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Three Steps to Marketing Like a RetailerBecause “Build it and they will come”doesn’t work
May 1, 2015
ACAAccess to information
Ability to shop
Custom products
Financial implications
Buildrelationshipswith consumers,not patients
30,000brandmessages
72%have searched online for health information
65% use WebMD
How do you build relationships?
Define
Engage
Optimize
© 2014 Capstrat LLCAll Rights Reserved
Defining yourtarget audiences
Success requiresspecificity
What do they think?
What do theyneed and want?
How do theybehave?
Tailor a planthat fits yourbudget andinfrastructure
Engage the stakeholderswho shape your brand
© 2014 Capstrat LLCAll Rights Reserved
Large-scaleapproach
Develop an understanding from:
CRM/database audit
Website audit
Competitive audit
Media audit
Measure consumer attitudesthrough opinion pollsand focus groups
© 2014 Capstrat LLCAll Rights Reserved
Small-scaleapproach
Your database isnot just a database
A well-crafted search campaign can alsotarget people searching for your services
Track and segment
Audience personasbecome your foundation
© 2014 Capstrat LLCAll Rights Reserved
Engage youraudiences
For each persona:
Map the journey
Plan the tactics
Share the right content
© 2014 Capstrat LLCAll Rights Reserved
Map the journey
Connecting with consumers is a journey, not a destination
© 2014 Capstrat LLCAll Rights Reserved
Plan the tactics
Integrate communications tactics for maximum impact
PAID OWNED EARNED
Owned
Owned
Paid
Earned
© 2014 Capstrat LLCAll Rights Reserved
Share theright content
…to the right people, at the right moment and in the right way
© 2014 Capstrat LLCAll Rights Reserved
Always beoptimizing
Scale Measurement
Google Analytics+
Facebook Insights +
Email platform analytics
or
CRM
Measurement Framework
New Visitors % Returning Visitors %May 1481 89.22% May 179 10.78%June 1330 87.90% June 183 12.10%July 1127 88.74% July 143 11.26%August 1421 72.32% August 544 27.68%September 1772 77.18% September 524 22.82%October 1843 79.30% October 481 20.70%November 1877 80.52% November 454 19.48%
Site Statistics
Comparison of Campaign Performance
New -vs- Returning Visitors
1,6581,513
1,270
1,9652,296 2,324 2,331
0
500
1000
1500
2000
2500
3000
May Jun Jul Aug Sep Oct Nov
Visits
4268
3903
3140 44
87 5157
4920
5225
0
1000
2000
3000
4000
5000
6000
May Jun Jul Aug Sep Oct Nov
Pageviews
2.57 2.58 2.472.28 2.25 2.12 2.24
0.00
0.50
1.00
1.50
2.00
2.50
3.00
May Jun Jul Aug Sep Oct Nov
Pages/Visit
66.9 68
.5
68.3 70
.5
70.9 72.4
72.1
64.065.066.067.068.069.070.071.072.073.074.0
May Jun Jul Aug Sep Oct Nov
Bounce Rate
2.081.85
1.51
1.952.21
2.00
1.16
0.00
0.50
1.00
1.50
2.00
2.50
May Jun Jul Aug Sep Oct Nov
Time on Site
89.2
87.9
88.7
72.3
77.2
79.3
80.5
0.010.020.030.040.050.060.070.080.090.0100.0
May Jun Jul Aug Sep Oct Nov
Percent New Visitors
Questions?
“Start fromwhere you are.”
Pema Chodron
