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[ Smith & Jones Webinar ] 2023 Healthcare Marketing Trend: Leveraging Growth Marketing
The document discusses the importance of growth marketing in healthcare, emphasizing the need for organizations to better utilize data to understand their marketing effectiveness. It highlights key marketing strategies such as content marketing, SEO, and conversion rate optimization, as well as the integration of CRM systems for targeted patient engagement. The document outlines various challenges and benefits of adopting a growth marketing approach, including accountability for marketing spending and improved patient outcomes.
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[ Smith & Jones Webinar ] 2023 Healthcare Marketing Trend: Leveraging Growth Marketing
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- 3. Meet the Authors KatieSorce Lisa Barone Paul Fahey
- 4. “Half the moneyI spend on advertising is wasted; the trouble is I don’t know which half” - John Wanamaker
- 5. When the Smith& Jones team wrote our Healthcare Marketing book, Under the Influence, back in 2018, we reported corporations were only tapping into about 5 percent of their data. In 2021, Wanamaker’s words still ring true as businesses struggle to organize and understand the abundance of data available to them. Now, with a pandemic and even tighter budgets, it’s time for healthcare organizations to be able to prove what’s working and what’s not once and for all. It’s time to work like a Growth Marketer.
- 6. Agenda What steps canhealthcare systems and hospitals take to better use and understand their data? In this webinar you’ll learn: • Marketing ≠ Advertising • What is “growth marketing” • Why hospitals need to think like lead-gen sales organizations • The metrics that matter - top, middle, and bottom-funnel • Best practices for driving growth in each journey stage • Tools to create dashboards that trustees will read and actually understand
- 7. What is “GrowthMarketing”
- 8. Let’s get onthe same page • Marketing is a broad term that encompasses all the activities a company does to promote and sell its products or services. • Advertising is a specific tactic within the larger marketing strategy.
- 9. Let’s get onthe same page • Marketing focuses on building relationships with customers and making sure they know what products or services your business provides. • Advertising focuses on getting specific messages out to your target audience in order to generate sales.
- 10. Growth Marketing Growth marketingis a strategy focused on long-term, sustainable growth. It combines traditional marketing tactics with data-driven approaches to drive meaningful results. The benefits of growth marketing for hospitals and health systems include increased website visibility, improved website performance, and increased customer engagement. Additionally, it can help increase website traffic, leads, and conversions
- 11. Growth Marketing -Example Content Marketing Content marketing is a growth marketing tactic used to attract and engage customers by providing useful, relevant, and valuable content. For hospitals and health systems, this could include creating informative blog posts, eBooks, whitepapers, and videos about various health topics.
- 12. Growth Marketing -Example Search Engine Optimization Search engine optimization (SEO) is another growth marketing tactic used to improve a website’s visibility in search engine results. For hospitals and health systems, this could include optimizing website content for relevant keywords, improving page load times, and improving website usability.
- 13. Growth Marketing -Example Conversion Rate Optimization Conversion rate optimization (CRO) is a growth marketing tactic used to improve the performance of a website or landing page. For hospitals and health systems, this could include testing different page layouts, testing different call-to- action buttons, and optimizing form fields.
- 14. Marketing as aRevenue Generating Department
- 15. Key Challenges • Increasedaccountability for return on marketing spend (ROMS, not ROI) • ”Growth Marketing” brings marketing and IT together • In the boardroom • On org charts • And in the entire digital continuum from ads to enterprise software • Automated measurement capabilities • Tools and talent in place? • Market segmentation for one-to-one patient-centric marketing
- 16. • Integration ofCRM and marketing/communications funnel • One-to-one marketing using the health engagement cycle • Track touch points that lead to new patients • Return on marketing spend (ROMS), in real time. • Net revenue per patient is the ultimate goal. Elusive, for most of us. A little deeper than 101 level course
- 17. CRM-Integrated Marketing with anEmphasis on One-to-One, Patient Centric Digital Tactics
- 18. CRM-Integrated Marketing with anEmphasis on Digital Tactics
- 19. CRM-Integrated Marketing with anEmphasis on Digital Tactics
- 20. Media Shift (espduring/after COVID) 13% 39% 48% ChangesinTraditional MediaBudgets Increasing Decreasing Remainingabout the same 84% 14% 2% ChangesinDigital MarketingBudgets Increasing Decreasing Remainingabout the same
- 21. Benefits • Greater responserate on marketing initiatives • Demonstrated ROMS through downstream revenue of procedures and encounters • Predictive modeling provides targeted marketing and one-to-one patient communications • Revenue growth within current patient base • Improved patient experience and clinical outcomes • Improved brand perception
- 22. Health System CRMData: 101
- 23. How it Works •Growth Marketing Strategy relies on the CRM • CRM insights help us see buying signals, understand behavior, and optimize campaign efforts
- 24. CRM Know Your Patients Integration of Data Sources Tracking All TouchPoints Data Driven Strategies How it works
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- 26. Integrate and ConnectSilos Growth Marketing Strategist
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- 31. Program Objectives: Bariatrics Identify/engageprospective patients, then assist them through and shorten the decision- making cycle for considering bariatric surgery. Advertising CTA: Information Sessions/Call Lead generation, capture to CRM, Automation, Retargeting Educational sessions Scheduled consultations Weight loss program
- 32. Program Objectives: Bariatrics Facilitatepre and post-surgical education to drive behavior change. Completion of patient program Completion of weight loss program Email open rates, drip email campaigns Completion of calls to action
- 33. Program Objectives: Bariatrics Leadpatients to better health outcomes by keeping them “on track” and engaging them much like a retailer would. Keeping weight off KPIs
- 34. Patient Engagement Cycle •search • evaluate/plan • qualify/prepare • surgery • follow-up • behavior change • success
- 35. Before and After(and both!)
- 36. Interactive patient education andonline patient assessment Mobile enabled experience from the beginning Online chat for those with hesitations Direct connect for scheduling appointments Pre-surgical Engagement
- 37. Post-surgical Engagement • Pushnotifications • Reminders via SMS • Micro educational content • Device integration • Aligned with clinical protocols
- 38. Demonstrating ROMS inRealtime
- 39. Streamline Reporting • Patientsper service line • Profiles • Cross-marketing of services • Patient comm preferences • Touch points of patients throughout system • New patients vs. recurring patients • Procedure targeting • Claims ($) per patient/procedure, by physician
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- 43. What This Meansto You • Growth Marketing relies on Strategy and Data (CRMs). • CRM-Integrated Marketing systems of today are a user- friendly business intelligence system • Provides data to move the dial on your organization’s business goals • Segments your service lines and markets to allow for one- to- one patient-centric marketing • Automates measurements • Ties your marketing tactics to downstream revenue
- 44. Final Considerations • Organizationalgoals • Service line growth strategies and objectives • Infrastructure and processes • Staff training and expertise • Integrate departments and technologies • Who to involve • Marketing • IT • C-suite • Patient experience teams • Business development • Service line VPs or directors • Communications team
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