Recently, I have been seeing a large amount of advertising directing individuals to come to a hospital or physicians office, clinic etc., at a specific date and time, usually at the physicians or clinicians convenience, for a health and wellness program.
That is so 1990s.
In this day and age, with internet savvy audiences and patients who are networked to the web, social media, information and such, it seems silly that most healthcare providers would continue to offer only one way for individuals to access health and wellness programs. If you're not using webinars, then you're not meeting your customers needs.
And it's pretty easy to do.
Using WebEx, Talk Ready, Go To Meeting for example, a 30-45 minute health and wellness seminar can be given on a day and tme more convenient for your audience. They can be recorded and archived on your web site for consumer play back at anytime of their choosing. You now begin to build up a library of self-generated health information that is branded to your organization, contains your key messages and promotes a specific service line or targeted capability.
Think about the possibilities for reaching out to employers this way as well. A webinar directed at Human Resource professionals in local companies.
For Accountable Care Organizations (ACOs), a way to keep in constant contact with your members providing targeted health information.
For hospital physician relationships a way to hold a department meetings or offer CEU program that can be more convenient.
For the media and local press, a way to hold a press conference or announce a new service or technological application when they say their not coming on site.
The possibilities really are endless. Your imagination is your only limit here.
Okay, you can't do wellness screens this way, but it could be used to drive volume to the screens as a follow-up to the webinar.
Return on Marketing Investment
This strategy and tactic is designed to capture downstream volume and revenue. Let's face it, initially there is little return on a webinar. It's the post webinar relationship management and communication activities that bring the return. By capturing a webinars attendees information, you now have actionable data on which to design more effective marketing and communication programs. Mass marketing that is individualized. You can create a relationship that is more meaningful because it is based on their needs. You're building a customer database for Customer Relationship Management (CRM) and loyalty programs.
So, its 2010 and change in healthcare is accelerating and will only continue to do so. Time to expand your arsenal of strategy, tactics, tools and techniques to build relationships, loyalty, volume and revenue.
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Michael Krivich is a senior healthcare marketing executive and internationally followed healthcare marketing blogger read daily in over 20 countries around the world. A Fellow, American College of Healthcare Executives as well as a Professional Certified Marketer, American Marketing Association, he can be reached at firstname.lastname@example.org or 815-293-1471 for hiring as your senior marketing executive , for interim assignments in all aspects of healthcare marketing whether it be strategic or tactical market planning, rebuilding and revitalizing your existing marketing operation, integration of sales and marketing teams, media relations or service line revitalizations. Huthwaite SPIN selling trained and a Miller Heiman Strategic Selling alumni, both highly respected and successful international sales training organizations , I can lead your organization though the challenge of integrating sales and marketing.