Healthcare Marketing Part 5 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.

Strategies for Drug, Insurers, Providers, and Consumer Expectations

Some social media strategies for specific branches of the industry and the changed consumer expectations that come with it.

Business Strategy:Drug Companies-

Set-up systems for proper risk

management and new opportunities

Move beyond marketing

Listen and improve

• Develop an infrastructure that includes a strategic approach, the proper governance to manage risks and opportunities, and operational processes that can adapt

• Improve clinical trial recruitment, find product or company complaints and respond, or create closed social communities to engage providers or insurers to improve collaboration and innovation

• Treat social media as another source of business intelligence that can provide insights at the aggregate level

Compiled by author form source: pwchealth.com

Business Strategy:Insurers-

Cast the company as a

patient advocate

• The health insurance exchange market has various organizations vying for the attention of new customers

• Understand the needs of potential members and determine which can be fulfilled by incorporating social media into the member strategy

Determine an approach to data

aggregation

• Evaluate current member data and determine what information will fill the gap to fully understanding member needs and experiences

Understand direct and

indirect benefits of social media

• An increase in membership can be a direct benefit of using social media

• Metrics such as increased customer satisfaction, loyalty, and brand value may not be easily tied to increases in revenue but are indirect benefits

Compiled by author form source: pwchealth.com

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Compiled by author form source: pwc.com

What consumers value in services offered by drug companies and health insurers via social media

Business Strategy:Drug Companies and Health Insurers-

Business Strategy:Providers-

Providers should support “meaningful use” efforts• There are now regulations in place that set higher standards for

communicating health information to patients• Including access to an electronic copy of health, the ability to view

and download relevant information via a web-based portalDefine your digital identity• Providers should take advantage of the trust consumers have for

them over other health organizations• Determine how to define your identity in the digital space through

various avenuesCreate clear usage guidelines• Set clear guidelines on the use of social channels for patient

interactions to help maintain professionalism and protect patient informationCompiled by author form source: pwchealth.com

Business Strategy:Providers-

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Compiled by author form source: pwc.com

What consumers value in services offered by healthcare providers via social media

Business Strategy:Customer Experience-

Good customer experience leads to retention, recommendations, and loyalty

In the past, the industry did not have to compete for customers, but the rising demand for value is forcing companies’ hands

Companies need to start communicating with patients’ needs in mind

Business Strategy:Common Strategy Mistakes-

Lacking a Cohesive Strategy• Many only have a

rough idea of what they’d like to accomplish without defined goals, objectives, methods, metrics, or anything more specific than- We need to be on social media

Not Creating a Content Calendar• Not knowing what to

talk about can be a problem- Knowing what to say, and when to say it is essential

Not Sticking to a Firm Schedule• Content should be

posted at a regular intervals and at opportune times

Leaving Social Media only to Marketing• Effective campaigns

require participation from all levels, not just the marketing

Not Having a Procedure for Responding to Visitors• Patients will attempt

to engage online- Not having a system for handling and responding comments will hinder the success

Compiled by author form source: marketingyourhospital.com

PolicyA look at how federal policies affect marketing for healthcare companies.

HIPAAA review of how HIPAA regulations affect healthcare interactions and restrict marketing campaigns.

HIPAA:What Is PHI?

PHI includes demographic data

that relates to:

The present or future physical health,

mental health, or condition of the

patient

The provision of healthcare to the

patient

The past, present, or future payment for

the provision of healthcare to the

individual

Compiled by author form source: sproutsocial.com

HIPAA:What Is HIPAA?

Categories of Identifying Information that Must be Removed for De-Identification:

Basic Information:

Names, Addresses, Phone Numbers,

and Social Security Numbers

Dates:

Birth Dates, Admission Dates, Discharge Dates,

and Dates of Death

Administrative Details:

Medical Record Numbers, Health Plan Beneficiary

Numbers, Account Numbers,

Certificate or License Numbers, Vehicle Identifiers

and Serial Numbers, URLs

and IP addresses

Other Identifiable

Information:

Finger and Voice Prints, Full-Face

Photography, and any other Unique

Identifying Number,

Characteristic or Code

Compiled by author form source: sproutsocial.com

HIPAA:Social Media-

Why is HIPAA important to know for healthcare marketers using social media?

Because the same rules regarding patient privacy in healthcare apply to social media

Any information that could potentially lead to the patient’s identity being exposed cannot be shared- The fact that a doctor/patient relationship exists is considered PHI

HIPAA violations are taken seriously

HIPAA:Social Media-

Coffee Shop Test

Ask: Would I talk about this with a colleague in a coffee

shop?

If not, then it is not appropriate to talk about it online

Compiled by author form source: healthlawyers.org

HIPAA:Social Media-

The informality and fast pace of social sites seem to be the cause of HIPAA related “mistakes”

Many say that such mistakes would never have been made if “paper” records were involved

The typical time to consider whether a use/disclosure is permissible simply is not present

HIPAA:Social Media Violations-

Posting verbal “gossip” to unauthorized individuals, even if names are not used

Sharing of photographs, or any form of PHI without written consent

A mistaken that posts are private or have been deleted when they are still visible to the public

The sharing of comments or pictures, which happens to have visible patient files underneath

Compiled by author form source: healthcarecompliancepros.com

Common forms of Social Media Violations include:


The belief that the communication/post is private and accessible only to the intended recipient(s)

The belief that the contents of deleted posts are no longer accessible

The belief that if the site is limited (“private”) to selected recipients, that disclosure of patient information is harmless if only read by selected recipient(s)

Confusion about the patient’s freedom to disclose about himself/herself and the need for the employee to refrain from disclosing information


Common forms of Social Media Violations include:


A Rhode Island physician was fired for posting patient data to her personal Facebook profile• The actual patient’s name had

never been mentioned• It was argued that the information

posted provided enough detail about the patient’s injuries for others to guess who the patient was

If a patient takes a selfie inside an emergency room and inadvertently photographed another patient in the background• The photo was uploaded to the

hospital’s Facebook Page along with the selfie taker’s check-in

• Since the other patient didn’t consent to being photographed and shared on Facebook, that post is a HIPAA/PHIPA violation— even though the hospital didn’t upload the photo

Compiled by author form source: sproutsocial.com Image Source: Google Images

HIPAA:Social Media Violations- How to Avoid


Update Risk Assessments- Make sure they include reasonably foreseeable inappropriate uses and disclosures of PHI by workforce

Implement new or revised formal policies and procedures that specifically account for social media outlets

Provide updated education to the workforce covering both old and new policies

Make HIPAA compliance an ongoing, vigilant part of overall compliance

The Affordable Care ActHow ACA regulations affect healthcare marketing.

The ACA:Transforming Healthcare-

Brought about the most dramatic change in healthcare since the establishment of Medicare and Medicaid in 1965

Changed healthcare not only for customers, but also for insurers and providers

The act transformed health insurance into a public commodity


How the ACA with Transform Healthcare

Marketing:There will be a switch to

highly targeted

messaging

There will be more need for data analytical

skills

There will be a heavier focus on Ssmplicity

Compiled by author form source: contentequalsmoney.com


The health insurance marketing became almost entirely consumer driven

Consumers can comparison shop for a provider based on price, quality of care, perceived value and other medical services available

Health insurance companies are now forced to compete head to head with one another for customers

The ACA:Transforming Healthcare- Marketing Mix

All four of the major components of marketing in the Marketing Mix are impacted by the ACA

Those impacts affect development-of-care, delivery-of-care, and financing-of-care companies

The ACA:Development of Care Companies-

Defined as pharmaceutical and medical device companies

Traditionally these companies marketed directly to doctors

Now, they need to target groups of doctors, hospitals, and other health care providers, who coordinated care to their patients

The ACA:Development of Care Companies-

Companies have

to:

Target comprehensive healthcare groups

Increase the emphasis on the cost-

effectiveness of their products

Promote the effectiveness of their

products

Compiled by author form source: academia.edu

The ACA:Delivery of Care Companies-

Defined as hospitals and clinics

The ACA will continue to promote the growing trend of hospital and physician buying groups in order to negotiate lower prices

There are significant incentives for hospitals and physicians to improve the quality of care and implement information technology

The ACA: Financing of Care Companies-

Defined as insurance agencies

The ACA sets the segmentation criteria and minimum product specifications for the products that insurers can offer to the public

This reduces the flexibility of designing, creating, and offering new products

Products that were primarily sold as business-to-business products are likely to become a more consumer-focused


ConsumersConsume

rs and the

Affordable Care

Act

Gave consumers more control over which plans they

chooseMany current

customers were no longer be tied to employer plans

Gave the consumer the incentive to shop around for the best

plan

Compiled by author form source: marketingprofs.com


ProvidersProviders and the

Affordable Care

Act

Physician payments are now tied to the quality of care they provide

This puts a large emphasis on value over

volume

Physicians will see their payments modified depending on the

quality of care they provide now

Compiled by author form source: mediapost.com

The ACA:Marketing Strategies-

Marketers will need to become much more consumer-focused:

Targets:

Customers shopping for

coverage for the first time

Retaining current customers

Compiled by author form source: marketingprofs.com Image Source: Google Images

The ACA:Marketing Strategies- New Consumers

To ensure that consumers not familiar

with the industry

remember their

company’s name

To differentiate themselves

from competitors

Marketers will need to develop a

brand-recognition strategy:


The ACA:Marketing Strategies- New Consumers

Simplicity will be key in content strategy

Content strategy should be providing Healthcare 101

Focus on providing access to basic information in friendly terms:

In-Network vs. Out-of-Network Coverage

The Handling of Prescription

s

The Limitations of Different

Policies

Compiled by author form source: contentequalsmoney.com

The ACA:Marketing Strategies- Big Data

Big Data can be Used to:

Identify profitable target marketed

Match new customers with the right plans

Determine the value proposition of marketing

efforts


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 5 of 5

Healthcare

Transcript of Healthcare Marketing Part 5 of 5