Marketing Tactics You Should Try Today presented at HITMC
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Presented at the Healthcare IT Marketing and PR Conference in May 2015. This quick overview gives tips for getting more out of social media, webinars, and marketing automation when marketing to physicians and medical practices.
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Marketing Tactics You Should Try Today presented at HITMC
- 1. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Marketing Tactics You Should Try Today Healthcare IT Marketing and PR Conference May 8, 2015
- 2. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● About the Presenter Cheryl Pederzoli Marketing, Quest Diagnostics Cheryl Pederzoli has over 10 years of marketing experience in healthcare and has experienced first-hand the many ways to market to physicians and healthcare organizations. Enjoying the daily challenges that marketing brings, Cheryl's experience in social media, marketing automation, content marketing, and digital promotion has made her an expert in lead generation. Currently a marketing manager at Quest Diagnostics promoting their ambulatory technology solutions, Cheryl has seen tremendous success by taking advantage of the traditional and not so traditional tools available to marketers. Prior to joining Quest Diagnostics, Cheryl was the Marketing Director at Origin Healthcare Solutions driving sales of their software and services through strategic marketing programs and support of the sales team. She earned her Bachelor of Science in Business with a concentration in Marketing degree from the University of Connecticut.
- 3. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Agenda ● Experiences with Social Media in Healthcare ● Automate Your Marketing ● Increasing the Bang of your Webinars ● Infographics, Direct Mail, Referrals and Google
- 6. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Social Media Experiences Twitter Facebook LinkedIn Google + Outbound Marketing to Doctors, Hospitals and Health Systems ✓ Good for sharing and finding news Very little success ✓ Good for sharing and connecting with prospects SEO Outbound Marketing to Patients ✓ Sharing and receiving feedback ✓ Sharing and engaging Business Listings
- 7. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Social Media Embrace LinkedIn Lots of ways to utilize 1. Paid display Ads ($) 2. Sponsor/paid updates ($) 3. Building a company page and posting news 4. Managing a group to engage clients or prospects 5. Participating in industry and groups discussions 6. Use to find and connect with prospects, consultants and influencers
- 8. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● LinkedIn Train Your Sales Team LinkedIn requires 1-to-1 interaction. Your sales team must be involved if they want to close sales.
- 9. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Social Media Build a Blog Pivotal to many initiatives ● Content marketing ● SEO ● Storage of content to post to social channels WordPress is used by 60.4% of all the websites whose content management system we know. This is 23.8% of all websites. -W3Techs http://w3techs.com/technologies/details/c m-wordpress/all/all
- 10. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● 1. If you have the time to use Social Media, use the right channel for your audience. 2. Embrace LinkedIn if you do B2B sales and train your sales team to use LinkedIn 3. Build a blog if you don’t have one. It will compliment your social media. Easy to setup one at Wordpress.com (they host) or install Wordpress on your webserver.
- 11. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Automate Your Marketing 59% of B2B Fortune 500 Companies Use Marketing Automation Healthcare Organizations using MA Avalere Health Boston Children’s Hospital GE Healthcare Kaiser Permanente Kindred Healthcare McKesson NextGen Healthcare Information Systems Quest Diagnostics-IT Division
- 13. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Automate Your Marketing Select the Right Size Paid, Free, Wordpress Plug-Ins, eMail Services, Webforms
- 14. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Marketing Automation Resend Emails 1. Send email campaign 2. Wait 3-5 business days 3. Resend those those who did not open the first email Increase the number of people seeing your email by 50%
- 15. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Marketing Automation Train Sales to See the Insights If your marketing automation tool integrates with your Sales CRM... Your sales team can see what the prospect has received, opened, filled out or visited on your site.
- 16. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Marketing Automation Setup Automated Alerts to Sales Pick a reasonable action and set up an alert ● Lead score goes up ● Visits a webpage ● Opens an email ● Opens an email, visits 3 pages and hits a contact form without filling it out. !
- 17. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Marketing Automation Setup Marketing Triggers If someone does x, than do y. ● If someone visits a page about ICD-10, then send an email. ● If someone registers for a webinar recording, then present them a video and send an email with the link to get back to it.
- 18. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Marketing Automation Make a change based on results Pull reports. Compare campaigns. Make changes.
- 19. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● 1. Automate your marketing. You may be able to do it now or explore a new Marketing Automation solution. 2. Resend emails 3-5 business days later. 3. Train sales to see marketing insights. 4. Setup automated alerts to sales when leads show interest. 5. Setup marketing triggers when leads take certain actions to continue nurturing.
- 20. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Demonstrations Hot industry topics Product updates Sponsor Test the length Webinars
- 21. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Webinars Registration Form If possible, use your own registration form (not the webinar provider) ● Perfect control over the form and landing page ● Registration confirmation email can be customized and open/clicks can be tracked
- 22. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Webinars Qualifying Questions On your registration form, ask questions that will help you prioritize follow-up. 1. You can prioritize calls regardless of whether they attended 2. If the webinar is far into the future, you can call qualified leads before the session happens.
- 23. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Webinars Keep the registration page up ● People will click outstanding invitations and register after the session has happened ● Create a process for those late registrations. o Automatic email response with link to recording o Alert to sales
- 24. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Webinars Use the recording Put the recordings up on your website or blog with a form to fill out first. Either 1. Ask for minimal information to put the lead into your marketing database 2. Ask for enough information to send the lead to sales
- 25. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Webinars Use Marketing Automation ● Webinar registration and attendance influences the lead scoring. ● Assign hot leads to sales prior to the session. ● Send alerts to sales when you receive registrations post-session. ● Send follow-up emails and assign leads to sales. ● See the registration and attendance activities within your Sales CRM.
- 26. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Webinars 1. Register people using your own form (not the webinar provider form). 2. Ask qualifying questions so it doesn’t matter if they attend or not. Spot hot leads prior to the session. 3. Keep the registration page up after the webinar happens. 4. Utilize the recordings to generate more leads. 5. Use your Marketing Automation solution to manage
- 27. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Create an Infographic People love to share them Utilize a graphic designer or search for a free infographic building site. They have longevity and are shared extensively.
- 28. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Creative Direct Mail Be creative ● Book or heavy package ● FedEx ● Wedding invitation Isn’t it worth $20 to get someone to talk with you?
- 29. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Ask for a Referral Formalize a referral program Incentive isn’t required...it will increase response Actively promote to clients Result: Quality leads with high close rates
- 30. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Update Your Google Business Listing New format (again) utilizing the Google+ ● Update company description (think SEO) ● Is the URL going to the right place? ● Add images
- 31. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● 1. Create an infographic to push 2. Test creative Direct Mail pieces or packages 3. Create a formal referral program 4. Update your Google Business listing
- 32. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● Let’s Connect Cheryl Pederzoli Quest Diagnostics Cherylped@Gmail.com or Cheryl.L.Pederzoli@QuestDiagnostics.com Twitter: Twitter.com/Cheryl_LP Linkedin: Linkedin.com/in/CherylPederzoli