Docmail: Online Service Demonstration Appointments

There are no minimum orders, the mailings can be sent out in a matter of minutes and the unit base price is cheaper than sending in the traditional way when the cost of time, paper, printing and postage are taken into consideration.

They regularly exhibit at trade shows where around 60% of visitors to the stand (up to 100 visitors per day) have expressed a keen interest in using Docmail, yet only about 5% have registered and started using it.

The conversion rate to using the service was clearly not matching the high levels of initial interest shown by prospective clients.

Docmail believed that the conversion rate would increase significantly if those people who had already expressed an interest could see a demonstration of the service to see first-hand just how simple and easy it is to register and use.

Chord developed a telemarketing-led approach to secure well-qualified appointments for the business development team to demonstrate Docmail and show warm prospects just how easy it is to register and use. A target of 40-60 appointments was agreed.

One of Docmail’s unique selling propositions (USPs) is the high level of security that is mandatory and applied to all client data throughout the whole of the business.

This is supported by Docmail’s ISO27001 accreditation (the Information Security Management standard) and its 100% rating from the Department of Health Information & Governance tool kit.

The primary focus for business development was therefore sectors that require a secure environment for their own clients’ personal data i.e. medical, financial, legal etc. with the initial focus on:

• Doctor’s Surgeries in Bath & NE Somerset, Wiltshire, Dorset and Somerset that had previously used Docmail but not since October 2013.
• Doctor’s Surgeries who had not previously used Docmail but were aware of the service.
• Small & medium-sized businesses that had used Docmail in the past but not since May 2013.

Chord was also asked to maximise data completion with particular focus on personal email address collection and opt-in for key decision-makers.

Chord secured 60 highly-qualified appointments to demonstrate Docmail – converting more than 25% of conversations with decision-makers to appointments.

In addition to the appointments, new enquiries were generated and also agreement to stay in touch with 26 additional qualified prospects.

In all more than 230 qualified prospects received up to date information about Docmail (including recent improvements to the service) by email from Chord and valuable data and intelligence was updated for 238 decision-makers to support future campaigns.