Webinar: Build Your Referrals: Attract and Empower Consumers With an Integrated Media Approach


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Healthcare engagement may seem complex at times, as marketers consider a myriad of online and offline strategies that can increase service line referrals and market share. While some patients seek information to help them understand their condition and treatment, others are faced with self-selecting from multiple procedures to treat a condition. What digital strategies work best to attract information seekers and empower decision-makers to action? How can an integrated marketing plan be expanded to include digital solutions?

We’ll explore how your institution can increase its reach with a balanced and cost-saving media mix that yields measurable and long-term engagement results.

Attendees of this webinar will learn:
1. How health information consumption is trending across delivery channels
2. How self-referring patients are seeking information
3. What tactics can be used to create a balanced media mix
4. About results and outcomes from specific campaigns using those tactics

Published in: Health & Medicine, Business
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  • Update with healthcare clients
  • Increase from 86.9 mil in June 2008 TO 139.1 mill in June 2011Of internet user who seek health information online…48% conduct search on behalf ofanother person36% conduct search on behalf of themselves11% conduct search for boththemselves and someone else.
  • Despite significant growth in internet usage, traditional marketing channels have maintained a presence in the lives of Americans. TV advertising and program promotions reach 85% of adults daily, and viewers typically see 26 advertising or promotional breaks —  accounting for 73 minutes — each day. The Video Consumer Mapping (VCM) study sponsored by the Council for Research Excellence 
  • Common agenda both online and offline = Social interaction; whether offline or online.This is why the patient experience should drive health services promotion.
  • Add visual of value-based system of care
  • Add visual of consumer touch points
  • Leverage cost-effect media to improve access + increase profitability Allows for quick changes/improvements
  • Will become increasingly difficult to sustain as health consumers behaviors are motivated by changing factors that are unpredictableRefine that gap where we improve engagement by tailoring our media mix to work together.
  • -Will become increasingly difficult to sustain as health consumers behaviors are motivated by changing factors that are unpredictable-Innovation in strategy and operations as opposed to money, plans, budgets, or schedules - drives growthSource: http://www.allbusiness.com/business-planning/605806-1.html#ixzz1ZsLkocu9Consumer at every angle:Product/Promotion – product through the consumer’s eyes; engagement filter-consumer behavior; select media – based on consumer level of response (short-term) as well as as reach (long-term); measure roi – based on response and reach
  • Can be developed to support a larger branding effort without committing the media budget required for a larger branding strategyFlexibility to apply digital solutions that may not work for every service
  • Service line focus for acute patient-centered services continues to be an effective way to engage bothconsumer and physician customers, and manage costs and outcomes. Our assessment of the approach toservice lines is that hospitals structure a service line around an integrated set of services that cross overmultiple departments. The primary benefits of service lines are increased profit and productivity whiledelivering an improved quality of care and increased patient satisfaction. Many hospitals with service lineshave administrative directors or vice presidents and clinical directors. Service line assessment interviewsshow that the key benefits are achieving both operational efficiency and accountability for all aspects ofthe service line including patient satisfaction, clinical outcomes, and financial performance. The mostsuccessful services lines are led by Cardiovascular, Orthopedics, and Oncology, as shown in Figure 3.These three services lines are also the most successful in the Thomson Reuters service line assessmentinterviews with hospitals and health systems.
  • Can be developed to support a larger branding effort without committing the media budget required for a larger branding strategyFlexibility to apply digital solutions that may not work for every service
  • Traditional Health ServicesTypically seeks care through PCP Rarely questions treatment or medications prescribed by PCPSelf-Directed Health ServicesUsually questions physician recommended treatmentHave brand preference for medicationsPrefer to be very active in their careInterest in health improvement and cost saving
  • Media mix balanced right to capture patient at the right time Some solutions are triggers while others built for immediate action
  • Digital world is entry point for many HC organizations and will become increasingly so moving forward.What c-suite will care about is how the overall digital ecosystem supports the market share that your organization has captured.Communicating this when you address ROI is equally important moving forward
  • New Media plans start out ineffective and take little time to create (i.e. setting up a blog or Facebook page). Over time, asknowledge increases, and more time is spent shaping the plan (i.e. advertising, search engine optimization), it becomesmore ineffective and more costly (i.e. social media buys).Simultaneously, Traditional Media plans start out ineffective, but take more time and cost to create (i.e. producing acommercial or print ad, then placing it). Over time, as knowledge increases, and more time is spent shaping the plan(i.e. determining appropriate placement with the greatest returns), it becomes more ineffective and less costly(i.e. learning curve theory, production costs remain relatively constant).Once an organization has effective New Media and Traditional Media plans, the two intersect creating the optimalmedia mix. It is at this magical point effectiveness increases without additional time and cost, and the boost is viral.
  • Source: Obesity Surgery Journal
  • Used for general awareness but as traction with search ramped up, this became an expensive route with inability to accurately track.
  • Integration of digital in key areas of the process: registration and confirmation (search driven and online), information (call center) and support (facebook)
  • Optimization of search campaigns
  • Optimization of contentOnline registration allows for measurement from keyword all the way to becoming a patient.
  • Webinar: Build Your Referrals: Attract and Empower Consumers With an Integrated Media Approach

    1. 1. Build Your Referrals:<br />Attract and Empower Consumers <br />with an Integrated Media Approach<br />#EMGWebinar<br />Presented by: Camille Strickland<br />10/5/2011<br />
    2. 2. Welcome!<br />About EMG Webinars<br /><ul><li> Short Q&A session will occur at end of presentation
    3. 3. Webinar presentation will be recorded
    4. 4. Links to be sent to attendees</li></ul>Presentation posted to EMG Knowledge Center<br />
    5. 5. About EMG & Core Competencies<br /><ul><li>Full-service digital marketing and communications agency
    6. 6. Headquartered in Los Angeles, CA
    7. 7. Established in 1999
    8. 8. Clients Diversity Includes: </li></li></ul><li>About EMG & Core Competencies<br />Strategy<br />Media<br />Plans brand stories and experiences that engage consumers in relevant, meaningful ways<br />Plans propagation of brand stories and experiences through owned, paid, earned and shared media <br />Creative<br />Technology<br />Translates brand stories and experiences to visual identity and concepts<br />Discovers new methods of consumer engagement utilizing technology<br />
    9. 9. Presenter Introduction <br />Background in healthcare marketing, communications and strategic planning<br />SME in impact of technology and marketing on health consumer behavior<br />Partners with healthcare clients to develop and define key strategies for integrated branding and growth<br />Camille Strickland, Healthcare Client Service Director, EMG<br />
    10. 10. Key Take Aways<br />How health consumers seek information offline and online<br />Common characteristic of all health consumers<br />Low-risk, high flexibility approach to integrated media<br />
    11. 11. Health Information - Online<br />Internet usage has increase BUT…<br /> Online visits to health sites has grown by 60% in just the past three years <br />2 out of every 3 American’s seek out health information online monthly<br />
    12. 12. Health Information - Offline<br />Health consumers seek information, care and support offline in the following ways:<br />71% from health professional<br />55% from friends and family<br />21% from others with similar conditions<br />Source: Pew Research Center’s Internet & American Life Project, 2010<br />
    13. 13. Trend in Media<br />Advertising by U.S. hospitals, clinics and medical centers up by 20.4% in first six months of 2011.<br />WHY?<br />Source: Kantar Media, 2011<br />
    14. 14. The Opportunity: Attract and Empower<br />Healthcare consumers choose to engage based on personal experiences with a system of care – both theirs or those they know.<br />Desire to Learn<br />Desire to Connect<br />Attract<br />Empower<br />Desire to Share<br />
    15. 15. Healthcare Marketing Integration is about… <br />The shifting role of healthcare organizations<br />Making the best impression directly and indirectly<br />Leveraging cost-effective tactics<br />Source: FF3300<br />
    16. 16. Healthcare Marketing Integration is about… <br />The shifting role of healthcare organizations<br />Making the best impression directly and indirectly<br />Leveraging cost-effective tactics<br />Graphic by Brian Solis (Jess3)<br />
    17. 17. Healthcare Marketing Integration is about… <br />The shifting role of healthcare organizations<br />Making the right impression directly and indirectly<br />Leveraging cost-effective tactics<br />
    18. 18. Approaching Integrated Media<br />
    19. 19. Traditional Approach <br />Marketing Mix<br />Product<br />Price<br />Placement <br />Promotion<br />Media Mix<br />Print<br />Television<br />Radio<br />Internet<br />Measure<br />Market Share<br />IP/OP Visits<br />Consumer Awareness<br />CPC/CPL<br />Gap<br />An attempt to define “what’s working” by measuring promotion vs. engagement (reach metrics) <br />
    20. 20. Integrated Approach <br />Healthcare Consumer<br /><ul><li>Shift to focus on how consumers make health care decisions
    21. 21. Align media solutions and measurement based on engagement goals</li></li></ul><li>Tactical Approach: Select Service Lines <br />Step #1: Services line approach can support larger branding effort with lower risk.<br /><ul><li>Service line should have access, managed funnel and profitability.</li></li></ul><li>Service Line Focus<br />Rationale<br /><ul><li> Low-risk, increased flexibility
    22. 22. Granular approach to measuring impact
    23. 23. Of the 74% adults who use the internet, 59% look for information about disease and treatment specific topics.</li></ul>Source: Thomson Reuters Service Line Research 2010<br />
    24. 24. Requirements for Service Line Focus<br />Real Impact on Revenue Cycle<br />Access <br /><ul><li>The right information
    25. 25. An informed team
    26. 26. Required care</li></ul>Profitability<br /><ul><li>Is there market potential for utilization?
    27. 27. Can the revenue margin be calculated?</li></ul>Managed Funnel<br /><ul><li>Accountability
    28. 28. Experience Ownership</li></ul>Risks associated with lack of requirements:<br /><ul><li>Disconnect for consumer between online access and health care access
    29. 29. Missing opportunity to set expectations with the consumer</li></li></ul><li>Tactical Approach: Define Consumers<br />Step #2: Define consumer characteristics and behaviors by service line <br /><ul><li>Understand, define, correlate online and offline behaviors and attitudes</li></ul>Rationale<br /><ul><li> In line with industry best practice of keeping the patient at the center
    30. 30. In line with what marketers already know – 80% believe insight into consumer’s digital behavior will be increasingly important</li></ul>Sources: Marketing & Media Ecosystem 2010 survey<br />
    31. 31. Health Consumer Segments<br />Source: © Deloitte LLP. All rights reserved.<br />
    32. 32. Digital Marketing Strategy Snapshot<br />
    33. 33. Tactical Approach: Filter for Engagement<br />Step #3: Deep dive for opportunities to increase engagement<br /><ul><li>First opportunity to identify and fill gaps in messaging and roadblocks in referral process </li></ul>Sources: Marketing & Media Ecosystem 2010 survey and Booz & Company analysis<br />
    34. 34. Tactical Approach: Assess and Measure<br />Step #4: Expand view of measurement to include both response and reach<br /><ul><li>Can reveal opportunities for long-term, sustainable impact that can be enabled or driven through digital</li></ul>Rationale<br /><ul><li>Demographic market share and Digital ecosystem correlation </li></ul>Sources: PwC 2010<br />
    35. 35. Timeline<br />Measure & Assess<br />Filter for Engagement<br />Define Consumer<br />Select Service<br />Stuart Mease – Virginia Tech, 2011<br />
    36. 36. Mixing Paid and Earned Media<br />
    37. 37. Integrated Media In Action<br />
    38. 38. Metabolic & Bariatric Surgery Program<br />Procedures<br /><ul><li>Adjustable Gastric Banding
    39. 39. Gastric Bypass
    40. 40. Gastric Sleeve Surgery</li></ul>Refine Outreach and Process<br />Needs<br /><ul><li>Deliver accurate information
    41. 41. Bariatric COE Process
    42. 42. Increase Awareness AND Appointments</li></ul>Consumer Offline<br /><ul><li>Prior attempt at conventional methods
    43. 43. Symptoms of depression in nearly 50%
    44. 44. Emotional drivers</li></ul>Consumer Online<br /><ul><li>85% bariatric surgery patients searched online
    45. 45. 92% believe clinic should be available via email</li></li></ul><li>LLUMC – Metabolic & Bariatric Surgery Program<br />
    46. 46. LLUMC – Metabolic & Bariatric Surgery Program<br />Outdoor Boards<br />Other traditional media:<br />Direct Mail<br />Radio<br />Initially 62% of budget<br />Print advertising<br />
    47. 47. LLUMC – Metabolic & Bariatric Surgery Program<br />Integration of Digital Media<br />Confirmation Emails<br />Facebook <br />
    48. 48. LLUMC – Metabolic & Bariatric Surgery Program<br />Search Engine Marketing<br />
    49. 49. LLUMC – Metabolic & Bariatric Surgery Program<br />Online Registration<br />Search Engine Optimization<br />
    50. 50. LLUMC – Metabolic & Bariatric Surgery Program<br />Continual refinement in outreach and process means shift in where dollars are spent.<br />
    51. 51. Wrap Up<br />Plan to be flexible (agility)<br />Determine cross-over points of reach (paid, earned, shared)<br />Build in time to assess consumer behavior both online and offline (observation)<br />
    52. 52. Q & A<br />Thank You!<br />Contact us today to learn how EMG can apply its expertise in developing and implementing your institution’s persona to help you get started!Toll Free: (866) 62-EARTH<br />www.visitemghealth.com<br />FULL WEBINAR AVAILABLE TOMORROW AT:<br />Youtube.com/earthboundmediagroup<br />Earthboundmediagroup.com/emg/home/<br />knowledge-center/webinars.html<br />STAY CONNECTED WITH EMG:<br />Twitter.com/EMGtheAgency<br />Facebook.com/earthboundmediagroup<br />
    53. 53. Thank You For Your Time!<br /> Camille Strickland <br /> Healthcare Client Services Director <br />cstrickland@earthboundmediagroup.com<br /> 310.558.7314 <br />