Case study / Healthcare technology / SaaS / EHR
Launching a cloud EHR into a market of on-premise loyalists
ChiroTouch needed to launch a new cloud-based platform, migrate an established on-premise customer base, and sustain monthly pipeline targets across a 3+ year engagement covering product launch, migration program, TCO campaign, website redesign, and ongoing content marketing.
The brief
A new product, a reluctant customer base, and monthly targets from day one
ChiroTouch was the dominant on-premise EHR in the chiropractic market, with a large installed base accustomed to server-based software. When Integrated Practice Solutions developed a fully cloud-based version of the platform, the marketing challenge was threefold: launch the new product to new customers, persuade existing customers to migrate, and do both simultaneously against persistent objections about cost, disruption, and the value of switching from a system that already worked.
The engagement required building messaging from scratch, establishing a migration program with tiered cohorts based on customer tenure and product complexity, sustaining a monthly content and email cadence, and creating sales enablement tools for a quota-bearing migration sales team. As new ancillary products were released, the program expanded to include cross-sell campaigns designed to widen the cloud footprint within each migrated customer.
What was delivered
A full marketing program across launch, migration, and retention
Led across strategy, content, campaigns, and sales enablement over the full engagement, working directly with the marketing leadership team.
Star work
The work that moved customers
Migration program architecture
Designed a tiered migration system segmented by customer tenure and ancillary product usage. Two primary migration cohorts, each with distinct messaging, objection profiles, and content tracks, were developed alongside a broader chiropractic ecosystem program targeting colleges, partners, and industry influencers to build recommendation momentum. The program gave the migration sales team a structured, evidence-based framework to work within rather than a single undifferentiated pitch.
Total cost of ownership campaign
Conceived and built the TCO campaign from scratch as the strategic centerpiece of the migration program. The core concept reframed the conversation away from subscription cost toward full-spectrum ownership across four dimensions: infrastructure (servers costing $4k to $30k depending on practice size), IT administration (private IT support starting at $100 per hour), ongoing maintenance (upgrade cycles, downtime risk, SQL Standard upgrades running upwards of $3,000), and software licensing (upfront lump sum versus subscription). The campaign argued that a cloud migration could save practices around $5,000 per year, with a break-even ownership comparison that systematically dismantled the “rent versus buy” objection. Assets included a TCO infographic and two long-form articles, both of which remain live on the ChiroTouch website.
Live: Total cost of ownership: making a case for cloud · Three ways cloud-based ChiroTouch reduces TCO
Ongoing monthly program with Salesforce monitoring
Designed and executed the content, email, and newsletter cadence on a monthly basis, with weekly Salesforce monitoring against new customer and migration targets. When performance indicated a risk to targets, boost tactics were deployed mid-cycle. This closed-loop approach between content output and pipeline performance meant the program remained commercially accountable rather than running on editorial autopilot.
Ancillary product launches and cross-sell campaigns
As ChiroTouch released new ancillary products for the cloud platform, including CT Verify (insurance eligibility verification), CT InForms (digital patient intake), CT Payments, and communication tools, launch and cross-sell campaigns were developed to announce each addition and drive adoption within the existing customer base. These campaigns served a dual purpose: generating new revenue per customer and deepening platform dependency to reduce churn risk among recently migrated practices. A practice ROI calculator was developed as a repeatable campaign mechanic across ancillary launches, giving each product a tool that let prospects quantify their own savings before committing. The CT Verify version, which calculated time and cost savings from automated insurance verification, is one example of this approach still live on the website.
Live example: CT Verify ROI calculator
Customer voice
Testimonials woven through the program
Customer testimony was embedded throughout the email nurture sequences, newsletter, and resources pages rather than isolated in a single proof section. The quotes below reflect the range of practitioner concerns the program addressed: documentation burden, claim management, cost of ownership, and ease of transition.
“ChiroTouch helps me spend more time being a good chiropractor and less time stressing about documentation.”
Dr. Madison Sweeney Chiropractor and ChiroTouch user
“I love the cloud-based ChiroTouch system. It really cuts down on the expense of server-based systems. And it can be accessed anywhere you have an internet connection.”
Greg Wheeler, DC Chiropractor
“I’m over-the-moon happy with the claim scrubbing settings being added. I’m looking forward to the continued updates that expand that capability.”
Jeremy Goodman Chiropractic Biller
“I like the intuitiveness of the program, getting from one screen into another… it’s very efficient in the way it’s set up and thought out.”
Dr. Lisa Long Chiropractor and ChiroTouch user
The outcome
Monthly targets met, program sustained for 3+ years
Across the full engagement, the program consistently met monthly new customer and migration targets through a combination of content, email nurture, gated assets, and timely boost tactics. The migration program successfully moved a high proportion of the on-premise customer base onto the cloud platform, and ancillary product campaigns extended the commercial relationship beyond the core subscription.
A sustained marketing program delivering against monthly pipeline targets for new customer acquisition, on-premise migration, and ancillary product cross-sell across the full ChiroTouch cloud transition.
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