madison/miles Influences Over $1 Million in Revenue for Healthcare Tech Startup
Challenge
MIC is an innovative healthcare company that specializes in sophisticated patient monitoring, real-time predictive analytics and patient-centered healthcare to improve patient results, expedite intervention and reduce risk by allowing more informed, data-driven decisions. Its flagship platform is Sickbay, a clinical surveillance and analytics platform that is cleared for patient monitoring, analytics and alarm distribution. While the COVID-19 pandemic created a crisis for hospitals and healthcare workers around the globe, MIC’s Sickbay offered a unique solution. Sickbay incorporates data monitoring, analytics and risk calculation into virtual ICUs that allow hospitals to reduce risk to healthcare workers via remote monitoring of up to 100 patients on a single screen. When the pandemic broke, it was clear that Sickbay was uniquely positioned to solve multiple problems, and madison/miles media quickly developed and deployed a strategy to help position MIC for success.
Solution
The most immediate need was to create a website that was consistent with MIC’s branding and was indicative of the sophisticated solutions provided by Sickbay. In less than one month, m3 designed and deployed a comprehensive website that showcased the features of Sickbay, complete with videos, a blog and white papers supporting the COVID-19 initiative. Sickbay also became part of Intel’s $50 million pandemic response initiative to combat coronavirus, which led to the creation of a Scale to Serve Program for MIC. The program funded the rapid deployment of the Sickbay platform in hospitals, with Intel absorbing the implementation fees and MIC waiving software subscription license fees for qualifying hospitals. The MIC website needed to explain the program and the Sickbay platform to encourage action. At the same time, m3 needed to create immediate ways to drive traffic to the site. In addition to the robust website, m3 developed a sales enablement strategy to reach out to key stakeholders in the medical industry. The email campaign, sent as a marketing tool directly from the MIC sales team, opened the conversation with C-suite leaders and allowed immediate interaction. M3 was able to instantly create more awareness about the Sickbay platform and the Scale to Serve Program among the audience that needed it most. The website chat feature allowed MIC to be attentive to the interests of potential customers and provided an effective forum for further explaining and demonstrating Sickbay’s strengths and functionality.
Results
The sales enablement strategy provided fast results for MIC. Emails delivered a 4% reply rate, which is four times the average reply rate for cold emails. Propelled by our marketing strategy, the newly designed website received 14,000 views in March and April alone. Additionally, the innovative approach received attention from media outlets including the Wall Street Journal and Becker’s Health IT.
madison/miles media
madison/miles media is a content-driven digital marketing agency, with a focus on awesome work and measurable results. Our sweet spot is partnering with B2B businesses making $5 million to $150 million in revenue to accelerate their marketing and get results. For the past 13 years, we’ve leveraged significant sales experience,...
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