Case Study: Kindred Healthcare achieves a 40:1 ROI and 250 new referral sources with Marketo

Kindred Healthcare’s digital marketing investment yields new referral sources and a 40:1 ROI

Kindred Healthcare, the largest diversified provider of post-acute care services in the U.S., needed to educate and reach more physicians, case managers, and hospital referral sources than its in-person clinical liaison team could alone. With hospitals facing legislative change and pressure to reduce 30‑day readmissions, Kindred sought a way to position itself as a trusted advisor on improving outcomes and lowering costs.

By deploying Marketo-driven, segmented and personalized campaigns with closed-loop tracking, Kindred identified referral-source interests, prioritized the most receptive leads, and armed liaisons with targeted content. The effort drove email click-through rates up to 30%, added 250 new referral sources, and delivered a 40:1 ROI, while making onsite meetings more effective and helping more patients transition to needed post-acute care.

Kindred Healthcare

Lori Riggs

Senior Director of Marketing