The client is the largest professional healthcare organization in the United States, serving more than 240,000 members with account management, sales and support. It sells products to a buyer base that ranges from small buyers purchasing less than $250 a year to large accounts and decision makers in the academic market, and it hosts a symposium for its customers. The association has worked with Humach for decades, renewing the relationship through three RFPs in the past decade, and Humach now handles more than 1 million of its records annually.

The association’s outbound sales program was in steady decline. Tightening restrictions around cell phone dialing and low contact rates were eroding return on investment, and the client concluded that outbound outreach was no longer effective for many of its buyers. That severely limited its pool of potential campaigns and left large groups of customers effectively unreachable.

The hardest-to-reach segments included small buyers purchasing less than $250 in product a year, mid-to-large buyers whose primary number was flagged as a cell phone, large buyers who had not responded to a series of outreaches or had lapsed after buying two or three years earlier, and decision makers in the academic market such as teachers, professors and program directors who are difficult to reach by phone. Under outbound calling, many of these contacts were categorized as cold leads and ignored.

The client also faced the looming deadline of its peak sales season, so any new approach had to be designed, built and launched quickly, and it needed to drive customers to scheduled calls or emails and to an upcoming symposium the client was hosting.

Humach helped the client deploy an AI-powered Digital Agent solution to run a variety of email outreaches designed to improve ROI and drive customers to scheduled calls or emails. Humach began by carefully analyzing the client’s hardest-to-reach customers and used that information to segment the database into targeted campaigns: small buyers under $250 in annual product, mid-to-large buyers with cell phone primary numbers, unresponsive large buyers, large buyers who had lapsed after purchasing two or three years earlier, academic decision makers, and customers who would benefit from attending the client’s upcoming symposium.

Working against the client’s peak sales season, Humach delivered the custom solution in just over two weeks from statement of work to go-live. The digital agent approach was more cost-effective than a standalone outbound campaign, which allowed the client to bring contacts into sales outreach that would otherwise have been written off as cold leads during calling campaigns.

The engagement builds on a decades-long relationship. The association now uses Humach AI-powered Digital Agents to improve account management and to increase sales and support to its more than 240,000 members, with Humach handling over 1 million records annually with no security failures to date. The client’s Director of CX describes Humach as experts in omnichannel support who share best practices and proactively offer strategic planning support beyond that of a typical vendor.

• Over $600,000 in revenue generated by the campaigns, about half of it “discovered” revenue from contacts previously treated as cold leads
• 38% increase in overall contact rate, achieved at the heart of the pandemic
• 300% increase in the viable population for sales outreach
• 50% response rate for email campaigns and a 13% increase in ROI overall
• 2,500 online registrations generated by the Symposium campaign
• Custom solution live in just over two weeks from SOW to go-live, ahead of peak sales season