CLIENT:
Telemedicine Services Provider Wanted To Better Engage Prospects Digitally
The Opportunity
Eagle Telemedicine is a pioneer in the telemedicine physician service arena, helping hospitals to transform their models of care, solve staffing challenges, and provide access to specialty care. The company needed to educate the market on its specific offerings within the highly fragmented telemedicine space and build an audience comprised of potential prospects—namely, hospital leaders in decision-making roles.
Website Redesign, Social Selling Help Build Relationships with Target Prospects
Because online search is a primary way that hospitals research telemedicine offerings, Carabiner began by rebranding and redesigning the Eagle website to better serve as an educational resource and optimized it for SEO. The agency also directed integrated marketing activities designed to build awareness and position Eagle as a thought leader. Key among these were the creation and management of content to be used in social selling on platforms like LinkedIn.
Carabiner worked to help Eagle’s top executive build his LinkedIn network from less than 50 to over 8,000 connections, with the majority of contacts being high-level decision makers at U.S. hospitals and health systems. The agency also positioned the CEO as a subject matter expert through regular LinkedIn posts designed to build awareness and forge relationships with Eagle’s targets. Most importantly, the CEO’s LinkedIn network is now used as a dynamic business development tool that helps the Eagle sales team target leads by geography, title, and other qualifiers. Eagle views LinkedIn as an important aspect of its overall sales and marketing strategy.
Key metrics: Social follower growth, regularity of quality content via social channels, lead generation, media placements, speaker placements.
Results
- Grew social network for Eagle’s top executive from less than 50 to over 8,000 connections
- Article placements in Becker’s Hospital Review, Today’s Hospitalist, Electronic Health Reporter, FierceHealthcare, and The Hospitalist, as well a range of local publications in targeted rural locations where telemedicine is especially needed
- Key speaker placements at the National Rural Health Association, American Telemedicine Association, and the Mississippi Telehealth Association (2019 Keynote) conferences
