About Air MethodsAir Methods is the leading air medical service, delivering lifesaving care to more than 70,000 people every year. With nearly 40 years of air medical experience, Air Methods is the preferred partner for hospitals and one of the largest community-based providers of air medical services. United Rotorcraft is the Company’s products division specializing in the design and manufacture of aeromedical and aerospace technology. Air Methods’ fleet of owned, leased or maintained aircraft features more than 450 helicopters and fixed wing aircraft.
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ChallengeAir Methods collaborates with healthcare facilities nationwide, offering customized air medical transportation services through two distinct delivery models: the Alternate Delivery Model (ADM) and the Hospital-Based Service (HBS).
For ADM partners, Air Methods provides comprehensive services, including aviation, fuel, maintenance, aircraft, dispatch, billing, and EMS licensure. The partnering facilities support the program with medical staffing and direction. For HBS partners, Air Methods manages aircraft operations and maintenance, while the hospital oversees the program, providing medical personnel and communications functions. To enhance existing partnerships and expand into new competitive markets, Air Methods needed to effectively reach hospital executives and decision-makers, positioning itself as both a preferred partner and an industry thought leader. |
SolutionAs the Marketing & Communications Manager, I spearheaded the development of a comprehensive content and email marketing campaign. The initiative began with identifying key target hospitals, leveraging insights from sales leaders and marketing analysts to pinpoint areas lacking existing air medical service partnerships, as well as competitive markets where Air Methods could establish a presence.
We compiled a list of target hospitals and created an email list of key decision-makers within these institutions. Collaborating with subject matter experts across the organization, we developed a series of engaging content designed to resonate with these decision-makers and highlight Air Methods' industry leadership. Utilizing Salesforce and Pardot, we mapped out a customer journey and executed the campaign. We distributed monthly emails featuring blogs, infographics, and other relevant content, guiding hospital decision-makers through a content journey that would ultimately drive them through the sales funnel. |
ResultsThe data-driven strategy yielded impressive results, including an average open rate of 42%, a click-through rate (CTR) of 2.38%, and a significant increase in website visits. Through this campaign, Air Methods successfully established itself as a thought leader in the air medical industry, becoming the preferred partner for hospital executives.
42% Open Rate
2.38% CTR
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