B2B Services

Generating Demand and 30% Conversions for a Niche HealthTech Solution

CareAlign faced high competition and minimal inbound demand in the US healthtech market. Learn how we delivered quality leads with lower acquisition costs.

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performance marketing & paid advertising, carealign linkedin promo

GEO

United States

Industry

Healthtech

Toolkit

Inbound Marketing Strategy
SEO & Content Marketing
LinkedIn Campaign Management
Facebook/Meta Advertising
Google Search Marketing
Email Marketing Automation

Timelines

1 year

Healthcare tech marketing is notoriously difficult. Not only CareAlign was competing against giants with massive budgets, but their product category wasn’t something customers were actively searching for yet. We needed to both create demand and capture it cost-effectively with a sustainable CPL.

Veronika Vasyutovich

Digital Marketer at 42DM

Marketing goals

Build demand for a niche solution: Create market recognition for CareAlign’s collaborative workspace platform in a crowded healthcare tech landscape.
Generate quality traffic and leads: Develop an efficient multi-channel approach to drive relevant traffic and conversions within a limited budget.
Establish a sustainable inbound marketing model: Create a content ecosystem that would deliver long-term growth and reduce acquisition costs.

The US healthcare tech market was incredibly competitive, with low inbound demand for CareAlign’s specific solutions and high cost per lead.

Veronika Vasyutovich

Digital Marketer at 42DM

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How 42DM
delivered results

Created marketing hypotheses based on buyer personas to test messaging effectiveness for different healthcare decision-makers
Developed content ecosystem with specialized blog posts and social media content, driving brand awareness and organic engagement
Launched targeted SEO strategy focusing on healthcare technology keywords, improving visibility for CareAlign’s platform
Built conversion-optimized landing pages for PPC campaigns, reducing cost per demo by 50%
Executed persona-specific social campaigns: executives on LinkedIn ($77/lead, 12% conversion) and clinicians on Facebook ($34/lead, 29% conversion)
Implemented nurturing email sequences with personalized content flows, achieving 66.7% open rates

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Our approach

We approached this as both category-creation and demand-generation. Our buyer personas were based on behavioral research, not just titles. We built content that adresses workflow pain points for practitioners and focuses on ROI metrics for decision-makers at the same time. This allowed us to nurture buyers from awareness to sales-ready conversations.

Veronika Vasyutovich

Digital Marketer at 42DM

Results

We needed to work across the entire funnel. Our team researched channels that would bring in both consideration-stage and awareness-stage leads.

LinkedIn was perfect for reaching hospital executives, while Facebook connected us with clinicians. Google Search captured those actively looking for solutions. This targeted approach is why we saw such strong conversion rates.

Explore this case in detail

190+

Quality leads generated across channels

50%

Decreased cost per demo acquisition

29%

Lead conversion rate from clinical campaigns on Facebook

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our solution?

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Services provided

Content Marketing Performance Marketing & PPC SEO

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Our clients say

What sets 42DM apart is not just their expertise in strategic marketing for B2B tech but their ability to immerse themselves in the vision and mission of Payoneer.

The team at 42DM possesses a rare blend of strategic vision, operational excellence, and a results-driven approach that has consistently exceeded our expectations.