TriZetto Provider Solutions



Generate leads and establish TriZetto Provider Solutions® as a software leader in a crowded healthcare industry.

TriZetto Provider Solutions® (TPS), part of Cognizant, provides software that helps healthcare providers and payers manage revenue cycles. After multiple mergers and acquisitions in a crowded market, TPS was inaccurately viewed as a newcomer among physicians and healthcare practice administrators. The healthcare software company needed to re-establish its brand identity as a market leader with proven solutions.

We had two goals: Help TPS stand out by educating medical professionals and administrators about the company’s most powerful differentiator, while generating leads that would become customers of Gateway EDI – one of the company’s flagship software solutions.

  • Research, Discovery & Analysis
  • Strategy Development
  • Faces Photo Shoot & Interviews
  • Asset Audit & Creation
  • Lead Generation Campaign Build
  • PPC, Ad, Email & Landing Page Execution
  • Marketing > Sales Lead Capture
  • Results & Optimization


Develop a lead generation campaign around a key TPS differentiator: the employees who deliver a proven solution with impeccable customer service.

To show that TPS technology is backed by deep knowledge, thought leadership and accessible, helpful people, we conducted a photo shoot and interviews with 14 client-facing and problem-solving employees. We used the resulting images and stories to develop a lead generation campaign focused on the faces, or people, behind TPS solutions.

We tied the campaign’s messaging to TPS expertise on navigating an upcoming industry challenge: the update of World Health Organization medical terminology known as ICD-10. To promote assets including an ebook, webinar, and infographic on how TPS could help ensure a smooth transition, we used channels such as:

  • pay-per-click (PPC) ads
  • social media
  • emails
  • print and banner ads


By using urgent messaging like "Let's tackle ICD-10 together," we increased the conversion rate to 9.9% and 23%.

"The 90octane storytelling team tied in real people who work at TPS to show that we have a new brand, but the same people you loved are still here."

— Heidi Budreau, Senior Manager, Provider Solutions Marketing

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