The events of 2020 not only reinforce the value of effective digital communications, they demand a digital intervention. When typical in-person encounters suddenly shift to digital exchanges, everyone has to pivot—and quickly.
This “new” digital reality is one we saw coming. Now that it’s here, it is time for healthcare marketers to embrace this moment and propel it into all the opportunities 2021 presents.
Case In Point: U.S. News & World Report Season
As hospitals and health systems prepare for the upcoming U.S. News & World Report ranking season, marketers need to build on successful email communications and consider a multichannel marketing approach. We’ve always been a strong proponent of using email to bolster recognition among physicians participating in the U.S. News surveys. And, there’s no denying that email will continue to be a cornerstone of physician outreach, as well as a key engagement tool specific to U.S. News ranking season.
However, it should not—and cannot—be the only channel hospitals and healthcare systems utilize, if they expect to optimize influence within their physician audience. Many top healthcare organizations are prepping for U.S. News season by leveraging both social media and programmatic advertising channels to expand reach. Some are going several steps further by identifying and targeting physicians who are visiting their hospital system websites, thereby closing the loop on their physician communication strategy.
This multichannel marketing approach allows these organizations to achieve a comprehensive physician targeting strategy that not only makes an impact—but actually has the potential to change a hospital’s trajectory of success.
Email: More than a Messaging Platform
Email’s role in a physician targeting strategy is multifold. As a messaging platform, it exists as a channel through which hospitals and health systems can reach physicians on their individual timelines. Healthcare providers can engage when they want, where they want.
An email address also serves as a deterministic online identifier. As such, it supports both social and programmatic channels—further honing in on physicians within a targeted universe.
And, with the right data solutions in place, email as an online identifier reveals the types of content physicians are engaging with most. Having that knowledge allows marketers to create messaging that is relevant, credible, and timely—ultimately establishing a trustworthy connection with their physician audience.
Email’s role in a physician targeting strategy is multifold.
This is something recently evidenced by DMD’s proprietary Audience Identity Manager® (AIM XR) technology, which uncovered a trend as hospitals and clinics around the country began to “reopen.” Data showed that physicians were highly interested in content surrounding the patient community’s fears about hospital safety. Healthcare marketers then used that information to construct campaigns geared towards allaying concerns.
The same approach can be used to create service line and brand awareness during the U.S. News season. Identifying physicians’ content consumption becomes a guiding beacon for hyper-targeted digital communication strategies.
The Evolving Marketing Ecosystem
COVID-19 has forever changed the landscape of how all industries view digital. Today’s evolving marketing ecosystem requires that varying platforms integrate, seamlessly, to communicate across multiple channels. Advanced digital strategies that start with email as a deterministic online identifier, are integral components for optimizing your physician engagement goals. Whether you implement them to improve your U.S. News & World Report rankings or as a part of a larger overall marketing strategy, your efforts will not be wasted.
To learn more on how to apply these techniques to your current marketing plans, we invite you to attend our upcoming webinar, “Advanced Digital Strategies for U.S. News & World Report Season.” Join us Wednesday, October 28 at 11:00 a.m. PST/2:00 p.m. EST. Register today.
