By now you can see that there are many ways to promote and advertise your business that reach well beyond email marketing. The right combination of advertising tactics can increase your sales and leads more than a single tactic, such as email marketing.
Components of an Integrated Marketing Campaign
An integrated marketing campaign begins with the customers you’re trying to reach and then selects channels and messages that match customer interests. So instead of thinking, “We need to send an email blast out on Mondays,” companies conducting integrated campaigns start by considering, “Who is our customer? Which segment should we connect with this week?” and build from there.
- Who are we targeting? Who are my customers? Identify the demographic profile of your best customers and use that profile to build digital marketing campaigns on social media, retargeting syndicates and more.
- What do they want? Match your customers’ wants, needs and desires with products and services that you are selling. The better the match, the more chances you have to make a sale.
- Where can I find them? Instead of thinking about the tactics or channels you have available to reach these customers, consider where they find their information online. Are they surfing the net, visiting related websites, checking their social media accounts or perhaps all three? A multi-channel approach that encompasses social sponsored posts, retargeting, CRM targeting and more enables you to boost brand awareness, generate site traffic, and transform site visitors into purchases.
Social sponsored posts begin by building brand awareness, engaging with customers while they are visiting their favorite social media platforms, and encouraging likes and clicks on ads. Once they click on the link and visit your site, if they don’t purchase something right away, cookies dropped onto their browser through retargeting enables you to continue building brand awareness and showcasing your ads through advertising syndicates in which you participate. Add CRM targeting onto that, and you can showcase customized ads to people based on their interests and purchasing habits.
Altogether, this combination of demographic targeting, interest targeting and repetition builds a powerful marketing campaign that reaches new audiences to acquire customers. You will convert viewers to leads, gain additional marketing data and insights from lead capture forms, and collect additional information to use for future marketing.
Ready to Start?
It is this combination of scientific, data-driven marketing with exceptional creative design and copywriting that makes ad campaigns work. If you’re stuck in an email rut and only sending email blasts, you’re missing out on many opportunities to take advantage of data, analytics and powerful digital marketing techniques.
Not sure where to get started? We can help you achieve your advertising and marketing goals through powerful social sponsored posts, retargeting and CRM targeting. These digital marketing tactics offer measurable, accountable marketing that generates leads and sales.
Missed last month's article? Click here to read CRM Data Targeting: Increase Conversions and Engagement.
INDUSTRY TRENDS THAT CAN AFFECT YOUR MARKETING
The Building Blocks of Enterprise Imaging
Enterprise imaging has been a hot topic in radiology and healthcare information technology (IT) circles for the last several years as medical image acquisition has moved beyond the exclusive purview of radiology. Healthcare professionals in the emergency department, orthopedics, anesthesiology and other departments are:
- Capturing photos of wounds on mobile devices;
- Performing ultrasound-guided procedures; and
- Accessing images via the electronic medical record (EMR), among countless other daily activities.
To most effectively utilize all of this patient data, it needs to be in one place, according to Louis Lannum, senior strategic solutions consultant for Agfa HealthCare. Formerly the director of enterprise imaging at the Cleveland Clinic, Lannum helped integrate 33 departments across the health system into an enterprise imaging platform.
For healthcare organizations making a serious foray into enterprise imaging, Lannum said there are five foundational principles they must keep in mind:
- Technology infrastructure — hardware and software, including a workflow system and storage container for all imaging data.
- Service line integration — how many departments and how many images have to be brought into the system.
- Visualization — “You’ve got this whole container of images you’ve acquired, you’ve normalized them to the EHR — how do you display those images to the caregiver?” Lannum said. A visualization strategy must encompass diagnostic viewing, enterprise viewing and remote viewing, and must account for image viewing on mobile devices.
- Exchange — After all of the images from across the enterprise are integrated, there needs to be an effective platform for ingesting images from outside the organization.
- Business analytics — This is the step for making all of the accumulated data and metadata actionable to improve clinical and operational outcomes.
How to Market Healthcare Artificial Intelligence Software
As artificial intelligence (AI) products now begin gaining U.S. Food and Drug Administration (FDA) market clearance, the next question with this potential technology revolution is how exactly to integrate the scores of new software applications from a large number of vendors into daily practice. The majority of the new AI software is coming from small startup companies and each piece of software cleared by the FDA covers one very specific medical imaging diagnostic review. Radiology experts have started asking how AI technology will be viable if it requires hundreds of contracts and integration of a large number of disparate software programs into the hospital or enterprise imaging system PACS.
While these technologies may offer improved outcomes by immediately differentiating between a hemorrhagic and ischemic stroke, or identify a pneumothorax during a bedside X-ray, there are reservations in the market as to how this technology from numerous vendors can logically be implemented.
The Creation of AI App Stores
Taking a note from Apple's App Store, larger healthcare IT vendors are starting to partner with smaller companies to provide a combination of home-grown and third-party apps through a web-based AI app store platform. Partnering companies need to meet compatibility and interface requirements that match those of the primary vendor's products to allow plug-and-play use. This model allows hospitals a single location and vendor to purchase AI software that offer a common IT interface.