Jason Larsen: Building your Direct Care Marketing Plan
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This document provides guidance on building a direct care marketing plan to attract and retain ideal membership. It recommends: 1) Profiling the ideal member by giving them a specific name and backstory to personalize the target audience. 2) Clarifying the core message by focusing on being a guide rather than hero and keeping the message simple and clear. 3) Designing a membership funnel with various touchpoints to generate leads and move prospects through interest, education, and retention stages. This includes strategies like ads, articles, seminars, and delivering an excellent member experience.
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Jason Larsen: Building your Direct Care Marketing Plan
- 1. Building Your Direct Care Marketing Plan How to attract and retain the ideal membership panel © 2018 Jason Larsen |Relic Health
- 2. Richard Edgerly, MD Holly Porter, LMHCJason Larsen
- 3. Staff: 7 Total 2 Physicians 1 Mental Health Counselor 3 Office staff 1 Reception, 2 Office Assistants 1 Me
- 4. Yakima, WA 92,000 within city limits Greater Yakima Valley ~250,000 Only DPC clinic within 75 miles
- 8. 1) Profile your ideal member
- 9. 1) Profile your ideal member - Be specific - Give them a name - Give them a story
- 10. 1) Profile your ideal member Example: Angela - Married to John - 2 kids: Alex and Max - Works part-time, husband full-time
- 11. 2) Clarify your message
- 12. 2) Clarify your message You are not the hero You are the guide Make it simple Make it clear
- 14. Design your membership (sales) funnel
- 15. Radio Lead Generation Interest / Capture Education Membership Retention Search Engine Optimization TV Ads or news stories Newspaper Ads / Articles Facebook Ads Google Ads Website Phone Calls Google Business PageBusiness Groups Seminars Call to Action Town Hall Webinars Videos FacebookEmail List The Experience
- 16. Radio Lead Generation Interest / Capture Education Membership Retention Search Engine Optimization Newspaper Articles Facebook Ads Website Phone Calls Google Business Page Seminars Call to Action Videos Email List Delivering on Same-Day Appointments Helpful & Friendly Staff
- 17. Rinse and Repeat 1) Profile the ideal member (decision-maker) 2) Clarify your message 3) Design your membership / sales funnel
- 18. Resources... 1) Relichealth.com/hint 2) jason@relichealth.com 3) Storybrand.com 4) 5minutemarketingmakeover.com
Editor's Notes
- We opened in January of 2014. Meeting with Rick - thinking this is going to be easy. Especially b/c we got addresses Our marketing plan was: sending out letters Building a great website, doing some SEO Getting written about in the newspaper and on TV news stations, trusting they would explain it clearly We didn’t completely fail, but we had a wake up call. We weren’t seeing the growth we wanted, so we got serious about marketing - failed some, had some success First, here’s an overview of who we are, to give you some context...
- You most likely solve one of the following problems as a DPC clinic… access to healthcare, healthcare cost, improved outcomes (are there more?). What will their life look like if they become a member?
- You most likely solve one of the following problems as a DPC clinic… access to healthcare, healthcare cost, improved outcomes (are there more?). What will their life look like if they become a member?
- You most likely solve one of the following problems as a DPC clinic… access to healthcare, healthcare cost, improved outcomes (are there more?). What will their life look like if they become a member?
- You most likely solve one of the following problems as a DPC clinic… access to healthcare, healthcare cost, improved outcomes (are there more?). What will their life look like if they become a member?