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Increasing Engagement and Strengthening Patient Relationships

30 Aug

email_marketingA reliable marketing strategy relies on the use of multiple media resources. One of the best ways to reach the baby boomer generation (who may not even be home checking their traditional mail) is through email. Email is highly portable and as such can be checked from wherever they are, even via their smartphone.

In order to begin email marketing you must make sure you’ve been gathering email addresses. If you’re not already doing this, update your patient intake form or simply have your front desk ask every patient for their email address. One point of clarification before you begin–don’t send marketing related messages through your office email system (this includes Outlook or Gmail). These systems weren’t built for marketing purposes and your account will be marked as sending spam which will present business challenges for sending transaction related messages.

Here are some key points to consider as you start incorporating email into your marketing approach:

  • What is the purpose? The overarching intent for your email marketing program should be to build and maintain relationships with people in your database. If you aren’t actively engaging your database, you’re missing out on a major opportunity! Current patients, TNS/TNC, and those who have had an interaction with your brand but not come into the office yet (like those from a health fair) are all typically more receptive to your messaging.
  • Who is the target audience? Figuring out how to best segment your database is an essential first step of strong email planning.. Sending a “We Miss You” message may not be well received by your most active patients and you don’t want to alienate anyone. Consider your objectives first –monthly newsletters are a way to strengthen your position in the community and as a thought leader. Is there a benefit to your business by re-engaging your TNS and Cancelled/No Show prospects? Reaching the correct audience will ensure your success. If you’re using a practice management system like Sycle, your rep will be able to help you pull correctly segmented lists that include email addresses.
  • What is the message? And, how does it relate to your target audience? For example, do you want to send a birthday message with a small gift offer or are you trying to reengage TNS patients with a ‘quality of life’ message? One key to successful email messaging is to make sure that your emails sound like they’re coming from a friend, someone you trust. Tailoring the message to your recipients, developing relevant content for each database segment, and making sure your message isn’t too clinical or too sales-y is the best way to make sure your desired call to action is completed. You also want to make sure the subject line account is well thought out too. You want to aim for something between a very generic and boring “Office Newsletter” and the highly promotional “50% OFF TODAY ONLY” (which may end up in their spam folder). Subject lines are critical to your message and ensure your emails are well received.
  • Who is doing the work? There are a multitude of options when it comes to commercial email marketing platforms such as MailChimp (mailchimp.com) and Constant Contact (constantcontact.com). While these applications are generally user-friendly, someone still has to take the time to design, write, send, and track them. For a business owner trying to juggle all aspects of their practice, this may be one marketing initiative that source to a professional partner
  • How will it be measured? Tracking results is important for any marketing initiative but especially for email! By regularly tracking all of the behavior, like opens and clicks, related to your email campaigns, you can learn which emails are working and which list segments are receptive to the messages you’re sending. Also, since each email address is tied to a person in your database, your office staff can follow up with people who may have read a newsletter article then clicked through to your “Contact Us” page yet didn’t submit the contact form.

Email marketing offers a unique way to tailor your marketing messaging to the patients and prospects in your database and strengthen your current provider-patient relationship. As a hearing health provider who specializes in high-end, personalized technology, incorporating personalized email marketing just makes sense as part of your digital marketing strategy.

AHAA recently rolled out an email marketing program that features preloaded content and is executed by a digital marketing vendor and is something the AHAA Marketing team is happy to help you with!  We can also look over any proposals you may receive from local vendors to help evaluate exactly what you’re getting, what information you may have to provide, and how well it fits with your overall marketing needs.

Digital Marketing is more than just cool tools

8 Apr

In today’s business environment we’re fortunate to have access to a variety of marketing tools that let us communicate easier with our customers and prospects, observe competitors, and scrutinize the market. Many small business owners are competing more effectively using digital media (and extending the value of their traditional marketing efforts). These newer digital tools foster greater competition by enabling our businesses to reach interested prospects with highly relevant real-time communications and get measurable feedback almost immediately.

Successfully acquiring new customers through digital marketing is best handled by employing inbound marketing channels to obtain visibility and leads. These channels include search, social media and email marketing, all fueled by content marketing.

This post outlines the best types of tools and the most popular tactics in each category based on our experience.

digi mktg infographic

We’ll start with a concept known as Content Marketing. Content marketing is the primary focus for business owners seeking to use digital marketing to increase reach, leads and sales. So, what is Content Marketing? Content marketing is the process of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and well understood target audience – with the objective of driving profitable customer action.

Content marketing fuels:
  • Search Engine Optimization (SEO)
  • Email marketing
  • Social media marketing
  • Event marketing (in person events as well as Webinars)
  • Paid media including Pay per click and display advertising
  • Lead generation and conversion rate optimization (through landing pages)

How do you go about developing a content marketing strategy?

Here is a quick checklist to get you started:

  • Define business opportunity for content marketing
    • Define key segments or target audiences
    • Review current content marketing
    • Review competitor content marketing
  • Define your content marketing strategy
    • Define content marketing plan
    • Prioritize audiences and personas
    • Prioritize content assets for audience
    • Define content marketing resources
    • Create communications timeline
  • Implement and manage your content marketing strategy
    • Update your editorial calendar
    • Manage social media distribution
    • Manage email marketing distribution
    • Manage SEO effectiveness of content marketing
    • Review analytics for content effectiveness

Great. Now what? Time to consider the tools.

One of the tools your likely to be using in your content efforts is social media. In our case, we strongly recommend Facebook as the starting place, but use the platform you are most confident in to get started. (More on social media selection in an upcoming post).

Why focus on social? Leverage social to help find ideal prospects and accelerate list growth. The adage that birds of a feather flock together sums it up nicely. People with similar issues, concerns, challenges, and life experiences typically are connected to others much like themselves. Social is all about connections. Go on, engage your audience.

Online reviews

Today’s consumers check out online reviews before making in-store purchase! Reviews are known as ‘user generated content’ or UGC.

But remember, you must craft content that does more than just ask contacts to buy. Your customers aren’t always in the market to purchase. If all they hear from you is “buy this,” can you blame them for tuning you out? To avoid this predicament, try creating content that helps your contacts solve problems, buy better, and even find interesting things they wouldn’t have uncovered any other way.

Here are a few topics to talk about besides “buy this”:
  • Present information that helps customers use your products correctly.
  • Go behind the scenes by introducing customers to key employees. Show off your offices or factories. Talk about your company philosophy.
  • Add customer voices to your emails by featuring reviews, endorsements, photos and other user-generated content (UGC).
  • Become the authority in your market niche by sharing “insider” news and information.
  • Improve onboarding for new customers with information that helps them find what they want faster or navigate better around your website.

What about email?

Do you collect email addresses? From whom – everyone that you meet, just customers, all appointments, third parties? Think it through. Why not collect them all if they’ll share them with you? Above we discussed the use of social media to interact and extend the reach of your audience. Those names are gold, email address gold to be exact.

Now that you have defined the ways you’ll collect email addresses, let’s turn to what to do with them. First, and this is a critical component, you have to keep track of where the names came from! Two reasons for this – first, to be CAN-SPAM compliant you must have permission to use the addresses (if you’ve been given the information freely, you’re good here – no buying or renting email addresses!). The second reason is more practical, since you absolutely want to tailor your messages to each type of audience you identified in the first step of the checklist.

What emails will you send? You really need to ask yourself what messages will resonate with the audience I am targeting. What do they want to know, what is important to them? This is not about your agenda, it must be content that is relevant to them first – then when you have their attention you can ask them to act a certain way, or react to your content. The opportunities are endless, and they are similar in nature to the list of content topics we explored for social media. This is all very connected. In fact, the more connected the content and media, the more effective you will be.

Time to jump in

That’s enough to get started, but remember, the foundation of any digital marketing plan is your website. All of the other digital tools and efforts rely on your website as the central element for customer and prospect communication and an informational base. Don’t overlook the importance of investing time and effort into shoring up your website from the content perspective!

AHAA Marketing has turnkey programs and solutions to get you started, just give us a call and we’ll review your situation with you and offer recommendations to get you digitally marketing in no time.

The Customer Experience Imperative:  Strategies for Relevant Marketing

4 Jan

Welcome to 2016!

The world has become a show-me-you-know-me marketplace. Meaning, if companies want to keep customers happy and loyal they must first prove just how valuable customers are by making every interaction personal and relevant to their needs. The same is true for prospective customers and your database is full of those!

Identifying prospects

Locating prospects within your database offers huge opportunities.

So, how do you reach those prospects in an efficient and effective manner? The best messages are driven by customer insights that enable extremely relevant communications. In other words, the answer is right there in your own patient database. You already know more about your prospective customers than you may think.

Poor data quality may be a common barrier, but there are strategies for optimizing the data you have to reach prospects wherever they are in the customer cycle.

AHAA has examined the basic steps to increasing your marketing efficiency and how to create messaging that truly stands out. This strategy will be discussed at Convention 2016 coming up in February along with a presentation on the tactics and tools we suggest for getting started.

Attendees will be able to:

  • Identify and understand more precisely who your high-value prospects (and customers) are
  • Create customer profiles for select target audiences
  • Improve business results by identifying and segmenting customers and prospects within the database
  • Deliver more personalized and relevant messages to high-value prospects

Join us in February; be ready to face the continuing changes within the hearing healthcare marketplace by meeting the challenges head-on! Register today if you haven’t already, there’s plenty of time to sign up. For more event info go to AHAAconvention.com or to register for the event you can go directly here.