CCD Health is a nearshore healthcare support services firm that helps some of the largest radiology and imaging centers in the U.S. deliver exceptional patient experiences. With a team of more than 500 care specialists, they use machine learning and business intelligence to streamline contact center operations and turn patient experience into a true growth driver.
When founder and chief advisor Carlos Ziegenhirt and the CCD Health team decided to invest in scalable growth, they knew they needed more than marketing tactics. They needed leadership and execution. That’s when they turned to Kalungi.
“We didn't go from zero to 60; we went from zero to 60 to 200 miles an hour with Kalungi.” - Carlos Ziegenhirt.
Results at a glance:
- Went from a few leads a year to 3 leads per week - a 750% increase.
- US website traffic increased 869%.
- New visitors to the website went up by 657%.
- Adjusted messaging to fit the audience.
- Rolled out a complete ABM program.
Objective: Break into the U.S. Radiology Market and Drive Qualified Leads
CCD Health provides patient support services for radiology practices, from scheduling patients and verifying insurance to transcribing doctors’ notes and processing payments.
They needed help finding and nurturing high-quality leads within this niche market and competitive environment. As a company based in the Dominican Republic, they struggled with properly penetrating the U.S. radiology market.“Internally, we were going in the right direction, just not fast enough,” explained Carlos Ziegenhirt.
“CCD Health’s success was largely based on our past relationships, which got us to a good point. As we grew, we needed to invest back into our growth, and we wanted to have a stronger mechanism in place for that.” - Carlos Ziegenhirt.
With plans to double down on the U.S. radiology market and a challenging U.S. climate for nearshore companies, they turned to Kalungi’s fractional CMO, account-based marketing (ABM), and inbound services to do just that.
The Challenge: Over-Reliance on Referrals and Lack of Lead Attribution Stalled Growth
CCD Health focused on building strong and intentional relationships to generate opportunities for their company. However, this relationship-led strategy proved to be challenging. The team was using a combination of in-person events, webinars, and mass email campaigns to drive demand.
The problem was that no one was accountable for these initiatives' lead attribution or progress reporting. Ultimately, no events were fully optimized to drive the most value for CCD Health and its clients. All of these factors led to a fragmented lead generation strategy.
CCD Health worked internally to achieve a certain level of financial and operational stability before bringing in a marketing partner to jumpstart their growth.
“We have a product that can outperform companies within the United States at 40% less cost to the client. But we were seeing maybe two to three leads a year. We had the entire team on the field ready to go, but getting companies to notice us was a major challenge. We just didn't have a coherent enough mechanism in place.” - Carlos Ziegenhirt.
Before Kalungi, CCD Health partnered with another marketing firm. However, they didn’t deliver the demand generation results CCD Health wanted and needed.
But when a member of CCD Health’s investment team recommended Kalungi, a new relationship began.
“Kalungi’s reputation precedes you. They said, ‘Listen, this company is really solid. They did wonders for us. I think they can create a major impact for CCD.” Carlos said.
The Solution: Strategic Leadership and Laying the Foundation for Scalable Lead Generation
At the same time Kalungi’s partnership with CCD Health began, the company hired a new internal marketing leader.
Together, Kalungi and the marketing leader met in the middle and worked seamlessly to elevate CCD Health to the next level.
“The Kalungi team comes in with a great deal of knowledge but doesn’t make the executives feel displaced or patronized. Kalungi is always open to hearing from us as much as they teach us about the different aspects of proper content-driven lead generation. That's why I think that the relationship has been so fluid so far. We didn't go from zero to 60; we went from zero to 60 to 200 miles an hour.” - Carlos Ziegenhirt.
CCD Health also turned to Kalungi’s fractional CMO program to guide and manage their growth strategy, especially when they were laying the groundwork at the beginning of their partnership.
Kalungi’s team met CCD Health where they were and built out a strategy to create a strong foundation and foster lead generation. Two of Kalungi’s fractional CMOs guided CCD Health as a partner accountable for results.
Kalungi Set Clear Expectations
The CCD Health CMOs were tasked with planning and executing marketing initiatives and managing expectations with the CCD Health team.
This partnership required a delicate balance between communication, planning, and a laser-focused approach to achieving the agreed-upon results.
The Kalungi team began by adjusting CCD’s content and messaging to attract the right audience. The new messaging was based on the Go-To-Market workshop that Kalungi held with the CCD team.
A Strong Foundation for Growth
As a part of the team, Kalungi worked with CCD Health to implement the right tools to increase lead generation and execute successful marketing campaigns. Kalungi worked on a strong HubSpot setup paired with messaging and positioning to create valuable content.
“Kalungi taught us the value of a properly run HubSpot and how to create content-driven leads. They executed while teaching our team. The amount of inquisition, investigation, and just overall homework that went into Kalungi’s approach was great to see.” - Carlos Ziegenhirt.
After setting up the foundational marketing strategy, the teams worked together, targeting qualified leads and nurturing them through the sales funnel.
The Results: 750% More MQLs and an 869% Increase in US Website Traffic
A Structured ABM Program
Another avenue Kalungi helped CCD Health with was B2B outreach through account-based marketing (ABM). The team introduced the concept, then launched different campaigns to drive leads.
“I would recommend Kalungi’s ABM program 100%. For us, the other parts of the ABM were superb and exceptional, with a capital E. I would absolutely recommend it. Absolutely 100%, it is a game-changer.” - Carlos Ziegenhirt.
Increased Website Traffic
The increased interest in CCD Health from the United States first showed through website traffic. The business saw an 869% increase in website traffic coming from the US.
Worldwide, new website users increased by 657%, showing that Kalungi’s strategy was translating into real results.
A Jump in MQLs
After the GTM workshop, CCD Health had a clearly defined ICP, which allowed Kalungi to begin targeting imaging companies, healthcare organizations, and private practices.
This translated to going from two to three MQLs a year to two to three MQLs a week, a growth of 750%.
Looking to CCD Health’s Future
Kalungi's work with CCD Health has progressed naturally, with every step falling into place. Kalungi helped CCD construct a strong marketing foundation and coached them through each initiative, slowly moving to a support position.
“The Kalungi team doesn’t feel like a subcontractor. The greatest value that we had by having that kind of close-knit relationship with the executives was that the work became our own. I would absolutely recommend Kalungi.” - Carlos Ziegenhirt.
Need a Marketing Partner like CCD Health Had?
Kalungi is a full-service B2B SaaS marketing agency. Kalungi provides a fractional CMO and a full marketing team made up of specialists.
We've helped over 100 SaaS companies scale, including CCD Health.
If you need coaching, strategy, and execution for your SaaS business, contact Kalungi.
