Smart Ways to Leverage your Healthcare Marketing

The concept of leverage is the strategic use of resources to maximize results.  In marketing, we evaluate our creative or content assets and determine the best way to utilize those assets across all platforms.  Take one marketing message and reuse it in multiple formats.

The result – a higher ROI and more impact.

Leveraging content in healthcare marketing is a smart way to maximize impact while minimizing the time and budget spent. Here are some examples of ways to stretch healthcare marketing efforts.

New Provider Introduction: Once you have the all-important headshot and resume, you’ll want to spread the word.

1. 1. Update the provider section of your website, could be an opportunity for a video introduction, or blog
   2. Update brochure or rack cards with new provider; order business card/appointment cards
   3. Introduce via social media, could be worthy of a boosted post
   4. Introduce via print advertisements, some newspapers still take press releases or article content; a more personal “get to know” a provider with family photos is another option
   5. If you have local radio relationships, is there an opportunity for an on-air interview or pre-recorded radio spot
   6. Depending on whether a generalist or a specialist, consider a Meet & Greet, or Lunch & Learn community engagement events
   7. Include announcement in your next community newsletter, print or digital
   8. Send an electronic introduction if you have an email database for those outside the organization, you could use the blog content
   9. Announce through internal communication channels
   10. Provider listings that are outside of your organization should also be updated, work with your provider to evaluate those opportunities

New Service Line: New service lines can be an opportunity for more investment in paid marketing opportunities.

1. 1. 1. Add the new service line to your website, be sure to link to providers, locations and complimentary service lines
      2. Develop a service line brochure or rack card; consider a mailing to referring physicians and include the printed collateral
      3. Introduce via social media, could be worthy of a boosted post
      4. Introduce via print advertisements, press release, article content
      5. Introduce via paid digital marketing, Facebook ads, Google display, Google pay-per-click, or contextual advertising
      6. If you have local radio relationships, pre-record a radio spot
      7. Consider a Lunch & Learn community engagement event
      8. Include the announcement in your next community newsletter, print or digital, do you have a satisfied patient that could be interviewed for a story
      9. Send an electronic introduction if you have an email database for those outside the organization
      10. Announce through internal communication channels
      11. Update way-finding signage
      12. Announce new service line in a lobby poster or electronic message board

Whatever the triggering event might be, we recommend documenting the action items so that your checklist will be accessible for easy reference next time.  Losing a provider instead of gaining one?  It’s not a complete rewind necessarily, but your organized checklist can be a reference for what needs to undone.

Using the right tools can also help you leverage your marketing content.  There are many project management and social media tools to streamline your tasks.  And of course, Jet Marketing can be a very good resource to help you develop a strategy and implementation plan to reach your new best “leveraged” self.

Jackie O’Hara, Boss Lady

Jackie loves getting to know a company personally during the process of crafting or updating its brand. Always looking for unique ideas, she finds the most simple and honest ideas are often the most effective.