rural health care marketing workshop · • marketing success is hard to come by, but when a...
TRANSCRIPT
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Rural Health Care
Marketing Workshop
Presented by Rural Health Education and Services
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Rural Health Education and Services
Joyce Grayson [email protected]
Director
Andee Ellis [email protected]
Assistant Director
Anthony Pafford [email protected]
Multimedia and Marketing Coordinator
Laurie Scott [email protected]
Sr. Office Coordinator
Jenifer Yuza [email protected]
Sr. Marketing and Communications Coordinator
Recruitment Services
Temporary Coverage
Loan Forgiveness Programs
Health Care Career Fairs
Marketing Services
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Kansas
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Overview http://bit.ly/rhmkt15
• Foundation
• Ten basic marketing strategies
• Target your audience
• Social Media Basics
• Measure, Track, Analyze
• Surveys
• Take action
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Foundation the
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A brand is no longe r what we t e ll t he c us t om e r it is –
it is what c us t om e rs t e ll e ac h o t he r it is .
~Sc ot t Cook
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Foundation
• The sum of all the characteristics that make your organization unique:
– Reputation
– Customer Service
– Promise
– Feeling
– Attitude
– Services Offered
• What remains after the marketing has swept through the room.
Brand Identity Marketing
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• Visual devices used to represent your organization.
– Visual Identity for stationery, print material,
signage, PowerPoint presentations, colors, fonts,
digital projects, etc.
• KU Visual Identity
• Greenville Health System
– Logo Standards
Foundation Brand Identity Marketing
signage, PowerPoint presentations, colors, fonts, signage, PowerPoint presentations, colors, fonts, signage, PowerPoint presentations, colors, fonts,
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• Is a PUSH tactic – push out a message to get
results.
• Marketing success is hard to come by, but when a
foundation is laid, the chance for success rises
dramatically.
Foundation Brand Identity Marketing
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Before you jump in:
• Target your audience
• Know your competition
• Conduct market research
– NRHA March Educational webinar “Research in Rural
Healthcare: Building a Foundation for Strategic
Marketing” on March 26. Visit ruralhealthweb.org (Conferences
& Webinars)
• Develop a marketing/action plan
Foundation Brand Identity Marketing
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10
Basic Marketing
Strategies
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Ten Basic Marketing Strategies
1. Website
2. Print Material
3. Community Outreach
4. Online Business Listings
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Online Business Listings
Google, Wikipedia, Yellowbook, Yelp
and other healthcare or business listings
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Google My Business https://www.google.com/business/
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Ten Basic Marketing Strategies
1. Website
2. Print Material
3. Community Outreach
4. Online Business Listings
5. Advertisements
6. Social Media
7. Media Releases
8. Email Signatures
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Email Signatures
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Email Signatures
http://www.hollistercreative.com/archiv/last-impressions-count-too/
A list of email signature:
• must-haves
• things you might consider
• do not includes
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Ten Basic Marketing Strategies
1. Website
2. Print Material
3. Community Outreach
4. Online Business Listings
5. Advertisements
6. Social Media
7. Media Releases
8. Email Signatures
9. Table-Top Displays
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Table-Top Displays
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Ten Basic Marketing Strategies
1. Website
2. Print Material
3. Community Outreach
4. Online Business Listings
5. Advertisements
6. Social Media
7. Media Releases
8. Email Signatures
9. Table-Top Displays
10. Telephone Hold Messages
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Basic Marketing
Strategies Worksheet
In the blue column, place a
next to each strategy
that your organization
currently utilizes.
At your table discuss:
1. What strategies does your
organization not utilize?
2. What makes those
strategies difficult to
accomplish?
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Target Your Audience
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Target Your Audience
• Patients
– Current and potential
• Employees
– Current and potential
• Community
– First responders, school
staff, faith-based
organization leaders,
businesses owners,
elected officials, donors
Patients Employees
Community
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Your Stakeholders
Patients Employees Employees
Community
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Basic Marketing
Strategies Worksheet
In the orange column,
the audiences your
organization targets for
each strategy utilized.
At your table discuss:
• What one creative thing
does your organization do
to market to a specific
target audience?
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Social Media Basics
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Social Media Basics
1. Choose your networks
2. Complete your profiles
3. Find your voice and tone
4. Pick a posting strategy
5. Analyze and test
6. Automate and engage
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Social Media Basics
The more you post—
the more you’ll discover which:
• content
• timing
• and frequency
…is right for you.
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Social Media Basics
• Start with what works
• Experiment
• A photo is worth…
140 characters
• Use #hashtags
• Say Thank You!
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• Facebook Page – Help people find you
– Get the word out
– Build relationships
Social Media Basics Must Have
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• Facebook Page
• Twitter – Listen and learn
– Customer service
– Become a resource
Social Media Basics Must Have
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• Facebook Page
• LinkedIn – Establish a presence
– Connect and recruit
– Engage with professionals
Social Media Basics Must Have
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• Facebook Page
Social Media Basics Must Have Nice to Have
• Facebook Groups – For internal collaboration
– Promote discussion
– Support resources
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• Facebook Page
Social Media Basics Must Have Nice to Have
• Facebook Groups
• Staff on Twitter – Build trust
– Humanize your
organization
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• Facebook Page
Social Media Basics Must Have Nice to Have
• Facebook Groups
• Staff on Twitter
• LinkedIn Company
Updates – Share your expertise
– Promote your success
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• Facebook Page
Social Media Basics Must Have Nice to Have
• Facebook Groups
• Staff on Twitter
• LinkedIn Company
Updates
• Google + – Promote your business
– Circles
– SEO
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• Facebook Page
– The Small Business
Guide To Twitter
Social Media Basics Must Have Nice to Have
• Facebook Groups
• Staff on Twitter
• LinkedIn Company
Updates
– 15 Tips for Compelling
Company Updates
• Google +
Join the conversation!
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Measure,
Track,
Analyze
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Measure, Track, Analyze
• Social Media
– Various Analytics Tools
• Website
– Google Analytics
• Print Material and Ads
– Call to Action: Ask them to do something measureable
– Landing Pages: yourpage.com/event
– Unique URLs: http://bit.ly/rhmkt15
– #hashtags
– Unique Email Address: [email protected]
• Community Outreach
– Marketing Tracking Forms
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Measure, Track, Analyze
Social Media Analytics tell you…
• Who is listening?
• Where are they from?
• When are they online?
• What do they like?
• And more!
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But it all boils down to…
Measure, Track, Analyze
How are we doing?
OR
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Facebook Insights
– Free! (Free is good!)
– Built in! (Built in is good!)
– Demographics from the people who know
Measure, Track, Analyze
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Post Reach Page Likes Engagement
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Who follows us?
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City Country Language
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• Twitter Analytics
– https://analytics.twitter.com
Measure, Track, Analyze
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• LinkedIn Analytics
– Same type of data as Facebook & Twitter
– Followers, Page Views, Likes/Shares/Comments
Measure, Track, Analyze
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• LinkedIn Analytics
– Key difference: These are business users!
Measure, Track, Analyze
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• Social Media Management Tools
– Manage multiple accounts in one place
– Schedule posts across accounts
– Collaborate with a team
– Integrate analytics
– Good features (usually) cost!
Measure, Track, Analyze
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• Social Media Management Tools
– Hootsuite
• 3 Social Profiles for Free / Pay for more
• Basic Analytics for Free / Pay for more
• 3 (Limited) Reports/ Pay for more
• Team use on paid accounts only
– Buffer
• One of each social network for free
• Pay for Analytics
• Business account required for Teams
Measure, Track, Analyze
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• Social Media Management Tools
– TweetDeck
• Free!
• Made by Twitter
• Add unlimited Twitter Accounts
• Allows you to schedule Tweets
• See all of your activity on one screen
• Teams for free
Measure, Track, Analyze
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• Website
– Google Analytics
Measure, Track, Analyze
• How many people come to
our site?
• Are they mobile or desktop?
• How do people find us?
• What are they after?
Setup Checklist
http://www.google.com/analytics/learn/setupchecklist.html
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• Website
– Google Analytics
• Audience Overview
View Sessions by Hour/Day/Week/Month
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• Website
– Google Analytics
• Audience Overview
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• Website
– Google Analytics
• Audience Overview
Are they mobile or desktop?
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• Website
– Google Analytics
• Acquisition
– All Traffic
» Source/Medium
How do people find us?
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• Website
– Google Analytics
• Behavior
– Site Content
» All Pages
What are people after?
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• Website
– Google Analytics
Measure, Track, Analyze
Learn More http://www.google.com/analytics/learn/index.html
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• Marketing Tracking Form
– Events
• Career Fairs/Exhibiting, Presentations, etc.
– General Marketing
• Printed collateral, Ads, Mailings, Giveaways, etc.
Measure, Track, Analyze
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• What? When? Where?
• Target?
• How much?
• What else was needed?
• Attendance?
• Leads?
• Worth it?
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Rural Health Care
Marketing Workshop
Presented by Rural Health Education and Services
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Survey Says …
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Basic Marketing
Strategies Worksheet
In the green column, rate
the effectiveness of
targeting each audience
using this rating scale:
1 = unsatisfactory
2 = satisfactory
3 = we got this
At your table discuss:
• Share one strategy your
organization does well and
how you track the
effectiveness.
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Take Action
• Marketing
Action Plan
sample
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Take Action
• Marketing
Plan sample
Take Action
Plan sample
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Rural Health Education and Services
Recruitment Services │ Temporary Coverage │ Loan Forgiveness
Health Care Career Fair │ Marketing Services
RuralHealthKansas
RuralHealthKS
Wichita
1010 N. Kansas
Wichita, KS 67214
Kansas City
3901 Rainbow Blvd
Kansas City, KS 66160
316.293.2649
ruralhealth.kumc.edu
Find presentation materials online at http://bit.ly/rhmkt15