Measurement of the tactical efforts:
Marketing automation and return on investment ROI tracking are critical pieces of the puzzle for businesses now. On a basic level, Google Analytics offers every organization, for free, good baseline analytics that show who is visiting, allow for the creation of goal-conversion campaigns (for instance the download of a whitepaper or document on your care services.)
More sophisticated ‘inbound marketing’ or ‘lead generation’ services are dives into ‘big data’ – truly understanding WHO is coming to your web site (by name) and systematically reaching out to them by content creation targeted at specific keyword searches. They’re out looking for your services, your caregivers and families. If you’re not on their searchable radar, your organization is, for marketing purposes, invisible.Read More
The tactical plan
Developing a tactical marketing plan is a critical function of executing a marketing strategy. Very often companies start here tactics when they start marketing. It’s the most visible and most recognized aspect of marketing, but unless you are following a strategy, your tactical efforts might be shots in the wrong direction, yielding little chance of success.
At this point in your process, you have determined a goal and a direction for your organization, you have segmented your markets, and you understand the competitive and business environment. In a model not unlike a large road trip, you know where you’re going, where you’ll stay, what route to take and the amenities you’ll need along the way. Now it’s time to put those into action.Read More
Every organization is a marketing organization today. Businesses that develop an externally focused, customer-centric strategy are the businesses that will grow and thrive. Marketing-driven companies build their business structure from the ground up to develop products and services aimed at customer needs. Behavioral healthcare organizations – whether an outpatient substance abuse and psychiatric clinic or a residential care facility will thrive with the same attention to marketing.Read More
Marketing beds in private residential programs has become increasingly difficult. Some of this difficulty is caused by the cost of the program, but I believe the greatest difficulty is being able to demonstrate to families that the end result will justify the cost. Many programs find this difficult and they often resist tools that will help them market as well as improve what they do every day. When you sit down with mom and dad to discuss with them the benefits of being in your program, they are often looking for more than nice stories and beautiful grounds. Many times they have been through this before and have heard the stories only to have their loved fail again. How are you different in making a change in people’s lives?