Physician Insights from UBM Medica

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Insights from the Great American Physician Survey
Physicians Practice Overview
UBM Medica Digital Marketing to Physicians Overview

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Physician Insights from UBM Medica

  1. 1. DELIVERING unbiased clinical, practical, and business information for physicians, providers, payers, and patients around the world SERVING communities through electronic databases, web sites, journals, magazines, mobile applications, live con- ferences and meet-IMPROVING THE ings, and moreEFFECTIVENESSOF HEALTHCARE THROUGHINFORMATIONAND EDUCATION PROVIDING comprehensive, integrated communication solutions for the pharmaceutical, medical device, technology, hospital and related industries.
  2. 2. the PATH the state of PHYSICIAN interestsOUTPATIENT PRACTICE research on MEDIA AND EMAIL research on MOBILE, SOCIAL NETWORKS
  3. 3. REIMBURSEM NT EN TIE A T TP LOOU W
  4. 4. TO GETAND HARD 26 Medicare B-MD 36 BCBS-MD
  5. 5. costsareHIGH OPERATING COSTS AS A PERCENTAGE OF MEDICAL REVENUE (MEDIAN) All Practices 62.64% Multispeciality, Not Hospital Owned 55.47% Multispeciality, Hospital Owned 72.98% Primary Care, Not Hospital Owned 59.43% Source: Medical Group Management Association, “2011 Cost Survey, Based on 2010 Data.”
  6. 6. costs are not for PATIENT CARE$247,500 IN A PRACTICE WITH 10 PHYSICIANS, per year is spent on unnecessarily complex or redundant administrative tasks: • $19,444 per year on phone calls with pharmacies; • $38,761 per year verifying patient coverage, copayments, and deductibles; • $9,248 per year resubmitting denied claims — 73% of which were eventually paid; • $7,618 per year submitting credentialing applications; and • $33,800 per year negotiating insurance contracts with an average of 20.5 different health plans to renew 14 of those each year. Source: “Administrative Complexity in Medical Practices” Research, September 2004. MGMA Center for Research. Funded by AHRQ.
  7. 7. What was your full-time incomelast year, including any cash orcash-equivalent bonuses, but notincluding insurance and othernon-cash benefits?n $100,000 or less (15.3%)n $100,001 – $125,000 (8.4%)n $125,001 – $150,000 (11.7%)n $150,001 – $175,000 (12.6%)n $175,001 – $200,000 (15.8%)n $200,001 – $300,000 (22.1%)n More than $300,000 (14.1%)
  8. 8. career satisfactionIn the next 5years, I plan to:n Continue practicing as I do now (56.1%)n Close my practice (6.1%)n Merge with other private practices (4.9%)n Go into solo practice (4.1%)n Join an accountable care organization (ACO) (3.6%)n Sell my practice to a hospital system (3.1%)n Leave my practice to become hospital employed (2.9%)n Other (19.2%)
  9. 9. 40% 35%Respondents to 30%THE GREAT 25% 20%AMERICAN 15%PHYSICIAN 10% SURVEY, 5% 2009-2011 0% Hospital Employee Employee of Partner/Co-Owner of Private Practice Private Practice PHYSICIANS PRACTICE UBM MEDICA 1-5 51.45% 50.05% 6-10 14.96% 15.03% GROUP SIZE 11-30 14.38% 14.27% UBM Medica 31-50 5.09% 5.58% Registrants 51-100 101-300 4.83% 5.02% 4.27% 3.93% 300+ 5.02% 6.12%
  10. 10. 11 20 RI ES S T OPHYSICIANS PRACTICE • MEDICARE’S NEW ANNUAL WELLNESS VISIT: Don’t be bamboozled into thinking this is a preventive medicine service — it’s not • THE BEST STATES TO PRACTICE: America’s Physician- Friendliest States• SKIN DISORDERS: 5 Shots, 5 Tips • PATIENT DISMISSAL LETTER: Use this letter if a patient consistently refuses to pay for services rendered,• ZEBRAS: Clinical Surprises and you are forced to dismiss the patient from• What caused this highly pruritic rash your practice. that resists OTC remedies? • 2011 STAFF SALARY SURVEY: Piecing together• Does this hand lesion signal your staffing puzzle underlying disease? • 2011 MEDICARE PHYSICIAN FEE SCHEDULE:• Can you identify this axillary rash? See what Medicare owes you in 2011 11
  11. 11. 81%Total MDs owning smartphones: Physicians who own tablets or plan to own in next 12 months: (median age, 51) 80% smartPhones 60% 63.8% 50% Physicians who own or plan to own in 40% next 12 months: 30% iPhone: 44% 20% 23.2% 10% Source: Android: 27% UBM 0% Medica proprietary iPad Android OS survey, Feb. 2011. BlackBerry: 29% Source: UBM Medica proprietary survey, Feb. 2011. 1,785 respondents 1,893 87% respondents of physicians will be using tablets in the next 12 months
  12. 12. Only 26% of physician access sites solely from a desktop. Everyone else is mobile. 48% Mostly from computer, but How sometimes from mobile devicephysicians access 26% websites: Only from a computer 15% About 11% the same for each Source: UBM Medica Mostly from proprietary survey, Feb. 2011. mobile device 1,896 respondents
  13. 13. Physicians seek mobile apps that give them fast access to answers. They want point ofcare diagnostics and treatment protocols.
  14. 14. United Business MediaPhotoClinic Mobile case study 14,337 DOWNLOADS October 25, 2010 – November 15, 2011 MEDIAN: 1.7 uses per day
  15. 15. H T M L 5 ANDMOBILE DEVICESn HTML5 is an emerging standard that is supported across recent mobile operating systems and devicesn HTML5-based web pages provide: • User-friendly access • Interactivity • Optimized experiences • Cross-platform engagementn Need distribution via traditional app stores? “Wrap” your HTML5 development in a open-source product like PhoneGap: • Allows you to create virtual apps • Leverages a “build-one, distribute multiple points” strategy • Allows the developer to control single instance of code, simplifying maintenance and future improvements
  16. 16. Social Media Yes, for personalNo,I do not use purposessocial media 29% WHO’S SOCIAL?28% 72% of our US respondents use social media for personal or professional purposes (median age: 51) Yes, for personal and Yes, for professional purposes professional 37% purposes 6%
  17. 17. 40% S0CIAL MEDIA, BY SPECIALTY 35% n PC 30% n Oncology n Pediatrics 25% 20% 15% Do You Engage 10%in Social 5% Media? 0% Yes, for Yes, for Yes, for No, I do not personal personal personal and use social purposes purposes professional media purposes
  18. 18. When looking at theusage of social mediainclusive of professionalcommunity site, Facebookremains a powerhouseamong physicians (86%)followed by MedscapePhysician Connect (52%)and Sermo (44%).
  19. 19. S0CIAL MEDIA RULES l Socian Security is Number Onen Act Like a Personn What is Success? • Referrals? Facebook is the 13th largest referrer to our Me sites, after search engines • Re-Tweets/Post? • Followers? Likes? dia
  20. 20. Presented b SP d by Steve G Gottshall h ll
  21. 21. Hospital Value Proposition• Build and strengthen your relationship with both  g y p employed and community physicians• Educate physicians on your Centers of Excellence, CME  events, staff physicians, latest advancements • Help to drive new physician referrals; maintain existing• P Prove ROI to hospital leadership ROI t h it l l d hi• Remain on top of hospital best marketing practices• Increase your perception and awareness Increase your perception and awareness
  22. 22. Hospital Partners
  23. 23. Validation of Audience
  24. 24. Who They Are?All licensed and practicing physiciansAll specialties40% pass along rate to office administrators
  25. 25. The Reason to Reach Referring Physicians73% of patients said their doctor was eitherthe sole decision maker about theirhospital choices or was consulted. pEach doctor generates$1.5million of netrevenue each year for their affiliated hospital.
  26. 26. Highlights from our Editorial Survey 3/10 Did you look at this issue?70% said yes compared to 48% in 2008 How familiar are you with Physicians Practice?82% are familiar compared to 72% in 2008 How much time, on average, do you spend reading an issue ofPhysicians Practice?Physicians spent 39.5 minutes reading Ph i iPh i i t 39 5 i t di Physicians Practice compared P ti dto 33.7 minutes in 2008 Has your need for practice management information increased, y p g ,decreased, or stayed the same over the past year?48% said their need for practice management information hasincreased compared to 32% in 2008
  27. 27. Co-branding Physicians Practice Branding on the cover Branding on the cover7 pages of your content 7 pages of your content Alignment to  Ali ttin the center of the  valued contentjournal —heavy stock to make your content stand out.
  28. 28. Co-branding on physicianspractice.com
  29. 29. Co-branding on PEARLS Weekly eNewsletter • Branding in emails to your market area • Recruitment Online Ads in your market area
  30. 30. Return On InvestmentMeasure the results of your investment.Physicians Practice program includessurvey tools that allow y to track ROI y yougenerated as a result of the partnership.
  31. 31. Return On InvestmentLoma Linda University Medical Center – Loma Linda, CACirculation – 6,000According to responding physicians: Total number of patients referred = 43Based on average iB d in-patient charge f LLUMC ti t h for LLUMC:Estimated ROI was $3,479,689Providence Health & Services – Portland, ORCirculation – 11,600According to responding physicians: Total number of patients referred = 220Based on average in-patient charge for Providence:Estimated ROI: $6,243,160St.St Francis Health System – Topeka KS Topeka,Circulation – 700According to responding physicians: Total number of patients referred = 113Based on average in-patient charge for St. Francis:Estimated ROI was $2,881,387University of Virginia Health System – Charlottesville, VACirculation – 22,000According to responding physicians: Total number of patients referred = 145Based on average in-patient charge for UVA: in patientEstimated ROI was $7,435,745
  32. 32. What Physicians are Saying?Feedback from survey respondents:“A helpful publication”“VERY informative tidbits on all sorts of medical practice issues”“Awesome journal. Very educational” j y“I enjoy receiving this”“Very informative –thanks”“I enjoy reading Physicians Practice, especially the business and technology side”“Great diversity of articles”“This is an excellent magazine” This magazine“Thanks”“Excellent -The only 1 read/use the most…due to EHR info”“Overall, great magazine with very relevant/timely articles”“Thank you Swedish!”“I enjoy reading Physicians Practice & the Swedish insert is very informative”“I find this journal VERY helpful to keep me up to date on the business of private practice -thanks!”“Thank you for this valuable service”
  33. 33. Hospital Partnership• Comprehensive, cost effective program to distinguish all of y p , p g g your physician marketing needs — in a market exclusive area.• Your message is wrapped in relevant content that assists physicians with meeting the challenges they face in their business.• This vital information surrounds information about your hospital’s points of excellence.• Gain referring physicians’ mindshare by being an empathetic partner, partner strengthening your relationship and increasing their referrals.• Built-in survey tools allow you to measure the results of your investment. i t t
  34. 34. Ways to Enhance Reach BellybandsOOutsertsCost is based on physician reach reach.
  35. 35. Implementation
  36. 36. Program Components1.  Cover branding on all 10 issues of Physicians Practice with 6 issues containing your 7 pages of clinical content 2.  Introductory letter from your (CEO or CMO) with your first issue 2 Introductory letter from your (CEO or CMO) with your first issue3.  Readership survey conducted at the end of the first year (ROI will be calculated) 4.  Annual Report compiled from survey results to share with your leadership 5.  100 extra copies of Physicians Practice each issue; great for your physician relations and other marketing efforts6.  25 people to add to the VIP mailing list 7.  Co‐branding on www.PhysiciansPractice.com with five links/buttons ‐ Quarterly reports on activity 8.  Co‐branding of our weekly e‐mail newsletter, "Physicians Practice Pearls" 9.  www.SearchMedica.com button placed on your physician portal 9 www SearchMedica com button placed on your physician portal10. Practice management video placed on your portal or physician area of your site:  http://wesleymc.com/for-physicians/practice-strategies.dot11. Two representatives to attend our Annual Impact on Marketing (AIM)  conference.  All expenses covered, including travel and lodging ‐ Great  networking k12.  Bi‐monthly client e‐newsletter with updates on the program and the healthcare industry 13.  Re‐purchase the mailing list each issue (10x per year) to assure validation of the right audience  g14.  Annual cost includes postage and mailing
  37. 37. Questions and Answers Thank you! Steve Gottshall Group Director Hospital Business Development Director, Steven.Gottshall@UBM.com 847.242.9552 (office) or 443.690.5211 ( ) ( ) (cell)
  38. 38. [COMMUNICATION PLATFORMS for Hospitals and Health Systems ]
  39. 39. to Engage With YN OBG latform W: nt P NE e me OGY PR U NOL g M IM ga A Medica En CT IC E MA MA NAG NA GE ED CAR E KEY SPECIALTIES ME NT PSYCHIATRY/CNS PRI MA RY C A R E HE MA T O LO Y GY/ONC O L O G GY LO AT O RA UM ICS E DI RH OL R GY AT O DI PE
  40. 40. through UBM Medica Sites Reach and engage HCPs Build and sustain awareness Measure impact of engagement Increase accountability & quality of care ACCESSING HCPs websites cancernetwork.com | consultantlive.com pediatricsconsultantlive.com | diagnosticimaging.com musculoskeletalnetwork.com | OBGYN.net | physicianspractice.com psychiatrictimes.com | searchmedica.com
  41. 41. marketing trends that drive our approach BRANDING with content | RELATIONSHIP marketing CONVERSATIONAL marketing
  42. 42. [MEGAtrend] BRANDING WITH CONTENT MARKETING AS A SERVICE BROUGHT TO YOU BY THAT ENGAGES MAIMONIDES A COMMUNITY WITH AN ONGOING, CONTENT-CENTRIC APPROACHCORE PROGRAM: BRANDING WITH CONTENTHospitals across the nation utilize Physicians Practiceto deliver a trusted resource that physicians value – andincluding hospital content within the journal and websiteleverages the engagement, cultivating sustainablerelationships with area physicians
  43. 43. BRANDING WITH CONTENTUBM MedicaCONTENT SERVICES• Enhance your own website with content from UBM Medica content brands• Choose from practice management and clinical content, include specialty thera- peutic areas such as Oncology, Psychiatry and Women’s Health• Embed Physicians Practice’s Practice Man- agement Tips Video segments for a high engagement experience• SEO-friendly: meta data augmented with localized references to help discoverability• Social media-ready: Content delivery includes suggested Tweets for your own Twitter account
  44. 44. BRANDING WITH CONTENT briefing CENTERS 1. Up to 20 supporting assets 2. Chat tools promote instant feedback and conversations 3. Social media integration extends reach• Engaging, easy to implement envi- • Multiple sections host content and • Hosted on a UBM Medica site with ronment provides an interactive op- engagement tools periodic emails and banner units portunity to focus on key messaging • Ideal for physician liaison updates deployed to market area physicians and KOL presentations • Vcards exchange, registration and reporting drive list development
  45. 45. BRANDING WITH CONTENTdigitalMagazines• Up to six feature-length articles from UBM Medica content brands• Any number of articles, multimedia assets, etc. from your own content archive• Presented in a download- able app format optimized for tablet display• “Now Available” audience reminder sent to market area physicians via email and onsite banners across the UBM Medica Network at scheduled content updates
  46. 46. [ ]MEGAtrend:relationshipmarketing Personalized Interaction
  47. 47. RELATIONSHIP MARKETING email SERIES • Custom newsletter series leveraging your supplied content links • Shallow design encourages links back to your site (or hosted page on UBM Medica site, optionally) • Content segmentation available: i.e., target referrers, splitters, and non-referrers with different content features or call to action • Opt-in prominently featured to cultivate list development P # of emails opened P# of clicks on email, by link P Opt-in Registration Data and/or Click to Contact (provided weekly with Medica hosted registration form)Cultivate an ongoing communication channel thathighlights CME offerings, new faculty appointments,new service offerings, and referral information
  48. 48. [ ]MEGAtrend:community/conversational Like-minded exchanges independent of the major “social layer”
  49. 49. COMMUNITY/CONVERSATIONALDIGITAL SELF-EXPRESSION& CONNECTIONPLATFORMSTHE EXISTING SOCIAL WEB PROFESSIONAL NETWORKS STRUCTURED COMMUNITYSuch as: Such as: FEATURES: Facebook ning-based sites such as • Community Voices/Editors NeuroNet and radRounds Twitter • KOL video LinkedIn YouTube • Reference Usually, fully dependent • Classroom and Games Highly trafficked on user-generated content • Tools Good APIs and participation — old threads and short threads Scheduled, continual Real-time (FB/Twitter) compromise vitality content updates Restrictive, templated Expert moderators ensure interface content quality and topic Community content relevancy features often disabled Embraces user-generated to meet regulatory content in a controlled, responsible method
  50. 50. COMMUNITY/CONVERSATIONAL Interactive Bylined Case Expert Reviews BlogsEdu-Game(s) Patient Resources Accredited University UBM MEDICA STRUCTURED COMMUNITY EXPERT MODERATORS
  51. 51. Leverage the unique benefits of social media with a PROFESSIONAL PEER EXCHANGE for community physicians• Improves quality of care through sharing of best practices for optimizing patient outcomes• Provides opportunity for employed physicians and non- employed physicians to interact• Demonstrates leadership within the community, yet minimizes risk and manages cost• Measure engagement — immediately and over time — with metrics and qualitative research.“Physicians frequently use their colleagues as a source of information in the diagnosis and treatment of patients.”–Wolters Kluwer Health 2011 Point-of-Care Survey
  52. 52. SUPPLEMENTS JOURNALS Providing multiple touchpoints to increase collaboration, optimize SPECIAL ISSUES PRINT care and drive referrals D IG SPECIALTY PROFILE TARGETING IT A E-MAIL PROGRAMS Physician ACCESS L IMMERSIVE ENVIRONMENTS VIRTUAL EVENTS C S U PUBLICATIONS T O LIVE EVENTS MDIGITAL CONTENT ENVIRONMENTS

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