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Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
Interactive Marketing - Latin America Global Medical Congress
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Interactive Marketing - Latin America Global Medical Congress

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Presented at the Latin American Global Medicine and Wellness Congress in San Jose, Costa Rica 2010. …

Presented at the Latin American Global Medicine and Wellness Congress in San Jose, Costa Rica 2010.

For more on interactive and social media for health care, please visit http://spurhealth.com.

Published in: Health & Medicine
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  • Hola Amigos! This is my presentation on Digital and Social Media Marketing from the Latin America Global Medicine Congress in Costa Rica April 2010. In it I discuss:
    - The Business Case for Digital and Social Media
    - Social Media Pitfalls (and Steps for Avoiding them)
    - Strategic Roadmap for digital success
    - Cases and best practices for Facebook and Twitter

    If you'd like a copy, please email spurhealth (at) spurinteractive.com.
    Please feel free to share with others!

    For more on social and interactive marketing please see:
    - Social Media Strategy (slideshare): http://bit.ly/7AS1zT
    Twitter Best Practices and Tools: http://bit.ly/dnOeWX
    - New Media Toolkit: http://bit.ly/b3kTMK

    Find more at http://twitter.com/spurhealth
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  • 1. Medical Tourism Marketing" Leveraging Digital and Social Media Steve Latham, CEO Spur Interactive April 2010 Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 1
  • 2. Business Case for Online Marketing This is where the patients are •  Online accounts for 33% of U.S. media consumption (1) •  The web is relied upon by all ages •  85% of 30-50 and 51% of 65-75 •  8% of social media users 65+ (same % as teens) This is how they make decisions •  75% of Internet users research health online •  12% of users will visit a health site today •  75% of users with chronic condition said online " research influenced their treatment decision Digital media offers compelling advantages •  Able to Target, Engage and Interact •  Measurable, Affordable, Accountable (1)  Source: Pew Research Foundation Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 2
  • 3. Implications for Health Care Marketers Customers are now in control •  “Push” tactics don’t work •  Customer choose when & how they engage Customers have high expectations •  They expect to find “it” quickly and easily •  Regardless of location Customers have many more choices •  It’s not always clear who is the best choice Competition is increasing •  Providers now compete globally The marketplace is changing. To succeed you must adapt. Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 3
  • 4. Online Success Requires an Integrated Approach Search Social Video Display E-Mail Paid + Blogs, Networks, Display and Rich Media, House & 3rd Natural Content Sites Pre-roll Banners Party email Awareness Interest 
 (Consideration / Preference) Decision Patients Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 4
  • 5. Online Roadmap for Health Marketers   Understand your audiences   Optimize Your Web Site   Create demand for your brand   Engage and Interact   Measure results Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 5
  • 6. 1. Understand Your Audience Who are they? Where do they live? What are their needs? What drives their decisions? What do they know about you? What do they need to know about you? Your MESSAGE, LANGAGE and TONE must meet the needs of your audience Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 6
  • 7. 2. Optimize Your Web Site 1. Branding and Messaging •  Strong brand image and message •  Make it easy for them to determine: •  What You Do •  How You Differentiate •  Why they should contact you 2. Site Usability •  Easy and intuitive to navigate •  Minimal steps to find what they need 3. Marketing Effectiveness •  Speak to visitors in a way they understand •  Make it educational and engaging •  Use Calls to Action to drive conversions 4. Search Engine Visibility •  Optimize for natural search rankings Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 7
  • 8. Case Study: Web Design Client: Barbados Fertility Centre •  World-class provider of IVF treatment •  71% success rate (women under 35) at half the cost of US treatment Objectives: •  Build brand awareness and consideration among US audiences •  Generate inquiries from US patients Challenges: •  Limited awareness of Barbados and BFC •  Misperceptions about quality of care " Site Strategy: •  Deliver a brand impression that sticks! •  Deliver key messages: superior results, great experience, great value •  Address concerns or objections •  Engage visitors and convert interest to action (start a dialogue) Execution isMedicine and Wellnessin Following Slides Latin America Global illustrated Congress © Spur Interactive 2010 8
  • 9. Key Messaging Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 9
  • 10. Testimonials Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 10
  • 11. Effectiveness Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 11
  • 12. Proximity Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 12
  • 13. 3. Create Brand Awareness and Consideration Demand is created by utilizing… Owned Earned Media Paid Media Media Rules of thumb: •  Display and 3rd party email are best for creating awareness •  Search works best for capitalizing on awareness •  Social media does both, but reach may be a challenge Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 13
  • 14. 4. Engage and Interact There are now many ways to interact •  Your Web site •  Email list •  Blogs •  Online Groups •  Social networking sites (Facebook) •  Real-time Web (Twitter) •  Social bookmarking sites (Digg) Engagements drive awareness and decisions. Make it part of your Marketing DNA. Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 14
  • 15. 5. Measure Results Success requires: •  Defined and measurable objectives •  Metrics that tie to those objectives •  Tools for monitoring results •  Ability to translate metrics to business results •  Methodology to calculate ROI Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 15
  • 16. A Few Words on Social Media… This is now a Must-Have." You need to figure it out! Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 16
  • 17. 6 Reasons to Embrace Social Media 1. You are already involved in Social Media   Your employees are doing it   Discussions about your brand are taking place   If you participate you can shape outcomes 2. Comparative advantages •  Word of mouth is #1 influencer of purchases •  Does not require a media budget •  Viral effect can carry a message a long way 3. Revenue growth   Among top 100 Brands, those using social media saw 18% lift in revenue (Altimeter / Wet Paint 2009)   91% of Inc. 500 use social media (Umass Dartmouth 2009) Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 17
  • 18. 6 Reasons to Embrace Social Media 4. A Killer App for Marketing:   Brand awareness and consideration   Patient acquisition   Customer service   Recruiting 5. Site Traffic   Popular posts can spike traffic 6. Search Engine Rankings!   Can produce great results! Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 18
  • 19. Social Media Pitfalls   Rush to action without a plan   Lack of objectives and measurement   Content guidelines   Failing to engage   Limited Reach Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 19
  • 20. Social Media Pitfall #1: Rush to Action Rushing to action without a plan (shiny new object) •  Hasty decisions and knee-jerk reactions •  One-off approach •  Focus on the wrong objectives or tactics •  Failing to understand requirements and resources Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 20
  • 21. Social Media Pitfall #2: (Lack of) Measurement Engagement metrics Web 2.0 Metrics   Site visits   Posts   Unique visitors   Tweets and ReTweets   Visit frequency   Facebook Fans   Page views per visit   Followers (Twitter)   Time on site   Ratio: Friends vs. Follows   Registrations   Mentions   Conversions   Content views   Shared pages   Sentiment ratio   Page 1 search rankings Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 21
  • 22. Social Media Pitfall #3: Content While content is critical, it is often an afterthought •  Once the genie is out of the bottle, it’s too late Requires content planning •  Format: copy, video, photos, audio •  Type: original vs. repurposed •  Who will produce it? •  Where will it come from? Approval guidelines •  Health care guidelines •  Legal issues Above all… Content must be engaging! Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 22
  • 23. Social Media Pitfall #4: Failure to Engage •  Social Media is about listening and " interacting vs. shouting •  “Spray and Pray” doesn’t work •  Think: Telephone vs. Megaphone •  Engagement hurdles: •  Lack of interesting and relevant content •  Self-focused content •  Too much self-promotion Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 23
  • 24. Social Media Pitfall #5: Limited Reach •  Social Media only works if you have an audience •  Process of building a network is often overlooked •  Without reach, there is no ROI Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 24
  • 25. Avoiding Social Media Pitfalls   Goals: Who and What? •  Define audiences and identify influencers •  Define objectives •  Set reasonable expectations   Media: which social media platforms?   Engagement: how to listen and interact? •  Content: types of media, voice, frequency •  Duties: producing, posting, sharing, responding •  Policy: addressing negative comments Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 25
  • 26. Avoiding Social Media Pitfalls (cont.)   Reach: how will you promote your program? •  Online, email, offline, PR, word of mouth •  How will you build your network?   Resources: what is needed; what will it cost? •  People, process, assets, tools, etc.   Metrics: how will you measure success? •  What metrics will you use? •  What tools will you use? •  How will you translate into ROI? With this in mind, let’s look at the top 2 Social Networks for Health Care Marketing Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 26
  • 27. Twitter •  Pioneering the real-time web •  26 million active Adult users in US •  36 million by 2012 (20% of pop.) •  Why you should use it •  Easy to build a network •  Easy to engage •  Easy sharing of content •  Growing rapidly •  How it works •  You follow others •  They are notified •  They follow you back •  You may unfollow at any time Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 27
  • 28. Twitter Best Practices •  Getting started: •  Create 8-10 relevant Tweets •  Find and follow users via Hootsuite and TweepSearch •  Monitor, tweet and build network daily •  Use Hootsuite to search, manage and schedule tweets •  Tips for Success •  Acknowledge and ReTweet followers (build credibility and goodwill) •  Refrain from being self-promotional (it’s NOT all about you!) •  Maintain a favorable ratio of Followers / Friends of 1:1. •  Monitor mentions of your brand name (via Hootsuite) •  When mentioned positively, Follow and RT or Acknowledge •  Always be building your network! Case study on following page Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 28
  • 29. Become part of the community. Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 29
  • 30. Facebook •  Largest network: 400 million users •  Surpassed Google in traffic 3/10 •  Why you should use it   Engage audiences where they live   Complements email and Twitter   Good metrics •  How to get the most from it   Create a Fan or Group page   Promote it aggressively!   Integrate across all marketing activities " Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 30
  • 31. What Makes a Good Facebook Page? Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 31
  • 32. Facebook Metrics Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 32
  • 33. Facebook Best Practices Use a Fan / Group page to communicate with audiences •  Fan pages can only be created by those with personal accounts •  Groups: great for events, causes, non-profit activities •  Don’t use personal pages for your company Optimize content by making it relevant •  Make it engaging with pictures, video, links, etc. Building a fan base is not easy. Here are some tips: •  Encourage employees, partners and vendors to become fans •  Promote Page in Tweets, Blog posts and Facebook Ads •  Post “exclusive” content available only to fans Communicate via engaging FB messages Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 33
  • 34. In Closing… The world is becoming flat. Competition in health care is global. Your patients are online; you must be there to greet them. There is no “Silver Bullet”! Success requires integrated approach. Let’s stay in touch! •  http://twitter.com/stevelatham •  http://twitter.com/spurhealth For more info: Visit http://SpurHealth.com or http://blog.spurinteractive.com/ Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 34
  • 35. About the Presenter Steve Latham is the founder and CEO of Spur Interactive, a strategic interactive marketing agency with deep experience and insight in health care marketing. In this role, Steve has planned and managed successful campaigns leveraging online advertising, social media, search engine marketing and email marketing to help numerous health care providers build their brands and acquire patients. Steve is an accomplished industry lecturer, blogger and thought leader. Steve’s speaks frequently at industry events and his presentations have been viewed by thousands. His articles have been published by MediaPost, Online Media Daily, iMedia Connection, Marketing News and Bizjournals.com to name a few. Steve has been quoted in B2B Magazine, PR Week, Fortune and CNN.com. Steve received an MBA from Harvard Business School and a BBA from the University of Oklahoma. You can review Steve’s articles and presentations at http://blog.spurinteractive.com. www.facebook.com/slatham http://twitter.com/@stevelatham " www.linkedin.com/in/stevelatham Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 35
  • 36. About Spur Interactive Strategic Interactive Agency Full Service Approach •  Brand building •  Strategies •  Lead generation •  Creative •  Customer cultivation •  Media •  ROI measurement •  Analytical Insights Uniquely Positioned: Advisor and Implementer Planning  Execution  Measurement  Optimization Thought leaders in digital media: •  Strategic planning and execution •  Integrating Social Media, Search, Advertising and Email •  Pioneers in analytics and measurement Track record of successful programs •  7+ years of ROI-based successes for leading brands Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 36
  • 37. Our Health Care Marketing Expertise Spur has built successful programs in numerous health categories:   General acute care   Cardiac monitoring   Specialty service lines   Lasik surgery   Bariatric / Lap Band surgery   Hair Replacement   Mobility products   Acne and Skin care   Diabetic supplies   Cosmetic surgery Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 37
  • 38. Health Care Marketing Insights Our Health Care Marketing experience affords valuable insights: •  How consumers and doctors research health information •  Which media outlets work at each stage of the decision cycle •  Which offers work (and which ones don’t) •  How to maximize conversion rates and minimize costs from: •  Search engines •  Social media •  Online health info publishers •  Display ad networks •  3rd party email list owners •  Optimizing post-lead conversion •  Measuring impact •  Quantifying ROI For information visit www.SpurHealth.com Latin America Global Medicine and Wellness Congress © Spur Interactive 2010 38

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