The healthcare industry has faced unprecedented challenges over the last few years, and it’s more important than ever to invest in a fresh brand strategy in 2022. If you have decided to rebrand and have finalized your strategy and brand direction, your organization can focus on making the most of your brand strategy with more effective and efficient marketing and communications campaigns. From lead generation to increasing revenue streams, here are a few of the ways you can put your healthcare branding to work!
Launch a Fresh Look and Feel
A rebrand is a perfect time to refresh your logo, website, signage, and more! When you’re ready to start a new chapter for your business, a fresh look and feel is a great way to take the next step. Your employees and patients will take notice and rally around the new design. Consider launching a teaser campaign to really drum up excitement and get the community involved!
With new brand visuals in place, take the time to revamp all components of your visual identity from your on-site signage to your online ads, and everywhere in between! Make a prioritized list of the visual aspects of your brand and have a plan in place for updating everything. A full-service agency, such as DAE and Company, can assist your team, making sure everyone stays on track and ensuring that your brand is represented in all visual components.
Share Your Fresh Brand Guidelines
After your rebrand, it’s important to update all of your documentation to ensure everyone working with your brand has a clear understanding of who you are and how you communicate that to the world. Brand guidelines should be shared and used by your internal teams and any partners you’re working with across marketing, sales, public relations, advertising, and more. Brand guidelines will save you time and wasted budget by helping to keep everything consistent and goals-focused!
Take the time early on after a rebrand to create on-brand templates for content, marketing campaigns, and more. At DAE, our branding team can provide you with the branded templates you need to run with your rebrand, to set you up for success from the get-go!
Update Your Website
You’ve learned a lot through the brand strategy process, use what you’ve learned to create a better online presence for your organization. Think through the pain points and needs of your target audiences, and redesign a website that truly meets their needs. This could be as simple as a new look or as complex as a total restructuring of your information and site layout. Use the data you’ve been gathering to improve the user experience of your website!
Launch New Marketing & Advertising Campaigns
Along with your newfound understanding of your target audiences, you also have a ton of visual assets and messaging to share with the world! Revamp your marketing and advertising initiatives to reflect not only your new look and feel but also your new messaging to better attract and convert potential patients and employees!
Focus on Brand Recognition
A strategic, cohesive healthcare brand should be recognizable across any and all touchpoints. Whether someone is reading a social media post, sees a poster or billboard around town, or gets an appointment reminder, it should be crystal clear who that message is coming from. Visually, there should be consistent colors, fonts, and logo usage. From a content standpoint, the tone and messaging should be cohesive and undeviating. No matter where someone interacts with your brand, they should have a persistent, dependable brand experience, and be able to recognize your branding across all touchpoints.
Get Your Team Excited
With new branding in place, get your team onboarded and excited about what that means for your business! Share some of the backstory and lessons learned during the rebranding process, then help them understand what it means for the future. Give them the information they need and the motivation to become your brand champions!
Unveiling your new brand internally is a great time to provide branded apparel or gifts to your staff, and have new swag available for patients. These people are your best brand ambassadors, so give them everything they need, from information to branded goodies, to help them spread the word about your organization and your mission!
Spread the Word
Take every opportunity you can find to talk about your rebrand! Use every interview or content opportunity to announce the initiative and then tie in the purpose of your branding efforts with the overall goals and story of your brand. The rebrand itself may be newsworthy enough, but take the publicity opportunities presented to you to really market your organization! Send out press releases, pitch guest blogs, and reach out to media partners and community leaders to really get the word out!
When you’re ready to take your healthcare organization to the next level with a branding project for 2022, we’re here to help! We have the insight and experience to guide you through the brand strategy process, and then make the most of your new brand so that the investment pays off for years to come! Don’t waste time on outdated, out-of-touch branding, let’s focus on all the possibilities to come! Contact us today to get started.
Many healthcare organizations had to pull back or turn off their marketing and advertising initiatives throughout the COVID-19 pandemic. As we look to the future, healthcare organizations are looking to rebuild their messaging and revenue streams. Innovative, engaging healthcare branding should be the first step! Your branding is an important part of how your healthcare organization is perceived by those who work there and those who choose your facility for their care. It provides a baseline and platform to help build relationships with your patients and staff, set yourself apart from the competition, and establish your values and goals within your community.
As anyone in the field knows, the healthcare industry is extremely competitive when it comes to attracting and retaining both top talent and patients. This year, you may want to consider an investment in redeveloping your brand or strengthening your current brand to help your organization truly stand out and positively shape the perceptions and expectations of your business throughout the community. To help in your branding considerations and to move forward effectively and strategically, let’s take a step back and review the branding basics.
The world has changed dramatically over the last few years, and healthcare organizations need to have a clear and current picture of the wants and needs of their customers. Don’t settle for old data or assumptions, get to the heart of what your audiences need to position yourself as the best possible healthcare provider.
A great brand strategy will always keep your target audiences as the focus. Doing a deep dive into your target audiences and your competitors will give you a better sense of understanding and help you better serve those communities.
Brand Positioning & Community Perception
Whatever you want to be known for, your branding should help you accomplish that. A strong brand puts you in control of how your healthcare organization is being viewed and perceived. People talk, and what they say matters to others, so make sure that you’re laying a strong branding foundation to guide those conversations! Whether you want to be the most trusted, caring, experienced, or innovative organization, the correct branding can help you earn that reputation within your community.
Rebranding in 2022 will allow you to revamp your organization’s story and create more meaningful connections with your community. If we take anything with us from the last few tumultuous years, it’s how absolutely vital healthcare workers and organizations are, so be sure to frame your branding in the best possible context as we look to the future. Tell your story and position your organization as the backbone of your community. Highlight all the ways you’ve helped get them through the tough times, and help them understand how you are helping them stay healthy and strong for the next chapter.
Employee Attraction and Retention
The pandemic has left the healthcare industry with staffing shortages, and your branding should help you attract and retain top talent. Your organization has a reputation when it comes to being an employer, your branding puts you in control of the narrative in terms of how you want to be perceived. As potential new hires are deciding whether or not to join your team, your branding can help make the case for you. Your healthcare branding plan should include how you prioritize the safety, protection, and well-being of your staff. It should highlight your corporate culture and mission, and provide messaging for all audiences that showcases why someone should want to be part of your team.
Retaining talent has never been more important in the healthcare industry, so it’s vital that you’re delivering on the branding and culture you’ve developed. Once you’ve hired great talent, your branding should keep staff engaged and optimistic about working there. A professional brand strategy will be easier to execute because it will be more authentic and well-organized. Employees should be living your brand promises day in and day out, creating a snowball effect of positive brand interactions and sentiment.
Beyond an employee focus to your branding, a focus on your patients and potential patients is imperative. Your brand strategy should facilitate relationship building with your community and patients. Position your organization as more than a place people can come to receive care, but as an organization that is willing to take time to understand patients, and puts them first. By taking the time to set up proper healthcare branding for your organization, you’ll be able to foster trust with your patients while also building a relationship that will instill loyalty during every part of the patient journey. And again, it’s imperative that your actions, policies, and behaviors authentically represent the brand. If your brand becomes rhetoric without substance, you will do far more harm to your reputation than good.
13 Benefits of Healthcare Branding in 2022
Your branding should serve as the foundation for all of your marketing and sales initiatives, but should also serve as the backbone of your organization. Your branding should give your employees a mission to rally around, and feel proud to be a part of. It should give your patients an overall sense of comfort and belonging. With so many healthcare options available for patients and staff to choose from today, you’ll want to make sure that they can easily find their fit with you. Your brand is the backbone of your business and should be a top priority in 2022.
- Stand out in a competitive market
- Generate better credibility and authority
- Be more consistent with your marketing and messaging
- Stay ahead of the competition
- Foster meaningful connections and relationships
- Encourage brand loyalty and positive brand sentiment
- Support talent acquisition and retention
- Identify patient trends and needs
- Improve the patient journey and overall experience
- Focus your marketing and sales targeting
- Generate more patient referrals
- Attract and retain top-level talent
- Build more purposeful relationships within your community
Now that we’ve talked about why you need a fresh brand strategy for 2022, it’s time to better understand how DAE can help! Helping healthcare marketers understand the process and our innovative approach is one of our specialties. We’d love to learn more about your business and your audiences to show you how we can take your healthcare organization to the next level with a creative, engaging, and purposeful brand strategy!
Marketing professionals in the healthcare industry are up against a different set of challenges. As you focus on helping your healthcare organization plan for more strategic and effective communication and marketing campaigns, we want to make it easier for you to understand the challenges so that you can also find the opportunities.
Standing Out in the Crowd
There are more healthcare providers than most patients can sort through, which makes your marketing and advertising more important than ever. Differentiating yourself needs to start with who your target audience really is. Who are you the best at serving, and how can you let them know that? Your marketing strategy should be focused on positioning your organization as a trustworthy and recognizable healthcare brand that your target audience relies on. By focusing your efforts on the people you want to reach, you’ll set yourself apart by showcasing your focus and results.
Establish yourself as a thought leader for your audiences, and promote your accomplishments to build trust and engage the right people. Make sure your brand, marketing, and sales are all aligned with your goals and target audience to set your organization apart!
Crafting Engaging Content
Once you’ve established who you want to market to, you need to craft the right messages for every point in the decision funnel to attract, engage, and convince those prospects that your organization is the right choice for them. This is easier said than done, but a thoughtful understanding of your audience will help! Think through what you do best, and who that applies to, then walk them through the entire decision-making process.
- Attract: Focus on the pain points (warning signs, symptoms, comorbidities, and misdiagnoses) to help patients recognize themselves or their problems in your messaging.
- Engage: Educate readers on the dangers or complications of not seeking treatment, then showcase how your organization can help. Focus on creating a personal connection to the audience with your team, so that they feel a connection and sense of understanding with your organization.
- Convince: Shine the spotlight on your specific team of healthcare professionals and services and why you’re the best. Testimonials and awards are great tools to help convince patients you’re the best fit for them.
Targeting the Right Audience
At this point, you know who you want to talk to, and what you want to say, but how are you going to reach them? With digital marketing, there are incredible targeting opportunities available to you. Search engine optimization allows you to find the relevant key phrases your target audience is searching for, then optimizing your website to rank highly when those phrases are searched. Digital advertising can get a little trickier when it comes to privacy regulations, but there are still many opportunities to get your ads in front of the right people at the right time!
Knowing your audience is crucial in determining the right mix of marketing channels and strategies to invest in. There are 2.82 billion daily active users on Facebook, and 70% of US adults use the channel. Whereas only 28% of the U.S. population over 12 years old listens to podcasts on a weekly basis. That doesn’t mean you should go all-in on Facebook and ignore audio content opportunities, it just means you need to dive deeper into the data with your target audience in mind will help you determine where to focus your efforts on finding the highest quality, most relevant audiences for your messaging.
The Health Insurance Portability and Accountability Act is important in how your medical marketing tools are used, how your site is hosted, and much more.
With how quickly technology is updating, HIPAA struggles to keep up with the changes making it important for you to know which technologies are compliant and the risks that surround marketing. To keep yourself safe while marketing to your target audience, ensure that you are following legal rules and regulations that go along with healthcare marketing.
For success in healthcare marketing, it’s important that you understand the different insurance types that are available. This list can include PPOs, HMOs, Medicare, and Medicaid. When marketing, you need to know which plans are in-network with your physicians and which are not, along with which treatments are covered and which are not. These factors will affect your messaging and the conditions and treatments that you’re targeting. Set yourself up as a total resource for patients and prospective patients, so they trust your insight and choose your organization.
Building Your Brand
Healthcare decisions are usually made by people who are experiencing a lot of emotion. It’s important that you are empathetic and understanding in your approach as you reach out to this audience and try to persuade them that your healthcare practice is the best option for them. Your branding and messaging need to be cohesive and authentic! Although we understand that rebranding can seem a bit daunting, a rebrand or brand strategy project with DAE can help you understand how to better align your business with your target audience for more impactful, engaging marketing campaigns that truly convert.
Are you ready to make it happen for your brand? A remarkable brand is a living thing with a personality defined by you shared with your community. Finding and developing that personality is one of our specialties. We’d love to learn more about your business and your audiences to show you how we can take your business to the next level with a fresh look and feel, for more effective marketing and revenue growth!
You know digital advertising is an important piece of the marketing puzzle, and you know an advertising budget is a must-have in today’s competitive landscape. If you have identified the right channels for your business, established audience targets, and set up and launched your campaigns, good for you! Launching advertising campaigns is huge, but it’s really just the beginning. There’s so much data available to you through digital advertising, it’s important you really understand where your budget is going and what it’s doing for you.
Diving in to really see if your advertising dollars are being spent well is no small feat, but we’re here to help! If you’re running campaigns yourself, you need to understand the metrics and how to take action based on the results you’re getting. And if you’re outsourcing your advertising, you need to make sure the person or team responsible for running your ads is actively managing and optimizing the campaigns. Here are a few metrics and data points that you should be consistently looking at to help determine if your digital advertising efforts are working, or if you need to switch things up!
Digital Advertising KPI: Revenue
If you’re selling on your website, you need to be tracking revenue generated from your digital advertising campaigns. Google Analytics allows for e-commerce integrations that allow you to analyze revenue data by traffic source, drilling down to specific channels and campaigns. Without this, you’ll be flying blind, with no real idea of what marketing efforts are driving real revenue for your business. Keep in mind that revenue alone isn’t an indicator of success. An ad campaign can generate one million dollars in revenue, but if it took three million in ad spend to get there, was it still a successful campaign? Analyzing revenue alongside return on ad spend (ROAS), will give you a more complete picture of what is and is not working.
Digital Advertising KPI: Return On Ad Spend (ROAS)
ROAS calculates how much money is earned as a result of advertising efforts versus how much was spent to generate those efforts. If you’re only going to analyze one metric from your efforts, this is the one! If you can attribute $10,000 in revenue to your advertising efforts and you know you spent $5,000, then your ROAS is 2:1. This means you earned $2.00 for every $1.00 spent. Determine your break-even ROAS by analyzing your profit margins, and then set ROAS goals based on that figure.
Digital Advertising KPI: Cost Per Clicks (CPCs)
Cost per click identifies the average amount you are paying for a single click of your ad. Click costs can vary greatly by platform, industry, keyword, and other factors. High click costs aren’t an automatic red flag that your advertising campaigns aren’t performing well, just as low click costs aren’t a sure sign that your ads are doing well. In some cases, high click costs can’t be avoided (legal and marketing industries are known to be extremely competitive and in turn result in higher click costs). You want to balance paying enough to get visibility for your efforts, but not overspending and wasting advertising dollars when conversions aren’t being generated or conversion costs are too high. If your campaigns are experiencing high click costs, start by testing out long-tail (less competitive) keywords, using different match types, adding negative keywords, experimenting with different bidding strategies, and incorporating new target audiences.
Digital Advertising KPI: Impressions
An impression is counted each time your ad is shown to your target audience. High impressions don’t always mean success. If you are generating high impression volume but few ad clicks, this can often be an indication your target audience needs fine-tuning. If your focus is on brand awareness and casting a wide net to a large audience, as a general rule of thumb, you will want to have a higher number of impressions. However, you will want to balance reach and frequency carefully. Reach is the number of people that see your ad while frequency is the number of times a specific consumer sees your ad. You do not want to oversaturate your potential consumers with ads because ad fatigue can set in. Your potential customers might become slightly annoyed if they see your ads too much. If you are trying to reach a wider audience and are seeing low impression numbers, consider adjusting audiences, testing new creatives, and trying a variety of keyword match types..
Digital Advertising KPI: Conversions
Once a person clicks on your ad and gets to your website, you want them to take some sort of action. This predetermined “action” is a conversion. These actions are typically contact form completions, whitepaper downloads, newsletter sign-ups, booking a hotel room, purchasing an item, etc. When evaluating your digital advertising efforts, look for campaigns generating a high volume of clicks but little to no conversions. This might indicate that consumers are not finding what they need on your landing page or it is too complex, your target audience is not ready to convert and needs more nurturing, or your campaign settings need to be reconfigured.
Conversion volume is great – but don’t forget to keep an eye on your cost per conversion, or the amount of ad spend it takes to generate a single conversion. If you’re paying more for a conversion than the amount of revenue an average conversion brings into your business, you will quickly burn through your advertising budget without seeing a return.
Digital Advertising KPI: Clickthrough Rate (CTR)
CTR is calculated by taking the number of clicks that your ad received and dividing it by the number of times your ad was shown. This metric is important to keep track of because it can be an indicator of ad relevance. A high CTR usually means that your ads are pertinent and that you are engaging with the right audience. However, a Google search ad that generates a lot of impressions but no clicks probably means that you are either bidding on the wrong keywords, or your ad copy needs to be rewritten. A low CTR on Facebook might indicate that you are not reaching the right audience, or your ad creative/text needs some work.
Digital Advertising KPI: Impression Share
Impression Share is calculated by taking the number of impressions that your ad received and dividing it by the number of impressions it was eligible for. Any number above 0% indicates that you’re missing out on available impressions, either due to low ad quality or not enough budget. Impression Share lost due to budget can be improved by raising budgets. Campaigns that are generating a strong ROAS or low cost per conversion should be capitalizing on all available impression shares. Impression Share lost due to rank can be improved by optimizing your key phrases, ad copy, and overall campaign performance.
Need some help?
Does it seem a bit overwhelming thinking about trying to keep track of whether or not your advertising efforts are paying off? DAE & Company can help! Whether you’re launching a brand new campaign or need to turn performance around for an existing campaign, our team of digital advertising specialists knows how to make sure you are seeing a return for your investment. Reach out to us to learn more about our services and how we can help.
A new year comes with a set of new goals and opportunities for your business to accomplish. In order to start and then maintain these goals throughout the year, you’ll want to set a budget and plan to ensure that you can achieve them. This is where a marketing budget will come in handy for your business!
Marketing budgets help to document how much your business plans to spend on marketing over a period of time, this can be a month, quarter or year for example. By breaking down your budget into sections, you’ll be able to better understand where your money is going, what is working and what isn’t, and whether or not the goals that you’ve set for your business are actually achievable. There are many moving parts that go into a marketing budget. You’ll want to pay attention to paid advertising, marketing tools, website maintenance, and much more. This all might seem overwhelming, but don’t worry! We’ll give you a breakdown of the most important aspects of a marketing budget to create the best plan for your business!
Break Down the Costs
Before deciding how much to invest in your marketing, it’s important to understand how much a sale is really worth to you. Take a hard look at the numbers, including your gross margins (net sales minus the cost of goods sold) and customer lifetime value (the total worth of a customer to your business over the lifetime of that relationship.). The higher the gross margin, the more your business will retain, helping you to pay for other expenses like marketing. The more valuable a customer is in the long term, the more you should invest in attracting and retaining them.
Know the Audiences & Their Buying Cycles
No matter what business you’re in, you’ll need to pay attention to the audience that you’re marketing to. Knowing who you’re marketing to, where they do their purchase research, and what their buying cycle is, are all important pieces of the marketing budget puzzle. If you’re focused on retaining repeat customers for a product or service with a short buying cycle, you’ll need to strategically budget for very different marketing services and tactics than if you’re marketing to a brand new audience for a purchase that has a long buying cycle. You’ll need to budget more money for newer audiences and those with longer buying cycles, without neglecting those with shorter turnaround times.
Understand ROI Timing
Not all marketing strategies will pay off in the same time frame. SEO is notoriously known as a long-term investment that can take weeks and even months to generate ongoing growth. Social media and advertising initiatives are often put into play when a quicker turnaround time is needed for results. You can’t put all of your eggs in one basket in terms of your marketing budget and expect to see sustainable success.
According to the 2021 CMO Survey, organizations typically spend between 10.4% and 13.7% of their total business budget on marketing. Remember that this number will vary depending on how much you are able to spend and how much capital is backing your business.
With differences between businesses of what they are selling and how much they are able to spend on marketing, you can see that there isn’t one solid plan that can be followed. Taking the time to understand your business and the goals that you can set is the most important step in ensuring that you can meet or exceed your expectations! As you set your budget, it’s important that you keep checking it throughout your monthly, quarterly, or yearly plan to see where you are hitting your goals and which strategies are paying off. Don’t be afraid to rearrange your marketing budget based on results. If one campaign or marketing channel is delivering outstanding results, invest more there, or use the same concepts on other channels.
Continuous Marketing Budget
Starting and stopping your marketing budget won’t allow for continuous market penetration for your business. By running a continuous marketing budget you will be able to make small improvements to your strategy instead of making major changes. With these small improvements, you’ll be able to increase your accuracy in targeting your audience and your messaging while also improving your product or service.
Overall, with a continuous marketing budget you’ll also be able to increase customer satisfaction with your business, retain them as lifelong customers, and can also provide quality leads to your sales team. This will help to create a cohesive marketing budget that will ensure the best results for your business!
Set Up A Marketing Budget
Setting up a marketing budget for your business will allow you to set reachable goals and can add overall value to your business. Every business will have different factors affecting their choices when it comes to setting budget goals, choosing which marketing channels are best, and deciding how much they can invest to truly make a difference for their business.
A solid plan will keep you from making knee-jerk reactions or spending dollars on the media that has the most persistent salesperson. Oftentimes a media plan is established with a contingency amount so that you can take advantage of opportunities that pop up or test new advertising mediums but be careful not to make too many last-minute decisions on advertising spending. In general, the best course is establishing a thoughtful, well-researched marketing budget upfront; giving it a chance to perform; track results; and then make adjustments as needed.
Finding the right path for your business and having a team that knows how to measure those goals will be the most beneficial for your business as you reach new customers and retain existing ones. Creating a marketing budget doesn’t have to be hard when you know what you’re doing and why you’re doing it!
Are you ready to set up a marketing budget, or need to better understand the steps to do it? Understanding the process and approach is one of our specialties, and explaining everything to you so that you can also understand is important to us as well! We’d love to learn more about your business and your audiences to show you how we can take your business to the next level with a budget that will make your business flourish!