Lumeris Integrated Digital Marketing


Project Overview
Empowering health systems in their transition to value-based care, Lumeris came to Overdrive to help create a marketing funnel based on thought leadership and nurture their audience through relevant assets.
Services Provided
- Customer Journey Mapping
- Account-Based Marketing
- Paid Search Marketing (SEM)
- Media Planning and Management
- Email Development
- Ad Creative Development
- Paid Social Marketing
- Landing Page Design and Development
- Campaign Tracking and Analytics
Campaign Highlights

Customer Journey Mapping
Overdrive planned and wireframed Lumeris’s end-to-end customer journey from the first ad impression to the last email, and built all its required components in one shot.

End-to-End Media Management
Overdrive developed a comprehensive media plan that identified high-value site direct media properties and a programmatic approach. This ensured Lumeris’s presence around key content based on user intent.

Account Based Marketing: Four Steps to Success
Overdrive implemented an enterprise-scale ABM program, utilizing its four steps to success program:
- Define your target audience.
- Reach your target audience.
- Nurture your target audience with display and email.
- Measure leads, opportunities, and pipeline influence.

Paid Search
Overdrive launched a comprehensive paid search program, coupled with the design and development of conversion-optimized paid search landing pages, which resulted in significantly increased conversion rates and ROI. In preparation, Overdrive assessed the following:
- Previous program history
- High-value keywords
- Ad text optimization
- Program history tracking

Display Ad Creative
Highly visually, engaging banners were developed to capture attention and drive action. These banners were deployed across high-value online properties that the target audience occupied.

Paid Social Media
Overdrive expanded Lumeris’s reach by creating a series of paid LinkedIn posts targeted to their ideal audience on the platform. Several designs were tested for Lumeris’s most popular asset as well.

Landing Page Creation
Overdrive created a series of landing pages for the paid media campaign. Shortened landing pages were tested against longer pages that included teaser sections from the assets they were promoting.