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Healthcare Marketing Is Dead
- 1. Healthcare Marketing Is Dead #CapstratHC | February 10, 2016
- 2. Mike Kondratick VP, Account Director, Healthcare Claire Hovis VP, Account Director, Healthcare #CapstratHC
- 3. Healthcare Marketing Is Dead #CapstratHC | February 10, 2016
- 5. Consumers don’t pay attention to brands. (At least not as much as you think they do.) #CapstratHC
- 6. 31% of consumers say they talk to friends about a brand once weekly or more. #CapstratHC
- 7. When surveyed, marketers estimated the number to be closer to 90% #CapstratHC
- 8. 30,000 brand messages per day. #CapstratHC
- 9. 8 sec. — the average length of attention span for humans. #CapstratHC
- 10. But everyone needs healthcare … right? #CapstratHC
- 11. 50% of all group insurance coverage is high-deductible. #CapstratHC
- 12. 8% of doctor visits are for annual wellness checkups. #CapstratHC
- 13. What does this mean for me? #CapstratHC
- 14. How can you fight the swipe? #CapstratHC
- 16. 60% of a company’s value is attributable to its reputation. #CapstratHC
- 17. 87% of executives believe a strong reputation is just as important as a strong brand. #CapstratHC
- 18. 90% of consumers choose a provider based on reputation. #CapstratHC
- 19. How do you build trust? #CapstratHC
- 20. Building trust Invest in the process Content and context Depth, not breadth Peer endorsement #CapstratHC
- 21. Invest in the process, not the outcome. #CapstratHC
- 22. Personas are just a starting point. Deliver an experience. #CapstratHC
- 23. If you interrupt, you lose. #CapstratHC
- 24. 2 in 3 millennials use ad blockers when viewing digital content. #CapstratHC
- 25. 64x more likely to climb Mount Everest than to click on a banner ad. #CapstratHC
- 26. #CapstratHC
- 27. Optimization as a content strategy. #CapstratHC
- 28. #CapstratHC
- 29. Content is king. Context is god.
- 30. 62% of all digital time is spent on mobile.
- 31. #CapstratHC
- 32. What to prioritize: Destinations? Or Distribution? #CapstratHC
- 33. #CapstratHC
- 35. <0.1% of social media fans engage with branded social posts, even among major consumer brands. #CapstratHC
- 36. #CapstratHC
- 37. #CapstratHC
- 39. 72% of consumers looked online for health information within the past year. #CapstratHC
- 40. 77% of online health information seekers begin their searches with search engines. #CapstratHC
- 41. 1 in 5 internet users have consulted online reviews of healthcare providers. #CapstratHC
- 42. 94% of those who turn to social media first for health information use Facebook as their platform of choice. #CapstratHC
- 43. #CapstratHC
- 45. 74% of millennial moms rely on peers for advice and support related to their families at least once a week. #CapstratHC
- 46. 73% feel they find trustworthy information about products and services through online communities. #CapstratHC
- 47. #CapstratHC
- 50. Would people miss you if you were gone? #CapstratHC
- 52. Mike Kondratick mkondratick@capstrat.com 919-745-3677 LinkedIn: mkondratick Claire Hovis chovis@capstrat.com 919-882-1921 #CapstratHC
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 4 key steps you need to take to adapt to this new environment by building relationships with consumers before they need you. Please ask your questions through the Chat Box, or tweet them to us, as we go.
- 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 4 key steps you need to take to adapt to this new environment by building relationships with consumers before they need you. Please ask your questions through the Chat Box, or tweet them to us, as we go.
- From Spong research
- From Spong research
- Forbes estimates that the average consumer is bombarded with 30K brand messages every day. Plus, attention spans are short – and getting shorter.
- Average attention span for a goldfish: 9 seconds. That means you’ve only got a few seconds – at most – to get their attention. You are competing with the swipe, so something has to give them a reason to pause.
- So why aren’t they paying attention to you? Healthcare is expensive and makes people feel vulnerable.
- As a result, people delaycare – or forego it altogether due to high costs. About one in five, or 44 million Americans, say they’ve avoided visiting the doctor because of these cost concerns. (The Fiscal Times, http://www.thefiscaltimes.com/2015/01/22/Health-Care-Costs-Confusion-Have-Many-Avoiding-Doctor)
- Most people only visit a healthcare provider when they’re ill or injured. 80% of Americans delay or forego preventive care because: Work responsibilities (50%) Difficulty scheduling a visit (33%) Easier to diagnose their own condition, often with the help of the Internet (43%) (all from CNBC, http://www.cnbc.com/2015/06/23/zocdoc-chief-why-americans-are-putting-off-doctor-visits.html) Only 20 percent of the preventive health services provided in the United States are delivered at annual checkups. Most are offered during unrelated visits due to illness/injury.
- According to Weber Shandwick, corporate executives estimate that, on average, 60 percent of their company’s value is attributable to its reputation.
- A recent study by Weber Shandwick reports that 87 percent of executives agree that a strong corporate reputation is just as important as strong product brands.
- 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
- There are four basic tenets to a trust-building strategy.
- When it comes to building reputation (i.e. trust), the how is just as important as the what. Focus on creating an experience for consumers. Track your progress towards relationship building, rather than focusing on patient volume growth or revenue.
- Personas are useless without a plan to build trust and reputation. Instead, think about the experience you want to create that best suits your brand. Then, use personas to guide your tactical approach.
- Cite growth of ad blocker software
- According to eMarketer, ad blocking is significantly more common among younger users. However, even among the ad-averse millennials, they do not universally reject digital advertising as irrelevant. Retargeted ads and social media advertising were cited as most relevant to them. (http://totalaccess.emarketer.com/view/Article/Nearly-Two-Three-Millennials-Block-Ads/1013007?ECID=TA1002)
- Growth of ad blockers combined with this aversion to distractions/interruptions support the need for a relevant, tailored experience. (https://medium.com/swlh/13-mind-blowing-statistics-on-user-experience-48c1e1ede755#.dkulvfd9k)
- Rather than spending time upfront creating an elaborate content strategy to optimize on, think of the optimization as your strategy. Use what you know about your personas as a guide and begin testing various types of content and subject matter to test your assumptions. Then, make adjustments as you go. This builds trust implicitly by demonstrating that you know what they like and need and are responsive to that.
- A great example from outside the healthcare industry is Marriott’s “French Kiss” video. Marriot created a 25 minute video that tells the story of a young Parisian who falls for an American business traveler and leads him around the city through a string of clues. They aren’t telling you how great the Paris Marriott is, they’re creating a special experience that captures the romance and appeal of the city. They are selling added value. As the Marketing Insider Group put it, “By making you feel something for Paris, by association Marriott makes you feel something for the brand.” French Kiss has had over six million views on Youtube and an 80 percent rate for completed viewings. The campaign is more than just the videos: Marriott offers special travel packages related to the films. A package based on French Kiss included champagne and generated half a million dollars in 60 days. People are more likely to engage with a 25 minute video that tells a story worth hearing, than 25 seconds of content that’s not relevant or which interrupts their experience.
- Make content as relevant as possible. This is where personas can help as a starting point to determine messaging and tactics. Project Argonaut – what could create better context than a rich database like they aim to create?
- Your digital content approach must be mobile first. It must be swipe-proof – in other words, hitting the right person with the right message at the right time, in a way that’s appealing to them so they don’t scroll past.
- There are projects in the works, like Project Argonaut, that are leveraging the wealth of available health data by trying to make it more openable available and accessible. Includes involvement by major health industry players like McKesson, Cerner, Epic and Meditech. That offers a huge opportunity to create something personalized and create experiences that will resonate with each consumers as an individual. What is Argonaut: A private sector initiative to advance industry adoption of modern, open interoperability standards.
- Need to consider the context in which people see your messages, and determine what analytics are really meaningful to your goal of building long-term relationships. Time on social vs. time on your web properties? More and more publishers are giving away some control of their content distribution through social. The New York Times is one great example. That implicitly says they care less about time on-site at nytimes.com. So if people aren’t spending much time on the NY Times site, can we expect them to spend time on a hospitals website? Probably not. But can you build a relationship with a consumer without getting them to your page. Probably not. This might be the big question of 2016 – How do you build meaningful relationships with your consumers in the midst of this balancing act between distribution and destinations?
- There are various approaches to creating content that’s tailored to your audience and which will help develop long-term relationships with consumers. One example from the healthcare space: For Cleveland Clinic, their Health Hub blog is the home and anchor of all the content they create for consumers. They repurpose the content on social and about 99 percent of those posts are drive back to Health Hub content. We're posting three to five times a day on the blog, so we're creating a lot of content. It’s not just relevant—it’s extremely relevant. They try to put the right content in front of the right people at the right times. For example, At midnight, they might post about sleep apnea, insomnia or midnight snacks. Results: Since 2012, the blog following has grown to more than 3.2 million visits a month. About 65 percent of blog traffic to Health Hub comes from Facebook alone.
- A Forrester Research study of more than 2500 brand posts found that for every 1M fans/followers, each of their posts only received a fraction of 1% of that number of likes, shares or comments. FB: Avg. 700 interactions per 1M followers (per follower engagement rate: .07%) Twitter: Avg. 300 interactions per 1M followers (per follower engagement rate: .03%) Instagram which had the most engagement, still only boasted an avg. per follower engagement rate of 4.2% (http://blogs.forrester.com/nate_elliott/14-04-29-instagram_is_the_king_of_social_engagement)
- Constantly converting is a losing game. Awareness channels are becoming more difficult to navigate. Remember, only 31% of people think about a brand weekly. 8% percent of all doctor appts. are for wellness visits. These are the folks you need to focus on. In a “health value” equation, likely more attention needs to be paid to providing more services to fewer individuals to drive revenue.
- Remember, people are looking for healthcare information.
- Google, Yahoo and Bing are the most common “first stops” for health and wellness information online. Review “signals” like quantity, velocity and diversity (how many different sites have reviews for your organization) of online reviews are among the top five most important search engine ranking factors according to a 2014 study by Moz. (Source: http://www.entrepreneur.com/article/248176)
- In addition to the rise of online health info seeking, the importance of peer endorsement when making healthcare decisions is growing dramatically, especially among key healthcare consumer groups like millennial moms. According to the Pew Center’s Health Online survey in 2013, one in five internet users has consulted online reviews or rankings of care service providers and treatments. 53 percent of those online health and wellness researchers talked with a clinician about what they found online. (Pew study) Yelp launched doctor reviews in August 2015 – so they’re still fairly new. This will only mean rapid growth in the number of people searching for reviews online before making decisions.
- FB is the choice of those searching social media for health care information (94%). (National Research Corporation 2013) That means those people are turning to their network of peers – friends, family and acquaintances to find information about providers, treatments, etc.
- 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. While awareness was our primary goal, the online and social campaigns also drove more than 65,000 consumers to UFHealth.org. Optimized content allowed us to reach those consumers who were most likely to engage on social and to drive to the UF Health website. That deepened the relationship with those users and prompted even greater engagement. Segue to peer endorsement.
- 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.
- 4 in 10 use social media for word-of-mouth-recommendations on brands What it all means: Do it their way! To create an experience that will resonate 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. 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 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. Source: Millennial Mom 101, Mr. Youth and RepNation Media study (http://www.mryouth.com/archives/millennialmom101.pdf)
- You should feel confident that that statistics you choose to track are really going to be indicators of success. Ev Williams, Twitter co-founder, recently talked about this in an article on Medium. As he put it, “You have to accept that things are very imperfectly measured and just try to learn as much as you can from multiple metrics and anecdotes.” There is no God metric for content. It’s all about shares or it’s all about time spent or it’s all about pages or it’s all about uniques. The problem is you can only optimize one thing and you have to pick, otherwise all you’re doing is making a bunch of compromises if you try to optimize for multiple things.
- The most important metric. Create an experience for consumers that’s so useful and engaging that they would miss it if it wasn’t there anymore.