medical telemarketing, medical leads, telemarketers, lead generation

Medical Marketing Tip #1 – Know How and When to Market

medical telemarketing, medical leads, telemarketers, lead generationMedical telemarketers are facing even greater challenges in doing their intended tasks. With the market place becoming an increasingly difficult place to do business in, medical telemarketing campaigns should be able to overcome ever-present challenges and obstacles in doing what they do best: medical lead generation. That being said, how can medical telemarketers do this? How can they beat the odds and find a way to get to their target prospects and generate medical leads? Here are some tips for your medical telemarketing campaign.

  • Reach out to your prospects before the call – In order for you to effectively establish grounds for making sales calls to your prospects, it would be best to reach out to your prospects and inform them about your company and offered services before the call even takes place. You can use various methods to do this such as email marketing or direct mail. This tactic is usually used by old-school marketers who send mail first then follow-up with a call later on when their prospects have responded to their business mails.
  • Establish a healthy business relationship – Timing is everything when you use medical telemarketing. You can’t just make a call to your prospect and expect them to fall right into your hands. What you should do, rather, is to use medical telemarketing to your advantage and establish a working business relationship with your prospect. Offer them advice that is key to solving their current issues. Once the time is right and you’ve nurtured your medical leads the right way, you can start trying to close sales with your prospects. Use medical telemarketing to establish initial contact, or as said above, use email and direct mail then follow-up with a call.
  • Don’t just keep pushing for sales – Your prospects will turn-tail at the first hearing of an upfront cost. So when using medical telemarketing, do not be so quick as to present the costs of your services to your prospects. Tell them about what your company does and nurture them as medical leads before you start talking business with them. If you keep pushing for sales, you may risk driving them away rather than pulling them closer as business partners.

Learn how to market your products and services as well as when to do so. These are just some of the key aspects to medical telemarketing as well as marketing in general.

medical telemarketing, medical leads

How to – Scale the Effectiveness of your Medical Telemarketing Efforts

medical telemarketing, medical leadsIf you’re employing the services of a medical telemarketing company in generating medical leads for you, as well as to help in the sales process, then you need to know if what you’re doing is effective. For example, are you generating leads that are helping you fuel your sales engine? Have your close rates improved with the aid of your medical telemarketing provider? There are many questions you may ask yourself. So, here are some tips on how you can gauge the effectiveness of your medical telemarketing campaign.

  • Getting a positive ROI from your telemarketing campaign – Now, there are all sorts of metrics associated with calculating the possible ROI from a medical telemarketing campaign. For now, let us use this way of calculating your income from your campaign. Let us say that you invest a total of $25,000 and make a profit of $15,000. So to speak, your campaign made 60% back. Now, in a marketer’s perspective, that would pretty much be a positive return since you made back 60% of what you invested into the medical telemarketing campaign. Always make sure to keep track of your profits and check your ROI. A positive ROI, of course, means that you’re making a profit and that your campaign is doing well.
  • Identify your close rates – How many sales do you close? Out of 10 sales, how many have you managed to turn into deals using medical leads generated from your campaign. If your telemarketing campaign is generating poor leads, you would be lucky to generate even at least 5 out of 10 sales. If you’re close rates with your leads generated through medical telemarketing are on balance, or higher, then it means your campaign is truly helping your marketing efforts.
  • Analyze if telemarketing is an essential part of your mix – There are a variety of things you can use for your marketing mix. So to speak, medical telemarketing may not always be the best choice to make when choosing an approach to integrate into your scheme. So when you’re trying to gauge the effectiveness of your telemarketing campaign, make sure to see if you at least need telemarketing, or can make sales happen using it in the first place. This will help save you money before you even invest in a campaign.Make use of these helpful tips as you gauge the effectiveness of your medical telemarketing campaign.

E-Mail Marketing for Health Insurance Leads? Better yet, go with Telemarketing!

Almost everyone has gone online in the world today. People have social networks, e-mail, online forums, a lot of websites they traverse on a daily basis from anywhere they can connect to the internet from. With the knowledge that the internet is where a lot of people spend their time now, and where some go about doing business, even health insurance companies can take advantage of this fact and utilize the world wide web to generate health insurance leads.

From everyday households to small and major companies, e-mail marketing can hit a lot of them. Using these tactics, a health insurance firm can find a lot of prospects and would-be customers. However, if you think about it, just who exactly should you be contacting when you don’t even know as much as who you need to be sending your e-mails to? Sure, you call it a targeted e-mail campaign but it will only be effective when you actually have an idea on which industry and which businesses within it to blast e-mails to. Well, don’t fret because you can fix this problem by buying something like a list of health insurance leads, or better yet, employ the services of a telemarketing firm to do lead generation for you.

Telemarketers are people who are well-versed in both the worlds of making B2B and B2C sales calls, making them effective lead generators aside from just being salespeople. When you’re trying to find prospects and would-be customers for your health insurance company, then telemarketing and lead generation may just be what you need to get your health insurance leads.

Modern Medical Marketing Best Practices

To say that the medical marketing landscape changes by the minute is an understatement. These days, change takes place in nanoseconds. So what does this mean for you and your efforts to generate medical leads? With all this rapid transformation in healthcare marketing, a good marketer needs to have a sound fundamental understanding of the basics and start working from there. Here are four best practices as the grounding for today’s medical marketing professional.

Appeal to customers’ perspective. Compared to a few years back, today’s medical marketing environment is focused more toward the customers’ point of view. There is now a trend to align the marketing message with healthcare literacy levels. Simply put, today’s medical marketing content is more simplified and geared toward educating medical leads.

Define target demographic. The above practice is in turn based on proper identification of the target customer demographics. With today’s highly specialized healthcare products and services, marketers are emphasizing specific market segments rather than indiscriminately generating medical leads. Even medical pricing has become dependent on certain demographic considerations.

Examine the value position. Healthcare branding has now occupied a more central place in the marketing thought process. Medical practitioners are now differentiating themselves from competitors. The answer to “why choose us?” is now an essential component when addressing medical leads. The failure to adequately establish a competitive value position causes many marketing efforts to yield poor results.

Focus on consistency and coherence. Less than a generation ago, most medical product and service providers approached marketing fairly inconsistently. Their modern counterparts, however, are more organized in coming up with marketing strategies, budget, and implementation. Today, having a consistent approach to marketing that is coherent with what your organization or practice stands for is a basic requirement for success.

These are four modern best practices in medical marketing. It’s quite surprising that, only a few years ago, these were never taken seriously. Today, however, these are the basic building blocks of a sound medical marketing philosophy in which change is the only constant thing.

How to Set Healthcare Marketing Goals that Work

Marketing health related services and products involves many challenges unique to the industry. As a result, the marketing goals that we set should include factors other than the top and bottom lines. Below are some of the ways that can help you set healthcare marketing goals that really address the needs of a company in this sector.

Go beyond revenues/profits. Many people tend to think that all business goals fall in one of two categories: maximize revenues and minimize costs. However, businesses providing health related services and products do have many other considerations to make than profit-making alone. Such is the case in the healthcare industry due to the nature of relationships among its stakeholders.

Keep your customers at the core. Good healthcare marketing goals are those that really focus on the value that customers receive. In addition to generating sustainable healthcare leads, marketers should also strive to nurture them as well. This is why many healthcare organizations exert an effort to retain clients. In fact, this is an excellent component of a branding strategy.

Be responsive and responsible. The healthcare industry is a heavily regulated sector. Marketers of health related services and products face a mountain of accepted practices and regulations. Marketing goals should also reflect compliance with these policies. Marketing activities such as ads, promotions, healthcare leads generation, etc., should be carried out in accordance with standards.

These are only a few steps you can follow to ensure that your marketing goals address the unique requirements of the healthcare industry. The main point here is that healthcare marketing goals should go beyond merely increasing sales. Your goals should consider the demands of your customers, industry, and regulators. The driving force behind this focus is the fact that health related services and products have a broader and deeper impact on the lives of everyone involved.

How to Include Healthcare Reform Factors in Medical Marketing

We only have less than two years left before full implementation of healthcare reform in 2014. Yet there are still a lot of uncertainty and debate going on. The only certain thing is that healthcare is in a fundamental transformation process. The changes are bound to affect everything and everyone in the industry, including marketers engaged in medical lead generation.

To help you avoid being caught underprepared for these changes, here are a few things to think about when formulating your marketing plan and strategies.

Consider your branding approach. Among the chief aims of healthcare reform is to combine fragmented health service providers into integrated delivery systems called Accountable Care Organizations (ACO). This arrangement leads toward new branding challenges not only for hospitals and other healthcare providers but for all companies doing business in some way in the industry. You need to rethink the underlying value that your brand represents. This idea will greatly influence your medical lead generation efforts in the years to come.

Reexamine the way you plan. With the reshaping of your brand comes the reexamination of your marketing plan and planning approach. Clearly, healthcare companies which thrive in changing times are those who quickly adapt and readapt through dynamic planning. In this regard, you may need to reconsider your target segment, healthcare pricing, marketing budget, and promotion tactics. You have to gain insights from stakeholders in the healthcare industry to adjust your plan accordingly.

Focus on marketing intelligence. Without information, your marketing efforts or even your business itself is as good as likely to fail. You have to examine whether your marketing and business intelligence systems are fine-tuned to provide quality insight for making decisions. Do you have the ability to determine which aspects are contributing to growth and profitability? Specifically, your medical lead generation campaign needs to have all the necessary tools to measure, manage, and improve your results.

The year 2014 is fast approaching. By that time, your healthcare marketing systems should have been reengineered to adequately meet the demands of the new environment under the healthcare reform. If you have not started realigning your marketing means toward this end, now is the best time to begin doing so.

Best Practices Maximize Your Healthcare Marketing Budget

Many healthcare products and services providers tend to overlook the value of a proper marketing budget. Quite a lot of medical facilities, manufacturers, distributors, and professionals neglect to adopt a sound and consistent approach to allocate resources for their medical marketing projects. This attitude certainly has many dangers for such organizations. Medical marketing is an investment and therefore should be handled with extreme care. Here are some best practices ideas to help you avoid the mistake of improper budgeting.

There are certain budgeting practices in medical marketing that needs to be avoided no matter what. One such method is the “wild guess” approach wherein a marketer simply sets the campaign budget to an arbitrary amount. Another budgeting blunder is applying the “what you can afford” approach which is very similar to the wild guess method.

With the bad practices set aside, let’s now turn our attention to the advisable forms of budgeting in healthcare marketing.

  • Benchmark Budgeting. The benchmark budgeting method fixes a budget estimate according to some criteria or objectives. For instance, a budget that includes generating health leads and appointment setting may be set to exceed what a direct competitor is spending on the same item or set to industry averages. The main disadvantage of this approach is that the underlying benchmark may not apply to the company’s situation.
  • Percentage of Sales Budgeting. This is a traditional approach wherein the marketing budget amount is set as a percentage of sales. A healthcare manufacturer, for example, may set the budget for its medical lead generation campaign at 25% of sales. Here, the total budget increases or decreases directly with changes in the value of sales. However, this violates the sound principle that marketing efforts should be intensified when revenues are declining to revive sales growth.
  • Capital Budgeting Methods. These methods include using financial metrics such as the ROI, NPV, IRR, payback period, and profitability index to evaluate which projects become part of the marketing budget and which ones go back to the drawing board. Capital budgeting methods are more systematic and reliable than the two above because they take into account the costs and benefits associated with a marketing project. Of course, this does not imply that capital budgeting methods are completely infallible.

So, there you have it, a list of some of the best practices in coming up with a sound marketing budget for healthcare companies. You can try any of these and see which one works best for your campaign. A good approach with be to start with capital budgeting then work off from there.

Healthcare Marketing Best Practice and the FCC’s New Telemarketing Rules 2012

In February, the Federal Communications Commission (FCC) gave the go-ahead to implement new rules governing the activities of telemarketing companies. These apply to telemarketers who rely on auto-dialers and pre-coded messages when contacting prospects or customers. Although companies that employ real human telemarketers do the prospecting work, it’s quite helpful to look at these rule changes as the best practices guide for your healthcare telemarketing campaign.

According to a news article from CNN.com, these new regulations are meant to extend the limits imposed by existing Federal Trade Commission policies on “robocalls” and “dead air” calls. Robocalls are automated and “interactive” telemarketing calls where dialing and messaging are done by a computer. Dead air calls occur when recipients encounter nobody at the other end after picking up the phone. If your healthcare lead generation process makes use of any of these, then you better pay close attention.

Telemarketers will have to get written permission from their contacts before dialing their phone numbers through robocalls. In the past, businesses with an established relationship with their contacts were allowed to place robocalls without permission from recipients. Health insurance customers, for instance, could be contacted through auto-dialers by a provider trying to promote new offers. Under the new rules, this practice of generating healthcare leads is not allowed unless written permission has been obtained.

The new rules cover other aspects of robocalling as well as dead air calls. Telemarketers using robocalls are now also required to provide interactive “opt-out” choices to their contacts. This enables such recipients to easily discontinue any future automated calls. Dead air calls are a result of a delayed response time because of too many calls placed by an auto-dialer at one time. The new FCC regulations aim to limit the number of these type of calls.

As you can see, the excesses that the FCC is trying to curb with their new policies can easily be avoided by a telemarketing company who really places its prospects and customers at the core of their campaign. This is why more qualified healthcare leads are generated by a company who avoids these bad practices with or without these rules.