Establishing Thought Leadership
emids is a leading provider of digital transformation solutions to the healthcare industry. The company needed to elevate its messaging to the C-level and drive pipeline to support aggressive growth goals.
After acquiring Encore Health Resources in 2018, emids needed to update its website and messaging to align with post-acquisition goals, individual business units and target audiences, including CIOs, CDOs, CSOs and CMOs.
From stakeholder interviews and market + competitive research, we determined that emids needed to define what it means to be the leader in digital transformation, then build credibility and demonstrate its leadership in digital transformation. To achieve this, we created a single message across all content and messaging that defined emids as the digital transformation leader.
Our research also drove development of emids’ messaging and positioning around maximizing technology to deliver better care. From this idea, we developed a thought leadership platform around being a digital transformation leader in healthcare.
After identifying a unifying theme under which emids could package multiple types of content to drive messaging, we updated the website with this messaging, created a new editorial direction for emids blogs, and a new social media and content development strategy.
We then developed a thought leadership campaign around being a digital transformation leader in healthcare, which is ongoing. We created a variety of content – blogs, social media, white papers, & sales email sequences – laddering up to emids’ pillar content strategy around digital transformation, data & automation, purposeful growth and COVID-19. We integrated with other campaigns, such as the annual emids’ Summit. We developed campaigns around “Making Digital Doable”– the Elements of Simple campaign, a how-to guide for healthcare organizations on their digital transformation journey, and the EVOLVE platform for distributing content around digital transformation–to further depict emids as a pioneer and thought leader in digital transformation.
Within the first year of the thought leadership campaign, emids achieved:
- Increased percent of website browsing sessions from US visitors from 27.20% in 2016 to 43.34% in 2019
- Decreased website bounce rate from 62.74% in 2016 to 36.35% in 2019
- 2018 Digital Transformation Campaign
- Influenced $46.7 million in pipeline
- 11 sold/won opportunities
- Acquisition by New Mountain Capital (2019)