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Healthcare Marketing in 2012

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Elizabeth Leventis

on 9 September 2013

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Transcript of Healthcare Marketing in 2012

The Doctor’s Bag is a strategic digital communications company supporting health care and related entities who are seeking customized, affordable and practical hands-on solutions to marketing their services.
Elizabeth Yarbrough & The Doctor's Bag
AGENDA
Understand the Paradigm Shift in Marketing & Advertising
Learn Your Target Market
Identify Active Social &
Digital Media Platforms

Implement a User-Centered Communication Strategy
BIG SHIFTS UNDERWAY
What is changing in the market right now?
Mobile Health
Personal Search and Healthcare
Long Form on the Screen
Gaming is Fun Again
The Digital Practice
Technology is fundamentally changing how health care professionals interact with each other and their patients.

Let’s take a peek inside …
The explosion of channels and proliferation of media have left us hyper connected and information overwhelmed. Today’s searchers don’t want more opinions; they want a clear path to the most relevant, credible ones.
The Digital Practice
Personal Search
Who do they trust?
Google?
Or the filter of
the network they’ve built
across social media?
The lines between Social, Search, and Media are getting blurry
All content
feeds search
Social interactions
with content
improve search
All content
can enable and
encourage social
interaction
(which will, in turn,
improve search)
THEN:
Algorithms delivered consistent search results.
Now:
Social customizes results just for you.
Mobile Health
Kalorama Information, “Remote and Wireless Patient Monitoring Markets,” 2011
Why
Mobile?
It's not just health care.
9,000
9,000 consumer
health apps currently
in the iTunes store.
4,000
4,000+ consumer
health apps expected
by next summer.
mHealth is self-care.
These apps offer a mind-boggling array of health support, like:

Calculating calories burned during exercise
Creating soundtracks to help people fall asleep
Displaying pictures that can elicit memories from Alzheimer’s patients
Quantifying pain over time
Long Form on the Screen
We’ve really gone long form on the little screen. People are devouring content and calling into question everything we think we know about how to write and create for digital mediums.
The iPad and Kindle changed how people use screens.
In 2012, Net sales revenue from ebooks exceeded that of hardcover books in the first quarter of the year: a first.
Publishers have started to crack the code too.
These three leaders have created new best practices on how to publish to the screen.
How will it change Brand Marketing?
FROM:

Bullet Points
TO:

Solid Narrative
FROM:

30 Second Clips
TO:

Brand Journalism
FROM:

Creating
TO:

Curating
Gaming is Fun Again
Gaming is a big part of American life.
How could translating that interface to medicine promote healthier choices and longer lives?
Most of the ways we interact with Healthcare are uninspiring.
The interface of healthcare is
bro
ken
We’re not engaging people.
We give them 7 minutes in the exam room.
Confront them with complicated, paper-based adherence tools.
Set a lot of requirements but give few rewards.
Gaming is the New American Pastime
40%
26%
34
42%
YEARS
40% of gamers are women.
In fact, a greater number of women than boys under age 17 play.
26% of Americans over the age of 50 play video games.
34 years is the average age of gamers (they’ve been playing for ~12 years).
42% of heads of households play games on a wireless device.
ESA, 2009/2010
Games Lead to Healthier Behaviors and Outcomes.
of a game is that it gives you a
People will work
longer and harder

if you give them a
goal
.
In one study, researchers found that
games make people "Better Patients".
More engaged
in their treatment
16% improvement in adherence
More knowledge about care plan
Pediatrics: A Video Game Improves Behavioral Outcomes in Adolescents and Young Adults With Cancer: A Randomized Trial, 2008
Participatory Health
The "Future" of Patient Engagement
E-Patient Activities
as of March 4, 2012
41%
have read someone else’s commentary
or experience about health or medical
issues on an online news group or blog

of U.S. adults have gone online to figure out a medical condition; of these, half followed up with a visit to a medical professional
33%
have gotten information about
how to lose or control their weight
33%
have consulted rankings or
reviews of doctors
5%
have reviewed a doctor online
Conversations Today
Online?
Offline?
Word of Mouth Conversations Mostly
Offline
82%
Face to Face
11%
On the Phone
5%
Online
1% Other
People still talk about brands mostly face-to-face.
How do you get your voice heard above the din of billions of pieces of information coming at your customers over hundreds of different channels?
The EXPLOSION
of mobile, social networking and ubiquitous wi-fi
Constant

CONNECTIVITY
has ushered us into a world of
More OPTIONS
that offers more, with more selection,
more more than ever before.
It's created a
NEW MARKETING LANDSCAPE
that spans the entire globe.
Digital Media
Website
Patient Portals
Videos
Email Marketing
Search Engine Optimization
PPC Campaigns
Mobile
Social Media
Email Appointment Reminders
Social Media?
Media for social interaction, using highly accessible and scalable communication techniques. The term refers to the use of web-based and mobile technologies to turn communication into interactive dialogues.
How can you use social media

to
Personal Relationships
Customer Service
Specialty Experts
Knowledge & News
Develop
with patients
Provide
and collect feedback
Connect with
Share
BETTER YOUR PRACTICE?
In 2010 ending a 23 year run, Pepsi Cola pulled all of its advertisement in the Super Bowl ditching it for Social Media.
The Impact of Social Media on Businesses is Astounding
How does that impact
Healthcare
?
Hospitals Using Social Networking Tools
Total Hospitals
Some
Many
Few
1,229
Facebook Pages
1,068
Four Square
946
Twitter Accounts
814
YouTube Channels
575
Linkedin Accounts
566
Blogs
149
about their visit to your office.

We will Call it the Word of Mouth Effect.
OPINION
Let's take a look at the power of a patient's
Patient W.O.M. Equation
A
(1-
R
) + .23(
B
+
C
) =
D
aily
P
atient
R
each (
DPR
)
A
= Number of Patients seen per day
B
= Number of Phone Calls per day
C
= Number of Emails per day
R
= Percentage of Repeat Patients per month
Your Practice Variables
Industry Standards
.23 = Daily Communication Redundancy Factor
Patient W.O.M. Effect: Sample Practice
A
(1-
R
) + .23(
B
+
C
) =
D
aily
P
atient
R
each (
DPR
)
A =
30
(Number of Patients seen per day)
B =
150
(Number of Phone Calls per day)
C =
60
(Number of Emails per day)
R =
.15
(Percentage of Repeat Patients per month)
Sample Practice Variables
Industry Standards
.23 = Daily Communication Redundancy Factor
30
(1-
0.15
) + .23(
150
+
60
) =
DPR
D
aily
P
atient
R
each

=
74
Patient W.O.M. Effect: Sample Practice
D
aily
P
atient
R
each =
74
Calculating Monthly Patient Reach from DPR
Industry Standards
21.7 = Average Office Days per Month
21.7

x
DPR
=

M
onthly
P
atient
R
each (
MPR
)
21.7

x
74
=

MPR
M
onthly
P
atient
R
each = 1,606
GOOD Experience?
Tell 3 People
TIMES
3
M
onthly
P
atient
R
each = 1,606
4,818
Total People Reached
BAD Experience?
Tell 10 People
TIMES

10
M
onthly
P
atient
R
each = 1,606
16,060
Total People Reached
87%
Satisfaction Rating
87% GOOD Experience?
TIMES
3
87%

of
M
onthly
P
atient
R
each (1,606) =
1,397
4,191
Total Positive Reach
How does a
87% Satisfaction Rating
Compute
after the Word of Mouth Effect?
13% BAD Experience?
TIMES

10
13%

of
M
onthly
P
atient
R
each (1,606) =
209
2,090
Total Negative Reach
The Reality of Word of Mouth
The Power of Online Interactions
87%
Positive Written Reviews
13%
Negative Written Reviews
Total Reach
6,281
Total Reach
Positive Reach:
4,191
Negative Reach:
2,090
Total Reach:
6,281
Positive Reach:
4,191
Negative Reach:
2,090
67%
Positive Viral Reach
33%
Negative Viral Reach
In school,
87%
is a
PASS
But
67%
is a
FAIL
Reality Check
With a Monthly Patient Reach of 1,606, a
87% online satisfaction rating
translates into a
67% positive brand message
.
So what's next?
To improve your practice, you have to take note of their suggestions, comments, and complaints.
Your patients are the voice of your brand.
How to be actively involved in Social Media Marketing
Inform people about your office, staff, and specialties and how it can benefit patients.
Inform
Connect with people who are most likely to spread the word about your practice and your brand.
Connect
Share information that's relative to your products and services.
Share
Conduct market research so that you are aware of the latest trends in healthcare.
Research
Do not use unethical ways to improve the reputation of your brand. Your customers have a mind of their own and coercing them to patronize your practice is not a good idea.
Be Honest
Consider giving your patients samples, coupons, and a chance to share their own opinions so they can personally endorse your products or services.
Give
Remember that if your reputation is tainted, it's going to take a whole lot of hard work to get it back to where it was before. You have to take care of your reputation because it is the foundation for your patients to give you referrals.
Remember
Positive
Word of Mouth
=
Positive
Patients
=
Positive
ROI
BEAUTY
GOAL
The
- Debra Lieberman of the Institute for Social, Behavioral and Economic Research (ISBER) at the University of California, Santa Barbara
Updated 10/2011
Full transcript