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New Rules
This document discusses new approaches to health care marketing and reputation management. It outlines a behavioral public relations model and explains how engagement is growing through the internet and social media. It also discusses how perceptions have changed, with patients taking a more active role, and the need to influence medical professionals. The document analyzes Baxter's campaign to promote peritoneal dialysis, targeting both doctors and patients, and using various marketing strategies including websites and videos. It emphasizes the importance of building relevance through visual content and being part of a larger "movement".
New Rules
- 1. The New Rules of HealthCare Marketing and Reputation
- 2. Dom Draper isno longer in charge 2
- 3. Jackson Jackson &Wagner, October 2012 3 Simpler Times: Behavioral Public Relations Model www.jjwpr.com A Awareness Rarely Latent Readiness LR Usually TE Triggering Events Preparatory or Intermediate Behavior B R Relationship Building Occasionally B U l t i m a t e D e s i r e d B e h a v i o r s Usually
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- 5. #1: Engagement isgrowing 1
- 6. The Internet asa Diagnostic ToolENGAGEMENT 6
- 7. “There are many blanketsin the world. But there is only one blankie. The best brands are blankies.” (The Frontal Cortex, "Why do we care about luxury brands," Lehrer 8.2.10) ENGAGEMENT
- 8. 2013’s Biggest CommunicationsEffortENGAGEMENT
- 9. Repositioning to reigniteadoption Challenge: Baxter commands dominant share in the peritoneal dialysis category in the US. But less than 8% of all dialysis patients use this therapy – the vast majority go to centers for hemodialysis. Care teams have come to see hemodialysis as the default therapy and have set up their practices around the hemodialysis model
- 10. BUTTHETIDE IS CHANGING Patientsare moving from a passive, “doctor knows best” mindset into an active, decision- making consumer mindset Source: RMG 2009 Healthcare Trend Report; Google analytics 2009; Pew Internet & American Life Project “E-patients with a chronic disability or chronic disease” 10/8/07; Hall & Partners “Informing PD Patient Communications Strategy” 5/09 Chronic disease patients are more reluctant to go online Only 51% of US consumers with chronic diseases go online versus 71% of US consumers without chronic diseases Results based on “Dialysis” as search term
- 11. BARRY RESILIENT BUT FEWRESOURCES “I was never given a choice by my doctor. I relied on my doctor for most of my information.” “I am still the person I used to be inside, but my body is not the same.” “I learned about PD from my social worker. I thought I should try it because I like to play sports.”
- 12. New Systems Adoption Performance Expectancy Effort Expectancy Social Influence Facilitating Conditions More than communicationsneeded to drive adoption Our job was to overcome barriers to adoption and reignite growth of peritoneal dialysis with professionals
- 13. Influencing the influencers Weneeded to balance the professionals’ interest in personal benefits vs. their interest in patient benefits What they want for themselves What they want for their patients •Risk avoidance •Business advantages •Improved profitability •Therapy confidence •Healthcare system control •Product reliability •Strong support •Satisfied patients •Better quality of life •Live longer •Positive clinical results •Feel good Messaging will shift based on audience
- 14. We developed anaggressive, integrated marketing plan to bring the positioning to life. Marketing efforts included not only communications, but also brand actions designed to overcome key barriers The above collateral piece explains the impact that recent CMS changes will have on nephrology practices and how increasing the percentage of patients on peritoneal dialysis can improve the health of practices This sales presentation awakens doctors to the changing environment and shows how Baxter can help
- 15. Campaign launched late2009/2010. Branded direct to physician, direct to patient world class website communities homebybaxter.com livenow.info
- 16. To engage patientsdirectly and help them understand the PD option, RMG worked intensively with Baxter to develop a branded consumer movement called Live Now. The name connotes optimism and energy, and the warm, upbeat color palette and active design elements reinforce the message. The brand soft-launched in October 2010 and complements the physician-targeted effort, Home by Baxter.
- 17. Brand strategy, name,visual identity, website and supporting communications were created
- 18. Relevance in Delivery 1.Marketing through visuals 2. Mobile Expansion 3. Video Expansion • Over 4 billion online videos are watched every day • Sixty-eight percent of video watchers share video links • After 72 hours, a typical person can retain: o about 10% of text that they’ve read o 65% of an image they’ve seen o 95% of a video they watched 4. Multi-Screen World 5. Retargeting will Expand 18
- 20. 20 #2:We’re all inthis together!
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- 27. We’re in the“Movement” BusinessUNIQUE PERCEPTIONS 27
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- 32. Thank you! Joel Swanson,APR, MACT Twitter: @joel22882 LinkedIn: joelswanson2 www.risdallpr.com www.risdallmedicalgroup.com www.e911.com 651-286-6774