Preventive Medicine
It's not only the best policy, but it also saves large amounts of money. Medical costs due to serious illness is the leading
reason for bankruptcy. Economically challenged patient populations may respond well to reminder programs or educational resource
systems or materials. Research shows that reminder programs work best when they are customized for the physician's practice
(e.g., offer space for the practice name and address). But the most successful programs are unbranded, simple, and uncluttered.
Diversify
Financial analysts say diversifying mitigates the impact of a tough economy. The same holds true with a brand plan. If the
launch strategy is to maximize brand impact with limited dollars, a tactical plan can include an array of alternative media
vehicles. Eighty percent of consumers are connected to the Internet. It's where they access medical information. Effective
electronic channels (beyond branded Web sites) are available to marketers. Consider online banner ads, social media communities,
microsites, and blogs that are fresh, economical, and diverse in their reach. Be sure to maintain consistency in brand identity
and messaging with each tactic.
Alternative Vechicles
Every visit and click-through by target audiences can be tracked by back-end databases. Use this feedback to know if key messages
are getting through or if they need adjustment. Leverage this information to get a bigger and better return on every media
dollar spent.
Minimize
In today's cost-cutting mode, it may literally pay to talk to marketing companies that offer integrated services. Services
from strategic development to interactive are available without the need for turf wars, which can erode time and resources.
There is also the advantage of selecting services you need based upon objectives and your budget. If several agencies are
used in a launch, analyze each agency's contribution and prune for unnecessary or duplicated costs. Use metrics to quantify
results from tactics, and tweak messages or vehicles as needed to maximize their impact and return on investment.
Anshal Purohit is Vice President of Strategy and New Business for Purohit Navigation. She can be reached at purohit@purohitnavigation.com
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