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

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

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