eRelevance: Sophisticated Healthcare Marketing, Simplified

Today, more than ever, healthcare practices are aiming to stay connected with their patients. But that’s much harder to do outside the point of care. The practices need sophisticated marketing software and a team of experts to stay in touch with the clients as no single marketing channel—including email—can reach everyone in this perpetually online world. In 2013, CEO Bob Fabbio co-founded eRelevance—offering a unique way for SMBs to generate repeat business from customers. The company developed a Customer Marketing Automation Service that culminated into the perfect combination of marketing experts and sophisticated technology eliminating cost, effort, and complexity.

As an expert marketing service, eRelevance engages patients across many different digital channels over the course of multiple coordinated campaign cycles. As a result, practices achieve and can see how many patients were targeted, how far through campaign execution they are, and how many of the targeted customers have been reached so far. When requesting a campaign, practices can choose a “concern” and target offers to patients who are most likely interested in the service or category based on previous actions they have taken.

“We’ve been able to build a very sophisticated tech platform that enables a service that’s bringing big box marketing sophistication to the SMB (including healthcare providers) at a price point they can afford,” says founder, CEO and serial entrepreneur Bob Fabbio of eRelevance. “One of the big differentiators, instead of being slow and expensive, we’re highly responsive and affordable. We built technology that can, in a fully integrated way, target audiences with seven different digital channels and very easily engages people with certain needs or desires with a relevant message.”

Practices can simply call their eRelevance account person and request a new campaign to drive new business or to connect with existing patients. The only thing practices need to provide is a usable customer database. Practices pay for the service as a monthly fee subscription that includes a set number of campaigns per month. That means Fabbio is scaling a high-margin, recurring revenue business with a significant demonstrated need. “They (healthcare providers) don’t even need to understand it. They simply just request work of us,” says Fabbio. According to a testimonial from Dr. Maria Sophocles, Obstetrician-Gynecologist at Women’s Healthcare of Princeton, “The response to our use of eRelevance so far has been overwhelming. So much so that we’ve needed to change our staffing and add hours to accommodate demand as a result of eRelevance’s efforts. In fact, we’re even considering opening a new location based on the increased demand. I’ve also been pleasantly surprised to see the overall lift in interest in our practice – even beyond the campaigns we’ve run. Simply put, eRelevance provides a wonderful opportunity for patients to get back in touch.”

Fabbio and eRelevance are focused on a highly specialized part of the healthcare market focusing on plastic surgery, medical spas, and dermatology centers. The company has been able to further stimulate adoption by partnering with the medical device manufacturers who bundle or resell the service to drive higher device utilization – resulting in increased sales for both eRelevance and the device companies. Following their mission closely, eRelevance relentlessly works towards offering a world-class service to their customers — helping healthcare providers to improve the quality of the care they provide.