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Content, Nurturing, Trust and ReferralsNew Paths to Clinical Practice Branding and MarketingPresented at the Large Urology Group Practice Association (LUGPA) 2010 National Conference
Challenges
• Medical Complexity• Competition• Noise• Choice
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People Hate to be Sold, But Love to Buy
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Hate to be sold Love to buy
What is a Brand?
More than a collection of marketing tactics, a brand is the perception of an organization (product or person) in the mind of the market.
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Customer Tribesselling, marketing or relating?
Patients Have Many Needs
• Special circumstances• Regular screenings• Emergency care
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Primary Care Doctors
• Market to primary care physicians for referrals to urologists
• Strengthen those relationships to overcome fears that the specialist will steal the patient
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Managed Care Providers
• To be included on managed care panels
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Give Them What They’re Looking for...
The Communication Responsibilities of Leaders
• Market leaders become synonymous with the category. They:
- Have a responsibility to promote the category- Avoid promoting features or benefits- Enjoy attributes inherent to leadership: innovation;
depth of resources; recognition
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Leader
#2special-ist
special-ist
special-ist
special-ist
special-ist
special-ist
special-ist
Draw on Your Subject Matter Expertise
• Rather than present the features & services of your practice, focus on such topics as - care models- trends in health - trends in science- trends in research - diet & exercise behavior affecting health- genetics- self-care
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Build Trust...
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Be Transparent
Speakin a human
voice
Reflectback
Culturalize trust
Sustain engagement
Provide a sense of control
Provide choices Listen
...in a culture where you can’t say: “trust me”[Distinguishing the patient experience, when
excellence in care is the ‘price of entry’]
Offer TransparencyNorthwestern Memorial Hospital publishes their quality of care scores
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Manage for Consistency• Consistency of visual standards and message• Consistency over time• Consistency at all marketing touch points
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Sales materialWebsite Newsletters
Focus on the Patient Experience• Put the patient / audience at the center of the strategy• Eon moved away from the medical technology of dental implants, to
communicate the life-changing benefit of a new smile• Strategy: Perfect teeth for a lifetime• Marketing: Smile Celebration campaign
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Plan: Content, Sources and Publishing Process
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Content strategy Sources Publishing
process
Sales process
integration
• Determine content relevant to the steps in the purchase consideration process
• Develop the editorial calendar
• Establish marketing automation tools
• Establish metrics monitoring tools
• Aligning content with the stages of the purchase or selection process, which should also match stages in the sales funnel
• Collect CRM database leads• Follow up content marketing
leads• Develop and publish new
content and resources over time, as leads are nurtured and insight into audience interest is deepened
Develop content to:- Identify the
complexity of the problem
- Show how to think about the problem
- Share best practices- Develop confidence
in your expertise
Monitoring tools¯ Industry blogs¯ Google Alerts¯ LinkedIn Groups¯ Twitter hash tagsYour organization and experts- Salespeople in conversation
with prospects - Patients (and other audiences)
and problems they are solving - Support staff and other
departments
Automate: Content Marketing (Publishing)
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Website
Webinars Advertising
EventTradeshow Patient
Database with current
patients, new opt in targets
CRMautomation tool
Loopfuse
Email Marketing:
Editorial strategyand calendar
Content:White papers,
articles, blog posts, news, enewsletter
promotions
Sales Calls Funnel Management Lead Handling
NAME CAPTURE
SALES PROCESS
SEGMENT1
SEGMENT2
SEGMENT3
WAVE1
WAVE1
WAVE1
WAVE2
WAVE2
WAVE2
LEAD GENERATION
ANALYTICS:OPEN AND
CLICK RATESLONG TERMPROSPECTS
AUTOMATION PROCESS: NURTURE CONNECTIONS OVER TIME
AUTOMATION PROCESS
IN-MARKET
Search: Your New Home Page is
• Be available to the people looking for your solution • Help patients, primary care docs, and managed care providers to find what
they need• Search activators:
- content- activity- video: YouTube is #2 search engine- keywords and phrases audiences use
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Develop The Content Marketing Strategy
Case Studies
Search(SEO / SEM)
Keywords
PressReleases/
media relations
Speaking(panels,
tradeshows, associations
Webinars
Point of view, thought
leadershipcontent
email marketing/
eNewsletter
White paper, articles, blog
posts
Subject expert videos
How we work, process
Spec sheets and
tech info
Product photos and
demos
CONTENTMARKETING STRATEGY
EXPERT SPEAKER
WRITING PUBLISHINGCRM
WEBSITE PLATFORM
PUBLIC RELATIONS
ADVERTISING/ONLINE
DIRECT
TRADESHOW/EVENT
SALES STRATEGY
MARKETING STRATEGY
Marketing asset or actionBRAND
POSITIONING & MESSAGE
WORD OF MOUTH • REFERRAL • REPUTATION
SOCIAL MEDIA CHANNELS
YouTube
Resources
- David Meerman Scott• Cashing in with Content• The New Rules of Marketing and PR
- Jim Cecil And Eric Rabinowitz • Nurturing Customer Relationships
Kevin Masi, Co-Founder and PresidentTorque [email protected]
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