Frequently, we teach the value of micro planning—using precision, personalized online marketing means and methods that zero in on the single-person at a point of need. Increasingly, technology enables this fine level of timely, local and immediate messages.
But you also need to consider the macro view—the holistic perspective that doesn’t lose sight of the micro touches. Effective healthcare marketing is also a wide-angle endeavor for hospitals and medical groups. There are many buyer and influence personas to track. While the solo consumer profile is vital, “outside the doc” target audience thinking considers many others.
In other words, both the patient (ideal customer) and the provider (service line or care point) are primary considerations. But a comprehensive plan also includes additional players. Here’s a checklist of holistic tips to identify critical touchpoints—and useful marketing opportunities—in the patient decision process.
In each of these steps, assume the perspective of the patient to start. Initially, ignore the “traditional” and well-worn process steps. How can the needs and interests of the patient best be served by the holistic list of participants in their care journey? Thinking “outside the doc,” what is the most influential message to achieve the macro and micro marketing goals and objectives.
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