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 healthcare market research. Leaning on your owned audience for their opinions is just one way to benefit from engaging your followers. Conducting Healthcare Market Research 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 a high click-thru rate.  In addition, we also see a high completion rate from our followers vs. non-followers. In addition, focus group recruiting can also be handled in this new age, innovative fashion. If your brand is seeking to measure satisfaction or conduct healthcare market research, look to utilize your social media audience first. Developing the right questions and the most compelling creative visual is a solid way to recruit participants in your market research study at a fraction of the cost. Contact Us Learn more about how to conduct healthcare market research on your social...
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 also 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 do they feature these couples, but are 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. Heartbeat Branding 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 also 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 outside their own box and more into the lifestyle, needs, and passions of their audience. That’s what Tiffany is doing and what heartbeat branding is all about. Contact Springboard today to learn...
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.  However, 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. 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 message. Contact us today to learn more about your heartbeat...

Putting Strategy in Your Content | Marketing & Advertising

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 also get that Google values fresh and original writing, leading to better SEO and more visitors to your website. But how do you put an actionable strategy behind everything you create? The roadmap goes like this:  Plan, Create, Distribute, Measure, Optimize, and Repeat. Plan First, understand the marketing purpose of everything 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 ideas, vet and approve any clinical language. Create Use the insights from your sources to create content that’s original, specific to your organization, and unique for Google. Even more, ensure it aligns with your strategic objectives. This 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, including the following: Web, blogs, online videos, Facebook Live events, social media posts and ads, case studies, podcasts, eNewsletters are all forms of content and are all measurable Speaking the language and designing specifically for the demographic of each social media platform Directing your audience to a specific page on your website or to take a specific action Use this to help your audiences better understand how you can help, the options you provide, and ultimately the benefits of choosing you. Distribute As Jay Baer, digital expert and New York Times best-selling author once said, “Content is fire and social media is gasoline.” It’s like social media was made for distributing content, and fortunately, most platforms can help us target our desired audiences very effectively – with minimal investment. Distribution best practices include the following: Put all pieces you produce into as many channels as possible, but remember to customize for each to ensure it resonates with its intended audiences Use content to expand your “owned” audience by soliciting engagement and content sign-ups on your website Create a repository for everything you create. It can be a page on your website that visitors (and Google) can find organically to access advice and the latest news from your organization – many purposely make this page look like a newsfeed Measure Measure, test and test again. Create a scorecard for each campaign that includes analytics and the desired “conversion events”; this will help you prove success and guide content going forward – never be content with your content.  Test the following: Emotional stories vs. facts and figures Various creative approaches, images and channels Target audience, time of day and geographic reach of your social media posts And don’t be afraid to fail – not everything that’s created will be a home-run, learn from every piece of content that’s distributed, and move on. Optimize The data will tell you what works and what doesn’t from a content, audience and media channel standpoint. Use that data for optimization, including: If your audiences engage with testimonials and real-life stories more than facts and awards, give them more.  As a result, start using that lens to produce future writing If video is the preferred vehicle, find more ways to incorporate it The thing we’ve always liked about digital media is the ability to use analytics to shift your media spend to where it will above all, work hardest for your brand. Repeat We all know building a brand is never a one and done. Keep engaging your target audiences with content that, from the data you collect, is valuable to them. Learn more about how Springboard can develop and support your content strategy by clicking...
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