Blog post By Paula Chiocchi on 2024-01-31
When the advertising agency for a leading dental service organization (DSO) turned to OMI to leverage our massive healthcare database and digital marketing campaign expertise, it was no ordinary marketing challenge. The DSO provides dental practices with back-office support while offering transactional assistance when those practices are up for sale.
For their ad agency, the campaign goal was to find three dental practices interested in selling their business. Although that task sounded simple on the surface, the agency knew that, in reality, it could be like finding a needle in a haystack.
In a previous blog post, we provided a glimpse into the initial successes of our collaboration with the DSO. Now, as the campaign reaches its conclusion, we are thrilled to share the full results and that OMI exceeded the DSO’s expectations. Here’s how we did it:
We used our healthcare database to build a target audience of dental businesses spanning 10 designated market areas (DMAs). Using firmographics, we drilled down to identify companies that exhibited the characteristics of our ideal seller. We looked at factors like size and reach, annual expenditures and revenue, market trends, growth information, and more.
We decided to use an omni-channel campaign strategy anchored by display ads and email to capture the interest of potential sellers. We executed a two-pronged channel strategy, which included sending emails and serving digital ads to the same targeted audiences. Emails were sent twice to qualified recipients across the 10 targeted DMAs, with nearly 300,000 emails sent overall. Users who engaged one channel were automatically "triggered" to get a follow-up message or ad on the other channel within 24 hours.
From the beginning, the agency leaders admitted they had little hope of identifying a dental practice interested in selling – especially since previous campaigns had not generated the leads they had anticipated. They had secured only two leads in one year and considered three or more to be a success.
OMI had a different perspective. We had confidence in the quality and accuracy of our data-- along with the precision of our intent signals--and knew that if we targeted the right prospects, we would find business owners interested in selling. After just a few months, the OMI campaign converted six potential sellers from ongoing daily display ads and identified two conversions/prospects from the email portion of the campaign.
The agency was beyond happy with the results. One of the executives said, “There's nothing quite like achieving a goal that you thought was nearly impossible to achieve. It was an incredible experience to have OMI’s omni-channel campaign exceed all expectations and enable us to do just that.”
Four key factors contributed to the campaign's success:
Achieving the seemingly impossible is an experience like no other, and our recent success in this digital marketing campaign was no exception. It's a great feeling when we can deliver what they hoped for and exceed their expectations. We had confidence in the quality and accuracy of our data and knew that if we targeted the right businesses, we would achieve our client’s goal.
Reach out to our team for assistance in reaching your most important marketing goals – even if they seem out of reach. We are always ready for a challenge!
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.