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August 6, 2016

8 Critical Things You Need in Your Healthcare Marketing Plan

Sam Lloyd

Hello readers! Welcome to Klicker – The Best Inbound Lead Marketing Agency you’ve never heard of…..until now.

Have you been the advertising man for an organization within the health care sector? Interested in better plastic surgery marketing? Have you been having trouble getting started in your healthcare marketing plan? With this type of big business, it can not be easy to determine where you should concentrate your efforts.

1. Product and Services Audit

This is so, so important. Knowing your services and products inside and out will work wonders for your marketing attempts, and make your life a whole lot easier.

That means understanding exactly who is using your services and why they’re using them. You’ll want to align each offering to a specific buyer persona (see below) in order to maximize the effectiveness of your marketing.

2. Know Your Buyer Personas

Defining clear buyer personas is vital to get the most out of your marketing plan. Otherwise, you don’t really know who you’re selling to.

A buyer persona is a fictional (sort of) ideal customer for your business that you create through research and data analysis of existing customers. Odds are your business could have multiple buyer personas who either use the same or very different products and services, but you won’t know until you start digging.

Identifying buyer personas lets you hone in your sales messaging to target these people specifically, since they’re the ones who matter the most to your business.

Getting as specific as possible with your buyer personas is crucial. There might be a huge gap in the reasons why someone chooses to get a breast augmentation versus someone who undergoes laser wrinkle removal, but you won’t know for sure unless you use real data and research!

3. S.M.A.R.T. Business, Advertising and Sales Goals

SMART stands for:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Timely

Your marketing goals should always be supported by the SMART framework, otherwise they’re going to fall through.

Want to increase leads? That sounds smart, but it isn’t SMART. To rewrite this goal as part of the SMART acronym, we could change it to read:

Increase web consultation requests by 10% by the end of the third quarter.

SMART goals are way easier to track, and thus way easier to achieve. Besides creating SMART goals, it’s important to segment your goals into:

  • Business Goals
  • Marketing Goals
  • Sales Goals

Like so…

Business Goals

Business goals are goals your entire company wishes to achieve, meaning the big picture. All of your other goals need to move the needle for your business at large, or they’re not truly being effective.

Marketing Goals

Marketing goals should be broken down into inbound vs. outbound, specific channels such as social media, blogging, etc., and should all be weighed for pros and cons to see the most growth for your business.

Sales Goals

Sales and marketing are often more separate than you might think. While a marketing agency can bring in leads to a plastic surgery business, it’s ultimately up to the surgeon and his staff to close the deal and convert consultations into clients. Sales goals and marketing goals support each other, but definitely aren’t identical.

4. Sales Process Overview

The connection between sales and marketing goals with overall business goals is vitally important to your healthcare marketing plan’s success.

Developing your plan revolves around identifying key hangups in the buying process, figuring out what makes your customers tick, what their biggest problems are (that they hope to alleviate by choosing your company), and your marketing team gathering as much information from your sales team as possible.

5. Marketing Summary and Gap Analysis

A gap analysis goes over your marketing plan and identifies wherever you need more effort to meet those SMART goals you laid out earlier. That could mean website improvements, revising your sales funnel, figuring out why competitors are beating you, etc.

A gap analysis can help steer marketing strategy and identify key areas of opportunity you may have missed when first formulating your marketing plan.

6. Campaign Foundations

Before we get started with the main event, laying out the foundations of your marketing campaigns is necessary to get off on the right foot. Get any social accounts up and running, set up whatever marketing software you want to use, write your email templates, do whatever it takes to get ready for opening day.

7. Map Out Long-Term Strategy

Figure out what you’re going to be blogging about and why. Nail down which keywords you’ll be targeting. Decide which landing pages you want to build. Each step in your marketing plan should have a clearly defined how, when and why.

8. Know Your SMEs

Your SMEs (subject matter experts) are your go-to people for in-depth, technical knowledge. For plastic surgery, that might be the surgeon or office manager, and not even belong to any marketing team.

Content written for complex fields like healthcare has more technical nuances than content written for other niches, so fact-checking is even more important than usual.

Developing a great healthcare marketing plan is much like developing a marketing plan for other professional niches, but it’s NOT identical. Getting your plan right means choosing a marketing team who understands the differences in planning and execution and gets the job done right.

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