Modest Research Reaps Big Marketing Benefits<br />AMA Health Care SIG<br />
Lyn Wineman<br />President & Owner <br /> Wineman Communications Group<br />Director of Marketing<br /> Tabitha Health Care Services<br />22+ Years of Health Care Marketing Experience<br />BryanLGH Medical Center, BryanLGH Heart Institute, LifePointe<br />York General Hospital<br />Nebraska Heart Institute<br />Beatrice Regional Medical Center<br />Advanced Medical Imaging<br />Legacy<br />Vetter Health Services<br />Tabitha Health Care Services<br />
Overview<br />Understanding the needs, concerns, and motivations of your target audience is key to developing effective marketing and communication strategies. Yet, in today’s economy many healthcare organizations are hesitant to conduct the research necessary to gain these crucial insights because of budget constraints. This presentation will demonstrate how research insights can be used to create effective marketing communications and explore various economical, yet effective research options.<br /> As marketers, if we are not in touch with the motivations of our target audience we are not able to do our jobs effectively.<br />
When to invest in Research<br />Before making a significant change in your business model.<br />Before making a significant marketing expense. (If you are going to launch a million dollar marketing campaign – it is not unreasonable to spend $25,000 to $100,000 on research)<br />If you are being compensated based upon metrics related to the success of a campaign.<br />If you do not feel comfortable conducting the research on your own.<br />
Cost-Effective Research Techniques<br />In-depth Interviews<br />Focus Groups<br />Quantitative Surveys<br />Secondary Research<br />Competitive Research<br />Communications Audit<br />Qualitative research generally takes the form of a discussion. You speak with fewer people and seek out ideas, concepts and reactions.<br />Quantitative research is mathematical. It helps project the percentage of an audience that is likely to react in a specific way. For accuracy, larger representative samples are necessary.<br />
In-depth Interviews<br />Fifteen to twenty minute interviews with important members of your audience.<br />Identify a list of contacts, 3x the total that you need.<br />Interview 6-8 people per audience.<br />Establish a list of questions. <br />Challenge yourself to understand how you will use the feedback for each question.<br />Set appointments and send questions in advance.<br />Always discuss the answers, even if the subject has typed their responses.<br />Record the session for reference, do not transcribe.<br />Take good notes and fill in the blanks once the interview is completed. <br />At the end of the interview, ask if you can use quotes for future marketing efforts.<br />What is it:<br />Tips & Tricks<br />When do you use it:<br /><ul><li>When you want to ask a lot of how or why questions and understand audience experiences.</li></li></ul><li>Focus Groups<br />Recruit 10 to 14 participants per group. Expect that you will have a couple of “no-shows”.<br />Offer a gift card or cash compensation. Depending on the audience this could be $10 to $250.<br />Create a moderator guide that is reviewed by stakeholders in advance. <br />Ask an introductory question to generate discussion.<br />The moderator must be neutral and not influence the conversation.<br />Video or audio tape for reference.<br />Manage the group to balance participation.<br />Schedule multiple groups.<br />Write up your notes immediately following the group.<br />A group discussion with 5 to 10 people that represent your audience.<br />What is it:<br />Tips & Tricks<br />When do you use it:<br /><ul><li>When you want reaction to ideas or concepts.
When you want to explore ideas or have members of your audience help brainstorm solutions.</li></li></ul><li>Quantitative Surveys<br />Set up an account at www.SurveyMonkey.com. Start with the FREE package and upgrade if needed.<br />Send to a representative sample of your audience. <br />The larger the list, the greater the accuracy.<br />Format your questions with tabulation in mind.<br />Minimize open-ended questions.<br />Know how you are going to use the answers to questions.<br />Keep it short.<br />Minimize demographic questions.<br />Depending on the audience and subject matter you may need to offer a stipend. Consider a drawing for an appropriate prize.<br />If you say it’s anonymous, keep it anonymous.<br />Short survey that is completed by a large representative sample.<br />What is it:<br />Tips & Tricks<br />When do you use it:<br /><ul><li>When you want to understand how the majority of your audience will react to specific questions.
When your audience would prefer to answer anonymously.</li></li></ul><li>Secondary Research<br />Marketing associations: www.MarketingPower.com<br />Industry associations.<br />Industry publications.<br />Competitors websites or newsletters.<br />“Google” key phrases of what you are looking for.<br />Search for “nuggets” of information that fit your needs.<br />Consider the source.<br />Understand the methodology.<br />Use the information for reference.<br />May be available for purchase.<br />May help you in forming or validating your own research.<br />Research that was done by another organization that has been made public.<br />What is it:<br />Tips & Tricks<br />When do you use it:<br /><ul><li>Whenever it’s available.
When you don’t have the budget to do your own research.</li></li></ul><li>Competitive Research<br />Identify your competitors, prioritizing top priority competitors.<br />Collect their marketing materials and study them. Understand how you are competitively unique.<br />Google your own organization and your competitors and see what appears.<br />Sign up for “Google Alerts”.<br />Sign up for your competitors mailings, e-newsletters or alerts.<br />Follow your competitors on LinkedIn, Facebook or Twitter.<br />Review competitive ads on the Journal Star Web site.<br />Don’t let this become an obsession.<br />Understand the messages that your audience is receiving, and how you will continue to differentiate.<br />A review of your key competitors marketing.<br />What is it:<br />Tips & Tricks<br />When do you use it:<br /><ul><li>When you want to ensure that you are being competitively unique and relevant to your market.
Avoid the urge to be reactionary – stick to your plan.</li></li></ul><li>Communications Audit<br />Start with a template of the information you want to collect. Generally this includes: vehicle, audience, objective and frequency.<br />Include current, discontinued and considered vehicles.<br />Include electronic communications.<br />Collect samples of the work.<br />Once the matrix is completed, review to determine which audiences are getting too much coverage and which are not getting enough communication.<br />Review the samples for consistency in brand and message. <br />If you have questions, reach out to members of your audience to ask questions.<br />Adjust accordingly.<br />A review of all of the communications vehicles used by your organization.<br />What is it:<br />Tips & Tricks<br />When do you use it:<br /><ul><li>When you want to identify gaps or overlaps in communicating with your priority audiences.</li></li></ul><li>Lyn Wineman<br />Wineman Communications Group<br />Lyn@WinemanCommunications.com<br />(402) 483-9922<br />Thank you!<br />