Reduce reuserecycle


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Making every healthcare dollar count in marketing.

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  • Pt1: Must rethink traditional sales and mktg practices
  • Marketers must navigate and make sense of a tremendous amount of data to find the right mix of messages, across the right channels, in order to maximize the return on marketing investment
  • Healthcare marketers should leverage social media channels to get PR coverage. For example, Aurora Health Care tweeted a knee operation, it received significant media attention, both from mainstream media and industry publications including Good Morning America , the local Milwaukee public radio network and Hospital Management Magazine .
  • Most companies focused on content and digital assets that are currently in place. You can do a lot more.
  • J&JBTW blog focused on stories of employees, wellness info, corp content by Supplemented with YouTube and Facebook pages Communications staffer tweets on behalf of the brand in a more personal voice
  • Reduce reuserecycle

    1. 1. Reduce, Reuse, Recycle:Making Every Dollar Count in Healthcare Marketing Holley P. Malia President, Grey Matter Marketing 2011 DxMA Conference 1
    2. 2. New Market Landscape• Shifting market dynamics, economic pressures, and regulatory demands• Marketing to a more discerning and sophisticated constituent who is already well-informed through personal data resources• Moving from retail/detail approach to customer-centric partner strategy – Must consider personalization, timing, medium, and cross-channel activities 2
    3. 3. Marketing Conundrum• “Do more with less”• Cost-cutting efforts can improve organization’s short-term economics, but can’t derail marketing efforts• Must find the right mix of messages, across the right channels, in order to maximize the return on marketing investment It really is about working—and spending—smarter. 3
    4. 4. The Good News• Leverage cost-effective online opportunities• Maximize mileage of existing content• Increase conversions through lead nurturing• Steer clear of common wasted expenses• Share your ideas and successes! 4
    5. 5. Driving Demand • AvoidAwareness • Assess Acceptance Action • Acknowledge• Across all healthcare industry segments• B2C and/or B2C• Must motivate and engage target audience 5
    6. 6. What’s Online?• Websites and Blogs• SEO• Social Media• Online display advertising• Paid search 6
    7. 7. Who’s Online?• Patients, Physicians, Media• 67% of patients search online for health information – 34% use social media – 46% use health portals – 67% use search engines – 21% use Wikipedia• 36% want to see what other consumers have to say about medication/treatments• People comment, share, influence – They want to tell their story — let them Source: Consumer Reports National Research Center, How America Searches: Health and Wellness. 7
    8. 8. Who’s Online?• Patients, Physicians, Media• 89% of US physicians rely on the Internet as an essential part of their professional practice – Approximately 72% of physicians now use smartphones – 41% of physicians research takes place online• Sermo = Facebook for doctors – Over 115,000 practicing MDs participating – 68 specialties Source: Manhattan Research, 2010 8
    9. 9. Who’s Online?• Patients, Physicians, Media• 70% of journalists now use social networks to assist reporting, compared to 41% the year before• Use social media channels (blogs, forums and microblogs) to share success stories from out-of- the-ordinary operations or treatments, medical research or other significant achievements• Digital PR is a new avenue that should be included in your media relations strategy Source: Middleberg Communications survey, reported by PRWeek 2010 9
    10. 10. You Have a Website. Now What?• Optimize what you’ve already built to get the most out of the investment• Realize it isn’t static: make it a routine habit to refine, refresh• Take a holistic, proactive approach to content strategy: strength comes from integration 10
    11. 11. Digital Asset Optimization Content Strategy Keywords Personas SERPs Assets Editorial MappingOperationalize Off Page DAO Promote Measure What can be searched can be optimizedSource: TopRank Online Marketing 11
    12. 12. Keyword Research• KW research usually handled via Google’s tool, Wordtracker, Keyword Discovery, etc.• Social media monitoring can reveal a more important KW to include• Understand the mix of data sources• What key language and topics are being discussed on the social web? 12
    13. 13. Define Customer Personas• Who are your best customers or ideal target audience?• What do they want to read about and in what format?• What is the buying cycle they go through and what do they need at various stages? – Broad phrases typically represent early stages – More specific topics often indicate a buyer closer to purchase 13
    14. 14. Asset Optimization• Inventory existing content and digital assets• Repurpose what you have – Host webinars – Create downloadable white papers – Send newsletters – Video testimonials – Article reprints• Video deconstructed – Multiple short form videos – Single images – Transcribed into text – Split out audio for a podcast 14
    15. 15. Editorial Plan for New Content• Understanding search and social media KWs, personas and assets allows you to ID what you need to create• Think like a publisher not a marketer – Don’t just issue a press release – Create a resource page for media with links, images, PowerPoint, video, executive interviews, audio snippets, etc. – Integrate “share to social” tools = free leads• Helps SEO b/c creating multiple entry points via search and link to destination content on corp site 15
    16. 16. Optimizing SEO• Dial in your title,description and keyword meta tags – Don’t lead with your business name unless it’s keyword rich• Identify keywords for each significant page – Use 3-5 per page; don’t generic batch• Content is king – Great for crawlers, makes you an expert and a resource• What are people searching for and how are they navigating? – Don’t forget the search and social KWs and potential KWs around editorial plan• SEO is not a one-time event 16
    17. 17. Off Page Digital Assets• Sharing content and assets should be easy and encouraged— and doesn’t cost you anything• Host assets on social media sharing sites (YouTube, Flickr, Slideshare, etc.)• Can introduce optimized content to new audiences and attract traffic and links (Stumbleupon, Delicious, Google Buzz, etc.)• Consider creating a blog as another source of quality content – Free/low cost high-end templates available – Doesn’t have to have corporate brand• Create a Wikipedia page – how-to-create-y.php 17
    18. 18. Social Media in a RegulatedEnvironment: Can it Work? 18
    19. 19. 2010 FDA Warnings In 2010, the Division of Drug Marketing and Communications (DDMAC) issued 52 warning and notice of violation letters to companies Only 1 was issued re: social media 19
    20. 20. Promote and Syndicate• If you build it, they may not come. Must promote it!• Develop social networks where your customers and influencers spend time• Cultivate a distribution group and notify them when news is available (Email newsletters, RSS, TwitterFeed, etc.) Add value not self-promotion! 20
    21. 21. What Else?There is more to marketing than the web 21
    22. 22. Email Marketing• Extremely cost effective• Highly trackable• Consistent presence with customers and targets – Plan 3-6 months out with topics/headlines• Needs to be actionable and high value content – Powerful subject link (question, promotion, etc)• Lead nurturing through automation 22
    23. 23. Demand Generation 1. Lead 2. Lead 3. Lead 4. Lead 5. SalesGeneration Qualification Nurturing Management Engagement Need Recognition Solution Intro Brand Evaluation Web Print TV Continuous process until ready to buy Email Ready to Buy Lead Scoring Marketing Automation Tools Hand off to sales 23
    24. 24. Mining Your Customers• Who’s most profitable to you and why?• Where can you find “like” customers• Create case studies to showcase benefit of your partnership/solution• Ask them, “What can we do better?” 24
    25. 25. Rethinking Collateral• How are you communicating with your customers? – What’s needed, when, how?• Shift from printed to electronic – If printing, go digital vs off-set• Manage inventory – How much do you really need?• Advertorials – More powerful than ads and easy to repurpose 25
    26. 26. Spend Wisely• Hire freelancers and consultants whose credentials — and fees — fit the job• Creatives: If it ain’t broke, don’t fix it – Don’t change b/c you’re sick of it if it’s still generating desired results• Advertising rates are negotiable – Reduced rates for last minute vacancies, series – Develop good relationship with sales rep 26
    27. 27. Small Budget. Big Marketing Impact. • Increase public reach of messages • Increase web traffic • Increase brand awareness • Increase customer action (revenue) • Increase customer loyalty and competitive barriers Make your message resonate! 27
    28. 28. 2 (or More) Heads are Better than 1 How have you overcome budget constraints to deliver top-notch marketing results? Thank you and good luck! 28