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How to Manage Your Healthcare System’s Marketing Assets

How to Manage Your Healthcare System’s Marketing Assets

The healthcare industry boasts 784,626 companies in the U.S., serving a population of more than 330 million people. That’s a lot of competition to keep track of and a lot of patients to communicate with.

On top of serving a large population with diverse needs, healthcare marketers don’t just support the needs of a single hospital; you also manage the needs of ancillary departments or partners such as urgent care centers, school clinics, and physician networks across the region or country.

Bandwidth and bottlenecks are all too common issues for healthcare marketing teams. Fortunately, modern marketing asset management technology has made things easier than ever.

Imagine no longer running to the “marketing closet,” grabbing the requested items and assembling, packaging and shipping them. And think of the time saved by eliminating one-off and ad-hoc requests for customized marketing collateral.

How much time would that save your marketing department every year?

Read on how to learn how healthcare marketers are leveraging marketing portals to boost bandwidth and streamline their operations.

What is a Marketing Portal? 

A marketing portal centralizes all of your marketing assets in an easy-to-use, web-based platform. Custom-built for your business, the portal provides 24/7 self-service access for users to personalize, order and distribute the materials they need.

You retain enterprise-level control of user access, budgets, and brand in the settings. You can even check who is ordering what, how much and when.

Your colleagues – across departments and locations – can access pre-approved marketing assets through the portal with minimal oversight from marketing.

Self-Service Access Frees Up Your Time

With the Jet Mail Marketing Portal, all marketing materials are consolidated in a centralized location that can house an entire library of assets including business cards, brochures, sell sheets, business stationery, direct mail postcards, product marketing kits and more. You can give approved employees, vendors, partners and affiliates access to the portal, making it easier than ever to manage marketing assets. Plus, the self-service access frees up your time while still giving you complete control over all marketing assets. Admin settings are completely customizable, so you can decide what users can order, and what they can (and can’t) customize.

Does the Seattle facility need co-branded patient education brochures for their new orthopedic wing? What about business cards for HCPs or presentation folders? They can order variable (customizable, print-on-demand) or static (pre-printed, pre-assembled, ready-to-ship) assets through the portal and have them shipped directly to their location.

Sales reps have the same self-service access to the materials they need to ensure they always have a fully stocked “trunk” of assets like brochures, flyers and product information kits. Toggle the settings for each rep to control how much they can order, so you don’t have to worry about breaking your collateral budget.

You can even provide referring physicians with access to pre-designed templates that allow for controlled customization. They can add things like their logo, location and regional information to flyers, brochures or patient education materials.

This self-service access eliminates bottlenecks and resource-draining manual processes while also ensuring that your brand and budget are always in check.

Tight Controls Let You Easily Manage Your Brand and Budget

We mentioned allowing customization in pre-designed templates above, but your branding and messaging are safe in the portal since you decide what variables or sections can be customized and what are locked into place.

You can also embed your style guide into the portal to ensure that all fonts, colors and other design elements are in perfect alignment with branding.

Want to sign off on all customized orders before they head to production? No problem. You can adjust settings for users and assets, so that approval is required.

But don’t worry – you won’t create new approval bottlenecks. Automated workflows within the portal drastically reduce review and approval times because fewer employees and resources are required when customized assets are created.

You’ll also benefit from complete oversight of your marketing operations as well.

Gain Full Oversight of Marketing Asset Usage

With all your marketing assets housed in one central place, tracking collateral usage is easy.

The portal has built-in comprehensive reporting, so you’ll always know what marketing materials are actually used. This valuable insight can inform future collateral development and optimization.

If you notice that HCPs frequently order patient education brochures about your orthopedic center, this is a sign to create more content around orthopedic procedures.

When you see that an outpatient facility in Orange County has substantially lower order volume than the other facilities in California, you can investigate. You might learn that the assets don’t resonate with the local health population and need to be updated.

Are sales reps ordering a large volume of corporate overview folders? It might be time to optimize and refresh them.

This kind of real-time and historical data can help your department refine content development and increase its ROI.

Marketing Asset Management for Modern Healthcare Marketing

Behind the Jet Mail Marketing Portal is a state-of-the-art print shop, commercial mail house, fulfillment center, 80,000 square foot warehouse and a team of experts ready to create the perfect solution for your business. Your custom-built portal will free up bandwidth and allow you to easily manage your marketing assets across an entire healthcare system. To get started, contact our experts today.

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