Advancing Healthcare Marketing Through Competitive Intel
On this week’s episode of "We Are, Marketing Happy," our CEO & Founder, Jenny Bristow, speaks on a topic that's been brought to light on a lot of our calls with clients and prospects recently - competitive insights. With the new fiscal year creeping around the corner for many, it's crunch time to deep dive into competitive intelligence. We're talking about more than just keeping pace; understanding your competitors' approach to marketing helps you fine-tune yours. Tune in for actionable insights on how to tackle this item on your to-do list!
Highlights from Today’s Episode:
[00:45] - The Critical Need for Competitive Insights - We discuss why understanding the market through competitive insights is not just beneficial but essential for healthcare organizations looking to fine-tune their strategies effectively.
[02:00] - Choosing Your Competitors Wisely - Jenny guides us through the strategic process of selecting competitors for analysis, emphasizing the importance of including local and leading digital-first players to ensure a well-rounded perspective.
[03:15] - Decoding Competitors’ Marketing Tactics - Explore the various tools and methodologies to analyze the marketing efforts of your competitors, from ad placements to content strategies, using platforms like Wappalyzer and SEMrush.
[05:00] - Understanding Digital Priorities - Learn how to dissect and understand the digital focus areas of your competitors, which can reveal a lot about their strategic priorities and budget allocations.
[06:30] - Navigating Access to Care and User Experience - Jenny sheds light on evaluating competitors' tools and user experiences, emphasizing how these components can significantly impact patient access and care journey.
[07:45] - Unpacking the Marketing Tech Stack - Discover the importance of understanding the technological tools and platforms your competitors are using, which can offer insights into their marketing prowess and capabilities.
[09:00] - Assessing Reputation Management and Industry Promotion - We conclude with a look at the value of understanding how competitors manage their reputations and promote themselves within the industry, which can provide clues to their focus areas and strategic initiatives.
