Medical Practitioners - Best Practices for 2014 & Beyond

Transcription

1 SECRETS for Medical Practitioners

2 Secrets for Medical Practitioners Considerations for Care Givers Challenges Best Practices Solutions Permission Based Marketing

3 Reasons to use Increasingly mobile patient population Everyone is busy Easy access to computer devices Changing expectations

4 Legal Issues Was the received? Was it read? Was it sent to the right person? Did anyone else have access to the ? Was there a response? Have you placed a copy in the patient s file? Remember, you are leaving a time stamp!

5 Imagine if You send a confidential to the wrong patient Patient receives from you which you did not send you sent is intercepted and distributed

6 Consent Agreement from patient that it can be used Must be included in patient record

7 Guidelines for Use Develop an policy Get the patient s consent

8 What is appropriate Booking of non-urgent appointments Send s with good health tips Quality / awareness information Offer for free check-ups

9 Professional communications between colleagues referral letters, consultation requests, digital images? The use of Text messages (Short Messaging Service) Receiving updates, alerts and news bulletins on your phone

10 can be very useful in a medical practice, however: Requires thoughtful planning Solid office practices Secure for communication of sensitive patient information

11 Today s marketing challenges

12 Challenge #1: New Communication Channels YouTube LinkedIn Facebook / Facebook messaging Twitter Texting

13

14 Challenge #2: Portable Inboxes

15 Challenge #3: Inbox Overload

16 Challenge #4: Overcoming Spam Approximately 5 million spam-sending botnets worldwide. On average, a single botnet sends 77 s per minute. 88% of all spam is sent from botnets. 70 spam s received by the average web user each day (McAfee)

17 Challenge #5: Spam filters One-third of permission s that consumers want to receive from trusted sources are being blocked by filters and corporate firewalls

18 Challenge #6: Image blocking

19 Challenge #7: HTML s HTML doesn t render consistently

20 Challenge #8: Declining Click-thru Rates

21 Does that mean is dead?

22 Does that mean is dead?

23 Does that mean is dead?

24 Does that mean is dead? 58% of people start their online day by reading s - ExactTarget s X-Factor Study, 2010 the dominance of activity on mobile devices increased from 37.4% to 41.6% of US mobile Internet time - the Nielsen company 1 in 4 shoppers visit sites because of promotional s.

25 will evolve continues to be a very strong commercial channel Marketers are still not very good at marketing

26 Best Practices for 2014 & beyond Target your subscribers Automate Integrate with social TEST Encourage click-throughs Keep list current Optimize for mobile Personalize your s Consider how often and when to send

27 Best Practices for 2014 & beyond Spray & Pray is dead Get to know your subscribers Build subscriber personas Targeting customers based on their past purchases is one of the simplest and most effective ways to increase your sales.

28 Best Practices for 2014 & beyond

29 Best Practices for 2012 & beyond Automate as much as you can Send out a thank you after they subscribe Weekly tips Multi-part newsletter series Birthday messages Event management

30 Best Practices for 2014 & beyond Integrate with social Target social media users with exclusive content and ask them to share it. Office Max Elf Yourself

31 Best Practices for 2014 & beyond TEST, TEST, TEST! Subject Lines Layouts Calls-to-Action Landing Pages Rendering

32 Subject Lines The BEST Subject Lines contain one or more of these elements: Short Subject Lines Controversial Headlines A Keyword Phrase Numbers and Counts Actionable Subject Lines Timely or Urgent The Classics

33 Best Practices for 2014 & beyond Encourage click-throughs (Would you like to sample one of our products?) Include a P.S. Create a sense of urgency.

34 Best Practices for 2012 & beyond Examples of great s

35 Best Practices for 2012 & beyond Examples of great s

36 Best Practices for 2012 & beyond

37 Examples of great s

38 Best Practices for 2012 & beyond

39 Best Practices for 2012 & beyond Examples of great s

40 Best Practices for 2014 & beyond Keep your list current 25% of your house list will expire every year as readers switch jobs, providers, or unsubscribe from

41 Best Practices for 2014 & beyond Simple text versus HTML s (mobile / preview panel) 70 million US consumers access through their mobile device and check it an average of 4x/day.

42 HTML s A recent report from eroi, revealed that more than 1/3 or about 38% of marketers don t test their how their campaigns appear across different clients and browsers. There is nothing worse than creating a well constructed HTML message that rendered perfectly in your web browser only to find it mangled when viewed by customers with a Gmail, AOL or Hotmail account.

43 Design Tips for HTML 1. Use tables for layout. Tables are more consistently supported than div tags. Use simple layouts not nested tables. Set tables to a maximum width of 600px. 2. Don t use images for important content like calls to action, headlines and links to your web site. Outlook, Gmail and others turn images off until allowed by the user. If your entire is graphical, all your recipients are going to see is a lot of broken images. 3. Do not use external or embedded style sheets. You can use in-line style tags. 4. Do not use javascript. 5. Do not use embedded video. Most popular web-based clients Yahoo!, Gmail and Hotmail are choosing to disable HTML video from playing. So play it safe and link to a web based player.

44 Best Practices for 2014 & beyond Personalize the subject Sign your s s should come from a real person (NOT info@) Dear Dianne, Paradiso and Rasamayi s collaborative debut 3rd Eye Rising, was voted in the top 5 of 2011 s meditation and relaxation CDs by industry professionals. Paradiso is a master didjeridoo artist who has been billed along side metaphysical and musical luminaries including (click to read rest of article) Regards, Greg Jameson

45 Best Practices for 2014 & beyond Dear Dianne, Paradiso and Rasamayi s collaborative debut 3rd Eye Rising, was voted in the top 5 of 2011 s meditation and relaxation CDs by industry professionals. Paradiso is a master didjeridoo artist who has been billed along side metaphysical and musical luminaries including (click to read rest of article) Regards, Greg Jameson

46 Send text messages to cell phones via AT&T Verizon T-Mobile Sprint PCS - cellnumber@messaging.sprintpcs.com Virgin Mobile cellnumber@vmobl.com US Cellular cellnumber@ .uscc.net Nextel - cellnumber@messaging.nextel.com Boost - cellnumber@myboostmobile.com Alltel cellnumber@message.alltel.com Alternatively, use a mass texting platform like

47 Frequency of s The more s you send, the lower your CTR gets. But the difference percentage is relatively low.

48 Click Through Rates

49 Best Day to Send

50 Best Day to Send

51 Best Day to Send

52 Types of solutions Built in / Plug-ins Usually limited functionality, ISP restrictions, free 3 rd party ESP s (Constant Contact, Mail Chimp, Top Right) Monthly charge, restrictive Stand-alone software (Atomic Mail Sender, SendBlaster) One time charge, unlimited s, hands-on control

53 3 rd Party Service Providers Constant Contact icontact Mail Chimp aweber Vertical Response Campaigner Stream Send Top Right (Yahoo Stores / integrates with sales and customer data)

54 Marketing Software Atomic Mail Sender (79.95) SendBlaster (129.95) Marketing Director GroupMail Handymailer e-campaign WorldCast Multi

55 Contact Management Features Import Mailing List Remove Unsubscribed Contacts Group Contacts Custom Demographic Fields Automatically Detect Duplicate s Require Opt-in

56 Contact Management Features

57 Creation Features Add Images Add Hyperlinks Basic Formatting Create Plain-Text Messages Create HTML Messages Create Messages from Template View HTML Source Code Add Footer Create Web Forms Create Auto Response Setup Wizard Image Hosting

58 Stand-alone Marketing Software Additional Creation Features: Attachments Embedded images Direct Send mode

59 Sending Features Job Scheduling SPAM Test Test Aliases Creation

60 Reporting Features Opened s Forwarded s Bounced s View Unsubscribed Contacts Export/Download Reports Click-Through Tracking Delivered/Undeliverable Compare Message Reports

61 Reporting Features

62 Autoresponder An autoresponder fires off an to a subscriber automatically. A single autoresponder is most common - this typically just replies to a subscriber when they sign up. A sequential autoresponder is a little more advanced and allows you to schedule a series of predefined s to be sent out on a specified schedule.

63 A/B Testing (Split Testing) An Internet marketing technique that lets you test and see which elements of your newsletter: text, graphics, design or layout, can be improved to increase your newsletter's success rate.

64 Trigger-based messaging Lets you send messages based on your subscriber's actions. They offer a more personalized interaction with your subscribers. Examples of trigger-based messages include a welcome , a "happy birthday" message, a reminder to renew a subscription, a note that a new version of a product is available, a "we miss you " note to a subscriber that hasn't opened a newsletter in a while, etc.

65 Trigger-based messaging

66 List Segmentation Send messages to subsets of your subscriber base to help establish a stronger connection via more relevant newsletters. You have the option of resending messages to subscribers who didn't open or respond the first time. Finally, you can target subsets of your subscriber base and mail out promotions and offers based on demographics, purchasing history, geographic location, and more.

67 Attachments Most ESP's do not allow attachments for a simple reason - they increase the probability of a given message being viewed as spam (as a result, the ESP (and your) delivery rates may be affected. You're better of using inline links in your newsletter , which you can then link to a hosted file. When the user clicks the link, they are given the option to download the file. Not as streamlined as an attachment, but close.

68 Spam Score/Checking Finding out whether your subscribers actually got your is important. If they didn't, why not? Some ESP's offer spam score utilities that help you determine the likelihood of your newsletter ending up in a spam box before you hit send.

69 Newsletter Archiving The ability to save, or archive, your old newsletters. ESP's differ in the way they handle this feature. Some offer you to back up a certain quantity or volume of newsletters on their servers. Others offer export options that convert your newsletters into PDF or HTML files so you can download them and/or store them on your website. There is an SEO advantage to archiving your own newsletters (DIY).

70 Permission-based marketing Where do you get s? Site registration (opt-in/double opt-in) In-store acquisition Online purchases Joint Ventures ( on your behalf) List purchase / rental Webinars Thirty two percent of marketers never track the performance of their names by source.

71 CANSPAM Act Controlling the Assault of Non-Solicited Pornography and Marketing Passed in 2003

72 What you can t do! Deceptive headers Deceptive subject lines Not give opt-out Not provide your physical mailing address Make multiple accounts to send Send fraudulent, obscene, or child porn

73 What you can do! people without permission (as long as not dictionary style list) Send multiple s until someone opts out Send commercial However, some service providers may still blacklist you for sending unsolicited s.

74 Recap Use simple text only s If using images, make sure they are not critical to the message Encourage click-throughs Personalize your s Test multiple versions of the such as subject line and length Send s mid-day on Wednesdays Segment your subscribers Use auto-responders Keep list current, regardless of how you capture s

75 Conclusion TollFree