TOP 5 MARKETING TRENDS

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1 TOP 5 MARKETING TRENDS WITH MARKETING TRENDS CHANGING RAPIDLY, it s imperative that today s healthcare marketers remain ready to adapt. Recently, Healthcare Data Solutions surveyed over 1 million Physicians from our PhysicianPRO database to understand four key areas of marketing: messaging effectiveness, effectiveness of different marketing techniques, what gets a message through and how to capture a Physician s digital attention. Nearly 600 Physicians responded, across all healthcare specialties, including cardiologists, pediatricians and oncologists. While the survey focused on Physicians, further research revealed that our survey results align with general marketing trends that are applicable across all types of healthcare providers. Generally, the lines between social media, content and marketing continue to cross and blur, making it absolutely critical for marketers to hone their multi-channel marketing skills. In this whitepaper, we ll outline the 5 hottest trending marketing techniques that will enable marketers to execute their strategies with more precision than ever.

2 FACEBOOK MARKETING IS A MUST. IN THE WORLD OF SOCIAL MEDIA, there is no doubt that Facebook is where the most exciting To make Facebook marketing work, there are four things every healthcare marketer must do now: opportunities exist for B2B healthcare marketers. Facebook has the largest user base of any social network, with nearly 1 billion users worldwide, and the highest activity, with half of users logging into their profiles every day. Unlike Twitter, whose largest demographic is between the ages of 18-27, Facebook appeals to a decidedly mature crowd between the ages of HDS Marketing that Makes Physicians Respond survey reflected similar Facebook habits among Physicians: Nearly half (47.5%) of survey respondents reported that they use Facebook every day. When it comes to Facebook advertising, here s where it gets interesting. While 37.1% of survey respondents reported that they never notice Facebook ads, 29.7% also reported that they never saw medical-specific ads. This indicates that there is a huge opportunity for B2B healthcare marketers to fine tune their Facebook marketing efforts in order to generate qualified leads and convert those leads SEGMENT ADS TO BOOST RESPONSE. Use Power Editor to target custom audiences, based on age, race, gender, occupation and location. Segmentation in Facebook marketing helps you pair the right ad with the right audience, ensuring higher response rates. Try sponsored stories to improve click-through rates, and be sure to refresh your ads on a regular basis to avoid ad fatigue. Lastly, Power Editor also includes tracking tools to monitor how your ads are performing use them! THINK LEADS, NOT JUST LIKES. Likes are not enough to achieve your business goals. To convert Facebook likes into actual leads, your ads should send clickers to landing pages that appeal to their interests. Landing pages, like ads, must be developed according to each target audience. GET CREATIVE WITH CONTENT. Creating innovative and relevant content that reflects your audience s interests will help your brand stand out from the crowd. Our survey revealed that 55.9% of respondents are most interested in educational materials and case studies, so make this your starting point. Be sure to take advantage of Facebook s visual nature by incorporating infographics, video and memes to get attention. Try incorporating questions with visuals in order to boost interaction. PROMOTE ACROSS MULTIPLE PLATFORMS. While Facebook is the premiere social channel, every business needs a presence on Twitter, LinkedIn, YouTube and Google+. Promoting content across all platforms will help boost your SEO rankings and enhance brand recognition, both of which can improve the quality of your leads. into clients. For more information,

3 MARKETING IS ON THE RISE. SEND S IN THE MORNING. Over 40 percent of survey respondents check their constantly, but 34% of them prefer to receive a marketing in the early morning. As with everything, however, you need to test to do what s most likely to get your audience to respond, but early morning will most likely win out. REMAINS THE PREFERRED MARKETING CHANNEL for potential leads. As more devices make it easier to check anywhere at any time, marketing will continue to be one of the most important tools for healthcare marketers. Cutting through the mass amount of s that Physicians receive still presents unique challenges, however. Based on our survey and experience sending millions of marketing s, we suggest incorporating the following tactics: GET PERSONAL. More than 40% of our survey respondents ranked personalization as an important factor in a marketing offer. This means so much more than using names in s. It means creating personas and client profiles that reflect the goals, beliefs, values and pain points of different target groups and developing campaigns around these key characteristics. A solution like HDS PRO service makes it easy to create highly personalized s that appeal to specific target audiences. HAVE A VARIETY OF OFFERS. Remember, decision makers have a variety of interests and will appreciate offers reflecting that. Our survey showed that Physicians are highly receptive to events, webinars, case studies and other educational materials. Polls and feedback surveys are also proven ways to trigger response. MAKE S MOBILE. Healthcare professionals are tech-savvy. Our survey showed that 25% of Physicians use a computer/laptop just as much as a tablet or smartphone to check their s. With user habits trending towards smartphones and tablets, developing mobile friendly s is no longer a maybe it s a must. TEST, TEST, TEST. Developing at least two sets of creative for every segment of your target audience is vital to understanding what works and what doesn t. With HDS PRO solution, you can perform split A/B tests to uncover information that is invaluable to future campaigns. DON T GIVE UP TOO SOON. Remember, marketing isn t just about direct response; it s also about branding. Even if your click-through rates are less than optimal at first, your brand is still making an impression. 48% of survey respondents reported that it takes 3-5 views before they respond to a marketing good news for healthcare marketers, considering that most marketing s require 5-7 views before a potential lead takes action. For more information,

4 THE ONLINE PRESENCE IS HYPER-OPTIMIZED. HAVING A ROBUST ONLINE PRESENCE means so much more than having a website. The most successful marketers today are increasing leads and driving conversions not because they are using social media, blogs, YouTube and other channels, but because they are using them right. BECOME A PRO AT SEO. Using targeted keywords in your content is the key to getting found. But don t just focus on the highest searched or most generic keyword phrases; long-tail keywords are more targeted and less competitive. Mixing up your keyword strategy, multiple variants of the same phrase can help you achieve maximum search results on topics that others have ignored. BE MOBILE-MINDED. Being mobile-minded in your marketing isn t a nice to have it s a must-have. A marketing strategy that focuses solely on smartphones isn t going to cut it, however. Nearly 90% of Physicians and Nurse Practitioners either use a tablet or smartphone at work, and the ipad is one of the highest selling devices ever. Your online presence must be adapted to size constraints, user habits, operating system and browser capabilities of all mobile devices. RETARGET. Potential leads who don t convert on an ad or landing page are not completely lost. Retargeting is a way of getting in front of your audience after they have left. This year, implementing a retargeting plan into your online and marketing strategy will be key it has proven to be one of the most effective online marketing techniques across all industries. GIVE DESIGN ITS DUE. Visually appealing design elevates your content, whether it s your blog, your website, an ad, a landing page, an article, a video or a case study. Design that mimics where users look is also key to optimizing your online presence. For more information,

5 CONTENT IS STILL KING. CONTENT AND SOCIAL MEDIA have been trading places as the most important focus of digital marketing strategies. We say both are important. To succeed in today s multi-channel environment, marketers must be part psychologist, part professor, part artist and part analyst in order to create highquality content that is both compelling and modular. Here s what s trending in content in 2014: QUALITY INFORMATION. Healthcare marketers have the dual challenge of being innovative while trying to appeal to a highly educated and technologically sophisticated crowd. Fortunately, our survey revealed what healthcare professionals are interested in most: case studies and other educational materials. CONTENT STRATEGIES. With so many channels to utilize and different audiences to target, marketers can no longer expect to be successful without developing a clear content strategy first. MULTI-SENSORY CONTENT. As a B2B marketer, don t dismiss the power of videos, infographics, memes, slideshares and other visual content. These types of content are highly memorable and create deeper connections to your brand. THE COPE APPROACH. Content can be high quality without being original. By using the COPE create once publish everywhere approach, you can repurpose the same content for multiple formats without expending a lot of time. HIGH PERFORMING INTEREST FORMS. Recent studies show that reducing form fields to five increases conversion rates by 34%, and reducing to three fields can improve conversion by as much as 300%. Testing different forms will be critical to your marketing efforts in And don t forget to optimize your Thank You pages. Instead of a simple Thank You, use this real estate to make an additional offer. For more information,

6 DIRECT MAIL IS NOT DEAD. With social marketing and online marketing, potential clients have become conditioned to receive offers that are clear and concise. Keep your messages short and your design clean. Traditionally, direct mail has been one of the most personalized marketing methods around. That trend continues in 2014, with segmentation and personas taking center stage. AS TECH-SAVVY AS PHYSICIANS ARE, they still respond to direct mail. After , direct mail was the most preferred channel for marketing offers in our survey. This corresponds with general trends, which show that direct mail has a 39.8% rate of effectiveness in generating new clients and a 53.1% in retaining existing ones. Direct mail will not stand on its own, however. For maximum ROI, marketers will need to integrate direct mail efforts with their online strategies. Campaigns need not only direct potential clients to landing pages; marketers can make offers right on a direct mail piece. Businesses should also avoid the tendency to overload a direct mail piece with too many words. Of course, your direct mail efforts will be all for naught if your contact databases aren t up to snuff. HDS services can help you ensure that you have the most up-to-date, accurate data on Physicians, Prescribers, Hospitals, Nurse Practitioners, Physicians Assistants, Dentists and much more. ABOUT HEALTHCARE DATA SOLUTIONS Healthcare Data Solutions is a leading healthcare information services company focused on building and maintaining the most accurate, compliance-grade data on Physicians, Dentists, Nurse Practitioners and other Healthcare Providers, as well as Pharmacies and Hospitals. HDS provides healthcare data, Physician validation programs, data processing, Web services, compliance solutions and new customer acquisition programs for leading healthcare firms. HDS is the fastest-growing healthcare data services company in the United States on both the Inc 5000 and Deloitte Fast 500 Lists in 2012 and For more information, visit HealthcareDataSolutions.com or call For more information,

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