Healthcare Tech Company Doubles Qualified Lead Volume with Real-Time Media Buying Platform

Ensuring timely and high-quality patient care is critical to success in the healthcare industry. At the same time, organizations must ensure their people and systems are operating as efficiently and effectively as possible.

Cohere Health is a healthcare technology company focused on improving the prior authorization process for healthcare providers, payers and patients. And like other B2B marketing organizations, especially those in high-growth mode, the Cohere marketing team constantly seeks efficiency and improved outcomes.

The Cohere marketing team has worked with several traditional B2B publishers and lead aggregators to drive qualified leads into their sales pipeline. However, these players primarily employ highly manual and non-digital processes that slow time to market and increase costs.

Despite being fully allocated for Q4 2023, Cohere tested the Audyence platform against their primary lead generation partner across cost-per-lead (CPL) efficiency, speed in delivery and ease of use and control over the process. Following a successful pilot, Cohere increased its usage of Audyence’s Real-Time Demand platform in 2024 to drive more efficiency and performance from its lead generation efforts and investments.

Driving Efficiency and Business Impact

Audyence is a programmatic marketplace that is purpose-built for the real-time acquisition of CPL inventory at scale. The company aims to change how B2B brands, agencies and publishers transact by giving them complete transparency and control of the demand creation process.

Using Audyence to generate qualified customer prospects, Cohere’s marketing team drove significant efficiencies and value for the company, including and 2X increase in qualified lead volume. In this case, qualified leads are leads that match company and title parameters and have taken action. Additionally, Cohere saw a 5X decrease in CPL.

Over the last nine months using Audyence, the marketing team has generated significant efficiency by delivering 66% of the company’s HQLs for only 20% of the total demand spend. HQL is a qualified lead plus secondary hard action delivered directly to sales.

A Long-Term Lead Gen Partnership

For the last three quarters of 2024, Cohere’s marketing team worked with Audyence to execute campaigns targeting key companies from Cohere’s designated target account list and the relevant buying personas for their solutions, which are senior-titled decision-makers in healthcare organizations.

Audyence’s Real-Time Demand platform allowed the Cohere team to plan, activate and manage campaigns in one unified workflow with minimal resources, full transparency and process control. As a result, the company was able to improve lead quality and cost efficiency, increase agility, and accelerate overall speed-to-market, setting the foundation for a powerful, long-term lead-gen partnership.

“The results we’ve seen from working with Audyence in terms of campaign development, lead delivery and CPLs have been unprecedented,” said Rehan Sajid, Director of Demand Generation, Cohere Health in an interview with Demand Gen Report. “Audyence has proven to be a valued partner that has a material positive impact on our lead gen efforts.”