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How to develop a patient-centric marketing campaign - Private Healthcare Summit 2019
- 1. Developing a patient-centric social media campaign Private Healthcare Summit 2019 Online marketing workshop
- 2. Oliver Capel Director, Medico Digital ollie@medicodigital.co.uk @Medico_Digital
- 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
- 7. “The process of designing a service or solution around the patient” WHAT IS PATIENT CENTRICITY?
- 8. WHERE ARE YOUR PATIENTS?
- 9. THE PATIENT-CENTRIC PATHWAY LISTEN DEFINE CRAFT SERVE FEEDBACK
- 10. UNDERSTAND YOUR AUDIENCE Monitor your brand's social media channels for: • customer feedback • direct mentions • discussions regarding specific keywords, topics, competitors, or industries
- 11. LISTEN TO YOUR PATIENTSSTEP 1 • What questions are patients asking? • Where are they asking them?
- 12. 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?
- 13. 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
- 14. 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.
- 15. EXAMPLE: PARTIAL KNEE REPLACEMENT Vs “You can’t replace the moments you miss” “Get back to doing what you love”
- 18. PAID ADVERTISING Custom audiences Lookalike audiences Website custom audiences Facebook exchange
- 19. SEQUENTIAL MESSAGING ATTENTION INTEREST DESIRE ACTION
- 23. SUMMARY Gaining new patients by meeting them on their preferred social channels and providing relevant, empathetic content to enrich their healthcare experience
- 24. Questions?
Editor's Notes
- 41% of patients say social media affect their choice of doctor
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- The truth is you’re trying to find value points in a process – whether it’s writing a protocol, designing a marketing campaign –where you really should get patient insight, input, and connection.
- More than three-quarters of UK internet users (77%) had a profile or account on a social media or messaging site or app in 2018, unchanged since 2016. Facebook was still the most-visited social media platform, reaching 41 million internet users aged 13+, or 90% of the UK internet audience. However, Facebook has begun to see a downward trend in the number of under-35s accessing the platform. The number of 18-24s fell by 4% in the year to March 2018; in contrast, visitors among the over-54s grew by 24% (2.2 million people) in the same period. Snapchat and Facebook-owned Instagram are increasingly seeing more online audiences accessing their platforms, with 22.7 million adults visiting Snapchat in March 2018, just behind Instagram at 23.1 million. However, Snapchat had much larger year-on-year growth than Instagram (122% vs. 22%). Much of this growth has been driven by the increased penetration of 25+ adults; in October 2017, for the first time, more 25-34s than 18-24s accessed Snapchat in the UK
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- Social listening is the monitoring of your brand's social media channels for any customer feedback and direct mentions of your brand or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to gain insights and act on those opportunities.
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- Public health use: https://www.forbes.com/sites/andrewarnold/2018/06/05/can-social-media-have-a-positive-impact-on-global-healthcare/#250c350f18a0
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