Patient Acquisition
Fine-Tune Your Service Line Strategy
While the coronavirus continues, you need build volume and regain revenue. With pressure to strengthen the bottom line and new budget constraints, there’s no time to waste!
How This Primer Will Help
Refine your service line strategy to align with the new realities. Primacy will help you identify new opportunities in the face of tremendous change.
What’s Included
- Evaluation of current strategy and performance for key service lines
- Analysis of your primary data (volume & market share), industry research and trends
- Digital surveys of existing patients
- Update or create service line personas
- Marketing strategy for key service lines, including tactical and channel recommendations
Timeline: 2 weeks
Patient Acquisition
Update Your Personas & Journey Maps
Healthcare consumers and their decision-making processes have changed, but your personas and journey maps are still focused on a pre-COVID world.
How This Primer Will Help
This process will update your personas and journey maps to reflect new insights into the demographics, decision-making criteria and challenges your prospects face so your marketing is focused on the future.
What’s Included
- Review current personas, journey maps and patient acquisition marketing strategy
- Updated personas and journeys with recommendations for UX, marketing and measurement
Timeline: 1-2 weeks
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Digital Experience Primers
Develop a Digital Strategy
COVID-19 has driven more consumers to engage with you via your website and social. However, your digital experience is inconsistent, your messaging in unclear, and your technology presents real challenges.
How This Primer Will Help
Rethink your online experience and rapidly develop a strategy will serve as a north star for success long after the pandemic passes.
What’s Included
- Evaluation of website from the following perspectives: brand, UX, creative, SEO, technical, and analytics
- Persona and journey map review and updates
- Evaluation of social media channels for brand, creative and audience targeting
- Update or create service line personas
- Strategy document with new website vision and implementation imperatives, persona and journey map updates, and recommendations for UX, creative, SEO, technical, analytics, accessibility and social media channels
Timeline: 3-4 weeks
Measure What Matters
Healthcare institutions are increasingly inundated with too much data and not enough insight – leaving you with a pile of useless numbers.
How This Primer Will Help
Do more with your data with a comprehensive data strategy. Our analytics experts will partner with you to decide what to measure, how to measure it and what to do with what you learn.
What’s Included
- Audit and report of existing measurement and reporting strategy
- Audit of existing website tagging structure
- Measurement strategy, including KPI development
- Recommendations to improve website tagging
- Recommendations around portal tracking and analytics (currently available via Epic only)
Timeline: 1 week
Digital Experience Primers
Supercharge Your SEO
In light of COVID-19, there is downward pressure on advertising budgets, making organic traffic to your website all the more important. But what if you’re ranking for the wrong keywords or missing opportunities to maximize the strength of your website’s domain?
How This Primer Will Help
Dramatically improve your organic traffic with a best-in-class SEO strategy so you can get the most out of search.
What’s Included
- Evaluation of current state of SEO on your site, including top keywords and domain authority
- Recommendations for top 10 improvements to enhance organic search performance
Timeline: 1 week
Evaluate Your Accessibility Compliance
The digital transformation accelerated by COVID-19 shines a spotlight on the inability of websites and apps to provide people with disabilities online access to essential information and services. Accessibility compliance is a critical issue for the healthcare industry, but scanning software captures only 30-40% of issues and ongoing compliance is a real challenge.
How This Primer Will Help
Find your hidden accessibility risks before others do. In this primer, we’ll evaluate your site, provide you a report of the most critical issues and train your staff on how to stay compliant.
What’s Included
- Programmatic scan, color contrast check, multimedia test, keyboard-only browsing and manual testing
- Report outlining major accessibility violations and remediation recommendations
- Accessibility testing
Timeline: 1 week
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Brand Primers
Define Your Brand Strategy in the Context of COVID-19
Your brand has to do more heavy lifting than ever before. It must reinforce your value proposition and also reassure consumers in the context of COVID-19. How do you showcase your brand while ensuring your communications are genuine and useful?
How This Primer Will Help
Develop a clear, actionable strategy to make your brand relevant in this moment. While most brand assessments require a major time investment – you’ll get an actionable plan in weeks, not months.
What’s Included
- Evaluation of current brand strategy, research and external communications
- Discovery process, including digital surveys of key audiences (e.g., existing patients, consumers at-large or a target segment)
- The brand action plan will include key findings and brand POV, a content and messaging framework that is uniquely relevant in the pandemic, targeted recommendations by channel, a tiered timeline approach
Timeline: 3-4 weeks
Brand Primers
Fast-Track a Strategic Creative Campaign
Developing a new or revitalized creative campaign for patient acquisition or brand can be a laborious, daunting process. But healthcare today requires campaign development as agile as the marketplace.
How This Primer Will Help
This rapid-response creative Primer will deliver you a new campaign in 3 weeks or less. And our award-winning creative team means your creative will be both fresh and effective.
What’s Included
- Audit of your existing research, strategy and creative assets
- Creative opportunity point of view and Strategic Creative Brief
- Campaign concepts showing example digital display ads and print ads
Timeline: 2-3 weeks
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Defining the New Normal
I spent 18 years leading marketing and communications at hospitals and health systems. It’s with insight that I put together Primers to help you optimize and adapt your marketing for this moment—quickly and affordably.
When you engage Primacy for one of these marketing accelerators, you get ready access to me and a whole team with deep experience in healthcare, so you can move forward confidently despite the ongoing uncertainty.
Each Primer is designed to be a fast, strategic and cost-effective way to up your marketing game. In the few moments it takes to review this packet, you’ll have a much clearer picture of how to exploit some quick wins.
Now, let’s get started!
Kathleen Ahern
VP, Healthcare Strategy
Learn More:
Complete the form below to download more information about these Primers and how they can help you jumpstart the next era of marketing and patient acquisition at your hospital, network or healthcare system.