Ensuring Marketing Success in Healthcare

Direct Choice Inc.
480 East Swedesford Road, Suite 210
Wayne, PA 19087
610-995-8204
www.directchoiceinc.com
Email: nlanzi@directchoicein.com

© Direct Choice, Inc. 2011. All rights reserved. 1

The Healthcare Marketing Landscape…

In the shadow of the numerous compliance and
regulatory policies that are currently – and will be –
in existence, companies that are hoping to stay
relevant in the Healthcare vertical need to
understand the enormous challenges facing them in
the rush to meet the needs of each patient and consumer.

Additionally, marketing in this vast space has become increasingly more
comprehensive. Campaigns have to be well thought out and streamlined to
achieve maximum benefit, while also staying within the legal parameters.
Whether it be Product Launches or Physician Programs; Patient
Compliance Initiatives or Brand Acquisition Programs, choosing a
marketing strategy cannot be done without significant due diligence.


Ensuring Marketing Success in Healthcare –
What you will learn…

• The questions Healthcare Companies in need of Marketing
Assistance SHOULD be asking…

• How WE know the answers…

• The components of a fully-developed Healthcare Marketing
Proposal…


What makes today’s Healthcare Marketplace so
DEMANDING?

Role of data

HIPAA and 65+ market regulatory Structure (CMS, DOI, etc.)


How to determine gaps in your Healthcare
Marketing Strategy

• Are your current response rates all
that they could be?
• Are brokers your only channel for
small group?
• Are you spending a ton of money
on DRTV?
• Are your renewal rates less than
95%?
• Are you cross-selling actively or
not at all?
• Are your brokers as happy as they
could be?


How WE know the answers…

About Direct Choice
Direct Choice, Inc. is a full-service agency dedicated to the sophisticated
demands of the next evolution in direct marketing for national and regional
brands. We believe in one-to-one dialogues with individual prospects and
customers.

Our cost-effective, multi-channel strategies are focused on an integrated
approach, meeting each consumer or business decision-maker where they
live, breathe and work. To make it happen, we deploy full services for our
partners, including data-driven strategy, planning, media optimization,
multimedia on- and offline creative tools and total turnkey production
services.


How WE know the answers (continued)….

• Founded in 1995
• Located in the Philadelphia, Pennsylvania area.
• Specialists in ROI and Data-centric lead generation.
• Acquisition and CRM / Retention Specialists for both Individual and
Small Group Clients.
• Significant Blue Cross Blue Shield experience.
• Winner of numerous awards, including the National Center for
Database Marketing Gold Excellence Award (CRM).


How Healthcare Companies
determine Marketing Solutions…

• Strategic Planning and Development ideas.
• Integrated Creative Research and Execution.
• Online (Appvertising™, Website, Landing Page,
Email, PURLs, Social Media, etc.).
• Media (Planning, Buying & Placement, Lists, Analysis, etc.).
• Production (Print, Mailshop, DRTV, Radio, Tradeshow).
• Telemarketing (Inbound, Outbound, ASR/IVR, Scripting, Appointment Setting).
• Problem Solving and Rapid Response.
• Simple-to-Complex Fulfillment (Product, Medical Device, Literature, Pharma,
Rebate Checks, FDA & ISO 9000 Certified).
• Compliance with Federal Organizations and Regulations (CMS, DOI, HIPAA,
MIPPA, etc.).
• Measurement and Analytic Capabilities (Segmentation, Customer Analysis,
Lifetime Customer Value, etc.)


Components of a Successful Marketing Pitch to
Healthcare Companies

• Direct Response TV / Radio Strategy
• Search Engine Optimization (SEO) Strategy
• Direct Mail Fulfillment Strategy
• Outbound Telemarketing Strategy
• Order Capture / Inbound Telemarketing Strategy
• Public Relations Strategy
• Non-Conversion Strategy
• Analytics and Monitoring Strategy


Questions to Address for a DRTV / DR
Radio Investment

Goal of Segments: Objective, Creative and Offer:
• Driving product and brand • Media buy Strategy and
awareness Principles
• Generating leads and • Production Costs
sales • Talent Acquisition
• Video Development, Testing
Target Audience: and Launch
• Primary End User
• Primary Target Supplements:
• Sweet Spot • Editing for Offers and “800
• Historical Results Number” Campaigns
• URL and Inbound phone
response channels
• In-Flight media management

Tracking and Reporting


Questions to Address for a SEO Investment

Keyword Development:
• Industry-relevant words and phrases based on
industry-related searches
• Development based on company philosophy and goals
• Social Media research (e.g. Twitter “Hashtags”)
• Interactions
• Competition

Keyword Management:
• Scheduling of use
• Set up of “Listening Tools”
• Monitoring / Refinement based on quality and analytics


Questions to Address for a Direct Mail Fulfillment
Investment

Customized Package Development:
• Tailored vs. one-size-fits-all
• Full compliance (HIPAA/MIPPA, CMS, DOI, ISO9000, FDA, etc.)
• Literature and product fulfillment kits

Capabilities:
• Timeframes
• Efficiency standards
• Accuracy records


Questions to Address for an Outbound
Telemarketing Investment

Scripting
Strategically researched markets
Custom Database with scrubbed list.
List Acquisition / “Do Not Call” List Records
Call Center Training


Questions to Address for an Order Capture
Investment

Inbound Telemarketing Set-Up
• Capture media-driven phone responses
• Determine whether priority is on Conversion vs. Qualifying

“Landing Page” for online orders

Rules and policies to define “qualified” leads

Training for call-center representatives.

Demographic information for potential future expansion:
• Age
• Gender
• Calling for themselves or for someone else
• Geography


Questions to Address for a Public Relations
Investment

Media List Development
• Mainstream and Trade Publications
• Television / Radio
Media Relationships and Placement History
Press Kit Development
• Press Releases
• One-pagers
• Whitepapers
• Supplemental Materials
Event Planning


Questions for a Non-Conversion Strategy
Investment

Rules and policies to define “qualified” leads for
prospects that respond, but do not purchase.
Non-conversion fulfillment package to lift overall response.
Outbound telemarketing follow-up strategy


Questions for an Analytics and Monitoring
Investment

Visibility and metrics from campaign to conversion
Monitoring and reporting from all touch-points
Data consistency across all customer interactions
Access to reporting for campaigns at-a-glance
Visibility into what's working, and what's not
Profiles of promising prospects for targeted follow-up


We have the Answers to Your Healthcare
Marketing Questions

Nick Lanzi, President
Far from a figurehead, Nick is a hands-on presence at Direct Choice,
bringing his industry-leading experience in key areas, including
fulfillment and partner relationships in addition to his leadership role.
He is a pioneer in direct marketing customized fulfillment concepts
with such clients as Sprint and Roche Diagnostics. His solutions have
revolutionized turnaround times and customization capabilities for
marketers in diverse verticals. Nick began his direct marketing career
at Devon Direct/Euro RSCG and is an alumnus of The Pennsylvania
State University.

Direct Choice Inc. www.facebook.com/directchoiceinc
480 East Swedesford Road
Suite 210
www.twitter.com/directchoiceinc
Wayne, PA 19087
610-995-8204
www.directchoiceinc.com www.linkedin.com/company/direct-
choice-inc
Email:
nlanzi@directchoicein.com http://www.youtube.com/directchoiceinc


Ensuring Marketing Success in Healthcare

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