Insight

SNEAK PEEK: Content Marketing Strategies for Service Line Growth FOR HEALTHCARE SYSTEMS LOOKING TO BOOST THE BOTTOM LINE, SERVICE LINES PRESENT AN ATTRACTIVE, CUSTOMIZABLE GROWTH SECTOR. BUT PROMOTING SERVICE LINES REQUIRES A FOCUSED APPROACH THAT DIFFERS FROM GENERAL BRAND AWARENESS. To H E L P Y O U R O R G A N I Z AT I O N make the leap from service line provider to service line slam- dunk, True North Custom assembled a guide—"Content Marketing Strategies for Service Line Growth." Here are some of the top takeaways. THINGS HAVE CHANGED. Marketing for service line growth is undergoing transformation due to advances in medicine and surgical technology, payer methods, and the channels healthcare consumers turn to for information. Marketing efforts must take these changes into consideration. DIGITAL IS KEY. According to a 2013 Pew Research Center survey report, 72 percent of internet users said they looked online for healthcare information in the 12 months preceding the survey. Because consumers are armed with the power to find information at their fingertips through smartphones and other devices, best practices have shifted from outbound to inbound marketing efforts. SOFT SELLS. When it comes to the type of content that moves the revenue needle, most marketers are surprised to find that a soft-sell approach works best. Generating demand starts with engaging your audience with interesting, entertaining content. HONOR THE BUYER'S JOURNEY. Your service line campaign needs to address all stages of this journey with different tactics and types of content. It typically includes: • Awareness Stage – Consumers experience symptoms of a problem, but they aren't quite sure how to name it. • Consideration Stage – Consumers have clearly defined their problem, and they conduct research and gather possible solutions. • Decision Stage – Consumers decided on a solution strategy and are ready to choose a service provider. DIVERSIFY THE MESSAGE. A multi-channel approach helps ensure target audiences can find your content. Consider using: • Paid search • Paid social media • Direct mail • Email TRACKING MATTERS The metrics used to evaluate service line campaign performance are another reflection of the maturation of the healthcare market. Such measurements allow marketers to tie results to downstream revenue and clearly illustrate proof of performance. strategy + content + results T R U E N O R T H C U S T O M . C O M © 2 0 1 6 T R U E N O R T H C U S TO M | A L L R I G H T S R E S E RV E D. GUIDEBOOK 3 CONTENT MARKETING FOR HEALTHCARE SERVICE LINE GROWTH Here's how the components of a successful service line campaign work together: 1. Facebook ads and direct mail have the ability to identify and reach a highly targeted audience best suited for your campaign. 2. These assets drive to a landing page that features relevant, helpful content and a health assessment to help the consumer see if your solution is right for them. 3. The assessment contains a form that prompts the user to submit their email for their health assessment results or easily call and schedule an appointment. 4. Now that they've opted-in to receive your content, the user is nurtured through the buyer's journey with an email drip campaign. The key to getting attention? Relevancy. Relevant content educates, builds trust, and converts users into satisfied patients. 800 555-5555 SERVICE LINE CAMPAIGN WORKFLOW LANDING PAGE
 (with trackable phone numbers/CTAs) CALLS & FORMS
 (To drive conversions) FOLLOW UP EMAIL
 (To drive additional conversions) Paid search/social drives to landing page with trackable phone numbers and CTAs to forms for requesting appointments and assessments with nurturing email automation. PAID SEARCH/SOCIAL (Google Text/Facebook) DIRECT MAIL 1 2 3 4 strategy + content + results T R U E N O R T H C U S T O M . C O M © 2 0 1 6 T R U E N O R T H C U S TO M | A L L R I G H T S R E S E RV E D. GUIDEBOOK 5 CONTENT MARKETING FOR HEALTHCARE SERVICE LINE GROWTH Consumer Is experiencing symptoms of a problem, but not quite sure how to name it Content Strategy Share information about symptoms and how they impact the reader's life Tactics Use quizzes and assessment to educate your audience and enroll them in an email series that continues to deliver relevant information based on the results of their assessment Consumer Has clearly defined the problem and is researching possible solutions Content Strategy Help people decide why they should choose your hospital Tactics Articles and infographics can work well here, as well as a form to send questions to LPNs or other mid-level providers Consumer Has decided on a solution strategy and is ready to choose a service provider Content Strategy Close the deal and make communication and connection easy Tactics Landing pages with concise information and a tool to request an appointment right from the site AWARENESS CONSIDERATION DECISION THE BUYER'S JOURNEY By creating an interactive user experience that delivers content specifically for each stage of the buyer's journey, a digital service line campaign can not only reach those people who are ready to make an appointment, but also guide them through the different stages until they are ready to make a decision. What's the difference between healthcare service lines and consumer products? People spend a lot more time and energy in the consideration and decision stages when making healthcare decisions. Retail-style landing pages don't address questions at these stages. strategy + content + results T R U E N O R T H C U S T O M . C O M © 2 0 1 6 T R U E N O R T H C U S TO M | A L L R I G H T S R E S E RV E D. GUIDEBOOK 6 CONTENT MARKETING FOR HEALTHCARE SERVICE LINE GROWTH CONVERSION PATHS Lead Generation: The Active Path Consumers have already identified their problem and solution strategy. • Example: A patient with an acute condition who requires an immediate solution visits your website, and needs to know who to call to make an appointment • Primary focus: Quickly convert leads into delighted patients Demand Generation: The Passive Path Consumers are still identifying their problem and researching possible solutions. • Example: A patient who has had knee pain for years is unsure if surgery is the right solution • Primary focus: Generating demand for the service that will help with their problem CAMPAIGN SITE 800 555-5555 CALL TRACKING ARTICLE FORM INFOGRAPHIC PERSONAS ACTIVE CONVERSION PATH LEAD GENERATION DEMAND GENERATION PASSIVE CONVERSION PATH Demand generation campaigns for elective procedures offer quick wins, as the decision cycle is typically short. DOWNLOAD NOW! info.truenorthcustom.com/he althcare-insight-summer-2016 10 INSIGHT V12N2 TRUENORTHCUSTOM.COM insight into SERVICE LINE GROWTH By Valerie Lauer

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