The most creative healthcare marketing in the world can’t be considered successful if it doesn’t drive healthcare marketing results. By that we mean actual business results.
If you are not building your brand or activating patients and potential patients to take some desired action, then maybe you need to rethink your message or your creative approach.
And when we talk about healthcare business results, the more specific the better. Figure out what specific action you want the target audience to take and aim everything in that direction. Have a measurement mapping plan and a dashboard to measure everything.
When you’re creating new behavior
This is especially true when trying to get patients and prospective patients to access healthcare in a whole new way – appointments through an app or over the phone. And even more so when you are in a competitive healthcare market with aggressive competitors fighting for patients.
When Marshfield Clinic came to LSB to help launch their “Care My Way” virtual and phone visit program they were looking to drive a specific number of visits using the new service. The goal was clear, well defined, measurable and aggressive. The creative had to be captivating, the media plan had to be efficient and effective and the execution flawless.