Leveraging 6sense for Growth Strategy

A leading healthcare analytics organization, aimed to drive significant engagement and pipeline growth within key healthcare provider and payer accounts. Their objective was twofold: to capture active demand and generate widespread awareness for a newly launched platform, ultimately demonstrating how their analytics could transform data into action for improved patient outcomes, reduced medical expenses, and enhanced risk adjustment accuracy.

The Strategy

Scratch Marketing + Media partnered with them to implement a comprehensive, multi-channel approach leveraging advanced Account-Based Marketing (ABM) strategies alongside traditional demand generation. We utilized 6sense as our main execution platform which was previously being underutilized at the company. Our strategy was meticulously crafted around:

  • Intelligent Account Targeting: Utilizing 6sense insights, we developed highly refined Target Account Lists (TALs). These were further segmented by account stage and specific core topic interests, based on observed search behavior, ensuring our campaigns resonated deeply with the right audiences.
  • Multi-Channel Engagement: We designed and deployed multi-channel campaigns incorporating diverse touchpoints. Each touchpoint was strategically planned to both educate the target audience and guide them towards conversion, moving them through the marketing funnel.
  • Optimized Media Allocation: A sophisticated media allocation model was developed to ensure efficient and effective distribution of resources across all campaigns and channels, maximizing reach and impact.
  • Always-On Brand Presence: Complementing the targeted ABM efforts, we ran continuous brand campaigns to maintain consistent visibility and reinforce the company’s market leadership.

Targeting over 2K healthcare accounts we achieved

+50%

reach creating awareness to their exact ICP

+50%

engagement on digital ads, educating the market of the brand and its new platform

16

opportunities in the 7-figure range

Execution

Scratch Marketing + Media successfully developed and launched precision-targeted campaigns reaching over 2,000 healthcare accounts. We managed four simultaneous primary campaigns: three distinct campaigns aimed at the provider market (segmenting by two main topic interest groups plus an always-on brand campaign), and one dedicated campaign for the payer market. To maintain engagement and provide continuous value, campaign touchpoints were dynamically refreshed monthly. Content spanned Top-of-Funnel (ToFu) awareness, Middle-of-Funnel (MoFu) consideration, and Bottom-of-Funnel (BoFu) decision-making stages, all designed to educate on how their analytics platform delivers tangible benefits to the relevant personas.

Outcomes

  • Significant increase in engagement rates across targeted healthcare provider and payer accounts.
  • Acceleration of pipeline generation within key strategic accounts.
  • Enhanced brand awareness and market positioning for the company’s new platform.
  • Successful education of target audiences on key platform benefits, leading to deeper engagement.