Are Your CTAs “Sticky” Enough?
The answer to this question dictates success — and failure — in Norton Healthcare’s efforts.
// By Lisa D. Ellis //
When you take the time to develop compelling calls to action (CTAs) tied to measurable outcomes, you can effectively engage people you want to reach on a very personal level. This can be key to your marketing efforts’ success.
Capturing Limited Attention
“Health care organizations must provide altruistic, valuable content to consumers in order to build engagement over time,” says Elicia Newcom Gregory, director of marketing for Norton Healthcare, which operates five hospitals and more than 250 health care locations in the Louisville, Kentucky area.
Newcom Gregory recently shared her organization’s experiences building such engagement by creating “sticky” CTAs at the Society for Healthcare Strategy and Market Development (SHSMD) 2018 annual conference. She was joined by Bridget Thomas, director of client success at Medicom Health.
The Growing Importance of CTAs
“CTAs are becoming more and more fundamental to effective marketing in health care,” Newcom Gregory says. “It’s becoming less about billboards and pretty pictures that can’t be measured and more about providing quantifiable business results.” The key is “giving consumers a way to continue their engagement with you, if they choose,” she says.
Tying CTAs to meaningful metrics is also essential.
“The fact is that a marketer has to defend her budget,” Thomas explains. “Being able to walk into the CFO and say, ‘Last year I ran a heart campaign and we saw a 52 percent bump in encounters during that six-week period’ is powerful.”