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2011 Healthcare Marketing Overview
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2011 Healthcare Marketing Overview

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  • “Organizing is what you do before you do something, so that when you do it, it is not all mixed up.”– A.A. Milne
  • “Organizing is what you do before you do something, so that when you do it, it is not all mixed up.”– A.A. Milne
  • “Organizing is what you do before you do something, so that when you do it, it is not all mixed up.”– A.A. Milne
  • “Organizing is what you do before you do something, so that when you do it, it is not all mixed up.”– A.A. Milne
  • “Organizing is what you do before you do something, so that when you do it, it is not all mixed up.”– A.A. Milne
  • "There are no shortcuts to any place worth going."Beverly Sills
  • "There are no shortcuts to any place worth going."Beverly Sills

2011 Healthcare Marketing Overview 2011 Healthcare Marketing Overview Presentation Transcript

  • 2011 HealthcareMarketing Overview
    “Restore a man to his health, his purse lies open to thee.” − Robert Burton
  • Consumer Decision Chain
    7/18/2011
    2
    Source:
    Harvard Business Review, December 2010
  • Consumer Decision Chain
    7/18/2011
    3
    Source:
    Harvard Business Review, December 2010
  • Consumer Decision Chain
    7/18/2011
    4
    Source:
    Harvard Business Review, December 2010
  • Consumer Decision Chain
    7/18/2011
    5
    Source:
    Harvard Business Review, December 2010
  • Media and Advertising Landscape
    7/18/2011
    6
    Source: Mary Meeker, 2010
  • Email and Social Landscape
    7/18/2011
    7
    Age Group 45-64
    • 96% Email Subscribers
    • 20-32% Facebook
    • 1-4% Twitter
    Source: Exact Target, 2010
  • Health within the Internet Landscape
    8 in 10 adult Americans look for health info online.
    The typical search for health information is on behalf of someone else.
    Health information is going mobile.
    17% use mobile device to look for health info
    Tip of the iceberg
    Social network sites are used only sparingly for health updates and queries.
    7/18/2011
    8
    Source:
    Pew Internet & American Life Project, The Social Life of Health Information, 2011
  • Companies Must Strategically Integrate Media…
    7/18/2011
    9
    Integrated Approach and Executable Plan for:
    Email Marketing
    Social Media
    Video
    Tools/Apps
    Search
    Website
    Events
    TV
    Radio
    Print/Outdoor
    Other/More (as makes sense to engage your company’s core demographic)
  • Proprietary list building
    Email
    Mobile/SMS
    Mail (but to a much lesser degree)
    Proprietary Content for Engaging Audience
    Website (News, Publications, Advice, White Papers, Video etc.)
    Email (Notification of new/relevant content)
    Industry publications online (Expert articles, shared links)
    Industry referral sites
    Search
    7/18/2011
    10
    …to Attract and Build a Proprietary Audience
  • To know what’s going on
    News
    Relevant Info
    More
    You to engage with them
    Online (including Mobile*)
    Offline (including Mobile*)
    To have a voice about your product or service
    Reviews
    Feedback Loops
    Apps/Tools
    More
    To spread the word… But only if you give them the tools to do it
    *Huge mobile growth is driving integration of internet with offline marketing (marketing MUST be integrated before companies can start to leverage the mobile consumer)
    7/18/2011
    11
    Your Audience Wants:
  • SRMC
    Susan Rubinsky Marketing Consulting
    “Diagnosis is not the end, but the beginning of practice.”—Martin H. Fischer
    For more information, contact:
    Drew Talbot, Director203-470-2363 | drew.talbot@yahoo.com | www.rubinsky.com
    342 Riverdale Drive, Stratford, CT 06615