Medical Software Company Enhances Lead Generation with HubSpot
Posted by Maggie Georgieva on Wed, Feb 10, 2010 @ 01:58 PM
About Valant Medical Solutions
Valant Medical Solutions is a medical software company that provides psychiatrists and other mental health professionals with a web-based electronic medical record (EMR). Soraya Hareez, Valant’s director of marketing and communication, shares the success her company achieved with HubSpot.
Challenge: Chaotic Records and Reliance on Paid Search
Before Valant started with HubSpot, the company had a hard time accurately tracking marketing initiatives. Soraya's team was keeping multiple spreadsheets of keywords and the progress they were making. Additionally, Valant relied heavily on PPC ads to drive traffic to their site.
Solution: Integrated Measurement Tools and Lead Intelligence
HubSpot enabled Valant to create integrated reports of progress across different marketing channels. Tracking and measurement tools, such as the Sources application, help the company keep track of performance in terms of traffic and leads from individual traffic sources. As Soraya said, “HubSpot is a way for us to do everything together, and HubSpot does the calculations for us.”
Valant reduced reliance on paid search by expanding organic traffic and capturing targeted leads with HubSpot lead intelligence. Landing pages and lead nurturing helped the company design distinct strategies for specific types of leads.
Results: Enhanced Lead Nurturing and Reduced PPC Spending
- Increased leads from 4 leads/month in Sept. to +130 in Jan.
- Doubled organic traffic and increased conversion rates
- Greatly reduced paid search ads
Valant’s successful use of lead nurturing helped the company increase its lead pool to hundreds in the last three months. Conversion rate for organic search skyrocketed and enabled the company to focus on long-term marketing strategies rather than depend on short-term paid search. “We have eliminated ad words from the mix,” Soraya said.
Thus, HubSpot’s integrated lead management, optimization and measurement tools helped Valant design a successful lead generation strategy. “The best part about HubSpot is its ease of use both on the software side and also on the support side."
Case Study PDF