To get and stay in front of your telehealth target audience, you need a multi-faceted marketing approach. How to achieve this without oversaturating the market can be a challenge. Here are the five key steps to creating a cross channel marketing strategy that will convert.
Staying in front of your target audience is a must-do to market your telehealth program. With the average patient requiring at least six marketing touchpoints before considering using a new healthcare provider, maximizing your brand’s exposure is mission-critical to the success of your business.
The question then becomes how to stay relevant to your target audience without overexposing them to your marketing messages?
Cross channel marketing.
This digital marketing approach involves leveraging a host of different online mediums to expose your audience to your brand in various ways. For example, a cross channel marketing campaign may include the use of sponsored social media content, an email campaign, search engine ads, print materials disseminated in physical office locations, and even using native advertisements on mobile applications your target audience may use. With this strategy, telehealth programs are able to get in front of patients as often as possible, on the channels they use the most. Cross channel marketing enables telehealth providers the ability to provide an integrated and consistent experience for consumers across their brand.
Here are five steps to take to ensure your cross channel marketing campaign is highly effective.
Step 1: Define and set baseline costs throughout the funnel. It is important to begin with this step so that you understand which tactics to use at the top of your sales funnel as well as the baseline costs for each component. From there, you will be able to determine your baseline costs for conversions and appropriately budget your marketing spend. From a paid strategy perspective, it is essential that you consider the baseline results you can expect from the different platforms you use and how each channel contributes to the overall patient journey. For example, a patient may enter your sales funnel by first clicking on a Google ad. To move them to book their first appointment, you may need targeted social media ads or email nurture sequences to move them through your sales funnel. In this first step, invest time in mapping out the typical conversion cost by reviewing your analytics for each channel and how they can work together to increase your patient acquisition. It is by defining and analyzing your baseline costs that you will be able to strategically determine the types of promotions you can use in each channel.
Step 2: Measure and track your key marketing metrics. With various channels being used, it is critical that you monitor the success of your marketing campaigns both on a holistic level and individually per channel.
Calculating landing page conversion clicks to your website, cost per conversion, and sales revenue generated per channel are all important metrics to consider. The more data you are able to collect and analyze, the more equipped you will be to optimize your channels to drive more conversions.
Step 3: Spend your budget based on your business goals. You should have a clear understanding of what you want to achieve with your cross channel marketing campaign. Generating brand awareness is different and will result in a different outcome than trying to increase app downloads or compel new patients to book their first telehealth appointment. With a tangible business goal in mind, you should set and stick to your marketing budget.
Step 4: Understand your conversion cycle. Your marketing efforts may take time to show results. By defining what your conversion cycle time frame is, then you are better able to determine how long you need to market and on what channels. You may find that having a sponsored Facebook ad may generate more leads that take a longer time to convert to new patients, whereas a more expensive Google ad may yield fewer leads, but have a higher new patient acquisition rate. The key will be in identifying what your highest performing channels are and how the costs for these channels align with helping you achieve your business goals.
Step 5: Analyze your success and optimize your channels. There is no one-size-fits-all approach to cross channel marketing. What channels you use will largely depend on who your target audience is and what your business goals are. By collecting marketing data and tracking the ROI of your marketing campaigns, you will be able to position your brand on the right channels to achieve the desired results. Optimizing your channels as much as possible to stay in front of your target audience is essential in positioning your telehealth services program as the one to trust.
When marketing on more than one channel you will often find that each channel works in different ways for the audience(s) you are trying to reach. In some cases, this can be delineated across clear demographics or generational lines. For example, if your target audience is Baby Boomers, reaching them through email or printed marketing materials may be the preferred route. However, for younger audiences, such as Millennials and Generation Z, implementing a robust social media and mobile app advertising strategy may serve to be more beneficial. The key will be in understanding your target audience and crafting a cross channel marketing approach that maximizes your brand’s reach on the channels they frequent the most.
If you’re working to create the most effective channel mix and targeting strategy for your telehealth offering, let me know if you’d like some help. Despite the obvious advantages that cross channel marketing can provide in exposure for your brand, it can be rather challenging to navigate to find the right marketing mix and the right marketing spend that will yield the greatest results.
But it doesn’t have to be – if you’d like some help, let’s talk.