You’ve engaged with branding, advertising, public relations, web and communications firms and/or leveraged internal resources to create highly effective marketing assets. Now, lets get creative on how customers might use them to set up a win-win situation.
1. Assets—creative re-purposing of existing work
An enormous body of work has made the successful journey through legal and regulatory. Without a doubt, you have a treasure chest of assets to re-purpose into a marketing toolkit. Be creative when looking at each asset in its current form and deciding if elements can be combined into a new use.
In a first pass audit of materials include any item:
- containing current approved messaging
- rich with relevant keywords (see Section 1 Terminology of this blog post)
- contains full use-right visuals (static or video)
2. Tool Kit Organization:
A common approach is to organize the elements based on the user of the materials—physician, nurse, and hospital marketing staff. The challenge comes when you realize that most elements can be used by any of these customer groups. As with any marketing activity, the target audience (patient/consumer) should be the focus of the elements contained in the kit. Here’s a common list of channels that can be used to reach the patient and referring health care professional audiences:
- advertising: print, broadcast, outdoor, on-line (banners, ad words)
- direct mail: postcard, newsletter, and email copy
- media relations: releases, backgrounders, b-roll
- web content: pages, images, downloads, transcribed videos, clinical data
- educational collateral: brochures, posters, videos, presentations
- social media: Facebook, Twitter, LinkedIn
3. Delivery and Maintenance of the Tool Kit
Gone are the days of the clip art on printed pages and so should the material contained on disks. These pieces of paper or DVDs “cement” a marketing moment in time and are not easily modified. To be nimble and stay current, the delivery mechanism for your marketing toolkit needs to be electronic. Creating a website section for the media that includes files to download is a great first step. Now services like Google Docs, DropBox and Box.net allow downloads to be by invitation and tracked. As new material comes out of your development and approval process it can be uploaded upon release and not have to wait for the next disk burning.
Next up: Easy to complete tactics
(c) 2010 eGold Solutions
- Marketing Tool Kit post series:
- A Word About Events: STOP
- Importance of keeping practice websites current