RETARUS | HEALTHCARE TECHNOLOGY
Retarus, a secure, cross-industry, cloud-based communications provider, recently entered the US market to broaden its reach.
Unfortunately, the US rollout gained traction slowly because the unfocused emphasis on multiple industries (and now markets) diluted their messaging. This multi-industry targeting technique meant their content did not resonate with decision-makers in their target industries.
Staring in Q3 of 2021, Ironpaper and Retarus narrowed the focus from a broad swath of industries to one: healthcare — specifically, healthcare employees with 5000+ employees. We knew that a more targeted approach would help us create content specific to healthcare buyers and rapidly test different strategies within that market.
With a new focus on healthcare companies, Ironpaper created Ideal Customer Profiles (ICPs) for the industry that would help us develop messaging and reach decision-makers through every channel.
Businesses in the healthcare industry face some unique communication challenges, and understanding these pain points was crucial to creating content that demonstrated the value of the solutions Retarus provided.
One of these challenges unsurprisingly relates to the COVID-19 pandemic. The increase in telemedicine visits created a greater need for secure communication and sharing of accurate patient records. Plus, many health systems began to hire more remote employees, furthering the need for secure electronic communication channels.
Before narrowing Retarus' focus on the healthcare market, their content was mainly devoid of buyer context, focusing instead on its software features or autobiographical elements. While those pieces did well on the sales side, they did not resonate with buyers in the awareness phase.
Ironpaper developed messaging focused on the pain points and solutions relevant to ICPs in the healthcare industry. We used content offers and blog posts to demonstrate Retarus' understanding of healthcare companies' challenges and how their solutions address those challenges.
We also created webinars, landing pages, and sales enablement resources to direct people back to these content resources using the same messaging.
Ironpaper developed paid search and social campaigns using the updated content methodology. Through market research and analysis, we honed in on a few specific pain points that ICPs in healthcare were particularly interested in and then built ad campaigns to test our findings.
We also built paid social campaigns focused on improving healthcare communications and migrating communication to the cloud.
In the first half of the year, prospects who interacted with PPC ads were sent to a Retarus webpage with no clear call-to-action or conversion point, which made converting and nurturing those leads difficult. We began sending them to a dedicated landing page with a clear conversion point, which resulted in substantial growth in PPC conversions in both Q3 and Q4 of 2021.
Ironpaper also created a sales guide for Retarus' sales team that clearly laid out the messaging and communication strategy for nurturing and converting leads. The guide, organized by pain points and accompanying solutions, allows salespeople to demonstrate Retarus' value proposition no matter what challenges their lead is interested in solving.
