EMC APJ Healthcare Inside Sales Campaign

The client wanted to create an inside sales lead gen eDM series to target the healthcare sector in Asia Pacific-Japan.

The campaign consisted of a “market conditioning” eDM, followed by a “prospecting” eDM, sent to a curated list of executives responsible for IT procurement in healthcare organisations, particular those who were already running their infrastructure on a private cloud. Depending on whether the inside sales rep managed to secure a call with the prospective client, they would then send a “thanks for the call” eDM. If not, they would send a “sorry we couldn’t connect” eDM.

The eDM series did not list any particular storage products from EMC. Instead, it touched on key issues at the time, such as electronic health records (EHR), data privacy and security, or improving efficiency of medical imaging systems.