Their Situation
Having worked with a well-regarded agency for a while, the owners of this rapidly growing healthcare business weren’t comfortable with the agency’s suggestion to embark on an SEO campaign.
The business works in a niche field where new customers are usually acquired through word-of-mouth. That’s why they were reluctant to invest in a SEO campaign. In fact, the business owners felt like their agency was more focused on selling them a solution than understanding their sales process.
Our Task
The healthcare business asked Klarity Lab to undertake a marketing review session with the business owners. A marketing review session is a high-level workshop where key stakeholders spend time:
- Reviewing their business
- Prioritising goals
- Identifying what success looks like and
- Planning next steps
Recommendations
The Klarity Session:
- Identified the key goals and priorities for the healthcare business over the next 3 years.
- Provided insights into:
- Their main competitors
- How these competitors are perceived by the market
- The competitive advantage our client enjoys and
- A clear classification of our client’s two primary customer avatars
- Recommended the healthcare client commence an email marketing campaign targeting these two customer avatars – noting the different language and messaging needs for each group.
The Outcomes
The client has asked Klarity Lab to come on-board in a management capacity to work with the business owners and the operations manager to execute and measure the strategy.
