When you allocate your marketing resources, is it merely a rote exercise of updating last year’s numbers or are you seriously taking a fresh look at channels and considering changes in the modern marketing landscape? Because healthcare is more consumer-oriented and “retail” than ever, a change in tactics may be necessary to reach and influence consumers.
If you are in need of a change, start by adopting an “Agile Marketing” approach to your spending, which means continuously measuring impact and calibrating tactics to improve results over time. Be prepared and willing to shift marketing tactics on a dime. The hallmarks of Agile Marketing are responding to change instead of following a plan, ongoing testing and measurement, and making rapid tactical adjustments when appropriate.
Think about the following rough guideposts for allocating resources when you prepare your next marketing budget.
- Marketing systems: 10% The wave of successful marketing is based on the modern techniques of customer data tracking, marketing automation, marketing analytics and ROI measurement. To execute these well, the proper tools must be in place and ongoing investment must be made. The basic platform is an effective CRM, including the right focus and effort in its implementation. Without doing this well, you have no chance to move to the next step in today’s online marketing environment. With a good CRM in place, marketing automation and customized personal consumer marketing is now possible. If you are starting from scratch, budget in small increments over the next 3-5 years for a realistic implementation plan.
- Traditional outbound advertising: 25% Brands are established over a period of time, so smart marketers target messages to every level of the buying process. When meeting the brand, consumers may not be ready for a “two-way relationship”. With their extensive distribution and sizable impressions, traditional channels – TV, radio, direct mail, sponsorships and yes, even print – are well served to deliver the invitation to first meet the brand and then build upon top of mind awareness. Advancements in technology now make it easier to consume these traditional channels in more ways than ever before.
- Online/Digital Marketing: 35% We are moving away from a dominance of outbound interruptive marketing to inbound marketing driven by online consumer engagement. This calls for a change, from the broadcasting of clinical service messaging to delivering interesting and relevant content that gives your audience a reason to engage with you and ultimately call you when in need. It all starts with content focused on the patient and healthcare consumer. As challenging and labor intensive as it may be, the future of the organization is at stake. This means the marketing plan, the strategy, the tactics and the messaging all change for this lane of communication. You must deliver the right content at the right time to the right person.
- Public Relations/Social Media: 20% Modern PR does more than enhance the image of a company and raise the awareness of the brand. It capitalizes on the digital space and plays a significant role in the inbound marketing strategy. In addition, PR is now clickable, downloadable, interactive and measurable, making it possible to prove ROI on earned media.Thanks to a lack of manpower and a need for advertising dollars, traditional media outlets are also allowing brands to have more digital influence than ever before through native advertising, making it another opportunity for brands to give promote their image and create conversation.The digital age has not only forced traditional media to re-invent itself, but it has pushed brands to change the way they communicate through social media. These seismic shifts in communications have changed public relations. Today’s healthcare consumer wants to be engaged in social media channels. “We only do social media sporadically.” is no longer acceptable. If you are not where your audience is, you will lose.
- Research: 10% Market research is daunting and can be a lot of work and money. But the benefits it offers are essential. Why would we would be willing to invest thousands of dollars in a campaign, but not commit to learn whether this investment is effective? Research takes the guesswork out of marketing and gives you data you need to plan and execute successful marketing initiatives. Don’t make research a once-in-a-while thing. Make an annual commitment to ongoing market research by reserving a percentage of the budget for it every year.