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Capstrat: Consumer Choice and the Impact on Communications
- 1. Three Steps to Marketing Like a Retailer #CapstratHC April 7, 2015
- 2. ACA Access to information Ability to shop Custom products Financial implications
- 5. 72% have searched online for health information
- 7. How do you build relationships? Define Engage Optimize
- 8. © 2014 Capstrat LLC All Rights Reserved Defining your target audiences
- 10. What do they think? What do they need and want? How do they behave?
- 11. Tailor a plan that fits your budget and infrastructure
- 12. Engage the stakeholders who shape your brand
- 13. © 2014 Capstrat LLC All Rights Reserved Large-scale approach
- 14. Develop an understanding from: CRM/database audit Website audit Competitive audit Media audit
- 15. Measure consumer attitudes through opinion polls and focus groups
- 18. © 2014 Capstrat LLC All Rights Reserved Small-scale approach
- 19. Your database is not just a database
- 21. A well-crafted search campaign can also target people searching for your services
- 25. © 2014 Capstrat LLC All Rights Reserved Engage your audiences
- 26. For each persona: Map the journey Plan the tactics Share the right content
- 27. © 2014 Capstrat LLC All Rights Reserved Map the journey
- 28. Connecting with consumers is a journey, not a destination
- 29. © 2014 Capstrat LLC All Rights Reserved Plan the tactics
- 30. Integrate communications tactics for maximum impact PAID OWNED EARNED
- 32. © 2014 Capstrat LLC All Rights Reserved Share the right content
- 33. …to the right people, at the right moment and in the right way
- 36. © 2014 Capstrat LLC All Rights Reserved Always be optimizing
- 37. Scale Measurement Google Analytics + Facebook Insights + Email platform analytics or CRM
- 39. Questions?
- 41. “Start from where you are.” Pema Chodron
Editor's Notes
- Welcome and thank you! We’ll be tweeting during the session at #CapstratHC. We’ll be talking a bit about the healthcare communications environment and what’s driving the need for a new approach. Most of our time will be spent talking about the 3 key steps you need to take to adapt to this new environment—to market healthcare like a retailer. Please ask your questions through the Chat Box, or tweet them to us, as we go.
- Start by poking fun at the worst of the ACA cliches. “The ACA has changed everything.” But that’s not the only driver of change: Better access to more comprehensive information online Customization of products and services—medicine is becoming increasingly more personalized Ability to shop for and evaluate healthcare plans Healthcare is still an investment. Increasing desire from consumers to be more active in the management of their health care. Each of these trends creates an opportunity for engagment.
- Strike the work “patients” from marketing vernacular. Healthcare providers must build relationships with consumers before they become patients. From National Research Corp. 2010 survey: 90% of consumers choose their provider based on reputation of the hospital 83% of consumers choose based on previous experience with that hospital Just as retailers need to build relationships with consumers to steward them to becoming customers. They steward the consumer from awareness to intent to desire to action.
- Forbes estimates that the average consumer is bombarded with 30K brand messages every day. Ensuring that your message resonates is not easy. How can you do it? You have to earn consumers’ interaction by: Personalizing your approach Building a relationship
- You do have an important advantage as healthcare marketers…most people are looking for you. 72% of online Americans have searched for healthcare information in the last year (Pew 2013)
- But, they’re looking in only a few places. 65% of those who search online use WebMD (National Research Corporation 2013) It is important to note that the % of people using social media to obtain healthcare information is smaller (22% as of 2012, w/FB the clear winner) but growing rapidly (National Research Corp 2013). So, right away you need to think about how important your website is to the future of your engagement with consumers.
- This hectic, competitive, ever-changing environment demands a focused strategy to building relationships. This strategy can be broken down into 3 steps: Define Engage Optimize
- You need to know EXACTLY to whom you are talking.
- Social media is a double-edged sword. It affords you many marketing advantages, as we’ll discuss. But, social media has also changed consumer’s expectations. Their expectation is that organizations will invest the time and effort to have conversations and build relationships with them. Consumers expect to have things their way in EVERY interaction. To build these relationships, you can’t afford to talk with everyone and you can’t afford to talk with people who are less likely to use your services. So gone is the marketing plan of targeting consumers by zip code.
- Consider the way Amazon personalizes online shopping or the way Google anticipates what content you’ll want to read based on your online habits. These revolutionary capabilities provide organizations with the ability to understand and connect with audiences in a more personal way that has never before been possible. The health care industry is no different. Before developing an effective communications strategy to strengthen consumer engagement, you must know where those audiences are coming from – what do they think? What do they need and want? How do they behave? This intimate understanding requires research.
- Specifically defining your audiences may seem daunting, but it’s not. It can be expensive but it doesn’t have to be. You can craft an effective plan regardless of your budget and regardless of the tools you already have in place. We’re going to walk you through an example of larger scale approach and a smaller scale approach.
- Regardless of scale, every organization has stakeholder groups that need to be engaged in the process of audience definition. These groups include: Current and former customers. The feedback provided by customers is irreplaceable as a component to building your audience targeting plan and understanding their journey. Staff members and board of trustees Referring physicians Regulators and policymakers Healthcare opinion leaders Media Donors Take the time to ask!
- Audits are an important part of uncovering key audiences, helping to develop an impactful message and planning engagement. CRM/database audit: who are your most loyal/profitable customers? Website audit: which content and messages are most popular? Competitive audit: what are your competitors saying? What space can you own? Media audit: This should include BOTH traditional and social. You can find what influencers are saying. You can find what’s trending among your followers. We’ll reference uses of this audit information as we discuss your engagement plan. Though we’ve given the longer list of audits, this approach can/should be scaled. Audit what you have/what you can!
- Polls and focus groups provide an important point of reference to compare against your existing in-house data that will help to create segments. Your audit results provide a great starting point for creating your survey instrument. You can test messages and offerings across demographic groups to help create or refine audience segments. Doing multiple polls over time also reveals important trend data. As we did for our client, BCBSNC, we were able to analyze consumer sentiment over years to help them determine specific consumer segments that impacted their overall brand favorability.
- We use this approach to audience definition with our client, UF Health. Recognizing its organizational complexity and looking toward future growth, UF&Shands asked Capstrat to recommend an approach for its system-wide brand and create an awareness campaign. To answer this question, Capstrat embarked on a three-month immersion process, conducting primary and secondary research to understand the organization, its business goals, the competition, and most importantly, its audiences. The research consisted of: A brand survey of 2,400 consumers to understand awareness and perception We audited consumer conversation about the brand online Interviewed 50 internal and external stakeholders Reviewed web analytics
- We found that in order to provide clarity for external audiences and create true organizational unity for internal audiences, the organization must move from working together as UF&Shands to working as one, under a single name brand. Further, we determined that a single name brand that was centered on the University had the power to convey the breadth of the system and could elevate the system’s reputation and recognition. We also addressed its positioning strategy. UF Health is known for its specialty care, cutting-edge technology and advanced research. Hoping to gain market share for more basic services, we proposed a strategy focused on outcomes – so that UF Health could become the single provider for all consumer health needs because consumers can trust they’re receiving the highest level of care in all areas at UF Health.
- We understand…not every organization has the budget for polls and focus groups Not every organization is using a CRM or Data Management Platform (DMP) Not to worry. You can still do valuable research. Remember, you still want to start with talking to your stakeholders, especially your customers, and auditing what you can.
- The information in your database can become the key to engaging a series of low-cost demographic targeting tactics. (If you don’t have demographic information included in your database, that can be appended.) You can use it to help test messages with different audiences using cost-effective ads, rather than polls and focus groups.
- You can upload your database to Facebook or display ad networks and they can find people that fit a similar demographic profile to which to serve ads. (If you don’t have a large, or current, database to start, you can conduct some basic secondary market research to establish audience segments and then use FB ads to target each and measure your engagement.) You can check the demographics of who is clicking on your ads—or who is responding to your key messages. The caveat is that you need to drive people somewhere of value. It could be a mobile-enabled landing page with valuable info that will help to grow your audience and set you up to begin the conversation. You can set-up Google Analytics to tracks which demos are clicking on which content and retarget those who are not completing your target actions. FB is the choice of those searching social media for health care information (94%). (National Research Corporation 2013)
- Remember, people are looking for healthcare information. Take advantage it. SEM campaigns are cheap and effective. Develop a list of key terms for your offerings. You can use Google AdWords keyword planner to help. For more ideas, you can use a tool like SEM Rush to help you find what works for your competitors. Again, drive people somewhere great to begin your relationship.
- Your audiences on social media, as well as your database, will be growing from FB ads, display ads, retargeting ads and your SEM efforts. You will be able to see what demographic groups are engaging and which aren’t. You’ll be able to make adjustments to your message and find which approach works best for each audience. As people join your database, you also now have more stakeholders that you can interview to get more detailed information about their engagement and their expectations moving forward.
- We use this smaller scale approach to help build a database for our client, Carolina Advanced Health. Carolina Advanced Health, a patient-centered medical home, opened its doors in December 2011 to provide full-service primary care to chronic disease patients with the goal of improving health outcomes and reducing health care costs. Six months later, patient enrollment remained lower than expectations. There was a dire need to get the word out about Carolina Advanced Health and recruit patients. Through patient interviews and secondary research, Capstrat found that changing doctors is not something patients take lightly. We also found that the clinical speak that CAH was currently using to attract patients did not convey the quality of care and revolutionary characteristics of the practice. So, we simplified CAH’s message and added some emotion. Our team developed an integrated campaign to get the word out in a way that target patients, those with chronic diseases, could relate to. We used: SEM campaign Targeted online banner ads Outreach to influential local disease group bloggers In the first six weeks of the campaign, the number of patients of the practice doubled to more than 500 and continues to grow. We built a word-of-mouth campaign by providing these patients, as they were leaving, materials they could use to spread the word to friends and family.
- The ultimate goal is to take the results of your primary and secondary research to develop audience personas. According to Aberdeen research, marketers who use personas to map their content to the buyer’s journey enjoy 73% higher conversions. These personas put an identifiable face on each audience segment, including: their demographics, what they do, where they get information, what they care about, etc. There should be distinct differences among your groups. You’re now in position to create an engagement strategy tailored for each persona.
- Having your personas allows you to create the detailed communications approach necessary to build strong relationships BEFORE someone becomes a customer. For each persona you need to: Map the journey: understand the decision points as they weigh options about healthcare decisions Plan the tactics: deliver your message so that it can cut through the din Share content: deliver valuable information at the right time and at the right portion of the consumer’s journey
- Personas development process has given you: Where they get their information What channels on which they are most active What media they consume Activities in which they engage These are all components necessary to understand their journey
- So we start with the most basic of decision funnels to help visualize the journey. Each of your personas will move through this funnel differently. The challenge is to: Deliver the most appropriate content At the right time Using the most impactful set of tactics With the most appropriate call to action To help them move through the various funnel stages. One audience we usually focus on is millennial moms. 83% of all new moms are millennials, so they’re quickly becoming a key audience for healthcare marketers. To drive awareness with this group, you need to be at the intersection of social and mobile. So, think about maybe authoring blog posts on platforms they already read. To move them to interest, consider asking them to follow you via SM and encourage them to share your information. To establish desire, invite them to a live chat w/a physician. Do it their way! The broader implication is that, if MM’s are a target audience, investing in a website may not be the best use of your money. The bigger challenge for healthcare providers: your providing them with information the helps to obviate the need for your core services. So, they’re likely going to stay for awhile in the Awareness, Interest or Desire phases—moving back and forth. So how can maintain these conversations cost effectively over a longer period of time?
- Once you understand that persona’s journey, the next step is to decide how you can deliver content in the most impactful way.
- Today’s media environment is more crowded than ever. Remember, you’re going up against 30K brand messages/day. To cut through the din, organizations must ensure that they achieve maximum touchpoints at the right time and in the right place to build meaningful connections. And, of course, you still need to be able to do all of this on a budget. This requires a paid, owned and earned approach.
- Paid media is often the catalyst that drives consumers to your owned channels, such as your website, your Facebook, Twitter and Instagram pages, and even mobile apps, white papers, podcasts and webinars. Your message gains credibility when people receive it not only from you but from fellow consumers— because research shows people trust people who are like them. That’s where earned media comes in. Today, earned media includes all the ways your customers can push your message further—every like, share, tweet, retweet, comment, blog mention and use of a branded hashtag. And investments in your paid and owned media help make it happen. Paid media provides: lots of visibility, but less credibility Owned media provides: lots of control, but less visibility Earned media provides: lots of credibility but less control Back to our MM example: Paid: Hulu ads, Pandora ads, FB ads, YouTube ads Owned: FB and YouTube pages (featuring your videos) Earned: 64% of MM share healthcare information, and they are influential w/their peers, so promote likes, shares, comments
- Last key step to engagement: deliver valuable content
- According to the Custom Content Council, 78% of consumers believe that orgs that provide custom content are interested in building good relationships w/them. Having a content plan helps to make sure your content is serving a strategic purpose. At Capstrat, we use this content plan framework. Notice that the first two pieces of our engagement strategy are on the right: our tactical approach for delivery and what point in the customer journey the content is designed to influence. But you can’t start there w/your content. Flinging your content out into the ether and expecting great results is like throwing coins into the air and hoping they land in your piggy bank. The first step is defining your business goals. Why do you want to communicate? Do you want to build more brand awareness? Change perceptions? Drive sales? Next, identifying who you want to reach will help segment your audience so you can target the messages that will resonate with each one. Find out their individual goals and challenges – and their appetite for content. Would your customers rather read white papers or watch videos? How do you know? Do the research to really understand what your audience cares about and the ways they want to consume information. Then you can create compelling content that targets their needs and habits. OK, now we think about the content. What do you want to say? More important, what does your audience care about? Do they find your messages relevant? Valuable? Are you offering insight or just talking about yourself? Is content built on their agenda – or yours? Content leaders put forth compelling points of view about issues that concern their target audiences. Content that offers real intellectual capital elevates your reputation as a thought leader and engages prospects who may not be ready to buy. To revisit our MM example one last time: They are a frenetic audience…they don’t have time for you. They consume visual content in large quantities Think pictures and video that can be consumed quickly with interactions that can be completed easily via mobile
- Back to our UF Health example. After we completed our research, we launched a campaign targeted at the top of the funnel…designed to help drive awareness of their new brand and their new positioning focused on outcomes.
- We used a paid, owned and earned distribution. We developed videos that highlighted UF’s focus on outcomes by creating stories w/the theme of “Invisible Connections.” We used paid and earned channels to drive engagement. In the first six days, the campaign reached 69,000 Gainesville residents on Facebook. Of those, 16,000 were a result of sharing, liking or commenting – meaning thousands of others were spreading the UF Health brand message. We received 30 blog mentions, 25 media mentions and 52 Twitter mentions. Mentions include major local news publications, television outlets and two radio stations. A month following launch, we delivered more than 34 million online and social impressions to target markets in north and central Florida. While awareness was our primary goal, the online and social campaigns also drove more than 65,000 consumers to UFHealth.org.
- Reviewing those numbers is good segue into the last step of our strategy, optimization. By understanding your personas’ journeys and tuning your tactics and content accordingly you will be in a good position to understand what your most meaningful key performance indicators (KPIs) should be. You should feel confident that that statistics you choose to track are really going to be indicators of success. So, for MM, it’s probably website traffic (to places other than your appt page) probably isn’t relevant to your overall success. Social media likes, shares, comments and re-tweets most definitely would be.
- Determine where the data to measure your KPIs is coming from. You can measure across individual platforms like GA, FB insights and your email platform analytics. This is a bit more time consuming but you will certainly be able to understand how your various channels are working together. Or, you might have CRM that ties all of this data together in one spot. This allows for more detailed analyses like cross-channel attribution. Regardless of the scope or budget of your organizations communications efforts, the importance of ongoing evaluation and adaptation of your communications efforts must be a top priority. At Capstrat, we start by breaking out your overall business goals into smaller, more specific and measureable goals. Then we determine the key performance indicators that align with those goals.
- Whatever approach you use, learn what works. Quickly. Then, change what doesn’t. This allows a smarter spend and better return for your marketing dollars. At Capstrat, we build customized measurement frameworks that connect your goals and measures of success with target metrics that provide a baseline for tracking your communications results. So, you can physically see how achievement of specific metrics ties back to your overall goals. You can build this out in as much detail as you need. Depending on your personas, you may need one framework for each.
- What questions do you have?
- Don’t let the status of your existing database or a small budget stop you from getting started. There IS an approach that will work for every type of organization.