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, 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.

How to Offer the Right Incentives to Your Medical Marketing Prospects

Offering incentives to your prospects is among the most effective way of getting them to respond in a favorable manner. For very obvious reasons, most people feel an almost-irresistible urge to repay others who have given them something useful or interesting. However, despite being part of common sense, the use of incentives in marketing still needs careful consideration, especially in medical telemarketing projects.

The first important concept behind the use of incentives is based on age-old notion of “reciprocity.” In our case, this means giving something of value or interest to your prospects in the hopes that they themselves will offer to respond. This is seen in medical lead generation, taking many form from offering free medical research literature all the way to handing out invitations to attend related seminars. Again, the point is to generate some sort of response from the prospects.

The next idea behind incentives in medical telemarketing is to make your brand stand out. Just telling your prospects what your business does is simply not enough. You have to point what benefits they can get from having you as an alternative vendor or service provider. If done right, this in itself should give your prospects enough reason to respond.

Let’s now turn our focus on how to apply the things we’ve figured out above to our medical telemarketing campaign. First, we need to decide what specific incentive scheme should apply to particular categories of prospects. Next, the incentives themselves must be neatly packaged as part of our message. Then, our medical lead generation effort should turn its attention to implementing and monitoring the campaign to see which schemes work well and which do not.

As marketers, we depend on our prospects’ response for our success. The right use of incentives is among the tools we have at our disposal to effectively carry out our plans. So, make sure to have incentives around whenever possible.

Marketing in Healthcare – Adding Medical Telemarketing to the Mix

Medical telemarketers that work for telemarketing companies that specialize in doing medical telemarketing can become excellent and very productive allies for businesses that want to market in the healthcare industry. Expert lead generators and appointment setters are always a good thing to have and implementing these types of services into your marketing campaign can lead to the discovery of a lot of potential clients. Using the capabilities of a telemarketing company in doing medical telemarketing should prove to be very beneficial.

The benefits of having a medical telemarketing company on your side is that you can have expert lead generation and appointment setting services done for your company. Marketing in healthcare is quite different than when doing it in the regular business industry, and incorporating the expertise and services of a telemarketing firm could help them with making marketing much more effective. Lead generation through cold-calling, for one, is a great way to find prospects and generate high-quality medical sales leads. Adding appointment setting to the mix makes the process even more effective because rather than just making a call and having a conversation, you yourself can have the chance of meeting with your prospects and have a much more detailed talk about your services.

Telemarketing has worked wonders for many types of businesses over a wide number of industries and in the same way, it could work for companies that want to market in the healthcare and medical fields, coming to them in the form of medical telemarketing. With lead generation and appointment setting to help fuel your marketing campaign, your campaign could take a turn for the better.

Tackling the Market: Healthcare Pricing Knowledge through Medical Telemarketing

Doing market research is an important task to perform before taking on the market and marketing your products. In the field of medicine and healthcare, companies such as pharmaceutical and medical drug companies may find that doing extensive research can lead to their benefit in tackling the market. But with numerous constraints to their budget, allocating some towards effective market research may be a choice that is out of their reach. But through the availability and use of an outsourced service such as medical telemarketing, that may just become possible for them.

Medical telemarketing companies are some of the best marketing arms to have when your budget isn’t exactly huge. Outsourcing usually comes at a very reasonable price, and you can also expect excellent performance from your chosen firm. Well, you are working with specialists in their field so you may not have to worry about the end results that much since a lot of these medical telemarketing firms perform quite well. That being said, they can help you get a feel of the market by doing phone surveys or cold-calling to your prospects and would-be buyers. Through this, they can help you gain knowledge on healthcare pricing in order for you to gain much needed information on the price you should place on your medical products and other items. Aside from just healthcare pricing, they can analyze current trends within the field and help you to tweak your campaign before you even launch it.

Medical telemarketing can help you out when you want to tackle the market and only have a small budget to begin with. With their capabilities as being marketing arms and doing phone surveys and cold-calling, you can hope to get the results and information you need in order to execute an effective campaign.

Medical Telemarketing Firms: Dabbling in Both Sales and Support

If you’re trying to make sales within the medical and health care field of industry, then you cannot expect to get the same reactions and reception from your prospects as within the regular business industry. Of course, the setting within a hospital or medical facility is quite different and the usual tactics may not be as effective, or may not at all even work for you. But one thing is still sure: you need leads. Medical leads are very important to have if you want to make sales within the medical and health care industry. However, how do you get these medical leads? Who can you turn to in order to get what you need?

There are a lot of sources for medical leads out there such as list brokers and sellers. But when you want some of the best service around, then a medical telemarketing firm may just be what you are looking for. When it comes to marketing within the health care industry, telemarketing firms can truly be relied on. This is because telemarketing firms do not tackle a market without doing proper research on what products and services they are selling, let alone take on a market they have no knowledge of. So if you want your marketing campaign to obtain more results, then perhaps employing the services of a good medical telemarketing firm may be in order. But aside from just making sales calls, medical call centers can also be used as support staff you can assign tasks like making follow-up calls to, and also to help keep your records and database in order.

Medical telemarketing firms can truly help you out when you need them. If you need medical leads, then they are the people to rely on. And by service as medical call centers, they can help you reduce the amount of work your staff do and be more efficient.