An effective, integrated and targeted PR and Marketing Communications program DOES NOT HAVE TO BE EXPENSIVE!

“An integrated and targeted PR and marketing communi­cations program is the most cost-effective way to conduct promotional campaigns.”

 

The fact is that an integrated and targeted PR and marketing communications program is the most cost-effective way to conduct your promotional campaigns. In the present economy, every company is seeking ways to maximize the returns on its expenditures. The best methodology for maximizing your promotional expenditures is to target your prospects with an integrated marketing campaign. It seems simplistic, but it’s not. You would be surprised to discover how companies do not apply this strategy.

What is Targeted Marketing?

Targeted marketing works to eliminate the ambiguity of wasted promotional dollars. The term targeted marketing is fairly self-explanatory. It requires that you draw a fine bead on a defined, targeted group of prospects. Subsequently, the first step in targeted marketing is to define your prospect group as narrowly as possibly. For the purpose of this white paper, we will apply targeted marketing to the healthcare industry.

Who Can Benefit from Targeted Marketing?

Almost any healthcare vendor can benefit from targeted marketing, but it works best in B2B situations where you can identify the individuals by title, and sometimes by bed size, who can benefit specifically from your software or hardware solutions. This helps you hone in on your target audience. The more niche-oriented your product/solution, the easier your target identification process. For example, if you sell a registration quality assurance software package, you probably won’t want to reach the lab director; you will want to reach the registrar, registration director, and patient access manager, among others.

How Does Targeted Marketing Work?

After you have fine-tuned your prospective target job titles, the next step is to source both electronic and print lists for these titles. There are many excellent resources available to the healthcare industry for both of these media.

Now, that you know who your target audiences are and where they work. What integrated tactics should you employ to reach these prospects in the most cost-effective manner? Here, budget comes into play. You will want to use as many targeted marketing communications activities as your budget will allow. The more integrated, marketing tactics you can afford to employ, the greater your chances of reaching your target audiences.

Using Integrated Marketing Tactics

With most healthcare companies, budget is always a concern; that is why it is critical to select integrated marketing tactics that will build momentum upon each other as you employ them. This plan assumes that a company will see the value in purchasing good print and electronic lists from reputable vendors for their target audiences, if you don’t already have them.

“Develop your marketing message(s) with the most compelling value proposition statement possible.”

 

The next step is to develop your marketing message(s) with the most compelling value proposition statement possible. You must then put these messages into creative print direct mail pieces — if your budget allows print expenditures — email blasts, webinar programs, e-newsletter, and other print and electronic formats, and deliver them, on an ongoing basis, to your target audiences, without burdening them with too many messages. The number and timing of marketing pieces sent should be carefully considered with your marketing professionals. All of your marketing pieces should have a “look and feel” that identifies your company as the purveyor of these integrated messages.

If your budget can afford it, print and electronic banner advertising should be considered. The ads should support your marketing message and the company’s established “look and feel.” The next step is to identify any specific healthcare trade journals that your target audiences might read. This media research can be used in two ways. One, it will help you hone in on your desired audience. Two, the editors and writers of these magazines become your targets for a proactive media relations program, which you should aggressively conduct on an ongoing basis.

The final targeted marketing activity to be considered are trade shows specific to your software or hardware solutions. Even the most niche products usually have some sort of trade show specific to their users. Unless the shows are small and fairly targeted, I would avoid them. Most large trade shows are a waste of small to medium-sized companies’ marketing budgets.

What Are the Benefits of an Integrated and Targeted Marketing Program?

Your targeted marketing activities will demonstrate to your prospects that you are a specialist healthcare software/hardware provider, and you will therefore stand out from your competitors, even the larger ones. This can be a significant competitive advantage. Other advantages of targeted marketing are:

• Your attention is focused on one specific target audience(s), which is likely to result in your marketing campaigns being far more cost-effective and resulting in more productive lead generation.
• You will be perceived as a specialist in your prospect’s own field, and you will increasingly build your reputation as being an expert in that field.
• Your integrated promotional materials will build “identity and need” momentum over time and will seem highly relevant to your prospects, and are less likely to be discarded.
• You will stand out from your competitors.
• By differentiating yourself from your competitors, prospective customers will be less likely to focus on price as the key issue, thus enhancing your profit margins.

Conclusion

Execution of an integrated and targeted marketing program is affordable and cost-effective. Your efforts will result in enhanced marketplace awareness, improved lead generation and increased closed business. If you are not presently conducting this type of marketing within your healthcare company, you should consider talking to a proven marketing communications company who has the expertise and know-how to conduct a totally integrated and targeted marketing program for your company.