Posts Tagged Marketing
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…
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
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.
“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/
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 supported 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 created more excitement, enhanced booth presence, and increased 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 OLAA’s 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 a powerful marketing campaign. They are changing their industry by how they have embraced market leadership.”
- Kelsey Phillips, Integrated Advertising Executive
Heather Petersen has a clear vision of where she is taking 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 is what makes them a Thriving Brand Leader.”
- Wes Phillips, Agency Principal, Integrated Advertising
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/
When someone says “Nike,” what images immediately come to mind? Perhaps you picture the Nike “swoosh” on a billboard you saw off the freeway or maybe your favorite basketball player’s Nike Airs when doing a slam dunk. Whatever you picture, the famous “swoosh” is at the heart of Nike’s brand story and represents the consistent message “Just Do It.”
Logos play a significant role in a company’s brand image and are a key component to being top of mind in a market and a leader in an industry. A logo must represent every aspect of a brand and be true to the company’s overall message; however, logos have only a few seconds to do so. With only a short amount of time to capture a consumer’s attention, logo design holds a significant amount of responsibility. Therefore, there are many tools and techniques in the design phase of logo development to ensure success.
Here are a few articles that list and describe the necessary tools when creating and designing a unique and successful logo:
When it comes to the definition of the word “logo” and what it represents, here’s what our OLAA Team has to say:
“A logo is an identifier, similar to how a name identifies a person. It symbolizes the quality of what it is representing, not a literal visual explanation of what that product or service does. If a logo is identifiable and strong enough it can stand alone without the name of the business. The most identifiable logos you see every day such as Nike, Mercedes and Apple are great examples of clear, strong marks that represent the quality and story behind the brand.” – OLAA Art Director, Sheri Audette
“Humans have long used logos–or symbols–to represent a group or organization. A flag is a logo. A family crest is a logo. A stick figure on a cave wall–is basically–a logo. Logos are one of the most challenging projects for a designer to work with. It is difficult to not “over” or “under think” the design process. I find that logos that work are very simple, and have been stripped down to the core element of the company it represents.”-OLAA Graphic Designer, Micah Panzich