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Developing a patient-centric social media campaignPrivate Healthcare Summit 2019Online marketing workshop
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Oliver CapelDirector, Medico [email protected]@Medico_Digital
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PATIENT BEHAVIOUR IS CHANGING
2.2 hours / daytime spent on social networking channels
90%18 – 24 year olds trust
medical info shared on social media
1 thirdOf the earth’s population active on social media by
2021
40%Say social media affects the
way they deal with their health
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ONLINE CUSTOMER EXPERIENCE
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DOES IT WORK?
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“The process of designing a service or solution around the patient”
WHAT IS PATIENT CENTRICITY?
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WHERE ARE YOUR PATIENTS?
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THE PATIENT-CENTRIC PATHWAY
LISTEN DEFINE CRAFT SERVE FEEDBACK
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UNDERSTAND YOUR AUDIENCEMonitor your brand's social media channels for:• customer feedback • direct mentions • discussions regarding specific
keywords, topics, competitors, or industries
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LISTEN TO YOUR PATIENTSSTEP 1
• What questions are patients asking?• Where are they asking them?
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DEVELOP PATIENT PERSONASSTEP 2
> GoalsWhat do they hope to get from being treated at your clinic?
> DemographicsAge, gender, location etc.
> Hobbies & interestsWhat do they enjoy doing?
> Challenges & pain pointsWhat are they struggling with? What emotions are they feeling?
> Sources of informationWhere do they frequent online? What online resources do they use to answer health questions?
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JON - KNEE REPLACEMENT PATIENT
- Male, 55 years old
- Married with 3 children
- Lives in Surrey, Kent
- Sports enthusiast, loves running and rugby
- Works in recruitment, fairly high affluence
- Wants to get back to playing sport
- Tends to use phone to browse the net
- Occasionally uses social media to connect with friends and
family
EXAMPLE: PATIENT PERSONA
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STEP 3
• Who are you talking to?• Why will they care?• What are you going to say that
matters to them?
CRAFT PERSONALISED MESSAGES
Don’t tell patients why you’re so great Emphasize what you can do for them, how you can give them what they want.
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EXAMPLE: PARTIAL KNEE REPLACEMENT
Vs
“You can’t replace the moments you miss”
“Get back to doing what you love”
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Relinquish control
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SERVE CONTENTSTEP 4
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PAID ADVERTISING
Custom audiences
Lookalike audiences
Website custom audiences
Facebook exchange
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SEQUENTIAL MESSAGING
ATTENTION INTEREST DESIRE ACTION
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SHARE FEEDBACKSTEP 5
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SEEK FEEDBACKSTEP 5
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PATIENT CENTRED-CARE
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SUMMARY
Gaining new patients by meeting them on their preferred social channels and
providing relevant, empathetic content to enrich their healthcare experience
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Questions?