Discover the stages of a marketing funnel for healthcare

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I miss you guys how long has it been a week two weeks it's good to be back everybody what's going on welcome to 9 I've got rich bck here what's up rich what's up Alex he's poor but we call him Rich so it's good to see you again buddy uh his kids are draining him how many kids you got now still four still four still full you never know every year there's one more not anymore no we don't get into that that's a Hipp violation speaking of HIPPA compliant marketing so something there was a lot of things we used to be able to do with full funnel media strategies and now we can't so today we're going to be talking about all the different kinds of ways we can circumvent some of the things that we used to be able to do with pixels that now we cannot very sadly but there's still lot of exciting full funnel media strategies that work that drive down CPL we've seen it ourselves just bpc alone doesn't do the trick anymore that's why meta Profit just today released I don't know when this is going to be this episode going to be released but 23% in their quarterly earnings up over last year why because full funnel advertising Works Rich what's going on so what are the things we can we used to be able to do with our friend the pixel that now the pixel is the enem we cannot do anymore yeah I mean I think there's two key things that we used to be able to do with our friend the pixel one was conversion tracking so just measuring how many conversions each marketing campaign or channel is driving yeah and then the other is remarketing right so essentially re-engaging with advertising users who have been to your site or done certain things on your site and it was the pixel that you would use to basically put those those people into audiences right right and say you know I know you went to this page about this condition so I'm going to remark it to you with an ad to try and get you to you know essentially book an appointment with me because I know you're interested you can't do that anymore through a pixel so because of of some of the limitations that we have in healthcare around conversion tracking and around remarketing it's less easy to just rely on bottom of the funnel conversion acquisition right and I think also what is putting pressure on just focusing on bottom of the funnel Marketing in healthcare is that advertisers are becoming more sophisticated Healthcare advertisers are becoming more like brand advertisers who as Healthcare decisions become more of a consumer decision people are looking at Healthcare Brands the way that they look at brands in other verticals right like they look at e-commerce Brands um or other service Brands they need to know you and they need to trust you before they're going to buy from you right if you think that we are moved away from a generation that just took took a doctor referral and that was gospel to now people who are doing more shopping by themselves and now you get into a point where really people are doing a lot of comparison shopping even across Healthcare Brands right and and so that brand has to be able to stand out and you can't stand out when you just doing bottom of the funnel engagement trying to reach people at the you know when they're right there by that conversion so yeah search SEO Maps it's not enough a certain point but like a newer brand uh to uh digital marketing or a big brand that hasn't done it like still the best place to play it just caps out the value the effectiveness it caps out at a certain it caps out and also you know you need to think about some of the business challenges that you might have in specific markets right so if I'm a new B brand and I've just gone into a market where there are a ton of comp competitors that are well known and have good reputations and I'm just trying to fight at the bottom of the funnel against those competitors chances are my conversion rates going to be really low even if I'm engaging with the right users right because they're going to click on your ad and you know look at you and they've never heard of you and then they're going to click on the next person's ad and look at them and they've known them they've seen a Facebook ad they've read a blog post by them they've been educated by them and it's an easy choice right they're going to be like okay this I understand who this I know who this brand is they've helped educate me along the journey I'm aware of them I I have some level of brand rapport with them and trust with them but this this brand is an unknown so yeah I think again can you use these bottom of the funnel tactics in isolation for demand capture yes you can but if you think that your patience and your patient value is you know not everybody's worth the same and you want a certain type of patient chasing the ones that are really high value like often Healthcare companies will be chasing a matriarch yeah those people it's worthwhile investing in trying to engage with those people and build your brand with those people further up the funnel because they are high ticket value patients all right so let's talk about some what some of those strategies would be so outside of search SEO Maps what else do we do I know and denovo is a special thing right we're going to blast social media the upper funnel channels hit search really hard but aside from denovos and trying to get a launch done there consistent advertising to an existing location that's been around what are the tactics we employ and then be specific we'll give the secrets that we will do actually on those channels yeah I mean I think it depends on where your audience is right but the common channels for full funnel are going to be things like paid social advertising uh display advertising native advertising right but then also upper funnel content strategy on the SEO side so instead of just trying to rank for location pages are you writing educational blog content for people who are seeking out questions at the beginning of their health Journey right um you know you could even do things like cold email Outreach if you can reach that that segment that you're trying to Target which is you know again maybe the matriarch right and if you have have those lists uh Gmail promotions Discovery ads there's loads of ways to reach these people right okay um in terms of what we do to try and engage them if you think about the funnel from top to bottom is sort of why the service or the category right then why the brand and then why now so to you know again at the top of the funnel it's probably going to be videos talking about the benefit of the treatment benefit of the service what is the problem that you're trying to solve for them that your solution will will will solve and then what is their outcome once they've had your solution right okay then when you get to the middle of the funnel it's probably and and so that could be like blog posts as well as videos right and advertising that and advertising that okay and amp find that content and then when you get to the middle of the funnel that's where you're starting to talk about differentiation right so why my brand right why would I buy from Cardinal digital marketing as opposed to you know some other agency because it has a ginger media leader because it has a ginger media leader with a cool accent um and nine kids but um so at that point you're talking about different an example of a provider group differentiation ad more doctors higher qualified more Mo surgeon closer to you like what things like yeah and you got to be careful with this right cuz it's got to be what the user cares about not what how you want surge FY right so things like board certified that might mean something to Providers but it often doesn't mean things to patients right so what patients usually care about is is my insurance going to cover it same day appointments can yeah can I get in same day are you close and convenient what is the quality of the Care going to be right those kind of things outcome based data outcome based data are you going to make it easy for me right you know do you have weekend hours do you have extended hours those kind of things right basically the things that most of us care about in most of the transactions that we make is it going to be good because I wonder if it's part of it we kind of think all doctors are equally as good as each other so we really just want access access is a hug unless you're going in I mean highend like high Acuity plastic surgery or like some like I have this weird mole on my eye like I'm probably going to do some research on that but for the most part like general durm dentist you're you're just looking at it now now you can't stop looking at it for the most part though it's like we think all providers are the same so like really I just want access those are the value props right yeah but I will say yeah you're not going to probably research a provider to the nth degree for something simple like that but if you go to Google and they've got a 1.2 out of five stars on on that location the chances of you going to them are almost zero I don't know I just chose a GI doctor with a really low scores cuz cuz I liked him if I'm not around for another episode of ignite because they tore my bowels up so the uh the First channels we're leaning on for funnel full funnel me it's social that's the easy one right what are we doing on there it's a lot of video let's be honest here lots of video and then you can't retarget so we make sure they watch a certain amount and then we show them another video is that like what we're doing I mean that's the beauty of what we can do on social platforms and on programmatic video platforms right is that essentially you can retarget to those users as long as it's not from your website right and still stay hi compliance so if a user consumes you know 20 seconds of a 30C video on Facebook on Facebook you know to spend 20 seconds with your video unless they just accidentally left it there when they were scrolling chances are they're interested in what you're selling right what you're offering and so there's no issue with hip compliancy of then retargeting those users that watched a certain percentage of your video with an ad in the middle of the funnel where now you're differentiating yourself so it's like I showed you this thing about you know your bowel disease right and you watched it for 20 seconds and you were like man I also need a flush so and then in the in the middle of the funnel we then retarget to you with like why this is the best place to get your colonoscopy yeah it is that and uh maybe it's because I made up this whole gluten thing 10 years ago yeah that's right but I drink beers still uh so that one's tricky how do we track the effectiveness all this we don't have pixels like how do we know if layering on all these upper funnel tactics has actually helped CPL cost for booking all that kind of fun stuff through search how do you know it's a great question right and especially you're welcome uh there's a first time for everything um so especially considering a lot of these channels are desperate right so like you probably hear marketers complain that Facebook is a wall Garden which means you know you there's no connectivity between Facebook and other platforms right so what happens in Facebook you don't know what's necessarily influencing it you just know what's happening on Facebook right like the Facebook pixel isn't capturing activity that's happening through search or the Google ads pixel even when we had these pixels wasn't capturing activity happening on other channels so the way that you can do it though is as long as you're using a decent analytic solution and again here we're talking about hippoc compliant analytic Solutions so not ga4 but were you to be leveraging a solution like mix panel or Heap for your analytics you can do what are called cohort analyses so essentially you could create a cohort of someone who is exposed to a top of the funnel video and watched a certain percentage over top of the funnel video because you bucketed them into an audience on Facebook and then when you drive them to your website you use UTM parameters to say they were in this audience right so these guys were video engaging so when they get to the website mix panel knows that that person was a video engager and came from a video engager audience and then in mix panel you can say let me make a cohort of this audience and then see how well that audience does certain things that you want them to do on the website in comparison to your total user base or audiences that weren't exposed so it's like that's the way that you can effectively measure if your top of the funnel engagement is having an impact now the one thing I'll say about you can also look for more brand searches more brand searches brand lift studies if run click through rate yep um you could look at Brand lift studies if you're running enough media how much is enough 10 Stacks a month on Google yeah you probably need to be running like 1010 to1 15,000 a month on on social channels on stack adapt or DSP of your choice uh for for brand list studies do they pay us for these inventions we keep doing no I don't you owe me $82 that's what lunch costs these days but yeah I mean there's a number of ways to measure it I just think the cohort thing is really powerful because it's more direct measurement it's less around sort of directional it's like I know that these people were exposed to a top of the funnel ad and then I know what they did afterwards right but yes you're right there are there are more generalized and directional ways to to measure the lift as well all right got it got it got it what else do are m readers listeners depends on how they digest this what else do they need to know I think probably what you need to know about full funnel media is a it's definitely where everything is going right okay again apart from the example that you provided of someone with very limited budget that can just run at the bottom of the funnel this is where marketing and digital marketing in particular why is it going there because it's getting more competitive just to fight it out at the bottom of the funnel right yeah and less people are probably going to search every day too yeah the search landscape is changing right with you know the introduction of Bard and stuff and what's what impact is AI going to have on search Behavior you know recommendations um and then you've got things like lsas on the search results page now I mean a lot of stuff is changing with search meaning that there are more competitors in the space more options on on the results page but also what something that we didn't talk about is it's so cheap to engage with people at the bottom of the funnel right and sorry top of the funnel yes thank you you know you're talking about 2 cents or three cents for a video completion on Facebook if you think about even what you would pay to drive traffic to a blog post at the top of the funnel from from from search right that's probably a couple bucks for a click right so two cents or three cents versus a couple bucks it's no-brainer and if the first exposure I have to your brand and even to the category in general is a bottom of the funnel search where our clients have had to pay $15 for that click and then I'm like ah this brand doesn't look right for me or it doesn't have the answers that I need that's a waste of 15 bucks whereas you could have spent 2 cents to engage with them at the top of the funnel make sure that they were educated understood what you did understood why your brand was the right brand for them Y and then to your point earlier about measuring the lift then they're seeking out your brand in particular you're paying maybe a $150 or two bucks for that click they're coming to you and they're already primed to buy okay so from an efficiency point of view yeah it's incredibly cheap right now it's incredibly cheap and also you know your conversion rate should be so much higher that if you get the mix right the amount that you spend at the top of the funnel should be more than recouped in your saving yeah we've seen the cpls come down across the board even with um something that we kind of oversimplified is your creative has to be off the chain it has to be good I mean look it doesn't have to be Hollywood level production but it has to be good in the sense of you're explaining to the user what the user needs to know yeah so just and and you know this is a real world example just having a YouTube video of what the inside of your office looks like with no overlays and no sound is not going to explain to the user why they yeah don't let your founding provider dictate creative direction right right you need to tell the user why they should be interested in your solution why they should want to buy it from you and why they should act now right versus here's we have a pretty office like how nice the office if that's part of the buying decision certainly focus on it but it shouldn't be the sole thing that you show them right yep yep yep yep yeah very helpful guys and I hope you found this tactical Rich we we embarked upon this journey I think about 18 months ago when we really invested in the creative and the Deb side and starting to run all this upper funnel stuff and we thought that it would help but the numbers have proved it out the smallest clients know you don't need to be do it we mostly mess with the bigger provider groups and it makes a ton of sense once you start seeing diminishing returns on surge 50% of your budget to share or whatever you're starting to hit that it's time to begin investing in Upper funnel you need to get good at it anyways because all of our PE back groups are now preferring to noos over Acquisitions because interest rates are too high and it's the main way to go for to you got to build some brand preference and it's still way cheaper than TV radio billboard at least for the next 5 years that'll change that's going to get inverted at some point and everyone's going to be like man why didn't we advertise more on Facebook when we could have anyways all right not to pad Mark Zuckerberg's weird ass wallet but thank you for joining us on ignite rich thank you for having me Alex