Today’s healthcare consumers have more active roles in their healthcare decisions and expenditures, creating a traceable journey from awareness to adoption, much like retail customers. Healthcare organizations must learn to be more consumer-centric with communications. This presentation will provide tips to help healthcare organizations reach and engage consumers to build long-term brand affinity.
Because "build it and they will come" doesn't work. Three steps to market like a retailer for hospital systems. Scratching the term patients from marketing materials is a first step. To really engage with consumers you have to understand who they are, where they get their information and learn when and where to optimize programs to reach them most effectively.
Digital Marketing is playing a very important role in every industry including the healthcare. Here are few digital marketing strategies for hospitals and health systems to stay competitive and to drive patient engagement.
Smart medical practice marketing can help you grow a stable practice, have more satisfied patients, and see better reimbursements.
You no longer have to rely on insurance companies as your sole gateway for new patients. Networking and digital marketing provide you with an abundance of resources that will not only make you more appealing to prospective patients, but more personable as well.
Because "build it and they will come" doesn't work. Three steps to market like a retailer for hospital systems. Scratching the term patients from marketing materials is a first step. To really engage with consumers you have to understand who they are, where they get their information and learn when and where to optimize programs to reach them most effectively.
Digital Marketing is playing a very important role in every industry including the healthcare. Here are few digital marketing strategies for hospitals and health systems to stay competitive and to drive patient engagement.
Smart medical practice marketing can help you grow a stable practice, have more satisfied patients, and see better reimbursements.
You no longer have to rely on insurance companies as your sole gateway for new patients. Networking and digital marketing provide you with an abundance of resources that will not only make you more appealing to prospective patients, but more personable as well.
Stage 3 of 100mph's process - Filling & then Converting the Funnel following Brand Identity development in Stage 2 and the Social Insights developed in Stage 1
Content marketing can help companies provide valuable information to customers and catch the big fish prospects. This infographic outlines seven steps to content marketing success, compared to going on a fishing trip.
Presentation digital marketing - MITSINFOTECH.COMMITS INFOTECH
MITS INFOTECH is a diversified firm located in Vadodara, India. This IT development enterprise has been offering wide range of IT solutions since 2006. Our company works towards offering innovative services that guarantees profitability.
The work we produce helps our clients interact and transact with their customers in new and exciting ways. The Company quickly grew to where it is today, with a busy team.
Over the last 8 years, working with clients of all sizes and sectors, MITS Infotech has become renowned for creating beautiful, engaging user experiences.
State Of Digital Healthcare In 2017 - HIMSS - • Healthcare Marketing Leadership Index
• Online and Digital Marketing Techniques Used
• CMS, CRM, and Marketing Automation
• ROI and KPIs
• Web Innovations
• Importance/Effectiveness of Digital Marketing Efforts
• Driving Digital Transformation of the Healthcare Brand
• Resources
• Key Take-aways
• Recommendations From the Research for Providers
My background is healthcare marketing; products (injectable & oral pharmaceuticals, IV pumps, disposables), healthcare services (market access programs, pharmacy benefits), managed care and healthcare digital marketing. Connect with me at LinkedIn and Twitter, visit my healthcare website -an industry resource since 2004...
Twitter: @johngbaresky
LinkedIn: https://www.linkedin.com/in/johngbaresky
My website: www.healthcaremedicalpharmaceuticaldirectory.com
Portfolio: https://www.clippings.me/johngbaresky
#IOT #digital #healthcare #marketing #medical #pharmaceutical #doctor #patient #consumer
... Healthcare Marketing Leader: Pharmaceutical, Medical Device, RPA, SaaS, Digital Marketing Strategy, Managed Care, Market Access - John G. Baresky
Contrary to what we think as marketers, consumers don’t care about brands -- even healthcare brands. But as marketers, our job is to get them to believe in our brands. With attention spans growing shorter and branding and messaging increasingly being seen as interruptions, how do we break through to get healthcare consumers to pay attention to us? The traditional go-too tactics we use to reach them are no longer going to cut it. Healthcare marketing as we know it is dead. Learn where the future of marketing is going or should be going in this webinar.
4 success factors for pharma multichannel marketingCOUCH Health
While planning is important, it’s the implementation of your pharma multichannel marketing strategy that determines the success of your efforts. To get this right, you’ll need to apply marketing fundamentals and business best practices to the integrated-channel solutions at your disposal. The critical success factors for effective implementation are outlined in this presentation.
Content Marketing for Healthcare [WEBINAR]Geonetric
The key to a successful content marketing strategy? Stop talking about your organization and start talking about what your audience wants to hear. Content marketing is about creating valuable material that builds your brand in the marketplace. Learn how to develop a content marketing program. We’ll discuss the basics of content marketing, showcase healthcare examples, and highlight how to use it to develop real relationships with your audience.
In this webinar, you’ll learn how to:
Establish a content marketing program
Use content marketing in a healthcare environment to build service line volume
Create content that is truly valuable and gets shared
Go beyond social media as a content marketing strategy
Watch the webinar with audio: http://www.geonetric.com/resources/webinars/2013/content-marketing/
Healthcare & digital marketing - Today & FutureDeepali Thakur
With the evolution of internet, internet marketing or digital marketing is something used by the marketers to connect to their audience. This presentation shares the latest trends in healthcare marketing , what companies are presently doing in healthcare space. It also showcases how & Why an Heath care institutions can use online Media to increase Reach, Awareness , Likelihood, Bargaining power.
Results of the study are based on the primary, secondary & Real Time Market Research .
Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.
Building Your Online Strategy
Yean Cheong, eMitch, is a true integrated marketer with the ability to develop digital strategies in synergy with other media, delivering optimal through-the-line results to clients. Yean is currently the Digital Strategy Director at Mitchell Communications Group - Australia's largest media company.
Stage 3 of 100mph's process - Filling & then Converting the Funnel following Brand Identity development in Stage 2 and the Social Insights developed in Stage 1
Content marketing can help companies provide valuable information to customers and catch the big fish prospects. This infographic outlines seven steps to content marketing success, compared to going on a fishing trip.
Presentation digital marketing - MITSINFOTECH.COMMITS INFOTECH
MITS INFOTECH is a diversified firm located in Vadodara, India. This IT development enterprise has been offering wide range of IT solutions since 2006. Our company works towards offering innovative services that guarantees profitability.
The work we produce helps our clients interact and transact with their customers in new and exciting ways. The Company quickly grew to where it is today, with a busy team.
Over the last 8 years, working with clients of all sizes and sectors, MITS Infotech has become renowned for creating beautiful, engaging user experiences.
State Of Digital Healthcare In 2017 - HIMSS - • Healthcare Marketing Leadership Index
• Online and Digital Marketing Techniques Used
• CMS, CRM, and Marketing Automation
• ROI and KPIs
• Web Innovations
• Importance/Effectiveness of Digital Marketing Efforts
• Driving Digital Transformation of the Healthcare Brand
• Resources
• Key Take-aways
• Recommendations From the Research for Providers
My background is healthcare marketing; products (injectable & oral pharmaceuticals, IV pumps, disposables), healthcare services (market access programs, pharmacy benefits), managed care and healthcare digital marketing. Connect with me at LinkedIn and Twitter, visit my healthcare website -an industry resource since 2004...
Twitter: @johngbaresky
LinkedIn: https://www.linkedin.com/in/johngbaresky
My website: www.healthcaremedicalpharmaceuticaldirectory.com
Portfolio: https://www.clippings.me/johngbaresky
#IOT #digital #healthcare #marketing #medical #pharmaceutical #doctor #patient #consumer
... Healthcare Marketing Leader: Pharmaceutical, Medical Device, RPA, SaaS, Digital Marketing Strategy, Managed Care, Market Access - John G. Baresky
Contrary to what we think as marketers, consumers don’t care about brands -- even healthcare brands. But as marketers, our job is to get them to believe in our brands. With attention spans growing shorter and branding and messaging increasingly being seen as interruptions, how do we break through to get healthcare consumers to pay attention to us? The traditional go-too tactics we use to reach them are no longer going to cut it. Healthcare marketing as we know it is dead. Learn where the future of marketing is going or should be going in this webinar.
4 success factors for pharma multichannel marketingCOUCH Health
While planning is important, it’s the implementation of your pharma multichannel marketing strategy that determines the success of your efforts. To get this right, you’ll need to apply marketing fundamentals and business best practices to the integrated-channel solutions at your disposal. The critical success factors for effective implementation are outlined in this presentation.
Content Marketing for Healthcare [WEBINAR]Geonetric
The key to a successful content marketing strategy? Stop talking about your organization and start talking about what your audience wants to hear. Content marketing is about creating valuable material that builds your brand in the marketplace. Learn how to develop a content marketing program. We’ll discuss the basics of content marketing, showcase healthcare examples, and highlight how to use it to develop real relationships with your audience.
In this webinar, you’ll learn how to:
Establish a content marketing program
Use content marketing in a healthcare environment to build service line volume
Create content that is truly valuable and gets shared
Go beyond social media as a content marketing strategy
Watch the webinar with audio: http://www.geonetric.com/resources/webinars/2013/content-marketing/
Healthcare & digital marketing - Today & FutureDeepali Thakur
With the evolution of internet, internet marketing or digital marketing is something used by the marketers to connect to their audience. This presentation shares the latest trends in healthcare marketing , what companies are presently doing in healthcare space. It also showcases how & Why an Heath care institutions can use online Media to increase Reach, Awareness , Likelihood, Bargaining power.
Results of the study are based on the primary, secondary & Real Time Market Research .
Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.
Building Your Online Strategy
Yean Cheong, eMitch, is a true integrated marketer with the ability to develop digital strategies in synergy with other media, delivering optimal through-the-line results to clients. Yean is currently the Digital Strategy Director at Mitchell Communications Group - Australia's largest media company.
Online Test, Target and Measurement
The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail.
* Nancy Shaver, Consulting Principal, Experian Marketing Services
The Tools You Need to Build Relationships and Drive Revenue Checklist Teradata
This Campaign Manager Leadership series paper provides a checklist for marketers when considering blending offline data with online data to improve the customer experience.
Life cycle marketing for the automotive services industryCatalyst
Whether your goal is to increase ticket size, boost cross-sell, get customers to visit more often, or all the above, an effective life cycle marketing strategy can deliver the competitive difference you want.
How to Improve Customer Experience with Multi-Channel MarketingTakeVivek Srivastava
Understand the needs, wants, and preferences of your target audience . Track customer behaviour, patterns, and adapt to accommodate shifts #webinar with @leadsquared #marketingautomation www.upturnc.com
Building a Living & Breathing Marketing Strategy for Small BusinessesGODigitalMarketing
With more than 3 billion people on the Internet, digital marketing is one of the fastest, easiest and most effective ways to reach consumers today. Marketing is a living and breathing strategy that requires continual nurturing and optimization and is vital for small businesses to grow and flourish.
View our SlideShare & explore:
• What types of digital marketing and content work best to drive website visits, phone calls, appointments, leads and offline sales for local businesses
• How to make the best use of online marketing, data-driven research, product videos and educational events to justify your marketing spend and guide planning
• The ins and outs of building a fluid marketing strategy, including goal setting, ideation, program execution, potential costs, distribution channels and timing
• Why it’s critical to analyze data, test multiple variations and apply lessons from post-campaign data to optimize for future success
Data has the potential to be your most valuable marketing resource. With the right data in hand, you can create scalable, repeatable marketing processes. Learn the essentials of data-driven marketing here.
Marketing Analytics: The Secret To Your Business SuccessKavika Roy
https://www.datatobiz.com/blog/marketing-analytics-for-business-success/
Monitoring websites to track the success of a business is a culture and has since become a practice. It is usually interpreted that if the graph is good, the business is on the road to success and this somehow leads to significant aspects being neglected. Now, you must be wondering why so? This is a fact though, that simply by analyzing your website, you might just never be able to reach potential leads or evaluate the conversion rate of your potential customers or maybe even understand what is actually desired of your product to fulfill the demands of the market. Marketing analytics fills in the blank here and is the answer to all the forecasting you have been doing to date based on the evidence only. Implementing marketing analytics is what is to be learned now.
When it comes to analytics there are people who will behave as if it doesn’t matter. But it sure does. Smart people across the globe are investing in this science so as to improve campaigns and gain insights. Data from HBR (2015) shows various ways in which marketing analytics is being used by different companies.
Unlocking the True Potential of Data on MobileInMobi
While over 90% of a consumer’s time is spent on smartphones, only 53% of advertising budgets are being spent to reach them here. Can mobile data help advertisers make the successful switch to making a true investment and go digital-first? As a marketer, your biggest struggle is the effort to build a holistic persona of every user by combining all data assets across every touch point you have had with your users.
Patient Loyalty: What it Takes to Earn Their Loyalty Sallie Burnett
Patient Loyalty Is Up for Grabs
Recent research showed consumers are just as likely to switch healthcare providers as hotels if they don’t get responsiveness and convenience. In fact, 61% would switch providers to get an appointment quickly. 52% would switch to get an appointment at a convenient location.
Those healthcare providers that develop strategies, capabilities and analytics to enable the key elements of a superior patient experience—speed to access, convenience, information transparency and personalized service— will be best positioned to outperform their peers.
This presentation gives you insight into the current healthcare marketplace and seven best practices for building patient loyalty.
Every consumer leaves a digital trail behind as she navigates the web. And these insights – available at your fingertips today through consumer intent scoring – are the type of intelligence that you could only dream of accessing just a few short years ago. When you have sharper vision into the consumer’s buying journey, you make sounder decisions that increase the likelihood of turning that consumer into your newest paying customer.
India Clinical Trials Market: Industry Size and Growth Trends [2030] Analyzed...Kumar Satyam
According to TechSci Research report, "India Clinical Trials Market- By Region, Competition, Forecast & Opportunities, 2030F," the India Clinical Trials Market was valued at USD 2.05 billion in 2024 and is projected to grow at a compound annual growth rate (CAGR) of 8.64% through 2030. The market is driven by a variety of factors, making India an attractive destination for pharmaceutical companies and researchers. India's vast and diverse patient population, cost-effective operational environment, and a large pool of skilled medical professionals contribute significantly to the market's growth. Additionally, increasing government support in streamlining regulations and the growing prevalence of lifestyle diseases further propel the clinical trials market.
Growing Prevalence of Lifestyle Diseases
The rising incidence of lifestyle diseases such as diabetes, cardiovascular diseases, and cancer is a major trend driving the clinical trials market in India. These conditions necessitate the development and testing of new treatment methods, creating a robust demand for clinical trials. The increasing burden of these diseases highlights the need for innovative therapies and underscores the importance of India as a key player in global clinical research.
Navigating Challenges: Mental Health, Legislation, and the Prison System in B...Guillermo Rivera
This conference will delve into the intricate intersections between mental health, legal frameworks, and the prison system in Bolivia. It aims to provide a comprehensive overview of the current challenges faced by mental health professionals working within the legislative and correctional landscapes. Topics of discussion will include the prevalence and impact of mental health issues among the incarcerated population, the effectiveness of existing mental health policies and legislation, and potential reforms to enhance the mental health support system within prisons.
Defecation
Normal defecation begins with movement in the left colon, moving stool toward the anus. When stool reaches the rectum, the distention causes relaxation of the internal sphincter and an awareness of the need to defecate. At the time of defecation, the external sphincter relaxes, and abdominal muscles contract, increasing intrarectal pressure and forcing the stool out
The Valsalva maneuver exerts pressure to expel faeces through a voluntary contraction of the abdominal muscles while maintaining forced expiration against a closed airway. Patients with cardiovascular disease, glaucoma, increased intracranial pressure, or a new surgical wound are at greater risk for cardiac dysrhythmias and elevated blood pressure with the Valsalva maneuver and need to avoid straining to pass the stool.
Normal defecation is painless, resulting in passage of soft, formed stool
CONSTIPATION
Constipation is a symptom, not a disease. Improper diet, reduced fluid intake, lack of exercise, and certain medications can cause constipation. For example, patients receiving opiates for pain after surgery often require a stool softener or laxative to prevent constipation. The signs of constipation include infrequent bowel movements (less than every 3 days), difficulty passing stools, excessive straining, inability to defecate at will, and hard feaces
IMPACTION
Fecal impaction results from unrelieved constipation. It is a collection of hardened feces wedged in the rectum that a person cannot expel. In cases of severe impaction the mass extends up into the sigmoid colon.
DIARRHEA
Diarrhea is an increase in the number of stools and the passage of liquid, unformed feces. It is associated with disorders affecting digestion, absorption, and secretion in the GI tract. Intestinal contents pass through the small and large intestine too quickly to allow for the usual absorption of fluid and nutrients. Irritation within the colon results in increased mucus secretion. As a result, feces become watery, and the patient is unable to control the urge to defecate. Normally an anal bag is safe and effective in long-term treatment of patients with fecal incontinence at home, in hospice, or in the hospital. Fecal incontinence is expensive and a potentially dangerous condition in terms of contamination and risk of skin ulceration
HEMORRHOIDS
Hemorrhoids are dilated, engorged veins in the lining of the rectum. They are either external or internal.
FLATULENCE
As gas accumulates in the lumen of the intestines, the bowel wall stretches and distends (flatulence). It is a common cause of abdominal fullness, pain, and cramping. Normally intestinal gas escapes through the mouth (belching) or the anus (passing of flatus)
FECAL INCONTINENCE
Fecal incontinence is the inability to control passage of feces and gas from the anus. Incontinence harms a patient’s body image
PREPARATION AND GIVING OF LAXATIVESACCORDING TO POTTER AND PERRY,
An enema is the instillation of a solution into the rectum and sig
Medical Technology Tackles New Health Care Demand - Research Report - March 2...pchutichetpong
M Capital Group (“MCG”) predicts that with, against, despite, and even without the global pandemic, the medical technology (MedTech) industry shows signs of continuous healthy growth, driven by smaller, faster, and cheaper devices, growing demand for home-based applications, technological innovation, strategic acquisitions, investments, and SPAC listings. MCG predicts that this should reflects itself in annual growth of over 6%, well beyond 2028.
According to Chris Mouchabhani, Managing Partner at M Capital Group, “Despite all economic scenarios that one may consider, beyond overall economic shocks, medical technology should remain one of the most promising and robust sectors over the short to medium term and well beyond 2028.”
There is a movement towards home-based care for the elderly, next generation scanning and MRI devices, wearable technology, artificial intelligence incorporation, and online connectivity. Experts also see a focus on predictive, preventive, personalized, participatory, and precision medicine, with rising levels of integration of home care and technological innovation.
The average cost of treatment has been rising across the board, creating additional financial burdens to governments, healthcare providers and insurance companies. According to MCG, cost-per-inpatient-stay in the United States alone rose on average annually by over 13% between 2014 to 2021, leading MedTech to focus research efforts on optimized medical equipment at lower price points, whilst emphasizing portability and ease of use. Namely, 46% of the 1,008 medical technology companies in the 2021 MedTech Innovator (“MTI”) database are focusing on prevention, wellness, detection, or diagnosis, signaling a clear push for preventive care to also tackle costs.
In addition, there has also been a lasting impact on consumer and medical demand for home care, supported by the pandemic. Lockdowns, closure of care facilities, and healthcare systems subjected to capacity pressure, accelerated demand away from traditional inpatient care. Now, outpatient care solutions are driving industry production, with nearly 70% of recent diagnostics start-up companies producing products in areas such as ambulatory clinics, at-home care, and self-administered diagnostics.
Telehealth Psychology Building Trust with Clients.pptxThe Harvest Clinic
Telehealth psychology is a digital approach that offers psychological services and mental health care to clients remotely, using technologies like video conferencing, phone calls, text messaging, and mobile apps for communication.
We understand the unique challenges pickleball players face and are committed to helping you stay healthy and active. In this presentation, we’ll explore the three most common pickleball injuries and provide strategies for prevention and treatment.
Struggling with intense fears that disrupt your life? At Renew Life Hypnosis, we offer specialized hypnosis to overcome fear. Phobias are exaggerated fears, often stemming from past traumas or learned behaviors. Hypnotherapy addresses these deep-seated fears by accessing the subconscious mind, helping you change your reactions to phobic triggers. Our expert therapists guide you into a state of deep relaxation, allowing you to transform your responses and reduce anxiety. Experience increased confidence and freedom from phobias with our personalized approach. Ready to live a fear-free life? Visit us at Renew Life Hypnosis..
The dimensions of healthcare quality refer to various attributes or aspects that define the standard of healthcare services. These dimensions are used to evaluate, measure, and improve the quality of care provided to patients. A comprehensive understanding of these dimensions ensures that healthcare systems can address various aspects of patient care effectively and holistically. Dimensions of Healthcare Quality and Performance of care include the following; Appropriateness, Availability, Competence, Continuity, Effectiveness, Efficiency, Efficacy, Prevention, Respect and Care, Safety as well as Timeliness.
One of the most developed cities of India, the city of Chennai is the capital of Tamilnadu and many people from different parts of India come here to earn their bread and butter. Being a metropolitan, the city is filled with towering building and beaches but the sad part as with almost every Indian city
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.