You must learn a new skill – how to convert consumers who will underutilize the health system. That means getting healthy young people to opt-in/sign up. Who can teach us how to do it well? One great case study comes from the evil people on the other side of the argument.
At a recent “Opt-out” promotion funded by an extreme political group, they recruited (or “de-recruited”) twenty-somethings – here is an excerpt via the New York Times:
“The group’s communication director, David Pasch, wrote an email to The Tampa Bay Times describing a drunken event at Saturday’s University of Miami-Virginia Tech football game:
‘We rolled in with a fleet of Hummers, F-150’s and Suburbans, each vehicle equipped with an 8’ high balloon bouquet floating overhead. We hired a popular student DJ from UMiami (DJ Joey), set up OptOut cornhole sets, beer pong tables, bought 75 pizzas, and hired 8 ‘brand ambassadors’ aka models with bullhorns to help out.’“
This may seem insane, but the marketing principle is good – go fish where the fish are. Except for the booze and flagrant sexism, this is a great example of using a “Street Team” to drive enrollment, increase the size of your database, and increase social media referrals.
What is a street team? Very similar to what you may know now as “health promotions.” The difference is street teams need measurable goals, ways to increase the database contacts, and some showmanship. This kind of guerrilla marketing is also usually cheaper and more effective than traditional media. It just takes different management skills than paid media.
Call me anytime if you want to discuss how to find those to help you execute experiential media. I’d love to help.
Here is to a new age of healthcare marketing – you will at least have a good time.