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TRANSCRIPT
April 28, 2011
Chris BevoloInterval
Paul GriffithsMedTouch
Why No One Cares About Your Press Release and What to Do About It
PR in the Post-Media Age
Tuesday, May 3, 2011
Today’s session
Introductions
Joe Public Doesn’t Care- the challenge with building
healthcare brands- who is Joe Public?- how do you build healthcare brands?
Next Generation PR- Moving from B2B to B2C- Online PR as reputation management- Position wellness, not sickness- Real Time Crisis Communications
Tuesday, May 3, 2011
Chris BevoloFounding Partner & PresidentInterval, [email protected]@IntervalChris
www.thinkinterval.comSubscribe to hcmktg e-newsletterDownload “Arrogant Healthcare
Marketing Bastards” podcast
Tuesday, May 3, 2011
Setting the stage
• “Joe Public” is primarily aimed at providers
• typically given to healthcare marketers, but premise and key strategies still relevant
• context is important:
PR through traditional mediavs.
PR direct to consumers
Tuesday, May 3, 2011
Group activity
Conference
Reawakening
Audience
Participation
Program
Tuesday, May 3, 2011
“We now have the amazing
XJ500 RotoDigger - we need a press
release.”
Group activity
“This is the best kept secret - we
need a press release.”
“Look, I’m Dr. Certified,
and we just need to send
out a press release with
the headline, “We now
have Dr. Certified!”
There’s your marketing
plan. When’s the photo
shoot?”
Tuesday, May 3, 2011
Now more than ever...
Hospitals and health systems need to differentiate themselves in the market...
• More information
• More competition
• More skin in the game
But there’s a catch:
How do you build a brand in your market when Joe Public doesn’t care about you?
Tuesday, May 3, 2011
Joe Public Doesn’t
Care
The refrigerator effect:
“Healthcare is like buying a refrigerator - no one thinks about it
until they need it.”
Healthcare marketing guruChris Causey
Tuesday, May 3, 2011
Hospitals are like other “low-interest” categories...
• appliances• law firms/lawyers• funeral homes• realtors• insurance companies
People only tend to care about them when they need them,
which is not very often.
And it gets worse...
Joe Public Doesn’t
Care
Tuesday, May 3, 2011
Tuesday, May 3, 2011
If Joe Public
Doesn’t Care...
What about all of the messaging based on...
• new/better physicians?• new/better technology?• facility expansion/improvement?• awards/rankings?• quality?
If someone doesn’t need a hospital, why would they care about any of
these?
Tuesday, May 3, 2011
Who is Joe Public?
Tuesday, May 3, 2011
25% 75%
Who is Joe Public?
Tuesday, May 3, 2011
So, how do you build your brand when the majority of
those in your audience do not need your service, and
therefore, don’t care about what you have to say?
Four key strategies...
Joe Public Doesn’t
Care
Tuesday, May 3, 2011
Building brand
in healthcare
Offer a unique and compelling brand experience...
• #1 consumer influencer: WOM• Best brands are built on
experience, not advertising
Starbucks Mayo CliniciPod/iPad Johns HopkinsFacebook MinuteClinic
"Advertising is the tax you pay for a bad idea."
Robert Stephens, founder, Geek Squad
Tuesday, May 3, 2011
Be ready when they need you
• compelling/clear web presence• search engine optimization• search advertising• mobile web• sophisticated call centers• Customer Relationship
Management (CRM) systems
Building brand
in healthcare
Tuesday, May 3, 2011
Inbound marketing
• Rather than push out information on your organization (“outbound”), pull consumers in with valued content (“inbound”)
• Build bridges with relevant content
• What’s in it for me?
Building brand
in healthcare
Tuesday, May 3, 2011
For Joe Public, relevance is the difference between...
Outbound vs. inbound
Look at us! vs. Look at you!
Healing vs. health
Joint Replacement vs. Joint Pain
Eating disorder treatment vs. Eating disorder education
Building brand
in healthcare
Tuesday, May 3, 2011
health/wellness contentscreeningsseminars
classesevents
educational materialsweb site tools
self-assessmentsquizzes
Building brand
in healthcare
Tuesday, May 3, 2011
Marketing in a low-interest
category
Tuesday, May 3, 2011
Stand out in the market
Sometimes, the right marketing can distinguish/establish brands...
Building brand
in healthcare
Tuesday, May 3, 2011
Building brand
in healthcare
Tuesday, May 3, 2011
The challenges of relying on advertising to differentiate
• Expensive/poor effectiveness• Transitory (only as good as long as
the ads are up)• Plays to common misperceptions
about “marketing” in healthcare• The best advertising is based on
true differentiation!
Building brand
in healthcare
Tuesday, May 3, 2011
Build your healthcare brand using this hierarchy
1. Offer a different and compelling experience.
2. Be ready when they need you.
3. Inbound marketing.4. Stand out in the market.
Building brand
in healthcare
Tuesday, May 3, 2011
A Presentation forHealthSouth
Next Generation PR
Tuesday, May 3, 2011
• Moving from B2B to B2C• Online PR as reputation management• Position wellness, not sickness• Real Time Crisis Communications
Four Big Changes
Tuesday, May 3, 2011
A Presentation forHealthSouth#1: Going from B2B to B2C
Tuesday, May 3, 2011
Traditional Model, Pre-Internet
• Content was authorized; edited by individuals of repute
• Conversations were controlled and orderly
• One chance to consume it • Calculate PR value by the
approximate cost to buy same impressions by inches
Tuesday, May 3, 2011
• Mass edited, mass contributed, mass reviewed
• Personalities = brands; anyone can join
• On demand content, segmented into channel
• People = platforms; tapping into what I care to show my friends matters
• We can know reach real time
The Present and Future State
Tuesday, May 3, 2011
• “In the last five, we’ve gone from dealing with distributors (news outlets) to end consumers directly, who are easier to find, but harder to control.”– Director of PR for a large AMC
Why are Consumers Different?
Tuesday, May 3, 2011
Old Spice YouTube Channel: PR?
Tuesday, May 3, 2011
B2C Media RelationsWhat’s the trend?• Moving from a script to a conversation.
What can you do about it?• Change your thinking and approach about how you
approach, track, and measure PR online.
Tuesday, May 3, 2011
A Presentation forHealthSouth
#2: PR as Reputation Management
Tuesday, May 3, 2011
Fake BP Twitter: PR?
Tuesday, May 3, 2011
Doctors = Chimney Sweeps
Tuesday, May 3, 2011
Rank Reputable Content Above Rating Engines
Tuesday, May 3, 2011
PR as Reputation ManagementWhat’s the trend?• The B2C movement of ratings and collective
knowledge means online reviews of healthcare providers, health plans, and pharma.
What can you do about it?• Syndicate to flush out the “noise” of the system with
the authorized content.
Tuesday, May 3, 2011
A Presentation forHealthSouth#3: Positioning Wellness
Tuesday, May 3, 2011
Breaking News: People are afraid of hospitals!
Tuesday, May 3, 2011
• 60% of e-patients engage with social media
• 41% have read someone else’s commentary or experience about health or medical issues on an online news group, website, or blog
• 24% have consulted rankings or reviews online of hospitals/other medical facilities
• 24% have consulted rankings or reviews of docs or other providers
• 19% have signed up to receive updates about health or medical issues
• 13% have listened to a podcast about health or medical issues
Source: http://www.pewinternet.org/Presentations/2009/40-The-rise-of-the-e-patient.aspx
E-Patients: Used to being involved
Tuesday, May 3, 2011
Tuesday, May 3, 2011
Positioning Wellness
Tuesday, May 3, 2011
Positioning Wellness
Tuesday, May 3, 2011
Positioning Wellness
Tuesday, May 3, 2011
Positioning WellnessWhat’s the trend?• Driving preference before potential patients have a
need by addressing health and wellness issues.
What can you do about it?• Create specific content about your community’s
health needs online. Sponsor health bloggers in your area. Develop a strategically targeted online community separate from your organization’s website.
Tuesday, May 3, 2011
A Presentation forHealthSouth#4: Crisis Comm in Real Time
Tuesday, May 3, 2011
Now, people over 65 are adopting Facebook at a faster pace than any other age group, with three times as many as last year, according to the research firm comScore.
People over 65, of course, also have the country’s highest mortality rate, so the problem is only going to get worse.
What happens when people die in SM?
Tuesday, May 3, 2011
What happens when people die in SM?
Tuesday, May 3, 2011
• From son Randy: My dad graduated to Glory early this morning, July 30. He died peacefully, without pain or anxiety. More info on CBridge about 1 hour ago via web
• Home from hospital. Tired from transport from hospital, visiting with family and friends. It is so good to be home. about 13 hours ago via web
• Discharge from hospital delayed because of transfusions. Hopefully, can go home Thurs. God and family are very precious right now. Praise God 4:38 PM Jul 28th via web
• Leukemia is back, and the doctors feel treating it will push me over the edge. I may go home Wed to die at home rather than at the hospital. 9:00 PM Jul 27th via web
• I have improved a little today. Kidneys are better, but heart accelerating. Pray for heart rate to go down. God is with me.9:10 PM Jul 26th via web
• I am stable in poor condition. Family is all coming in. Pray for a miracle in recovery and/or a glorious homegoing. To God be the glory! 7:18 AM Jul 26th via web
What happens when people die in SM?
Avery Willis tweets his own death
Tuesday, May 3, 2011
Crisis Comm for Social MediaWhat’s the trend?• The advent of social media in Boomers lives means
you’ll be faced with managing online obituaries in real time.
What can you do about it?• Create a specific, one-page crisis comm; set policies
and procedures for how they will be used; encourage positive feedback and provide online alternatives instead of venting family members/fans.
Tuesday, May 3, 2011
• Moving from B2B to B2C• Online PR as reputation management• Position wellness, not sickness• Real Time Crisis Communications
Four Big Changes
Tuesday, May 3, 2011
Q & AContact us:[email protected]@medtouch.com
Follow us:Twitter: @IntervalChris @MedTouch
Learn more:www.thinkinterval.comwww.medtouch.com
Tuesday, May 3, 2011