For each service line, the marketing team will come up with a function they think will appeal to the patient demographic. Sherman estimates that Banner spends around $1,000 per hosted event.
"With email marketing you can fill the slots without spending a dollar," she says. "If we do ads we do them in the community sections of the paper."
The two most successful marketing techniques to reach seniors and baby boomers include email marketing and live events, Sherman says.
"We have facilities that are based in a population that is older population they are very engaged in events and lectures, it makes sense. People are living longer and really taking care of themselves in a very different way---they are very active in their health," she adds.
Integrated marketing techniques at Banner include hosting an event that will attract a certain audience, gather emails at the event, then follow up with an email campaign. For baby boomers, Sherman says a future event may be a lecture or a luminary walk dedicated to cancer patients.
Step 3: Adapt to Marketing Changes as the Population Ages
How will marketing change in the future due to the aging population? There are a number of factors to keep in mind with accountable care organization regulations, increased HIPAA scrutiny to prevent data breaches, and the growth of the medical home model.
"Our business model now is to drive patient volume. For ACOs, our goal will management of health in a cost efficient manner---keeping [patients] healthy and how to manage their disease processes," Sherman says. "It will different than marketing we have now that is based on driving patient volume. In the future there will be a lot more focus on disease management, reminder systems, incentives, [and] wellness programs. Positioning of our facilities as a comprehensive system in place, from ambulatory service centers, to inpatient, [to] hospice is going to be essential. We're really looking at a focus on the continuum of care so we can attract market share."