Home care marketing | Driving cross-functional success for a home care software launch

Home care software shown on different devices

Driving cross-functional success for a home care software launch

Leading a comprehensive, strategic, and process-driven go-to-market laid groundwork for stand-out positioning and strong brand equity.

Goals

Develop and execute a strategy that creates awareness, generates leads, and ensures smooth client onboarding.

Results

228

sales leads in the first quarter

I brought in 228 sales leads and doubled page views in the first quarter by easing purchase decisions with five niche-specific product webpages and two demo videos.

boost in email open rates

I helped increase email open rates ranging from 10% - 15% to 30% - 90% by personalizing content and sending automated email nurture campaigns.

mobile app downloads

I doubled average monthly app downloads by showcasing testimonials and benefits of the mobile product to current clients in mobile app marketing campaigns.

Project content

Video thumbnail for state executives testimonials

Video thumbnail for agency testimonial video

The Case for Care in the Home white paper promo image

Video thumbnail for home care mobile app

Home care software features overview video thumbnail

Home care blog on the importance of mindfulness for caregivers

Video thumbnail for home care software family portal training

How it was done

Research:

Identified product strengths by analyzing five competitors and observing beta software use during nursing and agency visits
Interviewed four clients and recorded testimonial videos for future distribution

Positioning and messaging:

Validated proposed positioning and messaging with in-house experts and an industry partner, emphasizing its medical focus, user-friendliness, customizability, and multi-line business features

Strategy:

Executed cross-selling initiatives via online channels and events, initially focusing on small to midsize home health clients first
Tailored and repurposed content for distinct home care prospect segments, including skilled, pediatric, non-medical/private pay, and enterprise or franchise

Sales enablement:

Assisted internal teams in understanding the market, competitors, and product by doing internal presentations, writing talking points, and providing content for effective sales conversations
Brought in 228 sales leads and doubled page views in the first quarter by easing purchase decisions with five niche-specific product webpages and two demo videos
Collaborated with sales and product teams to brainstorm long-term lead generation strategies such as creating an advisory board, which was implemented later

Team management:

Improved team morale by conducting an internal anonymous employee satisfaction survey, using the results to make improvements including hosting a product strategy feedback meeting, organizing a celebratory party for accomplishments, and requesting a team building day
Increased job applications by scripting and editing together a home care talent video and careers page job posting for use on social media and two email campaigns which averaged 1,484 clicks per email

Content and campaigns:

Drove creation of various graphic ads, three video ads, and other content to highlight value propositions for agency owners and administrators while users (caregivers, schedulers, office managers, and billers) got overview videos, a mobile app video, and in-depth demos to show feature benefits
Increased email open rates ranging from 10% - 15% to 30% - 90%, engaging 1,450 leads with a person score of 90 and above by automating email nurture campaigns for clients and a strategically acquired list, personalizing content to engaged leads, and nudging qualified prospects who completed live or on-demand demos but hadn't signed with a promo for six-months free with a multi-year contract
Doubled social media post engagement and addressed negative industry perceptions by using data supporting better patient experiences, more adherence, and reduced exposure to hospital-born infections in consumer-focused blogs, a contest, a white paper, an infographic, videos, and the company’s first short film
Reduced client on-boarding time and costs by implementing automated onboarding messages incorporating a welcome video, 16 on-demand training videos targeted by user type, help center pages, subscription opportunities, and requests for feedback and reviews
Doubled average monthly app downloads by showcasing testimonials and benefits of the mobile product to current clients in mobile app marketing campaigns
Moved our Software Advice listing to the second spot for private duty software by updating the online product listing and running email campaigns to boost reviews and increase visibility of our listing
Caught the attention of industry association leaders and received positive feedback for uniquely supporting the industry through sponsorships that delivered valuable thought leadership presentations, webinars, and blogs which also boosted our website SEO
Designed product-branded blanket and charger giveaways for trade show attendees at the annual national conference, which were a hit in the cold conference rooms