The era of digital health has arrived and your medical technology should be participating. Here's a reference to get you started.

1. Connecting Providers & Patients:
Navigating Haystacks of Needles
Debbie Donovan Medical Device Digital Marketer
Spring 2014

2. Marketing Has Changed
Spring 2014 © 2014 eGoldSolutions 2

3. Facilitating 3‐Way Communication
Social facilitates 3 types of
communication
1 Company to consumers
(single direction 1 to many)
2 Consumers to consumers
(bi‐directional 1:1 privately)
3 Consumers to company
(bi‐directional many to 1 with many watching)
Consumers Consumers
Social Media
Company
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4. Traditional vs. Digital Marketing
VS
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5. Traditional Adoption
Patient
Doctor
Gain doctor’s attention
with clinical data
Train doctor to add
skill to their tool belt
Doctor selects site of
service and advocates
for inclusion into costs
Doctor educates
patient (?)
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6. Digitally‐enabled Adoption
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Educated Consumers
discuss topic with
primary care
Educated At Risk
Patients demand
branded care from
specialist
Referring health care
providers point to best
specialists‐‐
Branded offering is a
differentiator
Specialist closes loop
with referring HCPs—
reinforces brand value
Consumers
Patients
Referring HCPs
Doctor Facilities
Spring 2014

7. Patient Activity Key Influences
There is a symbiosis between physicians and the internet.
Let’s take a closer look at trusted source vs.
first behavior
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Spring 2014

8. Search web…Find a doc…Get consult
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What if patients
learned about their
symptoms, conditions
and treatment options
on a physician
website?
Do you think patients
will use “contact us”
website form to
communicate with
practice?
Q:
Q:
Source: http://content.nejm.org/cgi/content/extract/362/9/846
Spring 2014

9. Search Behaviors
2013 Pew Internet Health Online Report
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Spring 2014

10. All Roads Lead to Health Care Providers
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Search Engine Marketing
Keyword buys by zip code
leads to branded locator
Branded Toolkit
Local marketing tactics
execution
Sales/Liaisons
Referrals from Primary Care
and relevant specialites
Calls Logged &
Transferred
Health Care
Providers
Spring 2014

11. Monetize Digital Marketing
New Facilities
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Organic Search (SEO)
Paid Search (Adwords)
Media (Social +
Traditional)
Partnerships
Marketing Toolkit
Content Syndication
Turn consumers into
patients
Assist Referring HCPs
New Users
Sales Data
Digital Analytics
Spring 2014

12. Web‐Revenue Relationship
Landing Page/Post from SEO/SEM
User Sessions = multi‐page views of a website
Visitor views locator search result
Customer Contact Page
Call/Email/Link to Practice
Visit practice website
Call/Email from
Practice Website
$$$
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Spring 2014

13. Marketing Program Integration
Contact Patients
Branded Physician Locator Community Partnerships
Surgeon & hospital sites
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Spring 2014

14. Practice Marketing: Step‐by‐step
Key Activities
Website Outreach Harness your
office
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Secret Shop
Referral
Outreach
• Educate your staff
• Nominate an
expert
• Display materials
Ask patients
to rate you or tell
their stories
Keyword buys
Advertising
Direct Mail
Public relations
• Email response
• Web to phone
• Visitor traffic
• Google Alerts
• Case Reports
• Thank you notes
Patient
Outreach
Consumer
• Phone calls
• Emails
• Grand Rounds
• Local HCP
Meetings
Intake form
Cases/week
• Website
• Search Engine
Optimize
• Manage
Reputation
Check‐ups & Metrics
Intake form
Cases/week
Spring 2014

15. Example of Integrated Marketing
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Solo practice w/2 LA locations
1. Practis Inc. live March 2009
www.roboticurologymd.com
content & SEO upgrades included:
• Animation modules
• XML Site map
• Google Local
submission form
2. PatientBuilder projects
• Purchased personalized
brochures
• Then added 7 month print and
billboard advertising schedule
1
2
Spring 2014

16. Hospitals Must Market With Doctors
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17. Hospital social media channels
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18. Health Care Social Media Activity
Wikis to research what industry
and providers are doing.
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Spring 2014

19. Social Media Regulations
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They are in and active!
Visit
Spring 2014

20. Best Blog Post of 2010
From White Paper
Page 10
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Spring 2014

21. Leveraging Social Objects
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Social Networks—patient
communities have sprung up around
health conditions and they “Like,”
“Comment,” or “Share This” when
they stumble upon relevant objects
(videos, blog posts, news items)
• Facebook Pages and groups
• Disease specific forums:
PatientsLikeMe,
HealingWell,
HysterSisters
• Communities around
bloggers
Spring 2014

22. Live examples
1
2
3a 3b
3c
3d
4
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Spring 2014

23. Best Blog Post of 2011
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24. Understanding Buzz
http://youtu.be/EKcL0gAV51c
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Best presentation of Dreamforce 2013
CEO of BuzzFeed breaks down
• Why things go viral
• How you can create content
that is Buzz worthy
• Best 60 minutes you will spend
on YouTube all year!
Spring 2014

25. Regulatory & Legal
Set the tone: “Yes we can”
For the quality system write a general work
instruction to authorize posts and
engagement
D2’s flexibility phrases:
• All approved released documents
(labeling) may be used in whole
or part as content for posting
and engagement.
• Including but not limited to…
• Allow rebroadcasting of 3rd party
(on label) content…
Refer to your existing adverse event and
complaint reporting workflow processes
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Spring 2014

26. The Social Technographics Ladder
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27. Four‐step approach to the groundswell
P People
Assess your customers’ social activities
O Objectives
Decide what you want to accomplish
Strategy
Plan for how relationships with
customers will change S
T Technology
Decide which social technologies to use
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Spring 2014

28. Grab your real estate
http://threewisedames.com/2012/06/28/creating-a-digital-entity-step-by-step/
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Visit: http://namechk.com/
to test handles across networks
• WordPress
• YouTube channel
• Facebook page
• Twitter handle
• Create a master gmail account for
logins
Spring 2014

29. Leverage your assets
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Websites
corporate and product
patient and HCP facing
ShareThis +
Social objects
Facebook
Twitter
YouTube
LinkedIn
Slideshare
Instagram
Pinterest
Spring 2014

30. WordPress Blog/Website
What is it?
Platform for website with simple content
management system
How to use it?
Build your website pages and blog posts is
a section within
Where’s the ROI?
Search algorithms catalog pages and posts
very well for organic search
Hot Tip:
Build the theme as “responsive design” to
auto adjust on any device—mobile or desktop
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Spring 2014

31. Twitter
What is it?
Posts of 140 character short links to
websites, videos and photos
How to use it?
Use for news syndication
• Post relevant clinical articles
• Post all company news
• Repost highlighted news coverage
Where’s the ROI?
• Re‐tweets (RT) from followers + lists
following you
• Replies, mentions and favorites
• #Hashtag campaigns
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Spring 2014

32. Facebook
What is it?
Shared social objects heavily visual
How to use it?
Carefully construct reason to join/like
(think about embarrassment factor)
Where’s the ROI?
Comments and shares of objects to
friends of members
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Spring 2014

33. YouTube
What is it?
Videos of <10 minutes
How to use it?
Post all released video content to be
“found” and embed in website
Where’s the ROI?
Long tail: views of videos over time
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Spring 2014

34. Linkedin
What is it?
Professional social network
How to use it?
Join and create groups
Where’s the ROI?
All participation displayed on update
feed; weekly email of activity in your
network triggers visits
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Spring 2014

35. Others to Consider
ROI: Easy to fulfill requests for slides/images
Use Creative Commons for ©
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Spring 2014

36. Reading List
CluetrainManifesto—95 Theses
download the 8‐page summary:
http://www.cluetrain.com/cluetrain.pdf
Written in 1999: “People of earth...A powerful global
conversation has begun. …markets are getting smarter— and
getting smarter faster than most companies.”
Groundswell
because 1/3 of the examples are health care related
Groundswell is defined as
“a social trend in which people use technologies to get the things
they need from each other, rather than from traditional institutions
like corporations”
Bringing the Social Media #Revolution to Health Care
is a collection of essays from the Mayo Clinical Center for
Social Media (#MCCSM)
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Spring 2014

37. Hubspot Predictions
20
 Marketers embrace smart content
 Marketing speaks like a human
 Email lives on
 Inbound, not automation, becomes priority
 Marketing technology evolves
 I’ll take some content curation, please
 Content crowdsourcing grows
 Marketing gets gamified
 A picture is worth 1000 words
 Context is content’s new best friend
 Outbound marketing looses traction
 Campaigns fade out, real‐time marketing is in
 Inbound marketing grows company‐wide
 Know thy customer
 Marketing becomes more accountable for
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revenue generation
 Social media gets integrated
 Be mobile or fall behind
 Social and content impact SEO even more
 Companies look to hire more inbound
marketing talent
 Big data gets bigger and digestible
Marketing Trends &
Predictions for 2013 &
Beyond
http://www.hubspot.com/marketing‐resources/
Spring 2014

38. D2’s favorite resources
SmartBrief subscriptions:
• AANP for health topics picked up by general press and
policy trends
• AdvaMed for device and diagnostic industry news
• Social Media for latest trends, webinars
• Healthcare Marketers feed rounds up best practices using
traditional and new media
Gurus for Social Media in Medicine:
• http://www.doseofdigital.com/healthcare‐pharma‐social‐media‐
wiki/ Digital media agency Possible Worldwide’s blog
• http://social‐media‐university‐global.org/ Lee Aase is
Director, Center for Social Media at the Mayo Clinic
http://socialmedia.mayoclinic.org/
• http://ebennett.org Ed Bennett‘s blog called Found In
Cache
Pew Reports:
http://www.pewinternet.org/Subscribe.aspx
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Spring 2014

39. Debbie Donovan
Medical Device Digital Marketer
Providing life science companies with:
• On‐line marketing solutions that drive product sales
• Compliant, cooperative customer marketing programs
• Policies and procedures for social media engagement
Contact points:
• Cell: 408‐621‐0216
• deb@egoldsolutions.com
• LinkedIn: http://www.linkedin.com/in/donovandebbie
• Blog: http://threewisedames.com/category/debbie
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Spring 2014

40. Thank You!
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