Which elements should you include in a new integrated campaign?
Determining the appropriate elements of an integrated campaign can be a challenge. Often health care marketers are expected to:
1. Use all of the media outlets available (effective or not);
2. Scramble to secure the media buys or placements (outside of existing contracted media); and
3. Replicate the campaign’s general information and visual style quite literally taken from the core advertising message (whether it is appropriate for the media or not).
This execution style can result in wasted money and time; not to mention untrackable results. The campaign launches with great internal fanfare and fizzles out quietly without mention or reporting of ROI.
Marketers can make the most from an integrated campaign launch, by building a customized media matrix that can be used by your extended team (marketing, communications, PR, web and social media teams, etc) during your planning stage. Your matrix can become a reusable and evergreen
tool for your team. It gives you a quick glance of criteria that help to determine what will best serve your objectives given time, resources, upkeep, objectives, audience match, etc. I have created one for health care new media selections, but this can, and should, be extended to placement on web sites and traditional tools.
Tips:
1. Select only the media options you and your team can support. New media will require constant ‘care and feeding.’
2. Spend 2/3 of your time planning and 1/3 executing any integrated campaign. This includes media matrices.
3. Track all elements of an integrated campaign (traditional and new media)
– Elizabeth L. Scott
