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Presentación plan usp (ing)

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Presentación plan usp (ing)

  1. 1. Online Communication Plan PRESENTATION FOR MANAGEMENT TEAM 18 de octubre de 2010
  2. 2. PATIENTS TURN TO ONLINE CONSULTATION ON THE WEBSITE According to INE (2010), a 80% of Internet Users look for health information on search engines
  3. 3. THAT’S WHY BEST HOSPITALS HAVE ALREADY PROVIDE CONSULTATION AND TREATMENT ON THE WEB Mayo Clinic is a model of good practice for MK and Online Communication in the hospital sector
  4. 4. WE ALREADY CONSIDER INTERNET AS STRATEGIC USP Hospitales is committed to lead the online market of the hospital sector in Spain
  5. 5. BUT WE MUST SOLVE ONLINE REPUTATION DISADVANTAGE USP Hospitales is not positioning with an advantage in any environment, community or valoration on Internet.
  6. 6. IF WE WANT TO GAIN BUSINESS THROUGH THE NETWORK USP Hospitales needs to promote an increasing interaction with their prospective clients on Internet.
  7. 7. LET’S PUT INTO PRACTICE THIS ONLINE COMMUNICATION PLAN
  8. 8. LET US DEFINE OUR POSITIONING STRATEGY 1º Let’s bet on associating the brand USP Hospitales with the healthcare quality value as a priority. Business Efficiency Medical Innovation Healthcare Quality Social Responsibility Professional Development Indefinite
  9. 9. DEFINAMOS NUESTRO POSICIONAMIENTO EN LA RED Concentrate ourselves in interacting with users (especially), journalists and health professionals LET US DEFINE OUR POSITIONING STRATEGY 1º users citizens employee journalist corporate profesional
  10. 10. DEFINAMOS NUESTRO POSICIONAMIENTO EN LA RED Concentrémonos en interactuar con nuestros usuarios (sobre todo), periodistas y profesionales del sector DEFINAMOS NUESTRA ESTRATEGIA DE POSICIONAMIENTO 1º
  11. 11. Develop ourselves three strategic lines of action: public, contents and measurable objectives LET US DEFINE OUR POSITIONING STRATEGY 1º
  12. 12. Just like that, we will successfully boost visibility and polarity of USP Hospitales on Internet LET US DEFINE OUR POSITIONING STRATEGY 1º
  13. 13. LET US DEFINE OUR POSITIONING STRATEGY 1º PROXIMITY (human and espatial) DOCTORS Interaction Protagonists HOSPITALS Axis of the browsing/Navigation ADVICE Multimedia Contents
  14. 14. LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS 2º ¿HOSPITALES?, ¿MÉDICOS? ¿CONSULTAS?
  15. 15. LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS 2º Present ourselves the key terms of search as main sections of the web navigation tree
  16. 16. LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS 2º
  17. 17. Medical Blogs on theWeb to generate health care contacts with existing clients and prospective customers LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS 2º
  18. 18. LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS 2º Press Room with press Releases 2.0 to spread on online media and, also, on blogs and social networks.
  19. 19. LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS 2º Control of online channels in all Networks under the guidance of strategic lines of action
  20. 20. LET’S ORGANIZE OUR PROCESS OF ONLINE MK 3º Distribution of tasks and responsibilities to the updating of the new assets and online channels
  21. 21. Management Process of the interactions and online contents of USP Hospitales LET’S ORGANIZE OUR PROCESS OF ONLINE MK 3º 1) PILAR VILLARINO; 2) DOLORS MARCO; 3 y 4) MÓNICA COSTA
  22. 22. Alerting Protocol to minimize threats of reputation in the Online Communication ORGANICEMOS NUESTROS PROCESOS DE MK ONLINE 3º
  23. 23. TO GAIN BUSINESS THROUGH INTERNET USP Hospitales needs to start up this Online Communication Plan

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