As chief marketing officer (CMO) of your healthcare organization, you’re the creative healthcare marketing expert that facilitates growth, sets measurable KPIs, and drives profits through strategic marketing plans. That’s a significant workload to oversee and execute, even for the most capable executive, without a team of professionals to help you. Most CMOs will benefit from partnering with a skilled healthcare marketing group that has the experience and techniques to help them become a marketing success.
If you’re looking to work with a new agency made up of healthcare marketing experts but don’t know where to start, you’ve come to the right place.
Read on to learn about the essential traits great healthcare marketing companies have and the types of services they should offer. Plus, find out some signs that it might be time to cut ties with your current healthcare marketing agency.
What four traits do the best healthcare marketing groups have in common?
Not all healthcare marketing groups are created equal, according to CMOs. Past research has shown that over 60% of CMOs considered their marketing agencies suppliers instead of partners, 70% reported the agencies did not provide genuine customer insights, and over 50% said the agencies had a poor understanding of business issues.
But rest assured. There are many healthcare marketing groups in business today that are knowledgeable and make invaluable business partners to CMOs.
Here are four traits shared by the best healthcare marketing groups:
Successful healthcare marketing groups have done it all and done it well. They have measurable, proven success in digital marketing, social media marketing, content creation, search engine optimization, and other types of advertising that the CMO can leverage in their organization. Because their diverse skillset specializes in healthcare, a healthcare marketing group understands the needs of the patients, products, services, culture, and competition.
The best healthcare marketing groups share your drive, enthusiasm for your brand, and competitive spirit. It’s the shared passion for healthcare that inspires creative problem-solving and motivates your whole team to achieve its greatest success.
Successful healthcare marketing groups have excellent communication skills and provide thorough, consistent communication at regular intervals. They will always keep you updated on projects, never leaving you in the dark or forgetting to follow up.
The most successful healthcare marketing groups have become experts in the latest, cutting-edge technologies that enhance campaign management and yield results. Analytics, automation, reporting, and research can determine the most effective marketing strategies, giving you real-time information at your fingertips.
Healthcare marketing agency service offerings
A healthcare marketing agency can help you with:
- Patient acquisition. A healthcare marketing group can develop targeted marketing strategies that generate leads and attract new patients.
- Patient retention and loyalty. Healthcare organizations have a lot of competition. By implementing patient retention programs such as personalized communications, loyalty rewards, and satisfaction surveys, patients will leave happy and return when they need care.
A healthcare marketing group can provide the following popular services:
- Planning and strategy
- Brand development
- Digital marketing
- Website design and development
- Search engine optimization
Strategy and planning
Marketing research, defining goals, reaching target audiences, and brand positioning are all part of the strategy and planning a healthcare marketing group can provide to a CMO.
Enhance brand awareness
A healthcare marketing agency can develop comprehensive branding strategies, including logo design, messaging, and positioning, that improve brand recognition and reputation.
Digital marketing strategies
Digital marketing campaigns are crucial in reaching and engaging patients. A healthcare marketing agency can survey your target audience’s needs, study past successful campaigns, and execute a unique and effective digital marketing campaign from start to finish.
Website development and design
Building a functional, useable, and attractive website is a vital part of marketing. A healthcare marketing group can create a user-friendly, intuitive website that delivers a positive user experience and converts visitors into patients.
Search engine optimization
Through SEO tactics such as keyword research, on-page optimization, link building, and carefully crafted content, a healthcare marketing group can help a healthcare organization drive organic traffic and enhance the website’s online presence and performance.
Steps to measuring your healthcare marketing results
Measuring the results of your healthcare marketing efforts is crucial because it’s the only way to know if your efforts are really working.
Here are a few ways to measure your healthcare marketing results:
Website analytics. Use tools like Google Analytics to track total visits, unique visitors, page views, and bounce rates. Study the user behavior and conversion funnels to assess how your visitors use the pages.
Lead generation and conversion rates. Monitor the leads generated, such as form submissions, newsletter sign-ups, or appointment requests.
Return on investment. Evaluate the financial impact of your healthcare marketing efforts by comparing the cost of the campaign to the revenue or value generated.
Patient acquisition and retention. Measure the number of new patients acquired due to marketing campaigns or initiatives. Track retention rates and the frequency of repeat visits or referrals from existing patients.
Social media engagement. Assess social media metrics, such as the number of followers, likes, shares, comments, and reach. Monitor social media engagement rates, post performance, and audience growth to evaluate the effectiveness of social media marketing efforts.
Online reviews (reputation management). Monitor online reviews and track the number of positive and negative reviews.
Signs it might be time to stop working with your current agency
If you’re working with a healthcare marketing company and aren’t sure if they are doing their job, here are a few warning signs it might be time to break the ties:
Lack of results. If the marketing company consistently fails to deliver the desired results or doesn’t meet the agreed-upon goals and objectives, it may be a sign that its strategies and efforts are not working.
Poor communication. If your healthcare marketing company fails to respond promptly to your inquiries or concerns, exhibits poor communication, or lacks transparency in its actions, it may be time to look for another company.
Misaligned values. If you notice any unethical practices, misleading marketing tactics, or violations of privacy regulations, you should address these concerns promptly. Maintaining the reputation and trustworthiness of your healthcare organization is paramount, and any actions that compromise these principles should be taken seriously.
No innovation. A successful healthcare marketing company should be proactive, continuously exploring new strategies, technologies, and industry trends. If your marketing partner lacks a proactive approach, shows resistance to change, or fails to adapt to evolving marketing landscapes, it can hinder your organization’s growth and competitive edge.
Ready for a new healthcare marketing group?
The best healthcare marketing groups are experienced, results-oriented, passionate, and have good communication skills. If you’re ready for expert guidance with your strategy and planning, brand awareness, digital marketing strategies, website development, and SEO, it’s time to hire a new healthcare marketing group.
TBH Creative is an experienced, dedicated team specializing in strategic planning, inspired website design, and strong applications specifically focused on the healthcare industry. We work with CMOs just like you, who need a partner they can trust to help plan, execute, and measure comprehensive marketing plans and initiatives.
Our business is built on client confidence and satisfaction. We’d love to help you achieve great things. Ready to take the first step? Contact us, and let’s talk.