To optimize all channels, we developed custom landing pages for broader search terms, as well as created dynamic lead-generation, Salesforce-connected pages for a number of specific topics. We managed, monitored and evolved these ads throughout the campaign, to ensure the most efficient use of Stericycle’s media budget.

By creating content that resonated with the audience and taking an integrated approach to nurturing that audience—both at the point when they were searching for relevant information and through a longer-term pipeline supported by thought leadership and steadily increased engagement via LinkedIn and an opted-in email list—we were able to give prospective customers a clear path to doing business with the brand.