healthcare marketing today making radio relevant presented by: monica wurstle, president a...
TRANSCRIPT
Healthcare Marketing Today
Making Radio Relevant
Presented by:Monica Wurstle, President
A full-service healthcare consulting firm [email protected]
Naples, Florida
239-537-8377
RADIO RADIO ADVERTISING ADVERTISING
BUREAUBUREAU
INDUSTRY FEAR FACTORS – 4 R’S
REFORMMedicare, EHR
REGULATIONCompliance, HIPAA, Accreditation, Licensing
REIMBURSEMENTInsurances, Bad Debt
RECESSIONEncroachment, Under Utilization, Charity Care
Fear of Advertising – Why Radio ?
Dailies? Weeklies? Television? Radio?Website? Direct Mail? Pay Per Click?E-Newsletter? Yellow Pages?Community Events?Sponsorships? Hospital Events?Physician Marketing ? Lifestyle Magazines?Medical Society Initiatives?
Overcoming Perceptions about Radio
Fear of Peer Perceptions
Good Doctors don’t need to advertise. Advertising makes me seem desperate.I need to build referrals not advertise.
ANSWER
Doctors are Consumers Too !
Overcoming Perceptions about Radio
Fear of RadioRadio is hard to do, time consuming and
expensive. “I’ve spent money on ads and got no results.”
Newspaper, Magazine is easier.
ANSWER
Show, Don’t Tell !
Overcoming Perceptions about Radio
Fear of Cost versus Return on InvestmentYellow Pages cost a lot but all my patients use the
phonebook.I spent money on internet and am not getting a thing
from it.We don’t track where new patients are coming from.
ANSWER
Reach, Frequency, Traffic, Call to Action !
NEVER GIVE UP
48% Never Follow up with a Prospect
25% Make a 2nd Call then Stop
12% Make a 3rd Call then Stop
Only 10% of Sales Pros Go Beyond 3 Contacts
80% of Sales Made on 5th to 12th Call !
You’re in the Door – Now What?
Ask the Right Questions –
What do they want… not What do you need to sell
Know Their Business, challenges and opportunities Research the providers competition Review your resources - add value
BE THE MARKETING PARTNER THEY TRUST AND TURN TO.
What They Want – Ask Yourself?
HOW WILL MY STATION HELP YOU …
Increase Volume of Preferred / Insured Patient
Increase Physician Referrals / Utilization
Increase Revenue, Control Expenses - ROI
Gain Respect / Awareness by Patients and Colleagues
BE KNOWN AS THE EXPERT IN YOUR FIELD
Research - What to Ask & Why
Define what the provider wants to achieve.
RevenuePatients Recognition as brand leader / expertMarket Share Expand practice – new physician, office,
service
What are the top 5 services you provide? What part of business would you like to grow? How will you measure or track the success of your
advertising? What is your Call to Action
The Ultimate Insiders Tip
The Continuum of Care Generate New Sales, Bigger Deals,
Long Term Relationships
- Think, Work and Create like the Providers Do- Build prestige, strength and referrals among
participating providers- Provide affordable introduction into broadcast
- Position station as The Community Health Partner- Capitalize on National Health Observances
A Continuum of Care Women’s Health
WOMEN
Obstetrics Gynecology
Low Risk -
High Risk
Childbirth, Midwifes
Reproductive
Perinatology Neonatology
IVF - Genetics
DME - Safety
Family Planning
Male Urology
Pediatrics
PediatriciansSub -Specialists
Women’s Health Continuum continued
WOMEN
Gynecology
Annual ExamsAdolescent
Teen Health
MammographyLaboratory
Uro-gynecology
AgingMenopause
Pelvic DisordersOrgan prolapse
MammographyBone Density
Cancer, SurgeryMedication
Counseling, Diagnostics,
Rehab,
BladderIncontinence
Surgery, MedsRehab, Nutrition
Counseling Fitness, Support
Cancer,Orthopedics
DiagnosticSurgery, Meds
Counseling, DMEPlastic Surgery
Women’s Health CampaignPackage Options
10 – 15 spots Medical Minute – on air/online rotate experts
Web Banner w/link & SEO 10 fixed sponsor billboards Tell A Friend on air/online, social networking
Wellness Event - at Mall, at hospital, multi-sites
Women’s Nite Out – at Conference Center, Hotel, Restaurant, Hospital …
A Continuum Review– by DiagnosisDIABETES
Adult &Pediatric
Internal MedFamily Practice
OB/Gyn
CardiologySubspecialty
VascularVein Centers
OpthalmologuOptometry
Vision Centers
ENTsHearing Centers
Hearing Aids
PodiatryFoot & Ankle
Specialty Shoes
KidneyNephrology
Urology
NeurologyNeuropathy
HeadacheSleep
PharmacyDME
Grocery Stores
Wellness,Support Groups
Hospital,ADA DiabetesEducation
Weight LossFitness Centers
EndocrinologyOrthopedics
Rheumatology
Diabetes Health Campaign Observances
March, April, May – 13 weeks Diabetes Day Kidney Month Vision Month Foot Health Month Women’s Eye Health Month Hearing Month – Lifestyle radio Stroke Month Physical Fitness Month Irritable Bowel Month
Provider Campaign Observances
March, April May – 13 weeks
Doctor’s Day, March 30 Health care Volunteer Week Lab Professionals Week Nurses Week Hospital Week Nursing Home Week Emergency Services Week Medical Transcriptionist Week
Seasonal Health Campaign
June, July, August – 13 weeks –Family Fitness
Summer is A Great Time to Get Fit Schedule elective procedures, annual check-ups,
screeningsProvider Volumes Down
Men’s Health Month, June Women’s, Children Health – July, August Back-to-School, Immunization Month
Using the Continuum to Plan, Propose and Sell
Station Support is CRITICAL to Success Define Group of “like” services, package and sell. Add value of station resources – Website, print, promos Proven Campaigns :
Fixed billboards, sponsorships – Your Health by … Medical Minute – health news breaks Your Diabetes Health Station Talk Stations - Forum on (Disease, Lifestyle, Topical issues) Tell-A-Friend – 6 to 13 weeks (facebook, twitter, myspace) Women’s Nite Out – 2 or 3 times a year Health Fairs, sponsorships, events – annual Medical Societies, Medical Affairs, Medical Ed sponsorships
Don’t Forget Your Website !
RADIO AND THE WEB – THE NEW POWER COUPLE
Use your Traffic, SEO, Metrics to Entice Providers
Use Your Newsletter Subscribers for Extended Promotions
Use Podcasting to Create Win-Win Internet Marketing
Create New Value for Your Advertisers
WHEW ! It’s Over !
Healthcare is complex – World of Opportunity
Understand Fears to Gain Respect and Overcome Objections
Use the Continuum and Observances to Create multi-faceted campaigns to MANY not just a few
Promote, package and sell ALL your station’s strengths and resources
Position your station as the HEALTH EDUCATION STATION
Thank You for This Opportunity!
National lecturer on Healthcare Topics providing on site training, workshops and seminars to improve sales and understanding.
Strategic & Tactical Marketing Plans Branding & Identity Logo development and collateral materials Campaign Development & Implementation Print, Broadcast and Online Advertising Patient, Consumer, Physician Relations Community Outreach & Special Events Marketing Research and Tracking Patient Satisfaction Customer Service Training Internet Strategy, Websites, SEO, PPC, Social Media
Monica N. WurstlePresident,
Healthcare Consultant
239-537-8377
Naples, Florida