Insight

TRUENORTHCUSTOM.COM INSIGHT V13N2 5 Lead loyalty best practices in DIGITAL MARKETING WHY EXPECTING A LEAD TO DEVELOP ON ITS OWN IS NEVER A GOOD IDEA A PROSPEC T SHOWS up at your community health event. All you have to do is relax and let the lead turn into a loyal patient—right? Wrong. That fantastic lead is going nowhere without the attention it deserves. In today's competitive world, effective lead nurturing is essential. A multipronged approach is best for accomplishing it in a healthcare environment. Just as a multidisciplinary strategy tends to lead to improved medical outcomes, multipronged marketing gives your brand the biggest impact. Video and direct marketing via email and print are most effective at nurturing, while blogs, microsites, and mobile apps are not far behind. When prospects show interest in medical services but are not ready to commit, a hard sell may scare them away. A nurturing email campaign is a more effective way to let them know your hospital's capabilities. NURTURING MAY COME NATURALLY TO PARENTS, BUT IT'S NOT NECESSARILY INSTINCTIVE WHEN IT CONCERNS AN EMAIL MARKETING CAMPAIGN. KEEP THESE ESSENTIALS IN MIND. SIX KEYS KEY 1: Establish a qualified lead source. Use marketing automation and other third-party services geared toward conversion-specific landing pages to gather email addresses for nurturing emails. KEY 2: Develop a workflow. Know the service line you are focusing on and have a plan to sell it. The workflow should align with objectives, extend engagement, and offer a path to conversion with an appropriate call to action (CTA). KEY 3: Follow the "if-then's" and do not give up. When procuring information from prospects, don't just ask yes-or-no questions. Dig in deeper with if-then questions that give a fuller picture of the client's interests and allow you to nurture the lead with greater precision. Then monitor the cadence and frequency of your email program and do not give up, as nurturing emails reconnect your brand with prospects. Looking for additional digital marketing insight? Visit truenorthcustom.com/ summer17. Nurtured Facts Think you don't need to worry about nurturing leads? Consider these statistics: ∂ More than three-quarters of healthcare marketers struggle with attracting new patients and nurturing existing patients. ∂ Companies with strong nurturing programs produce 50 percent more leads at 33 percent less cost. ∂ Nurtured leads produce, on average, a 20 percent increase in sales opportunities. From KEY 4: Diversify content types. Think of different ways to tell your brand's story other than plain text. While short emails (50 to 150 words) are effective, emails with minimal text and a three- to five-panel infographic work even better. KEY 5: Engineer content creation. Utilize a thorough process to ensure accuracy of every word, phone number, name, and web address in your campaign. Additionally, hone your voice, make sure your emails support your campaign goals, and spend extra time crafting powerful subject lines and CTAs. KEY 6: Develop a measurement plan. Know what's working, what's not working, and what success looks like. Track email opens and clicks to inform content types and choices as well as effective pace and frequency of email communication for future campaigns. Then make adjustments to improve program performance. to By Daniel Brantley

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