Let’s talk Strategy: Do’s and Don’t for Healthcare Marketing in 2017
Do understand your audience. While you’ll want to connect with everyone to tell them about your amazing property and service lines, smart marketing is focused on highly specialized audience segments. Instead of speaking to the masses for a service line, narrow your focus to a core segment to convert a larger percentage.
Do a tactic well. If you’re going to invest in a media channel, invest at a level that provides great exposure and opportunities. No brand should be a flash in the pan. Success is derived from sustaining presence and rising above the noise.
Don’t over complicate your media strategy. If you understand the brand’s audience, no matter how focused, determining which tactic has the greatest potential for success will come easily. Let the audience’s interests and behaviors drive the how and when of getting in front of the ideal patient. Audience insight leads to revelations and opportunities.
Don’t overlook the importance of establishing metrics PRIOR to building the media strategy. The indicators you’ll measure are the basis of how you’ll gauge performance in real time for optimization and accountability of the media tactics. This should be established on day one and agreed to by everyone – the marketing team, the agency and the media partners. Having said metrics in hand early often times leads to an easy process of determining which media channels you should employ within the campaign.
Do utilize non-traditional tactics. Running an ad with a publication or on a website is easy to execute while participating in a community event takes time and energy. But the community event creates a greater return by providing information and answering questions one-on-one with your primary audience, and getting their feedback on your brand and its service lines. That first hand exchange is invaluable.
Do pull metrics reports often. You have to monitor your campaign regularly. We’re checking in on each campaign at least twice a week to ensure its performing to the pre-determined standards. Keep an eye on the primary metrics. If something looks out of sync, dig deeper. Go back to the media vendor and work on enhancements to improve those tactics that are under performing. Double-down on those tactics that are excelling.
Don’t incorporate too few media tactics in the campaign. A multi-media campaign will out perform a one-tactic effort every time. A deep understanding of the interests and behaviors of the audience will drive the media channel rationale. Think about how your audience communicates, gets and shares information. Odds are its through many vehicles. Capitalize on their communication behavior by employing those tools they utilize.