Case study · MedTech and healthcare marketing
We booked Well-Oiled 11 calls with health and MedTech companies.
Well-Oiled Marketing runs paid media, email and CRM for B2B companies, a lot of them in healthcare. Most new clients came from referrals, and their cold email went out from two Apollo inboxes. We rebuilt it around free work: three ad concepts or a short video breakdown. In roughly a month, it got 35 interested replies and 11 calls booked.
Companies who said yes
Three of the replies Well-Oiled got. Names and emails are blurred.
Before and after
Before Synteria
- New clients came mostly from referrals and networking.
- Sales ran alongside client work, with no sales team.
- Cold email went out from two Apollo inboxes, at about a 1% response rate.
Now
- 11 calls booked with health and MedTech companies.
- 35 interested leads from about 10,000 companies contacted.
- 60 inboxes across 20 domains, none on their main domain.
- A tested offer: the ad concepts beat the video breakdown.
From launch to now
Setup and research
We set up 20 domains and 60 inboxes and moved sending off Apollo. The research pointed at MedTech and healthcare education over B2B SaaS, where inboxes are already full of cold email.
Launch
MedTech and HealthTech companies got one of two offers: three free ad concepts, or a short video on how to sell more of one product. The first interested reply came the next day, and the first call was booked within three days.
A two-week pause
We paused sending so they could handle the demand at the time, and changed the ads offer to one preview ad, with the other two shown on the call.
Restart with two new markets
We added healthcare education providers and B2B event organisers. Best week so far, with two calls on one day.
Better calls, more volume
We changed the follow-ups to ask for a call about working together, not only the free work, and raised sending to about 960 emails a day.
Where the interest came from
Companies contacted for each interested reply, by market.
1 in 280
The biggest list, and where most of the calls came from.
1 in 190
Training academies and continuing education providers.
1 in 140
Event organisers. The best rate, on a small list.
1 in 730
Associations and their event teams, added in late October.
“Interested” means the prospect asked for the free work or for a call. Rates are rounded.
What made it work
Free work, not a pitch
Every first email offered ad concepts or a video breakdown for one of the prospect's products.
Two offers, side by side
The ad concepts got 23 interested replies from about 6,400 companies, and the video got 12 from about 3,700.
One preview, the rest on the call
Prospects saw one ad by email and the other two on the call.
Fast replies
Interested leads got an answer within minutes, with two call times and a booking link.
Questions that came up
Won't the free work eat our time?
A video took under 30 minutes and a set of ads 45 minutes to an hour. Only one ad goes out before the call, and we flag leads that don't look qualified.
We want buyers, not people collecting freebies.
The follow-ups ask for a call about the prospect's marketing, not only the free work. A call only counts if it's with a decision maker in the agreed market.
Will it look like spam?
Short, plain emails from 20 separate domains. Nothing went out from their main domain.
Who did what
Synteria
- Market research
- Lead lists
- Copy, follow-ups and offer testing
- Domains, inboxes and deliverability
- Reply handling and booking
Well-Oiled
- Agreed the offers and markets
- Made the free ads and videos
- Took the sales calls
Map the outbound pilot before you commit to scale.
We'll define the market, offer, qualification standard and launch plan together. You leave with a clear decision, whether we work together or not.