I read a great article on Gigaom over the weekend by Jon Burg entitled, “Sites scrape heaps of our data, so why don’t we get a personalized experience?”
Jon talks about how responsive design is now starting to give way to active design, an automated way to deliver a personalized experience for receiving information. Most importantly, he suggests that consumers will accept personalization when there is clear value for them.
Social media marketing is a critical part of our personalized delivery model for healthcare marketing.
What if the advertising over social media was really personal to you? What if the advertisements that reached you over social media were personal to you? What if they were really compelling – like someone had really heard you? This is where social media comes in, particularly in healthcare marketing.
As consumers, we reveal vast amounts of our lives over social networks. Our needs, our experiences, our desires, our habits, our hangouts, our friends and so much more – and all of it can be useful from a marketing perspective. Strategically using this vital information to drive SEO, SEM and social media marketing makes for a very powerful model.
Keywords are segmented and paired with specific search engine marketing strategies, driving relevant website traffic for potential new leads further down the buying curve.
- Device segmented campaigns target specific usage and conversion differences by new potential patients
- Campaigns targeted to specific consumer interests, as identified by social media dialogue
- Driving keyword ad development and keyword optimized bidding
- Regional marketing controls allowing targeted campaigns by zip codes, cities, or countries
- A/B Testing results in improved campaign performance driving better ROI
- Campaigns are quickly modified to increase or decrease lead flow
- Continuous improvement of traffic generated, content of ads being presented, and landing page utilization
What’s in it for the consumer? Well, there has to be value at the destination. There has to be credible, authentic information that leads the consumer to a conversion they desire and trust. If they are seeking information about specific symptoms, or expressing concerns about a procedure, address these. Remember that the landing page must represent the needs expressed by the consumer.
Above all, give the consumer value.