How to directly reach high-value decision makers in a crowded market.
Learn how a global consulting firm was able to connect with hospital CFOs directly — cementing their spot as an authority in healthcare consulting and filling pipeline for their consulting firm.
About our client
Industry
Consulting & Technologies
Size
$1B+ annual revenue
Product
Consulting Services & Digital Transformation Software
TL;DR — for those on a time crunch:
How do you become a trusted voice in your industry?
Here’s how we helped our client make a new name in healthcare consulting in two steps:
Transform their top specialist into a published author and notable brand
Use this industry recognition to get facetime with healthcare executives and CFOs
The result: Our client became one of the most sought-after thought leaders in healthcare consulting — pumping $6 million into their firm’s pipeline in under one year.
$6 Million
Meet our hero:
A top consulting firm
Our client specializes in digital transformation across a variety of industries, from financial services to accounting and healthcare.
The problem
Our client had a great reputation for results, but low brand awareness in a specific vertical.
The firm is a wildly successful consultancy in many spaces, but most don’t associate their services with healthcare. They came to us for help accessing C-suite executives in the competitive healthcare sector.
The goal
Reach CFOs of large healthcare systems directly
With 750+ offices around the world, our client didn’t need a standard brand awareness campaign. They needed to identify and gain access to top-tier decision makers in a very specific vertical and to have those decision makers see them as an authority in the space. We knew our approach had to be insightful, strategic, unique — and human.
The solution
Elevate our client by positioning their top consultant as a trusted authority in healthcare
In the age of influencers and TED Talks, people are looking to their peers for advice rather than large institutions.
In fact, 67% of buyers prefer thought leadership from a recognized author than from a faceless brand.*
Why? Because it’s easier to trust someone you can identify with.
Our approach
Transform our client’s top subject matter expert into a trusted household name to establish credibility and open the right doors.
The strategy
How we did it
Step 1
Build a brand
To create a groundswell of interest for our subject matter expert, we developed an online brand presence in 2 strategic phases:
-
Phase 1 — Turn their findings into a published book
The unique, seasoned, powerful, and effective point of view was there; we simply transformed the work into something accessible and tactile. Our team launched both a paperback version and an e-book, establishing the author online and on Amazon.
Phase 2 — Build a multichannel digital platform
To support book sales and further instill brand recognition, we designed a website and built a LinkedIn page for our client’s newly published author and expert.
Step 2
Deliver value to establish trust
Through market research, we determined which content would be most valuable to the target audience — then customized a demand-gen plan to execute.
-
To collect qualified leads and gather critical user data, our team developed:
A value-based webinar targeted to industry CFOs
A short form video series addressing the most pressing issues in healthcare
Consistent organic LinkedIn posts to keep our client’s expert top of mind
Downloadable, high-value, free assets to boost brand visibility and educate potential buyers
Step 3
Nurture and generate demand
A constant stream of insightful, highly valuable information raised our client’s profile, helping them gain access to the senior most leaders the most prestigious healthcare organizations in the country.
-
To further nurture this pocket of the market, we launched strategic LinkedIn ads and email campaigns that saw incredible success:
40% email open rate
5% click-through-rate (well above average)
144 leads generated from a single LinkedIn ad
3.7k
Engaged followers
215k
Video views
$6M+
Added to pipeline
665k
Impressions
700+
Marketing qualified leads
100+
Books distributed
The impact
An active, highly engaged audience of nearly 800 key hospital decision makers: CFOs, VPs, Executive Directors, and more
We transformed our client’s healthcare expert into a recognized, trusted industry leader and nurtured an active audience of C-suite healthcare executives.
Industry leaders are now looking to our client as a trusted advisor in healthcare.
*“2021 LinkedIn-Edelman B2B Thought Leadership Impact Report,” Edelman, Sept. 21, 2021
Forrest is creative, responsive, and innovative — everything you’d hope for in a trusted business advisor.”
Our client, the newly minted authority in healthcare
Turn your SMEs into pipeline driving thought leaders.
Do you have an SME who you want to become a trusted resource in your industry? Schedule a chat with our team and we’ll show you how it works.