We love all things marketing here at DAE & Company, which is why we absolutely understand how easy it is to get excited about new marketing campaigns, channels, and strategies! It’s our love of all things marketing that also makes us appreciate a strategic marketing budget. Creating the right marketing budget for your business is essential. If you try to tackle too much at once with your marketing budget, you’ll likely be spreading yourself too thin – resulting in missed opportunities, and oftentimes, very little impact felt from your dollars spent.
When a new campaign idea, channel, or marketing initiative comes along, make sure you stay focused on your target audiences and overall objectives. Reaching the right people at the right time with the right messaging should always be the driving force behind your marketing strategy and budget. Here are a few tips and ideas from our team of marketing professionals on how to keep your marketing efforts streamlined and impactful.
It’s so important to find the right mix of marketing channels for your business. You don’t need to be on every social media platform, and you don’t need to run a print ad in every local magazine available. You need to first understand who your target audience is and which channels and mediums they prefer and start there.
Focusing on fewer channels allows you to test your messaging to really find the campaigns that resonate with your target audiences. You can also optimize your campaigns for higher reach and frequency, to really dominate on those channels. Find the right mix of messaging and mediums, then grow your marketing presence as you start to see results
Think Through the Full Buyers Journey
Different marketing strategies and channels are often better suited for different stages of the buyers journey. Focus your marketing efforts accordingly, so you can build a solid pipeline that will provide returns in both the short and long term. As you start to see leads or sales, you can adjust your budget, reallocating between campaigns to get more results from different stages of the funnel.
Combine the Right Channels
As important as it is not to spread your marketing budget too thin, it’s just as important to diversify your marketing efforts. You don’t ever want to be overly reliant on any one form of marketing. Digitally, a mix of paid and organic efforts should work together to bring you short and long term results. Budgeting for a healthy mix of marketing channels will protect your budget and your results.
Let Your Branding Be Your Guiding Light
With a solid brand strategy in place, it will be easier to find the right mix of marketing channels. It will also be easier to craft impactful, effective marketing campaigns across channels. An investment in a rebrand or brand guidelines will always save you money in the long run when it comes to implementing effective marketing and sales strategies.
Keep Things Consistent & Give It Time
Don’t reinvent the wheel with every marketing campaign or for every marketing channel. Keep your campaigns and your branding consistent and cohesive. Repurpose elements for each channel, so your audiences recognize you, wherever they find you. Allow your campaigns to evolve and improve. If you’re changing tactics and channels every month, you’re never going to get over the initial “learning phase” that new campaigns often require. While campaigns can certainly generate instant wins, most require thoughtful optimization over time. With a little patience and lots of hard work, you’ll see success!
Pay Attention to Results
No matter how big your marketing budget is, you need to pay attention to your results. Watch for peaks and valleys in performance very closely. Understand exactly where your money is going, what it’s supposed to be doing, and how each channel is working for you. Sticking to your marketing budget doesn’t have to mean you waste money on channels or campaigns that don’t perform. Be agile with your decisions, but base them on data and results. If you’re not seeing regular reports on how your marketing dollars are impacting your bottom line, you need to start asking for them!
Marketing is a Long Game
Although you may see immediate results on some platforms, marketing & advertising is a long game. As your market starts to recognize your outreach and your brand begins to take root, business will increase. But it is important to keep investing in marketing & advertising. If you start and stop or if your budget decreases dramatically, you will lose momentum. It may not happen immediately, but you will feel the effects. Committing to a continuous, strategic, long-term marketing & advertising campaign will be the most beneficial to your business and to your brand.
Are you ready to invest in a rebranding project that will save you money down the road? Or are you looking for help in developing a more successful, sustainable marketing budget? We’re here to help! We’re a marketing team made up of thinkers, questioners, and doers, and we can’t wait to help you see better results from your marketing!
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.