External Marketing
gs Media: Paid, Earned, Owned,
red and How to Apply
o Your Practice
w*
*President, Market Mentors, LLC,
ays a significant role in two key areas of medical practice
155 Brookdale Drive, Springfield, MA
01104; phone: 413 787-1133; e-mail:
me growth and patient retention. However, because the
michelle@marketmentors.com.
exposed to about 30,000 messages daily, it can be difficult
Copyright © 2019 by
Greenbranch Publishing LLC.
lutter. One strategy is to understand and deploy a variety
ncluding paid, earned, owned, and shared—in combination
results. The author discusses the different types of media,
d challenges they present, and best practices for engaging
owth.
Here’s how to understand these tools and
All Things Media: Paid,
Earned, Owned, and Shared
apply earned
them tomedia;
your
ng; advertising; public relations; paid media;
edia.
practice.
By Michelle Abdow
Reprinted
with Permission
from
keting plays
a significant
role
inThe
Journal of Medical Practice Management,
reas of Mar/Apr
medical2019,
practice
managepgs 289-293
copyright
2019
Greenbranch
Publishing,
LLC,
ume growth and patient retention.
(800) 933-3711, www.greenbranch.com.
because the average consumer is
plays a
00 messages daily, itedia
canmarketing
be difficult
significant role in two
tter. One strategy iskey
to understand
areas of medical
of types of media—including
paid,
practice management:
volume
growth
ared—in combination to obtain and
the pa-
M
Marketing: © Mast3r | Dreamstime.com
tient retention. However, because the
average consumer is exposed to about
30,000 in
messages
it canmedia
be difficult
unnel shown
Figuredaily,
1. Paid
to cut through the clutter. One strategy
ents intois the
funnel by
first of
to understand
andcreating
deploy a variety
types
of
media—including
paid,
earned,
tice, and then interest in it. Earned
owned, and shared—in combination to
erest and
increases
practice’s
obtain
the desired the
results.
Consider
the
sales
funnel
shown in
atients are ready to make a decision,
Figure 1. Paid media draws prospective
he practice.
Owned media provides
patients into the funnel by creating first
mation, drawing
the inawarenessthem
of thedeeper
practice, into
and then
terest
in
it.
Earned
media
adds
to
the inmedia and digital advertising inspire
terest and increases the practice’s cred-
y by scheduling an appointment.
Figure 1: Combining
a variety of media
types in combination
drives
results.in combination
Continued on page 74 Figure
1. Combining
a variety
of media
types
drives results.
www.podiatrym.com
AID MEDIA
JANUARY 2020 | PODIATRY MANAGEMENT
in a variety of media, but without a focused message and
73
externaL marketing
290 Medical Practice Management | March/April 2019
Media (from page 73)
ibility. So, when patients are ready
to make a decision, they are familiar
with the practice. Owned media provides them with more information,
drawing them deeper into the funnel,
where shared media and digital advertising inspire them to act—hopefully by scheduling an appointment.
74
Paid Media
Paid media is advertising—paying
to promote a practice’s services or
products. On the plus side, advertising offers immediacy, scale, and
control. If not done well, however, it
may simply add to the clutter, costing practices money without much
Figure
Weekly
usage
based
on entire
the entire
U.S. population.
Total
reward.
Figure 2:2.Weekly
TVTVusage
based
on the
U.S. population.
(Source:(Source:
Nielsen, Nielsen,
Total
Audience
| Report
Abdow
All Things Med
Audience
Q1, 2017.) Report Q1, 2017.)
A common error in advertising is
to default to a “spray and pray” approach, spending a lot of money on
placement in a variety of media, but
media they watch or listen to the most, even when t
whoand
we reach.
without a focused message
tar- It is just as important to refine the target
as it is to refine the message. For example, a
aren’t in their own target audience. Data and syndica
geted buy. Most practices audience
have limithealth practice will not want to spend advermedia measurement allows us to home in on the prim
ed advertising budgets, so women’s
the impact
tising
dollars
on
a
medium
that
attracts
a
young
male
demographic without personal bias, which gives the p
of each dollar should be considered
audience.
tice the biggest bang for their advertising buck.
carefully. The three essential compo77 Frequency
tells us how often the target audience will be
There are a wide variety of paid media platforms to c
nents of effective paid advertising
are
exposed to the ad. The “rule of seven” is an old marketsider. Here are the most common, each of which offer
reach, frequency, and message.
ing adage that says a prospect needs to see or hear a
own set of benefits:
marketing message at least seven times before he or she
77 Television: Television advertising continues to be
• Reach tells us the number of
takes action (and with the media saturation that exists
top form of media—offering sight, sound, motion,
people in the target demographic that
today, that number is likely much higher now). Ademotion—with adults overall spending almost 35 ho
we are sharing the message with—
vertisers become tired of a campaign long before their
per week tuned in (Figure 2). It is also relatively e
basically, who we reach. It is just
customers do, as it only gets through to the customers
to target key demographics using syndicated me
as important to refine the target aua limited number of times and amidst a lot of competmeasurements.
dience as it is to refine the message.
ing messages. Resist the urge to constantly change your
77 Radio: Terrestrial AM/FM radio remains the cen
For example, a women’s health pracbranding and messaging. Patience pays off.
piece of audio advertising, accounting for 51% of au
tice will not want to spend advertis77 Message is what is being said and how it is being said.
time spent among persons aged 18 and over (Figure
ing dollars on a medium that attracts
Take a minute and try to think of a slogan of a wellThis compares with only 6% for Pandora, 5% for Sir
a young male audience. known brand. Perhaps Nike’s “Just do it” came to mind.
1
4% Research.
for(Edison
Spotify.
It
relatively
easy to ta
Figure
Audio
among
persons
18 and
older.
Research.
Share
of
Figure 3:3.Audio
timetime
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aged 18aged
and older.
(Edison
Share
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ear.also
Q3-Q4
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Or maybe the line
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Word, Adbecause
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Q2
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Word,
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Music.)
• Frequency tells us cessor
how often
Education
Program)
Free:
Music.) in its national campaign:
radio
stations.
the target audience will be
exposed
“Got
milk?” What do these messages have in common?
Print: Although
the death
of printrather
media is proclaim
Message
is else,
what
is being
said 77 deliver
to the ad. The “rule of seven”
an catchy,•and,
one, focused
message
They’reisshort,
above all
concise.
Trying
often,a ithandful
remainsthey
the most
trusted
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and
how
it
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being
said.
Take
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minold marketing adage that says
a
prosthan
will
gloss
over.
to communicate too many messages doesn’t do anyand
does
best
with
an
older
demographic,
often a
and try toConsumers
think of ahave
slogan
of a
pect needs to see or hear athing
marketing
but confuseute
an audience.
a short
target
audience
for
medical
practices.
well-known
brand.
Perhaps
Nike’s
message at least seven times
before
Ideally, syndicated media meaattention
span, so
it is often better
to deliver
one,
foDigital: Online
using
Google
“Justthan
do ait”handful
came they
to mind.
Or over.
maybe 77 surements,
he or she takes action (and
with
the rather
likeadvertising
Nielsen TV
and
Niel-Adwords, Fa
cused
message
will gloss
book,
or other
platforms
allows
targe
the line made famous by MilkPEP
media saturation that exists today,
sen
Audio,
should
be used
to exceptional
deterand
tracking
capabilities.
Although
television
still
rei
Ideally,
syndicated
media
measurements,
like
Nielsen
(Milk Processor Education Prothat number is likely much higher
mine reach and frequency. All too
overall,
Figure
4
shows
that
digital
is
gaining
tract
TV
and
Nielsen
Audio,
should
be
used
to
determine
reach
gram) in its national campaign: “Got
now). Advertisers become tired of a
often, advertisers want to buy the
and customers
frequency. All milk?”
too often,
advertisers
want
to buy the
exceeding
television
age 18–34
demographic
What
do these
messages
have
campaign long before their
media
they
watchfor
orthe
listen
to the
do, as it only gets through to the customers a limited number of times and
amidst a lot of competing messages.
Resist the urge to constantly change
your branding and messaging. Patience pays off.
in common? They’re short, catchy,
www.greenbranch.com
and, above all else,
concise. Trying
to communicate too many messages
doesn’t do anything but confuse an
audience. Consumers have a short
attention span, so it is often better to
JANUARY 2020 | PODIATRY MANAGEMENT
most, even when they aren’t in their
own target audience. Data and syndicated media measurement allows
us to home in on the primary demographic without personal bias, which
| 800-933-3711
Continued on page 75
www.podiatrym.com
externaL marketing
Media (from page 74)
gives the practice the biggest bang for their advertising
buck.
There are a wide variety of paid media platforms to
consider. Here are the most common, each of which offers its own set of benefits:
• Television: Television advertising continues to be
the top form of media—offering sight, sound, motion, and
emotion—with adults overall spending almost 35 hours
per week tuned in (Figure 2). It is also relatively easy to
target key demographics using syndicated media measurements.
• Radio: Terrestrial AM/FM radio remains the centerpiece of audio advertising, accounting for 51% of audio
time spent among persons aged 18 and over (Figure 3).
Avoid throwing money at new
opportunities because they are
shiny and new, and instead go with
what is tried and true.
This compares with only 6% for Pandora, 5% for Sirius,
and 4% for Spotify.1 It is also relatively easy to target key
demographics, because listeners tend to be loyal to radio
stations.
• Print: Although the death of print media is proclaimed often, it remains the most trusted form of paid
media, and does best with an older demographic, often a
key target audience for medical practices.
• Digital: Online advertising using Google Adwords,
Facebook, or other platforms allows exceptional targeting
and tracking capabilities. Although television still reigns
overall, Figure 4 shows that digital is gaining traction, exceeding television for the age 18–34 demographic.
• Billboards: Billboards offer high visibility and frequency for commuters who pass by every day. They
work best in conjunction with other forms of advertising.
When determining the best paid media platforms to
promote a medical practice, it is important to be aligned
with the practice’s primary audience. Avoid throwing
money at new opportunities because they are shiny and
new, and instead go with what is tried and true.
Earned Media
Earned media is public relations. Through press releases, media alerts, and relationships with the media, it
Continued on page 76
www.podiatrym.com
JANUARY 2020 | PODIATRY MANAGEMENT
Figure 3. Audio time among persons aged 18 and older. (Edison Research. Share of
externaL marketing
ear. Q3-Q4 2016, Q2 2017. Persons 18+. Sirius FM: Ad-Supported: Spoken Word, AdFree: Music.)
Media (from page 75)
76
is possible to gain exposure in news
segments, feature stories, and bylined articles. This can help to position the practice’s experts as thought
leaders in their field, and thus build
awareness of and credibility for the
practice.
Most medical practices will want
to work with an agency on earned
media, because it has a lexicon and
style all its own, and it takes time
to nurture relationships with members of the media. Unlike advertising,
there is no cost for the coverage—just
time and effort. Done well, the result
is a third party promoting the practice, enhancing its credibility, and
providing the practice with shareable
content for use on its website to enhance search engine optimization.
Figure
Digital
advertising
of average
time
per adult
on U.S.
Figure 4:4.
Digital
advertising
share share
of average
time spent
per spent
adult based
on U.S.based
population.
(Source:
(Source:Report
Nielsen,
Total Audience Report Q4, 2016.)
Earned media can be a challenge population.
Nielsen, Total Audience
Q4, 2016.)
because there is little control of the
message and no guarantee the media
to aim for the sweet spot—the inmedia’s audience. Successful earned
77 Billboards:
Billboards
offer high
visibility
and frequency
will pick up the story.
The key to
tersection
between
what’s
in it for
media benefits both
sides.
EARNED
MEDIA
for commuters
by every
They in
work
bestthe
in
pitching to the media effectively
is who
thepass
practice
andday.
what’s
it for
Continued on page 77
Earned media is public relations. Through press
conjunction with other forms of advertising.
media alerts, and relationships with the media,
When determining the best paid media platforms to
sible to gain exposure in news segments, featur
promote a medical practice, it is important to be aligned
and bylined articles. This can help to position the p
with the practice’s primary audience. Avoid throwing
experts as thought leaders in their field, and th
money at new opportunities because they are shiny and
new, and instead go with what is tried and true.
awareness of and credibility for the practice.
www.greenbranch.com | 800-933-3711
JANUARY 2020 | PODIATRY MANAGEMENT
www.podiatrym.com
externaL marketing
Media (from page 76)
It also is imperative to be available when a writer,
editor, or other news person responds, even if the time
does not align perfectly with the practice’s busy schedule.
Members of the media often are working on tight deadlines, and if they don’t receive a quick response, they will
reach out to someone else to provide commentary, which
could be a competitor or someone providing a contrary
point of view.
Once reporters, editors, and producers have an expert
as a contact, they are more likely to call back for other
stories. Repeat appearances and regular guest columns
often are the result of successful media outreach, which
catapults awareness of the practice.
For medical practices, occasions for press releases
and media outreach may include any of the following:
• A new procedure, service or technology, particularly if it is new to the local market;
The practice’s website should be
considered the “front door” of the
practice, because it is often the
first place a patient interacts with the
practice, and first impressions count.
• New staff hires, especially if they expand the capabilities of the practice;
• Events, clinics, screenings, and promotional
activities;
• Accreditations and awards;
• News with a seasonal tie-in, like flu season, spring
allergies, or national recognitions such as Foot Health
Awareness Month in April;
• Topical news, providing a local perspective on national or regional health news;
• Corporate social responsibility—if, for example, the
practice staff donates time, support, or funds to a worthy
cause; and
• Success stories featuring patients who are willing to
be featured.
Although it is difficult to measure the effectiveness of
many public relations activities, the credibility provided
by earned media can prove invaluable in overall strategy
and long-term planning.
Owned Media
Most medical practices already own some media,
including their website, brochures, mailers, and blogs.
These are assets the practice manager controls that can
be used to help build long-term relationships with existing and potential patients. They offer longevity and
Continued on page 78
www.podiatrym.com
JANUARY 2020 | PODIATRY MANAGEMENT
externaL marketing
Media (from page 77)
78
the ability to reach niche audiences. However, they can be difficult to
disseminate without the benefit of a
plan that incorporates other forms of
media used in combination to maximize their effectiveness.
Owned media is valuable in
that the practice controls the content: messaging, tone, and appearance. Practice managers should
take stock of all of the owned
media they are currently using, and
evaluate each piece asking the following questions:
• Do the materials portray the
practice’s brand in a positive and
professional manner?
• Are the materials consistent in
tone, style, and branding?
• Are the materials accurate
and helpful to potential or current
patients?
One of the most valuable pieces of owned media is a practice’s
website, so it is worth investing the
time and resources to ensure that
it is done well and maintained reg-
asked questions; and
• Make it easy to take the next
step, whether that is scheduling
an appointment or asking for more
information.
Beyond these basics, practices
will want to maximize search engine
The best marketing strategies
encompass all things media, because each can
effectively reinforce and bolster the others.
optimization by ensuring the site is
updated regularly with fresh content, such as a blog, news, or other
features.
Shared Media
Shared media, also referred
to as social media, can provide a
personal approach to promoting a
medical practice. It allows practices
to develop relationships with their
patients by becoming a trusted resource, which can help grow loyalty
Social media can also be
a huge time-suck for a medical practice,
because it is important to maintain a consistent
presence, monitor it daily, and respond to comments
and posts, both positive and negative, promptly.
ularly. It should be considered the
“front door” of the practice, because
it is often the first place a patient
interacts with the practice, and first
impressions count. Every practice’s
website should:
• Offer simple, easy-to-use navigation;
• Contain the basic information
patients are looking for, with provider biographies, location, phone
number, hours of operation, how to
schedule an appointment, services
offered, and so on;
• Be mobile-optimized for users
on phones and tablets;
• Provide answers to frequently
to a specific medical practice’s audience, or appropriate for the types of
information a medical practice would
share.
Social media can also be a huge
time-suck for a medical practice,
because it is important to maintain
a consistent presence, monitor it
and provide easily tracked analytics.
It also offers a great, no-cost way
to share paid, earned, and owned
media.
However, without a clear understanding of the many social
media platforms—Facebook, Twitter, LinkedIn, Instagram, YouTube,
and more—it can be easy to miss
the mark. Each platform continues to
evolve, and a practice’s social media
plan needs to keep pace.
It is important to understand that
the platforms are not the same, so
the way to communicate on them
must be different as well. Furthermore, not all platforms are relevant
JANUARY 2020 | PODIATRY MANAGEMENT
daily, and respond to comments
and posts, both positive and negative, promptly.
If a practice has the time and expertise to be effective on social media
(or an agency that can help), Facebook usually is the most appropriate
platform to consider. Of course, patient privacy and HIPAA are important concerns for practices, so a social
media policy that prohibits the sharing of protected patient information
is essential.
Conclusion
The best marketing strategies
encompass all things media, because each can effectively reinforce
and bolster the others. Strategically
placing paid media in concert with
earned news coverage and sharing
it through owned and social media
channels is an art all its own. By
deploying a strategy that encompasses all things media, practice managers will enjoy more opportunities to
grow their practices. PM
Reference
Edison Research. Share of the Ear,
Q3-4 2016, Q 2 2017. Persons 18+ Sirius
XM: Ad Supported: Spoken Word. AdFree: Music. edisonresearch.com.
1
Ms. Abdow is
President of Market
Mentors, LLC. in
Springfield, MA;
e-mail: michelle@
marketmentors.com.
www.podiatrym.com