SaaS For Healthcare Providers

RxPx

RxPx is an award-winning, globally recognized SaaS platform that simplifies your digital patient services, proves value and helps your brand standout.

RxPx's technology connects patients, healthcare providers, labs and other vendors, creating real-time integration and visibility across the patient journey, while speeding up time to therapy and improving patient safety.

Team.

Product Manager

UX/UI Designer

Content Developer

Website Developer

Project Timeline.

2023

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Project Overview

The Challenge.

RxPx provides services to pharmaceutical manufacturers, contributing to an extended buying cycle inherent in the industry. Addressing the intricate challenge of engaging the target audience and acquiring leads necessitates a comprehensive, omni-channel marketing approach. This strategic method encompasses educational initiatives, diligent nurturing, and ultimately, conversion efforts tailored to influential decision-makers within the pharmaceutical domain.

Upon conducting a analysis of the RxPx website, a discerning observation has been made: a lack of substantive engagement among visitors. The prevailing trend reveals a brief interaction, with the user journey limited to a mere two to three pages per session.

The Goal.

To formulate a comprehensive digital marketing strategy, our primary objective is to identify the pain points and crucial concerns of potential clients. This involves implementing multi-channel marketing and conducting A/B testing with various creatives to understand response rates and campaign profitability. Furthermore, we strive to enhance the user journey on RxPx's website, fostering increased engagement and session time for an overall improved online experience, with a specific focus on generating conversions in terms of sign-ups.

My Role.

I collaborate with team members and sales professionals to comprehensively grasp the buyer journey. Together, we develop personalized digital marketing strategies aimed at engaging and nurturing target audiences on Google Search Results and LinkedIn.

In my role, I strategically employ marketing automation and email marketing to enhance relationship building and customer retention. Through careful customer segmentation and personalization, I ensure that our communication resonates with diverse audience segments. I have automated welcome series and onboarding processes provide a seamless introduction for new customers, while drip campaigns deliver targeted and informative content over time to keep customers engaged

In addition to this, I also take charge of:

Competitive Analysis

I conduct a comprehensive analysis of competitors, focusing on identifying their strengths, weaknesses, and potential opportunities for strategic leverage. Utilizing tools such as SEMrush, I assess their performance in paid advertising and search results.I perform in-depth analyses of websites, social media platforms, content strategies, and reputation to gather valuable insights.

Search Engine Marketing

I plan out paid ad campaigns and create copies that really connect with the target audience by addressing their pain points. I keep a close eye on things, making adjustments on the fly to ensure everything is optimized to the max.

Website Optimization

I conduct thorough website audits and employ analytical tools for in-depth technical SEO analysis. This includes identifying and resolving user experience issues, addressing errors, optimizing page speed, ensuring effective indexing and crawlability, performing security checkups, and enhancing mobile-friendliness.

Conversion Rate Optimization

I focus on boosting conversion rates by fine-tuning various elements. This involves analyzing user behavior, optimizing website content and layout, A/B testing different strategies and creatives, and making data-driven adjustments.

My Tools.

My Approach.

Discovery & Brainstorming

I kicked things off by brainstorming with the sales team and the marketing crew. We wanted to figure out what our target audience is all about – their quirks, questions, and what are the major concern in buying cycle.

Website Audit & Analysis

my approach encompasses the strategic utilization of three key tools: Google Analytics, Microsoft Clarity, and SEMrush. Google Analytics functions as an analytical detective, elucidating the identities and behaviors of website visitors. By using SEMrush we get perspective on the digital landscape by revealing search engine queries relevant to our domain, identifying emerging trends, and assessing our website's ranking vis-à-vis competitors for specific keywords. This approach ensures a methodical and informed strategy, enabling us to fortify our digital presence and user experience.

What i delved into:

New users in the past three months
Returning users in the past three months
User bounce rate
Most visited page
User journey through pages
Most clicked areas and buttons
Page views and session times
Average session time on pages

My findings:

Most of the traffic is coming from direct which means from audience who are already familiar with the brand
Most of the user dropping off after visiting average of two pages
There are keyword gaps with 5 most important competitors that are not taking advantage of in blog section of the website
There are crawl errors, page speed issues, 404 error and low count of words on few pages which needs to be fixed
Average scroll on pages is less than 50%

LinkedIn Analysis

I conducted a LinkedIn analysis, to focus on key metrics for comprehensive insights. Kept a close watch on engagement metrics such as likes, comments, and shares to gauge content resonance, and track follower growth to measure the impact of outreach efforts. Understanding the target audience demographics through follower insights. Evaluated content performance by identifying top-performing post types and topics. Monitored page visits and search appearances for branding, and conducted competitor analysis to stay informed about industry trends.

What i delved into:

Post engagement
Follower growth
Top performing content
Conversion rate
Ads engagement
Competitor analysis
Search appearance

My findings:

Most of the traffic is coming from direct which means from audience who are already familiar with the brand
Most of the user dropping off after visiting average of two pages
There are keyword gaps with 5 most important competitors that are not taking advantage of in blog section of the website
There are crawl errors, page speed issues, 404 error and low count of words on few pages which needs to be fixed
Average scroll on pages is less than 50%

Google Ads Analysis

Once I grasped the business goals and objectives, I delved into a comprehensive Google Ads Analysis to evaluate the effectiveness of our ad campaigns and ensure their alignment with the established objectives. Utilizing the SEMrush tool, I conducted a thorough competitive analysis, scrutinizing the keywords and bidding strategies employed by competitors. This not only provided insights into the competitive landscape but also identified strategic opportunities for us to secure top-ranking positions on search result pages.

What i delved into:

Conversion Rate
CTR
Negative Keyword List
Bidding Strategies
Bids Adjustments
ROAS
Quality Score

My findings:

The campaign's efficiency was compromised due to the absence of a negative keyword list.
Utilizing the Google Keyword Planner, I identified high-volume keywords and strategically incorporated them into our campaigns.
To optimize within specified budgets, I refined our keyword selection, steering away from an excessive number that could impede performance.
Precision was applied in adjusting bids, aligning them with optimal hours and days for enhanced campaign performance.
Optimization was carried out by editing ad copies, aligning them with the most successful ones, thereby contributing to increased conversions.

Strategy & Implementation

After diving deep into each channel, I kick off by crafting a solid strategy for the digital marketing process. The aim is to sketch out a clear roadmap, pinpointing key elements like timeline, plan, budget, creatives, metrics, and delivery.

Technical SEO fixes including:

Crawbliity and sitemap checkup
Robot.txt file check up to ensure accessibility of pages
Page speed optimization by compressing images, videos, browser caching and using CDN
Fixing broken links
Optimizing meta description for each page and adding keyword reach title tags
Organizing the contents with proper heading tags
Updating XML Sitemap

Website Landing Page design and implementation including:

Designing layout and mockup using Figma
Simplifying the message
Adding call to actions
Adding trust elements
Optimizing for mobile screens

Google Ads campaign setup and optimization:

Identifying the best objective and bid strategy
Ad Structure proposal and implementation after approval
Targeting audience from GA4
Adding high volume keywords from Google Keyword Planner and SEMrush
Preparing proposed ad copies and descriptions
Setting up Ad Assets
Adding conversion tracking from GA4 and GTM
Negative keyword implementation
Bid Adjustment after 30 days of performance monitoring
Budget allocation
Setting up display campaign for retargeting ads engagements

LinkedIn Ads campaign setup and optimization:

Identifying the target audience and creating lists in campaign manager
Campaign strategy proposal and ad format for TOF, MOF and BOF
Campaign setup and ad format selection based on objectives
Budget allocation for each campaign group
Using Sales Navigator to target most qualified individuals for InMail Messaging
A/B testing campaigns with audience and creative variations
Adding Insights Tags to the website for retargeting specific page viewers with tailored ad campaigns
Creating Follower Ad campaign to increase the organic reach and attract new followers in pharmaceutical industry

Reporting & Analytics

Utilizing Google Analytics, Google Ads report, Adobe Analytics and LinkedIn Insight Tag and prepare monthly report for stakeholders highlighting the most important KPIs
Analyzing use journey and conversation path using Funnel Exploration and Path Exploration in Google Analytics
Creating Google Ads custom report tailored to campaign objectives
Behavioural Analysis by monitoring popular pages, scroll depth, bounce rates, average session on page and average views per sessions