As the hearing industry gets more competitive, it is essential to have a marketing communication plan that incorporates streamlined messaging via every medium. The path to device purchase can start or end at any time, in any location or any device for that matter — to be a leader in this market, it is imperative for your business to provide a seamless user experience.
That is where the omni-channel marketing approach comes in to play: Delivering the same message on different platforms, which not only optimizes your advertising dollars, but also better engages your audience.
For example, take a direct mail campaign that you tie to an open house event or, better yet, a community event like a lunch and learn or educational seminar. Instead of relying solely on that direct mail piece, here are a number of other avenues that you can utilize to promote that event:
Follow up phone calls.
Every direct mail vendor that we work with will allow you to obtain a phone list of the individuals you mailed to for a nominal cost — typically about 10 percent of the distribution list. You can also use this as an opportunity to speak to your database as another way to generate event attendance.
When you actively call your OOW, TNS, Cancel/No Show patients, along with your direct mail targets, 1 in 3 will schedule an appointment!
If your practice does not have the staff to make these calls, Your National Call Center can help. They will work as an extension of your practice to bring you quality opportunities and save you time, effort and money.
Promote through digital marketing.
Social Media: Post the event details on any social media page associated with your practice. Upload the PDF of the creative or simply outline the details within the post.
PPC: If you have an existing pay-per-click strategy in place, work with your digital marketing agency to pull the messaging from the direct mail piece, convert it to an online ad, and capture leads.
Email: If you currently have an email marketing strategy, use this event as another way to speak to your patients. Even if they recently purchased, they may know someone who may be interested in attending the event.
Consult YHN Associates who are investing in digital marketing doubled their marketing spend in profit! If you need assistance with your digital marketing strategy, Consult YHN’s Marketing Team can help. We can provide insight on your existing digital marketing strategy or provide recommendations on how to get one in place. We also have free white papers that review how to implement digital marketing and social media tactics.
Run an ad in the local newspaper.
Based on our quarterly Associate marketing ROI analysis, ads drive more opportunities when they are tied to a specific event.
Event-driven ads tend to bring in more qualified leads, which yields a positive ROI. We develop ads for Consult YHN Associates, free of charge! Check out the variety of ad templates available via Marketsource. We can easily adjust the messaging to be consistent with your direct mail piece and work on your behalf to negotiate ad rates, reserve placement, and release the creative.
Utilize your network within the community.
Another idea to consider is speaking to your local network of businesses to see if they would be willing to help promote your event.
For instance, if you have a Practice Development Representative (PDR), your event is another opportunity to speak to local physicians. Print out the direct mail piece or let us help you convert it to a flyer for presentation in their waiting rooms. Apply the same approach to any senior center, supermarket or other local business that has an event board you can post to — they represent other great ways to get your practice’s name out in the community without having to spend money.
At Consult YHN, we have Wellness representatives that can help you implement a physician marketing and/or community outreach strategy that is suitable to your practice. Contact them about your own ideas and any questions you may have.
As a marketer, I am a firm believer in the omni-channel approach in order to generate more leads. By adding one or more of these options to your direct mail campaign, you will decrease your dependency on the success of the piece itself and increase your branding/exposure within the community.
About the Author
Lindsey Pierangeli joined Consult YHN in 2012 and serves as the Marketing Manager. Previously, she held marketing positions with advertising agencies and worked on accounts such as Amazon and Coca-Cola. Lindsey graduated Magna Cum Laude from Johnson and Wales University.