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How to develop a patient-centric marketing campaign - Private Healthcare Summit 2019

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Oliver Capel, Managing Director of Medico Digital, a specialist digital marketing agency for the healthcare sector, recently spoke at the 2019 Private Healthcare Summit in London where he shared his insights into developing a patient-centric social media marketing campaign.

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How to develop a patient-centric marketing campaign - Private Healthcare Summit 2019

  1. 1. Developing a patient-centric social media campaign Private Healthcare Summit 2019 Online marketing workshop
  2. 2. Oliver Capel Director, Medico Digital ollie@medicodigital.co.uk @Medico_Digital
  3. 3. PATIENT BEHAVIOUR IS CHANGING 2.2 hours / day time spent on social networking channels 90% 18 – 24 year olds trust medical info shared on social media 1 third Of the earth’s population active on social media by 2021 40% Say social media affects the way they deal with their health
  4. 4. ONLINE CUSTOMER EXPERIENCE
  5. 5. DOES IT WORK?
  6. 6. “The process of designing a service or solution around the patient” WHAT IS PATIENT CENTRICITY?
  7. 7. WHERE ARE YOUR PATIENTS?
  8. 8. THE PATIENT-CENTRIC PATHWAY LISTEN DEFINE CRAFT SERVE FEEDBACK
  9. 9. UNDERSTAND YOUR AUDIENCE Monitor your brand's social media channels for: • customer feedback • direct mentions • discussions regarding specific keywords, topics, competitors, or industries
  10. 10. LISTEN TO YOUR PATIENTSSTEP 1 • What questions are patients asking? • Where are they asking them?
  11. 11. DEVELOP PATIENT PERSONASSTEP 2 > Goals What do they hope to get from being treated at your clinic? > Demographics Age, gender, location etc. > Hobbies & interests What do they enjoy doing? > Challenges & pain points What are they struggling with? What emotions are they feeling? > Sources of information Where do they frequent online? What online resources do they use to answer health questions?
  12. 12. JON - KNEE REPLACEMENT PATIENT - Male, 55 years old - Married with 3 children - Lives in Surrey, Kent - Sports enthusiast, loves running and rugby - Works in recruitment, fairly high affluence - Wants to get back to playing sport - Tends to use phone to browse the net - Occasionally uses social media to connect with friends and family EXAMPLE: PATIENT PERSONA
  13. 13. STEP 3 • Who are you talking to? • Why will they care? • What are you going to say that matters to them? CRAFT PERSONALISED MESSAGES Don’t tell patients why you’re so great Emphasize what you can do for them, how you can give them what they want.
  14. 14. EXAMPLE: PARTIAL KNEE REPLACEMENT Vs “You can’t replace the moments you miss” “Get back to doing what you love”
  15. 15. Relinquish control
  16. 16. SERVE CONTENTSTEP 4
  17. 17. PAID ADVERTISING Custom audiences Lookalike audiences Website custom audiences Facebook exchange
  18. 18. SEQUENTIAL MESSAGING ATTENTION INTEREST DESIRE ACTION
  19. 19. SHARE FEEDBACKSTEP 5
  20. 20. SEEK FEEDBACKSTEP 5
  21. 21. PATIENT CENTRED-CARE
  22. 22. SUMMARY Gaining new patients by meeting them on their preferred social channels and providing relevant, empathetic content to enrich their healthcare experience
  23. 23. Questions?

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