Revenue growth
Branding · PR · Product Management · Social Media · Startups · Tech Operations
Case Study
Like most young startups, drchrono had an incredible sales team and a fantastic product. What it needed, was real ROI-oriented marketing (e.g. more leads). A multi-channel, multi-tactical approach was taken to revamp the EHR’s marketing and sales funnel.
We took an aggressive approach to product, marketing, and PR in order to radically increase leads…and revenue for drchrono. At the time, the company was a young Y-Combinator alumni, and the leaders of the firm were experts in product and sales, but not marketing.
Major changes were implemented that changed the trajectory of the company’s lead funnel.
Marketing & Sales Hygiene
First things first, Salesforce data dashboards were set up to effectively track success across all online and offline efforts. Each dashboard was customized to suit the needs of key end users.
Marketo was optimized to ensure that each lead was not just warm, but coddled. Users received customized messages that led them down a path of information, enticed them with relevant offers, and ensured that even after a demo, they had the support they needed to choose drchrono’s EHR
Product Marketing
White papers, webinars, and one-pagers were developed to exhibit the most advanced elements of the drchrono EHR all the while making the product easily understood by their target market of small-to-medium practice owners and managers.
We also produced videos featuring our most avid users that were relevant to specific practice areas, like urgent care, internal medicine, radiology and others. A series of case studies were also produced to showcase some of the features doctors and other medical professionals loved the most about drchrono.
Premium Plan Strategy
An inventory of drchrono’s product capabilities were taken and overlaid over drchrono’s most used & loved features. A new pricing plan ensured that free users had to upgrade to access fan favorites. This work informed the product team to ensure that the drchrono feature set was modified across the desktop and app to ensure that only premium users could access the tool’s best and most unique features.
All of these changes meant that nearly 35% of free users converted to premium plans.
PR & Partnership Marketing
Partnership strategies with the likes of Apple and Box resulted in massive lift and lead generation; targeted landing pages ensured that these leads ended up in the right place.
Each partnership was also coupled with focused PR placements in the likes of TechCrunch and others to ensure that target clients + investors were aware of drchrono’s progress.
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