How To Plan Digital Marketing Campaigns in an Uncertain Environment
Hospital digital teams continue to ask lots of questions about resuming and revising their digital marketing campaigns as COVID-19 infection rates continue to rise. For many, it continues to be a challenge to make decisions about how to revive key service-line campaigns while simultaneously mixing in COVID-19 informational messaging.
JK Lloyd, president of Eruptr, recently spoke with Jared Johnson about what his team hears from clients, and provided some guidance on how to approach digital campaigns. Here’s an excerpt of their conversation:
eHST: What questions do you hear from hospital digital teams about planning their 2021 digital strategy?
JL: What we still hear is uncertainty from hospital systems on how they should attack the market. We see everything from a deer-in-the-headlights approach to “Hey, we’re ready to dive right back in and turn on those elective surgeries to start driving revenue again.”
Those questions fall into three buckets:
1. Should we run any campaigns at all?
2. Should we focus on more branding and awareness?
3. Are we ready to dive in and turn on our elective procedure campaigns?
eHST: How do hospitals know if they should run any campaigns at all?
JL: From a strategy perspective, our advice for our clients is: Don’t go dark. You have to have some presence in the marketplace. If you don’t have a presence in the marketplace, your competitor will. Someone down the street will be in the market from either a PPC (pay-per-click) and search marketing perspective, or Facebook, or display, or YouTube pre-roll. You have to have some type of presence during this pandemic.
Read the full story now for more insights from Lloyd:
Start Your Online Access Today
Not a member yet?
Sign up for a FREE trial membership »
And don't forget: Once you've signed up as a member, you can add up to 9 colleagues for no additional charge with our Group Membership Upgrade. It's an incredible value.