Marketing for Healthcare Providers

Chicago, IL

Wednesday, April 1

8:00 am - 8:30 am

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast. You’ll also be provided with lunch and breaks throughout the day.

8:30 am - 5:00 pm

Part 1: Context

  • What’s happening in healthcare?
  • How have consumers/patients changed?
  • What are the key issues, challenges and opportunities you need to consider?
  • How can marketers address these challenges and reach their goals?
  • What’s on the horizon? What does the future hold?

Part 2: Market Analysis and Opportunity

  • Defining your market (size, type, discipline, etc.) and opportunity
  • Analyzing PSAs, SSAs and expansion markets
  • Identifying specific service line, brand and primary care opportunities by market/city/zip
  • Promoting hospitals and retail locations (e.g., urgent care, dental, outpatient surgical centers, pharmacy clinics)

Part 3: Audience

  • Defining your target audiences using data
  • Build complete, action-oriented patient personas
  • The typical consumer journey to seeking healthcare
  • Using predictive models to determine the timing and purpose of patient encounters

Exercise 1: Conducting a Market Analysis

Exercise 2: Building a Persona


Part 4: Integrated Marketing Campaign Planning

  • Service line acquisition including specialties like neurology, bariatric, oncology, OB/GYN, orthopedics, cardiovascular
  • Primary Care Physician campaigns and the impact on system ROI
  • Same Day Care campaigns – urgent, emergency and primary care with redirect strategies
  • New Movers marketing
  • Campaigns for retail and office care including pharmacy clinics, dental, behavioral health
  • Omnichannel approach including search, email, programmatic display, video and native advertising, social media, traditional media, direct mail, connected TV and mobile

Exercise: Developing an integrated campaign

Part 5: System-Wide Brand Activation

  • Fit with service line marketing
  • Impact on service line marketing
  • Setting KPIs, marketing return on investment and analytics

Exercise: Linking brand and service line success

Thursday, April 2

8:00 am - 8:30 am

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

8:30 am - 4:00 pm

Part 6: UX, Design and Creative for Attracting Patients

  • Content marketing planning and execution
  • Creative insights and pitfalls to avoid in healthcare marketing
  • Nuances of email and direct mail development
  • UI & UX for websites, microsites and landing pages

Exercise: Creating a content map

Part 7: Measuring Performance: Conversion, Optimization and ROI

  • Using tag management for effective digital tracking
  • Merging offline and online activities through form & call tracking
  • Understanding web analytics and what’s important to track
  • Planning and executing conversion optimization across campaign tactics
  • Using data visualization tools to develop insights
  • Defining the conversion funnel

Exercise: Linking KPIs to business objectives

Part 8: The Data-Driven Ecosystem: The Marketing Tech Stack for Healthcare

  • CRM, Customer Data Platform, marketing automation and how they all work together
  • EHR integration and the challenges of using patient data
  • Analytics and reporting tools to help you track success
  • HIPAA and HITRUST issues to be aware of

Part 9: Developing a Complete Campaign (Group Project)

Part 10: What's Next

  • Discuss next steps back at the office
  • Discuss deliverables
  • Final questions/comments