Business leaders in every industry are aware that morale must always come from above. When management works in a coordinated manner and works together to get their common message across the company, they awaken loyalty, trust, and confidence in their employees to their own brand, mission, and goals.
Ideally, marketing then conveys this message to the company’s target audience. However, marketing today takes place simultaneously in many channels and in a variety of formats, and many brands find it difficult to articulate messages that they would be able to spread across all such channels.
This situation creates pick-up marketing, unrelated strategies, and inconsistent branding. So what is the solution?
Integrated marketing, also referred to as multi-channel marketing, allows a brand to achieve its business goals with synchronized messages across channels, no matter what market it represents. Let’s see what is needed for this!
WHAT IS INTEGRATED MARKETING?
Integrated marketing is a multi-channel marketing strategy that aims to deliver the same message simultaneously across multiple channels and platforms. These can be, for example:
- Traditional ads
- Oral tradition
- Online marketing
By deploying a variety of channels, you can reach your ideal customers in many places and points of contact and accompany them through the conversion funnel.
So why is it so important to address this for the sake of your company and your brand image? Why can’t the social media and website marketing team work independently? Why does an SEO professional need to communicate regularly with an offline ad marketer?
Because segregated strategies dilute customer confidence and reduce the effectiveness of marketing campaigns.
ADVANTAGES OF INTEGRATED MARKETING OVER SEGREGATED STRATEGIES
Integrated marketing offers several important benefits to a healthcare organization, hospital, or practice:
- Creates a complete brand experience : A complete brand experience enhances brand awareness, builds deeper relationships, and encourages your target audience to take conversion steps.
- Position your brand as a thought leader : Thought leadership reinforces the credibility of your brand, which is one of the basic conditions for anticipated trust in healthcare.
- Boost Sales : When you launch an integrated marketing campaign, your brand gets more publicity, meaning you can reach a larger audience. If your strategy is effective, this larger audience will mean more sales.
WHY INTEGRATED MARKETING IS ESSENTIAL FOR A HEALTHCARE BRAND
As the patient experience factor becomes more important in healthcare consumerism, and the epidemic forces health care in a more digital direction, it is vital for healthcare brands to meet these new and changing expectations and to communicate this clearly to their customers.
By integrating marketing communications through all relevant online and offline channels, your healthcare company can expect the following opportunities:
1. IT CAN OFFER A CONNECTED CONSUMER EXPERIENCE
Hospitals and healthcare organizations have more options than ever before to connect with their customers at as many points of contact as possible. Already in 2017, 95% of customers contacted a company through three or more channels.
Providing a coherent, positive customer experience is essential for companies looking to strengthen their customer relationships.
2. YOU CAN REACH ALL TARGET AUDIENCE SEGMENTS
An integrated marketing strategy allows healthcare brands to reach their audiences where they are most likely to spend their time. This not only results in wider reach but also more effective marketing.
For example, if a clinic only promotes itself on social media, it may miss out on potential patients searching on Google or listening to the radio.
3. IMPROVES THE PERFORMANCE OF YOUR MARKETING CAMPAIGNS
Integrated marketing means that traditional marketing methods and more modern forms of digital marketing are constantly supporting each other.
This approach increases the chances of appearing through a variety of channels, helps your target audience remember your brand, and communicates a coherent brand story toward consumers to drive them further through your marketing funnel.
4. YOU CAN SAVE MONEY AND TIME WITH IT
As a healthcare leader, you certainly want to cut costs and streamline your business processes at the same time. So here are two more compelling reasons to focus on integrated marketing:
Time: An integrated strategy can save a lot of time, which you can then spend on other useful tasks (such as providing better quality materials, more detailed analysis, etc.)
Money: Integrated campaigns reduce as well as different advertising editions, as many platforms use the same text and design elements in their campaign materials.
6 KEY ELEMENTS OF AN INTEGRATED MARKETING CAMPAIGN
If what you’ve read above was compelling enough, you’ve now started to think about how you can put together an integrated marketing campaign for your own business as well.
With such an integrated campaign, you can promote a product or service on multiple platforms at once to provide a coherent branding experience for your target audience.
Here are the key elements of such an integrated campaign:
1. COMPATIBLE OR COMPLEMENTARY OBJECTIVES
There are many benefits to having corporate goals set in parallel or even complementing each other. Examples of such benefits include time and money saved and increased brand awareness and loyalty.
This will not only ensure that your online and offline channels will not only communicate a comprehensive message, but also allow marketers to work more smoothly.
2. A WELL-COOPERATING TEAM
No matter how big a company is, collaboration between departments and teams is essential to designing and implementing a coherent, integrated campaign. Instead of competing with each other for resources, members of a good team will be able to work in sync, resulting in faster and more effective marketing content.
3. A MIX OF THE RIGHT MARKETING CHANNELS
No company needs all the existing marketing channels and tools. In order to avoid wasting money and time, the selection of the necessary channels needs to be carefully considered, so a good strategy is needed first and foremost.
4. RELATED MESSAGES
In order to implement integrated marketing, it is essential to communicate related messages across all employee channels. Without this, the image of a strong brand identity in the target audience cannot be created, and loyalty to the brand can be shaken. When you equate your hospital with positive values and ideologies, your target audience will see it as a trusted, honest brand.
5. RELATED BRANDING
Cohesive branding creates a unified, hospitable experience for existing and new customers. Everything from the logo to the colors used in the messages belongs to the identity of a brand.
6. CONTINUOUS PERFORMANCE MONITORING
Marketing is not something you do once and then leave. You should constantly monitor the performance of all segments of your campaign and make any necessary adjustments where appropriate.