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They Ask You Answer by Krista Kotrla, Marcus Sheridan

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32Case Study 4How a Start-Up Company in the Health Care Space Became the Thought Leaders of an Entirely New Industry

Many of the digital marketing success stories we’ve heard over the years have come from companies who got into it for very similar reasons: They wanted their voices to be heard above the clamorous din emitting from others in their industry. Many of these companies had to figure out a way to carve themselves a slice of the existing marketplace, and they used the principles of inbound marketing and They Ask, You Answer to do it.

Health Catalyst is unique in that it came into an industry that was still in its infancy—healthcare analytics. Started in 2010, Health Catalyst is a data warehousing, analytics, and outcomes improvement company that provides infrastructure that health care organizations (hospitals) can use to identify waste in their practices, allowing them to improve patient care and lower their overall costs.

In its new space, Health Catalyst quickly found that nobody was answering industry questions online. Despite that, some massive competitor brands were also entering the space, no one was yet known as the thought leader of healthcare analytics.

Because of this, no real information existed online for interested searchers. Health Catalyst recognized there was a huge informational void in their industry, and they set out to fill it. Unlike with other businesses, Health Catalyst didn’t have to fight to get their voice heard, because there were no other ...

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