Ensuring Marketing Success in Healthcare

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Companies that are hoping to stay relevant in the Healthcare vertical need to understand the enormous challenges facing them in the rush to meet the needs of each patient and consumer. This presentation will help define some of the key issues that need to be considered.

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Ensuring Marketing Success in Healthcare

  1. 1. Direct Choice Inc. 480 East Swedesford Road, Suite 210 Wayne, PA 19087 610-995-8204 www.directchoiceinc.com Email: nlanzi@directchoicein.com© Direct Choice, Inc. 2011. All rights reserved. 1
  2. 2. The Healthcare Marketing Landscape… In the shadow of the numerous compliance and regulatory policies that are currently – and will be – in existence, companies that are hoping to stay relevant in the Healthcare vertical need to understand the enormous challenges facing them in the rush to meet the needs of each patient and consumer. Additionally, marketing in this vast space has become increasingly more comprehensive. Campaigns have to be well thought out and streamlined to achieve maximum benefit, while also staying within the legal parameters. Whether it be Product Launches or Physician Programs; Patient Compliance Initiatives or Brand Acquisition Programs, choosing a marketing strategy cannot be done without significant due diligence.© Direct Choice, Inc. 2011. All rights reserved. 2
  3. 3. Ensuring Marketing Success in Healthcare – What you will learn… • The questions Healthcare Companies in need of Marketing Assistance SHOULD be asking… • How WE know the answers… • The components of a fully-developed Healthcare Marketing Proposal…© Direct Choice, Inc. 2011. All rights reserved. 3
  4. 4. What makes today’s Healthcare Marketplace so DEMANDING? Role of data HIPAA and 65+ market regulatory Structure (CMS, DOI, etc.)© Direct Choice, Inc. 2011. All rights reserved. 4
  5. 5. How to determine gaps in your Healthcare Marketing Strategy • Are your current response rates all that they could be? • Are brokers your only channel for small group? • Are you spending a ton of money on DRTV? • Are your renewal rates less than 95%? • Are you cross-selling actively or not at all? • Are your brokers as happy as they could be?© Direct Choice, Inc. 2011. All rights reserved. 5
  6. 6. How WE know the answers… About Direct Choice Direct Choice, Inc. is a full-service agency dedicated to the sophisticated demands of the next evolution in direct marketing for national and regional brands. We believe in one-to-one dialogues with individual prospects and customers. Our cost-effective, multi-channel strategies are focused on an integrated approach, meeting each consumer or business decision-maker where they live, breathe and work. To make it happen, we deploy full services for our partners, including data-driven strategy, planning, media optimization, multimedia on- and offline creative tools and total turnkey production services.© Direct Choice, Inc. 2011. All rights reserved. 6
  7. 7. How WE know the answers (continued)…. • Founded in 1995 • Located in the Philadelphia, Pennsylvania area. • Specialists in ROI and Data-centric lead generation. • Acquisition and CRM / Retention Specialists for both Individual and Small Group Clients. • Significant Blue Cross Blue Shield experience. • Winner of numerous awards, including the National Center for Database Marketing Gold Excellence Award (CRM).© Direct Choice, Inc. 2011. All rights reserved. 7
  8. 8. How Healthcare Companies determine Marketing Solutions… • Strategic Planning and Development ideas. • Integrated Creative Research and Execution. • Online (Appvertising™, Website, Landing Page, Email, PURLs, Social Media, etc.). • Media (Planning, Buying & Placement, Lists, Analysis, etc.). • Production (Print, Mailshop, DRTV, Radio, Tradeshow). • Telemarketing (Inbound, Outbound, ASR/IVR, Scripting, Appointment Setting). • Problem Solving and Rapid Response. • Simple-to-Complex Fulfillment (Product, Medical Device, Literature, Pharma, Rebate Checks, FDA & ISO 9000 Certified). • Compliance with Federal Organizations and Regulations (CMS, DOI, HIPAA, MIPPA, etc.). • Measurement and Analytic Capabilities (Segmentation, Customer Analysis, Lifetime Customer Value, etc.)© Direct Choice, Inc. 2011. All rights reserved. 8
  9. 9. Components of a Successful Marketing Pitch to Healthcare Companies • Direct Response TV / Radio Strategy • Search Engine Optimization (SEO) Strategy • Direct Mail Fulfillment Strategy • Outbound Telemarketing Strategy • Order Capture / Inbound Telemarketing Strategy • Public Relations Strategy • Non-Conversion Strategy • Analytics and Monitoring Strategy© Direct Choice, Inc. 2011. All rights reserved. 9
  10. 10. Questions to Address for a DRTV / DR Radio Investment Goal of Segments: Objective, Creative and Offer: • Driving product and brand • Media buy Strategy and awareness Principles • Generating leads and • Production Costs sales • Talent Acquisition • Video Development, Testing Target Audience: and Launch • Primary End User • Primary Target Supplements: • Sweet Spot • Editing for Offers and “800 • Historical Results Number” Campaigns • URL and Inbound phone response channels • In-Flight media management Tracking and Reporting© Direct Choice, Inc. 2011. All rights reserved. 10
  11. 11. Questions to Address for a SEO Investment Keyword Development: • Industry-relevant words and phrases based on industry-related searches • Development based on company philosophy and goals • Social Media research (e.g. Twitter “Hashtags”) • Interactions • Competition Keyword Management: • Scheduling of use • Set up of “Listening Tools” • Monitoring / Refinement based on quality and analytics© Direct Choice, Inc. 2011. All rights reserved. 11
  12. 12. Questions to Address for a Direct Mail Fulfillment Investment Customized Package Development: • Tailored vs. one-size-fits-all • Full compliance (HIPAA/MIPPA, CMS, DOI, ISO9000, FDA, etc.) • Literature and product fulfillment kits Capabilities: • Timeframes • Efficiency standards • Accuracy records© Direct Choice, Inc. 2011. All rights reserved. 12
  13. 13. Questions to Address for an Outbound Telemarketing Investment Scripting Strategically researched markets Custom Database with scrubbed list. List Acquisition / “Do Not Call” List Records Call Center Training© Direct Choice, Inc. 2011. All rights reserved. 13
  14. 14. Questions to Address for an Order Capture Investment Inbound Telemarketing Set-Up • Capture media-driven phone responses • Determine whether priority is on Conversion vs. Qualifying “Landing Page” for online orders Rules and policies to define “qualified” leads Training for call-center representatives. Demographic information for potential future expansion: • Age • Gender • Calling for themselves or for someone else • Geography© Direct Choice, Inc. 2011. All rights reserved. 14
  15. 15. Questions to Address for a Public Relations Investment Media List Development • Mainstream and Trade Publications • Television / Radio Media Relationships and Placement History Press Kit Development • Press Releases • One-pagers • Whitepapers • Supplemental Materials Event Planning© Direct Choice, Inc. 2011. All rights reserved. 15
  16. 16. Questions for a Non-Conversion Strategy Investment Rules and policies to define “qualified” leads for prospects that respond, but do not purchase. Non-conversion fulfillment package to lift overall response. Outbound telemarketing follow-up strategy© Direct Choice, Inc. 2011. All rights reserved. 16
  17. 17. Questions for an Analytics and Monitoring Investment Visibility and metrics from campaign to conversion Monitoring and reporting from all touch-points Data consistency across all customer interactions Access to reporting for campaigns at-a-glance Visibility into whats working, and whats not Profiles of promising prospects for targeted follow-up© Direct Choice, Inc. 2011. All rights reserved. 17
  18. 18. We have the Answers to Your Healthcare Marketing Questions Nick Lanzi, President Far from a figurehead, Nick is a hands-on presence at Direct Choice, bringing his industry-leading experience in key areas, including fulfillment and partner relationships in addition to his leadership role. He is a pioneer in direct marketing customized fulfillment concepts with such clients as Sprint and Roche Diagnostics. His solutions have revolutionized turnaround times and customization capabilities for marketers in diverse verticals. Nick began his direct marketing career at Devon Direct/Euro RSCG and is an alumnus of The Pennsylvania State University. Direct Choice Inc. www.facebook.com/directchoiceinc 480 East Swedesford Road Suite 210 www.twitter.com/directchoiceinc Wayne, PA 19087 610-995-8204 www.directchoiceinc.com www.linkedin.com/company/direct- choice-inc Email: nlanzi@directchoicein.com http://www.youtube.com/directchoiceinc© Direct Choice, Inc. 2011. All rights reserved. 18

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