Your Video FICS:
Review Lesson Three - Prescribing & Procedural Data Selection Review Lesson Two - Review Lesson One -
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| March 2011 News in Healthcare Marketing DMD's Steve Mandell On Revolutionizing Data
Nurse Practitioners and Physician Assistants Healthcare professionals have seen a shift in primary care, moving toward nurse practitioners and physician assistants. The rest of the Along with their increased responsibility in providing care comes their increased desirability to companies that serve the healthcare industry. It is important that we understand their role in practicing medicine to understand their purchase decision making, and how it is evolving. NPs have been around since the 1960s to help alleviate the doctor shortage of that time, but their demand waned just before medicine made a permanent place for them in healthcare. Now they are back, and their role is here to stay. A move many of us believe is long overdue. Let Nutse Practitioners and Physician Assistants know that you care about them and their role. They often find themselves included in medical lists, but not always in mailings targeting their position. They are lumped in with doctors as potential decision makers, but much of what they receive is not created strictly for them. Use the terms Nurse Practitioner and Physician Assistant when they are your primary target. Better yet, make them the primary target of your campaign. When they see that your offer is tailored to them, your response will improve. Take a look at our lists of Nurse Practitioners and Physician Assistants. As always, we give you the most data, and the tools to use it. Integrated Marketing Tips There has been an increase in direct marketing budgets lately. Direct marketing has continued to deliver the best return on investment of any marketing media, even through the long recession. It has higher upfront costs, but the return on your investment is the best in the business. Be sure you take advantage of these tips to maximize the success the medium offers. Matching Creative – Use the same imagery on all components of a multi-channel campaign. Focus the creative on an iconic figure. Either an illustration, photo, or graphic treatment that will stand out and be recognized as part of the campaign. Of course, that icon must remain consistent with your brand, but help the reader tie all the touch points of a campaign together. Repeat the Benefits – It may seem as if there is no real need to repeat the same on a direct mailing, an e-mail, and a web landing page too, but reinforcing the entire message, not just the call to action, is critical to reinforcing the reason your audience should take advantage of your offer. Frequency Over Reach – It is always best to identify a willing audience and keep repeating a consistent message to them than it is to make your offer less often to a wider group. Our human nature urges us to spread the word widely, but resist that urge for the best rewards. Start your Integrated marketing campaign with DMD's Complete Market Coverage. Direct marketing success has never been easier. The FICS for Those Who Crave Counts We’ve spoken to many users of our FICS (Fully Integrated Customer Solution) system, and it seems the more customers use it, the better they like it. It makes sense too. As a tool, it was created to allow users to dig into our files, and get counts based on any number of selection criteria. No pressure from a salesperson, no need to feel like your option choices are taking up someone’s time. The system does a lot more than most similar count selection programs found in the industry. It is difficult to know all the things it can do unless you take the time to investigate the system. That is why we started our video series. We put together several two minute videos to walk you through some of the innovative and interesting features of the program. They are simple to follow, and may show you ways to use the system that you may not have know exist. So check them out. They are short to save you time, but what you will learn will make you even more effective in developing counts that fit your project perfectly. Lesson 2: The Grouping Function |
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