Organizations and businesses need to be very conscious of the marketing dollars they are spending and that they receive a maximum return on their investments for each marketing campaign they run. With multiple marketing channels to choose from, it is especially important to not waste your marketing on ineffective campaigns. Genesis Medical Management spoke with Steven Everett, CEO of Citryn Marketing to discuss the most effective marketing campaigns for healthcare organizations.
Steven spoke about the trends occurring with Congress trying to implement more laws for the internet, which are affecting how online marketing can occur in the future as compared to the past. There are a lot more restrictions, primarily regarding data protection and discrimination. Some of these laws are impacting the ability to target specific audiences based on demographics, such as age and gender.
Facebook, aka Meta, has made it much more difficult to use Pay-Per-Click employment postings to target specific audiences geographically in their Job Ads area. They are implementing these rules to prevent discrimination, however it makes it harder for employers to target specific audiences they feel may be interested in their open positions. Businesses will need to adapt to these new restrictions and implement broader job postings.
Steven encouraged all businesses and organizations to consider SMS marketing. Email blasts used to be a favored form of marketing to engage many people. However, SMS Marketing engages significantly more people and has an open rate of 98% compared to only 22% for emails. Using email blasts runs the risk of getting lost in all the spam; however, text messages provide a direct, personal way to communicate with current and prospective customers, more than any other marketing channel.
Another area of marketing that Steven says many businesses and healthcare organizations overlook is customer reviews. One of the biggest mistakes a service company can make is to believe that their reviews do not matter. Over 75% of prospective patients use online reviews as their first step in choosing a physician. It is important for businesses to continually gather reviews and respond to those reviews to show that they care about their patients and customers.
Genesis Medical Management appreciates Steven Everett taking the time to share some marketing trends and effective ways for healthcare organizations to get their highest return on investments for their marketing dollars. It is important to continually identify marketing trends on an annual, or even semi-annual basis, as the internet continues to evolve.
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