Healthcare Analytics Software Company Improves Revenue With Pardot
Quantros had a revenue opportunity sitting in its own award program and no reliable way to act on it. Every year the company names CareChex award winners, and every winner is a potential buyer of a logo license. Reaching them, though, meant manual outreach that didn’t scale and a web experience that struggled on mobile. We rebuilt that whole process with Pardot marketing automation services: persona-specific forms, a drip campaign to keep winners informed, and dynamic content that gave each winner an individualized experience. Pardot now converts at twice the rate of the website, and award licensing revenue grew 6x over the prior year.
A Healthcare Analytics Company With an Untapped Revenue Stream
Quantros provides analytics to healthcare organizations, and its CareChex program measures and recognizes hospital quality performance. Winning a CareChex award is something a hospital wants to promote, which is why Quantros offers licensing for the award logo.
That creates a specific commercial situation. The audience is known in advance, every one of them has a reason to buy, and the window for the purchase opens the moment the award is announced. What Quantros needed was a way to reach that audience at the right time, with a message shaped to who they were.
The Challenge: A Known Audience the Team Couldn’t Reach at Scale
Three problems defined the project at the start:
• Contacting CareChex award winners to notify them of their award and offer logo licensing options, which was manual work that didn’t scale with the size of the winner list
• Increasing sales of award logo licenses, turning recognition into a repeatable revenue stream rather than an occasional one
• Improving the overall user experience, especially on mobile, where the existing pages made a simple purchase harder than it needed to be
The audience for these awards is not uniform either. A hospital marketing director, a quality officer, and an executive each care about a CareChex award for different reasons, and a single generic notification email serves none of them particularly well.
Our Approach: Personas, Automation, and a Message Built for Each Winner
We started by finding out what people actually wanted. Our team created specific Pardot forms designed to gauge customer interest in the awards across multiple personas, so the responses told Quantros not just who was interested but which kind of stakeholder they were and what mattered to them.
Respondents were then entered into a drip campaign that kept them informed with regular updates on the award release and the results. This solved the timing problem. Instead of a single announcement that either landed at a good moment or didn’t, winners received a sequence that built anticipation and stayed present through the period when a licensing decision gets made.
The personalization layer is where this Pardot implementation went further than a standard campaign build. We used dynamic content, conditional Handlebars Merge Language, and custom Pardot fields to create an individualized experience for each winner. Rather than one email with a name merged into the greeting, the content itself changed based on the recipient’s award, persona, and record data. A winner reading their notification saw their own achievement reflected back, not a template.
Conditional HML is what made that practical at scale. It let us build one asset that behaves differently for every recipient, which means Quantros didn’t need a separate campaign for each persona or award category to get a personalized result.
The final piece was the web experience. We updated the website CSS and HTML to deliver an improved user experience on mobile, so a winner who opened an email on their phone and tapped through reached a page built to be used on that phone. Personalized outreach only pays off if the destination works, and mobile was where Quantros was losing people.
Tools and Products Used
This build centered on Pardot, with front-end work supporting the commerce experience:
• Salesforce Pardot: the marketing automation platform behind the forms, drip campaigns, personalization, and conversion tracking
• Pardot forms: created to gauge customer interest in the awards across multiple distinct personas
• Drip campaigns: used to deliver regular updates on award release and results to every respondent
• Dynamic content and conditional Handlebars Merge Language: combined with custom Pardot fields to build an individualized experience for each award winner
• Custom Pardot fields: stored the winner and persona data that the dynamic content rules depended on
• Shopify: the commerce platform behind award logo license purchases
• Website CSS and HTML: updated to improve the user experience, with particular attention to mobile
Pardot handled the audience and the message, while the front-end work made sure the experience held up once someone acted on it.
The Results: 2:1 Conversion and 6x Revenue Growth
The revenue outcome is the headline. Quantros increased award licensing revenue 6x versus the prior year, turning the CareChex program from a recognition exercise into a genuine revenue stream.
The conversion data explains how. Pardot conversions ran at a 2:1 ratio against website conversions, meaning the personalized, automated path converted at twice the rate of the site on its own. That ratio is the clearest argument for the personalization work, because it isolates what the automation contributed rather than crediting the whole result to more traffic.
Both numbers trace back to the same idea. Quantros already knew who its buyers were and why they would buy. Pardot marketing automation services gave the company a way to reach each of them individually; at the moment the award made the offer relevant, on a device they could actually complete the purchase on.
| Area | Outcome |
| Licensing revenue | 6x increase versus the prior year |
| Conversion performance | 2:1 ratio of Pardot conversions to website conversions |
| Winner experience | Individualized content per winner using dynamic content, conditional HML, and custom fields |
| Mobile experience | Updated website CSS and HTML for an improved mobile user experience |
Turning a Known Audience Into Repeatable Revenue
Plenty of companies have an audience like the CareChex winner list somewhere in their business: a group of people with a clear reason to buy and no consistent way of being reached. What changed for Quantros was treating that group as a segmented, individually addressable audience rather than one list to email.
If your business has an audience like that, our Pardot consulting services team can help you build the automation and personalization to reach it. Get in touch to talk through what Pardot marketing automation services would look like for your revenue programs.
