Tag Archives: Baby Boomers

The FitBit is Now HIPAA Compliant!

11 Nov

fitbit-forceConsumer device manufacturer Fitbit announced that it now supports HIPAA compliance. The changes they made ensure they are aligned with federal compliance standards. What it means though, is that covered entities and business associates can continue to use their devices without compromising personal health information.

This announcement highlights the importance of meeting personal privacy regulations, across all segments of the healthcare industry.  Yet, surprisingly, many organizations are still not in compliance with the more stringent 2013 Omnibus Rule and face an increased business risk if a data breach occurs. Failing to keep protected health information secure and private can lead to serious consequences and significant fines.

Putting robust security and privacy policies in place can decrease the chances of having a breach, not eliminate it completely.  Organizations that do so will be less likely to face significant enforcement action by the Office for Civil Rights (OCR) with a compliance program in place.  At minimum, all AHAA Associates should perform and document a risk assessment, implement technical, administrative and physical safeguards and provide training and guidelines for all employees!

Fitbit is in HIPAA compliance, are you?

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List Generation: Buying vs. Building

19 Apr

With any marketing strategy, it’s imperative to make sure you are targeting the right audience.  Development of target names and addresses, known as list generation, should be a priority in your planning and implementation strategy.  After all, if you don’t reach your intended audience, how will you generate sales?   But when attempting to reach this audience, is it better to buy a list or build your own?

Let’s look at the facts

When marketing, it's important to reach the right audience. Concentrate on your most qualified leads first and your target prospects second.

When marketing, it’s important to reach the correct target audience.

  • Buying a list is quick and easy.
  • Building a list takes time and resources.

So, what’s the best strategy?  The answer is: it depends.  Meaning, it depends   on who you are trying to target and what type of message you are communicating.

Buying a List

When your objective is to reach a new pool of prospects within your area, buying a list is necessary.  Whether that’s for direct mail or telemarketing, you’ll need to reach out to those prospects within the community who don’t yet know about your services.  Be sure that you are reaching the appropriate audience – in this case, the 65+ active senior and Baby Boomers.

While buying a list for the traditional outreach like direct mail and telemarketing will help feed the pipeline with new opportunities, we recommend steering clear of purchasing lists for digital marketing [i.e. email marketing].

Building a List

We all know that retaining a current customer is more cost-effective than bringing in a new customer.  That’s why developing your customer database for future marketing [out of warranty, tested not sold, etc.] is so important.  Your customer database [read more here] includes your most qualified leads – those that are not as price sensitive – and nurturing these relationships will reap continuous rewards.

Reaching out to your current database with targeted messaging across the traditional mediums – direct mail and telemarketing – will result in a higher response rate and more positive return on investment [ROI].  And as mentioned earlier, it’s best to take the time to build an email contact list by collecting email addresses from you customers – let them ‘opt in’ to receiving email communication from your practice.

What’s Next?

Once you have your targets identified [compiled from both your customer database and prospect lists], remember to develop a marketing plan to reach these consumers on a frequent and consistent basis.  Also, think about the communication strategy [i.e. “what you want to say”] in order to convey relevant messages to each segment of your list.  Your target audience will appreciate the time and effort you put into speaking to them based on their needs via the mediums they prefer and you will reap the rewards.

Questions?  AHAA Marketing is here to help!  Contact Keara M. Piekanski, Marketing Manager at kpiekanski@AHAAnet.com

Integrated, Organized and Educated Marketing

7 Mar

Every marketing plan should start with an overarching, ‘big picture’ strategy to ensure the correct audience is being targeted, the budget is being used wisely across mediums that produce opportunities and everyone within your business is privy to and educated on how to capitalize on the marketing efforts.

Integrated Marketing

When approaching your marketing plan, it’s imperative to take an integrated approach when choosing the strategy.  By ‘integrated,’ we mean incorporating the initiatives that drive traffic to your business while targeting both your current and future target markets.

Why is this type of strategy important now?  We’ve been saying for a few years that direct response marketing to your current customer [the 65+] should be your focus.  Your marketing strategy still needs to rely heavily on this goal, but you also need to plan for your future target [the Boomer] via multiple marketing mediums.

The Marketing Pyramid

No doubt you’ve heard us talk about the strategic importance of the ‘pyramid’ approach.  That’s because it’s the best use of your time and marketing dollars, plus it produces the most opportunities.

The crux is this: focus 80% of your efforts on your current patient database, physician referrals and patient referrals.  These are your most qualified leads and will produce opportunities with the least amount of effort.

The other 20% of your focus and budget will be prospect marketing [i.e. direct mail, newspaper, telemarketing, etc.] to continuously feed the pipeline with new customers.

Using this combined strategy will leave no stone unturned and produce a constant flow of opportunities 

Marketing is a Collaborative Effort

In order for your marketing initiatives to be as effective as possible, your entire staff needs to be on board.  Successful marketing is a collaborative effort between all facets of your organization, from the front office through the audiologist/dispenser and everyone in between.

For example, make sure the front office personnel are generating patient referrals, identifying out of warranty opportunities and rescheduling cancelled appointments.  Plus, ensure that they understand the all current marketing initiatives [direct mail, newspaper, etc.] to handle incoming calls and set appointments.

Apply these same principles to all positions – practice development representative, telemarketer, and audiologists/dispensers – so the entire office is ‘on the same page.’

Many strategies and tactics need to work together for optimum marketing performance.

Many strategies and tactics need to work together for optimum marketing performance.

Ready to Get Started?

Beginning with these ‘big picture’ strategies will keep you organized and focused while working towards a path of positive return on investment when it comes to marketing for your business.  Reaching the appropriate target audience, capturing opportunities from both your current customers and new ones will keep the pipeline full and creating an environment where all employees are working toward the same goal will collectively help your  marketing dollars go farther and produce better results!