Given the dramatic shifts in care delivery this year, your marketing plans for 2021 will likely look very different from previous years. Here's how to make sure you're focusing your efforts in the right direction.
1. Define Your Destination
It’s easy to want to jump straight into tactics and launches, but it’s always important to take a step back and consider what big-picture goals you want to accomplish by the end of the year. Are you looking to steal share from competition? Do you want to increase your sales within a certain audience segment? Think specifically about what you want to accomplish and make sure that your goals are measurable.
2. Fuel Strategy With Insights
It’s easy to assume we know our audience, but the healthcare landscape is experiencing a major paradigm shift. This is the perfect time to check back in with your customer base and their stakeholders. Market research provides valuable insights that will inform your plan and ensure your marketing resonates with your audience’s needs.
3. Lead With Value
With the drop in elective procedures and patient visits, hospitals, health systems and care providers are under more financial pressure than ever before. Your value proposition must be strong and relevant to the current dynamic in order to break through the clutter. Value can be found in many areas- clinical value, economic value, as well as operational value. Consider how you plan to communicate to each of those aspects and what proof you have to back it up.
4. Embrace Digital
Infection prevention policies across health care facilities are limiting opportunities for in-person engagement. Your sales team needs digital enablement tools and/or multi-channel air coverage to reach healthcare providers and administrators. Marketing automation, sales enablement tools, and other methods of digital communication will become more important than ever in 2021.
Regardless of where you are in the planning process, SPUR Marketing can help. From leading planning sessions to vetting existing marketing plans, we can dive in at any stage and help make sure you are on the right path to success. Contact us to learn more. Spur On!