What Healthcare Companies are Missing from Their Marketing Strategies
As an experienced digital marketing firm, we have worked with many healthcare companies to assist them in marketing strategy and planning, fine tuning their online programs, and creating cohesive brand messaging. Over the years we’ve developed strategies to drive marketing success, but there are a few places where most healthcare companies struggle.
The following are three common opportunities for improvement we see when working with a healthcare company. Sometimes a few small changes can mean a big payoff in your marketing goals, like attracting qualified leads and improving website conversions.
1. Unification and Communication
Many of the larger companies we’ve worked with already have an internal marketing team that is working hard at creating brand awareness, digital content, and conversion paths for their target audiences. However, these teams are often siloed and cut off from access to important and necessary resources. A fragmented marketing system creates more unnecessary work while leading to missed opportunities.
Even the strongest marketing team will struggle to be successful if they don’t have access to the right tools. Your website is one of your most valuable assets so making it difficult for your marketing team to make updates and changes creates unnecessary delays; small delays can snowball into significant roadblock for new initiatives and time-sensitive campaigns.
We’ve found many organizations have the IT department managing the company site, meaning the site is treated as an IT device and not an essential marketing tool. Shifting focus and giving more autonomy to your marketing staff is one of the first steps towards a cohesive inbound marketing program.
To maintain an engaging website, your team must have the ability to update content, refine SEO strategies, improve navigation, etc. Your marketing team must have access to make consistent changes to attract, delight, and ultimately convert, site visitors.
To make your website work as a marketing tool, it’s important to ensure it is consistently evolving. Google and other search engines favor new content, so relevant content can attract viewers while also improving SEO. Blogs, tutorials, videos, and pillar pages are all areas of a website that can work to provide value to users and improve your web presence.
When your marketing team has the access they need and freedom to make needed changes, you are boosting the value and success of your website for the entire organization.
2. Measurable and Actionable Data
By and large the teams we work with are really smart and talented, but it’s difficult to recognize the success of their efforts if there is no clear measurement of the ROI. Measuring the success of your marketing program not only shows if you are going in the right direction, it is also essential when advocating for marketing investments to their leadership.
There are two ways you can immediately implement tracking and measurement to allow a marketing department to report on success or areas in need of improvement:
- Google Analytics
Access to website analytics is a first step towards tracking measurable goals. Google Analytics makes it easy for users of all skill levels to collect and analyze website data.
From one convenient and accessible dashboard, your marketing department can track increases in traffic and monitor where they are coming from. When you know where your audience is coming from, you know where you get the most attention and where you should focus your marketing efforts.
Departments can also set goals based on set criteria to measure specific strategies and campaigns. This data is key to making smart changes so that you can maintain an ever-evolving marketing strategy and stay ahead of the curve.
- Forms and Landing Pages
While many companies are using forms and landing pages, there is often room for improvement in how these tools are used. Fortunately, a few quick and simple changes can be extremely effective in marking and measuring success.
Landing pages are one of the most common conversion paths used to guide visitors to specific information relevant to their inquiry. Interested users will receive valuable information and in return may provide back some information.
If the user is interested they may fill out the form offered on the landing page, giving you a new conversion. The strategy is popular and effective because the path is clear and provides marketing with all the necessary data- the success of the landing page, form, and even the ad, post, or email that brought the viewer to the page.
However, if a company is using the same landing page and form for every campaign, ad, or social media post, there is no way of determining what content is driving leads. By segmenting and coding forms and landing pages to be ad or campaign specific, you can compare which content and strategies are most effective in engaging your unique audience.
3. Compiling and Sharing Assets
Transparency and communication are essential to maintaining an efficient and effective marketing plan in any organization. In larger companies we often find there is a lack of communication between departments, which eventually creates more work for the marketing department and becomes a deterrent to strategy.
When departments don’t communicate effectively, assets and opportunities are lost. We’ve found that different departments are capable of creating great content in many forms such as webinars, presentations, whitepapers, landing pages, or customer stories, all of which contain valuable information that could be utilized by the marketing department. Unfortunately, siloing within the organization can make it so the marketing department is unaware this valuable content even exists.
Consistent communication between marketing and sales, research and development, and other areas helps marketing to create targeted campaigns that are comprehensive and represent all areas of the organization. It also creates a library of assets from all departments which marketing can draw from when creating inbound campaigns, saving them valuable time and utilizing all resources at hand.
Additionally, sharing assets and increasing communication means that the marketing department has a better understanding of the needs of the organization as a whole. Are the leads brought in by inbound efforts qualified, or is the sales department finding most of them to be dead ends? Does the target audience need to be redefined? Are more leads coming in through a certain social media platform, or is there more of a boost after a newsletter is sent out? This kind of valuable information can help marketers refine and tweak campaigns to remain in-line with the needs and wants of the consumer.
Healthcare Marketing Strategy
A marketing program that is versatile and scalable gives your brand room to grow and adapt. 2020 has taught us that the ability to pivot and redirect marketing campaigns is essential to all types of organizations.
When the marketing department has access and the ability to make quick changes to your website and has open communication with other departments, there’s a better chance to make positive and timely changes. When their efforts are measurable, it gives them the confidence to advocate for their department, and be considered a valuable asset to the entire organization.
If your healthcare company is struggling with its marketing strategy, or you are finding it difficult to create comprehensive campaigns that produce the desired results, consider starting with these two areas, they are the first step to creating a robust and successful inbound marketing program.
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