How Healthengine is using storytelling to show (not tell) it’s still Australia’s #1 healthcare platform.
B2B case studies might not be the sexy thing that get lots of eyeballs on a blog, but they’re of real value to the most proactive prospects trying to do their due diligence online, as well as helping the sales team take the trusted ‘show, don’t tell’ approach to driving leads and sales.
Case studies demonstrate to customers the bona fide, tangible value that real people (just like them) have gained from a product or service. They often write themselves when we’re creating these for Healthengine – Australia’s #1 healthcare platform – which speaks volumes.
"The range of services they offer today is why we still choose Healthengine over their competitors. And from experience, when you’re searching on Google, Healthengine always ranks highly compared to competitors.”
The situation
In 2006, Healthengine became one of the first consumer healthcare platforms in Australia and quickly grew to become the nation’s largest. Today, it connects more than 3.9 million users with over 7,400 healthcare providers, including GPs, dentists, allied health practitioners, medical specialists and pharmacies nationwide.
The competition has grown too, but the newbie platforms can’t compete with the range and quality of services, integration, support, search engine rankings and, most importantly, ROI that Healthengine offers. And who better to tell that story than the practitioners who have successfully overcome some of their biggest challenges, not least the COVID vaccine roll-out, by using Healthengine.
The solution
The Healthengine B2B marketing team called on Caboodle to write a suite of GP and dental case studies and create a template their own in-house team could adopt going forward. That said, they weren’t looking for a cookie cutter solution. And we didn’t need to convince them of the value of storytelling. They were keen to embrace a more editorial approach, so we gave them a formula that allowed for plenty of creative freedom.
Of course, GPs and dentists are busy people, so we arranged and conducted the interviews over the phone, often after-hours. They gave us some great quotes and anecdotes but, more crucially, they were always backed up with solid data – the proof that prospects are really looking for. Wherever possible, we presented the key stat up-front in the headline and created a stats snapshot to get straight to the bottom line.
“Jo is just like an extension of our team. She adapts to how we like to work and turns quality work around super-fast. It gives our team such peace of mind to have someone like that to support us. And the fact we keep coming back for more is proof of how good the work is.”
Renee Newton - Provider Marketing Manager
If you’d like our help demonstrating your brand’s customer value through case studies, or to define and refine your brand voice (we helped Healthengine with that too), then get in touch.