Selling a Brand to a New Audience & Market

In early 2020, Pareto Intelligence, a healthcare analytics and technology solutions provider, identified a new market opportunity. For its risk adjustment and revenue performance improvement analytics in particular, providers taking on risk could greatly benefit from Pareto’s services, which would not require much modification in the delivery model to work for this audience.

My team was tasked with building a go-to-market strategy to launch Pareto into the risk-bearing provider market.

Project Overview

Dates: May 2020 to August 2020
Strategy & Project Manager: Bre Bush
Copywriter: Bre Bush
Designer: Tammy Allen (portfolio)

The Solution

Develop a comprehensive marketing campaign inclusive of a direct mail, email marketing, paid and organic social media, and targeted digital advertising (e.g., Paid search/Google Ads, display banners), all driving traffic to a landing page (with A/B testing on the landing page messaging)
Prepare materials for the sales team (e.g., collateral, case studies) to support outreach
Update the Pareto website to reflect the new services and improve organic traffic

Landing page

Option A: Headline and copy focused on a startling primary source

Option B: Headline and copy focused on COVID-19 impact

Email

Email 3: Delivered to all contacts who did not click email 1 or 2

Social media

Multi-post series for organic reach on company page

LinkedIn video ad targeted to key titles at provider organizations

Post Caption:
If you’re a provider taking on risk, you need the right tools in place to ensure complete and accurate value-based reimbursement. Let us help you improve performance.

Key Results: 25k impressions on LinkedIn ads, 114 clicks (0.45% CTR)