January 8th, 2013 | Comment
With the new year upon us and the Fiscal Cliff receding into the distance, it’s a good time to look to what healthcare marketers should consider to make their own goals for 2013 into realities.
Educate, educate, educate. Healthcare providers have by now realized that simply buying EMR and Computerized Physician Order Entry systems won’t make them a success. Marketers that provide an educational lifeline around evolving work processes and getting people to work differently will build long-term loyalty.
A video is worth a thousand white papers. Video is truly coming into its own as a communication tool, so it’s no surprise that it’s also one of the fastest-growing areas within healthcare publishing. With the explosion of tablet use, more healthcare executives will view video, especially in post-work hours and during travel time.
Content is the new brand marketing. Healthcare IT budgets may be trending higher, but marketing budgets remain lean. For healthcare marketers, delivering branded content kills two birds: it keeps your name out there and it fast-forwards leads into the consideration funnel. The good news is that healthcare media partners have become adept at co-developing content that can be used for web sites, lead generation and events.
Get serious about paid search. It’s amazing how much marketers use search but how cavalier they can be about integrating it into their overall marketing programs. Paid search in particular can deliver big benefits in terms of transparency, geo-targeting, and effectiveness – and the more integrated with the overall marketing program, the better.
Purpose and repurpose. Original, owned content marketing will continue to outpace marketing messages, at least in its appeal to decision-makers, so it makes sense to cycle and recycle content, from snackable bites to long formats. Content from a series of interviews with thought leaders, for example, can be repurposed as a virtual roundtable, deployed in social channels, and used as a hook within digital ads.