●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●

●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●

Marketing Tactics You

Should Try Today

Healthcare IT Marketing and PR Conference

May 8, 2015

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About the Presenter

Cheryl PederzoliMarketing, Quest Diagnostics

Cheryl Pederzoli has over 10 years of marketing experience in healthcare and

has experienced first-hand the many ways to market to physicians and

healthcare organizations. Enjoying the daily challenges that marketing brings,

Cheryl's experience in social media, marketing automation, content marketing,

and digital promotion has made her an expert in lead generation.

Currently a marketing manager at Quest Diagnostics promoting their

ambulatory technology solutions, Cheryl has seen tremendous success by

taking advantage of the traditional and not so traditional tools available to

marketers. Prior to joining Quest Diagnostics, Cheryl was the Marketing

Director at Origin Healthcare Solutions driving sales of their software and

services through strategic marketing programs and support of the sales team.

She earned her Bachelor of Science in Business with a concentration in

Marketing degree from the University of Connecticut.

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Agenda

● Experiences with Social Media in Healthcare

● Automate Your Marketing

● Increasing the Bang of your Webinars

● Infographics, Direct Mail, Referrals and Google

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http://www.mullen.com/back-by-popular-demand-the-new-marketing-ecosystem-poster/

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Social Media

What do you use?

●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●

Social Media

Experiences

Twitter Facebook LinkedIn Google +

Outbound Marketing

to Doctors, Hospitals

and Health Systems

✓

Good for

sharing and

finding

news

Very little

success

✓

Good for

sharing and

connecting

with

prospects

SEO

Outbound Marketing

to Patients

✓

Sharing

and

receiving

feedback

✓

Sharing

and

engaging

Business

Listings

●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●

Social Media

Embrace LinkedIn

Lots of ways to utilize

1. Paid display Ads ($)

2. Sponsor/paid updates ($)

3. Building a company page and posting news

4. Managing a group to engage clients or prospects

5. Participating in industry and groups discussions

6. Use to find and connect with prospects, consultants

and influencers

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LinkedIn

Train Your Sales Team

LinkedIn requires 1-to-1 interaction.

Your sales team must be involved if they want to close sales.

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Social Media

Build a Blog

Pivotal to many initiatives

● Content marketing

● SEO

● Storage of content to post to

social channels

WordPress is used by 60.4% of

all the websites whose content

management system we know.

This is 23.8% of all websites.

-W3Techs http://w3techs.com/technologies/details/c

m-wordpress/all/all

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1. If you have the time to use Social Media,

use the right channel for your audience.

2. Embrace LinkedIn if you do B2B sales and

train your sales team to use LinkedIn

3. Build a blog if you don’t have one. It will

compliment your social media. Easy to

setup one at Wordpress.com (they host) or

install Wordpress on your webserver.

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Automate Your Marketing

59% of B2B Fortune 500 Companies Use Marketing

Automation

Healthcare Organizations using MA

Avalere Health

Boston Children’s Hospital

GE Healthcare

Kaiser Permanente

Kindred Healthcare

McKesson

NextGen Healthcare Information Systems

Quest Diagnostics-IT Division

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Marketing Automation

Functions

●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●

Automate Your Marketing

Select the Right Size

Paid, Free, Wordpress Plug-Ins, eMail Services, Webforms

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Marketing Automation

Resend Emails

1. Send email campaign

2. Wait 3-5 business days

3. Resend those those who

did not open the first

email

Increase the number

of people seeing

your email by 50%

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Marketing Automation

Train Sales to See the Insights

If your marketing automation

tool integrates with your Sales

CRM...

Your sales team can see what

the prospect has received,

opened, filled out or visited on

your site.

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Marketing Automation

Setup Automated Alerts to Sales

Pick a reasonable action and set up an alert

● Lead score goes up

● Visits a webpage

● Opens an email

● Opens an email, visits 3 pages and

hits a contact form without filling it out.

!

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Marketing Automation

Setup Marketing Triggers

If someone does x,

than do y.

● If someone visits a

page about ICD-10,

then send an email.

● If someone

registers for a

webinar recording,

then present them

a video and send

an email with the

link to get back to it.

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Marketing Automation

Make a change based on results

Pull reports.

Compare campaigns.

Make changes.

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1. Automate your marketing. You may be

able to do it now or explore a new

Marketing Automation solution.

2. Resend emails 3-5 business days later.

3. Train sales to see marketing insights.

4. Setup automated alerts to sales when

leads show interest.

5. Setup marketing triggers when leads take

certain actions to continue nurturing.

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Demonstrations

Hot industry topics

Product updates

Sponsor

Test the length

Webinars

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Webinars

Registration Form

If possible, use your own

registration form (not the

webinar provider)

● Perfect control over the form

and landing page

● Registration confirmation

email can be customized and

open/clicks can be tracked

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Webinars

Qualifying Questions

On your registration form, ask

questions that will help you

prioritize follow-up.

1. You can prioritize calls

regardless of whether they

attended

2. If the webinar is far into the

future, you can call qualified

leads before the session

happens.

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Webinars

Keep the registration page up

● People will click outstanding

invitations and register after

the session has happened

● Create a process for those

late registrations.

o Automatic email response

with link to recording

o Alert to sales

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Webinars

Use the recording

Put the recordings up on your website or blog with a form

to fill out first.

Either

1. Ask for minimal information

to put the lead into your

marketing database

2. Ask for enough information

to send the lead to sales

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Webinars

Use Marketing Automation

● Webinar registration and attendance influences the lead

scoring.

● Assign hot leads to sales prior to the session.

● Send alerts to sales when you receive registrations

post-session.

● Send follow-up emails and assign leads to sales.

● See the registration and attendance activities within

your Sales CRM.

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Webinars

1. Register people using your own form (not

the webinar provider form).

2. Ask qualifying questions so it doesn’t

matter if they attend or not. Spot hot leads

prior to the session.

3. Keep the registration page up after the

webinar happens.

4. Utilize the recordings to generate more

leads.

5. Use your Marketing Automation solution to

manage

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Create an Infographic

People love to share them

Utilize a graphic designer or

search for a free infographic

building site.

They have longevity and are

shared extensively.

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Creative Direct Mail

Be creative

● Book or heavy package

● FedEx

● Wedding invitation

Isn’t it worth $20 to get

someone to talk with you?

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Ask for a Referral

Formalize a referral program

Incentive isn’t required...it will increase response

Actively promote to clients

Result: Quality leads with

high close rates

●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●

Update Your Google Business

Listing

New format (again) utilizing the Google+

● Update company description (think SEO)

● Is the URL going to the right place?

● Add images

●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●

1. Create an infographic to push

2. Test creative Direct Mail pieces or

packages

3. Create a formal referral program

4. Update your Google Business listing

●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●

Let’s Connect

Cheryl Pederzoli

Quest Diagnostics

Cherylped@Gmail.com or

Cheryl.L.Pederzoli@QuestDiagnostics.com

Twitter: Twitter.com/Cheryl_LP

Linkedin: Linkedin.com/in/CherylPederzoli