Improve the Health of your First-Party Data with DRTV

5 Keys to Generating Qualified Opt-Ins

In the era of increasingly strict privacy laws, healthcare marketers are going to need to take a more proactive role in generating leads when building a first-party database. This will require the deployment of upper funnel tactics that can connect with target consumers and get them to opt-in for more information about a product, service, or solution. Direct response television (DRTV) becomes a valuable tool in this effort as it combines the scale of mass media with the ability to optimize based on response that digital marketers have grown used to.

While DRTV is a powerful tool; it is also a specialty. Each element of a campaign (message, media, and measurement) needs to be fine-tuned in order to achieve success in the healthcare space.

Here are 5 tips that will help you maximize efficiency and generate qualified leads to drive brand growth:

1. Engage, Educate and Motivate. At Eicoff, we refer to our creative approach as Storyselling. It’s the combination of “what we all love about a good story” with the “selling of your brand.” Storyselling begins by engaging the target with a relevant message right out of the gate. The intent is to get the viewer to identify with the message and lean in to hear more. From there, the key is building value and interest by educating and informing – without being boring. We follow a story arc that is all about the product or service. The more a consumer understands, the more likely they are to take action.

2. Honesty is a Great Policy. Finding one qualified lead is better than 10 mismatched ones. That’s why being honest and clear about the way your product works is important. If the consumer will need 60 days to achieve results, spell it out. Don’t overpromise immediate success. This begins with the initial TV creative, but should also be communicated consistently throughout all touchpoints – call center, landing page, physician communications, etc. This ensures that the leads you are generating are informed consumers, with an understanding of what to expect. These more qualified leads will limit time spent with customer service, save you from product returns and even minimize poor social reviews.

3. Cast a Wide Net in a Targeted Pool. In order to build a large enough prospect pool, it is important that your program has enough scale. Remember, part of what makes TV effective is its reach. DTC marketers recognize this every day, as they turn to TV in increasing numbers to build their business beyond digital channels. This is not to say that TV is a “spray and pray” medium. There is a balance of reach and precision that needs to be managed with a healthcare DRTV campaign. Smart DRTV media buyers will build a campaign to reach their target consumer(s) based on historical performance and will utilize multiple channels as necessary – including linear, satellite, diginets, programmatic video, OTT, and addressable TV.

4. Measurement is the Key to Success. Data is the lifeblood of a DRTV campaign. Buyers are tracking performance each day across variables like station/network, daypart (time of day)/rotation, creative and offer. And while the evolution of digital technology has made it easier for consumers to respond online or on the phone, attributing response has become more difficult. Don’t go it alone. Make sure you work with a DRTV partner that has a robust measurement solution that can track both dedicated response mechanisms (unique 800#s, URLs, promo codes, text codes, etc) and indirect response like search, generic web lift, and impact on other direct marketing channels. A strong attribution methodology will allow your program to deliver growth and efficiency via optimization.

5. Optimize Based on Lifetime Value. Don’t let short-term performance prevent you from achieving long-term success. Your campaign goals should be based on the lifetime value of converting a lead. Work with your DRTV partner to apply conversion assumptions, the impact on other channels (see Measurement above) and full revenue potential to your leads in order to properly assign value to initial KPIs like a phone call or web visit. Inaccurate campaign goals will limit your ability to optimize and scale the program as you run the risk of paring back fruitful areas by reacting to the wrong metrics. Take into account the cost to nurture leads and maintain compliance. When looking at the big picture, you will get a better understanding of the value of each DRTV lead. With these factors taken into consideration, your DRTV partner will be better armed to go out and find valuable opt-ins at scale.

Privacy laws exist to protect us as consumers. But they can also elevate cost and risk for marketers. With the right DRTV partner, you can take control of building your own database while still giving the consumer the power to choose. With the ability to reach a targeted audience at scale, identify hand-raisers and generate qualified opt-ins, all while optimizing to ensure efficiency, a properly run DRTV program can be a terrific tactic to pump new life into your marketing program.