Case Study: a healthcare organization achieves 30% segment growth with iCrossing’s marketing transformation

Healthcare Organization drives 30% segment growth with iCrossing

A healthcare organization struggled with its marketing function, which lacked the tools and structure to prove its value to Sales, IT, and Customer Experience teams. This limited cross-functional collaboration and made marketing's ROI difficult to justify. iCrossing was engaged to conduct a marketing capabilities assessment to address these challenges.

iCrossing led a comprehensive assessment across people, process, technology, and data, which included stakeholder interviews and a technology audit. This resulted in a five-year strategic roadmap. The key recommendation was an account-based marketing (ABM) transformation. iCrossing's solution drove a 2% improvement in customer retention and achieved 30% growth in new target segments, proving marketing's value as a growth engine.