Strategies to engage your target audience ann marie mayuga for cocma - october 17, 2014.docx
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Presented by Ann Marie Mayuga, AMM Communications, Public Relations Marketing & Training of St. Louis, MO, to members of the Continuum of Care Marketing Association, on Friday, October 17, 2014.
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Strategies to engage your target audience ann marie mayuga for cocma - october 17, 2014.docx
- 1. “Strategies to Engage Your Target Audience…Make Your Message Clear and Concise” by Ann Marie Mayuga
- 2. Across the nation, healthcare and business communication is becoming increasingly complex
- 4. You won’t achieve your marketing goals if your audience is confused
- 5. You want to improve your written and verbal marketing communications
- 6. 3 Ideas for Effective Healthcare Marketing communications!
- 7. Three Tips for Engaging with Your Target Audience
- 8. Know your
- 9. Be clear about your brand
- 10. Make sure it is brought to life
- 11. Don’t try to be all things to all people!
- 12. Get the basics right
- 13. Don’t try to be too clever
- 15. Make it easy for them to take action
- 17. If You Don’t Enjoy it, They Won’t
- 18. Don’t make them think too hard
- 19. Happiness is family and friends
- 20. Three Things to Remember for Healthcare Communications
- 21. Patients don’t connect with medical statistics
- 22. Physicians are focused on outcomes
- 23. Patients only care about feeling better and being healthy
- 24. Solution? Have two types of marketing materials
- 25. Patients don’t care about medical tests
- 26. No Confusing Statistics or Medical Scans
- 28. Tests can be painful
- 29. Patients detest Medical and Marketing Jargon * A cephalohaematoma (British English) or cephalohematoma (American English) is a hemorrhage of blood between the skull and the periosteum
- 30. 7 Deadly Words of Healthcare Marketing COMPREHENSIVE INTEGRATED MULTI-DISCIPLINARY Szabowski & Rosenberg - http://www.healthleadersmedia.com/page-1/MAR-292666/7-Deadly-Words-of-Healthcare-Marketing
- 31. 8 Overused Marketing Words Care Results Meet Turn-Key Gordon - https://www.youtube.com/watch?v=SizV4eN273U
- 32. Top 15 Overused Business Words for 2013 1. Content 2. Social media 3. Sustainability 4. Transparency 5. Literally 6. Guru 7. Utilize 8. Robust 9. Ping 10. Big data 11. Nouns used as verbs (to concept, to ballpark, to impact) 12. Seamless 13. Moving forward 14. The cloud 15. Offline Griswold - http://www.businessinsider.com/most-popular-business-words-of-2013-2013-11
- 33. Three Ways to Connect Emotionally with Your Target Audience
- 35. Marketing words are not distinguishing characteristics
- 36. Your Target Audience Expects You to be Compassionate and Caring THIS… NOT THIS!
- 37. Everyone Claims to be #1 with No Proof
- 38. Emotional = Positive Experiences
- 39. A Heartfelt and Warm Ad
- 40. Focuses on Family and Friends
- 41. Happiness and Quality of Life
- 42. Functional = Fast and Efficient
- 43. People are in a Hurry!
- 44. Slow Means Losing Money
- 45. Demonstrate Being Fast and Efficient
Notas do Editor
- Could I have a show of hands – How many people in the audience market for a company that serves patients? Now, could I have another show of hands of how many of you market for a company that caters to physicians or other healthcare providers? Thank you. This helps me know my audience before I begin my presentation. I’ll be presenting the 3 ideas that you can use immediately for effective healthcare marketing communications. I will provide the key points and explanations for each topic. I will also provide tips on how to connect emotionally with your target audience. Next we’ll have some time for your questions. Finally, I’ll conclude my presentation. Let’s get started!
- We have all seen how many healthcare related marketing messages we receive every day. Healthcare marketing is everywhere. On the billboards on our commutes to work, on the radio in our car, in the magazines we read. But, how many of them do we truly remember? We are bombarded by 1500 marketing messages every time we log into Facebook, and that is just one website! Statistics show that we are exposed to over 22,000 marketing messages per day, so you can see how easy it is for healthcare communications to get lost in the shuffle.
- The problem with most healthcare marketing communications today is that for the most part, they all say the same thing. If you think about it, you could easily take an advertisement and interchange the names of competing products or services, and they would all say pretty much the same thing. In addition, there are far too many words and confusing terms that prevents these messages from being effective. It’s time to cut the confusion and make your marketing messages clear and concise.
- Can I have another show of hands: How many of you have seen an ad or other marketing communication from your competitors that left you scratching your heads, wondering what makes them so special? Thank you. The kicker of this question is that you are in the industry and are familiar with your product or service. Now imagine you are a healthcare consumer, a patient, who is trying to cut through all the noise and make an informed buying decision. Added to trying to make this decision, they might be in pain or suffering some health related issue. Do you think that they want to sift through the marketing information and become even more confused? NO! So you have to remove the confusion from your marketing message if you want to achieve your marketing goals.
- Improving your written and verbal marketing communications is the logical place to start. I want you to picture it in your minds, for a moment and put yourself in the shoes of the consumer. Is your marketing message too generic? Would you be confused with the marketing message?
- During my presentation today, we will cover 3 Ideas for Effective Healthcare Marketing Communications and three tactics to support each idea. By the way this presentation will be available on my website AMMCommunications.com and in a link that I will send out later today.
- The first idea for Effective Healthcare Marketing Communications, that I would like to cover today is “3 Tips for Engaging with Your Target Audience”.
- This sounds so simple, but how many of you feel confident that you could go to one of your employees or co-workers right now, and he or she could tell you in 1-2 sentence what the brand of your company is today? I can tell you this, if your own employees don’t know your company’s brand and can’t communicate it to you, how do you expect your targeted consumer to know it?
- How many times have you heard “We care about you!” or “People who care!” Who is the judge and how do they measure their level of “caring”? This is an arbitrary opinion and not a fact. This is where you have to be clear about your brand or you will be lumped together with your competitors and be considered a commodity.
- People do business with people they know, like, and trust, not some faceless company. Once you have nailed down your brand message, make sure that it is brought to life through the words you choose. You do this through using testimonials and case studies, and by communicating clearly without medical jargon or business speak.
- It is never a good idea to try to “boil the ocean”. It is impossible to be all things to all people. There may be many competitors in your healthcare space, but it is the people in your company that deliver the service. No two people are exactly alike and there is where your value lies. Focus on the people providing service to your clients and you will stand out from the crowd!
- All too often, marketing messages become confused by the sheer amount of words and excessive information piled on top of them. Keep it simple and easy to comprehend. Get the basics right!
- Have you ever seen a marketing communication try to be too clever, and end up falling flat on its face? The problem with being too clever is that your target audience may not see your true marketing message. If you make people think too hard about what you are trying to say, they may just give up and move on. The worst outcome would be that you might possibly offend someone who doesn’t think that your cleverness is amusing or cute.
- Can you picture in your mind, right here, right now, the face of your ideal customer? Or maybe it is a group of people? Marketing communications needs to be aimed at these specific group or individuals because they have the same needs as other people. With my business, we help clients develop marketing personas, which are profiles of ideal customers. These personas are very valuable in creating marketing communications because they allow you to write your communications as if are having a conversation. This will help you use a natural conversational tone with syour marketing communications.
- Don’t make them think! Make it easy for them to take action, whether that is going to your website, sending an email, or picking up the phone to talk to you. Believe it or not, people still like to pick up the phone and calls, especially when they want instant answers, so remember to have your phone number prominently displayed in your communications.
- Don’t make people expend a lot of time and effort finding the service that you offer. Make it a hassle-free and pleasurable experience. If your business has systems in place to make working with you an enjoyable experience, by all means, communicate it! This is an area where you can really toot your horn and promote the how easy it is to work with you or your company.
- Now I want you to think about your job as a marketer for your company. Without telling anyone, do you really and truly enjoy your job? If you are not enjoying marketing, it will be reflected in your marketing communications. Your employees, co-workers, and customers will know it as well.
- We all know what the KISS principle is…the challenge is to actually implement. It is difficult to take a complicated ideas and distilled it down to its true essence to make it simple. KISS is an acronym for “Keep it simple, stupid” as a design principle noted by the U.S. Navy in 1960. The KISS Principle states that most systems work best if they are kept simple rather than made complicated, therefore simplicity should be a key goal in design and unnecessary complexity should be avoided. This is also a good principle to apply to healthcare marketing. Don’t make your customers think too hard or else they will give up. Keep it Simple!
- If you are marketing to patients and the patient’s family and loved ones, their primary concern is health and well-being so that they can spend more time with their loved ones/ If you can tap into how your product or service can make it easy and painless for the patient to enjoy their time with family and friend, that should be at the core of your healthcare marketing message.
- The second are Three Things to Remember for Healthcare Communications.
- Physicians may care about medical statistics and outcomes but patients don’t. Again, patients only care about their health, well-being, and quality of life. So don’t include medical statistics in your marketing communications. If you are marketing to both patients and physicians, then you should have two sets of marketing materials.
- Physicians are scientists and as scientists they are focused on outcomes. They are able to process a large amount of data and information quickly. Your marketing communications should include outcomes data. You can also include scans, medical imagery etc. that may be of interest to physcians, but would not interest the patient.
- Again, patients primary concern is to feel better, be healthy, and be heard. Medical scans and equipment scare and intimidate them. They care about quality of life with family and friends, so you should include that imagery in your healthcare marketing.
- The solution is to have two types of marketing materials, not only in print form, but also on your website. You can create two different landing pages or portals for patients and medical practitioners, and create marketing communications specific to each group.
- Medical tests and scans intimidate and scare patients Medical tests can be invasive and painful. Scans can be time-consuming. Patients typically can’t read X-Rays or Cat Scans because they don’t know what they are looking for.
- Even with physicians and medical practitioners, it is important to highlight exactly the data that you want them to review with citations to lend credibility to your data. This is not the opportunity for a data-dump! Be selective and use only the most helpful and informative outcomes data. Physicians don’t always want to derive the meaning from your message and expend a great deal of effort trying to figure out what you are saying.
- Stay away from terms like “state-of-the-art” because that translates into being relatively untested, even if it is FDA approved, and ultimately more expensive! Patients and physicians, are increasingly more cognizant of the cost of tests and procedures because of the Affordable Care Act.
- Above all, tests can be invasive and painful. They scare children. Patients dread having multiple tests so you should downplay this in your healthcare communications.
- The root most medical words are Greek or Latin, and it seems that physicians and medical practitioners toss around these words while patients don’t’ rally understand them. But patients, the consumer, also detest obvious marketing words. Let’s cover some words to avoid in your healthcare communications.
- Avoid these seven deadly words in marketing messages, both internally and externally. These words are not distinguishing characteristics and they are what people expect you to be: Comprehensive – this may mean something to healthcare marketing professionals, but it doesn’t necessarily mean the same thing to patients or consumers. A better description is “having the ability to successfully track all the points of care so that we can make sure you’re getting the right care, at the right time, at the right place.” Integrated – What does integrated really mean in 2014? Shouldn’t we as consumers expect our healthcare providers to be integrated is some way already? Continuum – With all due respect to our hosts at COCMA today, when I hear the word, I think of the hit show on the Sci-Fy Channel! Advanced – There are medical and technology advances every day. Can you still be advanced if your product or service was develop last week, last year? Care – This is an overused word that is easy to say but not so easy to demonstrate. Everyone says that we care, but do they really? Close – Distance is relative. To be really close, you would have to be located next door to a patient. Multi-disciplinary – And finally, this word is really meaningless. I would expect to see a specialist if I needed a specialist and see who I want to see.
- CARE – We care, from people who care – How with this benefit me and how will you show it? RESULTS – A general, toothless promise. Prove it with testimonials AMAZING – How many truly amazing things have you seen in your life? MEET – Every advertiser promises to meet your needs or why else would be buy the product or service. Tell me how your product or service will EXCEED expectations. QUALITY – Consumers feel that quality is a given. Tell consumers the ways that you ensure quality TURN-KEY – Turn-key solutions breed skepticism and fear of loss-of-control NUMBER 1 – Everyone claims to be #1 with very little proof. Claiming that you are #1 is all about you with no advantages to the customer.
- Additional, this is a list of the Top 15 Overused Buzzwords from 2015. Try to eliminate these words from your general business communications.
- For our 3rd and final idea for Effective Healthcare Marketing Communications, let’s review Three Ways to Connect Emotionally with your Target Audience
- Share stories of your personal struggle and triumph. If you have not experience this particular challenge, you can find someone who has and is willing to share their story. Human struggle is a large part of life and that is why movies of struggle and triumph are so popular.
- It is all puffery unless you can truly show that your product or service can improve a persons well-being and quality-of-life
- Another way to attract new business is to share the pain and struggle of your patients and clients. (You may need their permission to use their name or you need to keep that confidential.) So, if you have helped your clients or patients experience triumph and victory you want to share this information to attract new clients that want those same results.
- Don’t claim this again.
- The third way to use emotion to attract new clients or patients is to paint a picture for a new, improved and better life that brings in more happiness, love, success, health, healing, relationships, connecting with the community, and confidence. (In relationship to what you offer.) Again, these are basic needs and desires of individuals. So, if your product or service can demonstrate and illustrate a new picture for the patient’s life you will surely attract new business.
- Ask yourself and your team: How can we make it better for patients, their families and significant others? What else can we do to enhance comfort, communication and wellbeing? Can we enhance the environment? It can be the little things that can make all the difference.
- Use your own personal experiences as well as the experiences of your current clients, patients or customers with an authentic, genuine and compassionate intention to help others. Remember that patients want to spend time with their family and friends, while enjoying life.
- One area that you can highlight is how fast and effective you are. Have you ever seen the billboards advertising the wait times at the Emergency Room. These are powerful and simple symbols of how fast and effective a hospital can be. Note: efficient is not necessarily the word I would choose. Effective means an impact. You are solving the problem.
- For example, these billboards appeal to the over-programed and harried parent that needs to bring in their child suffering from a sports injury. If your healthcare communications can appeal to the fact that people are stretched for time. it will get noticed! The idea is that customers call you and its done right the first time. Saving time and money.
- On the other hand, slow means losing money, for the patient who has to take off work or having to spend money to pay someone to do something that he or she cannot. For a business, slow means losing money on lost sales. Promote how fast and efficient you can provide your product or service!
- Finally, the proof is in the pudding – Don’t just tell them, show them! This would be a great opportunity for testimonials and case studies from happy customers.
- Now it’s time for your Questions! <CONCLUSION SLIDE> Well, I’ve covered a great deal of information today on how to make your marketing clear and concise. Before I close my talk, let’s review what we have discussed today Today we covered 3 ways to improve your healthcare marketing communications, which are: Three tips for engaging your target customers by: knowing your brand, getting the basics right, and making it enjoyable. Three things to remember for healthcare communications: patients / customers don’t connect with medical statistics, Patients don’t care about medical tests; patients detest medical and marketing jargon. Three ways to connect emotionally with your target customer: self-expressive = image oriented; emotional = positive experiences, functional = fast and effective. Again this presentation is available on my website and there will be a link sent to all of you.