为什么医疗机构正在从基于转诊的营销转向消费者直接营销
几十年来,医疗机构一直在使用基于转诊的营销计划来吸引新患者,并加强现有患者的忠诚度. 这种方法被证明是成功的,因为它依赖于可信的口碑推荐, low-cost, 高质量的线索和将患者留在组织卫生系统内的能力. 研究表明,大多数消费者认为推荐是他们决策过程的重要组成部分. However, 随着医疗保健系统变得更加垂直整合,医疗保健行业整体上变得更具竞争力, 供应商必须考虑创新的方法来保持竞争优势.
Referral-based marketing is no longer as effective
While referral-based marketing still has its place in healthcare, 完全依靠转诊可能不再像以前那样有效地产生病人量.
消费者越来越多地主张自己选择供应商的权利, 以前的推荐来源可能不再可靠或不愿意在自己的组织外推荐. 卫生系统的合并和整合导致更多的内部转诊, 往往让患者不知道他们的选择和提供者之间的差异.
As a result, 一些医疗保健组织正在转向消费者直接营销模式,直接与消费者对话并告知他们他们的选择.
Adopting a consumer-direct approach has many benefits:
- A more informed consumer
- Improved patient engagement
- Increased brand awareness and preference
- Cost-effective and measurable
这是我们在全国最大的康复医院网络中成功实施的战略.
This organization had 140 locations across the U.S. and was a trusted choice of medical professionals, 然而,消费者对住院康复医院缺乏认识和了解. As such, consumers relied on physician referrals. 客户需要一个前瞻性的营销策略,直接接触消费者,教育他们选择提供者的权利和护理的差异. 他们试图增加患者数量,提高品牌知名度,并超越以前的基准.
A different approach to messaging
这次活动的策略需要一种反向的头脑风暴方法. 我们改变了消息传递模式,首先进入目标消费者的顶层空间——患者和他们的家人,以及医疗服务提供者等看门人, social workers and case managers.
- 从消费者的头顶空间开始,我们可以考虑他们目前的看法, needs, preferences, biases and barriers.
- We determine what we can provide to help them move forward in their decision-making; do they need information, education, testimonials, rankings, a visit, an online tour?
- 最后,我们根据所确定的行动召唤来制作消息传递.
The power of media and messaging collaboration
我们知道,教育患者了解他们的选择权并赋予他们做出明智决定的权力至关重要. 直接面向消费者的方法的最大好处之一是能够控制消息传递.
Using A/B testing, 我们衡量了不同信息的有效性,并将它们放置在最有可能与目标受众相交的位置. We selected channels based on their ability to build brand awareness, tell the story and ultimately drive patient volume:
- Search
- Social
- Native and display ads
- Online video
- Connected TV
The importance of tracking and optimizing results
跟踪媒体计划的有效性并优化结果与制定正确的信息和营销策略同样重要. These are the metrics we measured:
- Ad performance
- Website engagement
- Conversions
- Lead and call quality
- Overall patient and admissions volume
- Word-of-mouth referrals
Pilot campaign yields striking results
The results of the campaign were impressive. 所有参与试点的医院的住院人数都有所增加,超过了卫生系统的其他部门.
此后,我们在其他地区推广了该康复医院系统的消费者直接营销. 试点项目的结果帮助我们在活动继续开展的过程中建立了基准.
从基于转诊的医疗保健营销过渡到直接面向消费者的营销可能具有挑战性, but a necessary one as competition in healthcare becomes more intense. 它可以用来补充你基于推荐的营销策略,或者作为对战略转变的积极回应. 通过采用这种新方法并制定全面的营销策略, healthcare providers can reach a wider audience, 差异化品牌,在不断变化的市场中取得更大的成功.