64%
increase in overall leads
Nixon Medical
Medical Apparel & Linen Services
Challenge
Nixon Medical developed from a small business into a leading provider of medical apparel and linens pursuing outpatient healthcare centers nationwide. However, its outdated brand and website didn’t communicate the main differentiator to the market. It came to Sagefrog looking for a partner to build the brand and become a nationally recognized leader that would reflect its service difference, which provides a better patient experience and relieves stress on practices. New challenges brought on by COVID-19 also caused Nixon Medical to temporarily pivot and target inpatient healthcare organizations that desperately needed supplies, requiring a quick new messaging platform and tactics.
Solution
Sagefrog created a Brand Strategy that re-introduced Nixon Medical as service specialists with a new logo, anchorline, tagline, and messaging that appealed to prospects like outpatient office managers and supply chain executives. Sagefrog then executed an integrated marketing campaign with marketing automation support across digital, social media, emails, videos, public relations, and content marketing, plus a website with pages devoted to Nixon Medical’s comprehensive service difference. Sagefrog addressed Nixon Medical’s COVID-19 pivot with new tactics, including two campaign videos for lead generation.
41%
return on marketing investment
54%
decrease in total cpl
Results
Over its multi-year relationship with Sagefrog, Nixon Medical expanded nationally to become a leading provider of linen and apparel services for outpatient clinics, adding 40% more associates to its staff and increasing revenue by 30%. The number of new high-quality prospects visiting the website also exceeded the company’s goals with a 64% increase in marketing qualified leads (MQLs) and a double-digit increase in converted leads while reducing the total cost-per-lead (CPL) by 54% compared to previous years. Potential new customers now recognize the company at a glance as a superior service specialist, and the COVID-19 video campaigns supported Nixon Medical’s goal of awareness around its service pivot during the pandemic.