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Patient Wise - Presentation - Updating Your Recruitment Strategy 2013
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Transcript of Patient Wise - Presentation - Updating Your Recruitment Strategy 2013
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Zero Moment of Truth:Finding Your Patients and
Updating Your Patient Recruitment Strategy
Presented by: Annie Garvey
Director, Patient Outreach
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Learning Objectives
• Update your patient recruitment and marketing strategy
• Understand who and where your patients are
• Recognize the “Zero Moment of Truth” and how it affects patient recruitment
• Begin to contribute to the conversation
• Understand which metrics are most important
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What is Zero Moment of Truth?
Point in time where you grab your laptop/smartphone and start learning about a product or service that you’re
thinking about trying or buying
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What is Zero Moment of Truth?
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Why Does Zero Moment of Truth Matter?
• 70% of Americans say they look at product reviews before making a purchase1
• 79% of consumers now say they use a smartphone to help with shopping2
• 83% of moms say they do online research after seeing TV commercials for products that interest them3
1. “The New Info Shopper,” Penn, Schoen & Berland Associates, 20092. Google/Ipsos OTX MediaCT, “The Mobile Movement Study,” April 2011, N=5,0003. BabyCenter Study on Google Search, Nov. 2009
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Why Does Zero Moment of Truth Matter?
• American households now spend as much time online as they do watching TV but in 2010 only 15% of media budgets were spent online1
• In 2011, average shopper used 10.4 sources, up from 5.3 sources in 20102
• 84% of shoppers say that ZMOT shapes their decisions2
1. eMarketer, “U.S. Total Media and Online Ad Spending,” Nov. 20102. 2. Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2011
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What Does This All Mean?
ZMOT is a new model and a new conversation that we all have to be a
part of
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Where are these “conversations?”
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Understanding the Benefits of the Conversation
1. Positions your site as the subject matter expert2. Builds audience trust through competency and
consistency3. Clinical research seen as a safe alternative4. Leads to an increase in patients
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Before You Join the Conversation
1. Update your websitea. Clear “entrances” for Patients and Sponsors/CROsb. Organized copyc. Friendly/personable language
2. Add a blog/news pagea. Helps with optimization
3. Set up social media accountsa. Even if there’s no plan, secure the nameb. Create a master document with logins/passwords
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ZMOT’s Affect on Patient Recruitment
• M/F, 18-75, with [disease] is not a viable answer
• Need a bit more creativity to target your audience
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ZMOT’s Affect on Patient Recruitment
• Truly paint the picture of your “ideal patient”
• Male/female
• Age
• Lifestyle
• Financial situation
• Geographic radius
• Daily activities
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Meet Cheryl – ZMOT Style
• Female• 60 years old• Diagnosed with T2D• Loves bird watching• Middle-class• Eugene, OR• Tries to walk and clean around the house• Enjoys her monthly book club • Valiant attempts to manage her health• Facebook user to reconnect with college
classmates• Avid online user to research new recipes and
crafts
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Discussion: How Do We Engage Cheryl?
• Promotion of healthy recipes? • Attending a health fair? • Radio advertising?• Local magazine/newspaper?• Facebook Advertising? • Google Ad Words? • Bird watching groups? • Referring physician program?
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Polling Question: Social Media
• How successful have your social media efforts been?
• Awesome – we love social media!
• Some success – we’re really not sure.
• Ehhhhh – yeah, not that good.
• We haven’t done anything/Not sure where to start.
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Social Media Infographic
1. http://online.wsj.com/article/SB10001424052970204653604577249341403742390.html (data for January 20122. http://www.pcmag.com/article2/0.2817.2400895.00.asp9. http://www.comscore.com/Press_Events/Presentations_White-papers/2012/The_State_of_Social_MediaInfographic from: allfacebook.com/morrison-foerster-time-spend-facebook_b105616
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Social Media: Before You Start
1. Define your mission and purpose
• Measure your results by likes, friends, etc.
2. Answer the question “why should I…”
• Like you? Follow you?
3. Be realistic about your resources
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Social Media: Best Practices
• Be relevant
• Be consistent
• Use eye-catching images
• Keep your posts short
• Be educational
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Social Media: How to Engage
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Social Media: Here’s Who’s Doing it Well
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Social Media: Not Going Well
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Social Media: What You Can Do Right Now
• Set up your social media accounts
• Even if you don’t use them, take the username(Facebook page/place, Twitter, YouTube, Pinterest)
• Baseline your “signs of life”
• Start following, liking, friending, etc. to build network
• Share and like: people are watching who is sharing and liking
• Little bits of good content can bring high value
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Social Media: Feeling Overwhelmed?
• Think of ZMOT and social media like a new friendship
• It takes time
• Talk to people through social media like they are people
• Even if you don’t use them, take the username
• Showing the correlation between social media and patient recruitment is not exact
• Start small but be consistent
• Start following, liking, and friending Sponsors/CROs, referring clinics, patients, etc.
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Track, Track, Track
• Know what is and isn’t important
• Comments, likes, # of followers, shares, re-tweets
• Use the metrics to your advantage
• Edit campaigns
• Push for marketing dollars
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Track, Track, Track
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Track, Track, Track
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Back to ZMOT
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Resources
• HubSpot’s Blog http://blog.hubspot.com/
• Zero Moment of Truth Download http://www.zeromomentoftruth.com/
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Questions & Answers
Annie GarveyDirector, Patient
m@PatientWise
www.patientwise.com608-664-9902