Digital healthcare holds the power to completely transform how we deliver care to patient populations. It can be preventative, engaging and empowering for patients’ lives, but it also comes with risk. The Organisation for the Review of Care and Health Apps (ORCHA) assesses health apps against clinical safety, data security and usability standards for the NHS and health bodies across the world.
To grow, it needed a marketing programme that not only built a trusted brand but helped convert interest into sales. To achieve this, we put in place the core marketing functions and platforms, including CRM, PPC, SEO, social management, and GA; and layered on a content plan that positioned ORCHA firmly as a global leader.
Integrated campaigns centred around market reports and webinars, that drew on ORCHA’s three unique content strengths – its unique assessment data insights, input from its clinical team, to ensure content resonated, plus vitally inclusion of existing customers as advocates.
To break into new territories, well known health app brands were assessed by ORCHA and given material to share far and wide. This was not only cost effective, but ensured ORCHA was introduced with the right reputation.
To ensure interest was nurtured and converted, we introduced HubSpot to maximise lead capture, increase intelligence of a prospect, measure campaign effectiveness and drive sales.
Results
The campaign, targeted on specific personas, reached 8m each year, with an AVE of £900,000 and 1,000 MQLs. With its unique market reports and intelligence, it is invited to speak at policy shaping committees, including the World Health Organisation and the Health and Social Care Select Committee; and has been recognised by the King for its contribution to industry.
It is now regularly asked for opinion by its key trade titles, and gains national exposure in outlets including the BBC, the Daily Mail, the Times, the Telegraph and the Economist.
During the lifespan of the campaign, ORCHA has grown from a UK start-up to an international brand with clients in 12 countries across the world, and in the UK, covering 70% of NHS regions.
Healthy Reputations 