News & Insights
News & Insights
BY ANNE DINAPOLI BLOCK
The power of data and analytics continues to shape the role of marketing within any industry. Approaches for healthcare marketing shouldn’t be any different than how retail-brands seek to drive incrementally with marketing efforts through full-funnel audience-based strategies. With data at the center of all we do, BPD has crafted a simple six step approach to building best-in-class omnichannel experiences in healthcare.
Step 1: Understand your audience
To create a successful omnichannel marketing strategy, you need to know who you’re trying to reach like the back of your hand. Knowing your audience- who they are, their needs and preferences and key motivations will build the foundation of your approach. Dive deep into data and analytics from existing patients or research to help gain insights that will drive audience development.
Step 2: Define your goals
It may seem simple, but outlining your objectives clearly will take you far. Do you want to increase brand awareness, drive patient engagement, or boost conversions? Setting specific goals will guide your strategy and ensure you stay focused on what matters most. If you need to deliver against it all, setting priorities of your objectives is key.
Step 3: Establish consistent messaging
Consistency across all channels will enhance outcomes. Your brand voice, tone, and messaging should resonate with your audience and be recognizable across every touchpoint. This builds trust and strengthens your brand identity. For omnichannel, consider how your brand lives in every single patient touchpoint.
Step 4: Integrate your channels
Break down the silos. Seamlessly connect your website, social media platforms, email marketing, and any other channels you’re using. This integration allows for a cohesive customer journey and enhances the overall experience. Building synergy in this experience takes time and effort, but the impact will be tremendous.
Step 5: Personalize when you can
Tailor your content to suit individual preferences. Personalization is the secret sauce to capturing your audience’s attention. Leverage data to deliver targeted messages and offers that speak directly to their unique needs. BPD offers ways to help scale personalization across touch points.
Step 6: Measure and optimize
Track your efforts diligently. Monitor key metrics such as engagement rates, conversions, and ROI. Use the insights you gather to refine your strategy and make data-driven decisions.
By following these steps, you’ll be well on your way to creating a powerful omnichannel marketing approach that drives results for your healthcare organization. BPD can help lean in to create comprehensive strategies or turnkey solutions throughout all these steps as you’re building.
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