Ensuring Marketing Success in Healthcare

1© Direct Choice, Inc. 2011. All rights reserved.

Ensuring Marketing Success in Healthcare

Direct Choice Inc.480 East Swedesford Road, Suite 210

Wayne, PA 19087610-995-8204

www.directchoiceinc.comEmail: [email protected]

http://www.directchoiceinc.com/

mailto:[email protected]


The Healthcare Marketing Landscape…

In the shadow of the numerous compliance and regulatory policies that are currently – and will be – in existence, companies that are hoping to stay relevant in the Healthcare vertical need to understand the enormous challenges facing them in the rush to meet the needs of each patient and consumer.

Additionally, marketing in this vast space has become increasingly more comprehensive. Campaigns have to be well thought out and streamlined to achieve maximum benefit, while also staying within the legal parameters. Whether it be Product Launches or Physician Programs; Patient Compliance Initiatives or Brand Acquisition Programs, choosing a marketing strategy cannot be done without significant due diligence.


Ensuring Marketing Success in Healthcare – What you will learn…

• The questions Healthcare Companies in need of Marketing Assistance SHOULD be asking…

• How WE know the answers…

• The components of a fully-developed Healthcare Marketing Proposal…


What makes today’s Healthcare Marketplace so DEMANDING?

Highly competitive

marketplace

Healthcare Reform (Current and Future)Consumer Confusion

(Individual and

Group)

Recessionary

economy

High number of uninsured

Streamlined product

portfolios

HIPAA and 65+ market regulatory Structure (CMS, DOI, etc.)

Role of data

Online and Offline Marketing

Integration


How to determine gaps in your Healthcare Marketing Strategy

• Are your current response rates all that they could be?

• Are brokers your only channel for small group?

• Are you spending a ton of money on DRTV?

• Are your renewal rates less than 95%?

• Are you cross-selling actively or not at all?

• Are your brokers as happy as they could be?


How WE know the answers…

About Direct ChoiceDirect Choice, Inc. is a full-service agency dedicated to the sophisticated demands of the next evolution in direct marketing for national and regional brands. We believe in one-to-one dialogues with individual prospects and customers.

Our cost-effective, multi-channel strategies are focused on an integrated approach, meeting each consumer or business decision-maker where they live, breathe and work. To make it happen, we deploy full services for our partners, including data-driven strategy, planning, media optimization, multimedia on- and offline creative tools and total turnkey production services.


How WE know the answers (continued)….

• Founded in 1995

• Located in the Philadelphia, Pennsylvania area.

• Specialists in ROI and Data-centric lead generation.

• Acquisition and CRM / Retention Specialists for both Individual and Small Group Clients.

• Significant Blue Cross Blue Shield experience.

• Winner of numerous awards, including the National Center for Database Marketing Gold Excellence Award (CRM).


How Healthcare Companies determine Marketing Solutions…

• Strategic Planning and Development ideas.

• Integrated Creative Research and Execution.

• Online (Appvertising™, Website, Landing Page, Email, PURLs, Social Media, etc.).

• Media (Planning, Buying & Placement, Lists, Analysis, etc.).

• Production (Print, Mailshop, DRTV, Radio, Tradeshow).

• Telemarketing (Inbound, Outbound, ASR/IVR, Scripting, Appointment Setting).

• Problem Solving and Rapid Response.

• Simple-to-Complex Fulfillment (Product, Medical Device, Literature, Pharma, Rebate Checks, FDA & ISO 9000 Certified).

• Compliance with Federal Organizations and Regulations (CMS, DOI, HIPAA, MIPPA, etc.).

• Measurement and Analytic Capabilities (Segmentation, Customer Analysis, Lifetime Customer Value, etc.)


Components of a Successful Marketing Pitch to Healthcare Companies

• Direct Response TV / Radio Strategy

• Search Engine Optimization (SEO) Strategy

• Direct Mail Fulfillment Strategy

• Outbound Telemarketing Strategy

• Order Capture / Inbound Telemarketing Strategy

• Public Relations Strategy

• Non-Conversion Strategy

• Analytics and Monitoring Strategy


Questions to Address for a DRTV / DR Radio Investment

Goal of Segments:• Driving product and

brand awareness • Generating leads and

sales

Target Audience:• Primary End User• Primary Target• Sweet Spot• Historical Results

Objective, Creative and Offer:• Media buy Strategy

and Principles• Production Costs• Talent Acquisition• Video Development,

Testing and Launch

Supplements:• Editing for Offers and “800

Number” Campaigns• URL and Inbound phone

response channels• In-Flight media

management

Tracking and Reporting


Questions to Address for a SEO Investment

Keyword Development: • Industry-relevant words and phrases based on industry-related searches•Development based on company philosophy and goals• Social Media research (e.g. Twitter “Hashtags”)• Interactions• Competition

Keyword Management:• Scheduling of use• Set up of “Listening Tools”•Monitoring / Refinement based on quality and analytics


Questions to Address for a Direct Mail Fulfillment Investment

Customized Package Development:• Tailored vs. one-size-fits-all• Full compliance (HIPAA/MIPPA, CMS, DOI, ISO9000, FDA,

etc.)• Literature and product fulfillment kits

Capabilities:• Timeframes• Efficiency standards• Accuracy records


Scripting

Strategically researched markets

Custom Database with scrubbed list.

List Acquisition / “Do Not Call” List Records

Call Center Training

Questions to Address for an Outbound Telemarketing Investment


Questions to Address for an Order Capture Investment

Inbound Telemarketing Set-Up• Capture media-driven phone responses•Determine whether priority is on Conversion vs. Qualifying

“Landing Page” for online orders

Rules and policies to define “qualified” leads

Training for call-center representatives.

Demographic information for potential future expansion:• Age•Gender• Calling for themselves or for someone else•Geography


Questions to Address for a Public Relations Investment

Media List Development

•Mainstream and Trade Publications

• Television / Radio

Media Relationships and Placement History

Press Kit Development

• Press Releases

•One-pagers

•Whitepapers

• Supplemental Materials

Event Planning


Questions for a Non-Conversion Strategy Investment

Rules and policies to define “qualified” leads for prospects that respond, but do not purchase.

Non-conversion fulfillment package to lift overall response.

Outbound telemarketing follow-up strategy


Questions for an Analytics and Monitoring Investment

Visibility and metrics from campaign to conversionMonitoring and reporting from all touch-pointsData consistency across all customer interactions Access to reporting for campaigns at-a-glance Visibility into what's working, and what's not Profiles of promising prospects for targeted follow-up


We have the Answers to Your Healthcare Marketing Questions

Nick Lanzi, PresidentFar from a figurehead, Nick is a hands-on presence at Direct Choice, bringing his industry-leading experience in key areas, including fulfillment and partner relationships in addition to his leadership role. He is a pioneer in direct marketing customized fulfillment concepts with such clients as Sprint and Roche Diagnostics. His solutions have revolutionized turnaround times and customization capabilities for marketers in diverse verticals. Nick began his direct marketing career at Devon Direct/Euro RSCG and is an alumnus of The Pennsylvania State University.

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Ensuring Marketing Success in Healthcare

Health & Medicine

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