engage 10 Tips to Healthier Marketing

Transcription

1 2019 Healthcare & Wellness Practice Marketing Conference engage 10 Tips to Healthier Marketing Lisa Tilt, President

2 Agenda 2 01 Why do it? 04 Design with style 02 The Nuts & bolts 05 Build your contact list 03 Create & Curate Content 06 Questions?

3 is still the king of Digital media 3 seriously outperforms social media marketing: Compare a 21.73% average open rate for s versus Facebook s organic reach of a measly 6% of your fan base and Twitter s less than 2%. According to a recent report*, by the end of 2019, the total number of users, which includes both consumer and business users, will reach over 246 billion, representing an average annual growth rate of 3%. It is permission-based marketing, so the people who connect with you really want to be there. marketing can complement all of your other marketing strategies and tactics. Source: *Radicati Group

4 Healthcare & wellness marketing 4 HOW CAN IT GROW MY practice? Improve patient engagement by keeping them informed Enhance their engagement, or experience How can I accomplish this? Inform and educate about your practice and services Build and improve patient relationships Increase social reviews and recommendations Stay connected with your patients Keep patients returning Develop loyalty and trust for your practice

5 Why make time for marketing? Bottom line it increases your bottom line. 5 Make a connection Make it your own Hand-select information Reach patients anywhere Budget- and timefriendly marketing isn t just about you, it s about your patients and how you nurture that relationship. Make them feel like they re part of your tribe and they will grow more and more loyal to your practice. templates allow you to add your logo and change theme colors to parallel your branding. Pick a style that matches the look and feel of your practice. Selecting content is fun AND important. Capture attention by giving access to your practice: meet doctors & staff, first to inform on new products/services, offer birthday wishes. About 3 in 5 people check their on the go (mobile), so go where they are. 75% of say they use their smartphones most often to check . marketing is less expensive than traditional direct mail or advertising options. It s accessible on any computer, so it s easy and convenient to manage.

6 Keep it simple Three main points healthcare marketing 6 Overcomplicating the process will discourage you from executing. Overcomplicating content will turn your patients away. Intriguing subject line Subject lines are crucial in marketing. It s what gets your opened and it s probably just as important as the message itself. Telling a story with IMAGES A wide variety of photos are a must to help convey a message or tell a story. Photos lead the eye down a page and help to capture the attention of the reader. COMPELLING CALL-TO-ACTION A call-to-action (CTA) included in every will tell your customers what to do to engage, where to find you, and help you track results.

7 Best Practices Every opened is a point where a person is interacting with your practice. 7 TEMPLATE Easy and time-efficient way to create beautifully branded messages There are a variety to choose from Creates a consistent look and feel CLEAN DESIGN Keep it easy to read with plenty of white space Drag & drop from the template menu to avoid coding issues Your customers will come to expect how to interact with you online CONTENT LENGTH Too long or too boring leads to unsubscribes Communicate with a few clear messages Eye-catching header supported by 2-3 information blocks 3-4 sentences each

8 Best Practices Every opened is a point where a person is interacting with your practice. 8 Tone of voice The tone reflects your brand personality and how your customers will respond Conversational copy leads to more personal and genuine interaction Ask questions and provide the answers to create dialogue Mobile friendly Mobile-first society requiring s to be easily read on devices F&B industry among the highest: 50% mobile (iphone, Android) 37% webmail (IE, Firefox) 13% desktop (Outlook, Apple Mail) Frequency Don t over-saturate your followers Overwhelmed customers hit the unsubscribe button Quality over quantity

9 Plan with your time in mind 9 Start with Hello Quality over Quantity Editorial Calendar Content Amplification Welcome s generate 5 times more clicks than typical promotional s. Start with what you can manage. Maybe start with one monthly . Mix content in small bitesized pieces. Include tips holidays, national days. Align content with all other marketing channels.

10 Patients want to engage 10 One of the biggest advantages healthcare marketers have over most other verticals is that the vast majority of patients are interested in the s. They care about their health and wellness! Every is an opportunity to engage the recipient.

11 Social Proof We engage more when we are inthe-know storytelling We don t just share information, we share stories Perceived value If what you say is appealing, we will spread the word EMOTION When we care, smile and laugh we connect 11

12 valuable content 12 Focus on what recipients would find valuable without forgetting that the content also needs to contribute to your business success. Good marketing content brings: Value to the recipient to gain attention and response Value to the recipient's community to encourage sharing and gain attention and response from that community Value to the sender the attention and response makes a difference to your business goals Source: Smart Insights

13 content elements Keep things fresh by rotating regularly through these content pieces. 13 How-tos and tips Upcoming events and specials Showcase patient stories (get permission first!) Get to know your doctors and staff Ask for online reviews and feedback Polls, surveys, quizzes and create a call-to-action every time

14 design tips Remember there is a person at the other end of your Easy reading An adult s attention span is, on average, 8 seconds long, so structure your design for quick reading. Short paragraphs connected to great images in an easy-toread format. Whitespace Use plenty of it, but not so far apart that it looks like the has ended prematurely. Spacing can go a long way to giving your s that well-crafted look and making your key messages pop.

15 design tips Include alt text for your photos and images for those s that don t populate. 15 PHOTOGRAPHY Take good quality photos. Or curate images through good photography websites (avoid cheesy stock photos!). Options for free images include Canva and Unsplash. Or pay for Adobe Stock or Death to Stock. Short videos Videos have been shown to nearly triple ROI over static s. Including a video in an campaign can increase click-through rates by 96 percent.

16 design tips Don t use too many symbols, exclamation points, broken links, or distracting backgrounds. 16 Use of icons Icons are a great way to add another visual element to your newsletters. Here are a few places to find free and inexpensive icons online: Noun Project and Dry Icons. BALANCE The balance between information and design makes it easy to follow along. Each section covers a different topic while incorporating graphics, photography, and a small amount of text.

17 Good address lists aren't for sale And other reasons why buying an list will hurt your marketing efforts. 17 Reputable marketing services don't let you send s to lists you've bought. You'll harm your deliverability and IP reputation. Good address lists aren't for sale. You can come across as annoying. People on a purchased or rented list don't actually know you. Your service provider may penalize you. Source: Hubspot

18 grow Your list organically 18 Provide a sign up on your website homepage Encourage sign-up in your welcome & patient intake Include link on the patient portal Encourage patients to follow you on social media ask patients to refer family & friends Grow your list organically with new patients, former patients, referrals, community contacts.

19 Put security first 19 One of the biggest differences between healthcare and other industries is the importance of privacy. Even a general message can be viewed as personal information by patients. Most are worried about the data that healthcare providers possess. In a survey of healthcare industry employees, 63% of employees believe their organization has experienced a data breach. The key to long-term marketing effectiveness in healthcare is trust. Ensure all systems and processes are secure access to patient personal information as well as your marketing platforms use marketing tools that are HIPAA-compliant: MailChimp, Drip, Prosperworks, and Agile CRM

20 Follow legal requirements Know how to stay compliant with U.S. CAN-SPAM Act requirements 20 Tell recipients how to optout of receiving future s from you. Monitor what third parties are sending on your behalf because you re still legally responsible. Honor all opt-out requests within 10 business days. Your message must include your valid physical postal address. Don t use false or misleading subject lines or header information. Identify your message as an ad, with some leeway. Source: Federal Trade Commission

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22 Thank you & Questions 22 Clarify. Communicate. connect. Full Tilt Consulting Contact: Lisa Tilt, President (404) FullTiltConsulting.com