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Key Outcomes
By using Click, IHA was able to achieve the following marketing results:
Native Integration
Seamless integration within the Microsoft ecosystem allows IHA to focus efforts on their business and marketing goals.
Enhanced Member Engagement
Enhanced member engagement through targeted marketing campaigns leveraging Click’s journey building tools to connect with hospitals, affiliates and individuals.
Time Saver
Saved numerous hours per month by managing emails with Click’s user-friendly drag and drop email editor and built-in templates.
Better User Experience
Improved the user experience by introducing Click’s “Contact us” form, fully integrated with Dynamics CRM, reducing delays in responses to enquiries.
Overview
The Iowa Hospital Association (IHA) is a nonprofit trade association of 123 hospital and health system members. Established in 1929, it provides advocacy, education and information to its members. It also represents and advocates health policy issues benefiting Iowans before the state legislature, U.S. Congress, and regulatory bodies.
Protech Associates is a Microsoft Business Applications Partner. They partnered with Click to provide a suite of powerful marketing automation tools alongside their bespoke association management software to customers like IHA.
Challenge
As a Microsoft Dynamics user, IHA found that using software and systems outside of the Microsoft environment impeded their core business. They needed help synchronizing data across systems, which caused their marketing communications team to spend time resolving technical issues.
Their marketing communications team was also struggling to engage with their members in a timely manner because the software was less intuitive to use compared to more widely used Microsoft products.
Additionally, IHA realized they needed a more structured approach to marketing campaigns when targeting multiple and varied verticals such as hospitals, affiliate organizations, and individuals.
Solution
Protech worked with Click to implement marketing automation software and services alongside their own association management software. The improved level of integration resolved the known synchronization issues and freed IHA staff from time spent fixing and updating data transfer problems.
Following the implementation of Click, IHA undertook a comprehensive audit of its marketing and communications operations. To optimize its investment in Click's products, it chose to work with Click’s Marketing Services team. With the help of a dedicated Click marketing services consultant (Aaron), it implemented a new opt-in method for subscription management.
This change allowed their members to opt-in to specific content they wanted to receive, avoiding global unsubscribes, which had been a significant issue with previous campaigns.
IHA also started transitioning using Click’s Campaign Automation for pre- and post-event-related communications, ensuring timely, relevant and targeted messaging is delivered to its members.
Results
IHA leverages Click’s Segmentation and Campaign Automation daily to connect with its audience more efficiently. They find that using the email drag-and-drop editor is intuitive and enables the creation of compelling emails, and using custom templates is easy and effective.
A new Click “Contact Us” form was created to use on the IHA website. This has significantly improved the user experience and is another way that Click’s native integration in Dynamics CRM has solved the integration and synchronization issues that were previously slowing down marketing efforts.
Allison Martin, director of IHA’s financial and member database services, explained that the native integration within Microsoft was a major reason that they chose Click. They are now confident with their data synchronization and do not need to worry about potential third-party data transfer and security issues.
IHA had a great experience working with Protech and Click’s Marketing Services team. They are now comfortable using the entire suite of features and are set up to run multiple effective marketing campaigns and events.
