five digital trends that marketers can no longer …...corporate online newsrooms are driving local...
TRANSCRIPT
Presented by:
Kathy Divis, Greystone.NetKelly Faley, Sharp HealthCare
Five Digital Trends ThatMarketers Can No Longer Ignore
The Speakers
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Kelly FaleyVice President, Web Strategies &
Customer Call CenterSharp HealthCare
Kathy DivisPresident
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The Situation
Trends NOT to ignore: Micro-targeting and marketing automation Paid placements Mobile domination Brand journalism (aka quality content) Patient communication preferences
A bonus trend to watch: The Internet of Things and the Rise of Wearables
Questions and Discussions
Agenda
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Digital Healthcare
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Gartner predicts that by 2015 as much as 25% of all organizations willhave a Chief Digital Officer (CDO) in their executive staff, essentially incharge of the organization’s technology evolution.
Further, they predict that by 2017, Marketing will control more “techspending” than IT.
The future is foreseen as organizations having two tech budgets: An IT budget to support back-end infrastructure. A business Tech budget to serve customers.
1. Marketing Becomes More Technical
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In Fact …
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According to the latest MIT and Capgemini Consulting research:
“digitally mature companies have significantly betterbusiness performance”
It's time to adapt to a new generation of people who are taking a moreproactive role in managing their healthcare and expect transparencywith their medical information.
Patients expect to gain more power to manage aspects of their own care,making healthcare more effective, more affordable and moreproductive.
2. Consumers Expect More Digitally
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Self Service is Embraced
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Patients Want Online Services
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3. Traditional Marketing is Integrating withDigital Marketing
Over 70%
A1
Slide 10
A1 I would change transitioning to "integrating" or something similarAuthor, 3/9/2015
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Digital Spend is Growing Rapidly
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Mobile and Social Are Gaining
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There’s No Doubt, It’s a Buyer’s World
Power of Digital
Digital disruption: Raised expectations of those continually digitally engaged Forcing change and creating disruption Unprecedented interconnection of nearly everyone via social media.
A survey from Epsilon, found that 96% of businesses are“feeling the pressure” of digital transformation.
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Everything Has Changed … Even How WeParticipate in Concerts
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Insolatedchannels
Coordinatedexperiences
Transformation of Marketing
One size fits all Every channelpersonalized
Campaigns Continuousconversations
Demographictargeting
The age ofcontext
Re-Imagine
Meeting these digital challenges doesn’t just require anew bag of marketing tactics.
It requires a rethinking of themarketing organization and the
business, as a whole.
This is an opportunity to “re-imagine” everything we do.
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You Just Can’t Ignore Anymore
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Marketers have been segmenting customers for as long as they've haddata.
Micro-targeting is the practice of using data to tailor marketing messagesto tightly defined groups and individuals.
It’s time to throw out the “one-to-many” playbook and get to know yourcustomers.
Customization and personalization is needed to find small, yetpotentially profitable subset of your market.
Trend #1: Micro-Targeting & MarketingAutomation
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Marketing Automation is a subset of customer relationship management(CRM) that focuses on defining, scheduling, segmenting and trackingmarketing campaigns.
Technology that makes typically manual processes more efficient andmakes new processes possible.
Marketing Automation is used to: Develop and implement campaigns across multiple digital channels Automate repetitive tasks Deliver higher conversion rates with greater efficiency Create a database of present and potential customers Track and monitor results.
Trend #1: Micro-Targeting & MarketingAutomation, cont’d.
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The Five Benefits of Marketing Automation
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Important to figure out who you are talking to - so you know what to say.
Commit to developing buyer personas to ensure deep dives into needs,lifestyle and motivations.
The work is well worth it – to have the ability to construct more relevantcontent strategies that function throughout and beyond the buying cycle.
Staff impact: Where you used to do a handful of campaigns a year, younow will probably do 100s of campaigns a year.
Trend #1: Micro-Targeting & MarketingAutomation, cont’d.
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Digital advertising retargeting Retarget your website visitors when they are on other Websites Some healthcare restrictions: Can’t run an ad that implies knowledge of a sensitive or health related topic. Can’t collect personally identifying information such as email addresses, phone
numbers, credit card numbers, etc. Generic retargeting
Example: Digital Advertising Retargeting
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Example: Website Retargeting
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Targeted ads and posts onFacebook based on region, age,gender, interests and employer
Example: Facebook Targeting
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Example: Facebook Targeting andFulfillment
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Examples: Non-Healthcare MarketingAutomation
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Example: Algorithm of an EventRegistration Automation
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Non-Email Example: Medicare LeadNurturing
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Currently marketing automation is used for: Email campaigns Scoring leads Managing digital ads Analyzing Website stats
What more can it do? More advanced email sequences beyond the typical trigger of emails that
happen with a new subscriber or prospect. Such as: dynamic targeted content,email automation triggered by Web and mobile browsing and highly tailored lifecycle email campaigns.
Personalized social media updates. Mobile marketing automation – get ready to change your app’s UX to respond
to individual users and make faster, more targeted updates.
What’s on the Horizon?
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The days of “free” social reach are over. If you don’t pay, your followers likely won’t see anything you’re doing in the
social realm.
Cases-in-point: The changes to the Facebook algorithm in late 2013 have produced a 44%
decline in non-sponsored brand content in users’ newsfeeds.
LinkedIn, Twitter and Pinterest now offer sponsored content placements andads that promise specific reach.
As a result: You’ll have to spend more time – and money – investingin paid or sponsored placements to engage consumers.
Trend #2: Paid Placements
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Where to start: Understand which digital properties are performing best for you. Build budgets and relationships around content placement, sponsorship
opportunities, syndication services. Cater to more educational content including: Short explainer videos Images from whitepapers and infographics
Trend #2: Paid Placements, cont’d.
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Trend #3: Mobile Will Dominate. Master It.
More than half of US Internet traffic already comes from mobile devices.The growth in visitors is forcing every mobile team to be mobile-ready.
Brands that see mobile as the “second screen” risklosing relevance with connected customers.
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Customer expectations have changed. Now they expect to do whateverthey want, whenever and wherever they want to do it. On every device.
If you don’t have a mobile strategy,you don’t have a future strategy.
Trend #3: Mobile Will Dominate. Master It.
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Customers are quickly learning to operate in a mobile-only world. Is your health system ready for patients and prospects who only use mobile
devices?
The iBeacon hardware market will grow to approximately 60 millionunits in the next five years. Cases-in-point: Nearly 15% of Starbucks customers already pay with their phones Walgreens reports mobile wallet payments have doubled since the launch of Apple Pay.
Three steps to take now: Map the mobile customer journey Re-imagine the mobile experience Make mobile SEO a priority Measure and optimize.
Mobile’s Future State …
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There is an expectation of a full Web experience on mobile devices;hospitals and health systems need to build their Websites to beresponsive to the device and screen size. No more mobile only sites
Example: Responsive Sites
Desktop Phone Tablet
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Brands communicate directly to customers without intermediaries Content is intended to build awareness and preference Content reads like journalism stories, not marketing copy with a call to action
Traditional journalists remain engaged Corporate online newsrooms are driving local and national media coverage Journalists have another source for reliable content
As brands turn into publishers: Their content needs will expand Spotlights the need for skilled communicators: writers, storytellers, graphic
designers and content curators. Think about the volume of content already producing. Are you merchandising it
effectively?
Trend #4: Brand Journalism (aka Quality Content)
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Hospitals need compelling copy – adaptable across platforms – andwritten to the tastes of the narrowly targeted personas from Trend #1.
Brands must learn to “let go.” Content must cater to readers’ interests, not necessarily to your profitable
services Online chatter about you and your content shapes customers’ perspectives of
you Self-serving or “sales-y” content won’t be consumed or tolerated
The Age of Message Control is over. We can influence We can serve.
Trend #4: Brand Journalism (aka Quality Content)
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Example: Brand Journalism Sites
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Example: Brand Journalism Sites
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Example: Brand Journalism Sites
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Forward thinking healthsystems are building andstaffing digital marketing/social media commandcenters.
Not common in healthcare,but will grow in prominence.
Sharp HealthCare is buildingone now.
Operates 24/7/365 formonitoring, real-timemarketing, communications,crisis management, servicerecovery, etc.
Digital Marketing / Social Media CommandCenters
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Patients are expect to dictate how they receive communications: Text messages for appointment reminders Email for upcoming events Snail mail for bills Etc.
And they want to opt-out of different types of communication – but notnecessarily all communication For example: “I want appointment reminders and office updates, but don’t tell
me about the Foundation activities.”
Complication – more and more hospitals and systems are gatheringemail addresses for patients. How are they being used? Can anyemployee with access send email communications to patients?
Trend #5: Patient CommunicationPreferences
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Hospitals/systems need/will need databases and tools to track patientcommunication preferences.
And since communications need to come from so many different parts ofthe organization, the database needs to be integrated into the databasesand tools that the entire organization uses.
Division between Marketing and OperationsCommunications is Disappearing
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The Internet of Things and the Rise of Wearables
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In the last year, 4 billion devices have come online according to Cisco.
Intel predicts it could reach 200 billion in 5 years, which would meanroughly 26 smart devices per human by 2020.
The Internet of Things (IoT) – the platform for connecting people, objectsand environment to the Internet constantly conveying real-time data.
Everything from your phone to your thermostat to your smoke detectorto wearables is connected.
This will revolutionize marketing by 2020.
As the IoT grows, so do opportunities for “interference advertising,”“always on advertising” and real-time, customized communications.
Bonus Trend #6: The Internet of Things
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That’s a lot of opportunities for data collection … and a lot ofopportunities to create and disseminate instantly relevant advertising.
Two examples: Your Nest Protect detects smoke and carbon dioxide. The next day, you get an offer for smoke damage clean-up services.
You look-up the new Air Jordan’s on the Footlocker Website. You’re pushed a notification when you get within a mile of a Footlocker. That notification includes directions to the store and 20% off coupon.
In healthcare, it’s easy to envision the use of the IoT to improve care andto monitor the health of a patient.
But how can it be used in marketing?
Bonus Trend #6: The Internet of Things, cont’d.
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Marketing Uses of the IoT
Reward
Information andDecision Making
Facilitation
Service
Innovation
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Devices - like fitness trackers andsmartwatches - tap into our imaginationas to how to use wearables.
Even if today’s products don’t quitemeet all our needs, time is always ontechnology’s side.
As these devices outgrow their awkwardadolescence, as a marketer, you mayneed to change your marketing strategy.
And Remember the Rise of Wearables
And the strategy has to be more than just “interference advertising.” Canwe use wearables to: Create a new way to interact with customers? Enhance the experience with a brand? Improve personal communications and content?
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A very “useful” smartphone app, all under the Starbucks banner, inwhich they have made it easy to: Pay Tip Check reward balances Buy / Refill gift cards Refill balances Download music.
Who would have thought that in 2006? Or even 2011?
Our belief: The healthcare organization that can create adisruptive experience with wearables will benefit for years.
A Real World Example: Starbucks
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Proximity Marketing “Just in Time” notifications – alerting users with small timely information that
aids them in a specific moment.
For marketing, this means introducing a new method of content delivery.
Guesswork will be virtually eliminated as consumers will view location-specificcontent at the exact moment it is needed.
Examples: For Delta, this means travel time changes at just the right moment for users. For healthcare, could it be used to notify of appointment delays and changes?
Reminders to take meds?
With wearables, content viewership will be aseffortless as checking the time.
Three Ways to Use Wearables
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Personalized Health Content The rise of health-tracking wearables offer a fertile opportunity to provide
personalized health content.
Apple and Google offer health kits to app developers. Stanford launched MyHeart Counts, a ResearchKit developed app to measure the “age
of your heart” and got 11,000 participants in the first day it was launched. Others are doing the same: Mass General – Gluco Success Dana Farber, Penn, others – Share the Journey (breast cancer)
Content from the wearables can help create profiles that can lead to customizedcontent.
Three Ways to Use Wearables, cont’d.
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Mobile Pay As wearables make electronic wallets more mainstream, a new marketing
channel opens.
Allowing content to be delivered literally to consumer wallets when they go topay for products.
For marketing, this means a total elimination of human error whenremembering coupons and sales.
Ways to Use Wearables, cont’d.
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Please complete a speaker evaluation
Questions and Contact Information
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Kelly FaleyVP, Web Strategies & Customer
Call CenterSharp HealthCare
Kathy DivisPresident