Case Study

Healthcare Prescription Claims Processing Software

Go-To-Market Planning | Ideal Client Personas | Lead Generation Strategy | Sales Pipeline Strategy | Unique Value Prop

Our client develops billing software that administers prescription benefits by managing the relationship between the patient, pharmacy, and insurer. They established a network of affiliate pharmacies specializing in Workers’ Compensation to help injured workers get their medications without delays and denials. The software increases patient satisfaction by eliminating the administrative burden on the physicians for claims processing and improving the efficiency of how prescriptions are processed by the pharmacy, creating a “win” for all parties involved.

Challenge

Currently, this client only serves workers in the State of Pennsylvania. Their growth plans include expanding into Virginia, with the aim of duplicating their success in Pennsylvania. To achieve expansion success, they needed a strategic marketing approach to reach physicians that work primarily with Worker’s Compensation patients. They sought a go-to-market plan to support their sales team from an agency that would partner with them and take responsibility for the execution of the plan.

Approach

Cultivate led the client through a go-to-market planning process to identify their core differentiators, define their ideal client personas, and develop their core messaging and channel choices. With their unique voice, value proposition, and target clients in hand, Cultivate worked with the client to develop an effective pipeline to move prospects through the buyer’s journey. The process, or client experience, would generate early-stage interest and then nurture prospects through their pipeline to a final purchase decision.

Results

This process led to the creation of two lead generation strategies based on one meaningful insight: the primary decision maker was the physician. Using this key information, Cultivate focused the client on an Account Based Marketing approach which focused on targeting physicians, and a broader marketing approach that would engage influencers with preexisting relationships with these physicians. The handoff included a complete roadmap to move the client forward in attaining their revenue goals for the Virginia launch.