Volume 17
July 22, 2020
  • Start with why and learn how
  • Logical segmentation
  • Routinely trusted advice
  • Tagging defined
  • Different strokes for different folks
  • Communication flows
While professional missions start with reasons why, progressive growth plans accelerate by learning how. In formulating digital marketing strategies, new marketing techniques can quickly become intuitive tools integral to effective nurturing campaigns. Notably, with interactive patient dialogue goals, operational methods often mirror clinical processes. Case in point, consider definitive segmentation concepts.
For scheduling and best practice’s purposes, are patients carefully segmented? Might typical groups include current, new, referral source, younger, older, working status, lifestyle, listening challenges, first time or previous hearing device wearer, insurance coverage or not and budgets? Just as patient profiles shape periodic clinic interactions, this familiarity should professionally express how you stay in touch throughout the year via email and texting.
Logically segmenting your valuable contacts makes it easier to envision communication sequences that make sense. By seeing ongoing dialogue from recipient’s perspectives, we craft personally relevant messages that intently stimulate engagement, awareness, and motivation to learn about quality of life improvements.
As indicated, Automated Comorbidity Education (A.C.E.) “connects the dots” between patients’ medical conditions and research-based information they should know. While behavior change is challenging, especially during this COVID-19 era, routinely trusted advice can inspire positive steps. Whether related to diabetes, heart disease, kidney disease, dementia, depression, dual sensory loss, the risk of falls or ototoxicity, healthier habits, led by reputable influences, are often formed gradually, unlike “flipping a switch”.

To segment master contact lists properly, pertinent information should be complete. Just like thorough medical histories, understanding and reflecting the whole person is vital. In fact, accurate data sets the foundation for nurturing campaign’s ability to maximize positive influence. While verifying patient or prospect records, we categorize each with specific attributes or tags including:

  • Source of initial connection such as physician, friend or family referral, website inquiry, marketing initiative reply, community event or social media.
  • Common interests or educational needs with lifestyle or medically related issues
  • Engagement whether by phone calls, event attendance, diagnostic appointments, service opportunities, single product purchase, multiple product purchases or repairs. 
  • Triggers which initiate automated messaging sequences when specified events occur, or actions are taken.
  • Product that tracks when and which hearing devices or primary services are provided. 
Primary tag types lead nimble focus with proactive messaging sequences that, like clinical treatment algorithms, best fit each contact. From consumer perspectives, “different strokes for different folks” is a guiding principle. Consider how selectivity with housing, food, transportation, media, healthcare, entertainment, and leisure defines your buyer persona. By viewing contact’s hearing care preferences through a similarly granular lens, we are more likely to pique interest. For example, while healthy cooking advocates might enjoy The Food Network, those with older hearing devices may be intrigued by newly useful technological features.
What is a Buyer Persona | Buyer Persona Institute

Built from the real words of real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options to address a problem that your company resolves.

Read more
With communication wellness 80/20 focus, what segments and tags are highest priority for your practice? In proactively mapping out, what “feels right” to you with respect to initial message timing, natural sequencing, ideal frequency and healthy call to action? With patient-centric goals, what communication flow might be optimal for with those with:

  • Initial hearing devices recently invested in?
  • Moderate to severe hearing loss, who were tested but not helped?
  • Medical conditions putting hearing health or quality of life at greater risk?
  • Hearing devices approaching three years of use and warranty expiration?
  • Consistent track records of referring others to your practice?
In new clinical practice eras, unexpected catalysts can trigger crucial choices about how to methodically capitalize on competitive advantages to benefit all involved, including you and your practice. In going with the flow, next week’s issue will outline autopilot mapping of ethical email sequencing for healthy returns with precious resources and proprietary contacts. On new nurturing campaign roads straight ahead, I am confident your practice growth will be a sight to see.
Bruce Essman
High Definition Impressions (HDI)

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