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"Why no

  1. 1. Why No One Cares About Your Press Release and What to Do About It PR in the Post-Media Age April 28, 2011 Chris Bevolo Interval Paul Griffiths MedTouchTuesday, May 3, 2011
  2. 2. Introductions Today’s Joe Public Doesn’t Care session - the challenge with building healthcare brands - who is Joe Public? - how do you build healthcare brands? Next Generation PR - Moving from B2B to B2C - Online PR as reputation management - Position wellness, not sickness - Real Time Crisis CommunicationsTuesday, May 3, 2011
  3. 3. Chris Bevolo Founding Partner & President Interval, Inc. chris@thinkinterval.com @IntervalChris www.thinkinterval.com Subscribe to hcmktg e-newsletter Download “Arrogant Healthcare Marketing Bastards” podcastTuesday, May 3, 2011
  4. 4. Paul Griffiths Founding Partner & CEO MedTouch www.medtouch.com pgriffiths@medtouch.com @MedTouchTuesday, May 3, 2011
  5. 5. • “Joe Public” is primarily aimed at providers Setting the • typically given to healthcare marketers, stage but premise and key strategies still relevant • context is important: PR through traditional media vs. PR direct to consumersTuesday, May 3, 2011
  6. 6. Group Conference activity Reawakening Audience Participation ProgramTuesday, May 3, 2011
  7. 7. “Look, I’m Dr. Certified, and we just need to send Group “This now have “We is the best out a press release with activity the amazing kept secret - now the headline, “We we XJ500 Dr. a press have RotoDigger need Certified!” - There’s your marketing werelease.” need a press release.” plan. When’s the photo shoot?”Tuesday, May 3, 2011
  8. 8. Hospitals and health systems need to differentiate themselves in the market... Now more • More information than ever... • More competition • More skin in the game But there’s a catch: How do you build a brand in your market when Joe Public doesn’t care about you?Tuesday, May 3, 2011
  9. 9. The refrigerator effect: Joe Public “Healthcare is like Doesn’t buying a refrigerator - Care no one thinks about it until they need it.” Healthcare marketing guru Chris CauseyTuesday, May 3, 2011
  10. 10. Hospitals are like other “low-interest” categories... Joe Public • appliances • law firms/lawyers Doesn’t • funeral homes Care • realtors • insurance companies People only tend to care about them when they need them, which is not very often. And it gets worse...Tuesday, May 3, 2011
  11. 11. Tuesday, May 3, 2011
  12. 12. What about all of the If Joe messaging based on... Public • new/better physicians? Doesn’t • new/better technology? Care... • facility expansion/improvement? • awards/rankings? • quality? If someone doesn’t need a hospital, why would they care about any of these?Tuesday, May 3, 2011
  13. 13. Who is Joe Public?Tuesday, May 3, 2011
  14. 14. Who is Joe Public? 25% 75%Tuesday, May 3, 2011
  15. 15. So, how do you build your Joe Public brand when the majority of Doesn’t those in your audience do not need your service, and Care therefore, don’t care about what you have to say? Four key strategies...Tuesday, May 3, 2011
  16. 16. Offer a unique and compelling Building brand experience... brand • #1 consumer influencer: WOM in healthcare • Best brands are built on experience, not advertising Starbucks Mayo Clinic iPod/iPad Johns Hopkins Facebook MinuteClinic "Advertising is the tax you pay for a bad idea." Robert Stephens, founder, Geek SquadTuesday, May 3, 2011
  17. 17. Be ready when they need you Building brand • compelling/clear web presence • search engine optimization in healthcare • search advertising • mobile web • sophisticated call centers • Customer Relationship Management (CRM) systemsTuesday, May 3, 2011
  18. 18. Inbound marketing Building brand • Rather than push out information on your organization in healthcare (“outbound”), pull consumers in with valued content (“inbound”) • Build bridges with relevant content • What’s in it for me?Tuesday, May 3, 2011
  19. 19. For Joe Public, relevance is Building the difference between... brand in healthcare Outbound vs. inbound Look at us! vs. Look at you! Healing vs. health Joint Replacement vs. Joint Pain Eating disorder treatment vs. Eating disorder educationTuesday, May 3, 2011
  20. 20. health/wellness content Building screenings brand seminars in healthcare classes events educational materials web site tools self-assessments quizzesTuesday, May 3, 2011
  21. 21. Marketing in a low- interest categoryTuesday, May 3, 2011
  22. 22. Stand out in the market Sometimes, the right marketing can Building distinguish/establish brands... brand in healthcareTuesday, May 3, 2011
  23. 23. Building brand in healthcareTuesday, May 3, 2011
  24. 24. The challenges of relying on Building advertising to differentiate brand • Expensive/poor effectiveness in healthcare • Transitory (only as good as long as the ads are up) • Plays to common misperceptions about “marketing” in healthcare • The best advertising is based on true differentiation!Tuesday, May 3, 2011
  25. 25. Build your healthcare brand Building using this hierarchy brand in healthcare 1. Offer a different and compelling experience. 2. Be ready when they need you. 3. Inbound marketing. 4. Stand out in the market.Tuesday, May 3, 2011
  26. 26. A Presentation PR Next Generation for HealthSouthTuesday, May 3, 2011
  27. 27. Four Big Changes • Moving from B2B to B2C • Online PR as reputation management • Position wellness, not sickness • Real Time Crisis CommunicationsTuesday, May 3, 2011
  28. 28. #1: Going from for A Presentation HealthSouth B2B to B2CTuesday, May 3, 2011
  29. 29. Traditional Model, Pre-Internet • Content was authorized; edited by individuals of repute • Conversations were controlled and orderly • One chance to consume it • Calculate PR value by the approximate cost to buy same impressions by inchesTuesday, May 3, 2011
  30. 30. The Present and Future State • Mass edited, mass contributed, mass reviewed • Personalities = brands; anyone can join • On demand content, segmented into channel • People = platforms; tapping into what I care to show my friends matters • We can know reach real timeTuesday, May 3, 2011
  31. 31. Why are Consumers Different? • “In the last five, we’ve gone from dealing with distributors (news outlets) to end consumers directly, who are easier to find, but harder to control.” – Director of PR for a large AMCTuesday, May 3, 2011
  32. 32. Old Spice YouTube Channel: PR?Tuesday, May 3, 2011
  33. 33. B2C Media Relations What’s the trend? • Moving from a script to a conversation. What can you do about it? • Change your thinking and approach about how you approach, track, and measure PR online.Tuesday, May 3, 2011
  34. 34. #2: A Presentation for PR as HealthSouth Reputation ManagementTuesday, May 3, 2011
  35. 35. Fake BP Twitter: PR?Tuesday, May 3, 2011
  36. 36. Doctors = Chimney SweepsTuesday, May 3, 2011
  37. 37. Rank Reputable Content Above Rating EnginesTuesday, May 3, 2011
  38. 38. PR as Reputation Management What’s the trend? • The B2C movement of ratings and collective knowledge means online reviews of healthcare providers, health plans, and pharma. What can you do about it? • Syndicate to flush out the “noise” of the system with the authorized content.Tuesday, May 3, 2011
  39. 39. #3: Positioning for A Presentation HealthSouth WellnessTuesday, May 3, 2011
  40. 40. Breaking News: People are afraid of hospitals!Tuesday, May 3, 2011
  41. 41. E-Patients: Used to being involved • 60% of e-patients engage with social media • 41% have read someone else’s commentary or experience about health or medical issues on an online news group, website, or blog • 24% have consulted rankings or reviews online of hospitals/other medical facilities • 24% have consulted rankings or reviews of docs or other providers • 19% have signed up to receive updates about health or medical issues • 13% have listened to a podcast about health or medical issues Source: http://www.pewinternet.org/Presentations/2009/40-The-rise-of-the-e-patient.aspxTuesday, May 3, 2011
  42. 42. Tuesday, May 3, 2011
  43. 43. Positioning WellnessTuesday, May 3, 2011
  44. 44. Positioning WellnessTuesday, May 3, 2011
  45. 45. Positioning WellnessTuesday, May 3, 2011
  46. 46. Positioning Wellness What’s the trend? • Driving preference before potential patients have a need by addressing health and wellness issues. What can you do about it? • Create specific content about your community’s health needs online. Sponsor health bloggers in your area. Develop a strategically targeted online community separate from your organization’s website.Tuesday, May 3, 2011
  47. 47. A Presentation for #4: Crisis Comm HealthSouth in Real TimeTuesday, May 3, 2011
  48. 48. What happens when people die in SM? Now, people over 65 are adopting Facebook at a faster pace than any other age group, with three times as many as last year, according to the research firm comScore. People over 65, of course, also have the country’s highest mortality rate, so the problem is only going to get worse.Tuesday, May 3, 2011
  49. 49. What happens when people die in SM?Tuesday, May 3, 2011
  50. 50. What happens when people die in SM? • From son Randy: My dad graduated to Glory early this morning, July 30. He died peacefully, without pain or anxiety. More info on CBridge about 1 hour ago via web •  Home from hospital. Tired from transport from hospital, visiting with family and friends. It is so good to be home. about 13 hours ago via web •  Discharge from hospital delayed because of transfusions. Hopefully, can go home Thurs. God and family are very precious right now. Praise God 4:38 PM Jul 28th via web •  Leukemia is back, and the doctors feel treating it will push me over the edge. I may go home Wed to die at home rather than at the hospital. 9:00 PM Jul 27th via web •  I have improved a little today. Kidneys are better, but heart accelerating. Pray for heart rate to go down. God is with me.9:10 PM Jul 26th via web Avery Willis tweets • I am stable in poor condition. Family is all coming in. Pray for a his own death miracle in recovery and/or a glorious homegoing. To God be the glory! 7:18 AM Jul 26th via webTuesday, May 3, 2011
  51. 51. Crisis Comm for Social Media What’s the trend? • The advent of social media in Boomers lives means you’ll be faced with managing online obituaries in real time. What can you do about it? • Create a specific, one-page crisis comm; set policies and procedures for how they will be used; encourage positive feedback and provide online alternatives instead of venting family members/fans.Tuesday, May 3, 2011
  52. 52. Four Big Changes • Moving from B2B to B2C • Online PR as reputation management • Position wellness, not sickness • Real Time Crisis CommunicationsTuesday, May 3, 2011
  53. 53. Contact us: Q&A chris@thinkinterval.com pgriffiths@medtouch.com Follow us: Twitter: @IntervalChris @MedTouch Learn more: www.thinkinterval.com www.medtouch.comTuesday, May 3, 2011