Numbers can tell a clear story. When a healthcare services provider began offering a free continuing medical education (CME) feature, it wanted to ensure it was an effective and engaging add-on.
Our team took an analytical approach to help the client streamline its engagement marketing funnel and create an informative go-to platform for medical professionals to remain compliant and valuable to the people they serve.
Prior to partnering with us, the client worked with a third-party software to funnel potential users toward the CME feature. When that solution wasn’t hitting the stated conversion goals and other engagement KPIs, the client reached out to us to provide some data-driven software implementation and best practices for growth marketing strategy.
To begin our collaboration, we performed a discovery audit to collect metrics, make observations, and create a plan to better engage free and premium users. Our team used those findings to:
1. Bolster User Lifecycle.
The user behaviour data from the audit spotlighted ways we could improve the client’s welcome flow, so we used those findings to introduce a full lifecycle strategy to build a more engaging experience at every point of the journey. We analysed user data (e.g., email open rates, open times, and mobile-related metrics) to look for new opportunities to improve lifecycle messaging. Then, we developed new targeting methods, messaging, and more to see which ones yielded success. We also continue to help the client transition to new marketing tools that can further personalize and optimize those lifecycle flows.
2. Personalize Campaigns:
Our analysis identified that users with different activity levels interacted differently with the CME service. Based on their usage frequency and recency, activity time and day, and time passed since registration, we’ve defined user segments to whom we then sent personalized, targeted messaging. By performing continuous A/B testing, we’ve further optimized our engagement efforts through implementing variables that had the highest impact on performance. The hope was to curate relevant information for individual users so they always found regular value within it.
The CME service is finding an audience with a wide array of medical professionals who use the mobile and desktop resource to stay accredited and informed for their patients. In the time since we first joined up with the client, conversion rates and engagement have shown marked improvement. From 2021 to 2022, we saw the following averages change:
• Unique Open Rate (UOR) increased 96%.
• Unique Clickthrough Rate (CTR) increased 6%.
• Unsubscribe Rate decreased 32%.
The successful work on the engagement funnel also allowed us to then start working on the client’s acquisition strategies to continue cultivating an engaged user base. The ongoing relationship enables us to continue establishing expertise in data-driven, solutions-focused work that helps our clients reach their ultimate goals.