Flip Your Media Plan: From Old-School Marketing to Digital in Three Steps

I’ll admit it. I work in an industry that’s known for being “old school” in its marketing. Healthcare traditionally loves print pieces. We’ve adored billboards, even for inexplicable marketing strategies. A freeway billboard for neurosurgery? Yup, it’s been done.

But changes are coming, actually more quickly than they have in decades. Healthcare reform, the rise of healthcare consumerism, and just the general agreement among some very talented marketers that it’s time to make important shifts in strategy and resources are all in play.

For healthcare, as well as other changing industries, it’s time to rethink marketing—and that starts with flipping our media plans on their heads.

The Foundation

Until we perfect that mind-meld with all our target audiences, there is no better strategy than investing in digital marketing and making it the foundation of our media plans. That means resources go first to these elements:

  • Paid search: Why would you not invest in a service that requires payment only when an interested party responds to your ad? I’ve never met a print ad salesperson who’d make the same promise. Paid search also helps reach highly targeted audiences, so there’s very little waste.
  • Remarketing: Remarketing is a powerful tool for increasing awareness, ensuring new business, and pulling in customers who may prove greatly loyal over time. Remarketing is also efficient. You’re gently nudging people who are genuinely interested in your product or service. Some people just need that little push before they’re ready to trust… Read more

Source: MarketingProfs