To tweet or not to tweet, that is the question?
Faced with a dizzying array of possibilities from twitter to facebook to YouTube, LinkedIn, flicker and others, healthcare providers are struggling with developing a comprehensive social media strategy to engage their customers.
Understandable really. Some of the concern comes from not understanding the power and uses of social media and how consumers are the new paparazzi. Some comes from trying to figure out how a social media strategy fits into the overall marketing plan. Some is purely from executive ignorance in not understanding the place and uses of social media in the life of the healthcare consumer.
In many cases its all of the above and others, including and by far the most pervasive, the never ending paralysis by analysis planning loop and engaging in that quest for the perfect best practice before proceeding.
In these situations it is about internal marketing leadership.
As the marketing expert in your organization, you need to step forward and educate what social media is, how to use it and its advantages to the organization.
It's not just a facebook page, LinkedIn, blog, web site or twitter.
This is an opportunity to experiment, to deliver new content, new key messages with non-traditional methods to reach out too and engage in a meaningful way the healthcare consumer. An opportunity to engage in dialogue, a dialogue which the healthcare consumer desires to have more than you can imagine.
Follow these steps and you're on your way to developing and implementing a strategically-focused, comprehensive and fully integrated social media strategy:
1. Strategy first, tactics second. Any old road will get you to where you want to go without a clear identifiable strategy. This is no different than a traditional marketing approach. Integrate the tools and techniques of social media into your overall marketing efforts.
2. Be clear about your messages and what value using these tools will bring to your healthcare consumers. The purpose is to engage in a dialogue not shout at them. You have to understand what type of information and content your consumers want. Without that knowledge you can say whatever you want, but chances are no one will be reading, responding or listening.
3. Take an integrated approach. What goes on your web site is also on facebook and used in twitter to drive traffic to you. Twitter is a great way to send out links for health related articles or news and information. Have a video? Post it on YouTube. Writing a healthcare blog? You should be if you're not. Make sure twitter, facebook, YouTube, flicker etc., follow you buttons are on your site. Running Back-to- School, Sports or Camp physicals? Put it on twitter, facebook and even those coupon sites like Groupon. Holding a health and wellness event, ditto.
4. Use QR codes with your web site or specific page links or phone number embedded in them to drive them to your site, call center or service line. Through the use of QR codes you can make your print and traditional activities social in nature.
5. Remember at all times your are building brand, perception and experience. This just isn't nice to have, people will remember what you say and do. Be right the first time.
6. Devote resources, budget, time and personnel for the task. This is not a part-time job. It requires a full time position to manage the channels, content and distribution. Your challenge is to keep in front of your healthcare consumers with relevant information, all the time. Attention spans are short. If someone sees no changes on a pretty regular basis in your content or information, they will fall away.
7. Measure everything. Evaluate. Adjust based on your findings.
8. Be creative, don't limit yourself to the tried and true or what a competitor is doing. Be an innovator.
9. Use social media with your physicians and employees to communicate, build organizational support and loyalty.
10. Build excitement around what you are doing, then start all over and begin again.
Jump right in the waters fine!
You can continue the conversation with me on:
LinkedIn: http://www.linkedin.com/in/krivich0707
Twitter: http://www.twitter.com/mkrivich
Michael Krivich is a senior healthcare marketing executive and internationally followed healthcare marketing blogger read daily in over 36 countries around the world. A Fellow, American College of Healthcare Executives as well as a Professional Certified Marketer, American Marketing Association, he can be reached at michael@themichaeljgroup.com or 815-293-1471. Areas of expertise include: brand management; strategic marketing; sales and marketing integration; physician marketing; product launch; start-up launch and revenue growth; tactical market planning; customer experience management; rebuilding and revitalizing marketing operations; media relations; and service line revitalizations. Mike is Huthwaite SPIN selling trained and a Miller Heiman Strategic Selling alumni.
Showing posts with label Home Care. Show all posts
Showing posts with label Home Care. Show all posts
Creating a Sustainable Healthcare Marketing Operation in a Consumer-Driven Market
6:39 AM
Brand, health systems, Healthcare Marketing, Home Care, hospitals, Medical Device Manufacturers, revenue, Specialty Pharmacies
Sustainability...Presence...Perception...Experience...
These are the four constants that direct-care healthcare providers need to understand and incorporate for success in their marketing operations and campaign efforts in a consumer-driven market. No longer nice to have, these four basic concepts are now business requirements.
Sustainability- The resources to effectively and continuously communicate brand and differentiate your offering across multiple channels.
Presence - By maintaining a continuous presence across multiple channels as in so many other consumer-directed industries, you build brand preference.
Perception- With a sustainable, continuous presence in the marketplace, sooner rather than latter, your key messages become the opinion of you by consumers and they become fact in their minds.
Experience- The actual customer experience matches the brand image, perceptions and opinions of customers that you created in the marketplace that had been communicated in an integrated multi-channel sustained effort.
Change and Survive
A consumer-directed market is much different than a provider-directed market which requires skills and abilities that may or may not exist in an organization. Key success factors for creating a high performance marketing operation that delivers revenue and market share in the new healthcare environment include:
A Vice President of Marketing senior management position that reports to the CEO and is involved in all decision making.
Marketing resources human, operational and capital budgets to support a multi-channel effort externally and internally.
Comprehensive strategic and measurably focused marketing plan that is integrated with the financial and operational plan of the organization.
Tactical execution plan and timetable that integrates all the campaigning to be done over the fiscal year.
Internal communication and training to educate the organization around marketing efforts, expectations and their role in the execution of the plan.
Creation of a comprehensive marketing dashboard which communicates activities and results on a monthly basis to all levels of the organization.
The above organizational marketing success factors are at a minimum what is needed to move direct- care healthcare providers from a cottage-industry approach to marketing to a comprehensive multimillion or billion dollar corporation approach to marketing, that in realty, most of you are.
As the healthcare providers continue to consolidate across all segments, marketing will assume an increasingly important role in the survival and revenue generating activities for the organization in a consumer dominated and directed healthcare marketplace.
And that requires a far different innovative sustainable presence that changes perceptions than the old way of doing things.
You can continue the conversation with me on:
LinkedIn: http://www.linkedin.com/in/krivich0707
Twitter: http://www.twitter.com/mkrivich
Michael Krivich is a senior healthcare marketing executive and internationally followed healthcare marketing blogger read daily in over 20 countries around the world. A Fellow, American College of Healthcare Executives as well as a Professional Certified Marketer, American Marketing Association, he can be reached at michael@themichaeljgroup.com or 815-293-1471. Areas of expertise include: brand management; strategic marketing; sales and marketing integration; physician marketing; product launch; start-up launch and revenue growth; tactical market planning; customer experience management; rebuilding and revitalizing marketing operations; media relations; and service line revitalizations. Mike is Huthwaite SPIN selling trained and a Miller Heiman Strategic Selling alumni. healthcare marketing, brnd, hospitals, health systems
These are the four constants that direct-care healthcare providers need to understand and incorporate for success in their marketing operations and campaign efforts in a consumer-driven market. No longer nice to have, these four basic concepts are now business requirements.
Sustainability- The resources to effectively and continuously communicate brand and differentiate your offering across multiple channels.
Presence - By maintaining a continuous presence across multiple channels as in so many other consumer-directed industries, you build brand preference.
Perception- With a sustainable, continuous presence in the marketplace, sooner rather than latter, your key messages become the opinion of you by consumers and they become fact in their minds.
Experience- The actual customer experience matches the brand image, perceptions and opinions of customers that you created in the marketplace that had been communicated in an integrated multi-channel sustained effort.
Change and Survive
A consumer-directed market is much different than a provider-directed market which requires skills and abilities that may or may not exist in an organization. Key success factors for creating a high performance marketing operation that delivers revenue and market share in the new healthcare environment include:
A Vice President of Marketing senior management position that reports to the CEO and is involved in all decision making.
Marketing resources human, operational and capital budgets to support a multi-channel effort externally and internally.
Comprehensive strategic and measurably focused marketing plan that is integrated with the financial and operational plan of the organization.
Tactical execution plan and timetable that integrates all the campaigning to be done over the fiscal year.
Internal communication and training to educate the organization around marketing efforts, expectations and their role in the execution of the plan.
Creation of a comprehensive marketing dashboard which communicates activities and results on a monthly basis to all levels of the organization.
The above organizational marketing success factors are at a minimum what is needed to move direct- care healthcare providers from a cottage-industry approach to marketing to a comprehensive multimillion or billion dollar corporation approach to marketing, that in realty, most of you are.
As the healthcare providers continue to consolidate across all segments, marketing will assume an increasingly important role in the survival and revenue generating activities for the organization in a consumer dominated and directed healthcare marketplace.
And that requires a far different innovative sustainable presence that changes perceptions than the old way of doing things.
You can continue the conversation with me on:
LinkedIn: http://www.linkedin.com/in/krivich0707
Twitter: http://www.twitter.com/mkrivich
Michael Krivich is a senior healthcare marketing executive and internationally followed healthcare marketing blogger read daily in over 20 countries around the world. A Fellow, American College of Healthcare Executives as well as a Professional Certified Marketer, American Marketing Association, he can be reached at michael@themichaeljgroup.com or 815-293-1471. Areas of expertise include: brand management; strategic marketing; sales and marketing integration; physician marketing; product launch; start-up launch and revenue growth; tactical market planning; customer experience management; rebuilding and revitalizing marketing operations; media relations; and service line revitalizations. Mike is Huthwaite SPIN selling trained and a Miller Heiman Strategic Selling alumni. healthcare marketing, brnd, hospitals, health systems
Selling the Physician to Increase Volume and Revenue
11:01 AM
health systems, Home Care, hospitals, physicians, Revenue. Volume, Sales, Selling
Any number of healthcare organizations are looking to increase admissions to drive revenue and volume by associated physicians. Some providers are returning to the days of employing physicians and that seems to be making a big comeback due to the Patient Protection and Affordable Care Act (PPAAC). Here's hoping lessons learned from the last go around of physician employment will result in fewer mistakes this time.
Sales staffs are popping up all over like weeds-in-a-field, complete with goals and objectives, territories and sales quotas for specific docs along identified and profitable disease-states. In most cases they are managed by people who have never sold anything in their life. Little understanding of the relationship sales cycle, what is important to the physicians, their needs and ultimately their patients. The first time the sale person comes back to the organization with "This needs to change" request, it all breaks down because nobody internally wants to really change anything. We just want volume and revenue. Besides, with all the Stark considerations we really can't do too much anyway.
What's wrong with this picture?
Too sell to physicians successfully, you need more than office lunches and how are the kids kind of conversations. Its about their experience in admitting, treating and referring patients to your emergency room, hospital, pharmacy, surgical center or a home care agency to name a few of the providers docs deal with on a daily basis. Everyone is out there with the send to me, me, me, message. And that can't go on any longer.
Its more than your own perceived features and benefits.
This is a relationship sell and your sales team needs to be on track with a common sales methodology that they all use. Leaving it up to the nice person in the medical staff office to do this because she makes the docs laugh, or assigning a sales managerial function to someone who has never sold a day in their life, especially in healthcare, is a receipt for disaster.
Be ready to make changes in how you do things. When your sales person comes back, and says he or she is finding a trend in obstacles physicians are encountering in admitting or practicing medicine in your organization, be ready to make meaningful changes. If not, your just wasting your time and money sending out people to increase volume and revenue from a physician or multispecialty group. Nothing worse than over-promising and under-delivering.
10 Steps for Success
1. Hire a sales manager that has healthcare sales experience. Make it a VP level position at the senior management table. They drive strategy to make sure it is in sync with the organizational business plan and financial objects, as well as act as an agent for internal change.
One of the great weaknesses in healthcare senior management is that people who are very well educated, read an article, go to a seminar and then think they know everything they need to know too implement a strategy. Healthcare leadership has got to change in this new consumer driven environment and learn they don't know everything. The sooner you make that realization the more successful you will be.
2. Hire trained healthcare physician sales individuals. Lots of people from pharma and medical device companies make great hospital and other healthcare provider sales representatives.
3. Make sure that everyone is using the same sales methodology, techniques and materials. All sales and marketing materials should be designed for use in for the specific point in the sales cycle.. One size does not fit all.
4. Use a sales database system like SalesForce.com for example for accountability, tracking, etc., and make sure your marketing department has full access to the information. Mine the data for strategy and new opportunities.
5. Integrate your marketing and sales efforts from day one. You have to avoid the internal conflicts which arise and those "Marketing is clueless about what we need" or "The feet on the street don't sell it like we want them too", kind of conversations. Integrate and create a joint sales marketing committee to solve a lot of that. Make sure your marketing team is trained in the sales methodology the sales force is using. Marketing should also be attending sales calls.
6. Establish joint goals, objectives and revenue targets for sales and marketing. Share in the pain, share in the gain.
7. Make meaningful changes to your products and services based on the needs and expectations of your customers. That does not mean one-offs, but changes across the enterprise that will benefit many.
8. Remember it's about the brand, your brand promise and how your brand delivers upon those expectations.
9. Make sure that the entire organization knows what you are doing. Nothing more embarrassing or damaging when someone at any level of the organization is clueless and can't be supportive of the sales and marketing efforts. Makes you look like you do not know what you are doing.
10, Evaluate, monitor performance, make changes as needed in the program or staff and start the cycle again.
To your success.
You can continue the conversation with me on:
LinkedIn: http://www.linkedin.com/in/krivich0707
Twitter: http://www.twitter.com/mkrivich
facebook: http://www.facebook.com/michaelkrivich
Michael Krivich is Fellow, American College of Healthcare Executives and a Professional Certified Marketer, American Marketing Association and can be reached at michael@themichaeljgroup.com or 815-293-1471 for consulting services in strategic marketing, integration of sales and marketing, media relations and interim marketing executive leadership assignments. Huthwaite SPIN selling trained and a Miller Heiman Strategic Selling alumni, both highly respected and successful international sales training organizations, I can lead your organization though the challenge of integrating sales and marketing.
Sales staffs are popping up all over like weeds-in-a-field, complete with goals and objectives, territories and sales quotas for specific docs along identified and profitable disease-states. In most cases they are managed by people who have never sold anything in their life. Little understanding of the relationship sales cycle, what is important to the physicians, their needs and ultimately their patients. The first time the sale person comes back to the organization with "This needs to change" request, it all breaks down because nobody internally wants to really change anything. We just want volume and revenue. Besides, with all the Stark considerations we really can't do too much anyway.
What's wrong with this picture?
Too sell to physicians successfully, you need more than office lunches and how are the kids kind of conversations. Its about their experience in admitting, treating and referring patients to your emergency room, hospital, pharmacy, surgical center or a home care agency to name a few of the providers docs deal with on a daily basis. Everyone is out there with the send to me, me, me, message. And that can't go on any longer.
Its more than your own perceived features and benefits.
This is a relationship sell and your sales team needs to be on track with a common sales methodology that they all use. Leaving it up to the nice person in the medical staff office to do this because she makes the docs laugh, or assigning a sales managerial function to someone who has never sold a day in their life, especially in healthcare, is a receipt for disaster.
Be ready to make changes in how you do things. When your sales person comes back, and says he or she is finding a trend in obstacles physicians are encountering in admitting or practicing medicine in your organization, be ready to make meaningful changes. If not, your just wasting your time and money sending out people to increase volume and revenue from a physician or multispecialty group. Nothing worse than over-promising and under-delivering.
10 Steps for Success
1. Hire a sales manager that has healthcare sales experience. Make it a VP level position at the senior management table. They drive strategy to make sure it is in sync with the organizational business plan and financial objects, as well as act as an agent for internal change.
One of the great weaknesses in healthcare senior management is that people who are very well educated, read an article, go to a seminar and then think they know everything they need to know too implement a strategy. Healthcare leadership has got to change in this new consumer driven environment and learn they don't know everything. The sooner you make that realization the more successful you will be.
2. Hire trained healthcare physician sales individuals. Lots of people from pharma and medical device companies make great hospital and other healthcare provider sales representatives.
3. Make sure that everyone is using the same sales methodology, techniques and materials. All sales and marketing materials should be designed for use in for the specific point in the sales cycle.. One size does not fit all.
4. Use a sales database system like SalesForce.com for example for accountability, tracking, etc., and make sure your marketing department has full access to the information. Mine the data for strategy and new opportunities.
5. Integrate your marketing and sales efforts from day one. You have to avoid the internal conflicts which arise and those "Marketing is clueless about what we need" or "The feet on the street don't sell it like we want them too", kind of conversations. Integrate and create a joint sales marketing committee to solve a lot of that. Make sure your marketing team is trained in the sales methodology the sales force is using. Marketing should also be attending sales calls.
6. Establish joint goals, objectives and revenue targets for sales and marketing. Share in the pain, share in the gain.
7. Make meaningful changes to your products and services based on the needs and expectations of your customers. That does not mean one-offs, but changes across the enterprise that will benefit many.
8. Remember it's about the brand, your brand promise and how your brand delivers upon those expectations.
9. Make sure that the entire organization knows what you are doing. Nothing more embarrassing or damaging when someone at any level of the organization is clueless and can't be supportive of the sales and marketing efforts. Makes you look like you do not know what you are doing.
10, Evaluate, monitor performance, make changes as needed in the program or staff and start the cycle again.
To your success.
You can continue the conversation with me on:
LinkedIn: http://www.linkedin.com/in/krivich0707
Twitter: http://www.twitter.com/mkrivich
facebook: http://www.facebook.com/michaelkrivich
Michael Krivich is Fellow, American College of Healthcare Executives and a Professional Certified Marketer, American Marketing Association and can be reached at michael@themichaeljgroup.com or 815-293-1471 for consulting services in strategic marketing, integration of sales and marketing, media relations and interim marketing executive leadership assignments. Huthwaite SPIN selling trained and a Miller Heiman Strategic Selling alumni, both highly respected and successful international sales training organizations, I can lead your organization though the challenge of integrating sales and marketing.
