Mizaic
Mizaic has built a unique software-as-a-service (SaaS) product. It was designed specifically for the NHS to improve the efficiency of medical record storage and quality of patient care. The firm’s target audience is extremely specific and its sales cycle is lengthy – from initial conversations to signing the contract.
The challenge
We were asked to help Mizaic nurture contacts in the customer relationship management (CRM) system with a view to warming them up during their long buying cycle. Deals are very high value and difficult to close because of the complex multi-person (and sometimes multi-vendor) scenarios at play in individual NHS trusts.
The NHS roles that Mizaic must engage are diverse – from C-suite executives thinking about wider digital transformation to the ‘hands-on’ clinicians on the frontline of care, whose primary focus is efficiency and patient outcomes.
Our strategy
Mizaic uses Dynamics 365 as its organisational CRM and needed help to unlock the value within the platform. Our objective was to support the sales team by generating interest from the existing audience and to supplement outbound activities. In addition, we aimed to increase the size of the marketing audience and create new inbound leads.
We worked with Mizaic to develop its target audience further. We created four distinct personas, each with pain points identified and crucial key messaging explored. We validated these personas against real CRM data and insights from the sales team to ensure they accurately reflected the roles and challenges within NHS trusts. This groundwork allowed us to shape a targeted content plan that aligned messaging with each persona’s priorities, improving the relevance and impact at every touchpoint.
Our solution
We devised an eight-stage email sequence for the personas, with varying subjects, headlines, copy, and calls to action. Every email was carefully crafted to speak to each persona with critical detail we know to be relevant and valuable to their individual requirements.
To supplement this activity and to ensure we didn’t solely rely on email, we developed two LinkedIn Ads. We created an NHS-only audience with persona-differentiating job title inclusions, allowing us to serve the ads to our existing audience, as well as a new yet unknown audience. For LinkedIn, we utilised existing ‘lead magnet’ assets for users to download with ease within one click. These ‘start of the journey’ assets allowed us to create new leads within the NHS for the sales team to follow up on.
Empowering healthcare (paid campaign)
This single-image ad, with a guide download, targeted our NHS-only audience to raise awareness of how digital records empower clinicians and patients. It educates on key initiatives to drive NHS digital maturity.
We utilised existing ‘lead magnet’ assets for users to download ‘Empowering healthcare: a guide to patient-centric digital records in the NHS’ within one click.
Building the economic case (paid campaign)
Another single-image ad, with a guide download, our second offering was crafted to promote the benefits of an electronic document management system (EDMS) and support NHS decision-makers in making the case for investment.
Again, we utilised existing ‘lead magnet’ assets for users to download ‘Building the economic case for an NHS EDMS’ within one click – a valuable asset to prove the return on investment (ROI) of a trust’s technology spend.
Clinician persona (nurture campaign)
Our clinician-focused emails spoke directly to the pressures and realities of frontline healthcare.
This persona-led approach ensured messaging resonated with clinicians’ practical needs, helping them to see the value of Mizaic’s technology in everyday clinical scenarios.
NHS persona (nurture campaign)
For this audience, the nurture sequence focused on strategic priorities, such as digital transformation, cost efficiency, and long-term organisational impact.
Tailored to senior roles, these emails addressed their specific concerns and provided clear, persuasive messages to support planning and investment decisions. This ensured the nurture journey remained relevant, credible, and aligned with challenges faced by trust-level stakeholders.
Emily Donoghue, Managing lead,
Mizaic
