healthcare marketing part 4 of 5
TRANSCRIPT
Healthcare Marketing
A look at the shift from traditional media marketing to digital marketing.
Image Source: Google Images
Table of ContentsThe New Marketplace 3 Business Strategy 10
1
Traditional Media 16 Using Traditional and Digital 102
Why Use It? 17 Becoming a Social Business 113
Demographics 25 Big Data Integration 124
Social Media 34 Strategies for Drug, Insurers, Providers, and Consumer Expectations
143Usage 35
Changed Interactions 42 Policy 161
Search and Conversions 43 HIPAA 162
Healthcare Choices 50 The Affordable Care Act 176
Online Communities 56 Works Cited 195
Healthcare Organizations 70Information and Education 75
Forums and Support Groups 82Challenges 90
Business StrategySome business strategy tips for how healthcare businesses can use Social Media to their benefit.
Using Traditional and Digital
An explanation as to why it is key to integrate both traditional and digital marketing into strategies to maximize the ROI.
Business Strategy:Traditional and Digital- More Personal
Traditional media is effective reaching a broad audience, but digital media is a great way to reach a specific audience
Using both is an effective and fun way to incorporate marketing techniques that make your messaging more personal
The key is to make sure the outbound marketing circles back to the inbound marketing campaigns
Business Strategy:Traditional and Digital-
84% of patients use both online and offline sources for research
Searc
h Eng
ines
Hospita
l Sites
Health
Infor
mation
Sites
Physi
cian's
Office
Family,
Frien
ds, Colle
ague
s TV
Magazi
nes
Newspa
pers
0%20%40%60%80%
Column1
Compiled by author from Source: ssl.gstatic.com
Online
Personal
Off Line
Business Strategy:Traditional and Digital-
No single marketing strategy works for every purpose, product, audience, or offer
A mix of media and approaches and a mix of traditional and digital marketing is almost always more effective
When combined, the benefits of both traditional and digital can be enjoyed while they compensate for each other’s weaknesses
Way to use Both
to Maximize Marketing
Efforts:
Active and Passive
Multiple Channels
More Personal
Business Strategy:Traditional and Digital-
Compiled by author from Source: enveritasgroup.com
Business Strategy:Traditional and Digital- Active & Passive
Traditional marketing is generally considered to be passive and digital marketing actively involves the target audience
Try combining aspects of traditional and digital media together
Traditional marketing is helpful in circulating information and can incorporate a “call to action” of sorts
Becoming a Social Business
Some tips on why and how to be more socially interactive in the healthcare industry.
Business Strategy: Becoming a Social Business-
The health industry has been slow to embrace social media- But is beginning to see the benefits of social media
Engagement is important, yet hard to achieve
Building connections among people with similar health challenges allows for the a better understanding and treatment plans
Business Strategy: Becoming a Social Business-
Evolve from a marketing strategy to social business strategy
82% of healthcare providers have their social media efforts managed by their marketing or communications personnel
Extend the customer experience beyond a clinical encounter
Business Strategy: Becoming a Social Business-
Insights from social media also offer instant feedback on products or services
Insights can also lead to innovative ideas
Organizations will be better positioned to meet the needs of consumers
Business Strategy: Becoming a Social Business-
Leverage social technologies to
collaborate within the organizations
Develop a social brand that communicates and engages with
customers/patients
Encourage others within social media
health communities to lead healthier lives
Compiled by author form source: pwc.com
Business Strategy: Becoming a Social Business-
Before engaging on social media, first determine what your looking for and why you want to be there
Social media invites interaction where content is only created once
Patients need to warned against posting medical information
Providers also need to be cautious about posting information that could be considered as medical advice
Business Strategy: Becoming a Social Business-
How to Become a Social Business:
Listen
You don’t know what you don’t know-
Listening is the start knowing
Participate
Actively manage the data collection to capture potential
opportunities- This may require taking action to remedy negative activity
Engage
Having a meaningful, active presence in the social space
Compiled by author form source: pwchealth.com
Business Strategy:Participation-
Listening is just the first step
Companies need to actively manage collected data to capture potential opportunities and respond appropriately
Companies that “listen” well draw new ideas for services and use patient-reported health information to inform the business
Business Strategy: Engage-
Engagement means having a meaningful and an active presence in the social networks
Before engaging, think about what you’re looking for and why you want to be there- have a plan
Business Strategy:Social Media-
Company policies should specify who owns the relationships when employees engage as representatives
Example: Who owns the relationship if an employee leaves the firm after becoming “friends” with doctors online?
Strategies need to include remediation plans
Training detailing the consequences of being noncompliant also needs to be continual
Pharmaceutical/ life science companies are more likely than providers and insurers to report social media as a top privacy/security concern:
Yet, 23% of drug makers say they have not addressed social media privacy and security implications
Business Strategy:Social Media-
Pharmaceutical Providers Insurers0%10%20%30%40% 35%
27%21%
Compiled by author form source: pwc.com
Business Strategy:Big Data Integration-
The ultimate goal for healthcare companies under an outcomes-based reimbursement system:
To positively impact patient behavior to improve health and to reduce costs
Caregivers lack the necessary information to effectively do so
The missing information can potentially be provided by social media interaction
Business Strategy:Big Data Integration-
Only 12% of providers are developing their informatics to drive research or the development of care protocols
About 1/3 of provider professionals don’t do anything with patient data
Data integrity is the primary challenge
Companies that wish to take advantage of patient self-reported data must proceed with transparency and the proper individual permissions
Business Strategy:Big Data Integration-
Want to do to make patient health betterWhat their obstacles areWhat their motivations and interests areWhat they struggle with
What information they need
Social Media can Provide Answers to:
Compiled by author form source: pwc.com
Business Strategy:Big Data Integration-
How to Incorporate Social Data:
Define the social elements that would complete a
patient’s profile
Determine how the complete profile will
integrate into workflows
Compiled by author form source: pwc.com
Business Strategy:Big Data Integration-
Compiled by author form source: pwc.com
Integrate to Expand Providers’
Role in Patient Care
Social Media is mindset
and not just a channel
Adapt internal
operations
Turn Social Conversatio
ns into Insights
Innovate
Business Strategy:Big Data Integration- Incorporation
Embrace social media
as a mindset, not
just a channel
Take a disciplined approach to planning your investment
Consider the financial, branding, and IT costs and challenges social media will have on your business
Establish goals focused on trust and transparency, not just ROI
The ROI may not be quantifiable in profits, visits, or sales; but in brand equity
Focus on being accessible and relevant
Combine all digital strategies, including social media, online, and mobile to ensure patients receive what they need
Compiled by author form source: pwc.com
Business Strategy:Big Data Integration- Incorporation
Adapt Internal Operations
Shift from silos to
networks
Invest in a “hub” to coordinate with legal, IT,
clinical, customer service, and
other functions
Rework processes
to be relevantSocial media
promotes a non-linear,
instantaneous experience-
Healthcare tends to work in linear
and lengthy processes
Compiled by author form source: pwc.com
Turn Social Conversations into
Insights Remember to analyze
and integrate
Develop strategies for transforming conversations
into insights and actions
Sift through the noise of social data
Work with IT and analytics to
discover ways to integrate social
data with existing systems,
databases, and tools
Business Strategy:Big Data Integration- Incorporation
Compiled by author form source: pwc.com
Innovate
Establish an internal platform for testing
Internal forums can help test the concept internally before establishing an external presence
Use forums to turn listening into innovation
Develop a process for innovation to be heard and adopted
Collaborate across the industry
Take advantage of tools to exchange ideas and coordinate care inside and outside the traditional healthcare system
Contact Us for the Full Presentation:
Mediacontact USA Inc.13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112E: [email protected]
www.mediacontactusa.com
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