Insight

8 INSIGHT V14N1 TRUENORTHCUSTOM.COM Now that you have an inventory of your current marketing efforts and a sense of what is most effective, use this information to create audience personas and measurement plans. PERSONA DEVELOPMENT A persona is a representation of your ideal customers based on market research. Personas may be general at first, but they should be constantly refined over time. As you get to know your customers and add more details to your personas, your marketing efforts will become more targeted and efficient. Some questions you might ask to build personas: Which channels do your audiences use? What are your prospective customers' primary concerns? Whose care are they also in charge of ? How are they most likely to use healthcare services? Taking the time to understand consumers of your key service lines will help you create the right content, delivered through the right channel, at the right time. Once you understand your audience and which channels they use, you can apply best practices by channel to start building personas. Persona Name Background ∂ Biographical details ∂ Education ∂ Hobbies Demographics ∂ Gender ∂ Age range ∂ Household income ∂ Urban, suburban, or rural? Identifiers ∂ Psychographic descriptor ∂ Causes that matter ∂ Mannerisms 2. MAP YOUR STRATEGY. insight into CONTENT STRATEGY CONTENT TYPES AND RECOMMENDED POST—FREQUENCES SOCIAL MEDIA » Facebook—1-3 times per week » Twitter—3 times per day » LinkedIn—1-3 times per day » YouTube—at least monthly, as video production allows EMAIL » Weekly to monthly, depending on the situation. » Weekly lead nurturing is best for responding to a health risk assessment or download of an online asset. » Monthly e-newsletters work well for brand building and engagement. BLOG » At least weekly, twice if you have the bandwidth PAID SEARCH » 3-5 ads per ad group PAID SOCIAL MEDIA » At least 2 ads per ad group PRINT MAGAZINE » At least quarterly DIRECT MAIL » Bimonthly to quarterly, depending on campaign ASSEMBLING YOUR MEASUREMENT PLAN Think about your goals and business objectives. How can you measure them in your marketing channels? Some key performance indicators to consider include: » Website traffic » Form conversions » Likes and comments on social media » Email opens » Email clicks » Seminar attendees » Calls received » Appointments made » Service line profitability GOVERNANCE PROCESSES Having an active social media presence offers a great opportunity to receive feedback directly from your customers. Even if you do not currently encourage online reviews, people are leaving them about your hospital and your providers. But participating effectively requires a clear internal governance process so you can be a part of the conversation and provide stellar customer service to those who are already talking about your company online. Some elements to consider: » How are comments on social media handled? » Who is responsible for responding to comments on social media and review sites? » How frequently are social media accounts and review sites monitored? » What is your process for publishing blog content? Does it require approvals? How are approvals handled? Who needs to be involved? » How does marketing work with other departments to get permission to publish content?

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