Creating Better Marketing Outcomes
By Alicia Ross, Phonak Sr. Manager, Marketing Communications
You have a plan to grow your practice. It’s now time to develop and invest in marketing so that plan begins to flower. During Phonak R!SE 2019 Symposium, I shared with attendees how to create better marketing outcomes using the below insights.
Know Your Audience
From now until 2030, 10,000 Baby Boomers each day turn 65. However, not all segments of boomers are the same, and each segment — and their life experiences — is unique. We can’t expect every boomer to respond to the same media and messaging.
Dive in to Your Data
So how do you acquire new patients if their experiences are different? Data driven marketing is the key to reaching prospective patients in a way that is meaningful to them. And the good news is that the data already exists in your database.
Getting to know your existing patients even more allows you to make informed decisions and some assumptions in order to generate a marketing strategy that creates better outcomes.
Where do you begin? Identify and collect more information than the usual demographic detail (age and gender and what marketing piece they responded to). Go deeper by capturing additional data, such as:
- How and where did you hear about our office?
- Was it a letter they received in the mail or did they find you online?
- And where online — Facebook or Google?
The reason to explore this further is important. You will know that if you executed marketing via Facebook and an ad was served to this patient that he/she clicked on it, or if he/she searched and was served a Google Ad, or did he/she search and select you organically. While these are all digital marketing, they are three very different places and tactics.
Ask More Questions
Don’t stop collecting more insights from your patients. Ask more questions about their interests. Include:
- Do they like to stream Netflix movies, watch television or visit museums?
- Are they working full time?
- What types of activities do they participate in? Sports, fitness classes, book club or gardening?
- Do they like to travel?
- How many children and grandchildren?
- What are the interactions with family members?
You suddenly have more data that can help you create the right communication paths for each prospective patient. This allows you to send the right message, at the right time and in the right place. This creates better outcomes of your effort and saves you money that you can spend on additional tactics to reach more new patients.
Alicia Ross is the Phonak Senior Manager, Marketing Communications. She passionately works to help hearing care providers connect with patients to provide the services they need to hear better.