Making Telehealth What's Trending
MDLIVE, a national telehealth company, allows their patients to receive high-quality, convenient care – without having to leave their homes. Members are remotely connected with board-certified medical professionals via mobile app, website or phone consultation. Virtual consultations include services such as remote diagnosis, vital sign monitoring, e-prescriptions, and access to patient portals for their medical, dermatology and behavioral service lines.
CHALLENGE
MDLIVE sought to address a variety of constraints, including the need to acquire new app registrants and increase the platform utilization of existing registrants. They also wanted to market directly to consumers within specific geographic areas, without jeopardizing existing payer relationships. Last, due to a lack of brand exclusivity among payers and providers, they needed to leverage these dynamics to better promote their platform among patients.
SOLUTION
Wax crafted an omnichannel digital marketing campaign consisting of content, display, SEM and social media advertising strategies, and was powered by CRM microsegmentation. This approach consisted of three key areas of focus:
- Direct-to-Consumers: Launched branded campaigns to consumers into previously untapped regions
- Existing Members: Re-engaged existing registrants to increase platform utilization
- Enterprise: Bolstered relationships to increase market share through brand promotion and referrals from allied providers
RESULTS
The campaign generated the following results over a period of one year:
- 60% increase in registrations
- 63% increase in consultations
- 71% decrease in marketing cost per consultation
