How to incorporate marketing automation into your hospital marketing plan

Boost leads and save marketing dollars with marketing automation

Marketing automation is a marketing buzzword you probably hear all the time. As a CEO or marketing director of a hospital or health system, you might be interested in learning more about how this service can add value to your organization.

Now, more than ever, consumers research and check out the competition before booking an appointment. Marketing automation helps nurture these consumers with relevant content until they’re ready to commit to your brand. With tools such as email automation, you can send users information about your organization even after they exit your website. Your organization will be top of mind once they are done contemplating and are ready to take action.

How does it work?

Once your organization makes the leap, your marketing automation program will immediately begin to identify leads. Then you can begin to “nurture” patients with relevant content until they are ready to buy-in to one or more of your services. In the long run, it saves your marketing team money by sending the right messages, to the right patients, at the right time. Additionally, it provides consumers with a better patient experience by delivering messages they care about.

Ok, but what’s my strategy?

Your marketing automation strategy will vary depending on your campaign. However, it’s important to consider the patient’s buying-stage before sending them content. For instance, if a user hits your cancer care page, they might be curious about their cancer risks, or maybe they want to find the right provider. Create a form on the landing page. If you ask the correct questions you can determine their situation and send them the appropriate messages. The goal is to keep them informed until they’re ready to make a decision.

How often am I sending out emails?

Believe it or not, there are certain times of the day and certain days of the week users are more apt to open an email. Tuesdays and Wednesdays are usually peak days, but it varies. Currently, these are the best times to send out emails, but we suggest testing out the waters. These times aren’t set in stone and it’s important to adjust accordingly.

Ok, but is it worth the cost?

According to the Harvard Business Review, companies can boost profits by almost 100 percent by retaining five percent of their customers. With CRM your marketing team can continue to develop relationships with consumers even after they’ve used your services. Meaning, it can help retain current patients and improve your organization’s bottom line.

It’s important to remember that a big part of marketing automation is developing relationships over time. It’s a marathon, not a sprint. But, the outcome is worth the wait

Where can I sign up?

I hope you’re sold at this point, but if you have any questions about the benefits of marketing automation or how to get started, feel free to schedule an appointment here. We might just shoot you an email back.