id healthcare: how jenny craig engaged healthcare providers€¦ · intelligent demand is that...

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HOW

ID Healthcare:

How Jenny Craig Engaged Healthcare Providerswith a targeted channel strategy

Millions of people struggle to lose weight. Obesity exacerbates many diseases such as diabetes, heart disease, and other chronic health conditions. Most people need comprehensive support to safely drop pounds and make the lifestyle changes required to keep the weight off.

With the weight loss market awash with “the latest” fad diets and weight loss regimens, getting consumers’ attention — and earning their trust — is exceptionally challenging.

But Jenny Craig, a long-time leader in the market, identified an underutilized and highly effective path to reaching prospective members: patients’ own healthcare providers (HCPs).

Research has proven that a provider-initiated discussion on weightloss leads to a higher rate of success. Although obesity is a top health issue, a lack of time, resources, and knowledge has caused most healthcare professionals to shy away from broaching the weight subject with their patients. But HCPs have the power to influence their patients for the better.

So Jenny Craig set out to empower healthcare providers with tools, resources, and information to facilitate the conversation — and drive revenue growth.

THE BACKSTORY

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HERE’SHOWTHEYDID IT

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Together with their agency partner, Intelligent Demand (ID), they developed a comprehensive healthcare provider channel strategy that brought Jenny Craig’s unique value proposition to life.

Following an intensive discovery process, the team developed a multi-channel, multi-stage program, powered by Marketo, that specifically speaks to the healthcare provider audience. This innovative program was aptly titled BE THE HEALTH MOMENT.

BE THE HEALTH MOMENT inspires and educates healthcare providers on how a weight loss discussion can be the catalyst for life-changing results.

The team created a consistent, educational omni-channel experience for

They then orchestrated the targeted launch of content offers through multiple media channels, including medical industry-specific digital publications and social media platforms.

Custom video content with nationally recognized obesity expert,Dr. Goutham Rao

Interactive tools to help initiate and navigate potentially difficult conversations

Provider referral kit with special promotions for patients that can be used at

THETRANSFORMATION


SEE THEMEASURABLE

RESULTS

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BE THE HEALTH MOMENT positions Jenny Craig as a thought leader among healthcare practitioners on the topic of weight management through the lens of health outcomes, building awareness of their unique value proposition, and building credibility for the brand. In the first quarter after launch, the program generated impressive and scalable results. It was placed in eight media channels, which generated over 4 million ad impressions. Just a few of the highlights are shown here.

THE RESULTS

SEEWHAT

THETEAMSAYS

49%Steadily decreasedcost-per-lead by

Over 50,000 clicks on lead gen ads,with more than twice the industry

average CTR

Over 850 healthcare professionalshave opted-in to the channel program

4M4MGenerated over

ad impressions across8 channels4M


// Within the first quarter of launch //P // 3

20.9% average nurture email open rate

3.2% average nurture email click-through rate

Double the industry standard click-through rate

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Natalie Holtgrewe, Account Director, Intelligent Demand

“Our primary challenge was connecting with providers in a real way, and driving real action. With the oversaturated healthcare industry, we needed to create an experience that didn’t just break through the noise, but was authentic to the provider’s needs, pain points, and motivators. Throughout every step of the strategy we focused on empowering providers to help their patients, and ultimately that's what enabled us to generate exceptional results.”

THEINSIGHTS

SEEWHAT

OURCLIENT

SAYS

What made this healthcare program so successful? Here are some key insights that we leveraged to great effect:

Target, engage, and activate the HCP because they hold great influence with their patients! They can be a change agent.

Create engaging content that helps HCPs quickly understand the program and know how easy it is for them to make a difference in their patients’ lives.

Set well-defined, but reasonable goals. Hit them and then evaluate the next step.

Deeply understand your target audience, their true engagement journey, their preferred channels, and their emotional and rational drivers.

Engage HCPs across channels in a targeted way.

Use an Agile approach. Get into market and then optimize with real-world data.

Be courageous and challenge the status quo. Take smart risks and place small bets. Then scale.

Increase HCP engagement with personalized messaging, interactive content experiences, and video.


Jacob Stark, Director, Digital Strategy, Jenny Craig

WHY INTELLIGENT DEMAND?


GET INTOUCH

WITH ID

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There were three main reasons we chose ID for our major digital initiative:

All of this adds up to an agency that clearly wants a relationship with their clients resulting in successful outcomes.

1ID has the expertise. They will research and understand the work, develop an effective strategy, and implement the plan with as much (or little) involvement from the client needed.

2ID is focused on results.They will ensure they understand the desired outcomes, what metrics must be used to measure those outcomes, and report on those outcomes to ensure successful progress.

3ID is an extension of the client’s team. Too many agencies fill the room with egos and a lot of hot air. ID wants a partnership built on trust and respect.

“

”

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Intelligent Demand is that agency partner. We call our approach Real Revenue

Transformation™ because when the right people work together in the right way toward

the right goals, genuine transformational growth happens, careers flourish,

companies grow, and customers win.

Reach out to start transforming your revenue.

877 654 2234 // [email protected] // intelligentdemand.com

GET IN TOUCH

Collaboration in an efficient, agile way that complements your team’s resources, strengths, and skills.

A holistic approach that integrates your strategy, creative, media, technology, data, and analytics – because that is the best way to deliver ongoing ROI.

Commitment to transforming the way you grow revenue so that it is repeatable, scalable, innovative, and measurable.

Willingness to challenge the status quo, even when it’s uncomfortable or unpopular.

Reliance on data to optimize your programs, not just opinions or hunches.

What Should You Expect from a Partner?

REAL REVENUETRANSFORMATION


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id healthcare: how jenny craig engaged healthcare providers€¦ · intelligent demand is that...

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