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Marketing the best_kept_secret 4-7-14
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Marketing the best_kept_secret 4-7-14

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Marketing hospice and palliative care requires an in-depth understanding of the field and marketing techniques to best position your organization for long-term success.

Marketing hospice and palliative care requires an in-depth understanding of the field and marketing techniques to best position your organization for long-term success.

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  • Anything that isn’t listed here or in description that you’d like to have answered?
  • Oh and with a limited budgetSimple, right?
  • Plan - How Messaging – WhatThen test and refineMake it so – hopefully with everyone in the organization helping to convey the same messagesWe’ll walk through each of these and I’ll share some tools you can use to make it happen
  • What are all the ways your organization communicates? – ------Print collateralSales/outreachWebsiteSocial mediaCommunity educationConversations with individualsThe services you provideYour mission and actions as an organizationAdvertisingNewslettersLogoStaff out in the field and communityVolunteersThe activities you participate in/support – st patty’s day/MLK/GLBT paradesBlogDirect mailEven the most sophisticated company has trouble ensuring that all of these communication vehicles/channels are conveying the same or complimentary messaging
  • Start with defining a few things:Marketing/Communications Plan is your blueprint for how you communicate and market your organizationTied directly to the mission and goal – directed and supportingIt the “go-to” document that everyone responsible for developing and implementing marketing /communication strategies and messaging can refer to Brand, brand, brandSpecific and has timelines/goals
  • In your organization, is physician and referral source sales/outreach conducted by the same team/department responsible for PR and marketing? What about community education?All the same team or separated?Integrated Marketing Communications enforces the importance of integrating all communications and marketing to ensure continuity and a unified message.
  • Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers” American Marketing Assoc MarketingContent marketing is a way to communicate your brand value by providing valuable information or content to current and potential customers for the purpose of building trust, branding, awareness, and positive sentiment.What’s missing here?
  • Great – right?Yes, but it isn’t enough and it is all about us telling people why we are THE BEST.We need to evolve from this to ….
  • Using this A.B.C.D. marketing approach you create a deeper understanding of the value of your organization.We’ll talk about each of these and flesh them out a bit and there are templates you can use – won’t spend a lot of time because this could be an entire workshop and I’m sure many of you already use these processes.
  • Audience – understand your target segment. Creatingportraits of your core “customers” will help optimize your media targeting strategy.Buyer persona is something you create for all marketing and communications – see worksheet (next page)
  • Link to all the worksheets is in the handout – page 51For each “customer” or target audience – what do you know about them – think in terms of the typical ______DemographicsWhat keeps them up at nightWho influences their decisions re hospiceWho do they trust to provide infoWhy would they visit your website or callWhat are their frustrations regarding their status quoAdd other questions that help you know more about their needs. Test these assumptions
  • Brand – your product or service must have a unique selling proposition to provide a competitive advantage. It must deliver superior value for the audience and be clearly differentiated on features, service or price.
  • Competitive AnalysisWhat unique services are offered?What is the brand reputation?What are the similarities between you and the competitor?What are the differences between you and the competitor?What is the best aspects of the website?What key words and descriptions are they using on their website?What marketing tactics are used?What social marketing tactics are used?Is there a frequently updated blog?What else do you know?
  • Content – with most competitors using the same linear marketing strategies targeting the same consumer segments, content is a competitive differentiation tactic. When you supply value-added content you provide consumers a reason to engage with your brand and connect your products or services – over time. They see you as a trusted resource, not just someone who wants their business.Be patient, it takes time to see results.Types of content that typically form a content marketing strategy include:Blog postsGuest blog postsE-booksEmail newslettersPowerPoint presentationsPodcastsStandard videosMicro-videos (ie, Vine)Social media postsLive presentationsWebinarsWhite papers
  • Each topic must have a purpose, whether it be educational, showcasing expertise, or supporting evidence that builds additional credibility Use content to broaden the audiences’ understanding of your organization – the value you bring to them and your community:Raise awareness of issue(s)Identify a need for something you offerLearn moreFind a solution
  • Delivery - You then need to connect new digital media channels with traditional channels to create a push-pull system. Consumers must become engaged with the media employed or your content delivery will be unsuccessful. To achieve this, ensure the content is linked to your brand positioning to make the emotional connection with your servicesPull is motivating someone to seek out your servicesPush - sending your messaging directly to your targets
  • These are different than communication/marketing channels we discussed earlier.These don’t include advertising, direct mail or sales – this is all about content – not advertising or selling your servicesTwitter, Google+, LinkedIn, Facebook, Pinterest, workshops
  • Wrap up – Not selling, not a list of your valuable services, unabashed content that demonstrates your value over time. Long-term relationships and re-engagement is the goal
  • That last section was all about the HOW of your plan and the elements of your comprehensive plan now let’s talk about what you communicate
  • Let’s look at the research from CAPCOf those surveyed only 22% were knowledgeable (somewhat – very)70% didn’t know a thing about PC.
  • Once they are informed about Palliative Care consumers are likely to use it.
  • And their concerns are ones that disappear with hospice – because that’s what we offer
  • Based on original and follow up Gallup surveys and other smaller studies.Again – our sweet spot
  • So all of this data and information can inform our Buyer’s Persona and help shape our messagingNote – none of the data suggests that they care about your tax status…
  • Based on personaThis is something that advertising firms have down to a science. Your challenge is to do this in a way that communicates your brand, reinforces your mission, helps you achieve your goals and communicates the value of your organization. Process and it is refined as you learn more about what’s working/not, the customers, as your goals change, as you have opportunities that you can leverage to communicate to your audience(s), etc.
  • Key to all this is the constant refinement of the buyer’s persona and testing then evolving your messaging. Identify a need and then fill that need (or communicate how you fill that need) IF you can meet that need, if you can’t then simply file that info away OR help them find someone who can meet that need. Great way to decide who to partner with – to meet the needs of your customers.
  • Start broad with “hospice” – then think more specifically about your organization. Educating people about hospice, acp, etc is great, but it isn’t enough in the competitive market.
  • Look at consumers/docs and then some Don’ts and Dos
  • For consumers:How does your messaging respond to these concerns?Are you clearly conveying YOUR ability to meet their needs?Do you share content that helps to alleviate these concerns?Anyone have some consumer focused language they’d like to share?
  • For physicians: What other needs have you heard?
  • What do you think? Where did I miss the boat?Do you have an example where you do this well?
  • Use case studies or short examples. Relate to certain kinds of people/patients. If you have a pulmonologist or other experts – don’t list them but talk about how that helps these patients.Sell what you are truly best at.What do you think? Where did I miss the boat?Do you have an example where you do this well?
  • Small group if time
  • Evaluation here is different than testing and refining messagingIt is Evaluating the effectiveness of your marketing/communications efforts
  • Forbes- Not just return on investment. Today, ROI also stands for return on impression comprised of 2 primary values — a hard metric (eyeballs) and a soft metric (perception). Together, those two values are far more powerful for measuring marketing performance than the single dollar value provided by return on investment metrics. Impressions – Eyes plus perceptionsIt also encompasses return on engagement, objectives, and opportunity. Engagement - positive online buzz and analyze how people are engaging with you, your content, and your brandObjectives - Sometimes, marketing efforts simply help a business move in the right direction to meet its long-term objectives. FOpportunity - opportunity that a specific marketing initiative presents versus the time and monetary commitment that effort requireshttp://www.forbes.com/sites/work-in-progress/2012/05/14/understanding-the-new-roi-of-marketing/
  • Marketing/communications is complex and often your efforts reinforce each other leading to longer term impact so a direct correlation is hard. You can spend $10,000 on advertising and not see any bump in census or LOS within the next few weeks or months – yet, the value of reinforcing your brand, increasing your visibility, communicating the value of what your organization does – might yield significant long-term benefits. – new donors, new volunteers, a physician who has a better understanding of what you offer – even if she doesn’t referral any patients for months. Plus marketing/communicating the value of your organization is everyone’s job – so tying a marketing or outreach budget to an increase in census isn’t a true reflection.
  • it's important to understand who and what made your content take off in the first place. What topic resonated with your audience? Did the content format allow for easy sharing? What triggers caused your audience to share? Shares give your content a higher probability of gaining visibility Engagement online is number of unique (new)web visitors, page views, length of time on the site, return visitors - bouncesContent marketing is effective in building awareness and attracting new interest
  • Are you a marketer?CEO?Administrator?Clinical leader?Vendor?Who else?
  • Ask them to write or suggest contentShow and then ask them to share the content
  • I use a version of this with clients
  • Include input from stakeholders? – board, staff, volunteers, referral, donors - Build upon research? – satisfaction surveys, etcAlign with strategic goals?Have measurable targets?Outline everyone’s role? - partners, referrers and marketing ambassadors to advance your message and influence conversations and communitiesDetail the evaluation process?
  • If time – more examples from audience

Marketing the best_kept_secret 4-7-14 Marketing the best_kept_secret 4-7-14 Presentation Transcript

  • Marketing the Best Kept Secret in Healthcare Kathy Brandt, MS the kb group, llc kb@the-kb-group.com http://the-kb-group.com
  • Learning Objectives Review the barriers preventing wider public and professional understanding and utilization of hospice and palliative care Identify marketing, outreach and engagement strategies that providers can utilize to communicate the value of hospice and palliative care and their specific services Develop a communications plan that leverages national, state and local efforts, while communicating the unique strengths of their organization
  • Your Task… Create and deliver the right messages to the right audience at the right time in the right place using the right tools
  • All You Need Is A plan based upon your organization’s goals Clear, consistent and compelling messaging The ability to evaluate the efficacy of the plan and messaging The team to implement
  • The Plan How do you communicate?
  • What is a Marketing Communications Plan? Supports the mission of the organization Driven by the strategic plan Focuses and coordinates all marketing and communications Builds and reinforces your brand Identifies strategies, tactics and goals You create You leverage
  • Integrated Marketing Communications Is everything you to do communicate, promote or “sell” your organization The blending together of all your efforts to present a unified message Includes advertising, PR, outreach and ongoing contacts in your community
  • Communicating Your Brand Value Provider outreach Media Web Paid advertising Partnerships Sales Social networks Consumer outreach Content
  • Traditional Communications Plan Determine goal Identify and profile audience Develop messages Select communication channels Choose activities and materials Establish partnerships Implement the plan Evaluate and make mid-course corrections WK Kellogg Foundation
  • Integrated Marketing DeliveryBrand Audience Content How to develop an integrated marketing communications strategy - http://www.innovationreactor.com/innovation_reactor/2008/05/how-to-develop.html
  • Audience - Who Create a buyer persona What do you know? Demographics Patterns Needs Connections
  • Buyer Persona Create a general persona for each audience type. Insert additional columns to provide more specific detail for types of physicians, care settings, etc. You can ask outreach liaisons to do this for each physician group, hospital department, long-term care facility, etc. Physician Office Staff Discharge Planner Dir of Nursing (LTC) Patient Caregiver Care Manager Demographics What keeps them up at night? Who influences their decision to contact hospice? Who do they trust to provide information? Why would they be most likely to call or visit the website? What are their primary frustrations with the status quo? Adapted from http://www.slideshare.net/nuspark/content-marketing-strategy-templates?v=qf1&b=&from_search=2
  • Brand - Why Unique features/attributes Value to your audience/persona Consistency Differentiated Professional Presence
  • Your Organization Competitor 1 Competitor 2 What unique services are offered? What is the brand reputation? What are the similarities between you and the competitor? What are the differences between you and the competitor? What is the best aspects of the website? What key words and descriptions are they using on their website? What marketing tactics are used? What social marketing tactics are used? Is there a frequently updated blog? What else do you know?
  • Content - What Engages your audience Is thought provoking Differentiates you from competitors Reinforces your brand (without selling) Drives potential customers to your website Is a mix of time-sensitive and enduring content
  • Content For each persona, map the content you have and need based upon what you learned during the cometitive analysis and your organization's strategic goals. Topic Purpose Format(s) Content Goal Have Need Have Need Have Need Raise awareness of issue(s) Identify a need for something you offer Learn more Find a solution Adapted from http://www.slideshare.net/nuspark/content-marketing-strategy-templates?v=qf1&b=&from_search=2
  • Delivery - How PullPush Consumer Understanding Engage the Consumer Sell the Brand • Advertising • Mailings • Newsletters • Outreach visits • Health fairs • Advertising • Social media • PR • Caregiver training • SEO optimization • Curating content
  • Content Delivery Vehicles Blog posts Newsletters PowerPoint presentations Podcasts Standard videos Micro-videos (ie, Vine) Social media posts Live presentations Webinars White papers
  • Content Marketing Enables You to… Supply people with value-added information, tools, resources to create engagement and build long-term relationships
  • The Messaging What Are We Saying?
  • Consumers Don’t Know What Palliative Care Is 5% 3% 14% 70% 8% Very knowledgeable Knowledgeable Somewhat Not at all Don't Know 2011 Public Opinion Research on Palliative Care - CAPC
  • But Once They Understand It, They Want It! How Likely Are You to Use Palliative Care? 25-64 65+ 63% 62% Very likely 29% 28% Somewhat likely 6% 6% Not too likely/Not at all likely 2011 Public Opinion Research on Palliative Care - CAPC
  • And We Can Meet Their Needs Biggest Concerns for Patients with Serious Illness 58 % Doctors might not provide all of the treatment options or choices available 55 % Doctors might not talk and share information with each other 54 % Doctors might not choose the best treatment option for a seriously ill patient’s medical condition 51 % Patients with serious illness and their families leave a doctor’s office or hospital feeling unsure about what they are supposed to do when they get home 51 % Patients with serious illness and their families do not have enough control over their treatment options 50 % Doctors do not spend enough time talking with and listening to patients and their families
  • Consumers Consistently Say They want to be: Kept comfortable (pain free) Cared for at home Surrounded by loved ones They don’t want to be: A burden to their families
  • And Consumers Are still confused about what hospice is, even though they know it is a positive thing It’s a place, for people with cancer… It’s “brink of death” care It is for people when “nothing more can be done”
  • Physicians’ Understanding Is much clearer than it was in the 80s, 90s and 2000s, yet barriers still exist: Inability to accurately predict 6 month prognosis Fears related to shattering hope, patient fragility Reluctance to give up on patients – let go of them
  • Messaging Process 1. Identify/elicit needs/hopes/fears 2. Communicate the unique value you offer in response to those needs 3. Check to see if you’ve correctly matched your service to their need/hope/fear 4. Repeat
  • Continual Needs Assessment Every interaction Every referral source Globally through satisfaction surveys Segment results Your goal is to determine what the person needs/hopes/fears And then communicate unique ability to meet the need, sustain hope, alleviate fear
  • Sell Your Unique Value How can you uniquely meet the needs of your audience? What are the compelling reasons you are most qualified to serve their needs? What value can you add to their experience? How will you help them, in ways your competitors can’t?
  • Messaging Answers the Question Why us.
  • What Value Do You Offer Consumers in Relation to…? Biggest Concerns for Patients with Serious Illness 58 % Doctors might not provide all of the treatment options or choices available 55 % Doctors might not talk and share information with each other 54 % Doctors might not choose the best treatment option for a seriously ill patient’s medical condition 51 % Patients with serious illness and their families leave a doctor’s office or hospital feeling unsure about what they are supposed to do when they get home 51 % Patients with serious illness and their families do not have enough control over their treatment options 50 % Doctors do not spend enough time talking with and listening to patients and their families
  • What Value Do You Offer Physicians in Relation to…? “The specific needs of my patient” “Can you help with the difficult conversations?” “How fast can you help this patient/family?”
  • Don’t Talk About What or How To patients don’t say: We provide 24/7 care We come to your home We have a team of highly trained, interdisciplinary experts We’ve been serving our community for XX years
  • Talk About Why – the Value Traveling to see a doctor or to the hospital for tests and treatments is exhausting. Our team visits you in your home, talking to you and your family about your hopes, fears and challenges. We bring the medicine you need directly to you. You can call us directly 24 hours a day and speak to a nurse.
  • Don’t Talk About What or How To physicians: We provide the highest quality care Our quality scores are XYZ We give your patients the care they deserve We have X number of certified nurses and doctors…
  • Talk About Why – the Value Helping seriously ill patients with COPD and related conditions to live at home is challenging. Our medical director, a board certified pulmonologist, has created palliative care protocols that staff use to prevent ER visits and hospitalizations.
  • Messaging Patients Caregiver Physician How can you uniquely meet the needs of your audience? What are the compelling reasons you are most qualified to serve their needs? What value can you add to their experience? How will you help them, in ways your competitors can't?
  • The Evaluation
  • What About ROI? Return on Investment and Return on Impression ROI also includes return on engagement, objectives, and opportunity Understanding the New ROI of Marketing - Forbes
  • Traditional ROI Revenue generated divided by marketing costs = ROI Can we really make that direct a correlation?
  • New ROI Online and social media - measure your virality and engagement Track the source of all inquiries (even if they aren’t referrals) to measure impact of content marketing Emails Calls Mentions when out in the community
  • Ask Ask staff, volunteers and ambassadors what they are seeing or hearing in the community Track it! Ask how or when they are able to use the content in their work/life Prompt them to tell people about your resources (which means you have to show them what you do)
  • Putting it All Together Implementation
  • Remember Your Task… Create and deliver the right messages to the right audience at the right time in the right place using the right tools
  • Creating a Simple Process Develop a calendar based on organizational goals Leverage opportunities Develop and update content Use push and pull marketing Engage and involve staff, volunteers and ambassadors Evaluate!
  • April May June Monthly Goals Week of (Mon. Start) 7 14 21 28 5 12 19 26 2 9 16 23 30 Key Dates & Events Memorial Day Health fairs Presentations Advertising Special Events Press Releases Emails Mailings Twitter LinkedIn Blog Google+ Other Website Newsletter Volunteer events Consumer outreach Provider outreach Partner outreach
  • Communications Plan Checklist Does your plan… Include input from stakeholders? Build upon research? Align with strategic goals? Have measurable targets? Outline everyone’s role? Detail the evaluation process?
  • Communication Plan Checklist Does your plan… Integrate: Community outreach, engagement and education? PR? Marketing? Social media? Sales? Referral outreach?
  • Messaging Checklist Does your messaging… Meet the needs of your audience? Communicate your value? Capture the imagination? Position your organization? Differentiate from competitors?
  • Tools You Can Use WK Kellogg Foundation Communications Plan Template - http://www.wkkf.org/resource- directory/resource/2006/01/template- for-strategic-communications-plan HubSpot free templates -- https://library.hubspot.com/template
  • Tools You Can Use Great language: Describing hospicehttp://www.geripal.org/2012/07/ho w-do-you-explain-hospice.html The value of palliative – Diane Meier Bringing palliative care into mainstream American medicine, Part 1 Templates and worksheets - http://the- kb-group.com/?attachment_id=476
  • What are your questions? And what are your great ideas?
  • Contact Me with Questions Kathy Brandt, MS the kb group, llc kb@the-kb-group.com http://the-kb-group.com