Implementing a Multi-Generational Digital Marketing Plan
Now that you have specific information about each generation at your fingertips, it’s time to create and implement an effective multi-generational digital marketing plan. Doing so involves building a strong foundation that integrates four pillars of healthcare marketing.
PILLAR 1: BUILDING A FOUNDATION
At the core of healthcare marketing lies a framework that encapsulates the essential elements that will guide your marketing efforts and provide a solid base for decision-making and campaign planning. Defining your company mission, building your brand identity, and developing your online presence are essential elements in your marketing blueprint. The foundation of your marketing strategy must be strong before tactical marketing can be maximized.
PILLAR 2: REINFORCING YOUR BRAND
After establishing the foundation for your marketing strategy (mission, brand, HIPAAcompliant website), strengthen what you’ve set in motion. This involves executing on your brand promise, elevating your online presence through organic and paid search, and deploying targeted display and social campaigns.
PILLAR 3: ENGAGING YOUR AUDIENCE
Engagement is the heart of any successful marketing campaign or strategy as it is vital for building meaningful connections with your target audience. Yet, engagement goes deeper than a click on an ad. Actively engaging with your audience through various modes and channels such as targeted display ads, organic and paid social media, video, email, or your website, means creating opportunities to educate, listen, and respond. By connecting with your optimal audiences — those most likely to resonate with your brand values and services — you can foster deeper relationships, driving higher conversion rates and long-term patient satisfaction. Focusing on engagement is key to building a thriving brand presence and driving sustainable growth in today’s dynamic healthcare marketplace.
PILLAR 4: MEASURING RESULTS
Once a strategically planned marketing program has been launched, it’s important to have KPIs and conversion tracking in place to ensure it’s working. Implement tools such as Google Analytics or CRM systems to monitor website traffic, lead generation, and patient acquisition metrics. This data allows you to make informed decisions, identify areas for improvement, and optimize your marketing campaigns. Accurate conversion tracking provides insights into which strategies are most effective and helps you allocate resources accordingly. For more on the core healthcare pillars, refer to our Pillars of Healthcare Marketing whitepaper.
