Improving business health with strategy.
Meet Medic Oncall by Healthcare Australia — a provider of clinical and non-clinical workforce solutions for doctors, healthcare providers, government, corporate and event organisations.
This organisation came to PIER wanting to better understand its target audience and how to communicate its Unique Selling Proposition: trusted experience, seamless communication and a proactive approach. PIER was engaged to help Medic Oncall by Healthcare Australia identify areas of improvement in their marketing processes, elevate brand awareness and bolster client retention.
Medic Oncall by Healthcare Australia
What we did
PIER began with an in-depth marketing audit to better understand how Medic Oncall by Healthcare Australia was being perceived by its target audience. This involved a high-level analysis of key competitors. We found that inconsistency in the brand messaging and tone of voice was contributing to a lack of brand awareness.
We tackled this by clarifying Medic Oncall by Healthcare Australia’s position in the market and creating a comprehensive marketing strategy (complete with detailed buying personas for each service). This included a roadmap to improve the organisation’s digital presence across social media and advertising channels, and a plan to help grow the client database through electronic direct mail (eDMs).
From there, it was time to set the strategy in motion. We undertook a brand refresh (in line with our brand positioning insights) and rolled this new branding out across a fresh website and various pieces of marketing collateral. Finally, we focused on the activities that would be ongoing, such as marketing campaigns, social media posts and regular email sends.
Medic Oncall by Healthcare Australia’s branding is now consistent across all platforms, and its message loud and clear. A recently launched email marketing effort returned a 30 per cent open rate and 34 per cent click-through rate (industry benchmarks are 23 per cent and 3.7 per cent respectively). The organisation also saw a 52 per cent increase in website visitation from August 2020 to August 2021.
“PIER took the time to listen and understand our business and delivered a brilliant marketing strategy. It’s been (and continues to be) an absolute pleasure working with the PIER team.”– Melissa Bennett, General Manager – Doctors at Medic Oncall by Healthcare Australia