How to apply original national marketing campaigns to healthcare
It's been busy few weeks for marketing, with several consumer campaigns released that push the envelope on traditional marketing strategy. At Dodge, we don’t just follow marketing and PR trends, but we really take the time to see how we can apply new strategy to our clients for effective branding and lead nurturing/generation. For fun, we thought we’d share a few.
Strategy: Be fun.
Approach: SEO is fascinating. And complicated. And still relatively new. Which means there are endless opportunities to be creative and applies to almost all new media marketing right now: online advertising, text links, Twitter, YouTube, Facebook, blogs, etc. These mediums offer a unique forum for being playful, driving traffic to your website, and heck, even doing some trial and error. All of these platforms are easy to update, edit and supplement, so why not work with your marketing folks to try something new?
Application: Do a scavenger hunt. Get people to jump from an e-newsletter banner ad to uncover a mystery photo on Facebook, that sends you to a blog with a riddle… ultimately finding clues along the way that lead you (relatively quickly) to a new announcement on your website with a special offer.
Strategy: Be bold.
Approach: While this campaign has caused Dove a bit of controversy, they did do two things that we respect in marketing—they built something from scratch (a study/documentary) and made a statement (“you are your own worst critic”). Now, while you may not agree with their point, you cannot disagree that they have received 46.7 million YouTube views in less than two weeks, while very cohesively tying back to their company’s brand positioning. In healthcare, we speak to a lot of companies that feel strongly about something but aren’t willing to put a stake in the ground and go bold.
Application: While of course you want to think before going on a Twitter tirade, consider creating a meme or cartoon that takes a stand on a lesser visible policy (the fine print of Meaningful Use 2, for example) or unexpected strategy (why scrub color matters to your bottom line) amongst your stakeholders. It doesn’t have to be controversial; it just needs to be a fresh thought leadership platform that’s communicated in a creative way to draw attention.
Strategy: Be different.
Approach: Billboard ads are not new, nor is dual marketing to two different audiences; but I sure haven’t seen stealth marketing used based on height. Now again, you can argue how effective this ad will be, but the point is that they took a traditional, tried-and-true way of marketing and added their own variation to make it special. Because of its unique spin, this nonprofit ad went viral and – one can only imagine – reached their target audience even more than they ever anticipated. The idea it to look at something that you’ve looked at a hundred, thousand, million times – print ads, corporate brochures, datasheets – and try to see it differently.
Application: Say you offer a foundational platform on which you add applications/modules to make the solution more robust. What about creating a fun “sticker book” for a solutions overview, in which you mix and match your perfect solution – so simple, your inner child could do it.