Problem
MDBilling.ca (now an RBC Ventures company) is a rapidly growing medical billing software company based in Toronto, Ontario. With over $2.1 billion in claims billed and over 7,000 doctors on the platform, it is the largest company of its kind in Canada.
The management team needed to find a way to expand the business to keep the growth trajectory. The company decided to pursue a new market outside of Ontario and launch its product in British Columbia (BC). MDBilling.ca approached us to lead the digital marketing strategy and venture into a new territory.
Want to see a deep dive of how we improved this SaaS website? Check out our SaaS growth webinar.
Challenge
Faced with a skeptical audience, MDBilling.ca needed to step forward in a market where the brand had little exposure. In addition, healthcare in Canada is governed by provincial bodies, so each province has its own rules and regulations. This meant that only a few of their existing channels would help bridge the gap or mountains in this case.
Solution
To bring MDBilling.ca into the BC market, we launched an updated website. The new website segmented visitors by location using geo-targeting so that BC visitors would get the most applicable content. We created a new menu and navigation to streamline the user pathways. We also needed to create new content for the west coast physicians and search engines.
Before
After
In addition to the information architecture (IA), we updated the look and added multi-tier Calls-To-Action (CTAs) on all pages. Doing this ensured that no matter what stage in the buying cycle a prospect was in, we had a pathway to keep them engaged and move toward a sale. We also optimized the content for search (SEO) to attract more visitors to the website.
Of course, all of this planning needed the website to be built. We worked with our development partner to ensure we created a website built to the highest standards. Regular check-ins and a defined process for catching bugs were vital to an efficient process and the launch’s success. In all, we completed the project in under two months.
Results
Helping doctors Save Time, Earn More® is core to the mission at MDBilling.ca. Our work helped deliver that message to the BC market and fuelled growth at home in Ontario.
So, what was the pulse of this project?
Three months after the new website launch, it amassed a significant number of unique users visiting the site and a double-digit increase in sales conversion. The new website has accomplished this while reducing the need for paid channels like Google Ads. This means we provided a more efficient website that costs less and sells more.
Are you looking to drive similar results for your business? Talk to a digital marketing consultant.