Multichannel Marketing Product Launch
Client: DecisionHealth
Role: Product Marketing Manager, SelectCoder
Opportunity
Growing need for a single coding solution for both outpatient and hospital settings. While SelectCoder was already well-established in the outpatient market, the Facility version was created to bridge the gap to the hospital market,
Goals
Generate 300,000 brand impressions across all channels and 100 leads (combined new and upsells from existing SelectCoder Professional customers) in 2 months.
Marketing Strategy and Execution
Traditional and Digital Marketing
Generate buzz, boost brand recognition, and establish a strong competitive position casting a wide net across several channels.
Email marketing
Product demos
e-commerce ads
Google Adwords
Catalog, newsletter ads & editorial comments
Product shipment inserts (brochure, flyer)
Envelope ads
Conference presence
* SIPA “Best Marketing for a New Product Launch” award.
Pre-Launch Campaign
Generate buzz: A targeted 1-month email and advertising campaign invited coders to a pre-launch demo and special offer.
Email 1
Email 2
e-commerce site ad
Envelope ads
Landing page
16.2% average unique open rate
Combined impressions = 100,000
19.2% conversion rate (visitors gave email to receive invite to demo)
8% above industry average.
Launch Campaign
1 email series for new prospects and 1 to upsell segments. Each series featured dynamic content and personalization with CTA to sign up for a demo custom to their group.
Email 1
Email 2
Email 3
e-commerce ad
Digital Advertising
Google PPC
75,000 impressions
held the #1 average position against larger competitors, and achieved a 3% CTR.
American Health Information Management Association (AHIMA)
SelectCoder’s page in AHIMA’s Resource Connect online buyer’s guide hosted videos, product info and a link to the microsite for further exploration and demo sign up.
Speaking Session (Product World Presentation) – Featured our expert presented drawing a packed audience and 30% increase in scanned leads.
Final Results & Impact
320,000+ brand impressions (20,000 above goal)
347 high-quality leads generated (3x goal)
Exceeded engagement & conversion benchmarks across email, PPC, events, and digital advertising
This multi-channel approach successfully positioned SelectCoder Facility as a game-changer in the hospital coding space—winning market share from entrenched competitors and fueling DecisionHealth’s expansion in 2017.