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Healthcare Marketing Part 1 of 5

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A look how healthcare marketing has changed in recent years. Also a review at how traditional media can still be a viable lead generation source for healthcare companies.

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Healthcare Marketing Part 1 of 5

  1. 1. Healthcare Marketing A look at the shift from traditional media marketing to digital marketing. Image Source: Google Images
  2. 2. Table of Contents The New Marketplace 3 Business Strategy 101 Traditional Media 16 Using Traditional and Digital 102 Why Use It? 17 Becoming a Social Business 113 Demographics 25 Big Data Integration 124 Social Media 34 Strategies for Drug, Insurers, Providers, and Consumer Expectations 143 Usage 35 Changed Interactions 42 Policy 161 Search and Conversions 43 HIPAA 162 Healthcare Choices 50 The Affordable Care Act 176 Online Communities 56 Works Cited 195 Healthcare Organizations 70 Information and Education 75 Forums and Support Groups 82 Challenges 90
  3. 3. The New Marketplace A look at how healthcare marketing has changed in recent years. Image Source: Google Images
  4. 4. Healthcare Marketing: The New Marketplace- The Old Model: • Contacting health professionals when someone becomes sick The New Model: • Connecting with potential patients when they’re healthy Compiled by Author from Sources: pwchealth.com
  5. 5. Healthcare Marketing: The New Marketplace-  Hospitals and health systems are spending more on advertising now than in the past  Their emphasis is on educating and engaging patients  Today, hospitals, clinics, and medical professionals, all must build a brand that validates the quality of care
  6. 6. Healthcare Marketing: The New Marketplace-  There are sharp debates among healthcare marketing experts about how to present advertising in responsible and ethical ways  Providers need to convince patients that they provide the highest-quality and most affordable option  Poorly designed communications or inconsistent branding will quickly diminish perceived quality of care
  7. 7. Healthcare Marketing: The New Marketplace-  Healthcare organizations recognize that patients have stronger financial incentives to shop around  They are now on the hook for an increasing portion of their healthcare costs  They also feel the burden of the steady increase in health plan deductibles, copays and coinsurance
  8. 8. Healthcare Marketing: The New Marketplace-  Over 2/3 of health systems expect their marketing departments to spend more time and resources influencing patients’ behavior  The industry is also turning to value-based payments  More is not always better
  9. 9.  Healthcare organizations market to more than just their target patients audience  They must market to physicians, other medical professionals, and policymakers and opinion leaders Healthcare Marketing: The New Marketplace-  The role of physicians as decision- makers is undergoing a transformation  There is a shift in decision-making power away from doctors
  10. 10. Healthcare Marketing: The New Marketplace- Marketers are Targeting both Consumers and Payers Consumers are Becoming Avid Researchers Patients no longer blindly accept what a doctor tells them They do their homework before and after visiting a doctor Doctors are Becoming Employees Hospitals have been buying up practices in hopes of forming integrated systems When doctors become employees, they lose their ability to be final decision makers Why Doctors have less Power in Decision- Making: Compiled by Author from Sources: dmn3.com
  11. 11. Healthcare Marketing: The New Marketplace- Patient Value 42% of Patients 26% of Patients 46% of Patients 47% of Patients • Use online ratings and reviews to compare and contrast care providers • Would like to have up-front estimates of care cost • Want the ability to use their mobile devices to search for physicians and their locations • Would like to schedule appointments online Compiled by Author from Sources: modea.com
  12. 12. Healthcare Marketing: The New Marketplace- Patient Value What Patients and Consumers are looking for: 39% would like pricing tools 32% would like additional digital health and wellness tools 29% would like electronic communications with their physicians or nurses Compiled by Author from Sources: modea.com
  13. 13. Traditional Media A look at using traditional media and how it can still be a viable lead generating source. Image Source: Google Images
  14. 14. Why use It? Taking a look at the advantages traditional media has in the medical marketing industry. Image Source: Google Images
  15. 15. Traditional Media: Why use it?  Traditional tools play an important role in maintaining relationships with existing customers  They also can play a part in referral programs  The largest demographic currently being targeted is generally more comfortable with traditional approaches than digital  This is clearly shifting
  16. 16. Traditional Media: Why use it? Many Interact with a form of Traditional Media Every Day: Listening to the radio during a commute Reading billboards when stuck in traffic Watching TV in the evenings Reading a magazine in a waiting room Compiled by Author from Sources: marketingyourhospital.com Image Source: Google Images
  17. 17. Traditional Media: Why use it? While digital advertising is pervasive in our culture, it is not considered as trustworthy Consumers still trust traditional channels of advertising Over ½ say they trust newspaper, TV, radio, magazines and billboards More consumers say they do not trust the new media platforms Over ½ don’t trust social media, online searches and videos, and banner ads Compiled by Author from Sources: marketingyourhospital.com
  18. 18. Traditional Media: Why use it? Radio Ads-5.3% Other Events- 5.6% Newspaper Ads- 5.9% Direct Mail- 5.9% Open House- 5.9% Walk-Ins- 6.1% Community Referrals- 6.6% ENT/GP Referrals- 7.9% Caregiver Referrals- 8.0% Patient Referrals- 8.7% Impact of Marketing Channels on Growing Medical Businesses Compiled by Author from Sources: ssl.gstatic.com
  19. 19. Traditional Media: Why use it? Patients who used Offline Media for Medical Resources used: 32% of patients use TV 20% of patients use magazines 18% of patients use newspapers Compiled by Author from Sources: getreferralmd.com Image Source: Google Images
  20. 20. Traditional Media: Advantages- Reaches a Broader Audience There is a greater chance of reaching clients that might have been missed with a digital campaign Messages Will Reach the Older Generation Older generations are less likely to use the internet for healthcare Almost 40% of Baby Boomers don’t use the internet Compiled by Author from Sources: info.thespotonagency.com
  21. 21. Demographics A look how demographics play an important role in choosing to use traditional media when marketing for the healthcare industry.
  22. 22. Traditional Media: Demographics- Baby Boomers  Boomers' willingness to adopt what's new and better may speed progress in care technology  One example would be mobile health  78% of Boomers have searched for health information online AFTER seeing something on TV
  23. 23. Traditional Media: Demographics- Baby Boomers • DR TV • DR Print • DR Radio • Digital Media Firms use a mix of Long and Short form DR Strategies: These platforms make it easier to educate existing customers and attract new ones Compiled by Author from Sources: responsemagazine.com
  24. 24. Traditional Media: Demographics- Baby Boomers Top Cable Networks for Women (55+) Top Cable Networks for Men (55+) Fox News Channel ESPN USA Network History TNT MSNBC AMC Discovery A&E CNN Fox News Channel USA Hallmark Channel TNT HGTV Lifetime MSNBC TV Land CNN Investigation Discovery Compiled by Author from Sources: responsemagazine.com
  25. 25. Traditional Media: Demographics- Baby Boomers Despite a longer life expectancy, boomers have higher rates of hypertension, high cholesterol, diabetes, and obesity 80% of Boomers think that their Doctors would say they’re healthy 85% don’t eat enough fruits and vegetables Almost 1 in 5 admit to exercising less that once a week 30% say they are stressed often or also most all the time 62% say they are overweight Compiled by Author from Sources: hhnmag.com & mmm-online.com & thehealthcaremarketer.wordpress.com
  26. 26. Traditional Media: Demographics- Baby Boomers  One defining boomer healthcare characteristic is their higher physician-trust level  They are more likely to refer to their doctor than other sources when seeking help for both illnesses and wellness  Boomers visit the doctor’s office more regularly and partake in health diagnostic testing and services more frequently
  27. 27. Traditional Media: Demographics- Physicians  Surveys have shown that physicians prefer more traditional marketing tactics  This includes direct mail and medical press articles  When promoting products, traditional channels have the most impact for physicians  They do still check online for information on products being marketed
  28. 28. Traditional Media: Demographics- Physicians Medical professionals are tasked with an important job- They are responsible for the health of a community This responsibility is not a light burden and medical professionals understand the gravity of their choices Therefore, they take the time necessary to have a thorough understanding of everything being presented to them Traditional media is far more conducive for doing research on potential products and treatments product Why do Physicians prefer Traditional Media? Compiled by Author from Sources: macromark.com
  29. 29. Contact Us for the Full Presentation: Mediacontact USA Inc. 13575 58TH Street North #160 Clearwater, Fl. 33760 T: 727 538 4112 E: contact@mcusa.co www.mediacontactusa.com
  30. 30. Works Cited  Barr, Paul. "Baby Boomers Will Transform Health Care As They Age." Hospitals & Health Networks, American Hospital Association, 14 Jan. 2014, www.hhnmag.com/articles/5298-Boomers-Will-Transform-Health-Care-as-They-Age. Accessed 13 Feb. 2017.  Beese, Jennifer. "Social Media & Healthcare Marketing Guidelines." Sprout Social, 13 July 2015, sproutsocial.com/insights/social-media-and-healthcare- marketing/. Accessed 16 Feb. 2017.  Brown, Bruce. "Successful Practices Use Marketing That Evolves with the Changing Healthcare Landscape." Hearing Review, 10 June 2016, www.hearingreview.com/2016/06/successful-practices-use-marketing-evolves-changing-healthcare-landscape/. Accessed 10 Feb. 2017.  CHASE, JAMES. "Healthcare Marketers: Don't Forget About the Baby Boomers." MM&M, Haymarket Media, Inc., 27 July 2016, www.mmm- online.com/technology/healthcare-marketers-dont-forget-about-the-baby-boomers/article/511775/. Accessed 13 Feb. 2017.  Coontz, Bill. "4 Key Trends For Healthcare Marketers In 2015 01/06/2015." MediaPost, 6 Jan. 2015, www.mediapost.com/publications/article/241083/4- key-trends-for-healthcare-marketers-in-2015.html. Accessed 16 Feb. 2017.  Dunlop, Dan. "Baby Boomers & Healthcare Marketing." The Healthcare Marketer, 11 Dec. 2014, thehealthcaremarketer.files.wordpress.com/2013/12/screen-shot-2013-12-09-at-1-46-40-pm.png. Accessed 13 Feb. 2017.  Google, and Complete. "The Digital Journey to Wellness." Google Confidential and Proprietary, 2012, ssl.gstatic.com/think/docs/the-digital-journey-to- wellness-hospital-selection_research-studies.pdf. Accessed 13 Feb. 2017.  Govette, Jonathan. "7 Medical Marketing Media Strategies That Really Work." ReferraMD, 7 Feb. 2015, getreferralmd.com/2015/02/7-medical-marketing- and-dental-media-strategies-that-really-work/. Accessed 13 Feb. 2017.  Greene, Jan. "Healthcare marketers reshape ad strategies." Modern Healthcare, Crain Communications, Inc., 30 Oct. 2015, www.modernhealthcare.com/article/20151030/MAGAZINE/310309995. Accessed 10 Feb. 2017.  Gregory, Sean, et al. "The Affordable Care Act's Impact on Healthcare Marketing." JOURNAL OF LAW, BUSINESS & ETHICS, vol. 20, 2 Jan. 2014, pp. 21-42, www.academia.edu/12126059/The_Affordable_Care_Acts_Impact_on_Healthcare_Marketing. Accessed 16 Feb. 2017.  Hayman, Dana. "The Affordable Care Act’s Impact on Healthcare Marketing." MarketingProfs, 23 Sept. 2013, www.marketingprofs.com/opinions/2013/23982/the-affordable-care-act-s-impact-on-healthcare-marketing. Accessed 16 Feb. 2017.
  31. 31. Works Cited  "Healthcare branding, help them choose." Creative Co Oregon, www.creativeco.com/portfolio/healthcare-marketing. Accessed 10 Feb. 2017.  Honigman, Brian. "24 Outstanding Statistics on How Social Media Has Impacted Health Care." ReferraMD, 2007, getreferralmd.com/2013/09/healthcare- social-media-statistics/. Accessed 13 Feb. 2017.  Kelley, Susie. "The Pros and Cons of External Marketing for Healthcare." Spot On Says, 9 May 2016, info.thespotonagency.com/the-pros-and-cons-of- external-marketing-for-healthcare. Accessed 13 Feb. 2017.  Klein, David. "Marketing in the Healthcare Industry: Direct Mail Is Still Preferred." Macromark, 20 Apr. www.macromark.com/blog/marketing-in-the- healthcare-industry-direct-mail-is-still-preferred. Accessed 13 Feb. 2017.  Lockard, Pamela. "5 Healthcare Marketing Trends to Watch in 2016." DMN3, 16 Mar. 2016, www.dmn3.com/dmn3-blog/5-healthcare-marketing-trends- you-should-know-about. Accessed 10 Feb. 2017.  Marchak, Emily. "How to Market Healthcare to All Generations: Baby Boomers." Brogan & Partners, 16 Sept. 2015, brogan.com/blog/how-market- healthcare-all-generations-baby-boomers. Accessed 13 Feb. 2017.  McCrea, Bridget. "The Healthcare Market Booms!" Response Magazine, Questex, LLC, 1 Feb. 2014, www.responsemagazine.com/direct-response- marketing/healthcare-market-booms-6857. Accessed 13 Feb. 2017.  McMichael, Chase. "Should Hospitals Be on Facebook? Social Media Marketing for the Healthcare Industry." Marketo Marketing Blog, Marketo, Inc., 27 Nov. 2013, blog.marketo.com/2013/11/should-hospitals-be-on-facebook-social-media-marketing-for-the-healthcare-industry.html. Accessed 13 Feb. 2017.  Mortimer, Tina. "5 Old-school Healthcare Marketing Techniques That Still Work." Bluespire Marketing, 2 Aug. 2016, bluespiremarketing.com/blog/August-2016/5-old-school-healthcare-marketing-techniques. Accessed 13 Feb. 2017.  Ottenhoff, Mollie. "Infographic: Rising Use of Social and Mobile in Healthcare." The Spark Report, 17 Dec. 2017, thesparkreport.com/infographic-social- mobile-healthcare/. Accessed 13 Feb. 2017.  Palmer, Eleanor. "3 Ways That Traditional and Digital Marketing Work Together." EnVeritas Group, 13 Mar. 2015, enveritasgroup.com/campfire/3-ways- that-traditional-and-digital-marketing-work-together/. Accessed 15 Feb. 2017.
  32. 32. Works Cited  "Posting with Caution: The DO’s and DON’Ts of Social Media and HIPAA Compliance." Compliance Insider, Healthcare Compliance Pros, 7 Apr. 2015, www.healthcarecompliancepros.com/blog/posting-with-caution-the-dos-and-donts-of-social-media-and-hipaa-compliance-2/. Accessed 16 Feb. 2017.  PwC. "Social media “likes” healthcare: From marketing to social business." PwC Health Industries Redirect, Apr. 2012, pwchealth.com/cgi- local/hregister.cgi/reg/health-care-social-media-report.pdf. Accessed 10 Feb. 2017.  Quinn, Kristen. "Top 20 Social Networks for Doctors and Healthcare Professionals." UpCity, 22 June 2016, upcity.com/blog/top-20-social- networks-for-doctors/. Accessed 13 Feb. 2017.  Rorer, Sara Simrall. "Social Media Compliance Challenges: From HIPAA to the NLRA." The American Health Lawyers Association, 2013, www.healthlawyers.org/Events/Programs/Materials/Documents/HHS13/Z_rorer.pdf. Accessed 16 Feb. 2017.  Sarro, Dave. "4 New Rules for Effective Hospital Marketing." Healthcare News & Insights, Healthcare Business & Technology, 15 Dec. 2015, www.healthcarebusinesstech.com/effective-hospital-marketing/. Accessed 16 Feb. 2017.  Schluter, Ben. "Patients Are Consumers Part II." Modea, 2 July 2015, www.modea.com/blog/posts/patients-are-consumers-part-ii. Accessed 10 Feb. 2017.  "Should Hospitals Be on Facebook? Social Media Marketing for the Healthcare Industry." Marketo Marketing Blog - Best Practices and Thought Leadership, blog.marketo.com/2013/11/should-hospitals-be-on-facebook-social-media-marketing-for-the-healthcare-industry.html.  Ventola, C. Lee. "Social Media and Health Care Professionals: Benefits, Risks, and Best Practices." PubMed Central (PMC), Pharmacy and Therapeutics, July 2014, www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/. Accessed 13 Feb. 2017.  Voightman, Sarah. "3 Ways The Affordable Care Act Will Change Healthcare Marketing • Content Equals Money." Content Equals Money, 8 Dec. 2015, contentequalsmoney.com/3-ways-the-affordable-care-act-will-change-healthcare-marketing/. Accessed 16 Feb. 2017.  Warren, Jimmy. "Integrating Email And Social Media Marketing For Hospitals." MARKETING YOUR HOSPITAL, 29 Dec. 2016, marketingyourhospital.com/category/hospital-marketing/social-media-for-hospitals-hospital-marketing/.  ---. "Traditional Advertising or Digital to Market Your Hospital? Yes!" MARKETING YOUR HOSPITAL, marketingyourhospital.com/2015/06/01/traditional-advertising-or-digital-to-market-your-hospital-yes/. Accessed 13 Feb. 2017.

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