Things have changed - Digital Health Marketing today
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Transcript of Things have changed - Digital Health Marketing today
u p t h e r e e v e r y w h e r e . c o m
Things have changed
Has your marketing?
Digital Health Days 201524th September
Robert England, PhD Lead, UP for LIFE
Robert is a scientist who has worked in global
branding, marketing and communications for over
25 years.
He lives in Sweden.
ROBERT
Elizabeth Nelson Researcher
Elizabeth has worked in behaviourial research for
over 10 years.
She is currently doing a PhD on the psychological effects of using wearable
technologies.
She lives in Holland.
ELIZABETH
David Holzer Writer
A writer for many years, David has worked on
digital projects for organisations ranging from global household
names to niche non-profits.
He believes all great communication tells the
truth.
David divides his time between Mallorca and
Hungary.
DAVID
Marie-Hélène Dibenedetto Social Media Strategist
Marie-Hélène has 15 years of experience in
marketing and corporate communications. She specializes in social
media and digital marketing.
She lives in Belgium, but her home is where
there's wifi.
MARIE-HÉLÈNE
Outbound marketing Exhibitions Tele sales Direct mail
E-mail blasts Printed material
$
OUTBOUND MARKETING
The buyer The seller
Leverage from the power of
digital & social media
Content & Inbound marketing
Blogs News Content
INBOUND MARKETING
Inbound marketing The customers you want
find you
Measurable Targeted Effective
Software to automate,
co-ordinate and measure
Valuable Content
Valuable Content
Valuable Content
Valuable Content
Subtle Quality
Quantity
Valuable Content
Valuable Content
INBOUND MARKETING
The buyer The seller
no idea - who is visiting your website - what they are doing there - if the marketing materials do the right job
‘I have no idea what I’m doing – but I am busy’
BUSY DOING NOTHING
Andreas Endrédi Healthcare consultant
Today, he is a healthcare management consultant
at KPMG.
Previously Head of Management Systems at Uppsala County Council.
‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
Swedish healthcare consumes about 9% of GDP
Healthcare in Sweden costs about SEK 200 billion/year
Although Sweden has top class healthcare, there is great potential
for improvement
‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
A challenge for the Swedish healthcare system
In the Skåne region, patient injuries cost nearly SEK 650 million/year
Use the time of key personnel like nurses better
‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
We don’t have the right information
Information overload
Information gaps
‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
Identified quality problems were escalated to the hospital director.But was this the right decision?
An example: hip fracture surgery
‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
Patient group
Accessibility (waiting time)
Patient’s experience
Functional outcome
Medical outcome Cost
Patient group A
Patient group B
Patient group C
Patient group D
Patient group E
Patient group F
Patient group G
Patient group H
Hip Fracture
Patient group J
Patient group K
We need information on the quality of care for each patient group
‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
Patient group
Accessibility (waiting time)
Patient’s experience
Functional outcome
Medical outcome Cost
Patient group A
Patient group B
Patient group C
Patient group D
Patient group E
Patient group F
Patient group G
Patient group H
Hip Fracture
Patient group J
Patient group K
Does the big picture look like this?
‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
Patient group
Accessibility (waiting time)
Patient’s experience
Functional outcome
Medical outcome Cost
Patient group A ? ? ?
Patient group B ? ? ?
Patient group C ? ? ? ?
Patient group D ? ? ? ?
Patient group E ? ? ?
Patient group F ? ? ? ?
Patient group G ? ? ? ? ?
Patient group H ? ? ? ? ?
Hip Fracture
Patient group J ? ? ? ? ?
Patient group K ? ? ? ?
It might look more like this
Good Fair Poor
‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
We don’t have the right information
We don’t know where to focus our resources to treat patients better.
How can we manage healthcare if we don’t have the information?
‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
We need to organise care to match the patients’ journey
Quality suffers when patients transfer between care providers.
We need to get process-oriented.
‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
Focus on better management systems
We need to invest in management systems.
We invest disproportionately in property development.
Low response rate (10% considered acceptable) One way communication
Little feedback
Old Forms of Research
Now we’re moving from volume to value-based care, how do you find the best way forward for
your hospital?
What do you base your value on?
Film
u p t h e r e e v e r y w h e r e . c o m
The G7 CampaignA campaign for the International Diabetes Federation
u p t h e r e e v e r y w h e r e . c o m
• 11,4M + 8,9M people reached
• 4.000 retweets, 5.100 favorited tweets, 3.610 new followers
• #diabetes second most associated topic with G7 on Twitter
u p t h e r e e v e r y w h e r e . c o m
• Lack of resources • Continuous changes
• Fear of not being able to measure
Why have we not made the switch ?
In a relationship, you…
Speak the truth
Prepare for your date – do your homework
Don’t stalk or come on too strong
Respect the time it takes
Show interest – don’t talk about yourself
Don’t advertise your ‘product’
Combine all the skills: writing, research, social, and strategy
We already have experience that you need
RULES OF ENGAGEMENT
Help people find you
Searchable and shareable
Supply content that your persona is seeking, and that can be shared.
SEO and SEM put messages right in their search results.
GET FOUND ONLINE
Hip fracture statistics
Film
u p t h e r e e v e r y w h e r e . c o m
The person you are writing for is a real person. Respect them.
u p t h e r e e v e r y w h e r e . c o m
Give yourself a break. Request your free marketing assessment from: [email protected]