Healthcare Marketers: Check Your Vitals
Before getting started with this checklist, make sure you’re equipped with these marketing toolkit essentials:
An up-to-date articulated differentiator of why a patient should choose you over your competitors.
A defined target audience. This could be geographic, demographic, and/or psychographic, but any inclusions and exclusions to this targeting should be decided in advance of campaigns.
An understanding of the pain points and motivations of your patients as they navigate the decision-making process, reflected in your messaging as problems your organization solves or your value proposition.
Important note: If your answer to any of the above is more than a year old, we strongly recommend revisiting your brand positioning this year. Massive shifts in consumer trends in 2020 have required nearly every industry to realign with new target audiences, and you’ll want to have a firm understanding upfront of what that change means for your brand.
Once you are armed with the above, congratulations! You are ready to employ a world-class patient acquisition strategy to crush your business goals. To benchmark your current efforts, use this checklist as a guide for opportunities to make your digital marketing program even more effective and revenue-oriented.
Campaign Strategy and Setup
Does your organization have different programs/brand units that impact your overall business goals differently?
Not all departments or services are created equal from a revenue or margin standpoint. Your campaign setup should reflect your willingness to pay for a new patient or touchpoint in a given program based on the impact to your bottom line.
Are you leveraging your first-party CRM data to focus your media targeting and reach current or prospective patients?
Partners like Liveramp allow you to target groups of individuals from your CRM in a PII-compliant way, and can even create “look-a-like” audiences to help find new patients. These tactics also can exclude existing patients from targeting as warranted.
Messaging and Creative
Does your audience experience your ads in a way that feels validating and/or relevant to their pain points?
With audience-first campaign creation and targeting, you can reach specific segments of your target audience with dedicated creative and resonant messaging, relevant to their needs.
Is your website leveraging best-in-class UX to convert visitors to patients?
Your digital front door is one of your brand’s most important assets in patient acquisition. Helping your audience understand your services while standing out in a sea of sameness is a must. Reach out to Rise to learn more about our Customer Experience services and be on your way to making your website one of your strongest weapons in securing and retaining patients.
Closing the Loop on Patient Acquisition
As consumers are exposed to a growing number of healthcare options, healthcare organizations are faced with increased competition for share of voice. As greater investments are being made across the industry, it’s vital that healthcare marketers understand the impact of their advertising dollars and maximize areas of greatest opportunity.