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Apr 06 2021
I just completed a corporate digital marketing training for a client who manufactures medical devices, and here are the key takeaways from the 2 day marketing workshop for healthcare marketers.
We built a digital and social media marketing foundations training program to support the marketing team in thinking digital-first and understanding the options digital holds. This training empowered the team to strategically and confidently lead digital efforts with the knowledge to get the desired results. As a result, 100% of the attendees said they would recommend this training to a colleague. Here’s what they learned:
Build a clear digital marketing plan by defining your goals – what you are trying to achieve. Only choose tactics that align with your goals. Content will be more focused and better suited to achieve your goals.
For example, if your goal is to foster brand loyalty with great content, you would focus on tactics that are most likely to support the sharing of thought leadership content from your brand.
Focus your message on the audience that your product/service is designed for. Remember that the decision-maker and end-user may be different, have different needs, and therefore require different strategies to achieve your goal.
In healthcare, this is very common to have multiple target audiences who require very different content in order to feel connected to the brand. Typically in healthcare you have the physician, the patient, and sometimes the caregiver of the patient.
To be effective at social media marketing, we recommend the following framework for social media success.
Profile – Create a profile that stands out and represents you in the best light
People – Define who to connect with, and where to connect with them
Posting – Create great content that drives action and engagement and has thumb-stopping power
Participating – Build strong relationships by sharing, commenting and participating in relevant conversations
Promotion – Build a plan to promote content to maximize reach
oPtimization – Use data and insights to improve results
Not only do Healthcare Marketers need the skill sets of social media and digital marketing, but it’s important to understand how it integrates with the rest of your marketing plan. Be sure to stay in close communication with your traditional marketing team so you’re aware of important brand updates, upcoming product launches, etc.
When you are integrating digital into your plan, it’s all about thinking digital first. Don’t just copy and paste a print ad into social media. Your audience is not interested in that. They want valuable information that enhances their experience. Leverage the tools of technology and communication to build a community and relationship with your audience.
Your entire team may not have access to making website edits, nor should they. However, everyone on the team should understand the role and importance of the website, which is a hub of digital activity.
Your team should feel empowered to share feedback with the website team on how the user experience can be improved to drive better results.
Similar to websites, not all on your team will have access to the website. However, anyone creating content should understand the basics of SEO at the very least. People search using keywords – and they search Google, social media, and other websites. Be mindful of the keywords your audience is searching for, and how you include those in all of your content that you create.
Email remains one of the most effective forms of marketing communication. Nowhere else do users say “please send me marketing messages”. So when your audience has signed up to receive your content, you have an opportunity to meet them where they are and provide value.
To be effective, you must know what is working and not working with your digital marketing efforts. Understanding the right metrics to analyze and how to draw insights from data is a skill set that will empower you to make smart marketing decisions.
For healthcare marketers, traditional marketing methods may feel like they just aren’t a good fit. In healthcare, much of the interaction with the brand takes place offline. These skills will support you in connecting with your audience and meeting them where they are, so that you can drive awareness, nurture them with valuable content, and build a relationship and loyalty over time.
To level up your skills, contact us to build a custom training program for your team.
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