Make Multi-Channel Marketing Campaigns Work For Your Larger Business Strategy
When you got your first job out of college, it likely wasn’t exactly what you dreamed you’d be doing or even all that well paying. You probably still lived with a roommate or two (or three), and stretched between rent, food, student loans, and other bills, paydays felt like winning the lottery … until that next bill came in the mail. Living that paycheck-to-paycheck life was a lot to manage.
And today, as a healthcare marketer, you probably still feel like you have a lot to manage, between:
- Acquiring new patients
- Growing service lines
- Promoting preventative care
- Retargeting web visitors
- Optimizing search and social ads
- Nurturing and engaging consumers across email and print
- Making sense of all that data and proving ROI
To balance all these competing goals, you need a solid strategy, something to take you beyond living campaign-to-campaign like living paycheck-to-paycheck. You need that big picture plan that allows you to invest in your future, from both a job-security and an organizational-growth perspective.
You may know how to get quick wins with smart social campaigns or a solid search marketing plan, but after the campaign ends, can you evaluate and learn from its strengths and weaknesses? Do you have the tools to use that data to improve with your next campaign and connect all the moving parts to your organization’s goals on the whole?
Gartner’s research has found that today’s marketers need more than just analytical and content marketing competency, across channels, they also need the right technology with automation and infrastructure support to accomplish their broad scope of goals. Which means a cohesive multi-channel marketing strategy is more important than ever.
To begin on a big picture plan, you need to write down your goals and strategies, because research has shown that organizations who put their marketing plans in writing are more likely to succeed. As you create your healthcare marketing strategy, begin with these three questions:
1. Do you know which types of messages work best in which channel? (i.e. HRA completion campaigns are more successful in social channels and location-specific provider campaigns work well in search.)
2. Do you know how to personalize campaigns from digital variable printing to identifying exactly the right audience on Facebook? (Or are you wasting money by targeting too broad an audience?)
3. Can you track multiple campaigns across multiple channels of execution and aggregate their performance data in real-time?
Once you have a handle on your current resources, you start to see areas where the right technology can simplify your life by helping you manage and assess all those simultaneous projects.
To see how you stack up with your multi-channel marketing strategy, request a free assessment.