It’s that time of year again! Medical practices are looking to marketing professional for how to take their business to the next level in 2015. As a team that provides a full range of medical marketing services, from social media management to web design and printed materials, we thought it was time to voice our own 2015 medical marketing trend predictions.
Today’s patients aren’t the same ones we reached out to yesterday. Patients expect high-quality, intelligent marketing, and won’t be budge for the cookie-cutter marketing techniques from the past. The point-of-sales is harder to predict, since patient decision-making and behavior patterns have also shifted. Marketers have to keep one step ahead and ramp up their game with these new strategies.
Scoring Your Leads
Using techniques to assign leads to different stages in the sales and purchase process can help marketers avoid springing on a potential patient too soon or too late. Tracking patients’ action patterns, levels of engagement or interaction, and feedback are clues you need that can help you place whether your patients are closer to the contemplative point or the commitment point.
An added advantage of using a lead scoring system is that this can also help you prioritize your communication with promising prospects. Honing in on those who are on the verge of becoming a patient is a more efficient technique than focusing on a prospect who is steadfast in reluctance or disinterest.
Instead of randomly trying to target patients with content, the marketers of the future have adapted to targeting individual patients with content that is timely and relevant to them. Tracking click-through rates, open rates, and other key statistics can reflect how patients interact with a practice’s email campaigns. When a patient not only opens an email or newsletter, but goes the extra mile and clicks on a hyperlink, this move signals to marketers that the patient is interested in the content. Now marketers can send follow-up communications to break through to that patient.
Another strategy is to further personalize communications, setting up date reminders for each of the high prospects who are also social media followers. If they’re willing to share birthdays, anniversaries and other calendar dates that are special to them, marketers can track and merge these with their marketing calendar. When a birthday reminder appears on the calendar, for example, companies can send a special offer or birthday discount to that prospect. Not only does this boost the doctor-patient relationship, but it helps practices get their communication message across at the right time.
As website personalization continues to advance, we can plan to see websites that actually shift content according to the returning user’s past web interactions. Displaying the user’s name as a welcome headline on a site’s landing page is a nice touch, but just imagine utilizing code to have content blocks tailored to a specific user’s past purchases. If a patient goes to a skincare website, registers, and purchases a product, then the next time he or she visits the site, the landing page will display a nice array of available skincare products. Tailoring site content to each user increases the chance of closing a lead and transcends a whole new level of user online engagement.
Ahead of the Curve
With all this constant change, there’s certainly no boredom for the professionals in the medical marketing world. At Goldman Marketing Group, we’ve always got an eye out for the latest patient trends, business developments, and integrated medical marketing strategies. Stay tuned to see what we do next!