We Are, Marketing Happy - A Healthcare Marketing Podcast Jenny Bristow, CEO at Hedy and Hopp

In this week’s episode, Jenny discusses conversion rate optimization (CRO) for paid media. CRO may benefit you if you are running a paid media campaign where results have stalled, you aren’t getting the conversions you expected, or you have campaigns that are underperforming.

 

Jenny brings up her time at Amazon and details the CRO Amazon employed to increase purchases. She then describes the 5 different types of CRO tests you can run to test the efficacy of your paid media.

 

Five Types of CRO tests:

 

1. Credibility/Authority

●        Address trust and credibility issues of the business and site

2. User Experience

●        Alter layout, design, or other user interface and user experience issues

3. Social Proof

●        Build trust by showing others’ experiences

4. Value Proposition

●     Overall messaging and value proposition (pricing, shipping, business experience)

5. Risk Reversal

●        Warranties, guarantees, and other assurances of safety

 

It’s important to run CRO tests to figure out what’s working and what isn’t when it comes to paid media performance. You never know what types of optimizations will have the greatest impact on your campaigns until you put it to the test.

 

Connect with Jenny:

https://www.linkedin.com/in/jennybristow/

With updated HHS guidance rocking the healthcare
marketing landscape, our analytics operations team conducted an audit to see
what marketing tools folks are still using in 2024.

 

Our team analyzed 118 websites from payers and
providers nationwide to see how people have responded to HIPAA guidelines. In
this week’s podcast, Jenny provides a snapshot of the current state of
healthcare marketing tools:

 

Overall

●       11.9% of healthcare websites have removed every tag and marketing pixel from their website

 

Google Analytics

●       70% still have GA4 installed on their website

●       45% still have UA installed on their website

●       25% are using GA4 exclusively, without UA

●       0.9% are using UA exclusively

 

Media Tracking and Tags

●       Over 55% are still using media or conversion tracking tags Forms

●       6.8% are using a form that isn’t HIPAA compliant

●       6.8% are using Gravity Forms, but may not be using the HIPAA-compliant version

 

Privacy-Forward Solutions

●       1.7% have Freshpaint on their website

●       2.5% use Piwik Pro

●       2.5% use sGTM

 

While these numbers illustrate that many providers and
payers have taken the first steps toward privacy-forward, compliant analytics
and tracking solutions, there is still so much room for improvement. As we
begin to see more enforcements related to HIPAA compliance,

 

HHS’s restructuring to focus on enforcement: https://www.hhs.gov/about/news/2023/02/27/hhs-announces-new-divisions-within-office-civil-rights-better-address-growing-need-enforcement-recent-years.html

 

Connect with Jenny:

https://www.linkedin.com/in/jennybristow/

Picture this:

●       You lack helpful reporting or real-time insights

●       Your website has a clunky patient interface

●       You don’t utilize personas or data driven media targeting

●       You find yourself reacting rather than proactively planning

 

If you can relate to any of these statements, your
organization is in need of digital glow-up. In this week’s episode, Jenny outlines a realistic three-year roadmap to become digitally sophisticated within your marketing organization.

 

Year 1 - Build the Foundation


Create or revisit your organization’s messaging and personas.
Make a measurement plan. Figure out what metrics your need to see to know if your plan is working.
Build a conversion-oriented media plan that’s HIPAA compliant.
Invest in local marketing optimizations.
Set up user journey tracking on your website to better understand user flow
Measure, measure, measure!

 

Year 2 - Get a Bit More Sophisticated


Begin to make website updates based on insights from user journey mapping.
Pick a CRM to implement and begin website integration.
Continue to push conversion-oriented media, but add in some brand-building media.

 

Year 3 -
Fine-Tune with More Data!


Get even more sophisticated, now that your new website and CRM are rocking and rolling.
Focus on user journey nurturing (including current patients) within CRM
Execute a broader media play, with awareness through conversion tactics

 

Connect with Jenny: https://www.linkedin.com/in/jennybristow/

When it comes to payor marketing, or marketing for insurance companies, planning for the year falls into two primary periods of the year: your open enrollment/AEP period and the off-season.

 

In this week’s podcast, our CEO Jenny Bristow breaks down how to plan your marketing efforts for these two stages of the year to maximize marketing success:

 

Always On

During your slow time of year


Focus on brand awareness efforts for paid media, some acquisition (don’t go dark!)
Now is a great time to do website updates/redo
Ensure measurement plans and dashboards are in a good place (including patient privacy clean-up work)
Integrate new tools, like CRM, email marketing, etc.
Put some time toward persona development and user journey optimization
Roll out and test content marketing strategies

 

Open Enrollment & AEP

During your busiest season


Ramp up your conversion-oriented media programs
Limit website changes, testing and tracking programs only
Test persona-based messaging and optimize, optimize, optimize!

Implement the right marketing tactics at the appropriate time of year to leverage both stages of the payor marketing year.



Connect with Jenny:

https://www.linkedin.com/in/jennybristow/

https://calendly.com/jennybristow 

In this week’s episode, Jenny compares the two primary types of marketing agencies: brand agencies and performance agencies. Brand agencies are focused on big-picture, brand awareness efforts to make sure your brand is well known. Performance agencies, like Hedy & Hopp, focus on the finer details to make sure campaigns are driving strong results.

There are three aspects to consider when considering working with a brand or performance agency:

 

Campaign Strategy

A brand agency will focus on awareness tactics, like TV and programmatic, to make sure your brand is well known. On the other hand, campaigns from a brand agency will be specific and conversion-focused. Performance agencies may work to develop specific personas to make sure your brand’s message is effectively reaching the right audience. 

Reporting Specificity

With a brand agency, don’t expect a lot of detail when it comes to reporting. Brand agencies aren’t necessarily results-focused, whereas performance agencies are. Performance agencies produce robust reporting, measured all the way to conversion, with a heavy focus on ROI. Performance agency reporting can get very granular to let you know what’s working and how campaign performance can be optimized for even better results.Technical Ability

Simply put, brand agencies may have gaps when it comes to technical knowledge. Since brand agency campaigns emphasize brand awareness, they aren’t built to know everything about website conversion tracking or how a website tool works, whereas a performance agency is.

 

Both brand and performance agencies have specific strengths to consider before working with them. While H&H primarily operates as a performance agency, we do have team members from brand agency backgrounds to fulfill your organization’s brand awareness needs, too.

 

Connect with Jenny:

https://www.linkedin.com/in/jennybristow/

https://calendly.com/jennybristow

In today’s episode, Jenny shares her top four tips for marketing on a budget. The vast majority of folks in the healthcare space operate on a smaller budget, and Jenny shares the following tips for maximizing marketing performance when budgets are tight:

 

Know your audience. Who are you marketing to? Develop and understand personas around your target audience, so that you know you’re effectively reaching them.

Create an annual plan. Rather than playing catch up or trying to squeeze a lot of results into a smaller time frame, create an annual plan that maximizes your budget throughout the year to drive consistent results and growth.

You are a bottom funnel marketer! Be sure to target people who are actively looking for the services you offer and are actively seeking a solution to their problem. Be sure to leverage Google Grants if you are a nonprofit.

Build a measurement plan and dashboard. Make sure you understand your marketing performance and results. Track all key actions on your website, so that you can effectively optimize performance for prospective customers.

 

This episode is worth the listen, as Jenny shares all the details marketers need to know when marketing on a budget.



*** NOTE - Google Grants has updated its eligibility requirements, and hospitals/healthcare providers are no longer eligible! Your foundation/charitable arm can likely still be eligible. ***

 

Connect with Jenny: 

https://www.linkedin.com/in/jennybristow/