Healthcare Marketing Is Dead
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Healthcare Marketing Is Dead #CapstratHC | February 10, 2016
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Transcript of Healthcare Marketing Is Dead
Healthcare Marketing Is Dead#CapstratHC | February 10, 2016
Mike KondratickVP, Account Director, Healthcare
Claire HovisVP, Account Director, Healthcare
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Healthcare Marketing Is Dead#CapstratHC | February 10, 2016
The Environment
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Consumersdon’t pay attentionto brands.(At least not as muchas you think they do.)
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31%of consumers say they talkto friends about a brand onceweekly or more.
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When surveyed, marketersestimated the number to becloser to
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30,000brand messages per day.
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8 sec.— the average length of attention span for humans.
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But everyone needs healthcare… right?
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50%of all group insurance coverageis high-deductible.
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8%of doctor visitsare for annualwellness checkups.
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What does this mean for me?
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How can you fight the swipe?
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Trustcommandsattention.
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60%of a company’s valueis attributableto its reputation.
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87%of executives believe a strongreputation is just as importantas a strong brand.
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90%of consumers choose aprovider based on reputation.
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How do you build trust?
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Buildingtrust
Invest in the process
Content and context
Depth, not breadth
Peer endorsement
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Invest inthe process,not theoutcome.
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Personasare just astarting point.Deliver anexperience.
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If you interrupt,you lose.
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2 in 3millennials use ad blockerswhen viewing digital content.
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64xmore likely to climbMount Everest than to click on a banner ad.
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Optimization asa content strategy.
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Content is king.Context is god.
62%of all digital time is spenton mobile.
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What to prioritize:Destinations?Or Distribution?
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Depth,not breadth.
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<0.1%of social media fans engage withbranded social posts, even amongmajor consumer brands.
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Peerendorsement
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72%of consumers looked onlinefor health information withinthe past year.
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77%of online health informationseekers begin their searcheswith search engines.
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1 in 5internet users have consulted onlinereviews of healthcare providers.
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94%of those who turn to social mediafirst for health information use Facebook as their platform of choice.
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Casein point:Millennialmoms
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74%of millennial moms relyon peers for advice andsupport related to theirfamilies at least oncea week.
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73%feel they find trustworthy informationabout products and services throughonline communities.
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Measurement
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Not everymetric matters.
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Would peoplemiss you if you
were gone?#CapstratHC
Questions?
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