The document outlines a three-step approach to marketing that emphasizes building relationships with consumers instead of merely relying on product availability. It suggests defining target audiences, engaging stakeholders, and optimizing marketing tactics through data analysis and tailored content. The importance of continuous measurement and adapting strategies based on consumer behavior is also emphasized.

1. Three Steps to
Marketing Like a Retailer
Because “Build it and they will come”
doesn’t work
May 1, 2015

2. ACA
Access to information
Ability to shop
Custom products
Financial implications

3. Build
relationships
with consumers,
not patients

4. 30,000
brand
messages

5. 72%
have searched online for health information

6. 65%
use WebMD

7. How do you build relationships?
Define
Engage
Optimize

8. © 2014 Capstrat LLC
All Rights Reserved
Defining your
target audiences

9. Success requires
specificity

10. What do they think?
What do they
need and want?
How do they
behave?

11. Tailor a plan
that fits your
budget and
infrastructure

12. Engage the stakeholders
who shape your brand

13. © 2014 Capstrat LLC
All Rights Reserved
Large-scale
approach

14. Develop an
understanding from:
CRM/database audit
Website audit
Competitive audit
Media audit

15. Measure consumer attitudes
through opinion polls
and focus groups

18. © 2014 Capstrat LLC
All Rights Reserved
Small-scale
approach

19. Your database is
not just a database

21. A well-crafted search campaign can also
target people searching for your services

22. Track and
segment

24. Audience personas
become your
foundation

25. © 2014 Capstrat LLC
All Rights Reserved
Engage your
audiences

26. For each persona:
Map the journey
Plan the tactics
Share the right content

27. © 2014 Capstrat LLC
All Rights Reserved
Map the journey

28. Connecting with consumers is a journey, not a destination

29. © 2014 Capstrat LLC
All Rights Reserved
Plan the tactics

30. Integrate communications tactics for maximum impact
PAID OWNED EARNED

32. Owned

33. Owned

34. Paid

35. Earned

36. © 2014 Capstrat LLC
All Rights Reserved
Share the
right content

37. …to the right people, at the right moment and in the right way

41. © 2014 Capstrat LLC
All Rights Reserved
Always be
optimizing

42. Scale Measurement
Google Analytics
+
Facebook Insights
+
Email platform analytics
or
CRM

43. Measurement Framework

46. Site Statistics
Comparison of Campaign Performance
1,658
1,513
1,270
1,965
2,296 2,324 2,331
0
500
1000
1500
2000
2500
3000
May Jun Jul Aug Sep Oct Nov
Visits
4268
3903
3140
4487
5157
4920
5225
0
1000
2000
3000
4000
5000
6000
May Jun Jul Aug Sep Oct Nov
Pageviews
2.57 2.58 2.47
2.28 2.25
2.12
2.24
0.00
0.50
1.00
1.50
2.00
2.50
3.00
May Jun Jul Aug Sep Oct Nov
Pages/Visit
66.9
68.5
68.3
70.5
70.9
72.4
72.1
64.0
65.0
66.0
67.0
68.0
69.0
70.0
71.0
72.0
73.0
74.0
May Jun Jul Aug Sep Oct Nov
Bounce Rate
2.08
1.85
1.51
1.95
2.21
2.00
1.16
0.00
0.50
1.00
1.50
2.00
2.50
May Jun Jul Aug Sep Oct Nov
Time on Site
89.2
87.9
88.7
72.3
77.2
79.3
80.5
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
May Jun Jul Aug Sep Oct Nov
Percent New Visitors

47. Questions?

48. Kelly Calabria
kcalabria@capstrat.com
919-882-1983
kellylucascalabria

49. “Start from
where you are.”
Pema Chodron