Marketing strategy (SAS Company)

The client is a SAS (software-as-a-service) company providing patient scheduling and reminder software to clinics and hospitals across North America. They’ve hired me to help address their high customer churn rate and provide recommendations on how to improve retention. They currently have an email onboarding series for both customers and new patients using the software. The following marketing channels are at your disposal: web, push, email, SMS, and in-product messaging.

Drawing on digital marketing skills, create an approach for this scenario? What campaigns and/or experiments. This presentation highlights;

Data Analysis:

• Analyze customer data to identify patterns leading to churn.

• Segment customers based on behavior, demographics, and usage patterns.

Email Onboarding Optimization:

• Review and optimize the existing email onboarding series for both customers and new patients.

• Personalize content based on customer segments and behavior.

Multi-channel Engagement:

• Utilize web, push, email, SMS, and in-product messaging to engage customers at various touchpoints.

• Coordinate messaging across channels for consistency and effectiveness.

Retention Campaigns:

• Develop targeted retention campaigns based on customer segments and behavior.

• Offer incentives, discounts, or loyalty programs to encourage retention.

Feedback Loops:

• Implement feedback mechanisms to gather insights from customers.

• Use feedback to improve product features, user experience, and customer support.

Experimentation and A/B Testing:

• Test different messaging, offers, and channels to identify what resonates best with different customer segments.

• Continuously iterate and optimize campaigns based on performance.

Monitoring and Measurement:

• Establish KPIs to track retention metrics over time.

• Monitor campaign performance and customer feedback to gauge effectiveness.

Continuous Improvement:

• Regularly review and refine the retention strategy based on insights and feedback.

• Stay updated on industry trends and best practices to remain competitive.