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May 2010 News in Healthcare Marketing Synergy + Economy = Profits Sure, an integrated marketing campaign creates twice as much work for the marketer, but it costs less per channel, and generates much better results than a single channel campaign. The profit margin that often results tends to be worth the extra effort. You can easily obtain lists and creative at a discount when you purchase them together, but the real benefit comes from delivering your message to the audience repetitively, and doing so through different media. A consistent message delivered through a variety of media makes a much greater impact than repeating the message over and over through the same single media channel. How much impact? That's easy to measure. On your next campaign, withhold two control groups to test. Send one only e-mail, and the other only postal mail. Send the balance using both postal and e-mail, and see how the results stack up. Complete Market Coverage is designed for integrated marketing. Purchase a universe of e-mail addresses, and we'll give you the postal address for any we do not have an e-mail address for at half the base rate. When you see the results, you will want to integrate all of your marketing campaigns from now on! Involve Nurse Practitioners and Physician Assistants in Your Campaigns The shortage of primary-care physicians has meant that more of us are seeing Nurse Practitioners or Physician Assistants for basic healthcare needs these days. It is a change to the way health care has traditionally been delivered. This change can represent a great opportunity to expand your audience. Nurse Practitioners and Physician Assistants make many of the same care decisions that Doctors have traditionally made. So if your product or service is normally offered to doctors, you might consider whether Nurse Practitioners or Physician Assistants are now in position to make the purchasing decisions. They are an audience segment that is just now coming into their own. As a result, they are gaining inclusion in many marketing programs. Make sure you are among those including them. As a new audience, they could be among your most successful segments. DMD Data maintains one of the most comprehensive databases of Nurse Practitioners and Physician Assistants anywhere. As always, we pride ourselves on the quality of the names we have available, as well as our vast selections that help you narrow down the group most likely to take advantage of what you have to offer. Smartphone Use by Doctors Keeps Growing 80% of Doctors will have smartphones by 2012. When we speak to any audience, we look for characteristics that are common among members of that audience. To find something shared by 80% of any audience is remarkable. The fact that 80% share a common means of communication begs a marketer to take advantage of that opportunity. The next generation of smartphones uses apps rather than web browsers to execute functions, and right now, there are over 1,500 professional healthcare apps in Apple’s app store alone. Medical professionals find the usefulness of hand-held devices growing. Marketers would be wise to join the group that communicates with them through those devices. Direct marketing, social media, and outbound marketing all have a place in the hand-held world. The time is right to find your place there as well. (Read more) |
