Marketing for Healthcare Providers

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast. You’ll also be provided with lunch and breaks throughout the day.

Part 1: Context

• What’s happening in healthcare?
• How have consumers/patients changed?
• What are the key issues, challenges and opportunities you need to consider?
• How can marketers address these challenges and reach their goals?
• What’s on the horizon? What does the future hold?

Part 2: Market Analysis and Opportunity

• Defining your market (size, type, discipline, etc.) and opportunity
• Analyzing PSAs, SSAs and expansion markets
• Identifying specific service line, brand and primary care opportunities by market/city/zip
• Promoting hospitals and retail locations (e.g., urgent care, dental, outpatient surgical centers, pharmacy clinics)

Part 3: Audience

• Defining your target audiences using data
• Build complete, action-oriented patient personas
• The typical consumer journey to seeking healthcare
• Using predictive models to determine the timing and purpose of patient encounters

Exercise 1: Conducting a Market Analysis

Exercise 2: Building a Persona

Part 4: Integrated Marketing Campaign Planning

• Service line acquisition including specialties like neurology, bariatric, oncology, OB/GYN, orthopedics, cardiovascular
• Primary Care Physician campaigns and the impact on system ROI
• Same Day Care campaigns – urgent, emergency and primary care with redirect strategies
• New Movers marketing
• Campaigns for retail and office care including pharmacy clinics, dental, behavioral health
• Omnichannel approach including search, email, programmatic display, video and native advertising, social media, traditional media, direct mail, connected TV and mobile

Exercise: Developing an integrated campaign

Part 5: System-Wide Brand Activation

• Fit with service line marketing
• Impact on service line marketing
• Setting KPIs, marketing return on investment and analytics

Exercise: Linking brand and service line success

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

Part 6: UX, Design and Creative for Attracting Patients

• Content marketing planning and execution
• Creative insights and pitfalls to avoid in healthcare marketing
• Nuances of email and direct mail development
• UI & UX for websites, microsites and landing pages

Exercise: Creating a content map

Part 7: Measuring Performance: Conversion, Optimization and ROI

• Using tag management for effective digital tracking
• Merging offline and online activities through form & call tracking
• Understanding web analytics and what’s important to track
• Planning and executing conversion optimization across campaign tactics
• Using data visualization tools to develop insights
• Defining the conversion funnel

Exercise: Linking KPIs to business objectives

Part 8: The Data-Driven Ecosystem: The Marketing Tech Stack for Healthcare

• CRM, Customer Data Platform, marketing automation and how they all work together
• EHR integration and the challenges of using patient data
• Analytics and reporting tools to help you track success
• HIPAA and HITRUST issues to be aware of

Part 9: Developing a Complete Campaign (Group Project)

Part 10: What's Next

• Discuss next steps back at the office
• Discuss deliverables
• Final questions/comments