Executing Successful Healthcare Marketing Campaigns
OPTUM SPECIALTY PHARMACY
Building successful healthcare marketing campaigns for highly targeted audiences with messaging that motivates action.
For example, we supported a webinar campaign for providers to educate these individuals on the benefits of Optum’s home infusion services and capabilities. Activate Health conducted SME interviews, developed the webinar topic, secured a third-party physician endorser to participate in the webinar, as well as developed content, graphic design and spearheaded promotional efforts via social channels, provider emails and sales outreach.
Positioning Optum as an organization with extensive subject matter expertise in the specialty pharmacy space has involved developing white papers that educate providers. Our in-depth research allows us to craft substantial reports on the latest medications, innovations, and treatment landscape updates. These successful healthcare marketing campaigns also educate providers on how specialty pharmacies support and empower patients.
We support strategy, content development and design for a variety of industry awareness campaigns that engage with patients, providers and the community at large via social media. Social campaigns honoring National Cancer Survivors Month, World Multiple Sclerosis Day, and American Pharmacy Month, to name a few, consistently result in engagement that far exceeds industry benchmarks.
Optum Specialty Pharmacy has a large account and sales team that provides high-touch support to providers and practices serving patients with a variety of healthcare needs from oncology practices to rheumatology. Activate Health has developed a whole host of quick reference guides, checklists, and other sales materials that not only provide value to providers in their treatment of patients, but also drive actionable opportunities to engage with Optum.
METRICS OF SUCCESSFUL HEALTHCARE MARKETING CAMPAIGNS
Results from the paid social media campaign promoting a specialty-specific white paper resulted in impressive lead generation metrics that far exceeded industry benchmarks.
CPL: 175% below industry
Form completion rate: 60% above industry
CTR: 69% above industry
Metrics resulting from the organic social media campaign promoting American Pharmacist Month—including impressions, clicks and engagement rate—also resulted in high engagement and surpassed industry benchmarks.
Clicks: 1,604 clicks
Engagement rate: 7%