Have you tried an activity like archery that requires you to hit an actual target? It can be quite a challenge. Tiny corrections can turn into wide fluctuations over time and distance; the goal, of course, is to make only the corrections that get you closer to the center.
It’s the same with health care marketing. Fine-tuning your strategies can make a huge difference in the success of your campaigns. Here are some ideas to help you plan beyond implementation of basic tactics.
- Tell the best stories.
Who doesn’t enjoy hearing and sharing a good story? Find and tell the best stories about the work done by your team or at your facility (while being mindful of protected health information guidelines). Develop continuity across channels by featuring different aspects of the same stories in testimonial flyers, new patient brochures, direct mail pieces, and more. If you have marketing templates readily available, you can easily plan where to place the best quotes, full stories, and strong visuals.
- Leverage your existing patients.
As the health care market shifts to focus on the consumer experience, your patients can become your strongest resource for additional services, referrals, and testimonials. Today’s patients appreciate email reminders about upcoming appointments and new services, as well as the traditional greeting card honoring their birthday. Develop a related email and social media campaign asking for their referrals or reviews on popular medical review sites.
- Remember your audience.
Save the technical jargon for insurance companies and medical professionals. A good rule of thumb is to position your content using a sixth-grade reading level.
- Put Big Data to work.
Big Data is revolutionizing the field of medical research, but it’s been slower to aid health care marketing. If your organization is struggling with Big Data, consider using an Every Door Direct Mail (EDDM) program as a way to simplify and streamline direct mail campaigns. Instead of targeting specific names and addresses, with EDDM, your mailing goes to an entire ZIP code or neighborhood for a fraction of the cost.
- Master your niche.
Nearly half of Internet users who look for health information online search specifically for doctors. It’s important that you differentiate yourself from your competition and establish your expertise by highlighting your exclusive procedures and high customer service ratings. Make sure the stories and statistics show you as an expert across blog posts, social media, and even your direct mail campaigns.
- Commit to mobile.
Having a mobile-friendly website is just the beginning. Reaching patients through mobile-accessible channels such as email and social media should be done using in-app mobile ads. In-app mobile advertising is a highly-effective strategy for tackling a competitive landscape.
- Use offline media to complement your online efforts.
Direct mail and printed pieces still serve an important, cost-effective purpose in your overall marketing plan. Whether you’re using appointment-reminder postcards, patient-information rack cards, or other direct mail options, make sure your content points back to your online and social media presence.
- Own every aspect of your marketing.
With more marketing channels at your disposal than ever before, it’s important to imprint the same “feel” and message across all your efforts. A powerful, differentiating brand for your health care business is part of your reputation. Additionally, be sure to claim, update, and monitor any of your online reviews on popular online referral sites.
- Partner strategically.
Partnering with a marketing professional with health care experience is always a smart strategy. With a little help, you can discover what mix of direct mail and online marketing you need for your business. Get a jump start on your marketing today and watch as your clientele grows!
Emelie Nelson is a Sales Director at Xpressdocs, working with nonprofit, health care, higher education, and franchise organizations to automate their strategic marketing efforts. She previously worked for a software company that helped enterprise-level nonprofit organizations identify technology solutions to build greater efficiency.