Healthcare Marketing - Strategy Basics
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An overview of the shift in how smart health care marketers are using digital techniques to engage consumers and growth their business. Health care marketing research shows that consumers do not select physicians or care facilities from advertising -- yet this is the primary tactic used by many health care marketers. For health care marketers who missed the paradigm shift to digital word-of-mouth (social media, online reviews, online testimonials, digital search) there is still time to catch up. This presentation provides a list of action items to energize your efforts.
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Healthcare Marketing - Strategy Basics
- 1. Engagement Marketing Finding, Connecting, and Converting Profitable Buyers
- 2. Evolution of Marketing B.C. – 1950 1:1 1950 - 2000 2000 - present 1: many Many: many
- 3. The New Normal: Engagement “Are you buying momentary attention or are you investing in a long term asset? Stop renting an audience – build one.” - Seth Godin, best-selling author “Don’t interrupt what people are interested in – become what people are interested in.” – Jeff Lanctot, Avenue A / Razorfish
- 4. Sources of Consumer Trust Consumers trust friends, family, & personal experience more than ads or strangers Trust is required to acquire buyers Trust is built through engagement Source: Forrester Research, All Rights Reserved.
- 5. Paradigm Shift Old Communications Model: one-way messages, brand dictates topics, infrequent distribution, no feedback, brand finds the audience (push) New Communications Model: two-way dialogue, patients dictate the topics, frequent distribution, continual feedback, audience finds the brand (pull)
- 6. Implications for Marketers Marketers are now facilitators of conversations Marketers must “put a face on their brand” and learn to be personable/engaging Marketers need to build their own platform to deliver relevant content to attract/build loyal followers instead of paying someone else to interrupt their audience with ads (thus, marketers must now think like a publisher) Digital media is about “who” -- not “how many”
- 7. What This Means for Marketers “Business as usual” (interruption) no longer works
- 8. Implications for Marketers Advertising alone does not influence consumer selection of product or service Word-of-mouth referrals from existing customers is key (however, you want profitable referrals – and that means being able to identify what a profitable customer looks like)
- 9. Step 1: Branding It’s not what you think – and matters more than you think
- 10. Branding: What it is Branding Basics: Positioning – what you want the brand to be Design – translating positioning into a name / logo / color Meaning – how the brand takes on associations A name becomes a brand when people link it to other things (it is like a reputation)
- 11. Branding: Why it matters Distinguishing your business from competitors is critical; simply touting “good service” is not enough You must identify the one thing that makes your business unique (USP) and then become known for it Climb off the billboard and into the community – put a face / voice on your brand and dialogue with potential buyers
- 12. Step 2: Identifying Profitable Buyers Profile your most profitable customers, and find more of them
- 13. Customer Mix Realities If you advertise to “everyone”, then don’t be surprised when “everyone” shows up at your doorstep (regardless of their ability to pay) By targeting profitable buyers and connecting with them before your competitors do, you enhance your chances of improving customer mix
- 14. Understanding Buyer Personas Demographic segmentation was invented to create stability so that groups of people could be messaged Patient “personas” are more complete profiles than segments and reveal clues for connecting with them Personas include: demographic, behavioral, interests, needs, channels of communication Tips for creating personas: http://karengoldfarb.com/marketing-strategy/21-tips-creating-buyerpersonas
- 15. Identify Topics of Interest Google Analytics: pages/topics with high page views SEO: keyword volume Twitter Search: keyword volume Linked In / Facebook Groups Survey buyer personas Blog search Forum sites where your personas hang out
- 16. Step 3: Engaging Profitable Buyers New paradigm: you don’t find them – they find you
- 17. Why Search & Social Media Matter 20% of searches performed on Google each day have never been performed before (source: Google CTO) 81% of online shoppers read customer reviews prior to purchase (source: Nielson, Dec 2008) There are more grandparents than high school kids on Facebook (source: ReadWriteWeb, July 2009) Half of YouTube™ audience is over age 34; and online video viewing averages nearly 20 hours week (2 billion videos streamed each day) 126 million blogs on the Internet (10 billion Tweets since 2006)
- 18. Rules of Engagement Authenticity – resist the urge to “sell” on the first date; you must invest the time to build trust and genuinely interested help the online/offline community Transparency – you must actually participate in the conversations (instead of hiring an imposter to do it) Relevancy - remember that you’re joining someone else’s conversation; listen first – then contribute if you have something relevant to say
- 19. SEO Ideas (online search visibility) Tools SEMRush – competitor word ranking Soribeseo.com Majesticseo (link value) Websitegrader.com SEOmoz.com Google ad manager (your ads on your site) Google buzz Advanced segmentation (Google Analytics) Techniques Embed links in PR Avoid long URL’s 301 & 404 pages Alt text over images Tagging Interview people at shows for your blog
- 20. Mediums for Connecting Ranked from least-to-most time consuming: Blog (increase inbound leads by 50%) Web pages Video Webinar Case Study White Paper (shared 90% of the time) Comprehensive (complex) methodology Make all but the most complex content available without forced registration (link sharing, SEO) Include a compelling call-to-action (triples inbound leads)
- 21. Getting the Word Out (online) Content Distribution Twitter Marketwire Pitch engine Flickr (animation/illustrations) YouTube Blip.tv Scribd RSS Email Slideshare Content Aggregation Friend Feed Digg Reddit Stumbleupon Linked In Google / Bing / Yahoo Bing Del.ic.ious
- 22. Step 4: Measure Your Results You can’t manage what you can’t measure
- 23. Typical Metrics Financial Campaign ROI Customer LTV CPA (cost/acquisition) Behavioral Buyer Actions Response rates Email/RSS opt-in Seminar attendance Inbound calls Requests for information RFP/RFQ Referrals Testimonials
- 24. Bringing it all Together Transforming your marketing from interruption to engagement
- 26. Contact Steve Patti; (210) 201-3246 LinkedIn: www.linkedin.com/in/stevepatti Email: spatti@social-exposure.com Twitter: @socialexposure6