How Digital Elevator helped increase McKesson’s lead generation by 34%
34%
PPC lead increase
15%
Total lead increase
25%
Reduction in lead to meeting time
Industry: Healthcare IT
Services: Content Marketing, CRO, PPC Consulting
Challenges
Solution summary
Digital Elevator began with a comprehensive audit of the BPS subsection of the website to identify opportunities for improvement. We recognized that the navigational structure was in need of optimization, the sales copy could be improved to better speak to their target audience, and the lead generation call-to-actions could be revisited to help with conversions.
Because their services had exceptionally long lead times, we made suggestions to help potential clients get into the top of their sales funnel with less friction by utilizing white papers and video marketing. Upon further dissection of the BPS divisions’ existing content, we discovered a fantastic performance calculator resource that was not being utilized. We worked to place this tool as a call-to-action within the sales copy to help prospects understand the savings they could potentially have by switching partners. This tool was also created into a dedicated landing page that we recommended be used as part of their existing, but poorly converting, pay-per-click campaign.
The conversion rate optimization approach Digital Elevator took ultimately involved changes to the site’s navigation, sales-driven content marketing optimizations, and the placement of lead generation assets such as white papers, videos, and a performance calculator in strategic areas. As a result, McKesson experienced a 15% total lead increase and a 34% increase in PPC-generated leads over the course of six months.
High converting McKesson content
Drug Spend Savings Calculator
Sales Rep Calculator
RX Ownership Calculator
Dan and the Digital Elevator team initially helped us out with some new service page sales copy but took a vested interest in how that copy worked within our entire sales process. This led to evaluations into our overall sales cycle and how content and email opt-ins through white papers and our revenue calculator tool could be leveraged to generate more leads.
They were careful not to step on anybody’s toes at our company, and seamlessly blended into our team adding extra value in several poorly performing areas.
Chris Morrison
Director of Marketing, McKesson BPS
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