Throughout COVID-19, hospitals and healthcare systems relied on healthIT companies to deliver solutions to help keep both employees and patients safe. During the pandemic, Rimidi’s remote patient monitoring and electronic health record (EHR) integrated patient screening app stepped up to the plate to help mitigate the spread of COVID.
Rimidi was able to reach a high number of targeted medical practices through an inbound marketing approach that ended up driving over 200 leads during this period.
We recently discussed the role of inbound marketing in driving success for HIT organizations with Rimidi’s director of marketing, Emily Keough.
QUESTION: What drew you to the healthIT industry and your current role at Rimidi?
ANSWER: My first job in healthcare was at a B2C company in 2013, and that’s when I first learned of healthcare’s ambitious goal of shifting the entire industry from volume-based care to value-based care. I consider myself a problem solver, and with a journalism background, I seek to make complex topics easier to understand. There is no shortage of complexity in healthcare--and no greater problem to solve!
I was drawn to Rimidi by the team. Everyone is so mission-driven, incredibly smart and hardworking, and truly believes Rimidi has a big role to play in driving the shift to value-based care.
QUESTION: You’ve been working with Alloy for almost 3 years now. What would you tell other healthIT organizations seeking out a long-term agency partner?
ANSWER: I would tell other organizations to look for an agency that can meet you where you are and grow with you. The first thing we needed to do at Rimidi was elevate our thought leaders, so we started with Alloy’s media relations team. Once we got some buzz, we added Alloy’s digital strategy support.
QUESTION: Meeting prospects in their moment of need as they’re seeking out a solution has never been as important for healthIT companies as it is now. What inbound tactics have you found to be most successful for driving new prospects into your funnel?
ANSWER: We have had a lot of success with paid search, especially during COVID-19 when more organizations were searching for the types of digital health solutions we offer. LinkedIn ads have also been beneficial for us because we are able to get our thought leadership in front of a really targeted audience.
QUESTION: How do you see Rimidi’s content and inbound marketing program evolving over the coming year as the healthcare landscape continues to change?
ANSWER: I think some of the initial demand for digital health solutions spurred by COVID has diminished. Rather than direct conversions from search, we are seeing a lot more RFP’s sent our way due to our overall digital and media strategy. The goal will be to continue to keep us on health systems’ radars with new content with a focus on case studies with real results.
QUESTION: How do you measure the success of your inbound marketing program?
ANSWER: We look at a number of different factors: lead source, number of conversions, number of quality leads in those conversions, cost per conversion, cost per quality lead, etc. This helps us continually refine our digital spend and where we are focusing our efforts. Effectiveness of one tactic can change month to month, quarter to quarter - so we aren’t just measuring to measure and then reporting to senior management. We’re measuring to get a clear picture of trends in what’s working when and adjust as needed.