Case Study

Ontrak Health

Unaddressed conditions lead to unneeded costs. Let’s address that, together.

Services

  • Account-Based Marketing
  • Analytics Consulting
  • Content Strategy and Development
  • Creative Development
  • Demand Generation
  • Industry Research
  • Lead Generation
  • Media Planning
  • Sales Enablement
  • Video Production
Ontrak Health

It’s estimated that 26 million adults in the United States do not receive treatment for their behavioral health concerns. That’s due in part to the fact that behavioral health issues can be especially difficult to identify.

Ontrak Health changes that: through predictive analytics, persistent outreach, and therapist-led care regimens, Ontrak Health engages with a small population of high-risk, high-cost members to guide them on a personalized path of care on the health plan’s behalf—saving plans millions of dollars annually.

But how could Ontrak Health communicate this to health plans in an effective and efficient way? The key to Ontrak Health’s success would be to grab its target audience’s attention by thoroughly expressing the complexity and severity of the behavioral health crisis.

Audience

  • 84 national and regional health plans
  • 3 target persona groups: Economic (CEO, CFO, COO, Plan President, EVP, VP), Clinical (Chief Medical Officer, Medical Director, Behavioral Health, Population Health, Clinical Quality Clinical Operations), and Technical (CTO, CIO, Chief Actuary, Chief Data Scientist)

Program Goals

  • Drive targeted awareness among Director-level titles from a list of 84 target accounts
  • Drive inquiries, and progress contacts to sales ready leads (SRLs) by leveraging campaign landing pages, “big rock” content (white papers), blogs, articles, and nurture emails
  • Provide sales account owners with qualified contacts to advance to meetings

Research

To help inform campaign creation and strategy, 90octane conducted client onboarding sessions, secondary research of industry and consumer trends, and stakeholder interviews. This research formed a comprehensive understanding of Ontrak Health's audience’s specific needs, challenges, and barriers to purchase.

Through this discovery process, 90octane was able to uncover industry and customer insights that would help to inform the team’s creative insight—ultimately serving as the cornerstone for the campaign.

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Industry Challenge

A small behavioral health population drives almost half of all medical costs.

Customer Truth

An unaddressed population with complex behavioral health conditions are the hardest to engage and treat.

Insight

Hidden people lead to hidden costs.

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Campaign Concept: Unaddressed

Hidden behavioral health issues can lead to hidden costs. That’s because those afflicted are less likely to seek care, leading to long-term impacts on both the individual and society at large.

Ontrak Health's mission is to help health plans change their approach to treating those impacted by behavioral health issues. This starts with understanding which members need help the most and helping them to identify and address underlying problems that could be negatively impacting their health.

By addressing behavioral health issues that were previously unaddressed, Ontrak Health's program can improve lives.

See the landing page >
Sharing Ontrak Health's Story

90octane collaborated with content syndication partners Integrate, HIMSS, Modern Healthcare, Fierce Healthcare, Multiview, and AHIP SmartBrief to drive awareness and inquiries.

To broaden reach, we also included email, paid social, endemic partnerships via newsletters, run-of-site banners, and programmatic display.

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Video Production

To provide further education on the inequities that exist within behavioral healthcare—and to develop a new audience messaging gateway for the campaign—we created a video illustrating the barriers to care those members face. This video is hosted on a landing page that presents Ontrak Health as a solution.

Account-Based Marketing

The 90octane team crafted an Account-Based Marketing strategy to get Ontrak’s content in front of decision-makers at high-value accounts. Through this process, we were able to help Ontrak Health to:


Generate Brand Recognition

Increase awareness through targeted LinkedIn sponsored content and lead form ads, display ads, nurture emails, campaign landing page, and thoughtfully placed content syndication.


Nurture and Qualify Leads

Educate prospects on Ontrak Health solutions through a variety of targeted content tactics like email and blogs, nurture emails, and contact forms that drove users to a form fill where they could set up a discovery session.


Bring Awareness to Common Industry Challenges

Illustrate hurdles and position Ontrak Health as the solution through gated assets including white papers, blogs, and webinars—all written or conducted by industry experts, physicians, and Ontrak Health’s subject matter experts.


After our initial launch, in FY2021 we saw:

0

total inquiries from targeted accounts

0

inquiries directly from C-Suite titles

0%

of inquiries came from Tier 1 and Tier 2 accounts

0M

impressions generated, 11.4K clicks

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