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Case Study: Drive Patient Volume With Marketing and Engagement

Posted Apr 17 2012 7:53am
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Posted by: on Apr 17, 2012 |

Sometimes we see how other unrelated industries are marketing, and it informs some of our ideas in healthcare. Here is a case like that with Pepsi. Take a look to see what healthcare marketing can learn…

Pepsi is facing a shrinking market for carbonated beverages in North America (thankfully). This, of course has negatively impacted earnings. So Pepsi held a strategy conference with top executives lasting almost a month to figure out how to reverse this trend. So, what did they decide?

Just a note about digital media: What Pepsi and other consumer brands are finding is that “engagement” is the digital metric you want to track. It’s not about how may “hits” or “page views” or “time spent on the site,” or my personal favorite metric that I hate “awareness.” These metrics are becoming meaningless.

Examples of actual interactions include downloads of coupons, surveys, assessments, white papers, questions submitted for answers. All the actions a consumer might take to get into a conversation with you. And sometimes this online conversation is founded on credibility that leads online users to give you their contact information. Engagement is value, and it’s something you need to be measuring.

So, what can we take away from Pepsi’s case study?

That it’s time to rethink the way you’re marketing.

And it’s likely time for you to reallocate your marketing budget to better engage your patients online.

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