While many marketers and business owners believe that marketing automation is the be-all, end-all to any marketing problem and that it will effortlessly and automatically move all of your leads into new, paying patients, don’t let the name fool you. In theory it sounds wonderful and effortless but marketing automation is not 100% automated.
Every medical and dental practice’s buying cycle spans multiple touch points and marketing automation allows you to connect those touch points and marketing channels so you can convert more website visitors and leads into new patients. In the right hands, marketing automationempowers you to understand patient buying behavior and provide the experiences that today’s patients demand ultimately leading to more new patients for your practice as well as an increase in the amount of treatments that existing patients book. While marketing automationsoftware typically generates significant revenue for companies and provides an excellent return on investment, it does require effort from your team.
Below are 3 reasons that marketing automation is not fully automated.
#1. Informed Patients Expect Personalization
With all the technology and information at our fingertips, patients are more informed today than ever and, as a result, they want and deserve value-based interactions throughout the buying journey. Even though you are using technology, software and digital tools to nurture potential patients and existing patients, you can’t forget that you’re dealing with human beings. Use marketing automation to better segment your patients but make sure the messages you deliver do not sound robotic and mass produced. If your messages are not personalized and sent at the appropriate times, many of your efforts will prove worthless.
If you’re looking for a good company for strategic ideas, check out Netflix. They do a fantastic job of personalizing emails with appropriately recommended movies and TV shows. By paying attention to user behavior such as the types of movies and TV shows consumed by their users, they are an informed marketer and use that data to make additional, personalized recommendations. As a result, their customers interact more with their emails and their service.
#2. Without Insights, Data is Nothing More Than Data
Digital marketing campaigns already provide mountains of data andmarketing automation software only increases the amount of data at your fingertips. But all this pure data is worthless without insights. While your marketing automation software can do many beneficial things, it cannot cipher through all of the data to strategically and analytically come up with insights. If you want to get the most from your marketing automation software, you need someone on your team who can decipher all of the data, develop insights and then strategically revise your marketing based on the data and insights.
#3. Test, Test Again and Then Test Some More
If you want to improve your results, you have to be willing to experiment with your strategy. In fact, experimentation is a pre-requisite for delivering value-based interactions to potential patients and existing patients. Something as simple as A/B testing can help determine the most effective subject line, calls-to-action, form fields, email images, etc… Even if you think you are already getting great results, minor changes can dramatically improve your results. Following every experiment or test, use the automation tools and data to come up with actionable improvements to what you are currently doing.
Like so many other automated tools, marketing automation is only as good as the team behind it. If you want to maximize your return on investment with your marketing automation software then you need to deliver value-based interactions and experiences. In order to do that, you must not have a set-it and forget-it attitude. You must put in the effort to continually improve your patient’s automated experiences.
About Alan Moore: Alan started his career in 1999 as a Marketing Consultant and is the owner of www.ExtraPatients.com. Over the years, he has migrated his focus of expertise to everything digital. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $4,200,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call to schedule a Free Online Marketing Consultation for your practice.
To read more of the article that inspired this blog, please visit:http://www.marketingprofs.com/opinions/2015/27956/why-you-need-a-little-elbow-grease-when-you-use-marketing-automation