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Connecting Providers & Patients: Navigating Haystacks of Needles
The document discusses the evolution of marketing in healthcare, especially the shift from traditional methods to digital and socially-enabled strategies for connecting providers and patients. It emphasizes the importance of three-way communication between companies, consumers, and healthcare providers, as well as the growing influence of educated patients seeking branded care. Additionally, the document outlines various digital marketing techniques, including search engine optimization and social media engagement, as integral to modern healthcare marketing success.
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Connecting Providers & Patients: Navigating Haystacks of Needles
- 1. Connecting Providers &Patients: Navigating Haystacks of Needles Debbie Donovan Medical Device Digital Marketer Spring 2014
- 2. Marketing Has Changed Spring 2014 © 2014 eGoldSolutions 2
- 3. Facilitating 3‐Way Communication Social facilitates 3 types of communication 1 Company to consumers (single direction 1 to many) 2 Consumers to consumers (bi‐directional 1:1 privately) 3 Consumers to company (bi‐directional many to 1 with many watching) Consumers Consumers Social Media Company Spring 2014 © 2014 eGoldSolutions 3
- 4. Traditional vs. DigitalMarketing VS Spring 2014 © 2014 eGoldSolutions 4
- 5. Traditional Adoption Patient Doctor Gain doctor’s attention with clinical data Train doctor to add skill to their tool belt Doctor selects site of service and advocates for inclusion into costs Doctor educates patient (?) Spring 2014 © 2014 eGoldSolutions 5
- 6. Digitally‐enabled Adoption ©2014 eGoldSolutions 6 Educated Consumers discuss topic with primary care Educated At Risk Patients demand branded care from specialist Referring health care providers point to best specialists‐‐ Branded offering is a differentiator Specialist closes loop with referring HCPs— reinforces brand value Consumers Patients Referring HCPs Doctor Facilities Spring 2014
- 7. Patient Activity KeyInfluences There is a symbiosis between physicians and the internet. Let’s take a closer look at trusted source vs. first behavior © 2014 eGoldSolutions 7 Spring 2014
- 8. Search web…Find adoc…Get consult © 2014 eGoldSolutions 8 What if patients learned about their symptoms, conditions and treatment options on a physician website? Do you think patients will use “contact us” website form to communicate with practice? Q: Q: Source: http://content.nejm.org/cgi/content/extract/362/9/846 Spring 2014
- 9. Search Behaviors 2013Pew Internet Health Online Report © 2014 eGoldSolutions 9 Spring 2014
- 10. All Roads Leadto Health Care Providers © 2014 eGoldSolutions 10 Search Engine Marketing Keyword buys by zip code leads to branded locator Branded Toolkit Local marketing tactics execution Sales/Liaisons Referrals from Primary Care and relevant specialites Calls Logged & Transferred Health Care Providers Spring 2014
- 11. Monetize Digital Marketing New Facilities © 2014 eGoldSolutions 11 Organic Search (SEO) Paid Search (Adwords) Media (Social + Traditional) Partnerships Marketing Toolkit Content Syndication Turn consumers into patients Assist Referring HCPs New Users Sales Data Digital Analytics Spring 2014
- 12. Web‐Revenue Relationship LandingPage/Post from SEO/SEM User Sessions = multi‐page views of a website Visitor views locator search result Customer Contact Page Call/Email/Link to Practice Visit practice website Call/Email from Practice Website $$$ © 2014 eGoldSolutions 12 Spring 2014
- 13. Marketing Program Integration Contact Patients Branded Physician Locator Community Partnerships Surgeon & hospital sites © 2014 eGoldSolutions 13 Spring 2014
- 14. Practice Marketing: Step‐by‐step Key Activities Website Outreach Harness your office © 2014 eGoldSolutions 14 Secret Shop Referral Outreach • Educate your staff • Nominate an expert • Display materials Ask patients to rate you or tell their stories Keyword buys Advertising Direct Mail Public relations • Email response • Web to phone • Visitor traffic • Google Alerts • Case Reports • Thank you notes Patient Outreach Consumer • Phone calls • Emails • Grand Rounds • Local HCP Meetings Intake form Cases/week • Website • Search Engine Optimize • Manage Reputation Check‐ups & Metrics Intake form Cases/week Spring 2014
- 15. Example of IntegratedMarketing © 2014 eGoldSolutions 15 Solo practice w/2 LA locations 1. Practis Inc. live March 2009 www.roboticurologymd.com content & SEO upgrades included: • Animation modules • XML Site map • Google Local submission form 2. PatientBuilder projects • Purchased personalized brochures • Then added 7 month print and billboard advertising schedule 1 2 Spring 2014
- 16. Hospitals Must MarketWith Doctors Spring 2014 © 2014 eGoldSolutions 16
- 17. Hospital social mediachannels Spring 2014 © 2014 eGoldSolutions 17
- 18. Health Care SocialMedia Activity Wikis to research what industry and providers are doing. © 2014 eGoldSolutions 18 Spring 2014
- 19. Social Media Regulations © 2014 eGoldSolutions 19 They are in and active! Visit Spring 2014
- 20. Best Blog Postof 2010 From White Paper Page 10 © 2014 eGoldSolutions 20 Spring 2014
- 21. Leveraging Social Objects © 2014 eGoldSolutions 21 Social Networks—patient communities have sprung up around health conditions and they “Like,” “Comment,” or “Share This” when they stumble upon relevant objects (videos, blog posts, news items) • Facebook Pages and groups • Disease specific forums: PatientsLikeMe, HealingWell, HysterSisters • Communities around bloggers Spring 2014
- 22. Live examples 1 2 3a 3b 3c 3d 4 © 2014 eGoldSolutions 22 Spring 2014
- 23. Best Blog Postof 2011 Spring 2014 © 2014 eGoldSolutions 23
- 24. Understanding Buzz http://youtu.be/EKcL0gAV51c © 2014 eGoldSolutions 24 Best presentation of Dreamforce 2013 CEO of BuzzFeed breaks down • Why things go viral • How you can create content that is Buzz worthy • Best 60 minutes you will spend on YouTube all year! Spring 2014
- 25. Regulatory & Legal Set the tone: “Yes we can” For the quality system write a general work instruction to authorize posts and engagement D2’s flexibility phrases: • All approved released documents (labeling) may be used in whole or part as content for posting and engagement. • Including but not limited to… • Allow rebroadcasting of 3rd party (on label) content… Refer to your existing adverse event and complaint reporting workflow processes © 2014 eGoldSolutions 25 Spring 2014
- 26. The Social TechnographicsLadder Spring 2014 © 2014 eGoldSolutions 26
- 27. Four‐step approach tothe groundswell P People Assess your customers’ social activities O Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change S T Technology Decide which social technologies to use © 2014 eGoldSolutions 2 Spring 2014
- 28. Grab your realestate http://threewisedames.com/2012/06/28/creating-a-digital-entity-step-by-step/ © 2014 eGoldSolutions 28 Visit: http://namechk.com/ to test handles across networks • WordPress • YouTube channel • Facebook page • Twitter handle • Create a master gmail account for logins Spring 2014
- 29. Leverage your assets © 2014 eGoldSolutions 29 Websites corporate and product patient and HCP facing ShareThis + Social objects Facebook Twitter YouTube LinkedIn Slideshare Instagram Pinterest Spring 2014
- 30. WordPress Blog/Website Whatis it? Platform for website with simple content management system How to use it? Build your website pages and blog posts is a section within Where’s the ROI? Search algorithms catalog pages and posts very well for organic search Hot Tip: Build the theme as “responsive design” to auto adjust on any device—mobile or desktop © 2014 eGoldSolutions 30 Spring 2014
- 31. Twitter What isit? Posts of 140 character short links to websites, videos and photos How to use it? Use for news syndication • Post relevant clinical articles • Post all company news • Repost highlighted news coverage Where’s the ROI? • Re‐tweets (RT) from followers + lists following you • Replies, mentions and favorites • #Hashtag campaigns © 2014 eGoldSolutions 31 Spring 2014
- 32. Facebook What isit? Shared social objects heavily visual How to use it? Carefully construct reason to join/like (think about embarrassment factor) Where’s the ROI? Comments and shares of objects to friends of members © 2014 eGoldSolutions 32 Spring 2014
- 33. YouTube What isit? Videos of <10 minutes How to use it? Post all released video content to be “found” and embed in website Where’s the ROI? Long tail: views of videos over time © 2014 eGoldSolutions 33 Spring 2014
- 34. Linkedin What isit? Professional social network How to use it? Join and create groups Where’s the ROI? All participation displayed on update feed; weekly email of activity in your network triggers visits © 2014 eGoldSolutions 34 Spring 2014
- 35. Others to Consider ROI: Easy to fulfill requests for slides/images Use Creative Commons for © © 2014 eGoldSolutions 35 Spring 2014
- 36. Reading List CluetrainManifesto—95Theses download the 8‐page summary: http://www.cluetrain.com/cluetrain.pdf Written in 1999: “People of earth...A powerful global conversation has begun. …markets are getting smarter— and getting smarter faster than most companies.” Groundswell because 1/3 of the examples are health care related Groundswell is defined as “a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations” Bringing the Social Media #Revolution to Health Care is a collection of essays from the Mayo Clinical Center for Social Media (#MCCSM) © 2014 eGoldSolutions 36 Spring 2014
- 37. Hubspot Predictions 20 Marketers embrace smart content Marketing speaks like a human Email lives on Inbound, not automation, becomes priority Marketing technology evolves I’ll take some content curation, please Content crowdsourcing grows Marketing gets gamified A picture is worth 1000 words Context is content’s new best friend Outbound marketing looses traction Campaigns fade out, real‐time marketing is in Inbound marketing grows company‐wide Know thy customer Marketing becomes more accountable for © 2014 eGoldSolutions 37 revenue generation Social media gets integrated Be mobile or fall behind Social and content impact SEO even more Companies look to hire more inbound marketing talent Big data gets bigger and digestible Marketing Trends & Predictions for 2013 & Beyond http://www.hubspot.com/marketing‐resources/ Spring 2014
- 38. D2’s favorite resources SmartBrief subscriptions: • AANP for health topics picked up by general press and policy trends • AdvaMed for device and diagnostic industry news • Social Media for latest trends, webinars • Healthcare Marketers feed rounds up best practices using traditional and new media Gurus for Social Media in Medicine: • http://www.doseofdigital.com/healthcare‐pharma‐social‐media‐ wiki/ Digital media agency Possible Worldwide’s blog • http://social‐media‐university‐global.org/ Lee Aase is Director, Center for Social Media at the Mayo Clinic http://socialmedia.mayoclinic.org/ • http://ebennett.org Ed Bennett‘s blog called Found In Cache Pew Reports: http://www.pewinternet.org/Subscribe.aspx © 2014 eGoldSolutions 38 Spring 2014
- 39. Debbie Donovan MedicalDevice Digital Marketer Providing life science companies with: • On‐line marketing solutions that drive product sales • Compliant, cooperative customer marketing programs • Policies and procedures for social media engagement Contact points: • Cell: 408‐621‐0216 • [email protected] • LinkedIn: http://www.linkedin.com/in/donovandebbie • Blog: http://threewisedames.com/category/debbie © 2014 eGoldSolutions 39 Spring 2014
- 40. Thank You! ©2014 eGoldSolutions