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Marketing Tactics You Should Try Today presented at HITMC
Cheryl Pederzoli, a marketing manager at Quest Diagnostics, shares effective healthcare marketing strategies at a conference. Key topics include leveraging social media, automating marketing efforts, and optimizing webinars to enhance engagement with physicians and healthcare organizations. Pederzoli emphasizes the importance of tailored marketing approaches and the integration of sales and marketing insights for improved results.
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Marketing Tactics You Should Try Today presented at HITMC
- 1. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Marketing Tactics You ShouldTry Today Healthcare IT Marketing and PR Conference May 8, 2015
- 2. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● About the Presenter CherylPederzoli Marketing, Quest Diagnostics Cheryl Pederzoli has over 10 years of marketing experience in healthcare and has experienced first-hand the many ways to market to physicians and healthcare organizations. Enjoying the daily challenges that marketing brings, Cheryl's experience in social media, marketing automation, content marketing, and digital promotion has made her an expert in lead generation. Currently a marketing manager at Quest Diagnostics promoting their ambulatory technology solutions, Cheryl has seen tremendous success by taking advantage of the traditional and not so traditional tools available to marketers. Prior to joining Quest Diagnostics, Cheryl was the Marketing Director at Origin Healthcare Solutions driving sales of their software and services through strategic marketing programs and support of the sales team. She earned her Bachelor of Science in Business with a concentration in Marketing degree from the University of Connecticut.
- 3. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Agenda ● Experiences withSocial Media in Healthcare ● Automate Your Marketing ● Increasing the Bang of your Webinars ● Infographics, Direct Mail, Referrals and Google
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- 6. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Social Media Experiences Twitter FacebookLinkedIn Google + Outbound Marketing to Doctors, Hospitals and Health Systems ✓ Good for sharing and finding news Very little success ✓ Good for sharing and connecting with prospects SEO Outbound Marketing to Patients ✓ Sharing and receiving feedback ✓ Sharing and engaging Business Listings
- 7. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Social Media Embrace LinkedIn Lotsof ways to utilize 1. Paid display Ads ($) 2. Sponsor/paid updates ($) 3. Building a company page and posting news 4. Managing a group to engage clients or prospects 5. Participating in industry and groups discussions 6. Use to find and connect with prospects, consultants and influencers
- 8. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● LinkedIn Train Your SalesTeam LinkedIn requires 1-to-1 interaction. Your sales team must be involved if they want to close sales.
- 9. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Social Media Build aBlog Pivotal to many initiatives ● Content marketing ● SEO ● Storage of content to post to social channels WordPress is used by 60.4% of all the websites whose content management system we know. This is 23.8% of all websites. -W3Techs http://w3techs.com/technologies/details/c m-wordpress/all/all
- 10. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● 1. If youhave the time to use Social Media, use the right channel for your audience. 2. Embrace LinkedIn if you do B2B sales and train your sales team to use LinkedIn 3. Build a blog if you don’t have one. It will compliment your social media. Easy to setup one at Wordpress.com (they host) or install Wordpress on your webserver.
- 11. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Automate Your Marketing 59%of B2B Fortune 500 Companies Use Marketing Automation Healthcare Organizations using MA Avalere Health Boston Children’s Hospital GE Healthcare Kaiser Permanente Kindred Healthcare McKesson NextGen Healthcare Information Systems Quest Diagnostics-IT Division
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- 13. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Automate Your Marketing Selectthe Right Size Paid, Free, Wordpress Plug-Ins, eMail Services, Webforms
- 14. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Marketing Automation Resend Emails 1.Send email campaign 2. Wait 3-5 business days 3. Resend those those who did not open the first email Increase the number of people seeing your email by 50%
- 15. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Marketing Automation Train Salesto See the Insights If your marketing automation tool integrates with your Sales CRM... Your sales team can see what the prospect has received, opened, filled out or visited on your site.
- 16. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Marketing Automation Setup AutomatedAlerts to Sales Pick a reasonable action and set up an alert ● Lead score goes up ● Visits a webpage ● Opens an email ● Opens an email, visits 3 pages and hits a contact form without filling it out. !
- 17. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Marketing Automation Setup MarketingTriggers If someone does x, than do y. ● If someone visits a page about ICD-10, then send an email. ● If someone registers for a webinar recording, then present them a video and send an email with the link to get back to it.
- 18. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Marketing Automation Make achange based on results Pull reports. Compare campaigns. Make changes.
- 19. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● 1. Automate yourmarketing. You may be able to do it now or explore a new Marketing Automation solution. 2. Resend emails 3-5 business days later. 3. Train sales to see marketing insights. 4. Setup automated alerts to sales when leads show interest. 5. Setup marketing triggers when leads take certain actions to continue nurturing.
- 20. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Demonstrations Hot industry topics Productupdates Sponsor Test the length Webinars
- 21. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Webinars Registration Form If possible,use your own registration form (not the webinar provider) ● Perfect control over the form and landing page ● Registration confirmation email can be customized and open/clicks can be tracked
- 22. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Webinars Qualifying Questions On yourregistration form, ask questions that will help you prioritize follow-up. 1. You can prioritize calls regardless of whether they attended 2. If the webinar is far into the future, you can call qualified leads before the session happens.
- 23. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Webinars Keep the registrationpage up ● People will click outstanding invitations and register after the session has happened ● Create a process for those late registrations. o Automatic email response with link to recording o Alert to sales
- 24. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Webinars Use the recording Putthe recordings up on your website or blog with a form to fill out first. Either 1. Ask for minimal information to put the lead into your marketing database 2. Ask for enough information to send the lead to sales
- 25. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Webinars Use Marketing Automation ●Webinar registration and attendance influences the lead scoring. ● Assign hot leads to sales prior to the session. ● Send alerts to sales when you receive registrations post-session. ● Send follow-up emails and assign leads to sales. ● See the registration and attendance activities within your Sales CRM.
- 26. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Webinars 1. Register peopleusing your own form (not the webinar provider form). 2. Ask qualifying questions so it doesn’t matter if they attend or not. Spot hot leads prior to the session. 3. Keep the registration page up after the webinar happens. 4. Utilize the recordings to generate more leads. 5. Use your Marketing Automation solution to manage
- 27. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Create an Infographic Peoplelove to share them Utilize a graphic designer or search for a free infographic building site. They have longevity and are shared extensively.
- 28. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Creative Direct Mail Becreative ● Book or heavy package ● FedEx ● Wedding invitation Isn’t it worth $20 to get someone to talk with you?
- 29. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Ask for aReferral Formalize a referral program Incentive isn’t required...it will increase response Actively promote to clients Result: Quality leads with high close rates
- 30. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Update Your GoogleBusiness Listing New format (again) utilizing the Google+ ● Update company description (think SEO) ● Is the URL going to the right place? ● Add images
- 31. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● 1. Create aninfographic to push 2. Test creative Direct Mail pieces or packages 3. Create a formal referral program 4. Update your Google Business listing
- 32. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Let’s Connect Cheryl Pederzoli QuestDiagnostics Cherylped@Gmail.com or Cheryl.L.Pederzoli@QuestDiagnostics.com Twitter: Twitter.com/Cheryl_LP Linkedin: Linkedin.com/in/CherylPederzoli