Rural Health Care Marketing Workshop. Presented by. Rural Health Education and Services
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1 Rural Health Care Marketing Workshop Presented by Rural Health Education and Services
2 Joyce Grayson Director Andee Ellis Assistant Director Rural Health Education and Services Anthony Pafford Multimedia and Marketing Coordinator Laurie Scott Sr. Office Coordinator Jenifer Yuza Sr. Marketing and Communications Coordinator Recruitment Services Temporary Coverage Loan Forgiveness Programs Health Care Career Fairs Marketing Services
3 Kansas
4 Foundation Overview Ten basic marketing strategies Target your audience Social Media Basics Measure, Track, Analyze Surveys Take action
5 the Foundation
6 A brand is no longe r what we t e ll t he c us t om e r it is it is what c us t om e rs t e ll e ac h other it is. ~Sc ott Cook
7 Foundation Brand Identity Marketing The sum of all the characteristics that make your organization unique: Reputation Customer Service Promise Feeling Attitude Services Offered What remains after the marketing has swept through the room.
8 Foundation Brand Identity Marketing Visual devices used to represent your organization. Visual Identity for stationery, print material, signage, PowerPoint presentations, entations, colors, fonts, digital projects, etc. KU Visual Identity Greenville Health System Logo Standards
9 Foundation Brand Identity Marketing Is a PUSH tactic push out a message to get results. Marketing success is hard to come by, but when a foundation is laid, the chance for success rises dramatically.
10 Foundation Brand Identity Marketing Before you jump in: Target your audience Know your competition Conduct market research NRHA March Educational webinar Research in Rural Healthcare: Building a Foundation for Strategic Marketing on March 26. Visit ruralhealthweb.org (Conferences & Webinars) Develop a marketing/action plan
11 10 Basic Marketing Strategies
12 Ten Basic Marketing Strategies 1. Website 2. Print Material 3. Community Outreach 4. Online Business Listings
13 Online Business Listings Google, Wikipedia, Yellowbook, Yelp and other healthcare or business listings
14 Google My Business
15 Google My Business
16
17 Ten Basic Marketing Strategies 1. Website 2. Print Material 3. Community Outreach 4. Online Business Listings 5. Advertisements 6. Social Media 7. Media Releases 8. Signatures
18 Signatures
19 Signatures A list of signature: must-haves things you might consider do not includes
20 Ten Basic Marketing Strategies 1. Website 2. Print Material 3. Community Outreach 4. Online Business Listings 5. Advertisements 6. Social Media 7. Media Releases 8. Signatures 9. Table-Top Displays
21 Table-Top Displays
22 Ten Basic Marketing Strategies 1. Website 2. Print Material 3. Community Outreach 4. Online Business Listings 5. Advertisements 6. Social Media 7. Media Releases 8. Signatures 9. Table-Top Displays 10. Telephone Hold Messages
23 Basic Marketing Strategies Worksheet In the blue column, place a next to each strategy that your organization currently utilizes. At your table discuss: 1. What strategies does your organization not utilize? 2. What makes those strategies difficult to accomplish?
24 Target Your Audience
25 Target Your Audience Patients Current and potential Employees Current and potential Community First responders, school staff, faith-based organization leaders, businesses owners, elected officials, donors Patients Community Employees
26 Your Stakeholders Patients Employees Community
27 Basic Marketing Strategies Worksheet In the orange column, the audiences your organization targets for each strategy utilized. At your table discuss: What one creative thing does your organization do to market to a specific target audience?
28 Social Media Basics
29 Social Media Basics 1. Choose your networks 2. Complete your profiles 3. Find your voice and tone 4. Pick a posting strategy 5. Analyze and test 6. Automate and engage
30 Social Media Basics The more you post the more you ll discover which: content timing and frequency is right for you.
31 Social Media Basics Start with what works Experiment A photo is worth 140 characters Use #hashtags Say Thank You!
32 Social Media Basics Must Have Facebook Page Help people find you Get the word out Build relationships
33 Facebook Page Twitter Social Media Basics Must Have Listen and learn Customer service Become a resource
34 Facebook Page Twitter LinkedIn Social Media Basics Must Have Establish a presence Connect and recruit Engage with professionals
35 Social Media Basics Must Have Nice to Have Facebook Page Twitter LinkedIn Facebook Groups For internal collaboration Promote discussion Support resources
36 Social Media Basics Must Have Nice to Have Facebook Page Twitter LinkedIn Facebook Groups Staff on Twitter Build trust Humanize your organization
37 Social Media Basics Must Have Nice to Have Facebook Page Twitter LinkedIn Facebook Groups Staff on Twitter LinkedIn Company Updates Share your expertise Promote your success
38 Social Media Basics Must Have Nice to Have Facebook Page Twitter LinkedIn Facebook Groups Staff on Twitter LinkedIn Company Updates Google + Promote your business Circles SEO
39 Social Media Basics Must Have Nice to Have Facebook Page Twitter The Small Business Guide To Twitter LinkedIn Facebook Groups Staff on Twitter LinkedIn Company Updates 15 Tips for Compelling Company Updates Google + Join the conversation!
40 Measure, Track, Analyze
41 Measure, Track, Analyze Social Media Community Outreach Various Analytics Tools Marketing Tracking Forms Website Google Analytics Print Material and Ads Call to Action: Ask them to do something measureable Landing Pages: yourpage.com/event Unique URLs: #hashtags Unique Address:
42 Measure, Track, Analyze Social Media Analytics tell you Who is listening? Where are they from? When are they online? What do they like? And more!
43 Measure, Track, Analyze But it all boils down to OR How are we doing?
44 Measure, Track, Analyze Facebook Insights Free! (Free is good!) Built in! (Built in is good!) Demographics from the people who know
45 Page Likes Post Reach Engagement
46
47 Who follows us?
48 Country City Language
49 Measure, Track, Analyze Twitter Analytics
50
51 Measure, Track, Analyze LinkedIn Analytics Same type of data as Facebook & Twitter Followers, Page Views, Likes/Shares/Comments
52 Measure, Track, Analyze LinkedIn Analytics Key difference: These are business users!
53 Measure, Track, Analyze Social Media Management Tools Manage multiple accounts in one place Schedule posts across accounts Collaborate with a team Integrate analytics Good features (usually) cost!
54 Measure, Track, Analyze Social Media Management Tools Hootsuite 3 Social Profiles for Free / Pay for more Basic Analytics for Free / Pay for more 3 (Limited) Reports/ Pay for more Team use on paid accounts only Buffer One of each social network for free Pay for Analytics Business account required for Teams
55 Measure, Track, Analyze Social Media Management Tools TweetDeck Free! Made by Twitter Add unlimited Twitter Accounts Allows you to schedule Tweets See all of your activity on one screen Teams for free
56 Measure, Track, Analyze Website Google Analytics How many people come to our site? Are they mobile or desktop? How do people find us? What are they after? Setup Checklist
57
58 Website Google Analytics Audience Overview View Sessions by Hour/Day/Week/Month
59 Website Google Analytics Audience Overview
60 Website Google Analytics Audience Overview Are they mobile or desktop?
61 Website Google Analytics Acquisition All Traffic» Source/Medium How do people find us?
62 Website Google Analytics Behavior Site Content» All Pages What are people after?
63 Measure, Track, Analyze Website Google Analytics Learn More
64 Measure, Track, Analyze Marketing Tracking Form Events Career Fairs/Exhibiting, Presentations, etc. General Marketing Printed collateral, Ads, Mailings, Giveaways, etc.
65 What? When? Where? Target? How much? What else was needed? Attendance? Leads? Worth it?
66 Rural Health Care Marketing Workshop Presented by Rural Health Education and Services
67 Survey Says
68 Basic Marketing Strategies Worksheet In the green column, rate the effectiveness of targeting each audience using this rating scale: 1 = unsatisfactory 2 = satisfactory 3 = we got this At your table discuss: Share one strategy your organization does well and how you track the effectiveness.
69 Marketing Action Plan sample Take Action
70 Take Action Marketing Plan sample
71 Wichita 1010 N. Kansas Wichita, KS Kansas City 3901 Rainbow Blvd Kansas City, KS Rural Health Education and Services Recruitment Services Temporary Coverage Loan Forgiveness Health Care Career Fair Marketing Services ruralhealth.kumc.edu RuralHealthKansas Find presentation materials online at RuralHealthKS
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