Telehealth  Marke+ng  101  

A  Crash  Course  and  Tools  for  Working  Smarter,  Not  Harder  

 Presented  by:  

Nirav  Desai,  CEO  –  Hands  On  Telehealth  

Slide  2  

Goals  

•  S>mulate  thought  about  good  marke>ng,  and  get  you  excited  about  the  possibili>es  

•  Take  the  mystery  out  of  common  marke>ng  terms  and  techniques  

•  Provide  tools  that  you  can  apply  today  to  become  a  more  effec>ve  marketer  

Slide  3  

Agenda  1.  What  is  Marke>ng?  2.  #1  Mistake  in  Telehealth  Marke>ng  3.  Why  marke>ng  maQers  4.  Examples  of  “good”  marke>ng  5.  The  3  main  elements  of  a  Marke>ng  Strategy  6.  How  to  figure  out  who  you  need  to  market  to  7.  How  to  understand  what  your  market  wants  8.  How  to  talk  to  your  target  audience  9.  A  simple  formula  for  a  great  press  release  10. Marke>ng  techniques  to  avoid  

Slide  4  

What  is  Marke>ng?      

Understanding  what  your  customers  need  and  giving  it  to  them  

In  the  form  of    – Products  – Services  –  Informa>on  

Slide  5  

What’s  the  difference  between  Marke>ng,  Adver>sing,  and  PR?  

•  If  a  young  man  tells  his  date  she’s  intelligent,  looks  lovely,  and  is  a  great  conversa>onalist,  he’s  saying  the  right  things  to  the  right  person  –  that’s  marke+ng.  

•  If  the  young  man  tells  his  date  how  handsome,  smart,  and  successful  he  is  –  that’s  adver+sing.  

•  If  someone  else  tells  the  young  woman  how  handsome,  smart,  and  successful  her  date  is  –  that’s  PR.  

Slide  6  

The  #1  Mistake  in    Telehealth  Marke>ng  

•  Not  Marke>ng  Enough  

•  The  Problem  –  Importance  – Knowledge  – Time  – Budget  

Slide  7  

Why  bother  with  marke>ng?  

Because  beQer  marketers  win!  •  More  customers  /  market  share  •  More  revenues  /  profits  •  More  good  publicity  /  buzz  

Slide  8  

Good  Marke>ng:  Example  1  Time-­‐Life  

Slide  9  

Lesson:  Deliver  exactly  what  your  market  is  looking  for  

 Benefit:  

More  sales  

Slide  10  

Good  Marke>ng:  Example  2  Quidel  -­‐  Pregnancy  Detec>on  Kit  -­‐  1993  

People  pay  more  for  “hope”  than  “possible  relief”  

•  Market  share:  Medical:  80%,  Consumer  :  18%  The  Hopefuls   The  Fearfuls  

Brand  Name   Conceive   RapidVue  

Price   $9.99   $6.99  

Packaging   Pink  Box,  smiling  baby  

Shelf  Posi+on   Near  ovula>on-­‐tes>ng  kits  

Near  condoms  

Slide  11  

Lessons:  Create  the  right  message.      

Speak  to  your  audience’s  desired  benefits  and  emo>ons.  

 Benefits:  

Increased  buy-­‐in  and  market  share,    Higher  prices  when  you  connect  on  an  

emo>onal  level.  

Slide  12  

Key  elements  of  a  marke>ng  strategy  Segmenta>on,  Targe>ng,  Posi>oning  (STP)  

    Segmenta+on     Targe+ng     Posi+oning    

 Descrip+on   How  does  the  market  want  to  be  served?  

Who  do  you  want  to  aQract?  

How  do  you  want  to  aQract  them?  

 Example  1   Knowing  whether  they  are  pregnant  

The  Hopefuls   A  Product  that  gives  them  hope  

 Example  2   Music  fans   Baby  boomers   An  easy  way  to  get  your  favorite  music  from  the  60’s  

 Example  3   BeQer  services  for  stroke  pa>ents  

Community  hospitals  who  don’t  have  and  cannot  recruit  stroke  neurologists  

Time-­‐cri>cal  access  to  specialist  care  without  having  to  transfer  pa>ents  

Slide  13  

How  does  a  Marke>ng  Strategy  (internal)  turn  into  Marke>ng  Tac>cs  (external,  the  things  you  actually  

see)?  

13  

Segmenta+on  

Targe+ng  

Posi+oning  

Messaging  

Branding  and  Collateral  

How  does  the  market  want  to  be  served?  What  benefits,  emo>ons,  and  values  do  they  seek?  

Who  do  we  want  to  aQract  (because  our  solu>on  is  a  good  fit  for  their  problem  AND  our  goals)?  

How  do  we  want  to  aQract  our  target?  How  will  we  differen>ate  our  offering?  

How  will  we  talk  about  our  offering?  

How  will  we  present  our  message  through  marke>ng  and  sales  materials?  Product,  Price,  Place,  Promo>on  (4  P’s)  

Strategy  

Tac>cs  

Slide  14  

Telehealth  Market  Segmenta>on  Tradi>onal  “strategy”:  Classifica>on  

•  Geographic  (where)  – Health  Systems  in  Oregon  – Pa>ents  in  the  New  York  metro  area  

•  Demographic  (who,  what)  – Hospitals  with  150-­‐300  beds  – Academic  Medical  Centers  – Cardiologists  – Hospital  CEO’s  and  CFO’s  

Slide  15  

Telehealth  Market  Segmenta>on  Advanced  strategy:  Needs  

•  Segmen>ng  by  needs  – Hospitals  with  150-­‐300  beds,  who  need  opera+onal  efficiencies  to  become  more  profitable  

–  Pa>ents  in  the  New  York  metro  area,  who  need  faster  access  to  specialists  with  minimal  >me  away  from  work  

– Academic  Medical  Centers  who  are  struggling  to  leverage  their  exper+se  

–  Cardiologists  struggling  to  cover  mul+ple  hospitals  – Hospital  CEO’s  who  need  a  strategy  to  be  more  compe++ve  in  a  saturated  healthcare  market  

 

Slide  16  

How  do  you  select  between  segmenta>on  strategies?  

Ø  Recommenda+on:    Ø  Begin  with  a  Demographic  Segmenta>on.      Ø  Learn  about  their  needs.  Ø  Separate  them  by  their  needs  and  iden>fy  the  most  aQrac>ve  ones  

(aQrac>veness  criteria:  your  needs,  funding,  growth  poten>al,  ability  to  pay,  etc.)  

Ø  Design  your  message  to  target  those  with  a  specific  set  of  needs  

Segmenta+on  “Strategy”  

Ease   Cost   Benefits  

Classifica+on   Easier  P   Lower  P   Low  

Needs-­‐based   Harder   Higher   High  P  

Slide  17  

I  know  which  segment  I  want  to  target.    

Now  what?  •  Example:    You  have  a  telestroke  solu>on  and  have  decided  to  target  community  hospitals  that  don’t  have  stroke  neurologists.  

•  Ques>on:  How  do  you  know  who  you  should  talk  to  about  your  solu>on?  

 

Slide  18  

Answer:  Understand  who  makes  the  

decision  to  go  with  your  solu>on  and  who  influences  the  decisions.  

Slide  19  

Telestroke  Spoke  Hospital  

Tool:  Influencer  Map  Example  –  Poten>al  Telestroke  spoke  

•  Structure  –  Size  of  circle    represents  

rela>ve  degree  of  influence  

–  Direc>on  of  arrow  represents  direc>on  of  influence  

•  The  influencer  map  shows  you  –  Who  you  could/should  

market  to  ideally  –  A  path  of  influence  to  the  

decision-­‐maker  –  Where  your  hurdles  are  if  

you  do  not  have  a  clear  path  to  the  decision-­‐maker  CMS  /  

Payors  

Joint    Commission  

American  College  of    Emergency    Physicians  

ED    Physician  

IT  ED    

Nurse  

C-­‐Suite  ED    

Director  

Slide  20  

Tool:  Influencer  Map  Example  –  Telestroke  Hub  

Telestroke  Hub   Neurologist  /    

Neurosurgeon  

VP    Neuroscience  

Stroke    Coordinator  

C-­‐Suite  

IT  

CMS  /  Payors  

Joint    Commission  

American  Stroke    

Associa>on  

Slide  21  

How  do  you  talk  about  your  solu>on  to  your  market?  

•  Talk  about  what  individuals  need  •  Benefits  and  Values,  not  Features  and  AQributes  •  Examples:    

–  Hopeful  parents:  To  have  a  baby  –  Nostalgic  Baby  boomers:  Reconnect  with  your  teen  years  

•  Telehealth  Examples:    –  Telestroke  Hub:  Stronger  rela>onships  with  referring  facili>es;  Be  a  regional  center  of  excellence;  Get  the  right  pa>ent  transfers;    Minimize  the  stress  of  bed  management.  (the  latest,  most  advanced  video-­‐conferencing  technology  IS  NOT  a  benefit)  

–  Tele-­‐Mental  Health  spoke:  Provide  beQer  care  to  pa>ents;  transfer  only  those  pa>ents  you  cannot  help;  BeQer  physician;  Less  stress;  More  >me  for  other  pa>ents  

Slide  22  

Tools  for  uniquely  posi>oning  your  solu>on  to  fit  your  target’s  needs  

Issue   Tool  How  to  iden>fy  your  target  audience’s  desired  benefits  and  values  

Benefits  Ladder  

How  to  differen>ate  your  solu>on  from  the  other  op>ons  that  your  target  can  choose  from.  

Unique  Selling  Proposi>on  

Slide  23  

Tell  us  what  we  build  into  the  offer  

Tool:  Benefits  Ladder  Linking  AQributes  to  Benefits  to  Customer  Values  

Attributes

Tell  us  what    customers  seek    (from  any  company)  

Tell  us  why    they  buy…or  don’t  buy,  i.e.  “the  benefit  of  the  benefit”  

Benefits

Customer Values

Slide  24  

Benefit: Keeps skin soft

Customer Value(s):

I feel young and youthful looking

Example:  Skin  Cream  

Attributes: Contains Moisturizers

Slide  25  

Benefit: Keep some patients at hospital

Customer Value(s): Good stewardship of hospital (patient care and economics)

Example:  Rural  Hospital  CEO  evalua>ng  a  tele-­‐trauma  solu>on  

Attributes: Access to trauma surgeons from tertiary care center via telehealth

Slide  26  

I  know  what  my  target  needs  and  have  a  solu>on.    How  do  I  talk  about  it  so  

that  people  will  pay  aQen>on?  

•  Example:    You  know  that  target  community  hospitals  that  don’t  have  stroke  neurologists  have  a  burning  desire  to  stop  losing  pa>ents  because  EMS  takes  every  suspected  stroke  pa>ent  elsewhere.  

•  Ques>on:  How  do  you  differen>ate  your  telestroke  solu>on  so  that  the  hospital  takes  no>ce?  

 

Slide  27  

Tool:  Unique  Selling  Proposi>on  

You  must  be  able  to  answer  this  ques>on  for  your  customer  or  prospect:  

Why  should  I  do  business  with  you    versus  any  and  every  op>on    

I  can  choose  from  in  your  category,    which  include  doing  nothing?  

Slide  28  

Example  USP  for  a  Telestroke  solu>on  targeted  to  small  hospitals  

 The  only  solu>on  that  helps  you  stop  losing  stroke  pa>ents  to  EMS  bypass  by  pusng  a  24x7  virtual  neurologist  in  your  hospital.      

Slide  29  

USP  Examples  

•  Hot,  fresh  pizza  delivered  to  your  door  in  30  minutes  or  less    

• When  it  absolutely,  posi>vely  has  to  be  there  overnight  

   

Slide  30  

Marke>ng  Tac>cs  Product,  Price,  Place,  Promo>on  (The  4  P’s)  

    Product   Price   Place   Promo+on  

 Descrip+on   What  are  you  offering?  (product  or  services)  

What  is  the  cost?  Do  you  have  >ered  offerings?  

Where  will  you  offer  your  product/service?  

What  marke>ng  channels  will  you  use?    Any  special  offers?  

 Example  1   24x7  Tele-­‐consults  with  primary  care  physician  

$20/consult   U.S.  –  all  50  states   TV,  Newspaper  Free  ini>al  consulta>on  

 Example  2   Remote  monitoring  of  cardiology  pa>ents  at  home  

Hospital  pays  per  pa>ent;  pricing  levels  decrease  with  volume  

Boise,  ID  metropolitan  area  

Hospital  press  releases,  Direct  mail  to  all  cardiology  pa>ents  

Slide  31  

Marke>ng  channels  q  Print  (magazines,  newspapers)  q On-­‐line  media  q Web  site  q  Email  q  Social  Media  q  Direct  Mail  q  Fax  

q  Radio  q  TV  q  Event  q  Partners  /  Affiliates    q  Conferences  q  Speaking  Engagements  

Ø  BeQer  marketers  use  more  channels  to  reach  their  target  Ø  Mul>-­‐channel  customers  buy  a  wider  range  of  products  

Slide  32  

Tool:  Formula  for  a  great  Press  Release  

1.  Grabbing  Headline  2.  Present  a  problem  (use  a  story  if  possible)  3.  Agitate  the  problem  4.  Share  the  solu>on  (yours)  

Note:  This  approach  works  along  many  channels  including  email,  direct  mail,  radio,  face-­‐to-­‐face  conversa>on,  etc.  

Slide  33  

Press  release  op>ons  Value   Site   Cost   Descrip+on  

Good   WebWire.com   $20   Basic  Press  Release  Service  

BeQer   PRWeb.com   $200   Premium  Press  Release  Service  

Best   Businesswire.com   $400+   High  Premium  Press  Release  Service  

Slide  34  

Final  thoughts  

•  Make  >me  for  marke>ng.  •  Start  small  and  learn  as  you  go.  •  Don’t  market  to  en>>es.  Market  to  people.  •  Speak  to  your  target’s  problems,  needs,  desired  benefits,  emo>ons,  and/or  values.  

•  Make  it  personal.  •  Marke>ng  to  everyone  =  Marke>ng  to  no  one  •  BeQer  marketers  win!    

Slide  35  

Marke>ng  Toolkit  for  webinar  aQendees  

•  Copywri>ng  Checklist  •  Marke>ng  Plan  template  •  Recommended  Resources  •  Sample  Benefits  Ladder  •  Sample  Influencer  Maps  •  Sample  Press  Release  

Slide  36  

What  are  your  biggest  telehealth  marke>ng  challenges?  

   

Ques>ons?  

Slide  37  

Thank  You  

Nirav  Desai  847.997.8498  nirav.desai@handsontelehealth.com  hQp://www.handsontelehealth.com  hQp://www.linkedin.com/in/niravrdesai  @handsontel