Healthcare Marketing Today
Making Radio Relevant
RADIO ADVERTISING
BUREAU
Presented by:
Monica Wurstle, President
A full-service healthcare consulting firm
[email protected] Naples, Florida
239-537-8377
INDUSTRY FEAR FACTORS – 4 R’S
REFORM
Medicare, EHR
REGULATION
Compliance, HIPAA, Accreditation, Licensing
REIMBURSEMENT
Insurances, Bad Debt
RECESSION
Encroachment, Under Utilization, Charity Care
Fear of Advertising – Why Radio ?
Dailies? Weeklies?
Television? Radio?
Website? Direct Mail?
Pay Per Click?
E-Newsletter? Yellow Pages?
Community Events?
Sponsorships? Hospital Events?
Physician Marketing ?
Lifestyle Magazines?
Medical Society Initiatives?
Overcoming Perceptions about Radio
Fear of Peer Perceptions
Good Doctors don’t need to advertise.
Advertising makes me seem desperate.
I need to build referrals not advertise.
ANSWER
Doctors are Consumers Too !
Overcoming Perceptions about Radio
Fear of Radio
Radio is hard to do, time consuming and expensive.
“I’ve spent money on ads and got no results.”
Newspaper, Magazine is easier.
ANSWER
Show, Don’t Tell !
Overcoming Perceptions about Radio
Fear of Cost versus Return on Investment
Yellow Pages cost a lot but all my patients use the phonebook.
I spent money on internet and am not getting a thing from it.
We don’t track where new patients are coming from.
ANSWER
Reach, Frequency, Traffic,
Call to Action !
NEVER GIVE UP
48% Never Follow up with a Prospect
25% Make a 2nd Call then Stop
12% Make a 3rd Call then Stop
Only 10% of Sales Pros Go Beyond 3 Contacts
80% of Sales Made on 5th to 12th Call !
You’re in the Door – Now What?
Ask the Right Questions –
What do they want… not
What do you need to sell
Know Their Business, challenges and opportunities
Research the providers competition
Review your resources - add value
BE THE MARKETING PARTNER THEY TRUST AND TURN TO.
What They Want – Ask Yourself?
HOW WILL MY STATION HELP YOU …
Increase Volume of Preferred / Insured Patient
Increase Physician Referrals / Utilization
Increase Revenue, Control Expenses - ROI
Gain Respect / Awareness by Patients and Colleagues
BE KNOWN AS THE EXPERT IN YOUR FIELD
Research - What to Ask & Why
Define what the provider wants to achieve.
Revenue
Patients
Recognition as brand leader / expert
Market Share
Expand practice – new physician, office, service
What are the top 5 services you provide?
What part of business would you like to grow?
How will you measure or track the success of your advertising?
What is your Call to Action
The Ultimate Insiders Tip
The Continuum of Care
Generate New Sales, Bigger Deals,
Long Term Relationships
- Think, Work and Create like the Providers Do
- Build prestige, strength and referrals among participating providers
- Provide affordable introduction into broadcast
- Position station as The Community Health Partner
- Capitalize on National Health Observances
A Continuum of Care
Women’s Health
WOMEN
Obstetrics Gynecology
Low Risk - Reproductive
High Risk IVF - Genetics
Perinatology
Family Planning
Neonatology
Childbirth,
Male Urology
Midwifes
DME - Safety
Pediatrics
Pediatricians
Sub -Specialists
Women’s Health Continuum continued
WOMEN
Gynecology Uro-gynecology
Adolescent Aging Bladder
Annual Exams
Teen Health Menopause Incontinence
Mammography Mammography Surgery, Meds
Laboratory Bone Density Rehab, Nutrition
Counseling
Pelvic Disorders Cancer,
Fitness, Support
Organ prolapse Orthopedics
Cancer, Surgery Diagnostic
Medication Surgery, Meds
Counseling,
Counseling, DME
Diagnostics,
Plastic Surgery
Rehab,
Women’s Health Campaign
Package Options
10 – 15 spots
Medical Minute – on air/online rotate experts
Web Banner w/link & SEO
10 fixed sponsor billboards
Tell A Friend on air/online, social networking
Wellness Event - at Mall, at hospital, multi-sites
Women’s Nite Out – at Conference Center, Hotel, Restaurant,
Hospital …
A Continuum Review– by Diagnosis
DIABETES
Adult &
Pediatric
Internal Med Vascular
Cardiology
Family Practice
OB/Gyn Subspecialty Vein Centers
Neurology
Opthalmologu ENTs Podiatry Kidney
Neuropathy
Optometry Hearing Centers Foot & Ankle Nephrology
Headache
Vision Centers Hearing Aids Specialty Shoes Urology
Sleep
Endocrinology Hospital,ADA Pharmacy
Weight Loss Wellness,
Orthopedics Diabetes DME
Fitness Centers Support Groups
Rheumatology Education Grocery Stores
Diabetes Health Campaign Observances
March, April, May – 13 weeks
Diabetes Day
Kidney Month
Vision Month
Foot Health Month
Women’s Eye Health Month
Hearing Month – Lifestyle radio
Stroke Month
Physical Fitness Month
Irritable Bowel Month
Provider Campaign Observances
March, April May – 13 weeks
Doctor’s Day, March 30
Health care Volunteer Week
Lab Professionals Week
Nurses Week
Hospital Week
Nursing Home Week
Emergency Services Week
Medical Transcriptionist Week
Seasonal Health Campaign
June, July, August – 13 weeks –
Family Fitness
Summer is A Great Time to Get Fit
Schedule elective procedures, annual check-ups, screenings
Provider Volumes Down
Men’s Health Month, June
Women’s, Children Health – July, August
Back-to-School, Immunization Month
Using the Continuum to
Plan, Propose and Sell
Station Support is CRITICAL to Success
Define Group of “like” services, package and sell.
Add value of station resources – Website, print, promos
Proven Campaigns :
Fixed billboards, sponsorships – Your Health by …
Medical Minute – health news breaks
Your Diabetes Health Station
Talk Stations - Forum on (Disease, Lifestyle, Topical issues)
Tell-A-Friend – 6 to 13 weeks (facebook, twitter, myspace)
Women’s Nite Out – 2 or 3 times a year
Health Fairs, sponsorships, events – annual
Medical Societies, Medical Affairs, Medical Ed sponsorships
Don’t Forget Your Website !
RADIO AND THE WEB –
THE NEW POWER COUPLE
Use your Traffic, SEO, Metrics to Entice Providers
Use Your Newsletter Subscribers for Extended Promotions
Use Podcasting to Create Win-Win Internet Marketing
Create New Value for Your Advertisers
WHEW ! It’s Over !
Healthcare is complex – World of Opportunity
Understand Fears to Gain Respect and Overcome Objections
Use the Continuum and Observances to Create
multi-faceted campaigns to MANY not just a few
Promote, package and sell ALL your station’s
strengths and resources
Position your station as the HEALTH EDUCATION STATION
Thank You for This Opportunity!
National lecturer on Healthcare Topics
providing on site training, workshops and
seminars to improve sales and understanding.
Strategic & Tactical Marketing Plans
Branding & Identity
Logo development and collateral materials
Campaign Development & Implementation
Print, Broadcast and Online Advertising
Patient, Consumer, Physician Relations
Community Outreach & Special Events
Monica N. Wurstle
Marketing Research and Tracking
President,
Patient Satisfaction Healthcare Consultant
Customer Service Training
[email protected] Internet Strategy, Websites, SEO, PPC, Social Media 239-537-8377
Naples, Florida
