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 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 that change for your brand.
Once you are armed with the above, congratulations! You are ready for 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 set up 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 to 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 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 smart campaign creation and targeting, you can reach specific segments of your target audience with dedicated creative relevant to their needs.
Is your website leveraging best-in-class UX to convert visitors to patients?
Your digital home is one of your brand’s most important assets in patient acquisition. Helping your audience understand your services and standing out in a sea of sameness is a must. If possible, run a focus group or inquire with Rise about a UX audit to get a data-driven understanding of your site’s strengths and pitfalls.
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.