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Healthcare Marketing Today - Making Radio Relevant PowerPoint Presentation

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Description : Healthcare Marketing Today - Making Radio Relevant.

Tags : Healthcare Marketing, medical marketing, radio

Published on : Jul 19, 2020 | Views : 2009 | Downloads : 1

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Slide 1-

Healthcare Marketing Today Making Radio Relevant Presented by: Monica Wurstle, President A full-service healthcare consulting firm MONICAWURSTLE@AOL.COM Naples, Florida 239-537-8377 RADIO ADVERTISING BUREAU
Slide 2-

INDUSTRY FEAR FACTORS – 4 R’S REFORM Medicare, EHR REGULATION Compliance, HIPAA, Accreditation, Licensing REIMBURSEMENT Insurances, Bad Debt RECESSION Encroachment, Under Utilization, Charity Care
Slide 3-

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?
Slide 4-

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 !
Slide 5-

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 !
Slide 6-

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 !
Slide 7-

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 !
Slide 8-

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.
Slide 9-

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
Slide 10-

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
Slide 11-

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
Slide 12-

A Continuum of Care Women’s Health
Slide 13-

Women’s Health Continuum continued
Slide 14-

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 …
Slide 15-

A Continuum Review– by Diagnosis DIABETES
Slide 16-

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
Slide 17-

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
Slide 18-

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
Slide 19-

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
Slide 20-

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
Slide 21-

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
Slide 22-

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 Marketing Research and Tracking Patient Satisfaction Customer Service Training Internet Strategy, Websites, SEO, PPC, Social Media Monica N. Wurstle President, Healthcare Consultant monicawurstle@aol.com 239-537-8377 Naples, Florida

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About : I am a passionate medical marketing professional with hands on experience in healthcare digital marketing.
Occupation : Medical Professional
Specialty : Other Health Professionals
Country : India
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