Healthcare Marketing Today

Making Radio Relevant

Presented by:Monica Wurstle, President

A full-service healthcare consulting firm MONICAWURSTLE@AOL.COM

Naples, Florida

239-537-8377

RADIO RADIO ADVERTISING ADVERTISING

BUREAUBUREAU

INDUSTRY FEAR FACTORS – 4 R’S

REFORMMedicare, EHR

REGULATIONCompliance, HIPAA, Accreditation, Licensing

REIMBURSEMENTInsurances, Bad Debt

RECESSIONEncroachment, Under Utilization, Charity Care

Fear of Advertising – Why Radio ?

Dailies? Weeklies? Television? Radio?Website? Direct Mail? Pay Per Click?E-Newsletter? Yellow Pages?Community Events?Sponsorships? Hospital Events?Physician Marketing ? Lifestyle Magazines?Medical Society Initiatives?

Overcoming Perceptions about Radio

Fear of Peer Perceptions

Good Doctors don’t need to advertise. Advertising makes me seem desperate.I need to build referrals not advertise.

ANSWER

Doctors are Consumers Too !

Overcoming Perceptions about Radio

Fear of RadioRadio is hard to do, time consuming and

expensive. “I’ve spent money on ads and got no results.”

Newspaper, Magazine is easier.

ANSWER

Show, Don’t Tell !

Overcoming Perceptions about Radio

Fear of Cost versus Return on InvestmentYellow Pages cost a lot but all my patients use the

phonebook.I spent money on internet and am not getting a thing

from it.We don’t track where new patients are coming from.

ANSWER

Reach, Frequency, Traffic, Call to Action !

NEVER GIVE UP

48% Never Follow up with a Prospect

25% Make a 2nd Call then Stop

12% Make a 3rd Call then Stop

Only 10% of Sales Pros Go Beyond 3 Contacts

80% of Sales Made on 5th to 12th Call !

You’re in the Door – Now What?

Ask the Right Questions –

What do they want… not What do you need to sell

Know Their Business, challenges and opportunities Research the providers competition Review your resources - add value

BE THE MARKETING PARTNER THEY TRUST AND TURN TO.

What They Want – Ask Yourself?

HOW WILL MY STATION HELP YOU …

Increase Volume of Preferred / Insured Patient

Increase Physician Referrals / Utilization

Increase Revenue, Control Expenses - ROI

Gain Respect / Awareness by Patients and Colleagues

BE KNOWN AS THE EXPERT IN YOUR FIELD

Research - What to Ask & Why

Define what the provider wants to achieve.

RevenuePatients Recognition as brand leader / expertMarket Share Expand practice – new physician, office,

service

What are the top 5 services you provide? What part of business would you like to grow? How will you measure or track the success of your

advertising? What is your Call to Action

The Ultimate Insiders Tip

The Continuum of Care Generate New Sales, Bigger Deals,

Long Term Relationships

- Think, Work and Create like the Providers Do- Build prestige, strength and referrals among

participating providers- Provide affordable introduction into broadcast

- Position station as The Community Health Partner- Capitalize on National Health Observances

A Continuum of Care Women’s Health

WOMEN

Obstetrics Gynecology

Low Risk -

High Risk

Childbirth, Midwifes

Reproductive

Perinatology Neonatology

IVF - Genetics

DME - Safety

Family Planning

Male Urology

Pediatrics

PediatriciansSub -Specialists

Women’s Health Continuum continued

WOMEN

Gynecology

Annual ExamsAdolescent

Teen Health

MammographyLaboratory

Uro-gynecology

AgingMenopause

Pelvic DisordersOrgan prolapse

MammographyBone Density

Cancer, SurgeryMedication

Counseling, Diagnostics,

Rehab,

BladderIncontinence

Surgery, MedsRehab, Nutrition

Counseling Fitness, Support

Cancer,Orthopedics

DiagnosticSurgery, Meds

Counseling, DMEPlastic Surgery

Women’s Health CampaignPackage Options

10 – 15 spots Medical Minute – on air/online rotate experts

Web Banner w/link & SEO 10 fixed sponsor billboards Tell A Friend on air/online, social networking

Wellness Event - at Mall, at hospital, multi-sites

Women’s Nite Out – at Conference Center, Hotel, Restaurant, Hospital …

A Continuum Review– by DiagnosisDIABETES

Adult &Pediatric

Internal MedFamily Practice

OB/Gyn

CardiologySubspecialty

VascularVein Centers

OpthalmologuOptometry

Vision Centers

ENTsHearing Centers

Hearing Aids

PodiatryFoot & Ankle

Specialty Shoes

KidneyNephrology

Urology

NeurologyNeuropathy

HeadacheSleep

PharmacyDME

Grocery Stores

Wellness,Support Groups

Hospital,ADA DiabetesEducation

Weight LossFitness Centers

EndocrinologyOrthopedics

Rheumatology

Diabetes Health Campaign Observances

March, April, May – 13 weeks Diabetes Day Kidney Month Vision Month Foot Health Month Women’s Eye Health Month Hearing Month – Lifestyle radio Stroke Month Physical Fitness Month Irritable Bowel Month

Provider Campaign Observances

March, April May – 13 weeks

Doctor’s Day, March 30 Health care Volunteer Week Lab Professionals Week Nurses Week Hospital Week Nursing Home Week Emergency Services Week Medical Transcriptionist Week

Seasonal Health Campaign

June, July, August – 13 weeks –Family Fitness

Summer is A Great Time to Get Fit Schedule elective procedures, annual check-ups,

screeningsProvider Volumes Down

Men’s Health Month, June Women’s, Children Health – July, August Back-to-School, Immunization Month

Using the Continuum to Plan, Propose and Sell

Station Support is CRITICAL to Success Define Group of “like” services, package and sell. Add value of station resources – Website, print, promos Proven Campaigns :

Fixed billboards, sponsorships – Your Health by … Medical Minute – health news breaks Your Diabetes Health Station Talk Stations - Forum on (Disease, Lifestyle, Topical issues) Tell-A-Friend – 6 to 13 weeks (facebook, twitter, myspace) Women’s Nite Out – 2 or 3 times a year Health Fairs, sponsorships, events – annual Medical Societies, Medical Affairs, Medical Ed sponsorships

Don’t Forget Your Website !

RADIO AND THE WEB – THE NEW POWER COUPLE

Use your Traffic, SEO, Metrics to Entice Providers

Use Your Newsletter Subscribers for Extended Promotions

Use Podcasting to Create Win-Win Internet Marketing

Create New Value for Your Advertisers

WHEW ! It’s Over !

Healthcare is complex – World of Opportunity

Understand Fears to Gain Respect and Overcome Objections

Use the Continuum and Observances to Create multi-faceted campaigns to MANY not just a few

Promote, package and sell ALL your station’s strengths and resources

Position your station as the HEALTH EDUCATION STATION

Thank You for This Opportunity!

National lecturer on Healthcare Topics providing on site training, workshops and seminars to improve sales and understanding.

Strategic & Tactical Marketing Plans Branding & Identity Logo development and collateral materials Campaign Development & Implementation Print, Broadcast and Online Advertising Patient, Consumer, Physician Relations Community Outreach & Special Events Marketing Research and Tracking Patient Satisfaction Customer Service Training Internet Strategy, Websites, SEO, PPC, Social Media

Monica N. WurstlePresident,

Healthcare Consultant

monicawurstle@aol.com

239-537-8377

Naples, Florida