Measuring is knowing
Making good choices is only possible on the basis of good data. Measuring is knowing. That will not always be possible in the beginning. Certainly not in healthcare where (online) marketing is often still pioneering work. Determine the most important KPIs for each phase and align the data collection, analysis and reporting with that. Although in practice that is often a difficult issue, because what are you going to measure, why and how? Determining the required online budget and its division into target groups, phases, channels, media and actions is a difficult issue and custom work.
You can choose to initially divide the available or required budget equally over the four phases of the 4V model. From there, based on experiences and data, you can shift priorities and budget. In fact, with this approach you start from the existing situation to use the collected data to gradually and purposefully optimize the use of channels, media, actions and budgets. Developments are moving fast, especially in the online field. So make sure you have enough flexibility and 'room to play' to be able to respond quickly to new developments and try out new things. Online marketing is mainly learning by doing . You can download the 4V strategy diagram here to fill it in yourself.
More personalization
In recent years, Pluryn has laid the online foundation, and in the process the 4V model has emerged. The model is easy to use and a good means of communication for internal coordination. Now it is time to take the next step. Pluryn wants to focus more on interaction on social media, work structurally with A/B testing and further personalize the website and e-mail marketing by responding to areas of interest and behavior. More data-driven marketing using online CRM. Where working with target groups is gradually replaced by a personal one-on-one approach.
The website and e-mail newsletters are increasingly personalized based on the reading, viewing and clicking behavior of the website visitor and newsletter recipient. Since Pluryn has been informing its referrers very specifically with its newsletter about, for example, the vacancies that exist, they have seen a clear increase in referrals and registrations. The same happens with social media. On Facebook they post very specific messages for clients and on LinkedIn for professionals. The more targeted this is done, the more action and interaction.
Using the 4V model, you can better align your marketing activities with the different target groups/customer personas, the different phases in the customer journey and the different marketing goals you have. Remember that customer journeys are cyclical rather than linear and that the different phases in a customer journey (and of the 4V model) overlap to a greater or lesser extent.
The basic question here is how you can best support (potential) customers in fulfilling their needs using marketing campaigns in the areas of finding, enticing, conquering and connecting.
Customer journey map
Customer journey leader
In short, customer-centric marketing is about philippines mobile number list finding, seducing, conquering and connecting customers. No matter what sector you work in. With the marketer in the role of customer journey leader. Or as marketing legend Philip Kotler writes in his latest book Marketing 4.0 (aff.): “Traditional marketing is no longer enough. In the digital economy, the role of marketers is to guide customers on their journey from awareness to the ultimate advocay .”
Are you ready for the digital healthcare consumer?
The digital healthcare consumer has become indispensable and has an even firmer grip on the reins. People expect healthcare organisations to keep up with this and work digitally where possible. In the coming years, we will continue on our way to an 'interaction society' in which healthcare organisations, patients, clients, health insurers, municipalities and other parties involved work closely together. With 7×24-hour access to information, advice, care, products and services, companies and institutions. Via the channel and device that we prefer, at any time. The question remains: are you ready for the digital healthcare consumer.