MedBridge Healthcare: Setting New Standards in Sleep Management Care
Project Overview
MedBridge Healthcare is a leading provider of sleep lab management support, driven by a passion for preventing life-threatening illnesses associated with untreated sleep disorders and deficiency.
They offer a comprehensive yet personalized approach to outsourcing sleep programs, allowing hospitals, healthcare systems, medical academic institutions, insurance companies, and ACOs to improve access, lower costs, and enhance the quality of sleep care.
MedBridge Healthcare’s impact is substantial and far-reaching. With over 20 years of experience, the company has managed over 130 active sleep programs across 49 states, conducting approximately 75,000 procedures annually. This extensive network has allowed MedBridge to establish itself as a trusted sleep lab partner known for delivering consistent, high-quality care and improving patient outcomes in sleep medicine.
Challenge #1: Disorganized Website Funnels
MedBridge's website attracted diverse audiences, including patients and hospital administrators. However, it failed to effectively communicate the company's unique offerings for the different audience groups. This lack of clarity resulted in a poor user experience and a far-from-ideal conversion rate from website visitors.
Challenge #2: Lack of Lead Nurturing
MedBridge did not have marketing automation in place for long-term lead nurturing, which is particularly crucial in an industry with a lengthy buying process. The failure to remain top-of-mind by delivering continual support and value led to missed opportunities and potential loss of business.
Segmentation & personalization
across the marketing funnel
are what every marketing strategy should aim for.
Waypost's Sales Funnel Development Efforts
1
It All Begins with the Website…
MedBridge Healthcare’s merger with a third-party company resulted in an influx of patient traffic to their website.
Sounds good, right? However, this sudden surge highlighted the website’s inability to effectively communicate messaging and cater to both patients and hospital administrators. It was the classic case of “talking to everyone is talking no no one”.
Our approach to resolving this challenge focused on diversifying content instead of undertaking a complete website redesign. Specifically, we created distinct funnels and updated the website’s navigation menu to set intuitive pathways for different user groups. Each funnel provided its audience with exclusive resources, ensuring each group could easily access tailored information and support to their unique needs.
These “personalized” and clear funnels on one website allowed to channel website visitors along the most appropriate buyer’s journey, significantly enhancing their user experience.
Ensuring the website could serve all potential customers is fundamental to a strategic website strategy and result-driven marketing as a whole.
2
Using Paid Ads to Get the Word Out There
MedBridge Healthcare sought to boost sales while promoting its core mission of improving sleep quality and well-being for those affected by sleep issues. To that end, we implemented targeted paid campaigns on Google and LinkedIn.
For hospital administrators, we crafted search ads highlighting the benefits of outsourcing sleep lab management, focusing on programs like reducing hospital readmission. We also launched display ads promoting premium content offers, providing valuable insights tailored to hospital decision makers.
Ads targeted at patients focused on at-home sleep testing, aiming to make them more comfortable with the process and alleviate concerns about sleep studies.
On LinkedIn, we adopted a more personalized approach, leveraging profession and location filters to precisely target relevant audiences. This strategy allowed MedBridge Healthcare to concentrate its efforts on areas where they had the most resources to support their clients. This carefully planned paid promotion strategy maximized reach while ensuring the responsible use of the company’s ad budget.
3
Providing Ongoing Support through Lead Nurturing
Deciding to invest in outsourced sleep lab services is a lengthy decision for hospital administrators due to the significant expense involved. Therefore, it was essential to establish lead nurturing processes to ensure MedBridge Healthcare supported prospects throughout their decision-making journey, providing strategic content that guided them toward becoming partners.
With this goal in mind, we implemented HubSpot as MedBridge Healthcare’s comprehensive marketing automation platform. Leveraging HubSpot’s contact segmentation and automation features, we developed a strategic lead nurturing process, primarily through automated email workflows. This enabled Waypost to carry out a tailored inbound marketing strategy, delivering the right message to the right person at the right time based on their progress in the buyer’s journey.
That way, MedBridge Healthcare was able to accompany prospects from the initial awareness stage through consideration and all the way to the decision stage, providing support and maintaining brand recognition in the audience’s minds.
The Benefits
increase in overall site sessions
Improved Website Performance
Following the website changes, MedBridge Healthcare's website saw significant improvements. Engaged sessions increased by 24%, engaged session duration by almost 25%, and events per session by 4%, indicating enhanced user experience and resource value. Remarkably, users increased by 90.16% and overall sessions rose by 102.78% within the year.
ad click-through rate
Paid Promotion Paid Off
The successful initial Google search campaign, which achieved an impressive 7.34% CTR and a 3.05% conversion rate, boosted MedBridge Healthcare's ambitions. In the second year, we launched three more display campaigns and three additional search campaigns, with the latter generating an exceptional CTR of nearly 12%. The LinkedIn paid campaign was equally successful, garnering over 125,000 impressions annually since its inception.
email click-through rate
Email Marketing Success
Unique email workflows created around premium content (such as industry-specific eBooks) achieved click-through rates of 9.63% and 8.04%, significantly outperforming the industry average of just under 7%. This proved that valuable content shared over time was vital to keeping prospects engaged.
What We Learned
Danielle Tebo
Marketing Strategist
MedBridge Healthcare was able to direct their messaging and offering to the appropriate channels, which is the (known) secret of successful marketing.
If you think you could use some help, let us know!