Zero Moment of Truth:Finding Your Patients and

Updating Your Patient Recruitment Strategy

Presented by: Annie Garvey

Director, Patient Outreach

Learning Objectives

• Update your patient recruitment and marketing strategy

• Understand who and where your patients are

• Recognize the “Zero Moment of Truth” and how it affects patient recruitment

• Begin to contribute to the conversation

• Understand which metrics are most important

What is Zero Moment of Truth?

Point in time where you grab your laptop/smartphone and start learning about a product or service that you’re

thinking about trying or buying

What is Zero Moment of Truth?

Why Does Zero Moment of Truth Matter?

• 70% of Americans say they look at product reviews before making a purchase1

• 79% of consumers now say they use a smartphone to help with shopping2

• 83% of moms say they do online research after seeing TV commercials for products that interest them3

1. “The New Info Shopper,” Penn, Schoen & Berland Associates, 20092. Google/Ipsos OTX MediaCT, “The Mobile Movement Study,” April 2011, N=5,0003. BabyCenter Study on Google Search, Nov. 2009

Why Does Zero Moment of Truth Matter?

• American households now spend as much time online as they do watching TV but in 2010 only 15% of media budgets were spent online1

• In 2011, average shopper used 10.4 sources, up from 5.3 sources in 20102

• 84% of shoppers say that ZMOT shapes their decisions2

1. eMarketer, “U.S. Total Media and Online Ad Spending,” Nov. 20102. 2. Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2011

What Does This All Mean?

ZMOT is a new model and a new conversation that we all have to be a

part of

Where are these “conversations?”

Understanding the Benefits of the Conversation

1. Positions your site as the subject matter expert2. Builds audience trust through competency and

consistency3. Clinical research seen as a safe alternative4. Leads to an increase in patients

Before You Join the Conversation

1. Update your websitea. Clear “entrances” for Patients and Sponsors/CROsb. Organized copyc. Friendly/personable language

2. Add a blog/news pagea. Helps with optimization

3. Set up social media accountsa. Even if there’s no plan, secure the nameb. Create a master document with logins/passwords

ZMOT’s Affect on Patient Recruitment

• M/F, 18-75, with [disease] is not a viable answer

• Need a bit more creativity to target your audience

ZMOT’s Affect on Patient Recruitment

• Truly paint the picture of your “ideal patient”

• Male/female

• Age

• Lifestyle

• Financial situation

• Geographic radius

• Daily activities

Meet Cheryl – ZMOT Style

• Female• 60 years old• Diagnosed with T2D• Loves bird watching• Middle-class• Eugene, OR• Tries to walk and clean around the house• Enjoys her monthly book club • Valiant attempts to manage her health• Facebook user to reconnect with college

classmates• Avid online user to research new recipes and

crafts

Discussion: How Do We Engage Cheryl?

• Promotion of healthy recipes? • Attending a health fair? • Radio advertising?• Local magazine/newspaper?• Facebook Advertising? • Google Ad Words? • Bird watching groups? • Referring physician program?

Polling Question: Social Media

• How successful have your social media efforts been?

• Awesome – we love social media!

• Some success – we’re really not sure.

• Ehhhhh – yeah, not that good.

• We haven’t done anything/Not sure where to start.

Social Media Infographic

1. http://online.wsj.com/article/SB10001424052970204653604577249341403742390.html (data for January 20122. http://www.pcmag.com/article2/0.2817.2400895.00.asp9. http://www.comscore.com/Press_Events/Presentations_White-papers/2012/The_State_of_Social_MediaInfographic from: allfacebook.com/morrison-foerster-time-spend-facebook_b105616

Social Media: Before You Start

1. Define your mission and purpose

• Measure your results by likes, friends, etc.

2. Answer the question “why should I…”

• Like you? Follow you?

3. Be realistic about your resources

Social Media: Best Practices

• Be relevant

• Be consistent

• Use eye-catching images

• Keep your posts short

• Be educational

Social Media: How to Engage

Social Media: Here’s Who’s Doing it Well

Social Media: Not Going Well

Social Media: What You Can Do Right Now

• Set up your social media accounts

• Even if you don’t use them, take the username(Facebook page/place, Twitter, YouTube, Pinterest)

• Baseline your “signs of life”

• Start following, liking, friending, etc. to build network

• Share and like: people are watching who is sharing and liking

• Little bits of good content can bring high value

Social Media: Feeling Overwhelmed?

• Think of ZMOT and social media like a new friendship

• It takes time

• Talk to people through social media like they are people

• Even if you don’t use them, take the username

• Showing the correlation between social media and patient recruitment is not exact

• Start small but be consistent

• Start following, liking, and friending Sponsors/CROs, referring clinics, patients, etc.

Track, Track, Track

• Know what is and isn’t important

• Comments, likes, # of followers, shares, re-tweets

• Use the metrics to your advantage

• Edit campaigns

• Push for marketing dollars

Track, Track, Track

Track, Track, Track

Back to ZMOT

Resources

• HubSpot’s Blog http://blog.hubspot.com/

• Zero Moment of Truth Download http://www.zeromomentoftruth.com/

Questions & Answers

Annie GarveyDirector, Patient

Outreachagarvey@patientwise.co

m@PatientWise

www.patientwise.com608-664-9902