Mission Impossible: OMI's Omnichannel Strategy in a Medical Business Sale

There's nothing quite like achieving a goal that seemed impossible before you started. Whether it's a business endeavor or something personal, like completing a triathlon or finishing a DIY home improvement project, the sense of accomplishment is immeasurable.

Throughout the years, we've had many customers turn to us with an "ask" they didn't think was achievable:

- The number they needed to reach was too high.

- The target was too obscure.

- The challenges were too many.

It's a great feeling when we can deliver what they hoped for and exceed their expectations.

We recently experienced that when a leading dental service organization (DSO) turned to OMI to leverage our massive healthcare database and digital marketing campaign expertise. The DSO provides dental practices with back-office support while offering transactional assistance when those practices are up for sale. Finding just one practice interested in selling its business was the DSO's goal for the campaign  – and although that task sounded simple on the surface, the DSO knew that, in reality, it could be like finding a needle in a haystack. It's not every day that someone wants to sell their dental practice, right?

A Winning Strategy

OMI first used our healthcare database to assemble a target audience of medical and dental businesses spanning ten designated market areas (DMAs). Using firmographics, we drilled down to identify companies that exhibited the characteristics of our ideal seller, looking at their size and reach, annual expenditures and revenue, ownership style, market trends, growth information, and more.

Next, we crafted an omnichannel campaign strategy anchored by display ads and email to capture the interest of potential sellers. 

From the beginning, the DSO’s leadership team had doubts about whether OMI could successfully identify interested prospects. They admitted they had little hope of finding a seller – especially since the DSO's previous campaigns had not generated the leads they had anticipated.

But OMI had a different perspective. We had confidence in the quality and accuracy of our data and knew that if we targeted the right businesses, we would find a seller. We are just a few months in, and so far, the OMI campaign has converted four potential sellers from ongoing daily display ads. In addition, we identified one conversion/prospect via an email campaign. And we're not done yet: there is still one more planned email to send out, with the display ad program ending in August. We're proud to say the client is pleased with the results to date.

Four Factors Fueling ROI

There are four key reasons why the campaign has been so successful:

• Omnichannel Expertise: For starters, at OMI, we have deep experience with omnichannel campaigns. We know how to zero in on the right prospects and have the media activation expertise to choose the best channels, plan sequencing, and more. Whether you're looking for thousands of new prospects or need to find only one (which was the case with the DSO), our team can guide you.

 

• Triggered Campaign Strategy: OMI executed a two-pronged channel strategy, which included sending emails and serving digital ads to the same targeted audiences. Users who engaged one channel were automatically "triggered" to get a follow-up message or ad on the other channel within 24 hours. Unique to OMI, this strategy is one of the most significant reasons behind the campaign's success. 

 

• Database Size: OMI’s healthcare database is the largest known healthcare email marketing database in the U.S. It includes physicians, dentists, office managers, nurses, and healthcare providers, with more than 800,000 contacts. It targets decision-makers for hospitals, group practices, clinics, and single practitioners -- with records that include corporate email addresses linked to the healthcare practice and a physical address. If you want to reach healthcare businesses, the OMI B2B healthcare database is for you.

 

• Deterministic Data: I've written previously about the power of deterministic data for intent data, but deterministic data also applies to digital campaigns using our proprietary data. A huge benefit to proprietary data is the ability to target all the way down to the individual decision-maker level based on device attributes. At OMI, we use deterministic cross-device tracking, which utilizes consumer logins as an identifier to match multiple devices to a single user instead of a group of users that may share a device. This method tends to have higher accuracy since consumer login information is unique to an individual.

 

As I mentioned, the campaign is still active. We don't have the final results yet, but we'll share a complete case study with more information when we do.

 

I thought it was important to share this now, especially for anyone considering digital marketing but skeptical about whether it can really work for them. You never know until you ask. Please get in touch with me and my team today to learn more.