Part 2 of “The Future Of Modern Medicare Marketing” Series
Each year, there are more marketing related business conventions and shows than anyone can possibly attend. If you’re one of the luckier Medicare marketers, whose organization sees the value in sending their marketing people out into the world to find what the latest and greatest techniques, tactics and strategies are, you will most likely proceed very judiciously to select a conference or event that will provide you with some actionable take-aways.
Deciding to spend that allowance on an event that is specifically dedicated to marketing technology, such as MarTech isn’t likely to happen. And that’s okay, or is it?
While marketing technology gained traction as a B2B marketing enablement, with long sales cycles, complex sales, group buying, and account based marketing (ABM,) today, ALL forward thinking marketing organizations have seen the reality of their future, and that future is being forged today with the perpetual innovation, refinement, optimization that is fueling the marketing technology industry.
Do Medicare marketers care about marketing technology?
One that definitely does is David Edelman, the CMO of Aetna, who happens to be the keynote speaker at the upcoming MarTech conference in the fall of 2017, and his topic is “Marketing-Led Digital Transformation, Inside and Out”.
As marketing technology makes its way beyond B2B applications, into B2C and specifically, healthcare- and Medicare marketing, those early adopters will have an unfair advantage to the laggards in the space.
Chances are, if you are a Medicare marketer, you compete with Aetna. How do you feel knowing that they’ve not only adopted marketing technology, but are so immersed in it, that they are a thought leader on the subject, speaking at a conference that is completely dedicated to marketing technology?
Compare Aetna’s adoption of marketing technology to that of your own organization, and where do you stand? Do you have a CRM in place? Have you even considered a marketing automation system? What is the state of your digital analytics? How will you compete with the Aetna’s of the world, today, and tomorrow?
What is a Marketing Technology Stack?
AdRoll, a marketing technology itself, defines the Marketing Stack:
“A marketing stack is a group of technologies that marketers leverage to execute, analyze and improve their marketing activities. This includes all technologies that marketing teams use, from marketing automation to data enrichment and analytics.”
Let’s assume that Aetna has the complete marketing technology stack in place right now, along with a marketing operations team, with the leadership that believes in marketing technology, so you have top-down investment throughout the organization and a team that is ready to utilize every tool in their toolbox to create an unfair advantage in marketing against your organization.
How long will it take your organization to ramp up to the level that Aetna is working at now?
During that time how much of your market share will erode and how much of it will be taken by Aetna and other competitors who are ahead of your organization in marketing technology adoption and practice?
So, let’s get back to the question that began this section: Do Medicare Marketers Care About Marketing Technology?
If you’re a Medicare marketer, and you aren’t aware of the plethora of marketing technology available to you and your organization, there’s good news and bad news.
The bad news is that other organizations are far ahead of where you are right now.
The good news, is that it is not too late to begin that journey, the same journey that the Aetna CMO will be speaking about this fall at MarTech which is “Marketing-Led Digital Transformation, Inside and Out.”
Every Medicare marketing organization needs to have a Change Agent. Someone inside the organization that can influence or forge alliances with the top executives in marketing, to raise their hand, and speak “truth to power.”
The truth is that those organizations who sit on the sidelines of the marketing technology movement will be facing an unfair advantage to those organizations who are using the technology.
And the clock is ticking. As more Medicare marketers strive to create that “unfair marketing advantage” over their laggard competitors, the more proficient and efficient early adopters will “eat their lunch.”
When intelligent, complex lead nurture emails, tele-contacts, direct mail pieces, remarketed digital advertising, all optimized through real-time digital testing and insight provided by real time off and online analytics; all that which is possible through the use of marketing technology can bring to bear on prospective members will consistently out-perform organizations who are trying to out-run a jet plane with a horse and buggy.
Medicare Marketers! The Marketing Technology Future Is NOW!