How Connexio Health uses Definitive Healthcare intelligence to shape digital marketing strategies

Episode transcript

Emily De Oliveira:
Hi and thanks for tuning into an episode of Customer Corner. This is the Definitive Healthcare series that gives you a look into how companies are using the platform to grow their business. My name’s Emily De Oliveira, and I’m a senior product marketing manager. And on today’s episode, I’m joined by Dan Davies, CEO of Connexio Health. Welcome, Dan.

Daniel Davies:
Thanks for having me, Emily.

Emily De Oliveira:
Well, thank you so much for joining today. And to start off, can you tell me a little bit about yourself and Connexio Health?

Daniel Davies:
Sure. My name is Dan Davies, as Emily said, and I am a lifelong ad tech and agency marketer, and I am CEO of Connexio Health. And at Connexio, we work across healthcare and wellness spaces. And for our clients, we really do everything under the sun, but we’re focused as a healthcare digital marketing agency. What makes us special is we also do a lot of data service and even inside sales providing for our clients, but we run the gamut between digital strategy, planning, buying. We’re big measurement geeks when it comes to everything we do for our partners, and we love learning about the next new thing technology wise and data wise.

Emily De Oliveira:
Well, fantastic. It sounds like so many organizations would benefit from your services. So what types of clients does Connexio work with and what challenges do you help them overcome?

Daniel Davies:
We work with lots of different clients in the healthcare and wellness spaces, including the best infant formula provider in the country, medical device companies that are really innovating in the healthcare spaces, vision, pharmaceutical, dental, and on and on. Some of the challenges we help them overcome, and it’s always a new day when we work with partners, but it could be a new brand who’s breaking into the market, it could be a challenger brand who’s going up against a Goliath in their market and helping them gain market share through really smart, targeted marketing, through the voice channel, through count based marketing. It could also be well-established companies that are looking to shake up what they’re doing through innovation and we can act as a sort of wellspring for new ideas for them.

Emily De Oliveira:
Wow. Well, that’s all such valuable background about your company. So Dan, I’m curious, why did Connexio choose Definitive Healthcare?

Daniel Davies:
In my experience, I’ve done a lot of data partnership and provider vetting, and we did the same when we looked for our primary partner in the Connexio side. So it allows us to expand the breadth of the data we’re offering to clients, as well as the depth of data. So it allows us to reach a bigger piece of the market, both their customers and their prospects, but then to go deeper so the data allows a greater level of insights, which adds value and helps boost business results as well.

Emily De Oliveira:
And yeah, I’d love to hear more about how your company is using Definitive Healthcare and perhaps if there’s a client example that you could share.

Daniel Davies:
Yeah, there’s one that’s fresh off the press. This is a good example. So we’ve had one client, actually the infant formula client that I mentioned, and anybody who’s been reading the news knows that infant formula is going through a lot of market shifts, to put it lightly, recently. So before partnering with Definitive, we had to be really focused with what… You know, we’re targeting healthcare providers, especially in the pediatric space. We were very targeted and focused and surgical about the list we were going after, but we weren’t ever able to reach the whole U.S. audience of even just in pediatrics. So one way we’ve been able to grow their business and their reach is since partnering with Definitive, the list we’ve been able to go after has expanded about four times. So four times the audience we’re reaching pre the Definitive partnership we’re now able to reach. That allows us to do a lot.
So we reach them with every marketing channel, that’s email, that’s digital, but we also are able to contact them. So we get hand raisers who have questions about infant formula, they’re struggling with their patients, what do we tell them about nutrition? We get a lot of hand raisers especially in these times. And then we have trained representatives who actually are calling into or responding to outreach from those physicians. And again, the breadth and the type and the diversity of audience we’ve been able to reach since the definitive partnership has increased fourfold.

Emily De Oliveira:
Oh, that’s great. Well, thank you so much for sharing that client example. It sounds like the platform’s really been a valuable asset to you. And so my last question is kind of more broadly as well is, how has Definitive Healthcare made an impact for Connexio and for your clients?

Daniel Davies:
Yeah, so that example I gave of infant formula is huge. That would be huge in normal times, it’s even bigger in these times where a lot of parents are having a hard time actually finding formula. But even beyond that, so for clients and brands who we are agency of record for, our ability to take say their customer list, finite universe of who they know has been a customer in the past, and to either augment that list with Definitive’s data by saying, “We know this about this HCP target.” With the Definitive data, we’re now adding two, three layers of dimensional knowledge about who you already have as a customer. That’s huge to both in medical device clients and a non-med device clients. That offering’s huge. It just lets us do a better and bigger job of providing expansive data about their customers.
But it’s also been great for other customers who are looking to go after their current list, their CRM, but to expand it into the prospecting universe, it’s been huge. So we’ve been able to take the Definitive data and execute across programmatic digital channels, execute across direct mail, email, and again, expand that universe. And the breadth of the Definitive data has been key there. It lets us show our value to our clients and help them attack market share.

Emily De Oliveira:
Oh, that’s great. Well, we love hearing about the ROI that you’ve had, and Dan, this has just been great. So thank you so much for chatting with me today.

Daniel Davies:
Thanks for having me. I’m always happy to do it.

Emily De Oliveira:
And I want to take a quick moment to thank our audience as well for watching this episode of Customer Corner. If you’d like to share your story on the show, you can reach out to us at marketing@definitivehc.com and you can visit our website to learn more about how other companies are using our platform to create commercial success. Thanks, everyone.