The Evolution of Marketing
The New Rules of Marketing in Employee Benefits
Presented By:
Jonathan Edelheit, JD; President of the Employer Healthcare & Benefits Congress
HR Business Challenges • Healthcare Reform Compliance • Increased Costs • Administration
White Noise Challenge?
Traditional Advertising is Dead
6 New Rules of Marketing Business Development
Engagement
Stickiness
Branding
Connectivity
Long Lasting Relationships
Selling Doesn’t Work Anymore • You need to Engage your clients and prospects – Engage with fresh dialogue – Educate via new mediums – Be a thought leader with a retailer approach
Walking the Fine Line • Trying to sell your product and service versus trying to be a leader and educator and making people want to buy your product.
Misused and misunderstood term
Ninety Percent Not Thought Leadership
Thought Leadership Misuse
How to be a Thought Leader • Webcasts • Educational Content
• Whitepapers • Speaking
How to be a Thought Leader • Healthcare reform by
You can Try and Force Yourself on Customers‌
‌ Or They Can Find You White Papers
A New Medium is Here
Develop a Customized Media Strategy • The result is the formation of long-term relationships, creating “stickiness”
Stickiness • Creating marketing channels, methods and strategies that bring existing clients and new prospects to you, versus you going after them and keeping them engaged with consistently your organization.
Quantity of Visitors Doesn't Equal Quality • What is the ROI of having 100,000 impressions or click through? • Would that excite you to get them many views? • Are you measuring leads from impressions?
Paying a Magazine for Impressions/Views?
•
Want to buy the Brooklyn Bridge?
Why LinkedIn? • It's the social network most of your clients or prospects use. • easily identify prospect and connect. • Enables actual relationships. • Cuts down qualifying work and tail-chasing.
Challenges of LinkedIn? • Getting Lost on it • Misusing it • Using Bad Practices instead of best Practices
Questions? • How do you avoid alienating people on linkedIn? • What type of messages should you send or not send within your network? • What type of postings should you post? • how should you respond to other people's postings? • How do you become a thought leader with posting discussions that's going to engage people?
Do you Create your Own Group?
What Groups are You In? • Are you in the right groups? • Do you know which groups are the leading groups? • Are your clients and prospects in there? • Is the group educational or sales oriented?
The Number of LinkedIn Groups • • • •
2.1+ million groups on LinkedIn 8,000+ new groups created a week Average user joins 7 groups How will you stand out from the crowd? – People want to be in the major LinkedIn groups
Limitations of Being a Member of A Group? • If you are not a group owner, what can you do? – You can send a message to the first couple hundred people. – That’s it.
Sending Announcements
How to Not be a Spammer •
We have all seen spammers online, but some can be more subtle than others.
How Not to be a Spammer If you click on the link, you are taken to this website. • Look at the ads, which are front and center • Notice the categories on the right? •
They handle insurance, communications, and real estate?
How Not to be Spammer •
This is the bottom of the page. • •
More ads here Notice that the comments are turned off…
How Not to be a Spammer This is the Profile in question. • Is Writer, Editor, Accountant, and IT professional? • Speaks English, Spanish, Nepali, and Hindi? • Some of these entries do not make sense…
How Not to be a Spammer Here are all the employees of this company • A lot of self-employed employees… • Some of these profiles do not even have names
My LinkedIn Reach – 300,000+ in over 40 groups Healthcare Reform Group –28,000+ Corporate Wellness –19,000+ Benefits Health and Welfare Professionals –27,000+ Hotel and Hospitality –180,000+
The Stickiness? • Adding typically 2,000 to 3,000 new members per week. • Compare that to Magazines in industry 26,000 and shrinking?
Digital Distribution Add images of magazine covers and the association logos.
Employer Healthcare & Benefits Congress With multiple initiatives and platforms to unite the thriving employer healthcare industry, the Employer Healthcare & Benefits Congress (EHBC) is one of the largest US healthcare conferences in the country, with up to 2,500 attendees and up to 130 exhibitors and sponsors.
Approved VIPs
Government Agencies 1. Keynote Address: Perspective from the HHS and DOL Influential Federal Authorities
Phyllis Borzi Assistant Secretary, Employee Benefits Security Administration, U.S. Department of Labor
Alan Tawshunsky Deputy Association Chief Council, Special Council U.S. Treasury
Christen Linke Young Director, Coverage Policy, Office of Health Reform U.S. Department of Health & Human Services
Attendee Profile
As a Marketing Leader, which are You?