Launching an early stage AI-software platform – the first compliance tool for DME suppliers to submit clean claims

Situation:

CompliantRx, the first AI/ML-enabled compliance software designed to serve revenue cycle managers (RCM) and to keep durable medical equipment (DME) suppliers compliant with ever-changing payer coverage criteria, faced a significant opportunity to boost brand awareness prior to its debut at the industry’s primary trade show, Medtrade. The company chose Ballast to establish its presence and to build credibility with its solution to a large and costly problem – 20% of submitted DME claims are denied annually. 

Complication:

With its innovative, AI-driven solution and history of running its own DME business, the co-founders were intent on solving suppliers’ challenges and making sure their company and others were ready. The lack of brand visibility and limited social media presence posed a barrier to swiftly generate leads and to turn software demonstrations into engagement at Medtrade.

Solution:

We devised a strategy to target CompliantRx’s targeted partners and customers. Leveraging the company’s unique selling proposition of offering a path forward towards a more streamlined, efficient and patient-centric future, we highlighted its ability to help RCMs and suppliers slash review times by up to 90%, streamline the intake process and enhance audit-preparedness. 

Our strategy involved interviewing using our inverted pyramid storytelling methodology to secure third-parties and highlight the CompliantRx team as thought leaders in compliance software and the DME space in general. Targeted social media and advertising campaigns on LinkedIn expanded the company’s reach among healthcare leaders who understand the hospital at home trend and ensuring patients get supplies to get the care they need.

Results: 

Significant results in less than six months drove lead generation and enhanced brand recognition for CompliantRx:

  • Secured a dedicated feature in HME News, showcasing an innovative AI-driven compliance solution that reached the target audience with an estimated ad value equivalency (AVE) of $9,220
  • Secured coverage in ‘What’s Hot in Healthcare’ featured by the South Florida Sun Sentinel, emphasizing CompliantRx’s role as a pioneer in compliance management – AVE of $15,824 
  • Featured in HME News’ May product spotlight, with an estimated AVE of $9,400
  • Secured a four-part Smart Talk column series on operational efficiency, positioning co-founder Adam Nadler as a tech leader which reached 22k+ monthly readers with an estimated AVE of $36,880
  • Developed targeted LinkedIn organic content and paid ads for brand awareness, resulting in increased impressions, clicks and engagement from industry stakeholders
    • Organic content: 5,084 impressions, +72 followers, 100 comments, 248 reactions
    • Paid ads: 44,114 impressions, 54 clicks/$10.50 a click directly to the CompliantRx contact page 

Our strategic approach effectively launched CompliantRx, created brand awareness and positioned it as a credible solution for DME suppliers and RCMs.