For healthcare systems looking to boost the bottom line, service lines present an attractive, customizable growth sector. But promoting service lines requires a focused approach that differs from general brand awareness.
To help your organization make the leap from service line provider to service line slam-dunk, True North Custom assembled a guide—”Content Marketing Strategies for Service Line Growth.” Here are some of the top takeaways.
Things Have Changed.
Marketing for service line growth has changed tremendously. With advances in medicine and surgical technology, payer methods, and the channels healthcare consumers turn to for information, you almost can’t recognize where you were and where you have arrived.
Digital Is Key.
According to Pew Research Center, 72 percent of internet users looked online for healthcare information in the last year. Because consumers are armed with the power to find information at their fingertips through smartphones and other devices, best practices have shifted from outbound to inbound marketing efforts.
When it comes to the type of content that moves the revenue needle, most marketers are surprised to find that a soft sell approach works best. Generating demand starts with engaging your audience with interesting, entertaining content.
Honor the Buyer's Journey.
Your service line campaign needs to address all stages of this journey with different tactics and types of content. It typically includes:
Consumers experience symptoms of a problem, but they aren’t quite sure how to name it.
Consumers have clearly defined their problem, and they conduct research and gather possible solutions.
Consumers decided on a solution strategy and are ready to choose a service provider.
Diversify the Message.
A multi-channel approach helps ensure target audiences can find your content. Consider using:
- Paid search
- Paid social media
- Direct mail
The metrics used to evaluate service line campaign performance are another reflection of the maturation of the healthcare market. Such measurements allow marketers to tie results to downstream revenue and clearly illustrate proof of performance.