Campaign Components
Content Marketing & SEO | Search & Social Advertising | Email Marketing | Digital Advertising | Marketing Technology | Website Development | Social Media Management
A SaaS platform that helps healthcare organizations engage patients more efficiently. This platform utilizes a comprehensive marketing program to reach C-suite decision-makers.
The company has evolved into a robust healthcare CRM that includes an AI-powered virtual call agent. TDF has supported this tech start-up from its early go live through pivotal growth stages and into the AI revolution.
Business Goals and Challenges
The company’s platform was robust, but market visibility and customer acquisition weren’t keeping pace with their product capabilities. Key challenges included:
- Differentiating a complex healthcare CRM + AI call agent offering against competition.
- Creating consistent, high quality, credible content.
- Designing and optimizing digital ad campaigns.
- Establishing email nurture programs.
- Providing guidance on website design & development.
- Crafting a social media presence that reinforces thought leadership.
Marketing Strategy
TDF’s integrated approach ensures a comprehensive, omnichannel customer journey. The client is able to deliver empathetic messaging that addresses their points of pain and at the same time establish credibility and expertise in the fast-moving adoption of AI solutions.
We worked with the leadership and product teams to map out a content calendar anchored around their USPs and critical themes, including metrics, triage, workflows, staffing – including burnout and turnover – and, most recently, AI.
Each theme included pillar assets (white papers, case studies), supporting blog posts, infographics, digital advertising and social media content. We aligned these assets with keyword research, buyer‑journey stages, and audience personas.
We supported digital ad campaigns across LinkedIn and Google & Microsoft Search with these key tactics:
- LinkedIn Sponsored Content targeting healthcare ops/IT titles in the U.S. with low volume/high value intentions.
- Google and Microsoft Search and Performance Max campaigns targeting critical keywords within each theme.
- Ad creative aligned with our content themes.
- Landing pages optimized for conversion: short form, strong value propositions anchored by features, and clear demo call to action.
We designed segmented email journeys for audiences based on their topic of interest as well as persona groups:
- Healthcare operations decisionmakers (e.g., VP Operations)
- IT/Technology decisionmakers (e.g., Director of Systems)
- Call center & patient engagement managers
Each journey featured a mix of educational content (from the content plan above), product feature highlights, demo invites, and customer success proof points. Automation was set up via the client’s marketing automation platform, Hubspot, and included behavior based triggers (e.g., content download → nurture sequence; demo booked → follow up sequence).
While the company had an existing site, we provided consultative guidance on:
- Clarifying messaging hierarchy: highlight the unique AI call agent component, integrate CRM strengths, and show outcomes (reduced cost, improved engagement).
- Conversion path optimization: simplified demo request form, social proof (client logos, testimonials), feature benefit sections.
- SEO foundations: keyword optimized page titles/meta descriptions, blog structure aligned with our content calendar, internal linking.
Campaign Results
In 2025, here are several key outcomes:
- Email nurture performance: e.g., open rates improved by 40%, click to-open rates up by 29%
- Digital advertising: cost per demo reduced by 51% vs prior year; 148x increase in conversion rate; maintained a flat bounce rate even as digital advertising traffic increased significantly
- Engagement: steady rise in both calculated fit score and engagement score, indicating reach to target audience and interest
- Sales pipeline: improved quality of leads, as well as SQLs conversion rate from MQLs; moved lead acquisition cost to less than $150, significantly lower than the $341 average of B2B SaaS
- Strategic benefits: leadership noted improved content alignment, more predictable pipeline flow, clearer positioning in the healthcare SaaS market
As an AI-powered SaaS company serving healthcare, we needed a marketing partner who could grasp both the technical depth of our platform and the nuances of our market. The Deciding Factor embedded themselves in our team, sharpened our messaging, and brought consistency across our content, website, and campaigns - all while integrating effortlessly with our tech stack. They’ve become a trusted extension of our organization and continue to deliver measurable impact.”
Conclusion
The partnership between the healthcare SaaS and The Deciding Factor demonstrates how a full spectrum marketing, branding and digital execution approach can transform a complex technical offering into a differentiated market presence.
Contact Us
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