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They’re Just Not That Into You

Whether you’re an established health system or a new health IT company looking to move into the market, consumers should be the heart of your approach to digital marketing. Implementing a consumer-centric marketing strategy requires a fundamental shift in the way we connect and build relationships with your key audiences.

While B2B or B2C relationships are different than interpersonal relationships, trust still plays a crucial role in establishing and maintaining a relationship no matter the context. Without it, any relationship is sure to fail – and in healthcare, that is no exception. In fact, according to ReviveHealth’s annual Trust Index, which measures the levels of trust between all key B2B healthcare players, trust is universally recognized as the essential ingredient to successfully moving into the new era of healthcare delivery and financing.

To build a more meaningful relationship with your audiences, your marketing strategy must accurately deliver upon your brand promise. Your marketing efforts can promote trust by being present where your audience is – from patients to physicians, health IT startups to hospital leadership  – providing value at every turn, and continually engaging with audiences in a meaningful way. Every aspect of your marketing campaign must meet their expectations.

For example, to design a PPC campaign (pay-per-click) campaign that builds trust, design ad copy that correlates with your targeted keywords and matches your consumers’ landing page experience. While sensational ads may drive clicks, visitors arriving at a landing page only to discover they’ve been mislead will surely erode consumer trust in your brand.

To help you reframe your digital marketing, we’ve provided examples of how these principles play out in paid search, or PPC.

1. Be there

Again, you must be present where your audience is. This means showing up for the right keywords, in the right publications, at the right events, and on the right platforms. In the context of paid search, “being there” means targeting the right keywords. Without a solid foundation in place, even the best paid search strategy will fall short.

  • Spend time thinking through the keywords your audiences use when conducting searches and why they use them
  • Compare these keywords against those that your competitors are advertising
  • Identify any gaps where you can add value to a previously-overlooked phase of the consumer journey

2. Adding value

You must add value with each and every interaction. This means offering consumers what they actually need, not just what you think they need. When it comes to marketing in a consumer-driven world, a one-size-fits-all approach will fall flat. To truly provide value, you must tailor each experience for your specific audience.

  • For paid search, deliver a landing page experience that succinctly aligns with each individual ad group
  • Develop several different landing pages for each targeted ad group to ensure your landing page experience speaks directly to your customer’s specific needs without overloading them with information
  • Before launching your paid search campaign, put yourself in the mindset of your intended audience and assess if your offering truly adds value

In an effort to continue building trust with your audience, it’s important to ensure your landing page aligns with your ad copy, and that your ad copy aligns with the keywords you’re targeting.

3. Keep engaging

Frequency is key to establishing a meaningful relationship with consumers. You must continually engage with your audience. To assure your audiences continue to engage, provide content that aligns with each step of the customer journey.

  • In a B2B environment, send a follow-up email offering a relevant whitepaper or case study after an individual submits their information on a targeted landing page
  • For a patient-focused approach, send a follow-up email providing information on an upcoming event your health system is hosting that aligns with their specific interests

4. Optimize

The beauty of shifting to a relationship-based marketing model is that the continued engagement with consumers gives you the ability to collect and leverage data to continually improve your campaigns.

For example:

  • Below-average click-through-rates (CTR) are a good indicator that your ad copy isn’t resonating with your audience and it’s time to revise, reworking the ad copy to better align with searcher intent
  • If you’re seeing well-above average CTRs but your landing page bounce rates are high and conversions are low, that’s an indication that the landing page isn’t appropriately meeting consumer needs and it may be time to test out different variations

Replacing the fragmented, episodic communication typical of traditional marketing with a relationship-based approach allows healthcare marketers to establish deeper, more meaningful relationships with consumers. Instead of pushing your marketing message out to the masses, first ask yourself what your audience really needs, and deliver it in a tailored way.

June 22, 2017
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