You have brilliant healthcare marketing ideas. (It's why you were put in your position, after all.) But translating those ideas into campaigns that the leadership of your hospital clinic can get behind is another story. So how do you get them on your side?
Here are four tips for healthcare marketers to gain administration buy-in.
What's the first stumbling block thrown your way when pitching a marketing campaign (particularly one with a sizable monetary investment) to your hospital or clinic leadership team? "What's the return on investment?" Anticipate this—don't pitch a campaign without clearly defined, measurable goals that are tangible and meaningful to someone outside the marketing field. (That last part's important—remember that terms like "impressions" and "engagements" don't always carry the same meaning for C-Level execs as they do for your healthcare marketing team.)
Planning a big digital push into new markets? Or maybe a major branding project that will involve higher-budget video production? Get yourself an advocate. If you have to convince administrators to approve your marketing project's budget, it helps to have one of their own in your corner. Identify leadership team members with a vested interest in a given project or perhaps a deeper understanding of the meaning behind it, and involve them from the start of the planning stages. An advocate can also vet your work throughout the process to clue you in on what works and what doesn't.
Proof of Concept
Trying something borderline revolutionary? (Or even something perceived as revolutionary?) Be prepared to prove that it works. Don't enter a healthcare marketing pitch with your higher-ups without case studies to cite and research to reference. Gut feelings rarely get anywhere quickly with those looking out for the best interests of the organization and the financial bottom line. Offer some comfort in the form of proven data. Just keep it succinct and digestible, and don't bog the process down with unnecessary extras.
Want to make your hospital or clinic administration feel more a part of the marketing decision-making process? Let them select from multiple options. Don't present a single pathway for a given campaign—version it by financial and time investment so that the team can make decisions based on the factors most important to them. Just make sure that you and your marketing team will be happy with any of the options—history has taught us all that the least desirable option in your eyes will probably be the one picked. So make sure options A, B and C are all going to move the needle effectively.