3 Steps to marketing like a retailer, for healthcare organizations

Three Steps to Marketing Like a Retailer#CapstratHC

April 7, 2015

ACAAccess to information

Ability to shop

Custom products

Financial implications

Buildrelationshipswith consumers,not patients

30,000brandmessagesdaily

72%have searched online for health information

65% use WebMD

How do you build relationships?

Define

Engage

Optimize

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Defining yourtarget audiences

Success requiresspecificity

What do they think?

What do theyneed and want?

How do theybehave?

Tailor a planthat fits yourbudget andinfrastructure

Engage the stakeholderswho shape your brand


Large-scaleapproach

Develop an understanding from:

CRM/database audit

Website audit

Competitive audit

Media audit

Measure consumer attitudesthrough opinion pollsand focus groups


Small-scaleapproach

Your database isnot just a database

Use it to find look-alike audiences via Facebook and display ad networks

A well-crafted search campaign can alsotarget people searching for your services

Track and segmentbased on who engages with your message

Audience personasbecome your foundation


Engage youraudiences

For each persona:

Map the journey

Plan the tactics

Share the right content


Map the journey

Connecting with consumers is a journey, not a destination

Create content for key decision points in a persona’s journey


Plan the tactics

Integrate communications tactics for maximum impact

PAID OWNED EARNED


Share theright content

…to the right people, at the right moment and in the right way


Always beoptimizing

Scale Measurement

Google Analytics+

Facebook Insights +

Email platform analytics

or

CRM

Measurement Framework

Questions?

Kelly [email protected]

919-882-1983

Mike [email protected]

919-745-3677

mkondratickkellylucascalabria

mailto:[email protected]

mailto:[email protected]

“Start fromwhere you are.”

Pema Chodron