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You’re launching a patient advocacy startup. How will you know if your marketing strategy is working?

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Patient advocacy is a growing field that helps people navigate the complex and often confusing healthcare system. As a patient advocate, you can provide valuable services such as finding the best doctors, negotiating bills, coordinating care, and educating patients about their rights and options. But how do you reach and attract your ideal clients? And how do you measure the effectiveness of your marketing efforts? Here are some tips to help you answer these questions.

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1 Define your goals

Before you start any marketing campaign, you need to have a clear vision of what you want to achieve. Do you want to increase brand awareness, generate leads, convert prospects, or retain customers? Do you have specific numbers or targets for each goal? How will you track and evaluate your progress? Having SMART goals (specific, measurable, achievable, relevant, and time-bound) will help you focus your marketing strategy and budget on the most important outcomes.

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Vandana Chaudhary, ISMPP CMPP?
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In launching our patient advocacy startup, it's crucial to infuse our marketing strategy with a patient-centered and empathetic tone. Imagine a scenario where our goal is not just lead generation but connecting with individuals who may feel overwhelmed by navigating the healthcare landscape. Picture a patient sharing their journey with a supportive community fostered by our advocacy. By crafting SMART goals that resonate with real-life experiences, we ensure that our marketing approach is not just data-driven but deeply aligned with the human stories and needs we aim to address. This empathetic touch will guide our strategy, making it not just successful in metrics but impactful in the lives of those we seek to serve.

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2 Know your audience

To create a successful marketing strategy, you need to understand who your ideal clients are, what their pain points are, and how you can solve them. You can use market research, surveys, interviews, or online tools to create buyer personas that represent your target segments. These personas will help you tailor your message, tone, voice, and channels to resonate with your audience and address their needs.

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Jenny Hambleton

Associate Director, Healthcare Solutions | Not-for-Profit Patient and Provider Organizations
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At Array Insights, we had to pivot our product because we realized that we didn't understand our audience and their needs. Patient advocacy organizations are a unique clientele, and it is imperative to listen to them an tailor your messaging and offerings appropriately. For our new product, we created in depth buyer personas to represent our different targets. It was a tough shift, but necessary to continue our work to support their missions in the best way possible.

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Vandana Chaudhary, ISMPP CMPP?
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In launching our patient advocacy startup, understanding our audience is paramount. Picture a diverse tapestry of individuals, each facing unique health challenges. Through empathetic means like market research and personal interviews, we'll sculpt detailed buyer personas representing their diverse needs. These personas become our compass, guiding the customization of our message, tone, and channels. It's not just about data but connecting with real stories—like a patient bravely sharing their journey. By delving deep into our audience's pain points, we not only market but genuinely resonate and address the profound needs within the healthcare landscape.

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Corinna Santa Ana (Cornejo)

Freelance Content Writer & Strategist | Open to New Projects & Clients | Email & Newsletter Marketing | Health Brands | Diabetes Patient Leader
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Be honest and upfront about who your organization is truly trying to influence (and what your sources of funding are). Don't just use patients and their voices to try to convince payors or regulators of your postion.

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3 Choose your channels

Depending on your goals and audience, you may want to use different channels to reach and engage your potential clients. For example, you can use social media, blogs, podcasts, webinars, or newsletters to educate and inform your audience about patient advocacy and your services. You can also use email, phone, or video calls to nurture and follow up with your leads and prospects. And you can use referrals, testimonials, or case studies to build trust and credibility with your customers.

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Vandana Chaudhary, ISMPP CMPP?
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Launching our patient advocacy startup involves choosing channels that resonate with our audience's unique journey. Consider the impact of a well-crafted blog sharing empowering patient stories or engaging podcasts that provide a comforting voice in times of uncertainty. Social media becomes a supportive community hub, fostering connections among patients. Simultaneously, personalized outreach through emails or video calls ensures a nurturing touch in our advocacy efforts. Trust is built through real-life narratives—referrals, testimonials, and case studies become the backbone, assuring patients that our support is not just a service but a genuine commitment to their well-being.

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4 Test and optimize

No matter how well you plan your marketing strategy, you won't know if it's working unless you test and optimize it. You need to use data and analytics to measure your key performance indicators (KPIs) and see how they align with your goals. For example, you can track metrics such as website traffic, social media engagement, email open and click rates, lead generation, conversion rates, customer retention, and revenue. You can also use tools such as Google Analytics, Facebook Insights, or Mailchimp Reports to monitor and analyze your results.

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Maria Niedzielska

GradDip in Health and Medical Sciences (UNDA); CEMS MIM (UCD); M.A. in Management & Marketing (SGH)
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Rather than striving for perfection, the focus should be on creating a solution that genuinely addresses a customer's needs by solving a real problem of our defined, target audience is paramount. We must be relentless in our feedback collection. Testing, adjusting, and iterating this cycle continuously is key. Scrutinizing what actually sells, understanding customer desires, and analyzing their feedback is invaluable. The customer's actions often speak louder than words, making feedback, whether explicit or inferred from behavior, precious. In the dynamic startup landscape, the ability to adapt based on continuous testing and customer response ensures the marketing strategy aligns with the evolving needs of those being served.

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5 Learn and improve

Finally, you need to use the insights and feedback you get from your testing and optimization to learn and improve your marketing strategy. You need to identify what's working well and what's not, and make adjustments accordingly. You also need to keep an eye on the market trends, customer preferences, and competitor actions, and adapt your strategy to the changing environment. By being flexible and responsive, you can ensure that your marketing strategy is always relevant and effective.

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Anne Kim

Co-Founder and CEO at Array Insights
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wow, this question was made for Array Insights haha. To gauge the effectiveness of your marketing strategy for your patient advocacy startup, continuously analyze metrics like website traffic, social media engagement, and conversion rates. ?? Solicit feedback from customers through surveys or reviews. Listen to their concerns and suggestions. ??? Monitor market trends and competitor actions to stay ahead. Adapt and evolve your strategy accordingly. ?? Stay flexible and responsive to changes in customer preferences and industry dynamics. By learning from feedback and adjusting your approach, you'll ensure your marketing efforts resonate with your audience and drive success! ????

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Corinna Santa Ana (Cornejo)

Freelance Content Writer & Strategist | Open to New Projects & Clients | Email & Newsletter Marketing | Health Brands | Diabetes Patient Leader
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There is an inherent conflict in a patient advocacy startup that does not involve actual patients from its inception. Realize this and include patients in every step of the organization's development and operation. #NothingAboutUsWithoutUs

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You’re launching a patient advocacy startup. How will you know if your marketing strategy is working?

1

2

3

4

5

6

1 Define your goals

2 Know your audience

3 Choose your channels

4 Test and optimize

5 Learn and improve

6 Here’s what else to consider

Patient Advocacy

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You’re launching a patient advocacy startup. How will you know if your marketing strategy is working?

1

2

3

4

5

6

1 Define your goals

2 Know your audience

3 Choose your channels

4 Test and optimize

5 Learn and improve

6 Here’s what else to consider

Patient Advocacy

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