Using Your Owned Audience to Conduct Healthcare Market Research

Using Your Owned Audience to Conduct Healthcare Market Research

You know the importance of having a social media presence. Staying relevant and continuing to show how your organization interacts in its community plays a large role in this digital era. Social media marketing for healthcare and hospital brands is at an all-time high, almost every system has a presence. But once you build your audience, what do you do with it? There are many opportunities, and one way to utilize it is for market research. Leaning on your owned audience for their opinions is just one way to benefit from engaging your followers. Whether you want consumer opinions though an online survey, or you want to recruit them for a focus group, once you have built up an owned audience, you can reach to them for information on many topics related to your healthcare brand. Online surveys are a cost-effective way to get information from those involved with your brand. Your social network is already familiar with you and your brand; therefore, they are more knowledgeable on what your brand offers and more willing to provide insight. Whether your hospital or healthcare brand is looking to capture market research or measure customer satisfaction, you can start with the followers on each of your social media channels. Once you develop a good list of questions, you can create a visually engaging social media post that will help ensure your post gets clicked on and drives consumers to your questionnaire. Springboard has been using these tactics and finding that in addition to a high click-thru rate, we also see a high completion rate from our followers vs. non-followers. In addition,...
Brand Thinking Outside the (Blue) Box

Brand Thinking Outside the (Blue) Box

The blue box has never been hotter. Sales and stock prices are at record highs and Tiffany appears to be soaring, even with some of the highest price points in the retail jewelry sector. The reason for this performance is that Tiffany is thinking outside its box and embracing new customers, lifestyles, and preferences with innovative products and open-armed service. Long regarded as a stodgy, conservative brand for those consumers who step right off a print advertisement, Tiffany has recognized that brands change at the speed of culture, and it was time for a different course. After 178 years in business, the company is recognizing that marriages are different as are household compositions and it’s paying off for them. One excellent example of this is Tiffany’s first advertising campaign targeting same-sex couples. A series of print ads is being introduced not only featuring these couples, but also showing traditional marriages which represent more than husband and wife. Today, there are kids and other family members involved and new messages and products are hitting that sweet spot. We talk about “Heartbeat Branding” at Springboard. Tiffany is doing just that. They have found the “sweeter spot” at the intersection of brand benefits, consumer needs, and cultural influences. Their brand attributes include excellence and elegance. Their consumers want excitement and commitment. Cultural influences include new marriages, household composition and a stronger economy. Mix it all together and they’ve hit the “Heartbeat” of their brand. Branding today is about heartbeat, not chest beat. Tiffany is one example of making your brand super relevant. Brands that are looking for their heartbeat need to think...
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...
Subscribe to Our Newsletter
Sending
Real Time Web Analytics