Case Study — OiHealth

Enterprise Healthcare SaaS Team Closes Their First Deal in Two Years — Starting with New Content Their Reps Didn't Have

OiHealth had strong solutions, relationships, and market knowledge. What they were missing was a bank of content a rep could hand to a prospect. LocutusHealth built an end-to-end sales content program from zero — and every rep on the team used it.

First closed deal in 2 years

Supported by a case study built specifically for the enterprise healthcare sales cycle

100% rep adoption

Of the new sales content library

Sales library in Salesforce

Case studies, videos, white papers, conference collateral — all accessible from where reps already work

The Problem

OiHealth was an established player in hospital financial decision support.

That worked for years, then the market began to shift around them.

New entrants were showing up to RFPs with polished collateral, sharp positioning — and content that made them look like the innovative choice. OiHealth was losing evaluations to companies with less product depth but better storytelling. Their sales pipeline had gone quiet… no new deals had closed in two years, and every lead was coming from personal referrals or legacy relationships.

The sales team had next to nothing to work with. No case studies. No ROI summaries. No leave-behinds for after a demo. No content a champion could circulate internally. Nothing but an outdated white paper. Reps were improvising on every call, building their own materials, and still losing.

The VP of Marketing was feeling the pressure. He was responsible for enabling a sales team but without the content infrastructure to do it.

Meanwhile, a CRM and email platform were sitting idle. No automation. No lead scoring. No visibility into what was working.

What Changed

LocutusHealth came in to build a sales content program from scratch — not a blog calendar, not a brand refresh, but the specific materials reps needed to move deals forward.

We started with the sales team, not the marketing plan.

Before building anything, LocutusHealth interviewed reps and executive leadership to map the actual selling situations they faced: what objections came up, where deals stalled, which buying committee roles were hardest to reach, and what reps were improvising on their own. This became the blueprint for every piece of content that followed.

We built content around selling scenarios, not marketing themes.

The priority for sales reached beyond thought leadership and brand awareness. We focused on giving reps something useful for their daily calls. That meant:

  • Case studies structured around the objections prospects actually raised, including the one that helped close the first deal in two years
  • Conference collateral and email sequences for HFMA (regional and national), Becker's, TORCH, and ANI, mapped to OiHealth's yearly event calendar
  • Role-focused perspectives for financial, clinical, and operational stakeholders on the buying committee
  • A self-service content library built inside Salesforce so reps could pull what they needed without asking marketing

We activated dormant systems.

Salesforce was already paid for but barely used. LocutusHealth set up email automation, lead scoring tied to website activity, weekly reporting to marketing leadership, and deal value tracking. Megan also recommended against additional Salesforce upgrades until the existing investment was justified — saving budget that could go toward other initiatives.

We fed the top of funnel so reps weren't starting cold.

We relaunched prospect and customer newsletters. We also began a monthly publishing cadence that earned a #2 Google ranking for a key thought leadership term. We set up ABM tagging on LinkedIn and coordinated with OiHealth's customer acquisition vendor to align outreach.

Results

Sales Impact

  • Built the case study that was instrumental in closing OiHealth's first new deal in two years
  • 100% of the sales team actively using the new content library
  • Reps reported the materials were "extremely helpful" in working active deals, including a specific opportunity with a Mississippi hospital

Sales Infrastructure

  • Launched a self-service sales content library in Salesforce with case studies, product videos for in-booth use, "living" white papers, and conference materials
  • Established a rep communication loop so content stays aligned with what the team actually needs
  • Built event strategy and collateral system mapped to the annual conference calendar

Supporting Metrics

2×

Customer email open rates

20% → 40%

#2

Google ranking

For a priority thought leadership term

1,200%+

LinkedIn page view growth

Company page visibility

Established semi-monthly metrics reporting to the CEO: Email KPIs, social metrics, ABM feedback

"

We brought Megan in early in the evolution of our content marketing program, largely because she knew the language of hospitals and we didn't have to translate. She got our email automation program up and running, was instrumental in improving our use of Salesforce, and helped us translate our deep internal knowledge and subject matter expertise into long-term, full funnel content execution.

Bill Blair

CEO, OiHealth

Your reps shouldn't have to sell without backup.

If your team is improvising on calls, losing RFPs to flashier competitors, or sitting on deep product knowledge that never makes it into the hands of prospects, that's a content problem with a revenue cost.

The Sales Content Diagnostic ($3,500, delivered in 1–2 weeks) identifies your biggest gaps, what to build first, and what to request from marketing.

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