Archive for category Marketing Strategy

3 Reasons Why Healthcare Providers Should Use Digital Advertising

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Digital marketing capabilities and digital advertising products have grown immensely in the past few years, and continue to provide innovative, relevant and cost effective solutions for reaching target audiences. Brands across industries benefit from these technological advancements, and healthcare organizations are no exception. Digital outreach, when implemented strategically as part of an integrated advertising plan, can cause hospital marketers and medical providers an increase in website traffic, online engagement and marketing ROI. Here’s three reasons why…


1.) Tracking

A challenge in the medical world is tracking advertising campaign results due to patient privacy issues and the role of insurance in the decision making process. However, digital marketing vehicles provide analytical information and data regarding campaign audiences and response.

“Digital tactics such as search engine marketing, targeted email blasts and display advertising offer real time insight into the age, gender, location and behavior of visitors, as well as performance statistics for every link, keyword, placement and creative component tied to the strategy.  This allows healthcare marketers to optimize much more efficiently and effectively, and therefore produce an increased ROI and response.”

-          Michelle Torr, Senior Integrated Advertising Executive

2.) Targeting

When advertising for any product or service it is essential to target the appropriate audiences.  The targeting capabilities associated with digital have grown immensely – including behavioral, geographic, keyword and contextual, retargeting and more. For hospitals and healthcare providers this is a key benefit, as digital campaigns, even those running concurrently, can include custom targeting criteria and layers by message.

For example, geographic targeting can and should vary per service line. Urgent care, emergency services and primary care will likely require a tighter radius, since these are services sought close to home. However, for more complex surgeries or specialized treatments, patients tend to be willing to travel further to receive the best care and therefore, the geographic range can increase greatly.

Contextual and keyword targeting add layers based on content. For example, if a user is looking at symptoms for Chicken Pox, based upon the live text on the screen, an ad can be served for a PCP or urgent care center nearby. This creates a direct response opportunity for a “transaction” to occur and provides value to the user who may need assistance quickly.

Through these targeting tactics, digital advertising allows specialized services to be promoted to a relevant audience and prospective patient base, in a way that is cost efficient and relevant for today’s consumers.

3.) Relevancy

“There is an abundant amount of information about health on the web. This is the first place people look to find information about healthcare providers, insurance, doctors, and symptoms. There is relevancy for being online and with digital targeting, you can be even more specific and reach people who are looking for the information and services you are promoting.”

-          Michelle Regrut, Jr. Integrated Advertising Executive

From Millennials through Baby Boomers and beyond, consumers turn to the web for information. When an organization isn’t present on the web, or when that presence isn’t representative of the organization’s values, it reflects poorly on their credibility and relevance in today’s world. This is especially the case for hospitals and healthcare providers, who rely on advanced technology for care and where quality can be defined by life-saving experiences. A strong website that is content rich and responsive is the core component of maintaining a credible digital brand and supporting a positive patient experience (read more about hospital websites here: http://www.orangelabeladvertising.com/blog/2014/05/the-role-of-websites-for-hospitals-and-healthcare-organizations-2/).

But a website alone isn’t enough – consumers need to be able to find you when they need to. Search engine marketing, strategically placed digital display banners, content marketing and social media presence all work together – especially when integrated with traditional marketing tactics, to drive site traffic and provide real value to patients, their family members and the community.

To read more on why advertising in the healthcare industry is important, click here: http://www.orangelabeladvertising.com/blog/2014/05/why-advertise-healthcare/

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TBLS: National Merchants Association

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To achieve thriving brand leadership, a business leader must think long term, see beyond the current state of the company, and be fearless in the face of change. For OLAA client, Heather Petersen, CEO of National Merchants Association (NMA), exhibiting these characteristics has provided the determination to achieve long-term goals and has brought NMA’s vision to life.  Along with being an educational resource for the latest rules and regulations of the electronic transaction processing industry, NMA is also one of the fastest growing merchant service providers in the world.

When NMA reached out to OLAA, the firm had already achieved a core level of industry brand awareness.  However, to fully tap into their potential and continue to grow in such a fast-paced industry NMA understood the need for a more aggressive and coherent marketing strategy to drive brand loyalty and capture additional market share. Through the Orange Label ProcessTM, OLAA developed a 2014 campaign theme and execution strategy to powerfully position NMA in the high-risk niche of their industry.

“High-Risk? Done.” This became NMA’s core message – a bold, focused, and confident power statement that strongly resonated with prospective Independent Sales Agents (ISA) and Independent Sales Organizations (ISO).  To drive this theme, OLAA developed a strategic marketing execution strategy that implemented powerful trade show and print advertising presence utilizing NMA’s revitalized marketing message.

The tradeshow components were designed to be a branding vehicle and increase engagement with potential merchants and agents. In order to do this, OLAA complemented NMA’s messaging and marketing tactics by developing the “GoPro Giveaway,” implemented at each tradeshow.  Marketed through a strategic direct mail and e-blast campaign that tied in NMA’s newly launched ProAgent Partner Program, NMA experienced more excitement, enhanced booth presence, and an increase in vital face-to-face communication opportunities with ISO’s and ISA’s.

In addition to tradeshows, OLAA negotiated and secured premium ad space in niche print publications. These trade magazines were selected through customer feedback obtained from the View From the FieldTM.

“I see a company that is aggressive in a positive way; NMA appreciates marketing and advertising. As a result, they’ve been able to differentiate themselves through powerful marketing campaigns. They are changing their industry by how they have embraced market leadership.”

-          Kelsey Phillips, Integrated Advertising Executive

Heather Petersen has a clear vision and direction of where she wants to take NMA. By embracing OLAA’s aggressive marketing strategies and tactics, NMA is successfully cutting through industry clutter and mundane tag lines to differentiate themselves from their competitors and present a clear and effective message to their current and prospective customers.

“NMA’s vision is clear. Their willingness to invest in success, their energy to make the vision real, and their drive to deliver the best product and service to their industry is what makes them a Thriving Brand Leader.”

-          Wes Phillips, Agency Principal, Integrated Advertising

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Nuance #4 10+ Service Lines. 100+ Physicians. Who and what do you promote?

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When it comes to annual planning, how do you begin conversations to manage goals set by your organization’s strategic vision while also achieving marketing objectives and satisfying physician demands? It’s important to identify what to focus on and when, considering the financial and political landscape of the short and long-term.

The questions below will help to focus conversations for fiscal year planning and determine the service lines to be prioritized and promoted.

- What service lines have been profitable in the previous fiscal year?

-What service lines generated positive cash flow in the previous fiscal year, or have potential to generate positive cash flow in the next fiscal year?

-What feedback has been shared from key physicians and/or the executive team regarding messaging, media vehicles or service lines that they believe deserve more attention?

-Has any positive or negative feedback been shared regarding any previous campaigns?

-From a business development perspective, what service lines will be growing and/or changing in the next fiscal year?

-Will there be any new key announcements to the community?

-From a competitive perspective, what service lines have opportunity to shift market share to your facility?

Not only will these questions focus strategies up front, they will also arm you to answer the age old question: “Why aren’t you promoting MY service line?”

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Content Marketing – Create or Curate?

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“The ultimate goal of content marketing is to create a sense of trust and comfort…”

-          Drew McLellan, Owner at Agency Management Institute

When developing an effective content-marketing strategy, one big question to ask is: “Should we create content or curate it from other sources?”

Original, unique content requires the creation and stock of articles, white papers, case studies and consumer research. Whether produced internally or through a network of freelancers, consistent, ongoing development of quality content requires significant company resources; i.e. time and dollars. Yet, original content demonstrates expertise and contributes to organic search rankings.

Curating content requires time to identify and analyze quality sources of shareable information, and compose the firm’s point of view on the information. The costs in terms of time and money can be significantly less, yet on its own does not establish credibility or thought leadership.

So which one is better? Which pros outweigh the cons? Do you create or do you curate?

Source: http://www.mower.com/knowledge/content-marketing-create-or-curate/

Just like most aspects of a healthy and successful lifestyle, it’s all about finding the balance. OLAA’s content marketing strategy incorporates both original content and curated articles so that we can achieve our goals with our resources available – us. We craft and post original content on a weekly basis to share our expertise and experience in the world of advertising and marketing. Through our unique writing style, this outlet also allows us to communicate our brand voice and authentic personality.

Sharing content weekly doesn’t fully achieve the goals and objectives of our social and content strategy. And, we recognize that there are other experts that have differing opinions, experiences, and areas of expertise that both we and our followers can learn from. That’s why curation is part of our approach. When we curate content, it helps us stay active in the advertising community, share our additional thoughts on marketing-related topics, and it allows us to focus on creating consistently valuable and powerful original content with our followers.

“An effective and sustainable content marketing strategy includes both original information AND the qualification and curation of thought leadership from 3rd party sources.”

-          Wes Phillips, Agency Principal at OLAA

For us, a balance between curated content and original content has been the most effective for achieving the goals of our digital strategy with our resources available. For companies to find the balance that best works for them, it is essential to first define their business objectives, key performance indicators and brand voice.

What are your thoughts on “Curate vs. Create”? What approach has worked best for you? Feel free to leave your comments and thoughts in the section below!

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TBLS: Dameron Hospital

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In the world of healthcare marketing and hospital advertising, how does one hospital stand out and make a name for itself? For OLAA client and Thriving Brand Leader, Dameron Hospital, taking its brand image to the next level has given it a distinct and unique voice in the healthcare industry.

Dameron Hospital began its Thriving Brand Leadership journey by evoking a different presence with its advertising and communicating that “something different is happening at Dameron.” With a foundation of over a hundred years in history and tradition, this new presence and marketing strategy has showcased an entirely new energy for Dameron Hospital.

Dameron developed an integrated and comprehensive advertising strategy and is bringing this reignited message and presence to market with media vehicles such as TV, outdoor, print and digital advertising.

“They have adapted and reinvented themselves. They are embracing change. They are not afraid to step outside of the “healthcare” boundaries and use targeted messaging to not only their core target demographic categories, but also to various personality types such as the young and the active.”

-Integrated Advertising Coordinator, Mary Ellen Kubik

Dameron Hospital launched its bolder image in the area of orthopedics with its recent “Orthopedic Excellence” campaign. Consisting of active lifestyle photos and engaging colors to evoke positive emotions and to excite and inspire viewers, the series of 4 executions represents different activities ranging from yoga, running, swimming and golf. Dameron creates a connection with its motivating call to action… “Get Back to the Active YOU.” This personalized message is a reflection of the personalized and outcome-based care that patients experience at Dameron Hospital, and sheds light on the positive opportunities waiting for individuals with orthopedic pain and discomfort.

As a Thriving Brand Leader, Dameron Hospital has created a distinctive and unique voice in an industry where many can sound the same. In doing so, the hospital is showcasing expertise in the field of medicine, with a distinguished voice that connects with audiences and enhances relationships within the community.

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3 Tips on Marketing and Advertising Healthcare Services

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Just like marketing and advertising, the healthcare industry is always evolving. With advances of medical technology, research and knowledge, healthcare professionals are able to save, prolong and improve millions of lives.  In fact, since 2010, 43% of deaths worldwide occur after the age of 70, compared to 33% in 1990. With life expectancy increasing and the aging population growing, healthcare is a topic that is of great importance to many.

The Affordable Care Act has pushed progress towards cost effective care that produces the best possible patient outcomes, and with new procedures being constantly tested and introduced, healthcare providers must adopt the latest, most effective treatments to be able to compete. This means that many healthcare providers have similar services and offerings, which is both a benefit to the community, and a challenge for differentiating oneself in the marketplace.

Working with many healthcare clients, Orange Label has 3 tips on how to position a healthcare provider as an industry leader in a sea of service uniformity:

1.) The Brand

It starts with the brand of the hospital as a whole: the mission and vision, logo, visual identity, core messaging, positioning, etc… When a brand is consistent and recognized by a community, the reputation of the brand impacts the individual service lines.

2.) People Matter

Offering a higher quality of care is a key differentiator in the healthcare industry, and for most, quality is defined by the experience. Experience in healthcare is emotionally driven, personalized by nurses, administrative staff and physicians that interact with patients. When demonstrating this human element, it is often best translated through authentic language.

“People rely on their own experiences or the experiences of others they trust. Testimonials are a way to connect these concepts in a way that is relatable.”

-          Michelle Torr, Sr. Integrated Advertising Executive

“Your brand isn’t built by what you say. It’s built around what other people say about you.”

-          Mary Ellen Kubik, Integrated Advertising Coordinator

Learn more about patient testimonials and how to leverage the power of patient stories: http://www.orangelabeladvertising.com/blog/2014/05/nuance-2-testimonial-promotion-in-a-world-of-patient-privacy/

3.) Highlight the Tangible

With every service line, there are several tangible differentiators that influence a patient’s hospital or medical facility of choice. These factors can include location, physician, technology, clinical studies, awards, centers of excellence and/or research institutes. Each of these factors should be communicated in a clear manner on educational and reference-based marketing materials such as brochures, one-sheets and especially websites. (Read more on best practices for hospital websites: http://www.orangelabeladvertising.com/blog/2014/05/the-role-of-websites-for-hospitals-and-healthcare-organizations-2/ ). These materials are key tools that prospective and current patients utilize to learn about the specifics of a medical provider, treatment method and service offerings.

However, how these tangibles are prioritized should be customized for the service at hand. For example, for emergency and urgent care, where medical attention is immediately sought by patients, location is often the biggest influence. Alternatively, with major surgical procedures like joint replacement, patients are willing to travel further and location, while a factor, is of lower importance.

Enjoy these tips? Learn more about the impact hospitals or medical groups can make by investing marketing and advertising: http://www.orangelabeladvertising.com/blog/2014/05/why-advertise-healthcare/

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WIIFM: Is it Time for a Brand Check?

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Just as people grow, so do companies and their brands. Yet even with normal change, the indications that an established business or organization should reassess and recalibrate their name, logo, positioning, messaging and/or visual identity can be fuzzy. So how do you know when a rebrand is the next step, or when a simplified brand refresh or marketing strategy revamp is the best course of action?

Regular checkpoints proactively address the brand’s position in the market, and should occur when…

…there has been (or will be) a diversification in products or services. With additions or changes in offerings, a stagnant brand may misrepresent the customer experience. This causes confusion and lack of trust with consumers, which doesn’t support long term relationships or brand loyalty.

…the company is establishing groundwork for growth. On a larger scale, if a company is expanding its geographic footprint or broadening its audience base, the brand strategy must reflect the bigger vision and represent the values as a whole.

…there has been a change in leadership. New leaders often come with new ideas and direction, or at least a variation of what’s been in place to date. When the brand doesn’t align with their vision, there is no longer internal buy-in. This leads to lack of brand consistency internally, which translates directly to lack of external brand power.

…the company is losing market share. A decline in sales can indicate a loss of brand relevancy and the rise of a competitor whose brand, products or services resonate stronger with customers. To maintain an edge and reclaim market share, it’s imperative to analyze the source of the change and respond in a strategic manner.

…the industry has changed. From electronics and software, to healthcare and even fashion, business segments change as technology advances and new generation’s behavior evolves. Companies must keep up to date to survive industry development, and the same goes for their brand and marketing strategies.

The decision to rebrand is challenging, involving a significant amount of time, energy and emotion. Yet, the rewards of reinvesting, at the right time with the right people involved and with the right approach, are substantial. The opportunity is a powerful brand that resonates with strategic leadership, is believed by internal audiences, embraced by consumers and a successful organization that truly achieves thriving brand leadership.

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Tweet Tips: Effective Calls to Action

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With Twitter becoming the world’s fastest growing social media platform, more and more companies are beginning to fully leverage an arm of Twitter’s self-service advertising platform, Promoted Tweets, to increase followers, downloads and B2C and B2B engagement, as well as influence purchase behavior and grow online brand awareness. A common and key measure of a brand’s social media success for both organic and paid reach is its level of engagement, and when advertising through Promoted Tweets, it is important to create highly effective call-to-action messaging to maximize interaction and ROI.

Luckily, Twitter has conducted research on the most effective calls-to-action when developing tweet content. This study analyzed 20,000 Promoted Tweets, comparing engagement levels with the type of call-action included.

The results uncovered four key findings and themes for action-oriented messaging:

  1. Ask for a download.
  2. Ask for a retweet.
  3. Ask for a follow.
  4. Ask for a reply.

Read more about the study, the results and examples of powerful calls to action here: https://blog.twitter.com/2013/tweet-tips-most-effective-calls-to-action-on-twitter

Read on to learn what two of OLAA’s resident Twitter experts have to say about developing effective, actionable content:

“Always follow the 3’s. Simple, Short and Sweet. With only 140 characters to get your message clearly conveyed to your audience, you may need to get creative. There is no magic length for a tweet; however, what I’ve learned from both personal experience and industry leaders, tweets often have higher engagement rates when they are fewer than 100 characters.”

-          Kevin Chen, Orange Label

“Use your desired action/result as the starting point for crafting a message. Then, use your target audience’s perspective as a lens. With your audience in mind as a filter, determine what type of message will most easily lend itself to this specific consumer taking the next step. Are they mostly on mobile? What are they most likely to share? What excites them?

Every audience and client goal differs, so it’s key to consider each of these variables in devising a strategy to create immediate, actionable content.”

-          Brianna Donath, Orange Label

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7 Things You Should Know When Marketing to Millennials

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Tech savvy with almost every gadget imaginable, Generation Y, born in the early 1980s to the early 2000s, is a population of 80 million people. The world of work and stable lifestyle traditions is no longer of value to this generation. Generation Y, also known as Millennials, value life experiences over high-end products and their priorities are simple: they come first. With the Millennial generation having a rapidly growing impact on the economy, companies are required to adapt the way they market products and services.

Learn more about what works best when marketing to Millennials from American Marketing Association: https://www.ama.org/publications/MarketingNews/Pages/a-life-well-photographed.aspx

After posing the same questions referenced in the AMA article to Millennials of the OLAA family, here’s what we found:

1.)    OLAA Millennials would prefer to pay for a life experience than anything materialistic.

2.)    They normally share meaningful quotes and photographs of what they are doing with their family and friends through their social media accounts.

3.)    Social media posting frequencies range from 2-3 times a week on their personal account and they often visit their social media accounts on average of 5 times a day.

4.)    OLAA Millennials don’t often voice their opinion on social media post from brands however they will “like” content instead.

5.)    They only enjoy social media post that are relatable and can provide them with knowledge of their interest.

6.)    OLAA Millennials love to travel.

Relating to this generation and providing a lifestyle experience is the best way to address this market, as they respond to real people and real experiences. OLAA Millennials have shared which brands are already doing this effectively:

“One advertising campaign that really stood out to me was The Dove Campaign for Real beauty. With the pressure of societal expectations, women are set to these unrealistic standards. Their message was loud and clear focus on your inner beauty. It’s different, it’s real, it’s emotional and it’s relatable.”

-          Mary Ellen Kubik, Integrated Advertising Coordinator

“Aerie’s real women campaigns are not using Photoshop to touch up their models in their ads, magazines, and social media posts. It highlights real people that I can relate to and this translated to me purchasing one of their products.”

-          Michelle Regrut, Integrated Advertising Coordinator

From traveling to spending a good fraction of their time connected to the social media world, this tech savvy and life experience-driven generation is slowly changing the way we connect to our market.  Eighty million strong, understanding the behavior of this generation will allow you develop strong marketing messages they respond to and remember.

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Nuance #3: Changing Audience with Healthcare Reform

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It’s no secret that healthcare reform has changed the landscape of the healthcare industry. And with the adjustments in reform – your mix of patients is changing. There’s never been a better time to take inventory of your existing patient base to become aware of your prospective audience. Here are some questions to ask:

-        Are your marketing efforts addressing patient education? From the importance of preventative care, to how to access services, many patients are still in the dark and their awareness (or lack thereof) can impact your bottom line.

-        With current emphasis on individual plans through the health care exchange, are open enrollment tactics targeted appropriately?

-        Are the existing service lines being reimbursed at the same level, or is this shifting? How will this affect budget allocation within strategic marketing plans?

-        Are you marketing to referring primary care and specialty care physicians? With their patient numbers growing, so is the possibility of referrals.

Being mindful of healthcare reform when developing an outcome-focused marketing plan is critical. It may be time to look at current marketing initiatives and explore where the areas of highest opportunity are located in the context of your evolving audience.

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