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Grow Your Beneficiary Base Using Grassroots Marketing Techniques

Providers have answered the call of engaging with their elected officials on the impacts of harmful Medicare policies that impact the durable medical equipment industry. There have been nearly 17,000 messages sent through the VGM Action Center in the past 12 months, and those messages are causing DME apart of large healthcare discussions on Capitol Hill. This grassroots coalition of providers and industry stakeholders continues to effectively advocate through messages and countless congressional meetings. In order to keep expanding to networks providers and state associations can work together in order to extend their reach to new beneficiaries through strategically targeted Facebook advertising.

In an effort to reach beneficiaries that live in districts that key members of Congress represent, People for Quality Care sponsored this commercial to be played in these targeted districts. The video saw great success with relatively low costs to run it. The video reached over 76,000 people with over 50% of viewers watching a majority of the advertisement. That is approximately 42,000 individuals that have taken an interest in the commercial that they could have scrolled past as they were looking at Facebook.

Using Facebook Ads is an effective way to effectively target specific types of individuals that your business can benefit from. Providers have the ability to create these targeted ads for the people that will most likely take interest in.

This targeting can be done a number of ways:

  • Geographically, by location or zip code
  • Specific demographics, such as age
  • Interests like what pages that person likes
  • Mutual connections on Facebook
  • Behaviors and analyzing what that person is searching for

This provides an excellent opportunity for suppliers and local state associations to collaborate and create awareness as beneficiaries continue to have difficulty accessing medical equipment. By working together, the reach of a targeted Facebook Ad can quickly reach 100,000 people in a short amount of time. Not only is this method of marketing extremely customizable, but there are cost control methods that can be used to stay within any given budget, or invest more money into it if possible. It is as easy as setting your budget and parameters and then watch views pile up

Now, this effort may sound extremely complex and difficult to arrange, but it is quite simple to do and VGM is here to assist you with any questions on how you can get started reaching new beneficiaries. Also Cassi Price, The Queen of Content at VGM Forbin, Cassi Price can also assist you along the way, reaching new customers and targeting new beneficiary advocates as she is an expert in online and marketing through social media. Reach out to Collin Brecher with any questions on this grassroots initiative at collin.brecher@vgm.com!