Town Hall – The New Marketing Strategy Post Pandemic

Questions: The NEW Marketing Strategy Post Pandemic

What have you found to be most successful in marketing occ med services to current and potential clients?
How do you determine what your clients are looking for?
How do you find the right medium for marketing?
What drives the marketing budget?
Who is usually responsible for the marketing decisions in the program?

Audio:

The COVID-19 pandemic has had a profound impact on the way businesses operate, including the field of occupational medicine. As we navigate the post-pandemic landscape, it is crucial for occupational medicine providers to implement new marketing strategies to effectively reach and engage current and potential clients. In this blog post, we will explore key insights from a recent town hall session on new marketing strategies post pandemic, featuring industry experts David Leski and Ira Pastor. We will discuss their recommendations on how to successfully market occupational medicine services in this evolving landscape.

Segmenting and Tailoring Messages:
One of the challenges faced by occupational medicine providers during the pandemic is reaching employers and human resources professionals who were working remotely. To overcome this challenge, David Leski suggests segmenting and tailoring marketing messages specifically to industries. By focusing on the unique needs of each industry, providers can capture the attention of employers and increase email open rates. For example, sending targeted messages to construction companies about the importance of hearing tests for construction workers can lead to higher engagement and better results. It is essential to keep messaging relevant and personalized to make an impact in a saturated market.

Keeping Your Website Up to Date:
Your website is a vital resource for sharing information and marketing your services. David Leski emphasizes the importance of keeping your website and social media platforms updated, particularly regarding COVID-19 information. This includes state protocols, testing options, vaccination updates, and any other relevant information. Prospective clients often visit websites to gather information, so it is crucial to provide accurate and up-to-date content. Keeping your website as a central hub for information will enhance your credibility and increase your chances of attracting new clients.

Regular Communication and Conversations:
Effective marketing goes beyond traditional advertising and includes active conversations with leads and prospects. David Leski emphasizes the importance of having regular conversations about the healthcare concerns of employers. By listening to their challenges, understanding their needs, and providing solutions, you can build trust and establish your expertise. Regular strategy calls with clients can offer valuable insights into their healthcare costs, concerns, and overall business goals. Sharing this information with your staff and incorporating it into marketing strategies ensures that everyone is aligned and able to address client needs effectively.

Webinars and Virtual Meetings:
In a virtual world, webinars and virtual meetings have become essential tools for networking, education, and marketing. Both David Leski and Ira Pastor suggest taking advantage of these platforms to engage current and potential clients. Webinars allow you to share knowledge and expertise while offering opportunities for interaction and relationship-building. You can invite current clients and leads to join these webinars, providing a platform for them to network and share their experiences. Choose topics that are relevant to the industry and highlight the value of your services in addressing their specific challenges.

Marketing Budget and Staffing:
Allocating a budget for marketing is a crucial aspect of any successful marketing strategy. While there is no one-size-fits-all answer to determining the marketing budget, it is essential to consider your practice’s revenue, goals, and market potential. David Leski suggests having a dedicated marketing director or a team member responsible for marketing efforts. This individual should possess an understanding of marketing principles and have the skills to execute effective campaigns. Collaboration with the overall marketing department, if applicable, is also crucial to ensure consistency in messaging and branding.

As the world emerges from the pandemic, occupational medicine providers must adapt their marketing strategies to the new normal. By segmenting and tailoring messages, keeping websites updated, engaging in regular conversations, utilizing webinars and virtual meetings, and allocating an appropriate marketing budget, providers can successfully market their services. It is crucial to stay nimble, responsive, and adaptable to evolving trends and needs. By following these recommendations from industry experts, occupational medicine providers can effectively meet the challenges of the post-pandemic landscape and thrive in their marketing efforts.