About AGFA HealthCare
Belgium-based AGFA HealthCare supports hospital systems and healthcare professionals across the globe with cutting-edge medical imaging and IT solutions that streamline workflows and ultimately transform the delivery of care and help improve patient care.
Marketing this innovative medical technology comes with its own challenges. AGFA HealthCare’s marketing team faces a complex puzzle: they need to reach multiple personas with distinct messaging while navigating intricate B2B sales cycles.
As their number of global campaigns continued to grow, along with the level of excellence they wanted to achieve, AGFA HealthCare decided to invest in an enterprise-grade marketing automation platform that would meet their demanding requirements: Act-On.
Telltale Symptoms of MarTech Malaise
Prior to switching to Act-On in May 2022, AGFA HealthCare’s efforts were hampered by limited tools that didn’t match the sophistication of their market and needs. Their email-focused marketing platform was operating in isolation, disconnected from their CRM and other critical systems. This meant the team couldn’t effectively segment messaging for campaigns — a critical capability when trying to convey complex value propositions to diverse healthcare personas.
They needed a solution that would ensure sales had visibility into marketing communications, consistently track the journey of contacts and leads across all touchpoints, and surface marketing data so the team could see and demonstrate their impact.
It was time to get a second opinion on marketing automation.
Prescribing a New Approach with Act-On
After evaluating several marketing automation solutions, AGFA HealthCare chose Act-On for its robust integrations and comprehensive customer journey and targeting capabilities. The platform’s ability to seamlessly connect with their CRM, offer advanced segmentation and lead scoring, and uphold the strictest data privacy standards was the exact prescription AGFA HealthCare needed to elevate their marketing game.
“We needed a way to connect tactics and channels,” said Anne Durand-Badel, Senior Product Marketing Manager at AGFA HealthCare. “We wanted the ability to measure and analyze our activities so we could ultimately practice a better, more efficient level of marketing.”
As AGFA HealthCare began using Act-On to run campaigns, score leads, and streamline data across their existing tech stack, they also gained a partner invested in the success of their marketing transformation.
“We have a great partnership with our customer success team and feel supported,” says Anne. “Tatiana, our customer success manager, feels like a part of our team. Her insight into our CRM integration and ability to understand our issues and get to solutions fast is invaluable.”
Thriving Beyond Expectations: AGFA HealthCare’s Marketing Transformation
Three years into their partnership with Act-On, AGFA HealthCare’s marketing automation program is the picture of health. And the transformation goes beyond mere metrics — it’s a complete revitalization of their marketing practice.
“Today, with Act-On, the team has massively increased the quality and performance of their campaigns — from segmentation and targeting to layout and brand consistency,” says Anne. “We’re executing at a scale never achieved in the past, which has a significant impact on our demand generation, lead quality, and website traffic.”
The numbers tell a compelling story about how Act-On supported the team’s elevated performance (see sidebar). But it’s not just about quantity. AGFA HealthCare’s email performance is outpacing B2B benchmarks with an average open rate of 30% (compared to 24%) and an average click rate of 5% (versus 2-3%).
“This has a tremendous impact on our website traffic, and on the number of records we have been able to convert as known contacts,” says Anne. “That allows tracking, scoring, qualification of leads — more leads in our pipeline we can nurture and grow to marketing qualified leads that we can bring to our sales colleagues.”
Additionally, with a two-way integration between Act-On and their CRM, visibility and alignment between the sales and marketing team has significantly improved. “Nearly 90 sales people now know what we do in marketing,” Anne explains. “They can click and see what’s been done, what’s been sent to their prospects and customers.”
Initially, the marketing team was expecting to free up resources with a more efficient automation platform — but when they saw the results being generated, that didn’t end up happening. Instead, they significantly increased their outreach to their target market.
“We can measure the outputs of our campaign and their impact on our business funnel,” says Anne. “The more we convert, the better we can automate. It’s a virtuous circle.”
Tired of compromising on marketing automation functionality? Sign up for a demo and see what kind of marketing greatness your team can accomplish with Act-On.
