Client Success: Securing Pitch Meeting Opportunities With C-Suite Healthcare Leaders

02.25.2022 Sara Brasfield3 min

For agencies and businesses serving healthcare organizations, securing business partnerships with large hospital groups is one of the most reliable ways to expand your customer base and grow your revenue.

The challenge is securing those partnerships in the first place. With many hospitals, clinics and other healthcare companies organized into large corporate structures, agencies and other aspiring business partners often have limited opportunities to secure new business—especially when trying to break into a local market.

In many cases, securing a meeting with a healthcare decision-maker is half of the battle. When one national agency decided to seek out new healthcare partners in a new out-of-state market, the agency’s leaders knew their success in expanding their business model would depend on their success in connecting with the right C-level executives.

That agency approached Cox Media for help in creating an ad strategy that would increase visibility and secure new meetings with this select executive audience.

The Goal

Rather than using advertising to close new deals with healthcare providers, the national agency working with Cox Media knew a face-to-face meeting would be essential to securing new business from those companies.

For this reason, the client sought an ad strategy that could support its sales efforts by securing executive meetings where their business model and agency benefits could be presented in full detail to those healthcare decision-makers. Given the niche audience targeted through this ad campaign, the client also required an ad strategy that could be carefully targeted to a select audience, optimizing its ad spending to increase its potential ROI.

The Solution

To increase the agency’s visibility while warming up executives to consider a meeting with that company, Cox Media developed a custom ad campaign that targeted the intended executive audience at multiple points in the marketing funnel.

This targeting strategy leveraged geofence targeting that delivered ads to corporate hospital offices within the relevant ZIP codes of the client’s new target market. The ad strategy also leveraged search and keyword retargeting specific to the agency’s services, along with a third-party segment to target ad delivery to local households with a total income of greater than $100,000.

Retargeting campaigns used keyword search histories to identify users who had shown an interest in the agency’s offerings based on a prior ad exposure. This helped the agency’s ad strategy to keep in contact with its executive prospects throughout the consideration phase.

The Results

Cox Media’s ad campaign was a massive success for the national agency, delivering the following results:

  • More than 510,000 total impressions;
  • More than 1,200 clicks, resulting in a campaign CTR of 0.24 percent—three times the industry average benchmark;
  • Success in securing a key executive meeting that allowed the national agency to move forward with its market expansion efforts.

The initial campaign developed by Cox Media was so successful for the agency client that the company asked Cox to launch a similar strategy in two additional markets—with twice the advertising budget as the first campaign.

When digital marketing and advertising campaigns succeed in generating new revenue, your business is able to reinvest its earnings into campaigns that fuel your company’s growth. Find out how Cox Media can help your business achieve its lofty expansion plans—contact us today to learn more.

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About the Author

Sara Brasfield

Sara is the Content Marketing Manager for Cox Media’s corporate team in Atlanta, with a passion for writing and delivering relevant insights for advertisers. With more than seven years of experience in B2B marketing, Sara aims to help Cox Media’s current and future clients connect with their customers find new and unique ways to grow their business. Outside of the (now virtual!) office, Sara loves spending time running, reading and supporting her favorite teams (Go Braves & Gamecocks!).

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