Creating a Heartbeat Brand Requires Knowing Your Audience in New, Relevant Ways

Creating a Heartbeat Brand Requires Knowing Your Audience in New, Relevant Ways

Most research studies provide excellent insights into your brand.  For example, knowledge, attitudes, and perceptions people have of your brand, their intent to use, and likelihood to recommend.  In addition, there’s data collected on who replied to the survey; gender, age, income, etc.  Yes, this tells you about what people think of your brand, but it doesn’t tell you anything about the people who use it, or want to use it.  Creating the highest level of relevance with your brand requires knowing more about the people you’re targeting than has been customary.  Just like in good advertising practices, it’s about them – not you.  A heartbeat brand is one that appeals to the interests, lifestyle, visions and dreams of your audience.  Use your market research to help you understand these traits so your brand can be more effectively positioned and modified to meet their needs. There should be a section within your questionnaire that asks people about what matters most in their lives.  How they spend their time, activities they enjoy, hobbies they pursue, etc. Armed with this information, you can begin to reflect these passions and interests in your brand communications.  Images become more than design background, they become eye-catching relevant scenarios in which your audience sees themselves and how their life intersects with your brand, not the other way around. Knowing your audience in new, relevant ways will help you create positioning and messaging platforms that break through and become noticed.  Why?  Because you’ve captured the essence of what’s most important to people you’re trying to influence, not trying to influence them with your brand...

Putting Strategy in Your Content

How savvy healthcare marketers are using content to more effectively tell their brand’s stories to engage, attract and retain customers. We all understand that the benefits of content marketing help build awareness, authority and trust for your brand in a way that helps your audiences make decisions and take action. And we get that Google values fresh and original content, leading to better SEO and more visitors to your website. But how do you put an actionable strategy behind all of the content you create? The roadmap of content strategy goes like this:  Plan, Create, Distribute, Measure, Optimize, and Repeat. Plan First, understand the marketing purpose of the content you produce is to support your organizations strategic objectives – make sure your content strategy is on sync with them and generate content that’s aligned. Planning also includes the following: Your target audiences – their needs, wants and desires Your organization’s point-of-view – to uniquely carve out your niche The specific themes, causes or initiatives that support the goals of your organization This is also the time to identify your sources – service line directors, physicians and other influencers in your organization that will help generate content ideas, vet and approve any clinical language. Create Use the insights from your sources to create content that’s original, specific to your organization, unique for Google and aligned with your strategic objectives. This content can take many forms, but as with most of the marketing communications produced now – think mobile first. Other creative considerations should include: Selecting the most appropriate platforms New web content, blogs, online videos, Facebook Live events, social media...

New Success Factors for Your Healthcare Website

Your website is the hub of your digital marketing strategy.  It is the place where patients, members and influencers want to learn more about your organization.  While many medical product and service companies have an online presence, they don’t think of search engine optimization (SEO) while building it or even after the site’s been developed to maintain it.  A website can look great, but if it’s not built for SEO, no one will be able to find you. Follow these 5 important factors to make your website more successful, including design and development, and what to do once the website is live. Simple is better, especially for healthcare brands. Before you get started with a new website, first define your goals. What do you want your visitors to see and what do you want them to do? This all contributes to the design of your new site.  Not everything can stand out.  Highlight a few things that sets you apart from your competitors and make those stand out on your homepage.  If visitors want more information, then they can click through the inside pages of your site to learn more. Keep in mind, if your website is too cluttered or looks confusing, it overwhelms your visitors. They may end up leaving your site because they can’t find what they are looking for. Also, your site should be optimized for conversions.  How do you want to measure success? Make sure you have that clear call-to-action. Built for quality. Many people can build a website but it’s how you build it that matters.  When people think of search engine optimization (SEO),...
3 Important Steps to Help Write Your Medical Association’s Value Proposition

3 Important Steps to Help Write Your Medical Association’s Value Proposition

According to Deepak Chopra in his bestselling book The Seven Spiritual Laws of Success, “How can I help?” is the only question that truly matters. “It coaxes and expands your awareness out toward the service and care of others.” Many medical associations struggle with articulating an effective value proposition that helps their members expand awareness and services. Establishing this in clear and compelling manner is an essential step if you want to communicate how your organization can provide the keys to your members’ success. There are some important steps you must take before embarking upon creating your medical association’s value proposition. It all begins and ends with research. So where do you start? Here’s a brief 3-step plan. Refine your target audience First and foremost, you need to determine who your “key” target audience is. You can’t be “all things” to “all people.” Many have tried, and failed. But by clearly defining and refining your true core audience, you can be all the right things to the right people. It’d be easy for a medical association to assume that their target audience is “anyone in a certain specialty and/or those who use those particular services.” But having such a wide audience would make it nearly impossible to tailor its strategy to specific types of individuals for specific purposes. The key to success here is knowing who to target, and why. The increased focus and definition will result in a much more effective strategy. Be the go-to organization for the value you provide in the industry you serve When thinking about the opportunity you provide to that core audience, start by asking, “How...
“Conquesting” New Patients in Healthcare Marketing

“Conquesting” New Patients in Healthcare Marketing

You probably already have ads out there targeting specific populations based on demographics to promote awareness of your hospital and attract new patients.  Now, let’s take it to the next level and apply that marketing strategy with location.  What if you could target your competitors’ patients and feed them ads about the benefits of switching to healthcare providers or services at your hospital?  Sounds cool, right? Picture this.  A patient is sitting in the ER waiting room at a nearby hospital, anticipating his turn to be seen.  To pass the time, he plays games on his smartphone, looks at his social media feeds, and browses various websites.  An ad pops up promoting your hospital, specifically the short wait times in the E.R.  The patient doesn’t have to think twice about what he should do.  He packs up and makes the trip across town to your hospital for that faster service. Location-based mobile advertising, called geo-conquesting, allows you to specifically target potential patients who are physically located at your competitor’s location.  On average, smartphone users are on their phones more than 150 times a day – making it an easy way to reach consumers who are interested in the services you offer. With geo-conquesting, you set a virtual perimeter around competitor hospitals, clinics or health centers.  This allows you to target ads to smartphone users who enter within the set perimeter.  Remember, you need to give patients a valid reason to leave your competitor.  Whether you are promoting exercise classes, parenting education courses, webinars or simply wanting to increase volume with new patients, geo-conquesting can help reach people who are...
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