The Centers for Medicare and Medicaid Services recently released the FY2016 Hospice Wage Index Final Rule. TopRank Marketing’s client, a leading healthcare technology company working within the hospice and long-term care industry, created a white paper reviewing the recent decision and its impact on hospice providers.
While the white paper was driving leads organically, the overall reach and performance was not reaching maximum visibility.
The client wanted to increase the number of targeted leads obtained through this white paper while maintaining a low cost per lead. The client had a dual objective of increasing the number of people following their LinkedIn showcase page.
TopRank Marketing proposed a native advertising program on LinkedIn as a means of generating greater visibility and qualified leads for this timely asset.
TopRank Marketing isolated two distinct target audiences for paid promotion. Distinct messaging and visuals were created for each audience segment in an effort to speak directly to their pain points and areas of concern covered within the white paper. Multiple LinkedIn campaigns were flighted to each audience in order to maximize our reach.
TopRank Marketing was able to outperform all benchmarks for this campaign while driving 92 new followers to their showcase page. The qualified leads obtained from this campaign will be entered into a nurture campaign with the objective of driving more demo requests for hospice software.
- 75% increase in number of leads compared to benchmark
- 40% decrease in cost per lead compared to benchmark
Want to learn more about the benefits of native advertising on LinkedIn? Contact us today.