The Challenge
The healthcare industry is complex, dense, and facing constant disruption. But the pandemic nearly brought healthcare leaders to their knees. How could they continue to offer outstanding patient outcomes and serve their communities while battling COVID-19 disruptions, supply chain shortages, workforce fatigue, and countless other unknowns?
To truly engage healthcare leaders during a time of great volatility, uncertainty, and tremendous stress—Vizient knew they needed to break through the sea of sameness—and speak empathetically to each of their persona’s pain points using insightful proof points.
The Strategy
We created an integrated campaign strategy (ICA) with unique messaging across four personas to target 50 1:Few accounts and five 1:1 accounts. By deeply understanding Vizient’s target audiences and content, we moved prospects through the buyer's journey using hyper-targeted social ads, nurture emails, and persona-specific landing pages.
To align sales and marketing, we developed a sales playbook to drive engagement and results. Vizient provided monthly reporting with engagement scores and intent data, while we crafted a high-value offer (HVO) to foster 1:1 conversations with Vizient experts, ultimately positioning the brand as a healthcare thought leader.
The Strategy
We created an integrated campaign strategy (ICA) with unique messaging across four personas to target 50 1:Few accounts and five 1:1 accounts. By deeply understanding Vizient’s target audiences and content, we moved prospects through the buyer's journey using hyper-targeted social ads, nurture emails, and persona-specific landing pages.
To align sales and marketing, we developed a sales playbook to drive engagement and results. Vizient provided monthly reporting with engagement scores and intent data, while we crafted a high-value offer (HVO) to foster 1:1 conversations with Vizient experts, ultimately positioning the brand as a healthcare thought leader.
more pipeline opportunities in the pharmacy domain
$118.7 million
more total pipeline over the performance of the control cohort
more in pipeline opportunity for strategic growth
of target accounts requested the HVO/roundtable
106%
54%
160%
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
more total pipeline over the performance of the control cohort
106%
more in pipeline opportunity for strategic growth
54%
of target accounts requested the HVO/roundtable
160%
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.
Client: Vizient
My Role: ACD/Writer
Art Director: Marwan S.
ECD: Jamie C.
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.
