Zero Moment of Truth:
Finding Your Patients and Updating
Your Patient Recruitment Strategy

Presented by:
Annie Garvey
Dir...
Learning Objectives
• Update your patient recruitment and marketing strategy
• Understand who and where your patients are
...
What is Zero Moment of Truth?
Point in time where you grab your
laptop/smartphone and start learning about
a product or se...
What is Zero Moment of Truth?
Why Does Zero Moment of Truth Matter?
• 70% of Americans say they look at product reviews before
making a purchase1
• 79% ...
Why Does Zero Moment of Truth Matter?
• American households now spend as much time online as
they do watching TV but in 20...
What Does This All Mean?
ZMOT is a new model and a new
conversation that we all have to be a part of
Where are these “conversations?”
Understanding the Benefits of the Conversation

1. Positions your site as the subject matter expert
2. Builds audience tru...
Before You Join the Conversation
1. Update your website
a. Clear “entrances” for Patients and Sponsors/CROs
b. Organized c...
ZMOT’s Affect on Patient Recruitment
• M/F, 18-75, with [disease] is not a viable answer
• Need a bit more creativity to t...
ZMOT’s Affect on Patient Recruitment
• Truly paint the picture of your “ideal patient”
• Male/female
• Age
• Lifestyle
• F...
Meet Cheryl – ZMOT Style
•
•
•
•
•
•
•
•
•
•
•

Female
60 years old
Diagnosed with T2D
Loves bird watching
Middle-class
Eu...
Discussion: How Do We Engage Cheryl?
•
•
•
•
•
•
•
•

Promotion of healthy recipes?
Attending a health fair?
Radio adverti...
Polling Question: Social Media
•

How successful have your social media efforts been?
• Awesome – we love social media!
• ...
Social Media Infographic

1.
http://online.wsj.com/article/SB10001424052970204653604577249341403742390.html (data for Janu...
Social Media: Before You Start
1. Define your mission and purpose
• Measure your results by likes, friends, etc.

2. Answe...
Social Media: Best Practices
•

Be relevant

•

Be consistent

•

Use eye-catching images

•

Keep your posts short

•

Be...
Social Media: How to Engage
Social Media: Here’s Who’s Doing it Well
Social Media: Not Going Well
Social Media: What You Can Do Right Now
•

Set up your social media accounts
•

Even if you don’t use them, take the usern...
Social Media: Feeling Overwhelmed?
•

Think of ZMOT and social media like a new friendship
•

It takes time

•

Talk to pe...
Track, Track, Track
•

Know what is and isn’t important
•

•

Comments, likes, # of followers, shares, re-tweets

Use the ...
Track, Track, Track
Track, Track, Track
Back to ZMOT
Resources

• HubSpot’s Blog
http://blog.hubspot.com/
• Zero Moment of Truth Download
http://www.zeromomentoftruth.com/
Questions & Answers

Annie Garvey
Director, Patient Outreach
agarvey@patientwise.com
@PatientWise
www.patientwise.com
608-...
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Patient Wise - Presentation - Updating Your Recruitment Strategy 2013

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Presentation from Annie Garvey (Director, Patient Outreach at PatientWise). http://www.patientwise.com

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  • AG Intro:
    Good afternoon everyone and welcome! We are excited to bring you this presentation on finding your patients and updating your patient recruitment strategy.
    So again, welcome. My name is Annie Garvey. I’ve been involved in patient recruitment at the site level and on a centralized level for a number of years. Currently, I’m heading up the efforts at PatientWise where we focus on working with sites directly to make the most of their $2k-$6k advertising budgets.
  • After learning objectives, need to poll the audience to gauge responsibilities, and how much of their focus is on patient recruitment.
  • In order to find your patients, we first need to understand ZMOT or the Zero Moment of Truth…
    Google term developed by Jim Lecinski
    Changing the “rulebook” of marketing.
    This is the moment where consumers make choices that affect the success and failure of nearly every brand in the world….
  • ZMOT is a vital, new edition to the classic three-step process of stimulus, shelf, experience
    Stimulus – see an ad
    Shelf – goes to the store, sees the display, sales clerk answers questions, purchases the product
    Experience – uses product, product works great, consumer is happy…
    BUT NOW…
    What was once a message is now a conversation – consumers find and share information about product in their own way, and in their own time
    If consumers are researching houses and healthcare, they also look up Band-Aids and ballpoint pens – no MOT is too small
  • Google term developed by Jim Lecinski
  • Google term developed by Jim Lecinski
  • Let’s discuss items you need to have in place before you engage in the conversations.
  • How to join the conversation…
    For our purposes today, joining the conversation consists of social media and online advertising. Oftentimes folks confuse social media with pay-for advertising and vice versa. So let’s set the record straight. Here are the two separate “buckets” of online marketing campaigns.
    Social media is free. There are zero costs to you. It is a means of interacting among people where they create, share, and exchange information. These conversations are what make social media social. Most likely, you are familiar with these sites. This is 99% of where the “conversation” lay.
    On the other side is online advertising. You might hear this referred to as pay-per-click advertising. Either way, a daily budget is being allocated and you are paying for every click. Here are some examples of popular online advertising outlets.
  • Let’s put ZMOT and finding your patient into action so you can hone your patient recruitment strategies.
  • Before we dive further into the social media realm, here’s another polling question for you…
  • Now if you weren’t convinced that you may want to have an online presence, or engage in an online patient recruitment campaign, consider these two infographics as to the average time and fastest growing social networking user.
    If you take anything away from this slide, take these two points:
    1.) If you don’t already have a Facebook page, you should create one.
    2.) If you think that people over 55 are only reading the newspaper and watching reruns of The Andy Griffith Show, think again!
  • Begin with the end in mind says Steven Covey. It’s not about you and your study. It’s about the value you are bringing to them.
    And if you say, “we want enrollments from this” – you need to think BIGGER!
    Beware of people selling impressions, views, etc. The process has to follow the natural progression of human relationships.
  • Remember – social media is social for a reason
    Were you ever listening to someone tell you a story, and all you can think is “what is this person talking about and how does it relate to me?”
    Use your expertise when sharing. Discover your voice to share in the online discussion.
    We’re going to look at who is doing this well and engaging their audience.
  • Don’t have to be a “big-wig” on Twitter with 3,000 followers to have influence. Little bits of high content can bring high value.
    Go forth and conquer on Facebook, Twitter, Pintrest, and YouTube! If you have more questions, please call/e-mail Annie or I and we are more than willing to help.
    Now we want to transition to online advertising and we would like to start by asking another polling question…
  • If you don’t track, you don’t know how well you’re doing…and maybe that “it’s not worth it.”
    Social media is for engagement, online advertising is for screenings.
    Work under a cost per click, not cost per impression (impression means every time the ad shows on the screen – you don’t want to pay for this).
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  • Patient Wise - Presentation - Updating Your Recruitment Strategy 2013

    1. 1. Zero Moment of Truth: Finding Your Patients and Updating Your Patient Recruitment Strategy Presented by: Annie Garvey Director, Patient Outreach
    2. 2. Learning Objectives • Update your patient recruitment and marketing strategy • Understand who and where your patients are • Recognize the “Zero Moment of Truth” and how it affects patient recruitment • Begin to contribute to the conversation • Understand which metrics are most important
    3. 3. What is Zero Moment of Truth? Point in time where you grab your laptop/smartphone and start learning about a product or service that you’re thinking about trying or buying
    4. 4. What is Zero Moment of Truth?
    5. 5. Why Does Zero Moment of Truth Matter? • 70% of Americans say they look at product reviews before making a purchase1 • 79% of consumers now say they use a smartphone to help with shopping2 • 83% of moms say they do online research after seeing TV commercials for products that interest them3 1. “The New Info Shopper,” Penn, Schoen & Berland Associates, 2009 2. Google/Ipsos OTX MediaCT, “The Mobile Movement Study,” April 2011, N=5,000 3. BabyCenter Study on Google Search, Nov. 2009
    6. 6. Why Does Zero Moment of Truth Matter? • American households now spend as much time online as they do watching TV but in 2010 only 15% of media budgets were spent online1 • In 2011, average shopper used 10.4 sources, up from 5.3 sources in 20102 • 84% of shoppers say that ZMOT shapes their decisions2 1. 2. eMarketer, “U.S. Total Media and Online Ad Spending,” Nov. 2010 2. Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2011
    7. 7. What Does This All Mean? ZMOT is a new model and a new conversation that we all have to be a part of
    8. 8. Where are these “conversations?”
    9. 9. Understanding the Benefits of the Conversation 1. Positions your site as the subject matter expert 2. Builds audience trust through competency and consistency 3. Clinical research seen as a safe alternative 4. Leads to an increase in patients
    10. 10. Before You Join the Conversation 1. Update your website a. Clear “entrances” for Patients and Sponsors/CROs b. Organized copy c. Friendly/personable language 2. Add a blog/news page a. Helps with optimization 3. Set up social media accounts a. Even if there’s no plan, secure the name b. Create a master document with logins/passwords
    11. 11. ZMOT’s Affect on Patient Recruitment • M/F, 18-75, with [disease] is not a viable answer • Need a bit more creativity to target your audience
    12. 12. ZMOT’s Affect on Patient Recruitment • Truly paint the picture of your “ideal patient” • Male/female • Age • Lifestyle • Financial situation • Geographic radius • Daily activities
    13. 13. Meet Cheryl – ZMOT Style • • • • • • • • • • • Female 60 years old Diagnosed with T2D Loves bird watching Middle-class Eugene, OR Tries to walk and clean around the house Enjoys her monthly book club Valiant attempts to manage her health Facebook user to reconnect with college classmates Avid online user to research new recipes and crafts
    14. 14. Discussion: How Do We Engage Cheryl? • • • • • • • • Promotion of healthy recipes? Attending a health fair? Radio advertising? Local magazine/newspaper? Facebook Advertising? Google Ad Words? Bird watching groups? Referring physician program?
    15. 15. Polling Question: Social Media • How successful have your social media efforts been? • Awesome – we love social media! • Some success – we’re really not sure. • Ehhhhh – yeah, not that good. • We haven’t done anything/Not sure where to start.
    16. 16. Social Media Infographic 1. http://online.wsj.com/article/SB10001424052970204653604577249341403742390.html (data for January 2012 2. http://www.pcmag.com/article2/0.2817.2400895.00.asp 9. http://www.comscore.com/Press_Events/Presentations_White-papers/2012/The_State_of_Social_Media Infographic from: allfacebook.com/morrison-foerster-time-spend-facebook_b105616
    17. 17. Social Media: Before You Start 1. Define your mission and purpose • Measure your results by likes, friends, etc. 2. Answer the question “why should I…” • Like you? Follow you? 3. Be realistic about your resources
    18. 18. Social Media: Best Practices • Be relevant • Be consistent • Use eye-catching images • Keep your posts short • Be educational
    19. 19. Social Media: How to Engage
    20. 20. Social Media: Here’s Who’s Doing it Well
    21. 21. Social Media: Not Going Well
    22. 22. Social Media: What You Can Do Right Now • Set up your social media accounts • Even if you don’t use them, take the username (Facebook page/place, Twitter, YouTube, Pinterest) • Baseline your “signs of life” • Start following, liking, friending, etc. to build network • Share and like: people are watching who is sharing and liking • Little bits of good content can bring high value
    23. 23. Social Media: Feeling Overwhelmed? • Think of ZMOT and social media like a new friendship • It takes time • Talk to people through social media like they are people • Even if you don’t use them, take the username • Showing the correlation between social media and patient recruitment is not exact • Start small but be consistent • Start following, liking, and friending Sponsors/CROs, referring clinics, patients, etc.
    24. 24. Track, Track, Track • Know what is and isn’t important • • Comments, likes, # of followers, shares, re-tweets Use the metrics to your advantage • Edit campaigns • Push for marketing dollars
    25. 25. Track, Track, Track
    26. 26. Track, Track, Track
    27. 27. Back to ZMOT
    28. 28. Resources • HubSpot’s Blog http://blog.hubspot.com/ • Zero Moment of Truth Download http://www.zeromomentoftruth.com/
    29. 29. Questions & Answers Annie Garvey Director, Patient Outreach agarvey@patientwise.com @PatientWise www.patientwise.com 608-664-9902
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