Social Marketing: Linking Campaign Cost to Campaign Income

Social Marketing Performance Metrics and Campaign Results

Overall, there’s a low satisfaction rate with social marketing campaign results for physicians and hospitals, especially in medical tourism and concierge medicine.  Most of our clients mention that they’ve spent considerable budget on getting to know their target market and personas first, rather than “Howitzer” blast strategies.  They first learn about the target personas and then pay respect to them in the form of carefully drafted messaging that featured shared social causes and health interests, shared social beliefs, allowing commentary and feedback and unbiased, transparent points of view.

Social Marketing Defined for the Record

Creating a social presence and using that social presence to drive conversions

Conversions Defined

Spans everything from loyalty to acquisition to retention to customer service metrics to satisfaction to truly strange recency calculations linking site to social to mobile to generating bankable cash on a deposit ticket at the bank.

What to consider before spending significant budget on social media campaigns

1. Which platform to choose. There are too many and each day additional platforms pop up all around the world. Just reviewing their target audience takes time. Will it be worth participating in every one?  Will you plan a different campaign strategy for each one? How do you decide?  This is all very personal and strategic.

2. Which platform will your audience jump to next? Audiences and engagement in social media platforms is essentially “nomadic”.  This is predictive but takes time, money and market research. That’s part of the essential campaign budget, per campaign.

If you are a physician, you have not only Facebook company pages and Tweet streams, but Pinterest, Slide Share for Patient education materials, BlogTalkRadio for podcasting, Vimeo and YouTu.be for video messages, and then there’s the whole ratings world of Vitals.com, ZocDoc, HealthGrades, Google+, Yelp, AngiesList, and more. In addition, now, little private listing services want money per year too such as Concierge MedicineToday, MedVoy, PlanetHospital, PlacidWay, and others who charge providers to be listed and then a per click fee even if there is no sales conversion at the end.

3. What are your performance KPIs?  Many companies planning 2014 social media campaigns have implemented three-year strategies that must draw revenues in year one. That’s not realistic for most.

Will social marketing be a learning experience for you? or a revenue generating machine?  What’s your strategy for 2014?

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