Personalized Multi-channel Healthcare Marketing

PLAN, BUILD AND LAUNCH HIGH-PERFORMING CAMPAIGNS
Every prospect and patient is different, not only in their needs and interests, but also in the way they choose to consume marketing messages. Leveraging consumer insights and consumer data, Response Marketing Group reduces the complexity of multi-channel marketing so busy marketers can communicate with prospects and patients through their preferred channels. From print, email and search to social, mobile and the web — RMG helps marketers acquire new patients, grow service line revenue and build patient loyalty by developing more personalized marketing communications.

Most hospitals are sitting on a wealth of data – untapped potential to develop targeted messaging to the right audience at the right time. With volumes of unstructured, uncleansed and unactionable data, hospital marketers have failed to leverage the information that has been collected through investment in events, sponsorships, conferences and marketing activities.

RMG provides healthcare marketers with a unified, cleansed and enriched view of all available marketing data to power exceptional, authentic consumer experiences across any channel or device. The solution starts with a simple data assessment, then incorporates predictive analytics and deep analytical insights to help healthcare marketers more cost effectively achieve their patient acquisition, service line, and patient loyalty goals with a significant, demonstrable return on marketing investment.

Examples of our approach include:

PATIENT ACQUISITION
Everyone needs new patients, but healthcare marketers want the right ones; the patients most likely to benefit from services that are highly valued by organizations and the ones who will keep coming back for additional healthcare needs and services. We get that, so our approach to patient acquisition is unique — we start by identifying the best patients, then help marketers find prospects in their market who look just like them.

SERVICE LINE TARGETING
RMG can apply powerful analytics to an organization’s existing prospect database to create targeted groups of consumers most likely to need and respond to marketing campaigns. By creating a smarter list, marketers can be assured their campaigns will have higher response rates, more conversions and a better overall ROI. We get started by initiating a Data Assessment to pinpoint the best prospects or patients for a service line or procedure-based campaign, including Orthopedics, Cardiology, Women’s Health, Primary Care and others.

PRACTICE GROWTH
With increasing frequency, hospitals are recognizing that physicians are the key element in long-term admissions growth. As administrators scramble to fill hospital beds in this time of increasing competition, governmental regulation, and managed care they have come to recognize physicians as the primary distributors of hospital services. We work with hospitals to understand the needs of your primary care physicians and practices and focus on strategies and campaigns to drive patient volume.

Integrated Strategy And Communications For Financial Institutions

Response Marketing Group first started working with financial services partners in 1986, as data-driven direct marketing became a marketing imperative. Recognizing the power of big data long before it was a buzzword, RMG used proprietary and industry standard practices to help clients market deposit, retail, commercial, loan, credit card, mortgage and auto products to customers and prospects. Working with many of the largest banks in the US as well as many independent and community banks and credit unions, RMG was one of the leaders in financial services marketing.

It surprises even our team, that over that 30 years, many best practices haven’t really changed in financial services marketing. If anything it has gotten harder to reach the consumer with the proliferation of marketing channels and the rise of pure online institutions. What’s stayed the same is the need to mine your customer data, deliver
relevant and engaging content to the customer and prospect and provide exemplary customer service.

While many institutions have made significant investment in enterprise wide data warehouses or solutions, they may still be missing the key ingredients mentioned above – Right Audience, Right Message, Right Time. Our approach is consistent with our success gleaned from our 30 years of experience – data insights married to relevant messaging to the target audience. We’re channel neutral and work with our clients to define the KPIs that will drive deposit growth, account growth, increased upsell and cross-sell ratios and increased assets.

While it may not be the sexiest methodology, our time-tested approach yields results. Starting with baseline customer data, we work with clients to develop integrated marketing plans that are actionable, measurable and results focused. We frequently advise clients to start with a Test & Learn approach to validate our thinking and before we rollout more broad market campaigns with incremental investment. Using reporting dashboards, we measure results and close the loop by.

Marketing Strategy For Higher Education

There are three main areas of focus in higher education when it comes to marketing and engagement. They are admissions, fundraising, and athletics. There are companies who specialize in admissions, athletics and athletic fundraising. We at RMG specialize in alumni fundraising. Whether a public or private university, the secret to raising funds such that your participation rate increases and the over all raise is higher, is based on the same metric that many other industries have instituted. Instead of being “expense driven”, most other industries are “net returns driven”. For example with one of our RMG university clients: within a specific school at a major public university they had been spending approximately $100,000 a year to raise $1,300,000 for a net of $1,200,000 in their discretionary fund. RMG showed them that by spending another $100,000 they would net $1,800,000. Yes, the second $800,000 raised is much harder to reach than the first $1,300,000, but the net was much higher. We at RMG knew how to accomplish this when so many other firms do not.

Communication Plans for Manufacturing and Service Industries

A common question we receive is “how much experience do you have in our industry?” We find this question fascinating and wonder why that often becomes the main criteria upon which an agency is being chosen.

Even though RMG has worked in most industries multiple times, we still believe the basics of awareness, acquisition, retention, up-sell, cross-sell, and win-back apply to any business. The key is to realize that a large consumer company is dealing with larger numbers, where a manufacturer may only have 50 to 3,000 potential prospects. The same process and discipline of reviewing sales, marketing, and advertising efforts to create a Comprehensive Communication Plan are all the same. At RMG, we have accomplished strong ROI’s with many different industries of all sizes to help them grow their revenue and increase profitability.