Hospital Branding: Move aside customer acquisition and retention, it’s time to focus on customer reactivation

By Rob Rosenberg -

Regardless of the business or industry you’re in, strategic marketing plans have long referenced initiatives for both customer acquisition and retention.  Strategies and tactics are focused on either gaining new customers or keeping them.

The pandemic has caused (among many other things) an entirely new customer focus that has been receiving a lot of attention among marketing departments; reactivation.  Simply put, reaching and motivating existing customers to once again use your services.  For any business that is not solely online, this is a critical objective that has significant impact on revenue and growth.

The concept of customer reactivation includes other key differences than those of its acquisition and retention counterparts:

Competition

Customer reactivation brings on a whole new level of competition that has nothing to do with your competitors.  Basically, you’re not competing against other businesses or organizations – you’re competing against your customer’s desire to NOT DO ANYTHING.  Hospitals, physicians, dentists, and other healthcare professionals are all trying to convince patients that it’s safe and important for them to reactivate and come in for necessary health-related services.  Restaurants, retailers, health clubs, and other personal services, too, are seeking to convince customers to return and use their memberships and facilities.  Your customers are not going elsewhere, they’re just not going.   

Message Development

Another important difference of reactivation is in messaging strategies.  Customer reactivation requires the need to motivate people (not educate them about your brand) and convince them it’s safe and important to reengage.   Customers already know about your services and benefits; what they need to know more about is how you’re making it safe and the concerns that arise by not doing anything. Healthcare marketing professionals have spent the last two years trying to convince patients not to skip important check-ups and follow-up visits.  Many consumers, ironically, have put off life-saving procedures for fear of their safety!  Other key pieces of messaging in the reactivation phase are understanding and empathy.  The “story” is not about you…it’s about letting your customers know you get their concerns and recognize why they’ve stayed away.  And, importantly, there’s no judgement – just encouragement to get back out there and in to see you.8

Customer Service 

Similar to messaging strategies, customer service takes on a new role in reactivation, especially within service industries.  Front desk staff needs to be sensitive to returning customers and patients and withhold judgement.  For example, a dental patient shows up for her first cleaning in two years. The receptionist needs to welcome her back and not reprimand her for going that long without an appointment or for prior cancellations.  Brands should evaluate their environments to ensure they are welcoming and inclusive.  #nojudgement

Tactical implementation

Reactivation requires more personalized communications because you’re talking with people who already know you and prefer your services.  Accordingly, you know who they are, where they are and how to best reach them.  Your arsenal is actually quite broad in terms of communications channels; direct mail, social media feeds, text messages, phone calls, emails…they have given you access to their personal information and – as appropriate – you can reach out and invite them back to your brand.  This is not a “To Whom It May Concern” message strategy.

As we wind through another phase of the health pandemic, businesses are going to go through a series of starts and stops.  Consumers, too, will remain cautious about returning to their favorite and/or preferred providers.  Recruiting and retaining new customers should not be the sole focus of your marketing strategies for the next quarter. Encourage your current customers to once again use your services.  Not only are they familiar with you, but you know how to reach and speak to them.  Customer reactivation is a critical business strategy that gives you the fertile foundation from which to flourish once the path for new growth is clear again.

Have questions or want to talk about customer reactivation – visit us at springboardbrand.com, call me at 847.398.4920 or email at Rob@springboardbrand.com

Comments

Post a Comment

Popular posts from this blog

Hospital Branding: New Insights on Healthcare Websites

By Rob Rosenberg -
Image
Your website is the hub of your digital marketing strategy.  It is the place where patients, members and influencers want to learn more about your organization.  While many medical product and service companies have an online presence, they don’t think of search engine optimization (SEO) while building it or even after the site’s been developed to maintain it.  A website can look great, but if it’s not built for SEO, no one will be able to find you. Follow these 5 important factors to make your website more successful, including design and development, and what to do once the website is live. Simple is better, especially for healthcare brands. Before you get started with a new website, first define your goals. What do you want your visitors to see and what do you want them to do? This all contributes to the design of your new site.  Not everything can stand out.  Highlight a few things that sets you apart from your competitors and make those stand ou...
Read more

"Ah-ha" versus "Uh-huh." You might be surprised at the moment of truth.

By Rob Rosenberg -
Image
We've heard it before. "I was presenting the strategy to my leadership team and suddenly they had the "ah-ha" moment and got what I was saying." Or, "finally had that "ah-ha" moment and came up with a big creative idea!" Call it what you will - "ah-ha" moments, "connecting the dots," or "putting the pieces together," they all imply a breakthrough in thinking or understanding. They can be the best of times and strike when you least expect them (and that's why we keep pens and paper on the nightstand). Or they can be the worst of times, and those are the ones you need to watch out for. For example, you're presenting a brand strategy or ad campaign to your hospital's CEO. A good portion of your discussion is based on the market situation, competitive insights, brand landscape, communications objectives, and other great information. Then, the moment of truth. You transition from the comfort of fac...
Read more

Hospital Marketing and Healthcare Branding - Ten Lessons from 15 Years

By Rob Rosenberg -
Image
I just had a birthday!  My company did, that is.  Springboard Brand & Creative Strategy recently turned 15 and since only one third of new businesses last past their first decade, I feel pretty good about this accomplishment.  As I reflect over the past decade and a half, there are certain thoughts and ideas that surfaced that I wanted to share.   I hope some will educate, inspire, amuse, or just be a head nod to those who read them. The power of a big idea still surges.  From the “Mad Men” era until today, and I’m certain into the future, the advertising business still thrives on big ideas.  Sure, there are all sorts of new technologies to communicate and ways to “hide” behind production value, but strip it all away and – if there’s not a big idea that touches the heart and soul of your customer – you have nothing.  You know you have one when, years later, people still recall pieces of a campaign.  I’m proud to say there have been...
Read more