Getting The Most Out of Short Window Patient Acquisition Campaigns
When working on population health patient acquisition campaigns, you may be faced with a limited window of time in which growth can take place, sometimes referred to as an open enrollment period. Patient acquisition/open enrollment campaigns require extensive preparation— not only to execute the plan you’ve worked hard to develop but to prepare for the unexpected! As you gear up for campaign launch, it’s important your team is ready to analyze and optimize at any point during the campaign. Here are some tips to consider:
- Keep your eyes and ears open
With any extensive and highly-integrated campaign you should always be observing the competition and market noise. It’s critical you don’t rely only on vendor reports, Google alerts, or competitor audit/analysis tools. It’s important to consume media as your target audience would. Read the newspaper they’re reading, watch the news programs they’re watching, and hang out at the places they are going to. It’s within these areas you often uncover the most telling insights. You may realize how confusing it is for them as they are hearing from various medical groups, specialists, insurance plans and even the government. Being able to see the whole picture allows for better strategy and positioning to cut through the clutter.
- Collaboration is key
There are many players involved in executing an integrated patient acquisition campaign and each should be leveraged in their respective lanes. For example, the social media manager should be reviewing community pages and the social media pages of competitors and health plans, while looking for new niche opportunities. The grassroots manager who’s exhibiting at community events should be collecting printed materials, taking photos, and talking to consumers and other exhibitors for first-hand accounts and intel. If everyone on your team is doing their part, it makes for a more productive process. The team should be coming together often to share what they’ve learned, so that others can be more in tune with these happenings when executing within their specific channels.
- Watch the data closely
Dashboards are essential if you’re running a fully integrated campaign that includes unique tracking by channel and results in leads. The dashboard should serve as a central place to view performance by channel along with timing and message. Having all this information allows you to quickly identify which channels or messages are not performing, so dollars and strategy can be shifted. At the same time, you can quickly recognize areas that are generating high engagement to adjust the campaign accordingly.
- Modify & move quick
With a campaign window of only 8-10 weeks, you must be ready to quickly execute if you plan to make any adjustments that will have an impact. Make sure you have a game plan before the campaign even begins. Know the lead times against each channel to prepare for changes to creative or messaging and give your key stakeholders a notice on proofing and approval turnaround times so items don’t get held up. You should stay closely connected with compliance and/or other members of your team that will weigh in heavily on brand positioning. It’s also important to make sure you have resources available specifically for optimizations.
Open enrollment periods are often thought of as the most crucial time for medical groups as well as health plans, and marketing campaigns play a key role. With such a short timeframe, there is little room for error. It’s important to monitor the campaign’s performance closely, meet with your team frequently, and be nimble enough to optimize the campaign at a moment’s notice.