Homecare Marketing 2.0: Interruption to Engagement

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Gary Walker, President and CEO of Walker Marketing, discusses the importance of changing home care marketing approaches from interruption to engagement. He highlights the increasing necessity for home care agencies to engage their audiences on the Web by using social media and digital marketing strategies in order to build a community.

This presentation was given at the Home Care Association of Florida Annual Conference on June 24th, 2010.

For more home care marketing info, visit walker-marketing.com or follow us on Twitter @Walker_PR.

Download this presentation at http://www.walker-marketing.com/homecare-marketing.aspx

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Homecare Marketing 2.0: Interruption to Engagement

  1. 1. HOME CARE MARKETING 2.0 Interruption to Engagement
  2. 2. STATE OF THE MARKET ‣ Abundance of care options/fragmentation ‣ Audience confusion • Desire for choice/less brand loyalty ‣ Emerging industry changes • Accountablity-based reform/ emergence of boomers ‣ Increased opportunity for market share gain • Need for competitive differentiation
  3. 3. THE EVOLUTION OF HOME CARE MARKETING General Community (relationship focused) Low Referral Source CO M (medical specialty focused) PE TIT ION Referral Source LEV (outcome/bene t focused) EL Caregiver High (education focused)
  4. 4. FROM DONUTS TO DIGITAL The “Krispy Kreme” System
  5. 5. FROM DONUTS TO DIGITAL In-service Lunches
  6. 6. FROM DONUTS TO DIGITAL Collateral materials and trinkets
  7. 7. FROM DONUTS TO DIGITAL Traditional Media TV, Radio, Outdoor & Yellow Pages
  8. 8. FROM DONUTS TO DIGITAL Digital Media 1.0 Websites, SEO & SEA
  9. 9. FROM DONUTS TO DIGITAL Digital Media 2.0 Blogs, Online Forums & YouTube
  10. 10. FROM INTERRUPTION TO ENGAGEMENT Reach and Frequency: Penetrating the subconscious
  11. 11. Time Starved/Message Overload
  12. 12. Digital is the foundation for creating new communication bridges.
  13. 13. Social Media has changed the process by which companies connect with consumers
  14. 14. THE ENGAGEMENT APPROACH Build a dynamic, content-driven site
  15. 15. THE ENGAGEMENT APPROACH Create your social presence
  16. 16. THE ENGAGEMENT APPROACH Develop content in various forms Articles Blogs Videos Podcasts
  17. 17. THE ENGAGEMENT APPROACH Create content with value and utility
  18. 18. THE ENGAGEMENT APPROACH Optimize, distribute and syndicate content
  19. 19. THE ENGAGEMENT APPROACH Actively participate and interact in social media communities and online forums
  20. 20. THE DIGITAL CHANNEL
  21. 21. WEB 1.0
  22. 22. WEB 2.0
  23. 23. WEB 2.0 Networking, community and content contribution
  24. 24. ACCOUNTABILITY AND MEASUREMENT
  25. 25. 20 TH CENTURY APPROACH
  26. 26. 21 ST CENTURY APPROACH Educate Share Measure
  27. 27. HOW DO YOU STACK UP?
  28. 28. NEXT STEPS 1. Determine goals and measurements 2. Develop a digital and social media marketing plan 3. Identify responsibilities and resource allocation 4. Execute
  29. 29. JOIN US ONLINE walker-marketing.com/homecare-marketing facebook.com/WalkerMarketingPR twitter.com/walker_pr linkedin.com/companies/walker-marketing

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