Tele-Tracking tries integrated suite to manage online efforts

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Challenge: Tele-Tracking Technologies makes work flow software for hospitals, with more than 640 clients throughout the U.S. and Canada. The Pittsburgh-based company’s small marketing department needed to efficiently coordinate three user group conferences per year, as well as strengthen its relationships with several hundred customers. Finally, the financially constrained department needed a way to measure the effectiveness of its marketing efforts.

Solution: Tele-Tracking turned to Elliance, an eMarketing company specializing in online customer acquisition and retention.

“Our initial project with them was to build our Web site, which they designed and host,” said Chris Anderson, director of marketing at Tele-Tracking. “We can easily and quickly make changes to certain content through the administration tool.”

While Anderson was using them for his company’s Web site, Elliance began developing a suite of integrated online marketing tools. He was an early customer of the suite, which is composed of ennectMail, ennectEvent, ennectSurvey and ennectShare.

“Because we have a single suite in a single location, we can do [a variety] of online client and company mailings,” said Anderson. “It allows us to promote the large user events that we do two or three times a year.” Specifically, Tele-Tracking’s marketing department pushes out more than 6,000 e-mails to fetch registrants for its customer events. “The ennect tools let us create the invitation, blast it from [Elliance’s] server and then manage the inbound response,” he said.

Separately, Tele-Tracking turned to Elliance for search engine optimization to increase traffic to its Web site.

Results: After using ennectEvent to promote and manage its user group conferences, Tele-Tracking sold out the conferences. The first three promoted with ennectEvent each resulted in a stronger response. “The management of over 200 registrants is something we wouldn’t have been able to do manually,” Anderson said.

Because of the success with ennectEvent, Tele-Tracking started sending monthly “Client Experience Surveys” with ennectSurvey, which the company typically does shortly after installing its hospital software.

“We can capture responses and look at the results,” said Anderson, adding this is a good way for Tele-Tracking to quantify and improve its performance.

This fall, Tele-Tracking launched the premiere issue of a newsletter sent to clients via another part of the Elliance suite, ennectMail.

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