Reading Time: 4 minutes By Jerry Dennany, Chief Technology Officer at Brightree As an HME or pharmacy home infusion provider, your patients place their trust in you to get
This is the second part of our two-part blog on marketing best practices to promote your HME business. Missed the first part? Read it here.
Once you’ve established your goals and identified your audiences – even those imaginary ones from buyer personas – you can keep building relationships with your patients and referrers with these additional three marketing best practices.
Once you know your target, decide on your message
It’s time to think about what you want to get across to your audience. You may have tons of ideas about what makes your HME business great, why customers should choose you, and how you can help. Remember: marketing is a long game, and you don’t need to say everything all at once. Your messaging and calls-to-action (CTAs) should be focused on a specific goal for each campaign.
Which value propositions you focus on and what action you want your audience to take depends on the outcome you’d like to see from each campaign. You may even adjust your messaging across different marketing channels or when speaking to various audience personas. For example, you may decide to:
- Promote a new service or product
- Share a big benefit of your business for a certain audience, like being easy to work with for referrers or offering great customer service for patients
- Explain how you’re different (i.e. “We deliver within 24 hours of receiving an order”)
- Ask questions to understand your audience and market better
- Provide extra value to your audience through free content that builds trust in your business
Now that you’ve got your message, you’re getting closer to launching your campaign! The last step is to decide on the best platform for each promotion.
Pick the right marketing channel(s)
What’s the best place to send your audience the message you’ve decided on? There are plenty of options to choose from, both online and offline, and which one you select will really depend on your audience research and experience marketing to your patients and referrers. Your budget may also influence your decision, and luckily there are many digital channels that you can utilize for a low cost (or even for free) if you’re working with a smaller spending limit.
A few channels to consider for each campaign are:
- Social media
- A patient engagement mobile app
- Websites and landing pages
- Search engine optimization
- Digital search or display ads
- Direct mail
- Local tv, radio, and print promotion
Consider how your audience uses each of these channels and where each type of marketing would be a good fit. For instance, a patient may appreciate receiving text reminders about upcoming deliveries, but would prefer to receive notifications about new products or services via e-mail. Social media can be great for visually-driven advertisements with a small amount of text, while a new landing page on your website might be perfect for diving into the details of your offerings.
If you aren’t sure which channel to use, run a few experiments and learn from the results. Professional marketers are constantly developing tests to see which strategies have the best results, bringing us to our final basic marketing tip.
Measure outcomes and track performance
A common adage in the field of science is, “If you don’t measure it, it didn’t happen.” Marketing is a science itself, and measurable experimentation is key to understanding what’s working and what can be improved.
If your goal is to increase patient enrollment by 5% with a certain campaign, consider how you’ll attribute sign-ups to that promotion. Will you use a specific coupon code? Create a new landing page? Ask patients over the phone how they heard about your business?
Most digital marketing platforms offer free analytics tools that make it easy (even for beginners) to see how a campaign performed. Google Analytics is a cornerstone in almost every marketing department, and many keyword research or CRM analytics tools are either offered at no cost or included in a business subscription. The biggest thing to focus on here is setting up a system for tracking your marketing campaigns and sticking to it! Maybe that looks like a spreadsheet that you update with each week’s metrics, a Google Analytics dashboard that you monitor regularly, or intelligent software that does the work for you
Whichever approach you choose, remember that evaluating your marketing performance is how you avoid “wasting” money on ads that don’t work. Even if a campaign doesn’t achieve your desired outcome, if you can identify why it failed, then you’ve set yourself up to improve your ROI in the long run.
Marketing advice for HMEs
You’re on your way to creating a strong foundation for your marketing efforts – and this is only the beginning. Get in touch with a Brightree expert today for a free consultation on how customized software can help you grow your marketing capacity and meet your biggest business goals.
Trish Nettleship Vice President Marketing, Brightree
Trish is the Vice President of Marketing at Brightree, where she's responsible for developing marketing strategies and plans for new offerings as well as driving demand generation and market development for the company's current portfolio of cloud-based solutions for post-acute care.
She brings over 25 years of experience to this role including: leading digital transformations, enabling the social enterprise and developing integrated multi-channel strategy across all aspects of marketing.
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