It’s the dawning of the age of Aquarius healthcare consumerism, and individuals these days take a far more active role in their healthcare decisions. Just as they do when they’re booking a vacation, Americans now research physicians, compare clinics, source peer recommendations and make their decisions based on a value proposition that includes convenience, pricing and quality.
Hitting the right note in your community is essential to enable your organization to build a brand that speaks to the audience’s needs and wants.
Know Your Audience
Appealing to your target market in a way that resonates with them takes the intimate knowledge gained through accurate market research. Look at what competitors are doing, conduct surveys of satisfied clients and implement social listening to discover the topics and activities your audience is engaged with.
Use the findings to create detailed customer personas, which will enable you to customize your marketing and answer their most pressing questions—often before they ask them.
Provide the Right Information
To hit the right note in your community, it’s important to provide them with the information they need in the format they want and prefer. Market research will help you determine what those are, but marketers have to ensure the content they distribute delivers the appropriate message.
Using the power of predictive data to analyze and understand the stage your customers are at in their healthcare journey makes it possible to personalize communications. In other words, you are able to provide exactly what they need to know, when they need to know it.
Measure Performance
These days, healthcare marketers can’t afford to get it wrong. There’s no need to, however, with the performance monitoring tools available. For every campaign, identify what you need to track, how you will measure it and how you will use the data to improve future efforts. The Content Marketing Institute has helpful information you can apply to most types of digital marketing, to provide the insights you need to consistently improve your marketing.
If you’re looking at the right metrics in your healthcare campaigns, you’ll know what’s working and what isn’t. This will help you get the results you want, which is critical for boosting both revenue and profitability.
For more information on how to hit the right note in your community, call Wax Custom Communications at 305-350-5700 or visit waxcom.com.
