{"id":1795,"date":"2019-09-10T16:09:56","date_gmt":"2019-09-10T23:09:56","guid":{"rendered":"https:\/\/ascentblog.org\/?p=1795"},"modified":"2019-09-06T16:12:19","modified_gmt":"2019-09-06T23:12:19","slug":"mastering-the-art-of-direct-to-consumer-marketing","status":"publish","type":"post","link":"https:\/\/ascentblog.org\/mastering-the-art-of-direct-to-consumer-marketing\/","title":{"rendered":"Mastering the Art of Direct-to-Consumer Marketing"},"content":{"rendered":"\n<p>Health care organizations rely on marketing to increase sales\njust like other companies, but when it comes to targeting consumers directly,\nthey often lag behind other industries. By focusing on campaign performance and\npatient satisfaction, they can learn to improve their overall marketing\nefforts, making them more cost-effective and successful.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">DTC Strategies to Optimize Marketing Campaigns<br> <\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/ascentblog.org\/wp-content\/uploads\/2019\/09\/letter-mail.jpg\" alt=\"\" class=\"wp-image-1796\" width=\"498\" height=\"342\" srcset=\"https:\/\/ascentblog.org\/wp-content\/uploads\/2019\/09\/letter-mail.jpg 640w, https:\/\/ascentblog.org\/wp-content\/uploads\/2019\/09\/letter-mail-300x206.jpg 300w\" sizes=\"(max-width: 498px) 100vw, 498px\" \/><\/figure><\/div>\n\n\n\n<p>There are a variety of reasons why healthcare organizations\noften fall short in their direct-to-consumer (DTC) marketing campaign efforts.\nFor starters, competition has traditionally been light and reimbursement levels\nhave remained steady for a long time. However, with the cost of health care\nskyrocketing, many payers have negotiated lower in-network reimbursement rates\nor denied claims, leading to financial losses for a lot of providers. And with\nan increase in the number of costly chronic conditions that require treatment,\nreimbursements continue to fall. Add to this advances in medical treatment that\nhave extended lifespans and you\u2019ve got higher long-term costs.&nbsp;<\/p>\n\n\n\n<p>In order to counter these trends, providers need to find new\npatients. Many are turning to DTC campaigns, but without much prior experience,\nmany of these amount to shots in the dark with little forethought and strategy.\nA successful DTC campaign requires more than a website and a bit of search\nengine marketing and a few local ads\u2014even when these efforts do yield leads,\nit\u2019s almost impossible to determine where they originated, especially when all\ninformation is sent to the same phone number or web form. This makes it\ndifficult to determine where marketing dollars are being spent most\neffectively.<\/p>\n\n\n\n<p>You can improve your DTC marketing efforts by utilizing\nmarketing tools that track activity through all stages of the campaign.\nSoftware has the ability to link every phone call or web form to specific ads\nand individual keywords, leading to a higher percentage of profitable patients\nbased on their conditions, treatment, and insurance reimbursement. Third-party\nproviders do offer this technology, but it\u2019s too cost-prohibitive for many\npractices (which defeats the purpose of trying to reduce costs). However,\ncloud-based technology can be used to build a virtual data warehouse and sort\ninformation from various marketing campaigns and electronic medical records,\nallowing practices to gain valuable insight easily and efficiently.&nbsp;<\/p>\n\n\n\n<p>With a little research and creativity, health care providers can\ncatch up with the rest of the industry and develop better, more efficient DTC\ncampaigns.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Health care organizations rely on marketing to increase sales just like other companies, but when it comes to targeting consumers directly, they often lag behind other industries. By focusing on campaign performance and patient satisfaction, they can learn to improve their overall marketing efforts, making them more cost-effective and successful.&nbsp; DTC Strategies to Optimize Marketing&#8230;<\/p>\n","protected":false},"author":3,"featured_media":1796,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"schema":"","placeID":"","no_match":false,"name":"","company":"","review":"","address":"","city":"","state":"","zip":"","lat":"","lng":"","phone1":"","phone2":"","fax":"","mon1":"","mon2":"","tue1":"","tue2":"","wed1":"","wed2":"","thu1":"","thu2":"","fri1":"","fri2":"","sat1":"","sat2":"","sun1":"","sun2":"","hours-note":"","footnotes":""},"categories":[4],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mastering the Art of Direct-to-Consumer Marketing | ASCENT: Administrator Support Community for 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