Healthcare Marketing Part 4 of 5

Healthcare Marketing

A look at the shift from traditional media marketing to digital marketing.

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Table of ContentsThe New Marketplace 3 Business Strategy 10

1

Traditional Media 16 Using Traditional and Digital 102

Why Use It? 17 Becoming a Social Business 113

Demographics 25 Big Data Integration 124

Social Media 34 Strategies for Drug, Insurers, Providers, and Consumer Expectations

143Usage 35

Changed Interactions 42 Policy 161

Search and Conversions 43 HIPAA 162

Healthcare Choices 50 The Affordable Care Act 176

Online Communities 56 Works Cited 195

Healthcare Organizations 70Information and Education 75

Forums and Support Groups 82Challenges 90

Business StrategySome business strategy tips for how healthcare businesses can use Social Media to their benefit.

Using Traditional and Digital

An explanation as to why it is key to integrate both traditional and digital marketing into strategies to maximize the ROI.

Business Strategy:Traditional and Digital- More Personal

Traditional media is effective reaching a broad audience, but digital media is a great way to reach a specific audience

Using both is an effective and fun way to incorporate marketing techniques that make your messaging more personal

The key is to make sure the outbound marketing circles back to the inbound marketing campaigns

Business Strategy:Traditional and Digital-

84% of patients use both online and offline sources for research

Searc

h Eng

ines

Hospita

l Sites

Health

Infor

mation

Sites

Physi

cian's

Office

Family,

Frien

ds, Colle

ague

s TV

Magazi

nes

Newspa

pers

0%20%40%60%80%

Column1

Compiled by author from Source: ssl.gstatic.com

Online

Personal

Off Line


No single marketing strategy works for every purpose, product, audience, or offer

A mix of media and approaches and a mix of traditional and digital marketing is almost always more effective

When combined, the benefits of both traditional and digital can be enjoyed while they compensate for each other’s weaknesses

Way to use Both

to Maximize Marketing

Efforts:

Active and Passive

Multiple Channels

More Personal


Compiled by author from Source: enveritasgroup.com

Business Strategy:Traditional and Digital- Active & Passive

Traditional marketing is generally considered to be passive and digital marketing actively involves the target audience

Try combining aspects of traditional and digital media together

Traditional marketing is helpful in circulating information and can incorporate a “call to action” of sorts

Becoming a Social Business

Some tips on why and how to be more socially interactive in the healthcare industry.

Business Strategy: Becoming a Social Business-

The health industry has been slow to embrace social media- But is beginning to see the benefits of social media

Engagement is important, yet hard to achieve

Building connections among people with similar health challenges allows for the a better understanding and treatment plans


Evolve from a marketing strategy to social business strategy

82% of healthcare providers have their social media efforts managed by their marketing or communications personnel

Extend the customer experience beyond a clinical encounter


Insights from social media also offer instant feedback on products or services

Insights can also lead to innovative ideas

Organizations will be better positioned to meet the needs of consumers


Leverage social technologies to

collaborate within the organizations

Develop a social brand that communicates and engages with

customers/patients

Encourage others within social media

health communities to lead healthier lives

Compiled by author form source: pwc.com


Before engaging on social media, first determine what your looking for and why you want to be there

Social media invites interaction where content is only created once

Patients need to warned against posting medical information

Providers also need to be cautious about posting information that could be considered as medical advice


How to Become a Social Business:

Listen

You don’t know what you don’t know-

Listening is the start knowing

Participate

Actively manage the data collection to capture potential

opportunities- This may require taking action to remedy negative activity

Engage

Having a meaningful, active presence in the social space

Compiled by author form source: pwchealth.com

Business Strategy:Participation-

Listening is just the first step

Companies need to actively manage collected data to capture potential opportunities and respond appropriately

Companies that “listen” well draw new ideas for services and use patient-reported health information to inform the business

Business Strategy: Engage-

Engagement means having a meaningful and an active presence in the social networks

Before engaging, think about what you’re looking for and why you want to be there- have a plan

Business Strategy:Social Media-

Company policies should specify who owns the relationships when employees engage as representatives

Example: Who owns the relationship if an employee leaves the firm after becoming “friends” with doctors online?

Strategies need to include remediation plans

Training detailing the consequences of being noncompliant also needs to be continual

Pharmaceutical/ life science companies are more likely than providers and insurers to report social media as a top privacy/security concern:

Yet, 23% of drug makers say they have not addressed social media privacy and security implications

Business Strategy:Social Media-

Pharmaceutical Providers Insurers0%10%20%30%40% 35%

27%21%


Business Strategy:Big Data Integration-

The ultimate goal for healthcare companies under an outcomes-based reimbursement system:

To positively impact patient behavior to improve health and to reduce costs

Caregivers lack the necessary information to effectively do so

The missing information can potentially be provided by social media interaction


Only 12% of providers are developing their informatics to drive research or the development of care protocols

About 1/3 of provider professionals don’t do anything with patient data

Data integrity is the primary challenge

Companies that wish to take advantage of patient self-reported data must proceed with transparency and the proper individual permissions


Want to do to make patient health betterWhat their obstacles areWhat their motivations and interests areWhat they struggle with

What information they need

Social Media can Provide Answers to:



How to Incorporate Social Data:

Define the social elements that would complete a

patient’s profile

Determine how the complete profile will

integrate into workflows




Integrate to Expand Providers’

Role in Patient Care

Social Media is mindset

and not just a channel

Adapt internal

operations

Turn Social Conversatio

ns into Insights

Innovate

Business Strategy:Big Data Integration- Incorporation

Embrace social media

as a mindset, not

just a channel

Take a disciplined approach to planning your investment

Consider the financial, branding, and IT costs and challenges social media will have on your business

Establish goals focused on trust and transparency, not just ROI

The ROI may not be quantifiable in profits, visits, or sales; but in brand equity

Focus on being accessible and relevant

Combine all digital strategies, including social media, online, and mobile to ensure patients receive what they need



Adapt Internal Operations

Shift from silos to

networks

Invest in a “hub” to coordinate with legal, IT,

clinical, customer service, and

other functions

Rework processes

to be relevantSocial media

promotes a non-linear,

instantaneous experience-

Healthcare tends to work in linear

and lengthy processes


Turn Social Conversations into

Insights Remember to analyze

and integrate

Develop strategies for transforming conversations

into insights and actions

Sift through the noise of social data

Work with IT and analytics to

discover ways to integrate social

data with existing systems,

databases, and tools



Innovate

Establish an internal platform for testing

Internal forums can help test the concept internally before establishing an external presence

Use forums to turn listening into innovation

Develop a process for innovation to be heard and adopted

Collaborate across the industry

Take advantage of tools to exchange ideas and coordinate care inside and outside the traditional healthcare system

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: [email protected]

www.mediacontactusa.com

mailto:[email protected]

http://www.mediacontactusa.com/

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Healthcare Marketing Part 4 of 5

Healthcare

Transcript of Healthcare Marketing Part 4 of 5