Campaign Best Practices for Healthcare Marketers

Kristin Hambelton, Chief Marketing Officer at Evariant

10

77%

72%

of all health inquiries begin

at a search engine1

of Internet users have

looked online for health

information in 20141

1 The 2014 Health Fact Sheet, Pew Research Center, via http://www.pewinternet.org/fact-sheets/health-fact-sheet/

So what does this

mean for healthcare

marketers?

For healthcare marketers, it’s

crucial to develop tailored

messaging across channels

that promotes patient

engagement and a healthier

society overall.

Let’s look at 10 campaign best practices

for healthcare marketers to improve their

organizations’ bottom line and create

better outcomes for patients.

Allocate Sufficient Digital Marketing Spend

#1

Allocate Sufficient Digital Marketing Spend

35%Online marketing will

account for 35% of overall

marketing budget spend by

20162

2 How Much Should You Budget For Marketing In 2016?, via http://www.webstrategiesinc.com/blog/

How do you determine where and how to allocate the online portion of

their budget among various channels?

By implementing a

Healthcare CRM Platform

Develop a Collaborative Process for the Marketing Team

#2

Develop a Collaborative Process for the

Marketing Team

It’s critical to integrate

multiple data sources in a

Healthcare CRM

while also aligning

marketing efforts with other

departments across your

organization.

Marketing

Sales Contact

Center

Product

Incorporate New Ideas And New Channels

#3

Incorporate New Ideas And New Channels

80%Of consumers want the option to

interact with their healthcare providers

via smartphone3

3 Thought leadership and best practices in Big Data Analytics, via http://www.fico.com/en/newsroom

As the consumer public goes mobile –

Marketers must tailor programs and messaging.

Align with Consumer Information

#4

Align with Consumer Information

Show positive ROI associated with

digital efforts by aligning marketing

efforts to consumer insights and

business intelligence.

Utilize the data within a healthcare

CRM to explore and analyze

information, attributing marketing

efforts to clinical and financial

outcomes.

Leverage Social Media

#5

Leverage Social Media

Leverage the power of social media to engage patients

by utilizing physicians within the company to

curate/recycle the most valuable and relevant content.

Be Proactively Reactive

#6

Be Proactively Reactive

Leverage real-time reporting

and analysis to take

advantage of unexpected

opportunities (i.e., mobile

marketing, live tweeting,

etc.) that may not have

been possible in the past.

Don’t Be Afraid to Experiment –And Fail

#7

Don’t Be Afraid to Experiment – And Fail

Healthcare marketers need to embrace change – because

change in the healthcare industry is here to stay.

It can be daunting to explore a new tactic or channel, as opposed to

relying on proven techniques, but, without experimentation, it’s

impossible to know what works and what doesn’t.

Establish Trust

#8

Establish Trust

Of online healthcare

advice comes from social

media networks440%Healthcare marketers should use this

opportunity to engage a large percentage

of patients via the networks they seek out

for medical information and establish trust.

4 Engaging Patients Through Social Media, via http://www.slideshare.net/adigaskell/social-media-in-healthcare-report-2014

Leverage Competitor Intelligence

#9

Leverage Competitor Intelligence

Leverage competitor intelligence through

competitive auditing or simply monitoring

competitors’ social profiles to understand the

competition and get actionable strategies based on

analysis to remain top of mind with consumers.

Look Towards The Future –And Stay Grounded

#10

Look Towards The Future – And Stay Grounded

Digital marketing is constantly evolving and healthcare marketers have to make

it a priority be aware of shifts in legislation, technology, innovation, etc.

10 Campaign Best Practices for

Healthcare Marketers

Read the full article

Thank You!Kristin Hambelton, Chief Marketing Officer at Evariant

Learn more about Evariant