Direct Supply drives the adoption of robotics in the senior healthcare sector with Dotdigital's email program
Direct Supply empowers senior care providers with innovative solutions to tackle their biggest challenges. From smart procurement and powerful building management tools to expert support and services, Direct Supply helps providers operate more efficiently and plan with confidence. Backed by decades of industry experience and a resilient, data-driven supply chain, we’re dedicated to improving outcomes, optimizing budgets and enhancing care environments across the continuum.
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Launch a transformative new technology to existing customers
Direct Supply has ambitions to transform senior care with the implementation of robotic solutions, starting with a next generation foodservice robot that delivers consistent, reliable dining service for residents. This innovative solution enables senior care providers to deliver better service with less staff.
To launch the solution, Direct Supply deployed a multi-channel customer engagement strategy and turned to Dotdigital to help develop and implement a customer-behavior driven email program to better personalize the customer experience.
Creating demand through a nurturing email program
The email campaign began by identifying existing customers likely to be interested in a foodservice robot solution. This involved analyzing previous purchase data and customer information to build a customer segment.
With the concept of automated food service being new to most organizations in the senior healthcare sector, the email campaign needed to be multifaceted. Direct Supply explains: “We recognized that there would be some customers who would be eager and ready to adopt a foodservice robot, whilst others would take longer and need nurturing to fully appreciate its benefits.”
Working with Dotdigital, the team developed a campaign using decision nodes to determine the journey each customer takes. When a customer received the introductory email, clicked through to the landing page, and registered their interest by completing the online form, Direct Supply automatically funneled the lead to the sales team. This process was made seamless with the integration between the Dotdigital platform and CRM platforms, like Microsoft Dynamics.
Customers who didn’t clickthrough, or clicked but decided not to complete the form would be placed on a ‘nurturing track’. This involved sending a series of educational messages about the use of robotics in transforming food service.
Case study
About Direct Supply
Since 1985, Direct Supply has been committed to improving healthcare operations and resident outcomes with our industry-leading platforms to address healthcare’s biggest challenges, advanced procurement capabilities to help corporations and communities spend more efficiently, and a data-driven supply chain with the power and flexibility to deliver solutions on time and on budget.
Direct SupplyWe are utilizing Dotdigital and all its tools to better automate our emails and engage our customers in new ways, leading to better conversations and more productive use of our sales team. Since starting this project, we have established a sales funnel of customers eager to discuss how foodservice robotics can benefit their operations."
Better email automation and customer engagement leads to a full sales funnel
The nurture track was vital in maintaining a full sales funnel for the team to develop. Direct Supply continues: these emails achieved an impressive 47% open rate, with customers remaining highly engaged throughout the journey.
