Discussion of the roles of traditional and interactive media and how they can work together in integrated marketing communications.

1. From Interruption to Interaction
Using New Media and Your
Website to Win (and Win Over)
New Patients
1

2. Workshop Leaders
John Olson Sandra Mackey
School of Business and Executive Director of Marketing
Nonprofit Management Emory Healthcare
North Park University Atlanta, GA
Chicago, IL
Elizabeth Scott Dan Greenberger
Associate VP of Marketing Chief Innovation Officer
And e-Business GPS Creative Services
Norton Healthcare Chicago. IL
Louisville, KY
2

3. Learning Objectives
2. Develop a working understanding of the major new
media types that have been developed and are gaining
acceptance.
4. Understand the fundamental differences between new
media and old media.
3. Learn ideas for using the hospital website for two-way
communication and engagement with your patients
3

4. Today’s Agenda
• Review of Marketing Communication Models
– How does new media change them?
• Review of New Media Types
• A Case Study in Engagement - Emory
Healthcare
• A Case Study in Interaction - Norton Healthcare
• Workshop in Generating New Media Ideas
4

5. A New Media Model of
Advertising
John Olson
Adjunct Professor
School of Business and
Nonprofit Management
North Park University, Chicago
5

6. The Consumer’s Journey
Attraction
Consideration
Conversion
Retention
Source: MeMetrics, Inc. 6

7. The Consumer’s Journey
Attraction Awareness, interest
Consideration
Conversion
Retention
7

8. The Consumer’s Journey
Attraction
Consideration Gather & process info
Conversion
Retention
8

9. The Consumer’s Journey
Attraction
Consideration
Conversion Buy the product or service
Retention
9

10. The Consumer’s Journey
Attraction
Consideration
Conversion
Retention Repeat purchase
10

11. Interruption
• Advertising interrupts program or print
content with unsolicited messages
– Audience is attracted by program and
editorial content, not advertising
• With some exceptions – mostly in print
• Messages typically are short and one-
way from advertiser to consumer.
11

12. Is Interruption Bad?
• It’s most annoying to the audience when
the message is irrelevant or old news
– Receiver is not in the target
– Receiver has seen the ad/commercial
before
• Interruptive is frequently necessary to
begin the process of attracting patients
or to provide reminder messages
12

13. Interruption & Interaction
• Intrusive Media (TV, radio, outdoor, print)
– Top-of Mind Awareness Building
• Build over time
• Bring a brand into the consumer circle of
consideration for future needs.
– Recency
• Schedule messages so they will speak to an
immediate need and spark an immediate
response.
13

14. Interruption & Interaction
• Interactive (Online/Digital)
– Two-way discussion
– Frequently initiated by consumers seeking
information to help make a major purchase
or decision.
– Messages can be of any length.
– Usually designed to answer an immediate
need and to stimulate an immediate
response.
14

15. Relevance to Hospital
Advertising
• Two types of hospital consumers
– Those who resist receiving hospital
communications
• Healthy people who don’t anticipate problems or
needs
– Those actively seeking information for specific
health concerns
• Interest or need is frequently caused by an event –
diagnosis or injury
15

16. Relevance to Hospital
Advertising
• Resisters
– Interruptive and intrusive media may be useful to get
their attention
– Message content should focus on emotional
connections rather than rational arguments
• Seekers
– Desire in-depth information.
– Interactive media allow the consumer to ask
questions and drill down for more information
– Challenge is to get seekers to come to you
16

17. Overview of new media types
• New interruptive media. Media in new
and unexpected places.
– Ambient (place-based) media.
• Ads on ATMs, gas station pumps, prescription
envelopes, baby strollers
• Video networks. Aired on monitors in places like
doctor’s offices, retail stores, bars/restaurants,
taxicabs, elevators, airports, other public places
• Digital media (exterior signs, in-store)
17

18. Examples of ambient media
Coffee cups and sleeves, Baby strollers
Prescription bags 18

19. Examples of ambient media
Physicians’ offices: Dog jacket advertising
Exam table paper,
tissue boxes, brochures, sampling
19

20. Example of video networks
20

21. Ambient media: advantages
• More precise targeting:
– Geographic
• Place-based advertising focused on service area
– Product or service usage
• Reaches consumers with a particular need, such a
physician’s office for a specialty
– Timeliness
• Message received when consumer is considering
a purchase or decision
21

22. New interruptive media:
advantages
• Attention
– The unexpected nature of the medium may
help to draw attention to the message.
• Examples – baby stroller or dog jacket
advertising
22

23. Online is 3rd Largest Medium
Minutes/Adult Spent Yesterday With Media
300 265
250
200
150 125
85
100
50 29
16
0
TV Radio News. Online Mags.
SOURCE: 2006 Media
Comparison Study, Nielsen/TVB 23

24. Internet/Online Advertising
• Women and men nearly equally
70%
67%
65%
60%
All Adults Women Men
SOURCE: Pew Internet & American Life
Project 24

25. Internet/Online Advertising
• 67% of persons age 13+ use the web
84%
70% 67%
56%
42%
28%
14%
0%
P13+ 13-17 18-29 30-49 50-64 65+
SOURCE: Pew Internet & American Life
Project 25

26. Internet/Online Advertising
• HH income skews higher
98%
84%
70%
67%
56%
42%
28%
14%
0%
All <$30K $30- $50- $75K +
50K 75K
SOURCE: Pew Internet & American Life
Project 26

27. Internet/Online Advertising
• Higher educational levels
98%
84%
70% 67%
56%
42%
28%
14%
0%
All < HS HS Some Coll. College +
SOURCE: Pew Internet & American Life
Project 27

28. New Interactive Media: Online
• Types of Online Advertising
– Content targeting
• Sites with content related to your advertised
service
– Behavioral targeting
• Sites visited by readers whose web behavior
shows an interest in your type of service (they
visit sites with content related to your advertised
service
– Contextual targeting
• Links within editorial content related to your
advertised service
28

29. Content Targeting
29

30. Sponsored Content
30

31. Sponsored Content
31

32. Contextual Targeting
• Like sponsored content, ads and links that
appear in content related to your
advertising message
• Difference is that proprietary technology
finds the content based on keywords – it is
not chosen in advance by the advertiser
• Content is constantly updated and
changing
32

33. Contextual targeting
33

34. Contextual targeting
34

35. Long-form Communications
• Video on demand distributed over
websites or cable TV
• Audio or video podcasting
• Provide detailed information on a particular
service lines or procedures for consumers
desiring it.
35

36. Websites
• Consumers can drill down for more
information
• Via email, discussion boards or online
chat, consumers can ask questions,
initiate a discussion
• Particularly applicable to healthcare
– Desire for info on major procedures
– Desire to gather information privately
36

37. Discussion Boards
37
http://www.meriter.com/living/discussion/

38. Discussion Boards
38

39. Discussion Boards
39

40. Consumer-generated Media
• Types
– Discussion boards: reader submissions remain
posted on a site for a time
– Listservs: emails shared among members of a
group
– Blogs (“web-logs”)
• Running commentary content posted by an individual
(blogger), readers can typically post responses and ask
questions
– Video (You-tube)
– Wikis
40

41. Listservs
41

42. Blogs
42
http://www.thehealthcareblog.com/

43. Blogs
43

44. List of Medical Wikis
http://davidrothman.net/list-of-medical-wikis/ 44

45. User-generated video
45

46. Wikis
46
http://diabetes.wikia.com/wiki/Diabetes_Wiki

47. Consumer-generated Media:
Advantages
• The marketer can hear what customers
and prospects are saying and join in the
conversation
– Important to identify the organization –
flacks or shills are quickly recognized and
discredited
– Factual information, especially in response
to questions, is generally welcomed
47

48. Search Engine Marketing
• Internet searches are an established part
of our routines
– 213,000,000 searches performed each day
• (March, 2006, Source: Comscore)
• Searches can account for 25-50% of a
web site’s traffic
• Two major ways to increase your website
visits
48

49. Search Engine Marketing
• Search engine optimization
– Managing the content of your website for
higher rankings in natural and paid search
results
– Variables that affect search rankings include:
• Presence of key words in text (not pictures)
• Title pages
• Incoming links from other relevant sites
• Outbound links
49

50. Organic and Paid Search
50

51. Organic and Paid Search
51

52. Website Content Influences
Organic Search Results
52

53. Search Engine Marketing
• Paid search advertising
– Inexpensive, targeted way to reach
consumers actively looking for information on
services you offer
– Pay-per-click based on search terms,
advertiser “bids” an amount. Higher bidders
get listed higher in search results
53

54. Paid Search
54

55. Mobile Telephone Advertising
• Permission-based campaigns
– Can give consumers requested reminders
by text message.
– Could support classes or events.
55

56. Roles of Media Types in the
Consumer’s Journey
Mass media, ambient, direct
Attraction
mail, PR, search & web, online
Consideration
Conversion
Retention
56

57. Roles of Media Types in the
Consumer’s Journey
Attraction
Mass, direct mail, web, cons.-
Consideration generated, brochures, online,,
PR, long-form, e-mail
Conversion
Retention
57

58. Roles of Media Types in the
Consumer’s Journey
Attraction
Consideration
Cons.-generated, brochures,
Conversion long-form, recommendations
Retention
58

59. Roles of Media Types in the
Consumer’s Journey
Attraction
Consideration
Conversion
Mass, website, direct, email,
Retention mobile phone
59

60. Roles of Media Types in the
Consumer’s Journey
Interruptive Interactive
Attraction More Less
Consideration
Conversion
Retention Less More
60

61. Planning Your Mix
• What are your goals? Match the tactics to
your goals:
– The farther in the journey from attraction to
retention, interactive is likely to be more
important
• At any point in time, you have prospects at
different stages of the journey and you’ll
need a mix of interruptive and interactive
tactics
61

62. Planning Your Mix
• How “mass” is your target?
– The more mass the target, the more efficient
is mass media
• Mass media may not be efficient even for attraction
of small segments – specialized
services/procedures
62

63. Discussion
• What media might we use for a
– Branding campaign?
– Service line?
– Health club?
– Wellness programs?
63

64. Case History
• Swedish Covenant Hospital, Chicago
• Independent, nonprofit hospital serving
Chicago’s north and northwest sides
64

65. Swedish Covenant Hospital
• Academic and community hospital
• Comprehensive range of medical
programs, including cancer, cardiac,
surgical, women's health and emergency
services
• Need to position itself in relation to other
academic & community hospitals in
Chicago area
65

66. Swedish Covenant Hospital
• Chicago's only member of Planetree, an
organization that develops and
implements guidelines for patient-centered
care.
• Out of the 5,000 US hospitals, only 125
have committed fully to the Planetree
philosophy of treating the whole patient—
body, mind and spirit.
66

67. “What Makes You Feel Better?”
• Branding campaign that focuses on
Swedish’s holistic approach to patient care
• Point of difference vs. other hospitals in
area
• Appeals to resisters and seekers
– Largely emotional appeal
– Focuses on everyday health in a unique way
67

68. “What Makes You Feel Better?”
• Campaign used a wide range of media –
both old and new
• Mass media to attract
• Interactive media to engage consumers
and move them to consideration
68

69. “What Makes You Feel Better?”
• Media used to attract:
– Mass transit trains and buses on the routes
serving Swedish’s service area
• Painted/wrapped cars
• Interior cards – each car had 4-5 different ads,
each suggesting a different thing that makes you
feel better (pets, exercise, play)
• An ad on the ceiling created a mock skylight with a
sunny, blue sky
69

70. “What Makes You Feel Better?”
• Mass transit ads
– Interior ads also invited readers to text message with
their favorite healing thing
– A text message reply invited consumer to visit a
campaign web site
• Newspaper
– Insert with “healing” idea stickers attached by elastic
band around Chicago Tribune (targeted to service
area)
• Out-of-home ads
– Ads on train platforms and bus shelters along lines
serving hospital’s service area
70

71. 71

72. 72

73. 73

74. “What Makes You Feel Better?”
• Campaign Website
– Offers more information on things that make people
feel better, and ways they use that approach in
healing at Swedish Covenant
– Viewers can submit a photo of something that makes
them feel better, I wanted to get their e-newsletter
and where I heard about the campaign
– Viewers can opt-in to an e-newsletter and answer
survey on where they saw the campaign
74

75. 75

76. 76

77. 77

78. 78

79. 79

80. 80