From Interruption to Interaction

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From Interruption to Interaction

Using New Media and Your Website to Win (and Win Over)

New Patients

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Workshop Leaders

John OlsonSchool of Business andNonprofit ManagementNorth Park UniversityChicago, IL

Sandra MackeyExecutive Director of MarketingEmory HealthcareAtlanta, GA

Elizabeth ScottAssociate VP of MarketingAnd e-BusinessNorton HealthcareLouisville, KY

Dan GreenbergerChief Innovation OfficerGPS Creative ServicesChicago. IL

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Learning Objectives

2. Develop a working understanding of the major new media types that have been developed and are gaining acceptance.

4. Understand the fundamental differences between new media and old media.

3. Learn ideas for using the hospital website for two-way

communication and engagement with your patients

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Today’s Agenda

• Review of Marketing Communication Models– How does new media change them?

• Review of New Media Types• A Case Study in Engagement - Emory

Healthcare• A Case Study in Interaction - Norton Healthcare• Workshop in Generating New Media Ideas

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A New Media Model of Advertising

John OlsonAdjunct Professor

School of Business and Nonprofit Management

North Park University, Chicago

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The Consumer’s Journey

Conversion

Attraction

Consideration

Retention

Source: MeMetrics, Inc.

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Conversion

Attraction

Consideration

Retention

Awareness, interest

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Conversion

Attraction

Consideration

Retention

Gather & process info

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Conversion

Attraction

Consideration

Retention

Buy the product or service

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Conversion

Attraction

Consideration

Retention Repeat purchase

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Interruption

• Advertising interrupts program or print content with unsolicited messages

– Audience is attracted by program and editorial content, not advertising• With some exceptions – mostly in print

• Messages typically are short and one-way from advertiser to consumer.

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Is Interruption Bad?

• It’s most annoying to the audience when the message is irrelevant or old news

– Receiver is not in the target– Receiver has seen the ad/commercial

before

• Interruptive is frequently necessary to begin the process of attracting patients or to provide reminder messages

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Interruption & Interaction

• Intrusive Media (TV, radio, outdoor, print)– Top-of Mind Awareness Building

• Build over time• Bring a brand into the consumer circle of

consideration for future needs.

– Recency• Schedule messages so they will speak to an

immediate need and spark an immediate response.

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Interruption & Interaction

• Interactive (Online/Digital)– Two-way discussion – Frequently initiated by consumers seeking

information to help make a major purchase or decision.

– Messages can be of any length. – Usually designed to answer an immediate

need and to stimulate an immediate response.

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Relevance to Hospital Advertising

• Two types of hospital consumers– Those who resist receiving hospital

communications• Healthy people who don’t anticipate problems or

needs

– Those actively seeking information for specific health concerns

• Interest or need is frequently caused by an event – diagnosis or injury

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Relevance to Hospital Advertising

• Resisters– Interruptive and intrusive media may be useful to get

their attention– Message content should focus on emotional

connections rather than rational arguments

• Seekers– Desire in-depth information. – Interactive media allow the consumer to ask

questions and drill down for more information– Challenge is to get seekers to come to you

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Overview of new media types

• New interruptive media. Media in new and unexpected places.

– Ambient (place-based) media. • Ads on ATMs, gas station pumps, prescription

envelopes, baby strollers • Video networks. Aired on monitors in places like

doctor’s offices, retail stores, bars/restaurants, taxicabs, elevators, airports, other public places

• Digital media (exterior signs, in-store)

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Coffee cups and sleeves,

Prescription bagsBaby strollers

Examples of ambient media

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Examples of ambient media

Physicians’ offices:

Exam table paper,

tissue boxes, brochures, sampling

Dog jacket advertising

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Example of video networks

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Ambient media: advantages

• More precise targeting:– Geographic

• Place-based advertising focused on service area

– Product or service usage• Reaches consumers with a particular need, such a

physician’s office for a specialty

– Timeliness• Message received when consumer is considering

a purchase or decision

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New interruptive media: advantages

• Attention– The unexpected nature of the medium may

help to draw attention to the message.• Examples – baby stroller or dog jacket

advertising

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Online is 3rd Largest Medium

SOURCE: 2006 Media Comparison Study, Nielsen/TVB

265

125

29

85

16

0

50

100

150

200

250

300

TV Radio News. Online Mags.

Minutes/Adult Spent Yesterday With Media

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Internet/Online Advertising• Women and men nearly equally

SOURCE: Pew Internet & American Life Project

60%

65%

70%

All Adults Women Men

67%

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Internet/Online Advertising• 67% of persons age 13+ use the web


0%

14%

28%

42%

56%

70%

84%

P13+ 13-17 18-29 30-49 50-64 65+

67%

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Internet/Online Advertising• HH income skews higher


0%

14%

28%

42%

56%

70%

84%

98%

All <$30K $30-50K

$50-75K

$75K +

67%

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Internet/Online Advertising• Higher educational levels


0%

14%

28%

42%

56%

70%

84%

98%

All < HS HS Some Coll. College +

67%

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New Interactive Media: Online

• Types of Online Advertising– Content targeting

• Sites with content related to your advertised service

– Behavioral targeting• Sites visited by readers whose web behavior

shows an interest in your type of service (they visit sites with content related to your advertised service

– Contextual targeting• Links within editorial content related to your

advertised service

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Content Targeting

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Sponsored Content

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Sponsored Content

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Contextual Targeting• Like sponsored content, ads and links that

appear in content related to your advertising message

• Difference is that proprietary technology finds the content based on keywords – it is not chosen in advance by the advertiser

• Content is constantly updated and changing

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Contextual targeting

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Contextual targeting

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Long-form Communications

• Video on demand distributed over websites or cable TV

• Audio or video podcasting • Provide detailed information on a particular

service lines or procedures for consumers desiring it.

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Websites

• Consumers can drill down for more information

• Via email, discussion boards or online chat, consumers can ask questions, initiate a discussion

• Particularly applicable to healthcare– Desire for info on major procedures– Desire to gather information privately

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Discussion Boards

http://www.meriter.com/living/discussion/

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Discussion Boards

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Discussion Boards

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Consumer-generated Media

• Types– Discussion boards: reader submissions remain

posted on a site for a time– Listservs: emails shared among members of a

group– Blogs (“web-logs”)

• Running commentary content posted by an individual (blogger), readers can typically post responses and ask questions

– Video (You-tube)– Wikis

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Listservs

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Blogs

http://www.thehealthcareblog.com/

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Blogs

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List of Medical Wikis

http://davidrothman.net/list-of-medical-wikis/

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User-generated video

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Wikis

http://diabetes.wikia.com/wiki/Diabetes_Wiki

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Consumer-generated Media: Advantages

• The marketer can hear what customers and prospects are saying and join in the conversation

– Important to identify the organization – flacks or shills are quickly recognized and discredited

– Factual information, especially in response to questions, is generally welcomed

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Search Engine Marketing

• Internet searches are an established part of our routines– 213,000,000 searches performed each day

• (March, 2006, Source: Comscore)

• Searches can account for 25-50% of a web site’s traffic

• Two major ways to increase your website visits

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• Search engine optimization– Managing the content of your website for

higher rankings in natural and paid search results

– Variables that affect search rankings include:• Presence of key words in text (not pictures) • Title pages• Incoming links from other relevant sites• Outbound links

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Organic and Paid Search

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Organic and Paid Search

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Website Content Influences Organic Search Results

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• Paid search advertising– Inexpensive, targeted way to reach

consumers actively looking for information on services you offer

– Pay-per-click based on search terms, advertiser “bids” an amount. Higher bidders get listed higher in search results

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Paid Search

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Mobile Telephone Advertising

• Permission-based campaigns– Can give consumers requested reminders

by text message. – Could support classes or events.

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Roles of Media Types in the Consumer’s Journey

Attraction

Consideration

Conversion

Retention

Mass media, ambient, direct

mail, PR, search & web, online

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Attraction

Consideration

Conversion

Retention

Mass, direct mail, web, cons.-generated, brochures, online,, PR, long-form, e-mail

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Attraction

Consideration

Conversion

Retention

Cons.-generated, brochures, long-form, recommendations

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Attraction

Consideration

Conversion

RetentionMass, website, direct, email, mobile phone

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Interruptive Interactive

Attraction

Consideration

Conversion

Retention

More

Less

Less

More

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Planning Your Mix

• What are your goals? Match the tactics to your goals:– The farther in the journey from attraction to

retention, interactive is likely to be more important

• At any point in time, you have prospects at different stages of the journey and you’ll need a mix of interruptive and interactive tactics

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Planning Your Mix

• How “mass” is your target?– The more mass the target, the more efficient

is mass media• Mass media may not be efficient even for attraction

of small segments – specialized services/procedures

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Discussion

• What media might we use for a– Branding campaign?– Service line?– Health club?– Wellness programs?

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Case History

• Swedish Covenant Hospital, Chicago

• Independent, nonprofit hospital serving Chicago’s north and northwest sides

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Swedish Covenant Hospital

• Academic and community hospital

• Comprehensive range of medical programs, including cancer, cardiac, surgical, women's health and emergency services

• Need to position itself in relation to other academic & community hospitals in Chicago area

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Swedish Covenant Hospital

• Chicago's only member of Planetree, an organization that develops and implements guidelines for patient-centered care.

• Out of the 5,000 US hospitals, only 125 have committed fully to the Planetree philosophy of treating the whole patient—body, mind and spirit.

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“What Makes You Feel Better?”

• Branding campaign that focuses on Swedish’s holistic approach to patient care

• Point of difference vs. other hospitals in area

• Appeals to resisters and seekers– Largely emotional appeal– Focuses on everyday health in a unique way

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• Campaign used a wide range of media – both old and new

• Mass media to attract• Interactive media to engage consumers

and move them to consideration

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• Media used to attract:– Mass transit trains and buses on the routes

serving Swedish’s service area• Painted/wrapped cars• Interior cards – each car had 4-5 different ads,

each suggesting a different thing that makes you feel better (pets, exercise, play)

• An ad on the ceiling created a mock skylight with a sunny, blue sky

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• Mass transit ads– Interior ads also invited readers to text message with

their favorite healing thing– A text message reply invited consumer to visit a

campaign web site• Newspaper

– Insert with “healing” idea stickers attached by elastic band around Chicago Tribune (targeted to service area)

• Out-of-home ads– Ads on train platforms and bus shelters along lines

serving hospital’s service area

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• Campaign Website– Offers more information on things that make people

feel better, and ways they use that approach in healing at Swedish Covenant

– Viewers can submit a photo of something that makes them feel better, I wanted to get their e-newsletter and where I heard about the campaign

– Viewers can opt-in to an e-newsletter and answer survey on where they saw the campaign

From Interruption to Interaction

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