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.
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.
Asset Emails
Auto-response emails were designed so that those who filled out the form or LinkedIn lead gen form would have the ability to easily access the download in their mailbox, allowing them to be nurtured.
Competitor Campaign
After an audit of their competitors, a campaign that included paid search and paid social was developed to highlight Lumeris’s decade of experience and other benefits for their audience.
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