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ePartnersMD / vertical marketing campaign |
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Hammering the message home.
To enable ePartners to speak to a specific market segment while demonstrating a family brand across all of the company’s marketing campaigns, THRIVE created ePartnersMD.com: an online resource center filled with educational and marketing information—everything from video on-demand and white papers to brochure downloads and online events. The site also allowed ePartners to collect information on prospects and better qualify the lead process. The expanded campaign featured a cohesive, market-focused look and feel, capturing attention through a variety of vehicles such as business letters, a spinning “solution” wheel, a pop-up map showing departmental and role-based solutions, and an eye-grabbing three-dimensional mailer that featured a real medical reflex hammer. With more than 15,000 contacts in 5,300 community hospitals in 35 markets across the U.S., the results of this campaign more than met the established goals, netting an EOFY pipeline forecast of $8.4 million: almost double the goal. Accolades garnered by the campaign include Microsoft’s Distinction in Marketing for 2006 and a Gold Davey award, a distinguished recognition for marketing that stands out without the benefit of high-dollar budgets. EPartners continues to leverage ePartnersMD to generate leads in the healthcare market and has asked THRIVE to develop additional vertical market campaigns in the manufacturing and financial services industries. |
ePartners, a leading Microsoft business solutions provider, had developed a series of vertical market solutions stacks they needed to position, promote and sell to IT and business executives. They called upon OnMessageTHRIVE to design and implement marketing campaigns and brands for a variety of these vertical market solutions, including their healthcare industry vertical: ePartnersMD. Beyond brand awareness, the goal was to generate qualified leads resulting in revenue of $4.5 million for that fiscal year. THRIVE created an integrated branding strategy targeting CXO-level decision makers as well as business and technical decision-makers in administration, finance, operations, sales, marketing and IT.  |
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