According to the Content Marketing Institute’s 2020 report on technology content marketing, 82 percent of tech marketers use case studies (compared to 69 percent of B2B marketers overall). And for good reason: 78 percent of buyers use them in their research, according to a DemandGen report. In health tech marketing, where the buying process can be lengthy and complex, case studies are even more critical. They represent an important opportunity to help prospects imagine a future transformed by your company’s solution as well as offer tangible proof points for its achievability.
In a buying environment where so many prospects use case studies in researching purchases, health tech marketing teams need to ensure their case studies set them apart from the competition. This may call for case studies in various formats — innovative content types with stories to engage, as well as more traditional written formats for deeper detail.
To give you a better idea of what’s possible — and inspire you to find innovative ways to connect with your buyers — below are a few examples from leaders in the health tech industry.
Engaging Users Around AI-Driven Prevention and Coaching: Lark Health
To show how its product delivers better health outcomes at scale, Lark Health, a chronic disease prevention and management platform, created an “Outcomes” page on their website. This interactive page is a scrolling case study offering statistics, testimonials, and a sliding-scale interactive “calculator” that allows users to instantly see how much unmanaged conditions might be costing their company.
Visually appealing as well as engaging, the page also offers a deeper dive into various program outcomes with several gated white papers available for download.
Humanizing the Healthtech Video Case Study: bswift
bswift streamlines HR, benefits and payroll processes for healthcare providers through its proprietary software. The company offers a multitude of services, but its complex offerings are given a human face in this video case study.
While the video is short and sweet, it covers the traditional problem-solution-results format for a solid case study. bswift’s client shares an engaging story. The company then offers readers more detail on results with more traditional, written case studies. Don’t underestimate the value of a human connection to further engage buyers, as bswift did with its video.
Organizing Outcomes in Marketing and Telehealth: PatientPop
PatientPop helps healthcare providers deliver the best experience for patients while they grow their practices with a suite of marketing and telehealth tools. To display the power of its diverse suite of tools, PatientPop built a case study library.
While the library may not seem like a revolutionary idea, pay close attention to its structure. While most case study libraries are organized by the type or name of the customer, PatientPop’s is organized by outcome. Because the company’s tools address multiple pain points for their buyers, this structure allows prospects to self-select a case study based on the result they are hoping to achieve. Health tech buyers can quickly target results that illustrate how PatientPop’s tools can meet their needs.
Understanding When to Prescribe Wearable HealthTech: ZOLL
ZOLL develops and markets medical devices and software solutions that advance emergency care to save lives. Their cardiac diagnostics division creates products for defibrillation and monitoring, circulation and CPR feedback, and more. To help medical professionals understand when the company’s LifeVest product, a wearable defibrillator, is appropriate for patients at risk of sudden cardiac arrest, ZOLL created interactive case studies.
Health history details about each patient entice users to click, and then the interactive case study steps them through that patient’s history and clinical course. A simple quiz at the end helps physicians understand when the LifeVest product can and should be prescribed. Simple yet engaging, this approach allows ZOLL’s busy medical professional prospects to quickly understand the health tech product’s applicable use cases. Prospects can then dive deeper with more traditional, written case studies to explore additional topics around cardiac care.
How to Create Conversions with Better Case Studies
Case studies play a critical role in your audience’s ability to envision the impact your health tech solution will have for their company. Research shows that case studies are a dynamic force in driving conversions for your business. With the traditional, written case study as a complementary marketing tool that offers detail and depth on your subject, using new formats that break from the mold, provide your data in more engaging formats, and drive users to learn more will ultimately lead to greater conversions.
Want to develop content that sets you apart from the crowd? Check out 10 Steps to Your Best Healthcare Content Marketing Plan.