Case Study

A Healthcare Company — 22% More Admissions for Half the Cost in Half the Time.

Going into Q3 Year 1, our healthcare client did not have an effective marketing department in place to drive demand. A new Chief Revenue Officer (CRO) was promoted from within the client to assist with the tun-around. Cortado Group was retained to provide guidance to the new CRO while helping to build the foundation for an effective lead generation engine.

Revenue Operations
Marketing

Company’s Challenge

The retained agencies were non-performers.
The marketing staff lacked the capacity and capability to execute.
The marketing automation system was under-utilized. It lacked scoring and was not integrated with Salesforce.
Campaigns and an overarching campaign strategy were not in place.
The online reputation of the client was adversely affecting new revenue acquisition.

Cortado Group Results

In Q3 Year 1 the Marketing Department generated a 50% improvement in CAC and ratio performance.
The department generated a 22% increase in admissions in three months at half the cost compared to the department’s previous admission performance in six months.
The marketing automation system was under-utilized. It lacked scoring and was not integrated with Salesforce.
Admissions in Q1 Year 2 continued to increase. This is especially significant since the start of the year typically records the highest churn rate.

Cortado Group Solution

VP of Marketing

Agencies and marketing personnel were immediately replaced while adding a new VP of Marketing.

Nurture campaigns

Nurture campaigns were built to target key lead sources. With improved attribution measures in place, the client was able to plan a budget ramp whereby the marketing team must prove ROMI before any budget increases were ranted.

Lead Scoring in HubSpot

Implementation of lead scoring in HubSpot to qualify leads and improve lead management process.

Full integration of HubSpot with Salesforce

Full integration of HubSpot with Salesforce to refine and optimize lead management processes.

Campaign strategy

Campaign strategy build out for each quarter to continue to improve CAC performance.  

Solutions Provided

Marketing Advisor
Marketing Transformation
Campaign Strategy & Execution
Reputation Management
Leadership Hiring
SEO/SEM & Digital

Key Insight

Marketing Direct to Consumer CAC Improvement: 22% More Admissions for Half the Cost in Half the Time.