The Challenge
The healthcare industry is complex and constantly evolving, but the pandemic pushed leaders to the brink as they navigated COVID-19 disruptions, supply chain issues, and workforce fatigue. To connect with these leaders during a time of extreme uncertainty and stress, Vizient knew they had to break through the noise with empathetic messaging and insightful proof points tailored to each persona’s unique challenges.
The Strategy
We developed an integrated campaign strategy with tailored messaging for four personas, targeting 50 1:Few and five 1:1 accounts. Using hyper-targeted social ads, nurture emails, and persona-specific landing pages, we guided prospects through the buyer’s journey. To align sales and marketing, we created a sales playbook and a high-value offer to spark 1:1 conversations, while Vizient provided monthly engagement and intent data to help position the brand as a healthcare thought leader.
The Strategy
We developed an integrated campaign strategy with tailored messaging for four personas, targeting 50 1:Few and five 1:1 accounts. Using hyper-targeted social ads, nurture emails, and persona-specific landing pages, we guided prospects through the buyer’s journey. To align sales and marketing, we created a sales playbook and a high-value offer to spark 1:1 conversations, while Vizient provided monthly engagement and intent data to help position the brand as a healthcare thought leader.
$118.7 million
106%
54%
160%
more total pipeline over the performance of the control cohort
more in pipeline opportunity for strategic growth
of target accounts requested the HVO/roundtable
more pipeline opportunities in the pharmacy domain
The Creative
To break through the clutter, we created a campaign concept that would resonate emotionally with each persona while highlighting Vizient’s core principles, values, and brand promise. Our concept led with an emotive message “Focus on what truly matters. Putting patients at the heart of healthcare.” A simple, yet powerful human truth. Visually it highlighted a patient looking earnestly back at you with a busy hospital setting blurred slightly in the background. This was to highlight that all focus should be centered on the patient, who was likely feeling overwhelmed by the healthcare industry—especially during a global pandemic.
The Results
Vizient saw tremendous success and growth in new opportunities with this AB campaign. In fact, Vizient saw immediate success with the launch of the first virtual roundtable, engaging 54% of the target account list (TAL)—and 35% engagement in the second roundtable. Even more staggering, this campaign generated $2.2 million more in pipeline per targeted account—55% more—than similar key accounts that were not part of the program.
$118.7 million
106%
54%
160%
more total pipeline over the performance of the control cohort
more in pipeline opportunity for strategic growth
of target accounts requested the HVO/roundtable
more pipeline opportunities in the pharmacy domain
The Client
Vizient is a leading strategic healthcare consulting agency with a mission to help healthcare organizations revitalize the health of their patients and communities. Using expert insights and proprietary data, Vizient builds holistic solutions that fuel provider excellence and trust by delivering quality patient outcomes, cost efficiencies, and sustainable performance.
As a result of the program, we got buy-in to scale to new target audiences in 2022. This is a critical next step as well build our marketing operations to focus on B2B marketing that engages the buyer along all stages of the buyer journey, in channels that yield the most value.
– Casey Ausherman, Associate Vice President, Enterprise Marketing, Vizient Inc.
