Healthcare Marketing Today

Making Radio Relevant

RADIO ADVERTISING
BUREAU
Presented by:
Monica Wurstle, President

A full-service healthcare consulting firm

MONICAWURSTLE@AOL.COM
Naples, Florida

239-537-8377
INDUSTRY FEAR FACTORS – 4 R’S
REFORM
Medicare, EHR

REGULATION
Compliance, HIPAA, Accreditation, Licensing

REIMBURSEMENT
Insurances, Bad Debt

RECESSION
Encroachment, Under Utilization, Charity Care
Fear of Advertising – Why Radio ?

Dailies? Weeklies?
Television? Radio?
Website? Direct Mail?
Pay Per Click?
E-Newsletter? Yellow Pages?
Community Events?
Sponsorships? Hospital Events?
Physician Marketing ?
Lifestyle Magazines?
Medical Society Initiatives?
Overcoming Perceptions about Radio

Fear of Peer Perceptions

Good Doctors don’t need to advertise.
Advertising makes me seem desperate.
I need to build referrals not advertise.

ANSWER
Doctors are Consumers Too !
Overcoming Perceptions about Radio

Fear of Radio
Radio is hard to do, time consuming and expensive.
“I’ve spent money on ads and got no results.”
Newspaper, Magazine is easier.

ANSWER
Show, Don’t Tell !
Overcoming Perceptions about Radio

Fear of Cost versus Return on Investment

Yellow Pages cost a lot but all my patients use the phonebook.
I spent money on internet and am not getting a thing from it.
We don’t track where new patients are coming from.

ANSWER
Reach, Frequency, Traffic,
Call to Action !
NEVER GIVE UP

48% Never Follow up with a Prospect

25% Make a 2nd Call then Stop

12% Make a 3rd Call then Stop

Only 10% of Sales Pros Go Beyond 3 Contacts

80% of Sales Made on 5th to 12th Call !

You’re in the Door – Now What?

 Ask the Right Questions –

What do they want… not
What do you need to sell

 Know Their Business, challenges and opportunities

 Research the providers competition
 Review your resources - add value

BE THE MARKETING PARTNER THEY TRUST AND TURN TO.

What They Want – Ask Yourself?
HOW WILL MY STATION HELP YOU …

 Increase Volume of Preferred / Insured Patient

 Increase Physician Referrals / Utilization

 Increase Revenue, Control Expenses - ROI

 Gain Respect / Awareness by Patients and Colleagues

 BE KNOWN AS THE EXPERT IN YOUR FIELD

Research - What to Ask & Why
 Define what the provider wants to achieve.

Revenue
Patients
Recognition as brand leader / expert
Market Share
Expand practice – new physician, office, service

 What are the top 5 services you provide?

 What part of business would you like to grow?
 How will you measure or track the success of your advertising?
 What is your Call to Action
 The Ultimate Insiders Tip

The Continuum of Care

Generate New Sales, Bigger Deals,
Long Term Relationships

- Think, Work and Create like the Providers Do

- Build prestige, strength and referrals among participating providers
- Provide affordable introduction into broadcast
- Position station as The Community Health Partner
- Capitalize on National Health Observances
 A Continuum of Care
Women’s Health
WOMEN

Obstetrics Gynecology

Low Risk - Reproductive

High Risk IVF - Genetics

Perinatology
Family Planning
Neonatology

Childbirth,
Male Urology
Midwifes

DME - Safety

Pediatrics

Pediatricians
Sub -Specialists
Women’s Health Continuum continued
WOMEN

Gynecology Uro-gynecology

Adolescent Aging Bladder

Annual Exams
Teen Health Menopause Incontinence

Mammography Mammography Surgery, Meds

Laboratory Bone Density Rehab, Nutrition

Counseling
Pelvic Disorders Cancer,
Fitness, Support
Organ prolapse Orthopedics

Cancer, Surgery Diagnostic

Medication Surgery, Meds

Counseling,
Counseling, DME
Diagnostics,
Plastic Surgery
Rehab,
 Women’s Health Campaign
Package Options

 10 – 15 spots
 Medical Minute – on air/online rotate experts
 Web Banner w/link & SEO
 10 fixed sponsor billboards
 Tell A Friend on air/online, social networking
 Wellness Event - at Mall, at hospital, multi-sites
 Women’s Nite Out – at Conference Center, Hotel, Restaurant,
Hospital …
 A Continuum Review– by Diagnosis
DIABETES

Adult &
Pediatric

Internal Med Vascular

Cardiology
Family Practice
OB/Gyn Subspecialty Vein Centers

Neurology
Opthalmologu ENTs Podiatry Kidney
Neuropathy
Optometry Hearing Centers Foot & Ankle Nephrology
Headache
Vision Centers Hearing Aids Specialty Shoes Urology
Sleep

Endocrinology Hospital,ADA Pharmacy

Weight Loss Wellness,
Orthopedics Diabetes DME
Fitness Centers Support Groups
Rheumatology Education Grocery Stores
Diabetes Health Campaign Observances

March, April, May – 13 weeks

 Diabetes Day
 Kidney Month
 Vision Month
 Foot Health Month
 Women’s Eye Health Month
 Hearing Month – Lifestyle radio
 Stroke Month
 Physical Fitness Month
 Irritable Bowel Month
Provider Campaign Observances

March, April May – 13 weeks

 Doctor’s Day, March 30
 Health care Volunteer Week
 Lab Professionals Week
 Nurses Week
 Hospital Week
 Nursing Home Week
 Emergency Services Week
 Medical Transcriptionist Week
Seasonal Health Campaign

June, July, August – 13 weeks –

Family Fitness
Summer is A Great Time to Get Fit
Schedule elective procedures, annual check-ups, screenings
Provider Volumes Down

 Men’s Health Month, June

 Women’s, Children Health – July, August
 Back-to-School, Immunization Month
Using the Continuum to
Plan, Propose and Sell
 Station Support is CRITICAL to Success
 Define Group of “like” services, package and sell.
 Add value of station resources – Website, print, promos
 Proven Campaigns :
 Fixed billboards, sponsorships – Your Health by …
 Medical Minute – health news breaks
 Your Diabetes Health Station
 Talk Stations - Forum on (Disease, Lifestyle, Topical issues)
 Tell-A-Friend – 6 to 13 weeks (facebook, twitter, myspace)
 Women’s Nite Out – 2 or 3 times a year
 Health Fairs, sponsorships, events – annual
 Medical Societies, Medical Affairs, Medical Ed sponsorships
Don’t Forget Your Website !

RADIO AND THE WEB –

THE NEW POWER COUPLE

 Use your Traffic, SEO, Metrics to Entice Providers

 Use Your Newsletter Subscribers for Extended Promotions

 Use Podcasting to Create Win-Win Internet Marketing

 Create New Value for Your Advertisers

WHEW ! It’s Over !

 Healthcare is complex – World of Opportunity

 Understand Fears to Gain Respect and Overcome Objections

 Use the Continuum and Observances to Create

multi-faceted campaigns to MANY not just a few

 Promote, package and sell ALL your station’s

strengths and resources

 Position your station as the HEALTH EDUCATION STATION

Thank You for This Opportunity!
National lecturer on Healthcare Topics
providing on site training, workshops and
seminars to improve sales and understanding.

 Strategic & Tactical Marketing Plans

 Branding & Identity
 Logo development and collateral materials
 Campaign Development & Implementation
 Print, Broadcast and Online Advertising
 Patient, Consumer, Physician Relations
 Community Outreach & Special Events
Monica N. Wurstle
 Marketing Research and Tracking
President,
 Patient Satisfaction Healthcare Consultant
 Customer Service Training monicawurstle@aol.com
 Internet Strategy, Websites, SEO, PPC, Social Media 239-537-8377
Naples, Florida