Communicate with Hard-To-Reach Target Markets
All too often, the process to reach and maintain presence with your audience becomes so unwieldy, it may feel like herculean efforts are needed to build or rebuild, notwithstanding dedicating large budgets, resources, and time. The digital landscape during the COVID-19 crisis has leveled the business playing field. Everyone and every entity have the same tools, similar limitations and with a quick turn-around of events, an essential response. Many companies adjusted quickly. HIPAA compliance prevented new approaches in the past. The highly regulated environment gave cause for companies to hesitate before embarking on a digital form of HCP - to - Patient communications. Overall, stakeholder communications (clients, HCPs, patients, consumers, employees, vendors) on digital was often times avoided. The rules for social media were typically ;block the comments,' 'make it only one-way,' 'be succinct' or 'lets not use this risky format.' Marketing and ad agencies came up with tricks and tips to support these hesitancies to persuade management into the new digital landscape. Now, we see it as the essential communication tool and its time has come. The security and safety features are stronger than ever before even with occurrence of newsworthy mishaps, For patients, the rise of telehealth is only a portion of this digital union, although a game changer.
The digital divide is more like a digital field of tools available to us to collaborate, invent, analyze and communicate. The brand story is not some concept drafted in a vacuum but rather for every single touch point that can be monitored. The patient gives the true-north of insights to healthcare marketers unlike ever before. Marketing can now lean into geolocation, direct and indirect patient engagement, beyond the pill, virtual patient listening (beyond adverse events and complaints), real-world clinical insights (beyond the lab and pharmacovigilance) and wrap-around services. Beyond the ‘social determinants,” and with permission from the patient, we now have access to the patient’s sleeping habits, eating habits, exercise routines and strength, personal and work stresses, buying habits, financial wellbeing, etc. We even know their VOC2 Max levels, breath-by-breath.
Imagine the possibilities to develop individualized and compelling interaction that aligns directly to value-based care initiatives.
The digital model opens up an opportunity that is a two-way street. What is put out there is automatically returned with signs (metrics, indexing and response records), and then adjust for perfection. Marketing communications, content marketing, SEO, SEM and Paid Search, Email, Display Ads and Guest Blogging become tools of the trade. Data is the common denominator and its through the understanding of this data, adjustments can be made quickly to adapt to the nuances an audience is sending.
So many have struggled with this, and rightfully so. It's complex. If you are struggling to adapt to the new digital market, try using some of these tactics to grow your business and connect with more of your audience. If you still are hesitant, send us a message and we can support you through your steps and stages: info@healthcaretechnicalsolutions.com.
The digital divide is more like a digital field of tools available to us to collaborate, invent, analyze and communicate. The brand story is not some concept drafted in a vacuum but rather for every single touch point that can be monitored. The patient gives the true-north of insights to healthcare marketers unlike ever before. Marketing can now lean into geolocation, direct and indirect patient engagement, beyond the pill, virtual patient listening (beyond adverse events and complaints), real-world clinical insights (beyond the lab and pharmacovigilance) and wrap-around services. Beyond the ‘social determinants,” and with permission from the patient, we now have access to the patient’s sleeping habits, eating habits, exercise routines and strength, personal and work stresses, buying habits, financial wellbeing, etc. We even know their VOC2 Max levels, breath-by-breath.
Imagine the possibilities to develop individualized and compelling interaction that aligns directly to value-based care initiatives.
The digital model opens up an opportunity that is a two-way street. What is put out there is automatically returned with signs (metrics, indexing and response records), and then adjust for perfection. Marketing communications, content marketing, SEO, SEM and Paid Search, Email, Display Ads and Guest Blogging become tools of the trade. Data is the common denominator and its through the understanding of this data, adjustments can be made quickly to adapt to the nuances an audience is sending.
So many have struggled with this, and rightfully so. It's complex. If you are struggling to adapt to the new digital market, try using some of these tactics to grow your business and connect with more of your audience. If you still are hesitant, send us a message and we can support you through your steps and stages: info@healthcaretechnicalsolutions.com.
A few of our successes
Communicate with Hard-To-Reach Target Markets
New digital business model based on data-driven communications, message platforms and content management.
|
StrategyNew business model built on data-driven communications, message platforms and content management.
Tactics: For celebrity founder of NYC-based Integrative Health Counseling Center (30 years), built digital transformation architecture, generated touchpoints map, assessed interactions and streams of digital data analytics, while applying insights to improve experiences. Built new digital communications platform (social media, SEO, SEM, YouTube, membership program), with hyper-geo targeting many cities, built new web site and ecommerce. Outcomes: In the first 30 days of launch, the website activated over 4,000 new visitors, transferred all patients to telehealth operations, promoted new opportunities throughout the world. |
Pharma marketing and omnichannel programs, programmatic media planning and predictive marketing.
|
StrategyPharma marketing and omnichannel programs, programmatic media planning and predictive marketing.
Tactics: Using the ICD codes (and other relevant data) as the HCP is prescribing medication, send non-intrusive educational messages inside the electronic health record and e-prescribe (EHR and eRX) systems, to nudge and maximize brand exposure for pharma client in cardiovascular at Point of Care. These targeted messages drive higher response and conversion rates during the time a prescription is being chosen and at the exact time of diagnosis. Outcomes: execute on EHR, click-thru-rates (CTR), exceeded 35% with most targeted campaigns. |
Connect
Business and Partnership Inquiry |
Social Media |
|