Accolade

The Challenge

Fuel Growth for a Healthcare Innovator.

 

Accolade is an on-demand healthcare concierge for employers, health plans, and health systems. To continue to fuel their growth, they needed a way to drive new sales opportunities and encourage greater use of their services — primarily among C-level and senior HR/benefits executives.

The Solution

Multi-Channel Lead Generation Driven by Expert Content.

 

We created “The Power of One,” a sophisticated campaign aimed at the HR departments of target accounts, with thought-leading content and engagement efforts tailored to each audience. At the same time, we targeted the employees of those companies with more human, emotive communications. This “push-pull” approach included email (both owned and sponsored), print/dimensional mailings, paid search, Twitter, LinkedIn, Account-Based Marketing (ABM) display ads, retargeting, and sponsored webinars.

  • An infographic designed by Garfield illustrates the benefits of employee health engagement via Accolade.

    Garfield created an infographic directed at HR managers and other corporate stakeholders, educating them on the benefits of engaging employees in their healthcare — increasing productivity and overall workplace health — and how Accolade empowers that engagement.

  • Garfield designed a folder of print materials, including a personalized letter, educating HR managers about the benefits of employee health engagement with Accolade.

    Garfield designed a folder of print materials, including a personalized letter, educating HR managers about the benefits of employee health engagement with Accolade.

  • Garfield created a mailer full of educational materials for employees — including table tents and posters — to get them started using Accolade services.

    Garfield also created a mailer full of educational and awareness materials for employees — including table tents and window clings — to get them started using Accolade services.

     

The Brand Action

 

Over 1 Million Campaign Impressions, and a New Foundation for Growth.

“The Power of One” generated new leads and turned unqualified prospects into Marketing Qualified Leads (MQLs). We also leveraged Marketo automation to promote the campaign through email nurture campaigns for both new and existing prospects. “The Power of One” also created interest and demand for Accolade’s services among employees of the campaign’s target companies, increasing all-important usage metrics.

“I’ve worked with Garfield Group for years on a variety of integrated campaigns, and they’ve never disappointed. They’re a great partner — very strategic, extremely creative, and really solid account management. Our most recent work together exceeded targeted benchmarks and hit on all of our objectives. And the fact that they’re fun to work with? Icing on the cake!”

Michele Lichtenfield
Marketing Director, Accolade