Studio CMO, a B2B tech marketing podcast produced by Golden Spiral recently featured SentryHealth’s Chief Marketing Officer, Amanda Evans. In the podcast, Evans discusses SentryHealth’s marketing strategy. She talks about how she and her team leverage data, marketing best practices, and innovation to drive lead and revenue growth.
Service & Content-Driven Marketing
“A lot of businesses lose sight of their buyer being a person,” said Evans. “Sometimes companies look at buyers as a Salesforce opportunity or a signature on a contract. We really consider our buyer as a person and put that central to our marketing strategy.” Our number one goal is to provide helpful resources, guidance, and information to employers. This helps them make more informed decisions about the products they need to ensure the best possible employee health and wellbeing.
First, Evans reveals what marketing channels work for SentryHealth’s lead generation. It includes content like peer-to-peer reports, guides, and white papers. She also discusses her team’s use of marketing automation tools for thoughtful, targeted messaging. However, she notes that during COVID, some digital channels that worked well before may not be as effective today. In fact, people are engaging more with podcasts than ever before.
Value of Data
Next, Evans talks about the value of data when it comes to shaping a marketing strategy. Tracking as much engagement with marketing as possible lends itself to better, more targeted communication. This ultimately leads to greater marketing success.
She discusses efforts to drive member participation in SentryHealth’s health and wellbeing solution, WellOnMyWay. Personalized outreach is focused on awareness and education. It’s driven by analytics that show what will be most effective. Employees get information in consumable formats that aren’t overwhelming. And it doesn’t turn them off from participating in programs.
To conclude, Evans talks about the value of experience in marketing. She notes, “At the end of the day, it’s about the employee experience and really driving that from a whole-person care perspective for the employers to achieve their goals. Their goals are to control health care costs, to improve the health of their population, to mitigate absenteeism and presenteeism, and to support their employees.”
About Amanda Evans, MBA
With nearly 20 years of experience in marketing, Evans develops and implements data-driven, highly successful digital marketing, and market development strategies. These strategies drive brand awareness and lead generation for SentryHealth. She also leads patient and member engagement initiatives. The goal of these is to increase utilization and adoption of programs and services to improve quality of life and better control rising health care costs.
SentryHealth drives better health and wellness nationwide. This is done through personalized, full-service well-being management solutions. They redefine health and wellbeing through a unique fusion of advanced analytics, industry-leading wellness programs, and high-touch employee outreach and incentive management. Learn more by visiting www.sentryhealth.com.