Omni-Channel Marketing: The Recommended Approach

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.

What You Didn’t Know About Marketing

Every quarter, we conduct ROI reports for Associates who share their marketing results with us. We then compile those results and look at the data from a broader perspective to determine marketing trends in our industry.

Here are three interesting insights from our most recent ROI analysis that we all can benefit from.

did you know

At 87% digital marketing brings in the highest ROI?

With an average cost per call of $13 and cost per appointment of $99, Digital Marketing has the lowest cost of acquisition and highest ROI.

If you aren’t sure how your digital marketing is performing, contact Consult YHN’s marketing team for a FREE digital marketing analysis and website assessment.

It is important to realize that a strong marketing strategy requires a multi-media approach and a robust digital marketing presence. To drive traffic to your website — and ultimately to your practice — you need to consider other digital marketing strategies above and beyond a static online presence. Consult YHN partners with several digital marketing vendors that offer a variety programs that can boost your digital marketing strategy.

did you know

With $1.4M last year, direct mail brings in the most profit?

Our Associates invested over $1.9 million in marketing and 87% of their profit came from direct mail – $1.4 million over the past year!

If you aren’t making a profit from your direct mail, let Consult YHN’s marketing team help you. We can determine what kind of response you should be getting and do a deep dive on your direct mail strategy to maximize your results.

While direct mail can be costly and response rates have declined, it is still the number one opportunity driver for our Associates. That is why it is important that you have a direct mail strategy in your marketing plan, but one that doesn’t consume your entire budget. We recommend allocating about half of your marketing spend toward direct mail and strongly encourage you to review your results on a consistent basis to ensure you are getting the most out of your marketing dollars.

did you know

Your $1 grows to $1.87 when you have a marketing strategy?

For every $1 our Associates invested in marketing, they made $1.87! Do you know how much money you are making from your marketing?

You don’t need an Consult YHN marketing plan for us to develop an ROI analysis. Send your results to Consult YHN’s marketing team and we will provide you with insight and recommendations.

If you didn’t know, Consult YHN’s marketing team offers consultation and design services for FREE to all our Associates. We work as an extension of your practice to determine the most effective ways to reach new leads and keep you in touch with your existing customers.

Call the Consult YHN marketing line at 800-984-3272, option 8, and one of our account executives will answer all your marketing questions!

Marketing Trends You Need to Know.

We all know that marketing can be challenging! At Consult YHN we want to make sure our Associates are getting the most value from their marketing investment. To do that we routinely analyze our customers’ marketing program results.  Then, we assess the performance of the individual practice’s efforts against their marketing plan and provide recommendations for investment adjustments to make it a stronger plan.

In creating these comprehensive marketing ROI reports we’ve noticed some trends. We’ve collected those results and summarized the data to reveal what is working, and what is not!

011718-infographicSo… are you getting the most value from your marketing budget?

Contact the Consult YHN Marketing Department today for an objective review of your marketing ROI. Call 800-984-3272, select Option 8 for Marketing or email us at marketing@ConsultYHN.com today!

Would you like to improve your Social Media presence? Click here to download a copy of our latest white paper. 

 

Marketing Trends You Need to Know.

We all know that marketing can be expensive! At Consult YHN we want to make sure that our Associates are getting the most value from their marketing investment. To do that we routinely analyze our customers’ marketing program results.  Then, we assess the performance of the individual practice’s efforts against their marketing plan and provide recommendations for investment adjustments to make it a stronger plan.

In creating these comprehensive marketing ROI reports we’ve noticed some trends. We’ve collected those results and summarized the data to reveal what is working, and what is not!

AHAA-011369 Marketing ROI

So… are you getting the most value
from your marketing budget?

Contact the Consult YHN Marketing Department today for an objective review of your marketing ROI. Call 800-984-3272, select Option 8 for Marketing or email us at marketing@ConsultYHN.com today!

Would you like to improve your Digital Marketing awareness?
Click here to download a copy of our latest white paper.

 

 

Is Your Marketing Working For You?

Consult YHN Associates see the value of marketing and how it is a necessity in order for their practice to grow. Incorporating marketing initiatives into your business development strategy is just the first step towards a successful marketing strategy.  In order for your marketing to be truly effective, not only do you need a solid plan in place, you also need to track its effectiveness to make sure you are getting the most return on your investment.

Start with a Plan

A marketing plan is based on a defined budget, typically a percentage that encourages growth, and includes all of the direct marketing initiatives to drive traffic. It can seem overwhelming to earmark and plan for 12 months of marketing, but it’s better to have a plan and tweak it than live with the chaos of constantly ‘shooting from the hip.’ This is why we strongly encourage reviewing your return on investment on at least a quarterly basis. This will help identify which initiative(s) have the highest return on investment and what ones need to be re-evaluated.

Track the Effectiveness

The easiest way to get started with analysis is to incorporate call tracking numbers into your marketing plan and monitor each initiative separately [e.g. direct mail, newspaper, web, etc]. For the additional minor expense [typically 1% of your overall marketing budget], it is worth it to KNOW whether the phone is ringing.

As you collect this tracking information on a weekly/monthly/quarterly basis, you will be able to determine what’s working and what needs to be adjusted within your plan. There are so many ways to slice and dice the data but the overarching goal is to make sure that your marketing dollars are generating opportunities for your practice.

Analyze the Data

The numbers don’t lie; you’ll be surprised at the misconceptions we often have about what initiatives work best. Don’t be surprised after analyzing the data if you find that your practice is getting an lightbulbaverage number of calls from marketing pieces but the appointment conversion and sales are below average. In this instance, the marketing worked, but there was a breakdown in the sales process preventing a maximum return on investment. This is a prime opportunity for training and process improvement.

In other cases, tracking has shown that what works for the majority of practices differs for others. For instance, newspaper inserts typically receive a higher response rate than full-page ads. However, in some cases this ‘norm’ is flipped and by analyzing the data, smarter marketing decisions can be made. By reviewing data, previously scheduled tactics can be adjusted for optimal response rates.

The aforementioned are just a few examples of the benefits that come out of tracking and analyzing data. Let your marketing dollars go further – track, analyze and adjust your marketing plan on at least a quarterly basis to maximize return on investment!

Are you interested in incorporating tracking tools into your marketing plan and/or reviewing results? Please contact marketing at marketing@consultyhn.com  to set up a meeting and discuss your marketing needs.