Case Study:

AdvancedMD

How Sapha helped them get 10,000 high quality leads

Challenge:

AdvancedMD was having difficulty marketing their software product. Their business development costs continued to increase but showed little return on investment. AdvancedMD needed a cost effective way to generate quality sales leads while maximizing outreach efforts.

The medical practice management software offered by AdvancedMD to private practices, enterprise medical companies, and billing services streamlines the business aspects of running a medical practice and aids in meeting payor compliance requirements. Medical practitioners recognize the need for improved processes but lack the time and resources to research and develop a solution.

AdvancedMD was ready to address this need, but did not have a way to share the story of their product. The initial sales and marketing model saw the sales staff making thousands of cold calls and spending tens of thousands of dollars fielding sales meetings. Such an inefficient approach quickly effected performance and profits in a negative way.

"We are always looking for efficient ways to show our product to prospects and provide them easy ways to contact our sales staff. The HookTour was able to solve both of our problems and provide the highest closing lead form," said David Naylor, Online Manager at AdvancedMD.

AdvancedMD sought to target audiences in several market segments. They needed a way to capture the attention of a difficult demographic while engaging them in the education process.

Solution

Needing a way to generate qualified sales leads, AdvancedMD worked to develop an online tool that would engage customers through both audible and visual stimulation — appealing to both the heart and the mind.

"If customers are generally unhappy, they won't take action. Only when they are feeling significant pain will they seek a solution on their own," says Naylor. "In our sales process, we needed an effective way to help them identify that pain."

The result of this approach was a Web analytic tool known as a HookTour, developed by Sapha. Working closely with Sapha, AdvancedMD customized a 15 field HookTour designed to collect important sales demographic information. Most sales questionnaires are short in length to encourage a higher number of respondents. Despite the norm, AdvancedMD wanted to make sure they only qualified high quality leads. Going against traditional practice, AdvancedMD implemented this 15 field HookTour and has achieved nothing but impressive results.

AdvancedMD currently uses several HookTours in their sales and marketing process; each focused on different market segments. The ability to customize and scale these conversion tools continues to prove valuable to a fast growing company like AdvancedMD.

"We've been able to scale these conversion tools to several unique markets; giving our sales team an effective way to reach different audiences," said Naylor. "Sapha was targeted with their approach and the HookTour creation process moved quickly. They understood our business drivers and produced a seamless integration tool."

Results

The deployment of Sapha's sales conversion tools on the AdvancedMD Web site has generated more than 10,000 unique sales leads. Of those leads, an impressive 14 percent have been converted to sales. This level of sales conversion is staggering compared to the industry standard of 3-4 percent.

"We have tried several different sales generation tools. Despite being aggressive with those other tools, nothing has come close to the results Sapha's solutions continue to produce," said Naylor. "We found that it just wasn't enough to generate traffic on the site. Those viewers had to be motivated to take action. Sapha's tools give us that."

AdvancedMD continues to use several Sapha solutions. They are actively using HookTours to reach two separate markets and are in the process of developing tools to penetrate a third market. The scalability offered by this suite of conversion tools will allow AdvancedMD to grow sales exponentially with limited additional investment.

About Sapha

Sapha is the premier online conversion company. Their solutions instantly improve traffic conversion for Web sites, email campaigns, and landing pages. Sapha delivers proven products that combine rich media, proprietary analytics, and direct response know-how into easy, cost-effective conversion solutions that turn Web sites and marketing campaigns into conversion machines.

www.sapha.com