In
the past, health care
organizations relied on doctor referrals and
inefficient mass advertising to reach potential patients.
Today, it’s possible to tie the procedures booked and the income earned to
specific campaigns. You can glean digital data from apps and the internet—and even from
billboards and print ads.
A new tip sheet from Ragan Communications and Blackbaud, “Digital Marketing Musts for Health Care Communicators
,” offers ways to track your return on investment. The free download offers tips and
tactics for making the most of your marketing campaigns.
Modernize your marketing, and you’ll no longer have to speculate which
campaign or communications effort brought in a patient. Learn from
experts at Mayo Clinic, Riverside Healthcare and others how to capture data and tie your
marketing efforts to the bottom line. There are ways to
serve the needs of your patients—and your marketing requirements—and do it
all ethically.
“Health care is one of
those unique industries
where there’s a lot of data,” says Adam Brase,
chair of marketing at Mayo Clinic, “but we have to be careful how we
collect data, and how we
use that data to better
serve our customers and our patients.”
Multifarious methods
The tip sheet covers a range of ways you can find out where you are getting
the most for your marketing dollars.
Hospitals have something valuable to offer—medical expertise. If you
provide useful information, your grateful audience will provide data in exchange. Find out
how to do this.
“You have to give them something of value, so they will give you their email address,”
Ujjainwalla says.
By next year, two-thirds of interactions with health care facilities will occur by mobile devices.
That makes apps an
increasingly important means of reaching and engaging with potential
patients.
Mayo Clinic’s main application provides
strong engagement with offerings that range from an appointments function
to useful content. Learn what kind of content keeps people coming back time
and time again.
Many organizations struggle with proving the ROI for
print and billboard advertising. There’s a simple way to gather that data, enabling you to
trace incoming patients right down to the street corner where they
first saw your ad.
Brand journalism can play a part. Riverside Healthcare in Kankakee, Illinois,
launched a stroke campaign that included blog posts, videos with
specialists, Facebook
posts and other elements, says Judy Pretto, manager of marketing and
communications.
“This is about planting the seed for when the need is there,” Pretto says.
From cultivating advocates to customer relationship management systems,
from Google AdWords to
harnessing the data of website searches, find
out how other health care
organizations are making the leap to smart marketing.
Don’t be left behind. Download your
free guide
now.