RelayHealth

RelayHealth wanted to educate the market on the benefits of using their Payor Connectivity Services to meet new compliance and regulatory requirements. They also need leads and, ideally, sales meetings with senior-level healthcare executives.

RelayHealth is a McKesson connectivity business that works to accelerate the delivery of high-quality care and improve financial performance. Its intelligent network is designed to streamline clinical, financial and administrative communication between patients, providers, payors, pharmacies, pharmaceutical manufacturers, and financial institutions.

RelayHealth partnered with Arketi Group to drive awareness of its Payor Connectivity Services group. Specifically, the company wanted to educate its target audience around the benefits of using RelayHealth to meet new compliance and regulatory requirements. At the same time, the company wanted increased awareness and more sales leads.

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Challenge

RelayHealth is a McKesson connectivity business that works to accelerate the delivery of high-quality care and improve financial performance. Its intelligent network is designed to streamline clinical, financial and administrative communication between patients, providers, payors, pharmacies, pharmaceutical manufacturers, and financial institutions.

RelayHealth partnered with Arketi Group to drive awareness of its Payor Connectivity Services group. Specifically, the company wanted to educate its target audience around the benefits of using RelayHealth to meet new compliance and regulatory requirements. At the same time, the company wanted increased awareness and more sales leads.

Solution

On the theory that laughter is the best medicine, Arketi developed a lead generation campaign based on New Yorker-style cartoons. The theme “Are You Ready for the Waves?” centered on upcoming 5010 and ICD-10 legislation that the healthcare industry was preparing to face.

The campaign highlighted how RelayHealth’s solution could deliver monetary savings through a simplified and streamlined approach to meeting these legislative requirements.

Three cartoons were created to tell a story around surviving the “waves” of change in the industry. The cartoons injected humor into the serious conversation around pending legislation. Arketi designed data sheets highlighting facts and key dates in the legislative landscape to complement the messages in the cartoons.

In addition, Arketi created email copy that encouraged healthcare professionals to visit a specially-created microsite that focused on 5010 legislation.

The cartoon postcards were sent out in three wave – with each mailer containing a personalized letter, cartoon and data sheet. The three mailings included a call-to-action to contact RelayHealth to learn more and to schedule an appointment with a RelayHealth team member.

In the last mailer, the cartoon was inserted into a RelayHealth-branded picture frame, which gained attention as a “lumpy mailer” and kept RelayHealth “top of mind” among this key audience. The program also was supported by telemarketing.

Results

The campaign exceeded RelayHealth's expectations and secured nearly $1 million in potential revenue.

The campaign secured some 60 appointments, exceeding the objective and delivering a potential campaign return on investment of 5,555 percent.

Kudos

Arketi and RelayHealth earned an industry award for this campaign.

Direct Mail/Direct Response

Public Relations Society of America Phoenix Award

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