Healthcare Marketing Reform: 2014 NE MGMA Presentation

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These are the slides from my presentation at the 2014 Conference of the New England Medical Group Management Association. "Healthcare Marketing Reform: Moving from Marketing Your Practice to Building Community"

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Healthcare Marketing Reform: 2014 NE MGMA Presentation

  1. 1. Healthcare Marketing Reform: Moving from Marketing Your Practice to Building Community Presentation by Dan Dunlop New England MGMA May 2014
  2. 2. THE WORLD HAS CHANGED… THE WAY WE COMMUNICATE WITH PATIENTS AND PROSPECTIVE PATIENTS MUST ALSO CHANGE. 2
  3. 3. Real Simple & Huffington Post: 3,583 Women
  4. 4. Real Simple Poll
  5. 5. Real Simple Poll
  6. 6. Real Simple Poll
  7. 7. The Connected Consumer  Broadcast era is over  Can’t simply buy people’s attention  The consumer controls:  What they view  When they view it  And how they view it (what screen)  Community building is an ideal way to take advantage of this trend  Helps brands connect with their audiences in a more human manner
  8. 8. Real Simple & Huffington Post: Real Simple Poll
  9. 9. Marketing as Community Building  New reality: population health management  Need for healthcare marketing reform  Moving from marketing “to” women (and families) to marketing “with” women  Making an investment in community building  Must feel authentic  Provide value via the relationship  How do you enrich her life?  Sense of community - belonging
  10. 10. What Does Value Look Like?  Emotional connection  Information resource  Convenience  Entertainment  Sense of belonging  Opportunity for self-expression  Opportunity to be heard; to share  All of these should be present within a community
  11. 11. Community Building?  Social networks are how we connect  Communities of interest are why we connect. Chris Boyer
  12. 12. “As long as women feel safe in a community, they will feel free to express their personal viewpoints which adds authenticity and attracts other women ‘like them’, increasing a community’s value,” Toby Bloomberg, Founder of the Diva Marketing Blog and recognized by Forbes as a top social media blogger. The Role of Community 12
  13. 13. Elements of Community  Reciprocity  Shared values or interests  Commonality  Listening – We want to be heard  Valuing the opinions of others  Support – emotional and informational  Kindness/Civility  Feeling valued and appreciated
  14. 14. Environments/Communities  Blogs  Social networking platforms: Facebook, Pinterest, etc.  True online communities (Inspire, Everyday Health, etc.)  Inspire.com: 5 million+ blog posts by members (working with Stanford Medicine)  Your website! What kind of environment have you created? The low hanging fruit.
  15. 15. Community allows you to learn from your constituents (patients, prospective patients & family members); these are listening and learning platforms.
  16. 16. Online Communities for Women Health is a constant topic of conversation.
  17. 17. A New Role for Marketers: Creating Environments for Healing & Sharing
  18. 18. Marketing as Community Building  Fundamental Change: Community Building 26
  19. 19. Isn’t Word-of-Mouth the best advertising? Today’s word-of-mouth: Key to Success
  20. 20. Why Is Social Media Important for Your Practice? 1. Marketing is now a dialogue, not a monologue 2. Engagement is what we’re after; required in today’s healthcare environment 3. It is your reputation that’s on the line. And online! 4. Being absent from social media is conspicuous 5. The conversations are happening with or without us 6. The quality of info being shared is suspect, so we have an obligation to get involved 7. It is highly measurable! Why Social Media?
  21. 21. Why Social Media for the Medical Practice? Dr. Howard Luks’ List  Spread knowledge (patient education)  Improve communications  Control your message  Promote Health  “Empower” consumers and healthcare professionals alike  Perhaps even kindle the fire to help fix our ailing healthcare system  Derive a tangible ROI and significant Social ROI for your efforts
  22. 22. Dr. Luks – 17% of new patients come through social media; More than 50% visit his website before the 1st appointment.  “Patients who discover me via social media and my Web site tend to arrive far better prepared and informed. They’re also more comfortable with me, thanks to watching my videos. All this makes my time with them more productive and more efficient.”
  23. 23. Facebook & Community
  24. 24. You’re Hosting a Dinner Party  The same principles apply:  Who do you invite? (People who will get along and have commonalities to discuss)  You welcome all guests and make introductions  You are gracious and vigilant  You facilitate conversation – connect people  You work to involve everyone in the conversation  You fill awkward silence with new topics  You thank them for coming  People leave the party and talk about what a good time they had at your place! 32
  25. 25. Keys to Building Community on Facebook  Engagement! Should be participatory.  You need to “feed” the conversation  Profile clinicians – always generates comments  Encourage discussion and sharing  Ask for opinions and photos  Respond to comments and questions publicly  Enrich the brand experience with photos and videos
  26. 26. Blogs for Community Building
  27. 27. Four Doctors Who Do This Well:  Dr. Natasha Burgert - http://kckidsdoc.com  The Boogor Doctor – Dr. Russell Faust - http://www.boogordoctor.com  Dr. Wendy Sue Swanson – Seattle Mama Doc http://seattlemamadoc.seattlechildrens.org  Dr. Howard Luks - http://www.howardluksmd.com Engaging Moms
  28. 28. SignatureMoms.com
  29. 29. Signature Moms Blog  8 bloggers from the community  42,000 visits in 2012  64,234 visits in 2013  Surpassed 149,000 total visits!  2,500+ subscribers  600+ comments
  30. 30. Online Patient Support Communities
  31. 31. Online Patient Support Communities  “The proliferation of Web forums and discussion boards and medical blogs all speak to our inherent desire to seek out those like us, to affirm the symptoms and aberrations we’ve finally found a name for, to assimilate into a community when we’ve felt isolated from the larger world of the healthy for so long.” Life Disrupted: Getting Real About Chronic Illness In Your Twenties and Thirties, by Laurie Edwards
  32. 32. Your Website as an Environment that Invites Community & Engagement
  33. 33. El Camino Hospital Pelvic Health
  34. 34. Using Video to Provide Value for the Consumer
  35. 35. Meet Michael Dern, MD
  36. 36. Meet Michele Finkle, MD
  37. 37. Meet Jan Paradise, MD
  38. 38. Creating Your Own Community  Private Facebook Groups  Ning  Start your own group on a platform like Inspire.com  Microsoft’s SharePoint 61
  39. 39. Marketing Your Community or Social Media Platform  First, manage expectations. Slow growth is normal.  Tools for cross promoting your community:  Website  Other social media platforms (Google+)  Signage within your facility!  Handouts for patients  QR codes in your exam rooms.  Don’t rule out traditional tools: print ads, posters
  40. 40. Remember the Hive  Attract people with shared interests  Make them feel welcome  Encourage them to tell their stories and interact  Feed their interest with good information  Position your organization as a resource with a shared passion for the subject  Let them become your ambassadors, telling your story and inviting others to the hive. 63
  41. 41. Dan Dunlop, Principal Jennings Email: ddunlop@jenningsco.com Twitter: @dandunlop Linkedin: www.linkedin.com/in/dandunlop/ Blog: www.TheHealthcareMarketer.Wordpress.com Contact Information

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