From Interruption to Interaction

   Using New Media and Your
  Website to Win (and Win Over)
          New Patients




 ...
Workshop Leaders

John Olson                  Sandra Mackey
School of Business and      Executive Director of Marketing
No...
Learning Objectives

2.   Develop a working understanding of the major new
     media types that have been developed and a...
Today’s Agenda
• Review of Marketing Communication Models
  – How does new media change them?
• Review of New Media Types
...
A New Media Model of
    Advertising
         John Olson
      Adjunct Professor
   School of Business and
   Nonprofit Ma...
The Consumer’s Journey
                           Attraction

                          Consideration

                   ...
The Consumer’s Journey
 Attraction     Awareness, interest
Consideration

Conversion

  Retention




                    ...
The Consumer’s Journey
 Attraction

Consideration   Gather & process info

Conversion

  Retention




                   ...
The Consumer’s Journey
 Attraction

Consideration

Conversion      Buy the product or service

  Retention




           ...
The Consumer’s Journey
 Attraction

Consideration

Conversion

  Retention     Repeat purchase




                       ...
Interruption
•   Advertising interrupts program or print
    content with unsolicited messages
    – Audience is attracted...
Is Interruption Bad?
•   It’s most annoying to the audience when
    the message is irrelevant or old news
    – Receiver ...
Interruption & Interaction
•   Intrusive Media (TV, radio, outdoor, print)
    – Top-of Mind Awareness Building
      •   ...
Interruption & Interaction
•   Interactive (Online/Digital)
    – Two-way discussion
    – Frequently initiated by consume...
Relevance to Hospital
           Advertising
• Two types of hospital consumers
  – Those who resist receiving hospital
   ...
Relevance to Hospital
           Advertising
• Resisters
  – Interruptive and intrusive media may be useful to get
    the...
Overview of new media types
•   New interruptive media. Media in new
    and unexpected places.
    – Ambient (place-based...
Examples of ambient media




Coffee cups and sleeves,   Baby strollers
    Prescription bags                       18
Examples of ambient media




Physicians’ offices:                Dog jacket advertising
Exam table paper,
tissue boxes, b...
Example of video networks




                            20
Ambient media: advantages
• More precise targeting:
  – Geographic
     • Place-based advertising focused on service area
...
New interruptive media:
           advantages
•   Attention
    – The unexpected nature of the medium may
      help to dr...
Online is 3rd Largest Medium
           Minutes/Adult Spent Yesterday With Media

     300      265
     250
     200
    ...
Internet/Online Advertising
           • Women and men nearly equally
              70%




                              ...
Internet/Online Advertising
     • 67% of persons age 13+ use the web
              84%

              70%                ...
Internet/Online Advertising
           • HH income skews higher
               98%
               84%
               70%
 ...
Internet/Online Advertising
           • Higher educational levels
             98%

             84%

             70%   ...
New Interactive Media: Online
•   Types of Online Advertising
    – Content targeting
      •   Sites with content related...
Content Targeting




                    29
Sponsored Content




                    30
Sponsored Content




                    31
Contextual Targeting
• Like sponsored content, ads and links that
  appear in content related to your
  advertising messag...
Contextual targeting




                       33
Contextual targeting




                       34
Long-form Communications
•    Video on demand distributed over
     websites or cable TV
•    Audio or video podcasting
  ...
Websites
•   Consumers can drill down for more
    information
•   Via email, discussion boards or online
    chat, consum...
Discussion Boards




                                            37
http://www.meriter.com/living/discussion/
Discussion Boards




                    38
Discussion Boards




                    39
Consumer-generated Media
•   Types
    –   Discussion boards: reader submissions remain
        posted on a site for a tim...
Listservs




            41
Blogs




                                    42
http://www.thehealthcareblog.com/
Blogs




        43
List of Medical Wikis




http://davidrothman.net/list-of-medical-wikis/   44
User-generated video




                       45
Wikis




                                               46
http://diabetes.wikia.com/wiki/Diabetes_Wiki
Consumer-generated Media:
          Advantages
•    The marketer can hear what customers
     and prospects are saying and...
Search Engine Marketing
• Internet searches are an established part
  of our routines
  – 213,000,000 searches performed e...
Search Engine Marketing
• Search engine optimization
  – Managing the content of your website for
    higher rankings in n...
Organic and Paid Search




                          50
Organic and Paid Search




                          51
Website Content Influences
 Organic Search Results




                             52
Search Engine Marketing
• Paid search advertising
  – Inexpensive, targeted way to reach
    consumers actively looking fo...
Paid Search




              54
Mobile Telephone Advertising
•   Permission-based campaigns
    – Can give consumers requested reminders
      by text mes...
Roles of Media Types in the
   Consumer’s Journey

                    Mass media, ambient, direct
       Attraction
     ...
Roles of Media Types in the
   Consumer’s Journey


       Attraction
                    Mass, direct mail, web, cons.-
 ...
Roles of Media Types in the
   Consumer’s Journey


       Attraction

    Consideration
                    Cons.-generat...
Roles of Media Types in the
   Consumer’s Journey


       Attraction

    Consideration

      Conversion

              ...
Roles of Media Types in the
   Consumer’s Journey
                    Interruptive   Interactive

       Attraction     Mo...
Planning Your Mix
• What are your goals? Match the tactics to
  your goals:
  – The farther in the journey from attraction...
Planning Your Mix
• How “mass” is your target?
  – The more mass the target, the more efficient
    is mass media
    • Ma...
Discussion
• What media might we use for a
  – Branding campaign?
  – Service line?
  – Health club?
  – Wellness programs...
Case History
• Swedish Covenant Hospital, Chicago




• Independent, nonprofit hospital serving
  Chicago’s north and nort...
Swedish Covenant Hospital
• Academic and community hospital

• Comprehensive range of medical
  programs, including cancer...
Swedish Covenant Hospital
• Chicago's only member of Planetree, an
  organization that develops and
  implements guideline...
“What Makes You Feel Better?”
• Branding campaign that focuses on
  Swedish’s holistic approach to patient care
• Point of...
“What Makes You Feel Better?”
• Campaign used a wide range of media –
  both old and new
• Mass media to attract
• Interac...
“What Makes You Feel Better?”
• Media used to attract:
  – Mass transit trains and buses on the routes
    serving Swedish...
“What Makes You Feel Better?”
• Mass transit ads
  – Interior ads also invited readers to text message with
    their favo...
71
72
73
“What Makes You Feel Better?”
• Campaign Website
  – Offers more information on things that make people
    feel better, a...
75
76
77
78
79
80
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From Interruption to Interaction

  1. 1. From Interruption to Interaction Using New Media and Your Website to Win (and Win Over) New Patients 1
  2. 2. Workshop Leaders John Olson Sandra Mackey School of Business and Executive Director of Marketing Nonprofit Management Emory Healthcare North Park University Atlanta, GA Chicago, IL Elizabeth Scott Dan Greenberger Associate VP of Marketing Chief Innovation Officer And e-Business GPS Creative Services Norton Healthcare Chicago. IL Louisville, KY 2
  3. 3. Learning Objectives 2. Develop a working understanding of the major new media types that have been developed and are gaining acceptance. 4. Understand the fundamental differences between new media and old media. 3. Learn ideas for using the hospital website for two-way communication and engagement with your patients 3
  4. 4. Today’s Agenda • Review of Marketing Communication Models – How does new media change them? • Review of New Media Types • A Case Study in Engagement - Emory Healthcare • A Case Study in Interaction - Norton Healthcare • Workshop in Generating New Media Ideas 4
  5. 5. A New Media Model of Advertising John Olson Adjunct Professor School of Business and Nonprofit Management North Park University, Chicago 5
  6. 6. The Consumer’s Journey Attraction Consideration Conversion Retention Source: MeMetrics, Inc. 6
  7. 7. The Consumer’s Journey Attraction Awareness, interest Consideration Conversion Retention 7
  8. 8. The Consumer’s Journey Attraction Consideration Gather & process info Conversion Retention 8
  9. 9. The Consumer’s Journey Attraction Consideration Conversion Buy the product or service Retention 9
  10. 10. The Consumer’s Journey Attraction Consideration Conversion Retention Repeat purchase 10
  11. 11. Interruption • Advertising interrupts program or print content with unsolicited messages – Audience is attracted by program and editorial content, not advertising • With some exceptions – mostly in print • Messages typically are short and one- way from advertiser to consumer. 11
  12. 12. Is Interruption Bad? • It’s most annoying to the audience when the message is irrelevant or old news – Receiver is not in the target – Receiver has seen the ad/commercial before • Interruptive is frequently necessary to begin the process of attracting patients or to provide reminder messages 12
  13. 13. Interruption & Interaction • Intrusive Media (TV, radio, outdoor, print) – Top-of Mind Awareness Building • Build over time • Bring a brand into the consumer circle of consideration for future needs. – Recency • Schedule messages so they will speak to an immediate need and spark an immediate response. 13
  14. 14. Interruption & Interaction • Interactive (Online/Digital) – Two-way discussion – Frequently initiated by consumers seeking information to help make a major purchase or decision. – Messages can be of any length. – Usually designed to answer an immediate need and to stimulate an immediate response. 14
  15. 15. Relevance to Hospital Advertising • Two types of hospital consumers – Those who resist receiving hospital communications • Healthy people who don’t anticipate problems or needs – Those actively seeking information for specific health concerns • Interest or need is frequently caused by an event – diagnosis or injury 15
  16. 16. Relevance to Hospital Advertising • Resisters – Interruptive and intrusive media may be useful to get their attention – Message content should focus on emotional connections rather than rational arguments • Seekers – Desire in-depth information. – Interactive media allow the consumer to ask questions and drill down for more information – Challenge is to get seekers to come to you 16
  17. 17. Overview of new media types • New interruptive media. Media in new and unexpected places. – Ambient (place-based) media. • Ads on ATMs, gas station pumps, prescription envelopes, baby strollers • Video networks. Aired on monitors in places like doctor’s offices, retail stores, bars/restaurants, taxicabs, elevators, airports, other public places • Digital media (exterior signs, in-store) 17
  18. 18. Examples of ambient media Coffee cups and sleeves, Baby strollers Prescription bags 18
  19. 19. Examples of ambient media Physicians’ offices: Dog jacket advertising Exam table paper, tissue boxes, brochures, sampling 19
  20. 20. Example of video networks 20
  21. 21. Ambient media: advantages • More precise targeting: – Geographic • Place-based advertising focused on service area – Product or service usage • Reaches consumers with a particular need, such a physician’s office for a specialty – Timeliness • Message received when consumer is considering a purchase or decision 21
  22. 22. New interruptive media: advantages • Attention – The unexpected nature of the medium may help to draw attention to the message. • Examples – baby stroller or dog jacket advertising 22
  23. 23. Online is 3rd Largest Medium Minutes/Adult Spent Yesterday With Media 300 265 250 200 150 125 85 100 50 29 16 0 TV Radio News. Online Mags. SOURCE: 2006 Media Comparison Study, Nielsen/TVB 23
  24. 24. Internet/Online Advertising • Women and men nearly equally 70% 67% 65% 60% All Adults Women Men SOURCE: Pew Internet & American Life Project 24
  25. 25. Internet/Online Advertising • 67% of persons age 13+ use the web 84% 70% 67% 56% 42% 28% 14% 0% P13+ 13-17 18-29 30-49 50-64 65+ SOURCE: Pew Internet & American Life Project 25
  26. 26. Internet/Online Advertising • HH income skews higher 98% 84% 70% 67% 56% 42% 28% 14% 0% All <$30K $30- $50- $75K + 50K 75K SOURCE: Pew Internet & American Life Project 26
  27. 27. Internet/Online Advertising • Higher educational levels 98% 84% 70% 67% 56% 42% 28% 14% 0% All < HS HS Some Coll. College + SOURCE: Pew Internet & American Life Project 27
  28. 28. New Interactive Media: Online • Types of Online Advertising – Content targeting • Sites with content related to your advertised service – Behavioral targeting • Sites visited by readers whose web behavior shows an interest in your type of service (they visit sites with content related to your advertised service – Contextual targeting • Links within editorial content related to your advertised service 28
  29. 29. Content Targeting 29
  30. 30. Sponsored Content 30
  31. 31. Sponsored Content 31
  32. 32. Contextual Targeting • Like sponsored content, ads and links that appear in content related to your advertising message • Difference is that proprietary technology finds the content based on keywords – it is not chosen in advance by the advertiser • Content is constantly updated and changing 32
  33. 33. Contextual targeting 33
  34. 34. Contextual targeting 34
  35. 35. Long-form Communications • Video on demand distributed over websites or cable TV • Audio or video podcasting • Provide detailed information on a particular service lines or procedures for consumers desiring it. 35
  36. 36. Websites • Consumers can drill down for more information • Via email, discussion boards or online chat, consumers can ask questions, initiate a discussion • Particularly applicable to healthcare – Desire for info on major procedures – Desire to gather information privately 36
  37. 37. Discussion Boards 37 http://www.meriter.com/living/discussion/
  38. 38. Discussion Boards 38
  39. 39. Discussion Boards 39
  40. 40. Consumer-generated Media • Types – Discussion boards: reader submissions remain posted on a site for a time – Listservs: emails shared among members of a group – Blogs (“web-logs”) • Running commentary content posted by an individual (blogger), readers can typically post responses and ask questions – Video (You-tube) – Wikis 40
  41. 41. Listservs 41
  42. 42. Blogs 42 http://www.thehealthcareblog.com/
  43. 43. Blogs 43
  44. 44. List of Medical Wikis http://davidrothman.net/list-of-medical-wikis/ 44
  45. 45. User-generated video 45
  46. 46. Wikis 46 http://diabetes.wikia.com/wiki/Diabetes_Wiki
  47. 47. Consumer-generated Media: Advantages • The marketer can hear what customers and prospects are saying and join in the conversation – Important to identify the organization – flacks or shills are quickly recognized and discredited – Factual information, especially in response to questions, is generally welcomed 47
  48. 48. Search Engine Marketing • Internet searches are an established part of our routines – 213,000,000 searches performed each day • (March, 2006, Source: Comscore) • Searches can account for 25-50% of a web site’s traffic • Two major ways to increase your website visits 48
  49. 49. Search Engine Marketing • Search engine optimization – Managing the content of your website for higher rankings in natural and paid search results – Variables that affect search rankings include: • Presence of key words in text (not pictures) • Title pages • Incoming links from other relevant sites • Outbound links 49
  50. 50. Organic and Paid Search 50
  51. 51. Organic and Paid Search 51
  52. 52. Website Content Influences Organic Search Results 52
  53. 53. Search Engine Marketing • Paid search advertising – Inexpensive, targeted way to reach consumers actively looking for information on services you offer – Pay-per-click based on search terms, advertiser “bids” an amount. Higher bidders get listed higher in search results 53
  54. 54. Paid Search 54
  55. 55. Mobile Telephone Advertising • Permission-based campaigns – Can give consumers requested reminders by text message. – Could support classes or events. 55
  56. 56. Roles of Media Types in the Consumer’s Journey Mass media, ambient, direct Attraction mail, PR, search & web, online Consideration Conversion Retention 56
  57. 57. Roles of Media Types in the Consumer’s Journey Attraction Mass, direct mail, web, cons.- Consideration generated, brochures, online,, PR, long-form, e-mail Conversion Retention 57
  58. 58. Roles of Media Types in the Consumer’s Journey Attraction Consideration Cons.-generated, brochures, Conversion long-form, recommendations Retention 58
  59. 59. Roles of Media Types in the Consumer’s Journey Attraction Consideration Conversion Mass, website, direct, email, Retention mobile phone 59
  60. 60. Roles of Media Types in the Consumer’s Journey Interruptive Interactive Attraction More Less Consideration Conversion Retention Less More 60
  61. 61. Planning Your Mix • What are your goals? Match the tactics to your goals: – The farther in the journey from attraction to retention, interactive is likely to be more important • At any point in time, you have prospects at different stages of the journey and you’ll need a mix of interruptive and interactive tactics 61
  62. 62. Planning Your Mix • How “mass” is your target? – The more mass the target, the more efficient is mass media • Mass media may not be efficient even for attraction of small segments – specialized services/procedures 62
  63. 63. Discussion • What media might we use for a – Branding campaign? – Service line? – Health club? – Wellness programs? 63
  64. 64. Case History • Swedish Covenant Hospital, Chicago • Independent, nonprofit hospital serving Chicago’s north and northwest sides 64
  65. 65. Swedish Covenant Hospital • Academic and community hospital • Comprehensive range of medical programs, including cancer, cardiac, surgical, women's health and emergency services • Need to position itself in relation to other academic & community hospitals in Chicago area 65
  66. 66. Swedish Covenant Hospital • Chicago's only member of Planetree, an organization that develops and implements guidelines for patient-centered care. • Out of the 5,000 US hospitals, only 125 have committed fully to the Planetree philosophy of treating the whole patient— body, mind and spirit. 66
  67. 67. “What Makes You Feel Better?” • Branding campaign that focuses on Swedish’s holistic approach to patient care • Point of difference vs. other hospitals in area • Appeals to resisters and seekers – Largely emotional appeal – Focuses on everyday health in a unique way 67
  68. 68. “What Makes You Feel Better?” • Campaign used a wide range of media – both old and new • Mass media to attract • Interactive media to engage consumers and move them to consideration 68
  69. 69. “What Makes You Feel Better?” • Media used to attract: – Mass transit trains and buses on the routes serving Swedish’s service area • Painted/wrapped cars • Interior cards – each car had 4-5 different ads, each suggesting a different thing that makes you feel better (pets, exercise, play) • An ad on the ceiling created a mock skylight with a sunny, blue sky 69
  70. 70. “What Makes You Feel Better?” • Mass transit ads – Interior ads also invited readers to text message with their favorite healing thing – A text message reply invited consumer to visit a campaign web site • Newspaper – Insert with “healing” idea stickers attached by elastic band around Chicago Tribune (targeted to service area) • Out-of-home ads – Ads on train platforms and bus shelters along lines serving hospital’s service area 70
  71. 71. 71
  72. 72. 72
  73. 73. 73
  74. 74. “What Makes You Feel Better?” • Campaign Website – Offers more information on things that make people feel better, and ways they use that approach in healing at Swedish Covenant – Viewers can submit a photo of something that makes them feel better, I wanted to get their e-newsletter and where I heard about the campaign – Viewers can opt-in to an e-newsletter and answer survey on where they saw the campaign 74
  75. 75. 75
  76. 76. 76
  77. 77. 77
  78. 78. 78
  79. 79. 79
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