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Fresh Starts and Smart Strategies: Spring Cleaning for Your Healthcare Marketing
Spring is in the air, and you know what that means — it’s time to tackle the clutter! But before you Marie Kondo your closet, let’s talk about something even messier: your healthcare marketing strategy.
Yep, we’re looking at you, and those outdated blog posts, underperforming campaigns, and metrics we’d rather not discuss. If it doesn’t spark ROI (or return on investment), it’s gotta go. So grab your metaphorical mop — we’re diving into a full-blown marketing spring cleaning.
Spoiler alert: your strategy is about to feel fresher than ever before.
Why audit your healthcare marketing strategy?
It’s easy to approach your marketing the same way you have for the past 5, 10, even 20 years. But outdated strategies can be risky and downright costly. You can end up with misaligned messaging, wasted resources, and lost profit.
Regular audits are essential, especially in healthcare marketing. From compliance to evolving patient needs to new technologies, keeping your finger on the pulse of the marketing world is critical. It will uncover hidden opportunities, highlight underperforming areas, and help you reach your goals faster and more efficiently.
4 steps to spring cleaning your marketing content and campaigns
1. Take inventory of your content.
If you were tackling your closet, you’d start by taking a hard look at what’s stuffed in there — yes, even the dusty back corners you conveniently forgot existed.
The same goes for current marketing assets. Begin by identifying everything in your content closet, including websites, blog posts, emails, social media, and videos. Then, make a list of any recent or ongoing marketing campaigns.
This might take some time, but it’s a crucial first step to understanding what you’re working with. (Pro tip: Use tools like Google Analytics and Semrush to help you gather content and get organized.)
2. Evaluate what content is hitting the mark – and what isn’t.
Now it’s time to figure out what looks good on you and what isn’t flattering. In marketing terms, use website analytics and key metrics to assess how your content and campaigns are performing.
Some examples of analytics to collect include:
- Engagement rates: Are people interacting with your posts, videos, or emails? Look at likes, comments, opens, shares, and time spent on pages to gauge interest.
- Traffic: Which pieces of content are driving visitors to your site, and where are they dropping off?
- Conversions: Are your calls-to-action leading to desired outcomes like sign-ups, downloads, or appointments?
Once you’ve gathered the data, identify the stars of your strategy and the duds. Knowing what’s working and what’s falling flat is the first step to fine-tuning your strategy for maximum impact.
3. Take stock of your content’s relevancy and accuracy.
In the quickly evolving world of healthcare, what’s accurate today might be outdated tomorrow. This makes it crucial to constantly assess your content.
Start by reviewing your content to ensure it aligns with the latest medical guidelines and industry trends. Double-check statistics and claims for timeliness and validity.
Also, consider your audience’s current needs. Are you addressing their most pressing concerns right now? By pruning content that no longer serves your audience or aligns with best practices, you’ll keep your strategy fresh, trustworthy, and impactful.
4. Check for brand consistency.
Brand consistency keeps your healthcare marketing efforts cohesive and recognizable. Start by reviewing the tone and messaging across all platforms. Are they consistent and on the mark, or do they fluctuate and distract from your brand?
Then, audit your visuals, everything from website design to social media graphics. Ensure they align with your brand’s color palette, logo, and overall aesthetic.
If there’s any disconnect, your audience may struggle to trust or identify with your brand. By maintaining a unified voice and visual style, you’ll build credibility and ensure your marketing feels polished and professional.
Freshen up your marketing this spring
Doing an audit is one thing, but acting on what you uncover is what will increase your ROI and your company’s success.
Leverage what’s working by repurposing high-performing content. You might morph a popular blog into a video, drive traffic to a trending page with a social post, or update evergreen content with new data.
Now that you know what’s working, consider using similar strategies moving forward. Do patient stories seem to resonate with your audience? Are people engaging more with interactive social media posts? Take those approaches and incorporate them into old and new content.
Spring cleaning isn’t just for your home — it’s the perfect time to refresh your marketing strategies, too. Clear out the old, organize the new, and watch your business bloom.
Ready to dust off your marketing strategy and make it shine? Let’s chat and turn your cluttered plan into a polished success!