3 steps to marketing like a retailer, for healthcare organizations
TRANSCRIPT
![Page 1: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/1.jpg)
Three Steps to Marketing Like a Retailer#CapstratHC
April 7, 2015
![Page 2: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/2.jpg)
ACAAccess to information
Ability to shop
Custom products
Financial implications
![Page 3: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/3.jpg)
Buildrelationshipswith consumers,not patients
![Page 4: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/4.jpg)
30,000brandmessagesdaily
![Page 5: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/5.jpg)
72%have searched online for health information
![Page 6: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/6.jpg)
65% use WebMD
![Page 7: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/7.jpg)
How do you build relationships?
Define
Engage
Optimize
![Page 8: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/8.jpg)
© 2014 Capstrat LLCAll Rights Reserved
Defining yourtarget audiences
![Page 9: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/9.jpg)
Success requiresspecificity
![Page 10: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/10.jpg)
What do they think?
What do theyneed and want?
How do theybehave?
![Page 11: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/11.jpg)
Tailor a planthat fits yourbudget andinfrastructure
![Page 12: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/12.jpg)
Engage the stakeholderswho shape your brand
![Page 13: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/13.jpg)
© 2014 Capstrat LLCAll Rights Reserved
Large-scaleapproach
![Page 14: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/14.jpg)
Develop an understanding from:
CRM/database audit
Website audit
Competitive audit
Media audit
![Page 15: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/15.jpg)
Measure consumer attitudesthrough opinion pollsand focus groups
![Page 16: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/16.jpg)
© 2014 Capstrat LLCAll Rights Reserved
Small-scaleapproach
![Page 17: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/17.jpg)
Your database isnot just a database
![Page 18: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/18.jpg)
Use it to find look-alike audiences via Facebook and display ad networks
![Page 19: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/19.jpg)
A well-crafted search campaign can alsotarget people searching for your services
![Page 20: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/20.jpg)
Track and segmentbased on who engages with your message
![Page 21: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/21.jpg)
Audience personasbecome your foundation
![Page 22: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/22.jpg)
© 2014 Capstrat LLCAll Rights Reserved
Engage youraudiences
![Page 23: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/23.jpg)
For each persona:
Map the journey
Plan the tactics
Share the right content
![Page 24: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/24.jpg)
© 2014 Capstrat LLCAll Rights Reserved
Map the journey
![Page 25: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/25.jpg)
Connecting with consumers is a journey, not a destination
Create content for key decision points in a persona’s journey
![Page 26: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/26.jpg)
© 2014 Capstrat LLCAll Rights Reserved
Plan the tactics
![Page 27: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/27.jpg)
Integrate communications tactics for maximum impact
PAID OWNED EARNED
![Page 28: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/28.jpg)
![Page 29: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/29.jpg)
© 2014 Capstrat LLCAll Rights Reserved
Share theright content
![Page 30: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/30.jpg)
…to the right people, at the right moment and in the right way
![Page 31: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/31.jpg)
© 2014 Capstrat LLCAll Rights Reserved
Always beoptimizing
![Page 32: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/32.jpg)
Scale Measurement
Google Analytics+
Facebook Insights +
Email platform analytics
or
CRM
![Page 33: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/33.jpg)
Measurement Framework
![Page 34: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/34.jpg)
Questions?
![Page 35: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/35.jpg)
Kelly [email protected]
919-882-1983
Mike [email protected]
919-745-3677
mkondratickkellylucascalabria
![Page 36: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/36.jpg)
“Start fromwhere you are.”
Pema Chodron
![Page 37: 3 Steps to marketing like a retailer, for healthcare organizations](https://reader036.vdocuments.site/reader036/viewer/2022062514/55b6dd22bb61eb12598b4712/html5/thumbnails/37.jpg)