[CMTA] Com&co: Connecting care

Dit is een inzending voor Content Marketing | The Awards 2023 | www.cmta.nl

Com&co is een Gents b2b-contentagency die bedrijven helpt bij het versterken van zowel hun marketing, interne, en corporate communicatie als merkpositie en employer branding. Centraal daarin staat onze overtuiging dat je met steengoede content het verschil kan maken. We tellen vandaag een 40-tal specialisten in uiteenlopende domeinen: van creators en strategen tot contentmanagers en videoproducers.

Elevator Pitch

In 2017, the marketing team of Belgian medical software provider Corilus decided to play the content marketing card. Over the next few years, the team implemented a carefully devised content strategy with a strong always-on content layer. In 2022, the company reaped the benefits of its long-term approach and delivered the strongest digital marketing figures in five years, while turning content marketing into a company-wide philosophy that everyone backs with full conviction.

Briefing

Corilus wants its content and software to do the exact same thing: offer a unique end-to-end path in which patients and healthcare providers smoothly connect.

The marketing objectives that capture this dual purpose:

(1) Branding: to market Corilus as an expert and the number-one medical software provider for healthcare professionals. ‘Sub-brand’ Helena, in addition, should be known as the only health platform that allows patients so centralize all their medical documents and data and communicate with their doctors and pharmacists.

(2) Lead generation: collecting marketing-qualified leads to be converted into sales qualified leads. To this end, Corilus’ marketing and sales teams cooperate closely.

Insights

Corilus' target groups are different healthcare professionals: general practitioners (GPs), pharmacists, dentists, physiotherapists, residential care homes, nurses, specialists and paramedics. With their sub-brand Helena, the company targets Belgian patients. The technical link between Corilus’ medical software and Helena embodies the company’s Connecting Care mission.

Strategie | Aanpak | Resultaat

In 2017, Corilus devised a content strategy with the support of content agency com&co. The core of that strategy? Starting from the actual needs of the audience and translating them into effective digital content, such as SEO blog posts, video testimonials and e-books.

Thanks to its sustained efforts over the years, the team managed to build an omnichannel strategy with a variety of content types for each phase of the funnel. By scoring each lead within different lifecycle stages, Corilus gained a 360° view of the customer journey and detailed insights into how investments pay off. And they do pay off. In 2022, the marketing team reported its strongest digital marketing figures in 5 years.

Results:

• 7,715 unique blog visitors in 2022
• 5,293 e-book downloads in 2022
• 5,523 leads in 2022
• 1,524 MQLs since 2021
• 770 SQLs since 2021 (50%)
• 403 new clients since 2021 (52%)
• 30.4% sales via digital marketing and digital sales in 2022
• 70% of all general practitioners in Belgium are connected to Helena
• 33% of all pharmacists in Belgium are connected to Helena
• +1 million patients in Belgium are registered on Helena

These are the bare numbers. But perhaps Corilus' greatest achievement is that a rather small team managed to repay the board’s trust by turning content marketing into a company-wide philosophy that everyone, from C-level to sales and customer support, backs with full conviction.

www.comco.be

www.corilus.be

Dit is een inzending voor Content Marketing | The Awards 2023

Content Marketing | The Awards vormen een grootse en feestelijke erkenning voor de beste contentmarketing cases, de beste expertise op gebied van creatie en distributie en de beste mensen en partijen in het vakgebied.

Binnen elk van de vijf award-categorieën wordt door de vakjury een Bronzen, Zilveren en Gouden Award toegekend. De beoordeling van de cases richt zich op de samenhang tussen briefing, strategie, aanpak en resultaten met substantiële aandacht voor consistentie en lange-termijn inzet die eigen is aan contentmarketing.

Je kunt tot en met 18 september inzenden voor Content Marketing | The Awards. Lees alles over The Award en hoe in te zenden op www.cmta.nl

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Dit artikel is gepubliceerd door: Lieselot Berentzen