When my team develops a new integrated physician marketing program, we first assess the business objectives (patient acquisition, physician retention, etc.). Then we enter into a strategic process to determine what communication channels and platforms will enable us to cost-effectively reach the target audience within the context of their lives. Are they Facebook users? Do they commute to work using trains or buses? Are they blog readers? The formula is never just print, radio and TV.
Signature Healthcare’s physician marketing program definitely takes a multi-channel approach. The campaign is delivered via transit ads, web banners, a dedicated microsite, pay-per-click elements, one television spot adapted from the physician videos, print ads, social media and internal communication vehicles (posters, presentations). Below are a few components of the campaign featuring one of the 52 physicians we have highlighted – Dr. Michael Dern.
Transit Ads (You can click on images to enlarge)
Here’s a sample web banner from the campaign:
Here’s a print ad featuring Dr. Dern:
Here’s Dr. Michael Dern’s video that has been leveraged across a number of digital platforms (Facebook, YouTube, Google+ and more).