10 steps to achieve a successful healthcare marketing campaign
1. Set objectives – produce a campaign brief that summarises why you are running it, what you want to achieve, identifies your online and offline audiences, and shows timings and budget.
2. Plan the campaign – write a detailed activity schedule with set timescales covering pre-awareness, awareness and follow-up; it’s a road map to keep actions on track.
3. Clear messaging – agree core messages that are aligned to your brand values with a supporting memorable strapline to summarise the purpose of the campaign; be mindful of ‘what’s in it for me’ thinking.
4. Gain commitment – identify the key people/stakeholders required to ‘buy in’ to the campaign and understand their motivations and priorities.
5. Secure resources – consider resources in terms of key people, financial support required, additional materials, and ascertain if you can ‘piggyback’ on any other ongoing marketing activity and existing in-house or external support.
6. Engagement channels – select appropriate online and offline channels that can be seamlessly integrated to achieve your objectives of engaging patients and influencing a positive change in attitudes or behaviours.
7. Campaign toolkit – collate a cohesive kit to execute the campaign and engage effectively throughout the customer journey; consider existing collateral, allowing time for production if new bespoke material is required.
8. Implementation/delivery -split into three phases: pre-awareness, awareness and post campaign follow-up and ensure there is a consistent quality throughout.
9. Campaign evaluation – measure and report on engagement results against your brand strategy and targeted campaign, plus refine the tactical actions based on your insights to meet the set objectives.
10. Strategic review – audit the campaign cycle through consultation and capture feedback, good and bad, to shape future campaigns.
These practical steps should help you plan a successful healthcare campaign that supports your brand strategy and integrates across your marketing channels. In turn, your healthcare marketing campaign will be informed and responsive.
