Post on 28-Jul-2015
Three Steps to Marketing Like a Retailer#CapstratHC
April 7, 2015
ACAAccess to information
Ability to shop
Custom products
Financial implications
Buildrelationshipswith consumers,not patients
30,000brandmessagesdaily
72%have searched online for health information
65% use WebMD
How do you build relationships?
Define
Engage
Optimize
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Defining yourtarget audiences
Success requiresspecificity
What do they think?
What do theyneed and want?
How do theybehave?
Tailor a planthat fits yourbudget andinfrastructure
Engage the stakeholderswho shape your brand
© 2014 Capstrat LLCAll Rights Reserved
Large-scaleapproach
Develop an understanding from:
CRM/database audit
Website audit
Competitive audit
Media audit
Measure consumer attitudesthrough opinion pollsand focus groups
© 2014 Capstrat LLCAll Rights Reserved
Small-scaleapproach
Your database isnot just a database
Use it to find look-alike audiences via Facebook and display ad networks
A well-crafted search campaign can alsotarget people searching for your services
Track and segmentbased on who engages with your message
Audience personasbecome your foundation
© 2014 Capstrat LLCAll Rights Reserved
Engage youraudiences
For each persona:
Map the journey
Plan the tactics
Share the right content
© 2014 Capstrat LLCAll Rights Reserved
Map the journey
Connecting with consumers is a journey, not a destination
Create content for key decision points in a persona’s journey
© 2014 Capstrat LLCAll Rights Reserved
Plan the tactics
Integrate communications tactics for maximum impact
PAID OWNED EARNED
© 2014 Capstrat LLCAll Rights Reserved
Share theright content
…to the right people, at the right moment and in the right way
© 2014 Capstrat LLCAll Rights Reserved
Always beoptimizing
Scale Measurement
Google Analytics+
Facebook Insights +
Email platform analytics
or
CRM
Measurement Framework
Questions?
Kelly Calabriakcalabria@capstrat.com
919-882-1983
Mike Kondratickmkondratick@capstrat.com
919-745-3677
mkondratickkellylucascalabria
“Start fromwhere you are.”
Pema Chodron