All parts of digital marketing strategy must work in harmony

October 24, 2014

You don’t have to be a connoisseur of the arts to appreciate something beautiful. It’s a feeling you get when you know what you are hearing or seeing is exactly as it should be. This holds true for a successful digital marketing strategy. A website that operates in a vacuum is not the same thing as conducting a complete integrated digital marketing strategy.

An orchestra is a large instrumental ensemble that contains sections of string, brass, woodwind, and percussion instruments. Other instruments such as the piano and celesta may sometimes be grouped into a fifth section - such as a keyboard section - or may stand alone, as may the concert harp and electric and electronic instruments.

You don’t have to be a connoisseur of the arts to appreciate something beautiful. It’s a feeling you get when you know what you are hearing or seeing is exactly as it should be. In an orchestral setting, this means each performer is acting in perfect harmony with the other members in accordance with the piece under the watchful eyes and ears of the conductor.

Conversely, we all have felt the awkwardness that accompanies the recognition that what we are seeing just isn’t quite right. It may be a subtle imperfection or something more obvious. Either way, once we recognize it, we want it to end.

Consider this: Have you ever heard someone say, “That band was great. The singer was terrible, but I enjoyed the music despite him/her.” No one ever says that - and why? Because you can’t have a great band or a great orchestra unless everything and everyone is equally as great as the collective group and they work together in unison.

The same holds true for a successful digital marketing strategy. A website that operates in a vacuum is not the same thing as conducting a complete integrated digital marketing strategy.

Site considerations

Virtually everyone uses the Internet all the time. We pride ourselves on teaching our children to be digitally savvy before they can walk. This means that the average Internet consumer/social patient has developed well-trained eyes and ears, and they know when they are viewing a perfectly synchronized digital orchestra. Not only do they know it, they appreciate and respect it.

As you begin to formulate your strategy, try to return to a time and place where you experienced a performance that was done just right, the way you envisioned it in your mind before it happened. What does that feel like? That feeling is exactly what you need to create for the social patient. An experience that is in perfect alignment with the way they envisioned it should be, before they saw it. 

Essential elements of a well-designed digital orchestra for the modern medical practice, include:

  • A well designed mobile responsive virtual medical office with the ability to format to any mobile device, tablet, lap top or desk top.

  • A consistent and SUSTAINABLE content strategy to attract, engage and invite social patients to return often

  • Automated marketing systems to deliver thousands of high quality mobile responsive messages at the push of a button

  • Professional and down to earth video content to educate new and existing patients on all treatments and procedures

  • A CONSISTENT, CREATIVE and SUSTAINABLE social media strategy to increase connectivity with digital socially active patients

  • Software to track and analyze EVERY aspect of your digital orchestra

  • A commitment to Manage what you can now MEASURE

Given that 85 percent of consumers start their search for a product or service online,  a well-designed digital presence speaks volumes about the practice and the practitioner. It says you understand them as medical/cosmetic/aesthetic consumers. You clearly appreciate them, and you are willing to invest time, energy and effort into helping them obtain the information they need in the way want to receive it in a format that is not only informative but also aesthetically pleasing. It is a true digital concert.

And they love that.

As all of the parts of your social symphony come together, create an online experience that is in sync with the patient's expectations. This will make them want to go even further in the process - a conversion - in addition to a willingness to return when the need arises (connectivity).