Leading Healthcare Diagnostics Company
About the Client
The client is a leading healthcare diagnostics company operating across India, South Asia, Africa, and the Middle East, boasting a vast network of over 4,000 collection centers and 170+ state-of-the-art laboratories. They offer an extensive range of 3,487 clinical tests and 530 profiles, covering everything from routine health screenings to specialized diagnostics for disease detection and monitoring.
With over 50 million tests conducted, this healthcare leader is renowned for introducing advanced diagnostic technologies, delivering unmatched accuracy, and providing patient-centric services. Their commitment to innovation and research-driven approaches has established them as a frontrunner in the diagnostics industry.
Our Objective
Our marketing initiative aimed to enhance the brand presence of this leading healthcare diagnostics provider in new
markets while streamlining their lead generation and conversion processes. Specifically, our goals included:
Increase brand awareness in new markets.
Boost lead generation through targeted digital campaigns.
Enhance conversion rates by nurturing leads effectively.
Key Marketing Challenges
01
Limited brand presence in new cities.
02
Challenges with lead nurturing on paid channels.
03
High lead churn rates due to a lack of engagement post-initial inquiry.
04
Difficulty in tracking city-wise revenue from campaigns.
Our Approach
We adopted a tailored, multi-pronged strategy combining Account-Based Marketing (ABM),
geo-targeted campaigns, and marketing automation:
Account-Based Marketing Approach
Focused on key regions and high-potential markets for Client.
Deployed campaigns aimed at building brand recognition and driving qualified leads.
Full-Funnel Marketing
Promoted health packages, with specific messaging tailored to target segments (e.g., diabetes, thyroid testing).
Engaged with leads through personalized communication across channels.
Nurturing and Lead Scoring
Used advanced lead scoring to prioritize high-intent leads.
Implemented email automation to nurture leads through their journey, reducing drop-offs.
Amura’s Execution
To overcome the client’s challenges, we executed a comprehensive digital marketing strategy leveraging advanced
MarTech solutions for maximum efficiency:
Key Actions
Geo-Targeted Campaigns
Focused on markets with growing demand for health diagnostics, driving high-value traffic to the Healthcare centers.
Lead Scoring & Automation
Implemented a robust lead-scoring system and nurturing workflows, integrating them with the Client's CRM tools to track lead engagement.
CRM Integration
Integrated marketing data with CRM for seamless lead management, driving more personalized outreach and increasing conversions.
Results
Our strategic efforts delivered outstanding results for this leading healthcare diagnostics company:
1.5 Lakh+
Leads generated in 6 months
50% Increase
in the Conversion Rate from 18% to 27%
65% to 35% in Non-Connects
reduction in Non-Connects
21 Cr+ Revenue
Revenue generated in 6 months.
29% Increase
in the Average Order Value