Our first step is to learn how you promote your brand.
We also conduct extensive literature searches and other forms of secondary research. And as feasible and appropriate, primary research: focus groups, in-depth interviews, online surveys.
Our goal: understand the drivers of your market, how you segment your customers and influencers, and the key messages you express to communicate your position.
Once we’ve defined our objectives, our next step is to do. We deliver a comprehensive strategic healthcare marketing plan detailing:
Once the strategic plan is in place, we craft the tactical plan. Audience by audience, the plan describes the communications that will convey your positioning to your targets. For each tactic, the plan includes a description of what it is, when it should be implemented, how much it costs, and how it delivers ROI. Our recommendations encompass advertising, public relations, and education, and span all media: digital, print, video, and “event marketing.”
We continuously monitor the strategic and tactical plans to evaluate effectiveness and ROI. Each tactic has a goal. And while all tactics share the loftier goal of enhancing your brand image—a sometimes unquantifiable perception—each also has measures of interactivity: exposure, engagement, and action.
Beyond the metrics that we build into each tactic – a dedicated URL, a unique phone number, a link, a download, a signup, or other measurable interactivity – we also conduct market research to assess metrics. We implement interviews, focus groups, and surveys to measure: