Half your marketing budget is a waste of money….but which one? This much-quoted media wisdom was the case at The National Thrombosis Service (NTD) for years.
What they are marketing: Thrombosis Self-Care, a service that allows thrombosis patients to easily measure their INR (blood clotting value) at home themselves. Why is it so complex to find the right audience for this?
Bite down
Mark van der Bent, communications consultant Barneveld bit the bullet on this one. Was it because of their campaigns? Were they using the wrong means of communication? His conclusion: no! The biggest headache turned out to be the fact that the target group has super-specific characteristics. After all, which thrombosis patients are actually eligible for self-measurement for Thrombosis? Exactly this question is the sting of the communication issue. Being a thrombosis patient alone is not enough. In addition, to be a potential customer for Thrombosis Self Care, you must meet some extremely specific characteristics. How do you reach those people?
Spicy
Plan surpreme: a spirited online pull strategy, in which he bet on search engine optimization, various advertising campaigns and social media campaigns. Mark: “Once the campaigns were deployed on all those different channels, the real work began. Think of it like a fisherman casting his nets in dozens of places, always checking where he catches the most. Thus, I continuously check through which channels the most leads come in, and which settings yield the most. Because that’s really how it works. Behind the scenes, I can see exactly what route a lead took before that person comes to www.trombosezelfzorg.nl and makes an information request. With smart techniques, we then filter which people qualify for the service.’
Long-term relationship
‘We have now been working with the NTD for more than a year. Every week I spend a set number of hours optimizing the online campaigns and periodically we discuss the progress. Because a good online marketing strategy is one of a long-term nature. Practice shows that clients with whom we establish a long-term relationship and structurally invest in setup and optimization achieve fantastic results. The biggest gain is that we now know exactly through which channels and which settings are the highest quality, thus generating a predictable flow of new leads!
How do we reel in a fat catch for your business goals? Mark likes to inspire you what online marketing can do for you. Are you already linked to him? @mark-of-der-bent-25684288 or send an email to mvdbent@krbcommunicatie.nl