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Digital Marketing
A Healthcare Industry introduction
September 2016
Presented by Murad Q
Confused?
What is Digital Marketing?
1
Brand
Website
The website is the
anchor to any digital
strategy. From it all
interactions with the
companies audiences’
oc...
Brand
Digital
Advertis
ing
Digital advertising is an
adaptation of
conventional push
messaging to the
consuming audience T...
Brand
Social
Media
Social media channels
are an important
medium to influence
and communicate
directly with the
companies ...
Brand
CRM
Healthcare Customer
Relationship
Management is a
fundamental part of
digital in managing a
customers lifetime
wi...
Brand
E-Commerce is the
value driver for all
digital marketing
activities
Attributes of great Social Media
in healthcare:
...
All trends, examples and references of the healthcare industry are sourced
from the U.S.News survey of the U.S Healthcare ...
Business TechnologyMarketing
Brand
Shared responsibilities
Website
Smart
Applications
E-
Commerce
CRM
Social
Media
Digital...
Initial Presence
A branded presence on the digital web including social
Beginner
Digital always starts with the website
9
Initial Presence
Managed
Dedicating assets to managing
the presences. (e.g. tools
people, and agencies)
Beginner
Managed
E...
Initial Presence
Managed
Defined
Intermediate
Managed
Defined
A 360 approach to include
all digital touch points in
planni...
Initial Presence
Managed
Defined
Quantified
Intermediate
Managed
Defined
Quantified
Implementing
measurement for
business ...
Initial Presence
Managed
Defined
Quantified
Optimizing
Advanced
Utilizing hard and soft
insights from audience
to optimize...
Digital
Trends &
Insights
An overview into
digital trends in
healthcare
14
Digital
Marketing
Trends from: Accenture ‘Digital Health Tech Vision 2016’ &
Smart Insights 2016 digital marketing report
...
Intelligent
Automation
Intelligent Automation is the encapsulating
term used to describe the transformation
of workplaces ...
Intelligent
Automation
Todays digital demands call for highly agile
healthcare skillsets than enable
organizations to quic...
Intelligent
Automation
Non traditional players are
entering the healthcare field
with technology; wearable and
device star...
Intelligent
Automation
With more data collection
privacy and security are one of
the most sensitive issues on
healthcare c...
Intelligent
Automation
Interconnected technology
platforms that focus on
delivering customer
experiences to enhance
busine...
Digital
Marketing
Content
Marketing
Content is king. Building
customer experience
narratives that anchor
credible easy to ...
Digital
Marketing
Content
Marketing
Big Data
Big data is the collection and
distillation of intelligence from the
variety ...
Digital
Marketing
Content
Marketing
Big Data
Wearable technology will have the
most profound impact on how
healthcare prov...
Digital
Marketing
Digital
Trust
Liquid
Workforce
Platform
Economy
Intelligent
Automation
Predictable
Disruption
Content
Ma...
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An introduction to Digital Marketing for the Healthcare Industry

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I work with a great deal of small to medium sized clinics with no dedicated marketing, sales, or communications professionals, who are always looking for ways to improve their businesses discoverability.

This is their introduction to the digital marketing world and a good place to explain the basic general areas of digital interests.

Published in: Marketing
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An introduction to Digital Marketing for the Healthcare Industry

  1. 1. Digital Marketing A Healthcare Industry introduction September 2016 Presented by Murad Q
  2. 2. Confused? What is Digital Marketing? 1
  3. 3. Brand Website The website is the anchor to any digital strategy. From it all interactions with the companies audiences’ occurs. Keys features of a great Hospital website: • Ease of use and navigation • Clear and consistent meaningful content • Connections to communication and features Trends • Smart device friendly design • Integration to patient booking systems • Rich content connected to social tools All trends, examples and references of the healthcare industry are sourced from the U.S.News survey of the U.S Healthcare industry 2015 Digital Marketing starts with the brand and its website 2
  4. 4. Brand Digital Advertis ing Digital advertising is an adaptation of conventional push messaging to the consuming audience Trends • Rich content • Viral social sharing attributes • Personalized messaging that is insights driven • Location based broadcasts All trends, examples and references of the healthcare industry are sourced from the U.S.News survey of the U.S Healthcare industry 2015 Advertising in digital mediums How hospitals run Digital Advertising • Search engine campaigns to promote centers of excellence and service offerings • Owning share of voice in key topics relating to customers buying decision and satisfaction 3
  5. 5. Brand Social Media Social media channels are an important medium to influence and communicate directly with the companies audiences Attributes of great Social Media in healthcare: • Responsive and accurate • Story driven dialogue • Rich media broadcasts based on audience insights and healthcare consumer trends Trends • Rich media content that is implemented in a 360 campaign approach • User generated content • Holistic ‘Digital Health’ approach All trends, examples and references of the healthcare industry are sourced from the U.S.News survey of the U.S Healthcare industry 2015 A Presence in social media 4
  6. 6. Brand CRM Healthcare Customer Relationship Management is a fundamental part of digital in managing a customers lifetime with the brand that builds loyalty and preference How CRM works in Healthcare: • Connected to patient information system • Used to keep vital information for patient interaction and clinical referrals. Trends • 360 integration of Healthcare CRM (HIMSS) for clinical and marketing functions to measure revenue through interactions • Customer lifetime value measurement to increase efficiency of marketing activities All trends, examples and references of the healthcare industry are sourced from the U.S.News survey of the U.S Healthcare industry 2015 Structured customer relationship management system & procedures 5
  7. 7. Brand E-Commerce is the value driver for all digital marketing activities Attributes of great Social Media in healthcare: • Responsive and accurate • Story driven dialogue • Rich media broadcasts based on audience insights and healthcare consumer trends Trends • Holistic ‘Digital Health’ approach • Prescription refill automation • The rise of ‘Personalized medicine’ requiring tailoring in care (smart devices, monitoring) E-Commerce All trends, examples and references of the healthcare industry are sourced from the U.S.News survey of the U.S Healthcare industry 2015 E-Commerce elements to enhance business value 6
  8. 8. All trends, examples and references of the healthcare industry are sourced from the U.S.News survey of the U.S Healthcare industry 2015 Brand Smart Applicat ions Smart applications are a value added interaction point between hospitals and their audiences Examples of Hospital Smart applications: • Patient education • Symptoms and diagnostics • Medication and vitals diary keeping for diabetic patients Trends • Holistic ‘Digital Health’ approach • Prescription, symptom, and patient monitoring using smart devises facilitating more diagnostic information flow to clinicians Smart applications that bring audience closer to the brand 7
  9. 9. Business TechnologyMarketing Brand Shared responsibilities Website Smart Applications E- Commerce CRM Social Media Digital Advertising The digital marketing ecosystem is shared across two business functions 8
  10. 10. Initial Presence A branded presence on the digital web including social Beginner Digital always starts with the website 9
  11. 11. Initial Presence Managed Dedicating assets to managing the presences. (e.g. tools people, and agencies) Beginner Managed Evolving into a dedicated capacity 10
  12. 12. Initial Presence Managed Defined Intermediate Managed Defined A 360 approach to include all digital touch points in planning with their own tailored approach fitting the touch point. Defining interactions, procedures and planning 11
  13. 13. Initial Presence Managed Defined Quantified Intermediate Managed Defined Quantified Implementing measurement for business excellence Implementing measurement and ROI 12
  14. 14. Initial Presence Managed Defined Quantified Optimizing Advanced Utilizing hard and soft insights from audience to optimize business offering Optimizing for strategy and ROI 13
  15. 15. Digital Trends & Insights An overview into digital trends in healthcare 14
  16. 16. Digital Marketing Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Smart Insights 2016 digital marketing report What is digital for healthcare? 15
  17. 17. Intelligent Automation Intelligent Automation is the encapsulating term used to describe the transformation of workplaces into integrated hubs of technology 47% Of healthcare executives use automation for customer interactions 5 minutes Per encounter can be saved by each US primary care physician applying virtual health technology to patient encounters Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Digital Trends – Digital Health 16
  18. 18. Intelligent Automation Todays digital demands call for highly agile healthcare skillsets than enable organizations to quickly re-tool professionals for specialized tasks 76% Of healthcare executives believe more fluid workforce will improve innovation USD 2 Billion Saved annually with a care model that includes technology enabled annual assessments, self management and skills training Liquid Workforce Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Digital Trends – Digital Health 17
  19. 19. Intelligent Automation Non traditional players are entering the healthcare field with technology; wearable and device start-ups introducing monitoring is one of the most visible trends 78% Of healthcare consumers wear or are willing to wear technology to track their lifestyle and/or vitals Healthcare is one of the top 3 Industries Executives believe will face the most digital disruption within the next three years Liquid Workforce Predictable Disruption Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Digital Trends – Digital Health 18
  20. 20. Intelligent Automation With more data collection privacy and security are one of the most sensitive issues on healthcare consumers minds today 65% Of consumers globally believe that the benefits of being able to access medical information electronically outweighs the risk of privacy invasion Liquid Workforce Predictable Disruption Digital Trust Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Digital Trends – Digital Health 19
  21. 21. Intelligent Automation Interconnected technology platforms that focus on delivering customer experiences to enhance business value 7% Of patients have switched healthcare providers due to poor customer experience. To a cost of more than $100 millionin annual revenue per hospital Liquid Workforce Predictable Disruption Digital Trust Platform Economy Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Digital Trends – Digital Health 20
  22. 22. Digital Marketing Content Marketing Content is king. Building customer experience narratives that anchor credible easy to absorb content is a growing trend in healthcare Smart Insights 2016 digital marketing report Digital Trends – Digital Marketing 21
  23. 23. Digital Marketing Content Marketing Big Data Big data is the collection and distillation of intelligence from the variety of interconnected systems to allow a deep understanding of consumer need, preference and decision-making. In healthcare this translates to service providers being able to present their customer with the best experience Smart Insights 2016 digital marketing report Digital Trends – Digital Marketing 22
  24. 24. Digital Marketing Content Marketing Big Data Wearable technology will have the most profound impact on how healthcare providers can interact with their patients. While no direct investment from providers has happened yet, the prediction is more direct investment to give their patient the best experience Wearable technology Smart Insights 2016 digital marketing report Digital Trends – Digital Marketing 23
  25. 25. Digital Marketing Digital Trust Liquid Workforce Platform Economy Intelligent Automation Predictable Disruption Content Marketing Big Data Wearable technology Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Smart Insights 2016 digital marketing report Digital Trends – Digital Marketing 24

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