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Medical Marketing: What Every Doctor Needs to Know About Personal Branding — 2019 and beyond

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Presented at the Osaka Endocrinology Conference: October 2018

Medical Marketing: What Every Doctor Needs to Know About Personal Branding — 2019 and beyond

Medical marketing is rapidly changing → the digital landscape allows physicians to manage reputation, build authenticity, promote their practice, connect with patients, mitigate crisis, and list research and their publications.

In this case, branding isn’t necessarily about logos and taglines. Simply put, a physician’s brand is essentially equal to his or her reputation. What patients think about you, how well-known you are in your community, your online presence–that is your brand. More and more patients are turning to online sources to find a physician. They may look at your website, but they are also likely consulting online reviews and listings as well. Branding is more important than ever if you want to attract the attention of these patients, whether you are just starting out or are already an established physician.
During this session, the following topics will be covered:
1) Five steps to brand building
2) How to use digital tools and social
platforms
3) The danger of doing nothing
4) Case studies

Philip James
www.gcomm360.com
philip@gcomm360.com

#doctormarketing #medicalmarketing

Published in: Healthcare
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Medical Marketing: What Every Doctor Needs to Know About Personal Branding — 2019 and beyond

  1. 1. WHAT EVERY DOCTOR NEEDS TO KNOW ABOUT PERSONAL BRANDING: 2019 AND BEYOND PHILIP JAMES: GCOMM 360 WWW.GCOMM360.COM
  2. 2. WHAT ARE YOUR GOOGLE SEARCH RESULTS? SEARCH: ‘YOUR NAME’
  3. 3. 70 PERCENT OF AMERICANS SAY ONLINE RATINGS AND REVIEW SITES HAVE INFLUENCED THEIR DECISION WHEN SELECTING A PHYSICIAN. Binary Fountain Sept 2018
  4. 4. 51% OF AMERICANS SAY THEY SHARED THEIR PERSONAL HEALTHCARE EXPERIENCES VIA SOCIAL MEDIA AND ONLINE RATINGS AND REVIEW SITES. 70% increase from 2017 OnePoll — Sept 2018 ONLINE REPUTATION
  5. 5. 70% OF MILLENNIALS AGE 18 TO 34 REPORT THEY HAVE SHARED THEIR EXPERIENCES ABOUT A PHYSICIAN OR HOSPITAL ONLINE. OnePoll: Sept 2018
  6. 6. CONSUMERS ARE DRIVING THE CHANGE DISRUPTION ▸ 84% of those 18-34 would prefer a mobile- mediated consultation to an office visit, and there will be three million remotely- monitored patients by 2019. ▸ 95% of consumers demand online access to health records, says Accenture, driving cloud adoption and making software a “core competency” for medical companies.  ▸ Patients prefer online scheduling. ▸ Medical marketers must recognize the latest trends and consumer expectations and react accordingly → doctors must be authentic, available, transparent, and ahead of the latest digital trends.
  7. 7. “ALTHOUGH TRUST IN A BRAND HELPS DETERMINE WHERE CONSUMERS SHOP, THEY RELY HEAVILY ON OTHER PEOPLE’S OPINIONS WHEN DECIDING WHAT TO BUY.” PwC 2018: Global Consumer Insights CROWDSOURCE
  8. 8. "INCREASINGLY, DOCTORS WILL BE HUMBLED BY PATIENTS KNOWING SOMETHING THEY DON'T." Dr. Louise Davies The Dartmouth Institute PATIENT CROWDSOURCING
  9. 9. CASE STUDY: FACEBOOK REFERRALS DR. JAMES NETTERVILLE: VANDERBILT HEALTH ▸ Majority of referrals come from Facebook, not his hospital. ▸ Today, a doctor must build his/ her personal brand. ▸ Doctors must manage their online reputation. ▸ Interview on Doctor Thyroid received over 2,000 engagements on LinkedIn
  10. 10. WHERE ARE CONSUMERS FINDING REVIEWS ABOUT A NEW HEALTHCARE PROVIDER? MANY OF THEM VISIT THE PROVIDER’S OWN WEBSITE. Around 34% of consumers will visit a physician’s website to find reviews. Google comes in second with 29% of respondents. WebMD comes in third with 18%. Healthgrades slides into fourth place with 15%. Facebook rates fifth with 12%.
  11. 11. CASE STUDY: PERSONAL BRANDING DR. FABIÁN PITOIA: UNIVERSITY OF BUENOS AIRES ▸ Recognized as leading authority on thyroid cancer in Latin America ▸ 3,400 followers on Twitter ▸ 110,000 followers on Facebook ▸ Interview on Doctor Thyroid received over 20,000 downloads ▸ Facebook Live interview on Doctor Thyroid received over 8,600 views ▸ He is a patient favorite and engages with them online; authenticity and transparency
  12. 12. LEARNING TO BE BETTER COMMUNICATORS, AND TO BE BETTER AT — IN ESSENCE — CUSTOMER SERVICE IS NO SMALL TASK FOR PHYSICIANS. BUT IMPROVING THOSE SKILLS MIGHT ACTUALLY MAKE A DIFFERENCE IN WHETHER THEY ARE SUED.  NYT : June 2015 TRANSPARENCY AND AUTHENTICITY
  13. 13. CASE STUDY: THOUGHT LEADER ONLINE CAMPAIGNS DR. CARLOS SIMÓN DUQUE: MEDELLÍN, COLOMBIA ▸ Book author, Oh No, I Have Thyroid Cancer ▸ The is the era of self-publishing ▸ Build your brand quickly and with less expense ▸ Digital marketing has replaced advertising ▸ Traditional barriers to entry have been removed ▸ He provides patients with his WhatsApp ▸ He engages with patients by participating in thyroid cancer Facebook Groups
  14. 14. BE A THOUGHT LEADER CONTRIBUTE ONLINE
  15. 15. NEXT STEPS
  16. 16. #1 IMMEDIATE START TODAY ▸ LinkedIn → build your profile ▸ Web Site → do not wait ▸ Make a good photo available → hi-resolution ▸ Integrate social: Facebook, Instagram, Twitter, LinkedIn ▸ Make your web site mobile friendly and user-friendly ▸ Demonstrate authenticity and transparency ▸ Identify your market differentiator
  17. 17. SHORT TERM STRONGLY CONSIDER ▸ Audience engagement: Facebook Live and Facebook groups ▸ Monthly posts to web site and Facebook ▸ Update online directories - claim your listings ▸ Measure your web site traffic → Google analytics ▸ Use the services of a marketing professional ▸ Identify your objectives and budget ▸ Shift paradigm → marketing as ROI, not as a cost ▸ Be aware of analysis paralysis → start now, do not wait.
  18. 18. 30 minute complimentary marketing consultation with Philip James for medical professionals email: philip@gcomm360.com
  19. 19. GCOMM360.COM philip@gcomm360.com Medical marketing Doctor branding Web site design Social media integration LinkedIn profile building Blog writing Medical podcast production Contact us today!
  20. 20. GCOMM360.COM philip@gcomm360.com Are you a healthcare organization or university hospital? Book Philip James to conduct an onsite workshop at your location. Attendees receive: Same day LinkedIn profile building and publishing Professional photo Social media setup and integration Instruction on taking advantage of latest digital tools Doctor case studies of those using digital to boost practice, build personal brand, and create authenticity Contact us today!
  21. 21. 70 percent of Americans say online ratings and review sites have influenced their decision when selecting a physician. Binary Fountain Unveils Results of Second Annual “Healthcare Consumer Insight & Digital Engagement” Survey — Sept 2018 51% of Americans say they shared their personal healthcare experiences via social media and online ratings and review sites. Healthcare Consumer Insight & Digital Engagement” survey was conducted by OnePoll 70% of millennials age 18 to 34 report they have shared their experiences about a physician or hospital online. Healthcare Consumer Insight & Digital Engagement” survey was conducted by OnePoll “Although trust in the brand plays a strong role in determining where consumers shop, they rely heavily on other people’s opinions to decide what to buy.” PwC 2018: Global Consumer Insights Survey 2018 Whom do consumers really trust? Dr. James Netterville: Vanderbilt Health To Be Sued Less, Doctors Should Consider Talking to Patients More NYT: June 2015 Thyroid cancer web sites fail patients Dr. Rashika Banal Fabian Pitoia web site

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