Professional Association Messaging

Professional Associations: Strengthening Your Message to Achieve Better Results

Professional associations live in a complex B-to-B sales environment. Members and prospects are often from organizations with many different stakeholders facing a variety of needs and concerns.

Since many professional associations are not effectively managing this complex environment, memberships and revenues are declining across the country. Associations tell us:

  • “Our membership growth has stalled.”
  • “We are experiencing issues with member retention.”
  • “Our communication materials fail to break through and create involvement.”
  • “We need a better way to cost-effectively market our programs and services.”
  • “Our programs and services are not being noticed, understood, nor used.”

Sound familiar? The solution may not be as complicated as you think. Using a simple 4-tiered approach, your professional association can gain insight into powerful data that likely already exists. By mining this data and translating the results, your professional association will have the roadmap needed to grow.

TRANSLATE We translate market analytics into powerful insights for improved targeting, stronger differentiation, and deeper understanding of market opportunities.

MOTIVATE We develop relevant, impactful, action-inspiring creative based on our deep and nuanced understanding of each target—matching the right message to the right market.

ACCELERATE We generate more prospects, closes, and revenue faster by leveraging a wider range of marketing tactics—tapping and improving each one to multiply your overall success.

CULTIVATE: Leveraging every aspect of the customer database to capitalize on powerful database behavior, cross-selling, upselling, and maintaining customer loyalty.

As a result you can retain more members, find new prospects like your best current members, and increase share of wallet and revenue through your most profitable asset—existing loyal members.

Working with a brand expert who understands the challenges membership organizations face is critical. Developing a program that will create true value and content, inspire current members to stay, attract new members to join and drive future growth are all key when evaluating your marketing needs.

BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current members to stay, attract new members and drive future growth for professional associations. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

Healthcare and The Empowered Patient

The Healthcare Environment with the Empowered Patient

Gone are the days of the cold and sterile healthcare model. Today’s patients are informed and pro-active. The information age has catapulted a generation of informed and empowered patients. With this knowledge in hand, patients are expecting and demanding more. To stay relevant in today’s market, healthcare brands need to infuse their product with a sense of community.

Lindsey Weintraub, a social media strategist for healthcare brand, wrote an informative and actionable article with eight tips on how healthcare brands can put this thought to practice:

8 Ways Sterilized Healthcare Brands Can Bring Back the Human Touch
Read more here. 

1. Tell Your Story

Why does your healthcare brand exist? Give people a background about who you are and what matters most to you. Communicate your mission and vision. Bring your brand story to life in a creative and authentic way for people to get to know you. Think about how filmmakers introduce the audience to the main character and do character development. When you know the essential humanness of a person you feel empathy. You have a reason to root for the hero/heroine. Even when you don’t even like the hero/heroine you find yourself supporting them. See how far humanity can take you?

2. Work With the Persona In Mind

Create all patient facing content with personas in mind. This helps the brand stay focused on the target audience. It also helps align marketing with overall company goals and keeps messaging relevant, meaningful, and valuable. For example, if you are trying to reach people who are between 50 and 60 years of age, you can safely assume rap musicians aren’t likely to resonate with them.

3. Speak the Patient’s Language

If you don’t speak specifically to the patient, you risk creating an unreadable patient website or blog. Leave out the jargon and technical speak. By speaking the language of the patient, you are showing you understand and care about the patient. When it comes to understanding, a picture is worth a thousand words. Infographics, videos, animations, and other visual mediums are perfect for communicating complex information in an easily digestible format.

4. Invite Patients To Be Part Of Your Brand

Let consumers contribute to the brand story by giving them the opportunity to share their personal stories and experiences with your product or service. This can be done through a brand-owned landing page where necessary steps are taken to ensure compliance. Personal stories are inspirational and provide powerful social proof. It shows the brand cares about the people who use their products/services.

5. Avoid Stock Imagery

Stock photos can be generic and are usually not the best representation of the brand. When possible try to use original imagery. This yields exclusive rights to the visuals and prevents other brands (especially in your space) from having the same look. Original photography also lends credibility and gives a feeling of authenticity. If you faked the main pictures on your website with stock photography, what else are you faking?

6. Listen

Respond to consumers in offline and online communications whenever possible. It’s not always easy, but it’s imperative for healthy customer relationships. And ignoring consumers doesn’t solve the problem either; it just means they’ll go somewhere else to vent their grievances. This creates bad word of mouth and negative brand associations. Social listening and other methods of consumer research can help you better understand your customers and how to serve them.

7. Support Patients Beyond The Product and Product Support

Engage patients in a total care approach with valuable content designed for all stages of the patient life cycle. The digital medium provides ample opportunity to create meaningful experiences at multiple brand touch points. You can provide valuable patient education and inspire patients to live a healthier life. Create brand and product awareness, generate interest, and equip patients with the knowledge and confidence they need to make decisions about their health care.

8. Make The Benefit Abundantly Clear

The brand value proposition should be obvious. People shouldn’t have to dig around to figure out what they’re looking at. Try this exercise: imagine your current website without any of the text on it. Would anyone have a clue what you’re selling? If not, you may want to make it more clear what business you’re in. Hint: think benefits. The product may be a medical device, but what you’re really selling is quality of life, healing, peace of mind, comfort, restored ability, etc.

This new healthcare economy requires that the brands show their human side. These very simple steps are the starting point for stripping the corporate suit off and making communication with the consumer genuine.

BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content and drive future growth for our clients. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

Healthcare Marketing and Service Lines

Healthcare Marketing: Do You Know What Service Line Leaders Want to Know From Your Marketing?

When selling to hospitals today, the role of the service line leader has become more important than ever before. One of the challenges the service line leaders face is the multiple hats they have to wear between clinical responsibilities and growing the service line business.

There are a number of drivers impacting service line leaders today:

  • C-suite expectations (margin, growth, quality, efficiency)
  • Operational expectations (financial, efficiency, nursing)
  • Physician expectations
  • Patient expectations

Selling into hospitals today is the quintessential complex sale. Each audience has its own need orientation from C-Suite to service line leader to physician. Understanding these drivers is what separates your product or service from getting an audience or falling in the black hole.

The Solution for Marketing to Healthcare Organizations

Rather than experimenting or guessing, start with BeaconFey’s proven process:

1. Identify who chooses your products and services and why.

2. Determine what organizations are not choosing you and why.

3. Show how your brand promise compares to the competition.

BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current clients to stay, attract new clients and drive future growth. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

Professional Associations and Membership Databases

Professional Associations: Tapping the hidden value in your membership database

Successful and immediately recognizable brands like Amazon and iTunes routinely analyze and harvest the data in their customer databases to increase sales performance. By doing so, they are constantly creating new opportunities to communicate and sell to an already proven and loyal group of consumers. It’s really all about understanding customer behavior and professional associations should be doing it too.

Looking at data in different ways is not unique to the retail industry – professional associations can and should do the same.

Why is this so critical to your professional association’s success?

It’s simple; the cost of acquiring new members is significantly higher than the efforts to build retention and keep your existing members. It starts with understanding customer/member behavior.

Key points to keep in mind when thinking about your association’s database:

    • Building member loyalty comes from leveraging three key database axioms: recency, frequency, and amount
    • The first step is to translate the data by profiling and segmenting based on utilization of your services and frequency of use by member type
    • Once the data is segmented, behavioral patterns will become immediately obvious and offer an opportunity for cross-promoting services
  • The results from the analysis can be leveraged to increase share of wallet, share of services and share of mind

A segment that is sometimes overlooked is members that have been lost. Having the ability to accurately pinpoint why members are not renewing and using that data to change and reengage members could be the best shot at increasing revenue and brand loyalty.

If you can track product and service utilization, there are two reports that can offer immediate feedback:

1. Cross-sell report: tracking how many services or events a member has used

2. Decile report: Dividing members into ten equal parts based on the number of services, or the amount spent with the association.

Both of these database reports show exactly who is brand loyal and who is about to walk out the door.

BeaconFey Marketing & Communications applied this decile report to a medical association client for pharmacy sales. Using this segmentation allowed concentration of marketing resources that generated 23:1 return on investment.

BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current members to stay, attract new members and drive future growth for professional associations. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

Online Marketing in Healthcare

Online Marketing in Today's Healthcare Environment

“The most influential are the most helpful.”

This is especially true for healthcare providers. If you want to become a leading source that patients turn to online, you have to be helpful, answering their concerns as quickly as they’re asked and easing their fears. If you want patients to become more informed, then inform them! http://www.fathomdelivers.com/blog/healthcare/patient-engagement-in-healthcare-what-is-online-marketings-role/

We live in a world that allows us both access to others and access to information. This shift has had a major impact on the way healthcare (and other such organizations) have to market their product. Engaging in authentic and helpful dialogue with their patients will help promote their brand and provide an essential service.

Why is patient engagement so important? How does this affect our healthcare system? Can this shift lead to improvements across the entire healthcare system?

The statistics are overwhelming and do seem to speak for themselves:

  • 83% of Americans don’t follow treatment plans given by their doctors exactly as prescribed
  • 42% of Americans feel they would be more likely to follow their prescribed treatment plans if they received encouragement and coaching from their doctors between visits

Patient engagement is a matter of life and death. According to a 2009 Kaiser study of coordinated cardiac care:

  • Patients have an 88% reduced risk of dying of a cardiac-related cause when enrolled within 90 days of a heart attack, compared to those not in the program
  • Clinical care teams reduced overall mortality by 76% and cardiac mortality by 73%

Building a healthcare system based on support, care coordination, and engagement of patients is how we can reform our population-based mode of care and truly provide personalized medicine. Through continuous patient engagement we can learn how to improve care for the individual.

BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current members to stay, attract new members and drive future growth for professional associations. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

Agency and Client Relations

What Makes a Successful Agency/Client Relationship?

In today’s world of marketing personnel rosters change more times than the head coach of the Cleveland Browns (seven different coaches since the reformed Browns entered the league in 2000). The fact is it is hard to get sustainable relationship momentum.

After more 30 years in the marketing communications industry there are eight fundamentals we have learned that are key to a beneficial client/agency relationship:

1. Be transparent and honest, even when it hurts or could lead to conflict.

2. Mutual trust and respect go hand in hand in a great partnership.

3. The relationship between an agency and a client is a relationship between people. Smart clients and smart agencies keep communication lines open and clear while working constantly and consistently to keep the relationship on track.

4. Strong partnerships between clients and their agencies will produce the best work and lead to better business results. Longevity, the result of a good partnership, is also a key to solid marketing results.

5. Both parties need a mutual understanding of expectations

6. Mistakes, Risks and Disagreements – It’s ok to make mistakes and take risks. It is ok to disagree on things. No one is perfect, and without disagreements, not enough perspectives are seen.

7. Have fun with each other. Marketing should be fun. Take time to make the journey enjoyable, this will build the relationship and trust.

8. As my mom always said, treat each other like you want to be treated.

BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current members to stay, attract new members and drive future growth for professional associations. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

Professional Associations and Membership Retention

Professional Associations Are Losing Members; Is Yours?

      • For many professional associations, the perceived value of membership is dwindling causing a tremendous impact to member retention and revenue. Why is this happening? According to a study by ASAE (American Society of Association Executives) (What is ASAE) and the Center for Association Leadership, of the 56% of association members who did not renew their memberships some of the top reasons were:

        • The value they expected to receive from the association was not delivered
        • The value they expected to receive from the association was not delivered
        • Members were dissatisfied with the association’s performance
        • Their employer stopped paying membership dues

        By not communicating the true benefits effectively, associations are damaging their organization’s brand and losing disengaged members.

        All hope is not lost - there are controllable and predictable factors that associations can anticipate and influence with their members.

        The Solution for Professional Associations

        Rather than experimenting or guessing, start with BeaconFey’s proven Association process:

        1. Identify who chooses your association and why

        When you are able to better identify the members of your association that are satisfied, you can create organic and on-line marketing methods to attract the right association member.

        2. Determine what member segments are not choosing you and why

        Is their a particular niche that you feel would be good to become part of your association, however they are not choosing to join your group? All is not lost, we just need to identify what this particular group is looking for and ensure that there is a market to message match.

        3. Show how your brand promise compares to the competition

        Its all begins with value. When you are able to show how your associations brand provide more value that they can receive elsewhere or where you can pique their curiosity to take a look, you are well on your way to increased association membership.

        Case Study:

        BeaconFey Marketing & Communications worked with an association client to identify where losses in membership were occurring. By first evaluating the potential universe of members and the size of their employers, we were able to pinpoint the client’s ideal prospect: marketing professionals in firms with less than 10 employees, which made up 95% of the marketplace for this particular industry and client.

        Upon a thorough review of the client’s database, we determined only 8% of their membership base met the criteria of their largest potential market universe. Lack of insight into valuable membership data meant this client wasted precious marketing dollars and resources on areas that were not beneficial to the financial health of their association and their brand value.

        Working with a brand expert who understands the challenges membership organizations face is critical. Developing a program that will create true value and content, inspire current members to stay, attract new members to join and drive future growth are all key when evaluating your marketing needs.

        BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current members to stay, attract new members and drive future growth for professional associations. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

        BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

    Hospital Branding and Color

    Hospital Branding: The Power of Color

    The commercial world has grabbed hold of the idea of branding and owning a color. The color theory is often an overlooked area of design. To present it in the simplest term you can divide color into two groups- warm or cool. Warm colors- i.e. red and yellow- are bold, inspiring, energetic, and enterprising. On the other hand the cool colors- i.e. blue and green- are more calm, peaceful, and reserved. This is important when it comes to branding, not just on an emotional level but also on a practical one.

    For a hospital or healthcare system to effectively ‘own’ a color gives it an enormous competitive edge, achieving instant recognition. When color branding is done right, just the color can evoke that hospital without the use of a logo or a name. Now that is powerful!

    For example; Dan Dunlop, an audience engagement expert, talks about his experience at Sacred Heart Hospital in Pensacola, Florida:

    “Purple is powerful, and they [Sacred Heart Hospital] have embraced it as their corporate color and the hallmark of their graphic identity… You can’t underestimate the value of this consistent visual representation of the brand.”

    Read more: http://thehealthcaremarketer.wordpress.com/2014/03/10/hospital-branding-with-color-2/

    Do you have any personal experience with a hospital branding with color? How integrated is their color within the everyday life of the hospital? I would love to hear your comments and thoughts below!

    Segmenting the Hospital World to Maximize Your Opportunity

    Marketing to Hospitals and Healthcare Organizations: Segmenting the Hospital World to Maximize Your Opportunity


    When marketing and selling to hospitals or healthcare providers today, understanding the sweet spot for targeting and maximizing your sales funnel is critical.

    It is kind of like fishing. Knowing which ponds, which fish and which bait they like increases your odds of catching fish.

    For example:

    • Of the 5010 community hospitals, roughly 7 out of 10 are under 200 beds
    • There are approximately 195,000 internal medicine, family practitioners
    • Approximately 79,000 are owned by hospitals as of 2012
    • Hospitals are losing on average $100,000 per owned primary care physician practice
    • Primary care physicians average about 2,100 patients per practice. They are working harder and making less money.

    Understanding these targeting insights can make the difference of a successful sales program and coming up empty. A client recently client reviewed their segmentation strategy, which netted out to one market segment worth about 90 targeted prospects. After translating the market analytics, we expanded their targeting to nine different segments and over 3,000 prospects.

    In short, we have a long history of consistently meeting and exceeding our healthcare clients’ marketing goals. We know healthcare, which means we can translate your product or service features to benefits that resonate with healthcare professionals.

    BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current members to stay, attract new members and drive future growth for professional associations. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

    BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

    Healthcare Marketing and Service Line Leaders

    Healthcare Marketing: Do you know what service line leaders want to know from your marketing?

    When selling to hospitals today, the role of the service line leader has become more important than ever before. One of the challenges the service line leaders face is the multiple hats they have to wear between clinical responsibilities and growing the service line business.

    There are a number of drivers impacting service line leaders today:

    • C-suite expectations (margin, growth, quality, efficiency)
    • Operational expectations (financial, efficiency, nursing)
    • Physician expectations
    • Patient expectations

    Selling into hospitals today is the quintessential complex sale. Each audience has its own need orientation from C-Suite to service line leader to physician. Understanding these drivers is what separates your product or service from getting an audience or falling in the black hole.

    The Solution for Marketing to Healthcare Organizations
    Rather than experimenting or guessing, start with BeaconFey’s proven process:

    1. Identify who chooses your products and services and why.
    2. Determine what organizations are not choosing you and why.
    3. Show how your brand promise compares to the competition.

    BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current clients to stay, attract new clients and drive future growth. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

    BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

    Contact Us
    Call us!
    (410) 583-1203