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Patient Wise - Presentation - Updating Your Recruitment Strategy 2013


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Presentation from Annie Garvey (Director, Patient Outreach at PatientWise).

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Patient Wise - Presentation - Updating Your Recruitment Strategy 2013

  1. 1. Zero Moment of Truth: Finding Your Patients and Updating Your Patient Recruitment Strategy Presented by: Annie Garvey Director, Patient Outreach
  2. 2. Learning Objectives • Update your patient recruitment and marketing strategy • Understand who and where your patients are • Recognize the “Zero Moment of Truth” and how it affects patient recruitment • Begin to contribute to the conversation • Understand which metrics are most important
  3. 3. What is Zero Moment of Truth? Point in time where you grab your laptop/smartphone and start learning about a product or service that you’re thinking about trying or buying
  4. 4. What is Zero Moment of Truth?
  5. 5. Why Does Zero Moment of Truth Matter? • 70% of Americans say they look at product reviews before making a purchase1 • 79% of consumers now say they use a smartphone to help with shopping2 • 83% of moms say they do online research after seeing TV commercials for products that interest them3 1. “The New Info Shopper,” Penn, Schoen & Berland Associates, 2009 2. Google/Ipsos OTX MediaCT, “The Mobile Movement Study,” April 2011, N=5,000 3. BabyCenter Study on Google Search, Nov. 2009
  6. 6. Why Does Zero Moment of Truth Matter? • American households now spend as much time online as they do watching TV but in 2010 only 15% of media budgets were spent online1 • In 2011, average shopper used 10.4 sources, up from 5.3 sources in 20102 • 84% of shoppers say that ZMOT shapes their decisions2 1. 2. eMarketer, “U.S. Total Media and Online Ad Spending,” Nov. 2010 2. Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2011
  7. 7. What Does This All Mean? ZMOT is a new model and a new conversation that we all have to be a part of
  8. 8. Where are these “conversations?”
  9. 9. Understanding the Benefits of the Conversation 1. Positions your site as the subject matter expert 2. Builds audience trust through competency and consistency 3. Clinical research seen as a safe alternative 4. Leads to an increase in patients
  10. 10. Before You Join the Conversation 1. Update your website a. Clear “entrances” for Patients and Sponsors/CROs b. Organized copy c. Friendly/personable language 2. Add a blog/news page a. Helps with optimization 3. Set up social media accounts a. Even if there’s no plan, secure the name b. Create a master document with logins/passwords
  11. 11. ZMOT’s Affect on Patient Recruitment • M/F, 18-75, with [disease] is not a viable answer • Need a bit more creativity to target your audience
  12. 12. ZMOT’s Affect on Patient Recruitment • Truly paint the picture of your “ideal patient” • Male/female • Age • Lifestyle • Financial situation • Geographic radius • Daily activities
  13. 13. Meet Cheryl – ZMOT Style • • • • • • • • • • • Female 60 years old Diagnosed with T2D Loves bird watching Middle-class Eugene, OR Tries to walk and clean around the house Enjoys her monthly book club Valiant attempts to manage her health Facebook user to reconnect with college classmates Avid online user to research new recipes and crafts
  14. 14. Discussion: How Do We Engage Cheryl? • • • • • • • • Promotion of healthy recipes? Attending a health fair? Radio advertising? Local magazine/newspaper? Facebook Advertising? Google Ad Words? Bird watching groups? Referring physician program?
  15. 15. Polling Question: Social Media • How successful have your social media efforts been? • Awesome – we love social media! • Some success – we’re really not sure. • Ehhhhh – yeah, not that good. • We haven’t done anything/Not sure where to start.
  16. 16. Social Media Infographic 1. (data for January 2012 2. 9. Infographic from:
  17. 17. Social Media: Before You Start 1. Define your mission and purpose • Measure your results by likes, friends, etc. 2. Answer the question “why should I…” • Like you? Follow you? 3. Be realistic about your resources
  18. 18. Social Media: Best Practices • Be relevant • Be consistent • Use eye-catching images • Keep your posts short • Be educational
  19. 19. Social Media: How to Engage
  20. 20. Social Media: Here’s Who’s Doing it Well
  21. 21. Social Media: Not Going Well
  22. 22. Social Media: What You Can Do Right Now • Set up your social media accounts • Even if you don’t use them, take the username (Facebook page/place, Twitter, YouTube, Pinterest) • Baseline your “signs of life” • Start following, liking, friending, etc. to build network • Share and like: people are watching who is sharing and liking • Little bits of good content can bring high value
  23. 23. Social Media: Feeling Overwhelmed? • Think of ZMOT and social media like a new friendship • It takes time • Talk to people through social media like they are people • Even if you don’t use them, take the username • Showing the correlation between social media and patient recruitment is not exact • Start small but be consistent • Start following, liking, and friending Sponsors/CROs, referring clinics, patients, etc.
  24. 24. Track, Track, Track • Know what is and isn’t important • • Comments, likes, # of followers, shares, re-tweets Use the metrics to your advantage • Edit campaigns • Push for marketing dollars
  25. 25. Track, Track, Track
  26. 26. Track, Track, Track
  27. 27. Back to ZMOT
  28. 28. Resources • HubSpot’s Blog • Zero Moment of Truth Download
  29. 29. Questions & Answers Annie Garvey Director, Patient Outreach @PatientWise 608-664-9902