Apr 19 2024 12 mins
Picture this:
● You lack helpful reporting or real-time insights
● Your website has a clunky patient interface
● You don’t utilize personas or data driven media targeting
● You find yourself reacting rather than proactively planning
If you can relate to any of these statements, your organization is in need of digital glow-up. In this week’s episode, Jenny outlines a realistic three-year roadmap to become digitally sophisticated within your marketing organization.
Year 1 - Build the Foundation
- Create or revisit your organization’s messaging and personas.
- Make a measurement plan. Figure out what metrics your need to see to know if your plan is working.
- Build a conversion-oriented media plan that’s HIPAA compliant.
- Invest in local marketing optimizations.
- Set up user journey tracking on your website to better understand user flow
- Measure, measure, measure!
Year 2 - Get a Bit More Sophisticated
- Begin to make website updates based on insights from user journey mapping.
- Pick a CRM to implement and begin website integration.
- Continue to push conversion-oriented media, but add in some brand-building media.
Year 3 - Fine-Tune with More Data!
- Get even more sophisticated, now that your new website and CRM are rocking and rolling.
- Focus on user journey nurturing (including current patients) within CRM
- Execute a broader media play, with awareness through conversion tactics
Connect with Jenny: https://www.linkedin.com/in/jennybristow/