When Daniel Tashnek cofounded Prevounce Health, he understood the challenges and opportunities in preventive medicine, largely in part to his work as a healthcare attorney and familiarity with Medicare compliance. With the help of top tech engineers, Tashnek built a healthcare software company poised to meet those needs in 2016.
In the beginning, leads for Prevounce came from a sales rep model, though Tashnek recognized the need to shift to a direct sales approach. After perfecting its clinical wellness platform to support the delivery of Medicare-eligible services, Prevounce was ready to scale up and reach the practitioners interested in offering preventive care. But how was the company going to connect with this targeted audience? It became clear that Prevounce required a marketing strategy and new website that would clearly communicate the company's message and capture leads that would be converted into customers.
Though Prevounce had a depth of expertise and a product that streamlined preventive services, the company had significant marketing challenges. Prevounce was a relatively young startup in a market teeming with competitors. To get a leg up, the company needed a healthcare digital marketing agency, and one specifically with expertise in content marketing and search engine optimization (SEO). That company was the Spot On Agency.
We hired Spot On just as we were starting to pivot to a direct-to-market sales model in a crowded field,” Tashnek says. “Our software was much more comprehensive and feature-rich than the competition, but we were still worried that we would get drowned out by established products.
Reaching new customers through organic search was crucial and time sensitive. But there were significant obstacles: At the start of 2019, Prevounce's organic website traffic was almost nonexistent and search for most of its critical keywords barely landed the company in the top 100 of Google rankings. With almost zero visibility and a website in dire need of optimization, it was difficult to stand out in the crowd, much less convert leads.
To help Prevounce achieve its short- and long-term objectives, Spot On recommended a multilevel approach to marketing its platform and services — a comprehensive plan that would combine the development of cohesive brand and messaging platforms, a website strategy, content strategy, and plan for paid digital ad placements.
The full-court press approach allowed Prevounce to pinpoint the best inbound leads. The company experienced a nearly 1,400% increase in all non-paid traffic from July 1, 2019, to Sept. 30, 2020. All the while, Spot On was helping Prevounce build the visibility in national publications necessary to capture more traffic and create customer confidence that influenced lead conversion.
Another undeniable benefit to this comprehensive approach: By the time COVID-19 reared its head, Prevounce was already positioned to capitalize on the market growth driven by the need for socially distant patient care.
The plan relied on these key pillars:
Spot On team members developed personal relationships and engaged in dialogue to understand how the Prevounce platform worked and what features were most important to customers. “Spot On went above and beyond to learn about our market niche and understand what makes our product unique,” Tashnek says.
It's a reciprocal partnership: Prevounce's leadership team propelled progress by recognizing the need to invest resources in content that would separate serious companies from the SEO gamers. Tashnek valued the time and energy that supported the long game, not just the quick wins. This solid relationship drives the kind of synergy that sparks new ideas continually. For example, Prevounce started an Annual Preventive Health Scholarship Program for college students pursuing a career in healthcare. This initiative aligned with the company's values while also delivering 600-plus backlinks from more than 30 domains and raising Prevounce's domain authority by 10 points.
With the emergence of COVID-19, many Medicare beneficiaries needed more virtual services. These include those that can be delivered via remote patient monitoring (RPM), which is supported by the Prevounce platform. Demand for RPM and software that could help facilitate it grew rapidly.
Thanks to Spot On's extensive experience in healthcare digital marketing, the agency combined targeting of SEO keywords around RPM with driving home a content-rich approach that considered this topic from every angle and capitalized on newsworthy developments. The close collaboration between the Spot On and Prevounce leadership teams allowed them to pivot and effectively meet market accelerations.
From March to September 2020, the teams executed a content strategy that showcased the depth of knowledge around RPM and other preventive services. Prevounce now consistently lands on the first page of Google search rankinvgs for critical keywords. Take a look at where Prevounce performs with some high-priority keywords that were all outside of the top 100 as recently as March 2020:
For the bigger picture, consider that in October 2019, Prevounce ranked in the “Top 100 of Google” for only one keyword. Today, the company ranks in the top 100 for about 600 keywords and in the top 10 for 50 keywords.
Prevounce's website needed to reflect the seamless user experience that the company's platform delivered and it also required some serious SEO love. By completely reworking the website, Spot On provided an engaging and coherent user experience, the kind that prompts conversion optimization. Organic traffic began to surge, and the authority of Prevounce's domain score rose from 6 in January of 2020 to 27 in October 2020.
Unlike an agency that can serve "a little PR on the side,” Spot On provides full-time editorial staff writers with niche industry connections, specifically in healthcare. This generated media relationships for Prevounce. Between March and September 2020, Prevounce published columns in and provided content to many national publications, including:
Tashnek credits this outreach effort as one of the most successful parts of the strategy. “We have seen quite a bit of direct business from these off-site articles, and our domain authority has been steadily increasing.”
What speaks the loudest concerning the impressive results highlighted thus far is how they translated into customer action. These metrics, measured from Jan. 1, 2020, to Sept. 30, 2020, demonstrate the impact:
These numbers testify to the power of partnering with a healthcare digital marketing agency and taking the long view to building authority that creates lasting benefits in the marketplace.
As Spot On has helped us become more prominent in our niche, we have seen significantly more organic customer leads coming into our website.
It's the culmination of these efforts, combined with a responsive eye toward changes, that keeps the marketing strategy remaining fresh and performing beyond expectations. “Spot On continues to hone our business plan as we grow as a company,” Tashnek says.