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.
What’s next in healthcare digital marketing?White Rhino
It's time to think beyond hospital digital marketing table stakes and embrace a new generation of provider digital marketing. It’s “advertising without the ads” and works best when weaved into the organization’s operational fabric. A recent presentation at the Greystone Healthcare Internet Conference shares how creating valuable digital services can build engaging, life-long patient relationships that improve hospital service, raise satisfaction and build a better care experience.
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.
What's transforming healthcare digital marketing?Shawn M. Gross
1) Healthcare organizations are shifting from episodic, provider-centric care to continuous, patient-centric care through digital marketing and technology.
2) By creating personalized digital experiences and using data to provide ongoing guidance and support, hospitals can build lifelong relationships with patients and encourage healthy behaviors.
3) Massachusetts General Hospital is piloting new care models like telehealth and digital health practices to improve outcomes through proactive, technology-enabled care between visits.
The 3 D's of Smarter Hospital Marketing: Data, Digital and DemandYourCareUniverse
We’re seeing a radical integration of the consumer experience across physical and virtual environments, reshaping product and service delivery powered by data consolidation and digital platforms. Big data is becoming smart data -- opening the door for new engagement models which take a 360 degree view of the market. This session will focus on best practices for how hospitals will engage with their markets and grow profitable brands.
Developing a Digital Strategy for Healthcare MarketingCymbal Interactive
As interactive marketing budgets and activities increase, right along with the number of marketing channels, marketers need to take stock of what their money is buying them.
How do you retain leads and keep them from turning to online research and social media channels for information that you can’t control?
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.
Content Marketing Rules for Healthcare OrganizationsAIS Media, Inc.
This document summarizes a presentation on content marketing strategies for healthcare organizations. It discusses defining target personas and mapping the patient journey to determine relevant content types and frequency. The content marketing triad of personas, format, and frequency is introduced to help establish an effective strategy. Examples of healthcare organizations successfully using content are provided, highlighting the importance of this approach for patient engagement and search engine optimization.
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.
What’s next in healthcare digital marketing?White Rhino
It's time to think beyond hospital digital marketing table stakes and embrace a new generation of provider digital marketing. It’s “advertising without the ads” and works best when weaved into the organization’s operational fabric. A recent presentation at the Greystone Healthcare Internet Conference shares how creating valuable digital services can build engaging, life-long patient relationships that improve hospital service, raise satisfaction and build a better care experience.
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.
What's transforming healthcare digital marketing?Shawn M. Gross
1) Healthcare organizations are shifting from episodic, provider-centric care to continuous, patient-centric care through digital marketing and technology.
2) By creating personalized digital experiences and using data to provide ongoing guidance and support, hospitals can build lifelong relationships with patients and encourage healthy behaviors.
3) Massachusetts General Hospital is piloting new care models like telehealth and digital health practices to improve outcomes through proactive, technology-enabled care between visits.
The 3 D's of Smarter Hospital Marketing: Data, Digital and DemandYourCareUniverse
We’re seeing a radical integration of the consumer experience across physical and virtual environments, reshaping product and service delivery powered by data consolidation and digital platforms. Big data is becoming smart data -- opening the door for new engagement models which take a 360 degree view of the market. This session will focus on best practices for how hospitals will engage with their markets and grow profitable brands.
Developing a Digital Strategy for Healthcare MarketingCymbal Interactive
As interactive marketing budgets and activities increase, right along with the number of marketing channels, marketers need to take stock of what their money is buying them.
How do you retain leads and keep them from turning to online research and social media channels for information that you can’t control?
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.
Content Marketing Rules for Healthcare OrganizationsAIS Media, Inc.
This document summarizes a presentation on content marketing strategies for healthcare organizations. It discusses defining target personas and mapping the patient journey to determine relevant content types and frequency. The content marketing triad of personas, format, and frequency is introduced to help establish an effective strategy. Examples of healthcare organizations successfully using content are provided, highlighting the importance of this approach for patient engagement and search engine optimization.
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.
How to Leverage Digital Channels to Drive HCP EngagementJohn Wes Green
This document discusses leveraging social, mobile, and online channels to drive engagement with healthcare professionals (HCPs). It presents a methodology called "Getting R.E.A.D.Y." for relationship marketing with HCPs using multiple channels. Key trends discussed include the growth of digital technologies like mobile apps, social media, videos and podcasts. The focus is on using various channels to build relationships with HCPs and influence their prescribing behaviors over the long term.
By the Numbers: The Importance of Healthcare Consumer ExperienceInfluence Health
This document discusses the importance of the healthcare consumer experience and provides data to support investing in consumer engagement technology and strategy. Some key points made include:
- Only 49% of healthcare consumers are currently satisfied with their overall consumer experience.
- 70% of marketers fail to deliver the business results CEOs expect from digital marketing and customer experience management.
- CRMs have shown an $8.71 return for every $1 invested and personas increase lead generation effectiveness 2-5x.
- Most consumers are doing online research and reviews impact trust, so organizations need strategies for social media, search, and online reputation management.
To achieve buy-in, budget approval, or a project green light you must first engage. As marketers we study the art of engagement. We develop programs, content, and analytics to maximize engagement with HCPs, patients, KOLs, POLs, payers, and policy makers. We recognize that we must deliver content that educates, nurtures, and motivates. As marketers we recognize that we must deliver the right content, to the right people, at the right time, and through the right channel. And as marketers we understand that the most effective form of engagement results from storytelling.
So why do we fail so miserably at engaging our internal audience? More than any business unit, marketing should have perfected the business presentation. And yet, we often fall back into the bad habit of bullet-point heavy PowerPoint presentations, charts and graphs, and messaging that focuses on what’s missing versus what is possible.
In order to succeed you must create an internal environment for success. To do this you must guide the company to the realization that the initiative is a change for the better and that they are a part of that positive change. And much like engaging with your external audience, engaging with your internal audience requires preparation, analysis, relevant content with context, and storytelling.
The Many Faces of Facebook: Healthcare Service Line Marketing TipsInfluence Health
Social media helps us connect and share information, immediately. Healthcare organizations that tap into social advertising’s potential can help grow their organization and service line business while promoting better health among their population. Learn best practices, audience insights, and practical tips for success.
Healthcare Digital Marketing Enabling Healthcare Firms for Digital RevolutionInnoMind Technologies
This document discusses how digital marketing can help healthcare firms connect with patients, doctors, and other stakeholders online to build their brands and achieve digital growth. It explains that digital marketing strategies can help attract more patients, grow service lines, engage communities, attract talent, and increase brand awareness for healthcare networks, hospitals, specialty clinics, urgent cares, and individual practitioners. Some key statistics provided include that one in 20 Google searches are health-related and over 60% of smartphone users look up health conditions online.
Attract Patients from Healthcare Digital MarketingOn Tap Growth
This document outlines strategies for digital growth in the healthcare industry. It discusses key trends like consumers researching options online. The agenda includes discussing factors patients consider when booking appointments online and setting up patient-centric websites. It recommends investing in digital marketing platforms to drive more patients online. Specific strategies are outlined, like developing personas, optimizing websites for search engines, creating educational content, implementing email marketing, and using social media. Metrics should be tracked to refine tactics. An example campaign for heart health awareness is provided.
Patient Loyalty: What it Takes to Earn Their Loyalty Sallie Burnett
The document discusses strategies for earning patient loyalty in healthcare. It defines loyalty and distinguishes it from satisfaction. Loyalty is built on satisfaction over multiple interactions that generate value. Earning recommendations is more important for healthcare providers than other industries due to influence on choices, but healthcare lags in customer service and loyalty. The 7 best practices outlined for building patient loyalty include quantifying loyalty economics, segmenting customers, improving digital experiences, cementing value relationships, and enabling referrals.
Healthcare & digital marketing - Today & FutureDeepali Thakur
The document provides a summary of a digital marketing study for a healthcare company. It outlines the objectives, stages, research questions, hypotheses, and findings from secondary research, keyword trend analysis, website analysis, and primary research. The key findings include identifying priority health issues, regions, and media to focus digital efforts on, such as HIV, hepatitis, diabetes in Delhi, Tamil Nadu and analyzing gaps in patient and doctor knowledge websites.
The document outlines 5 steps for developing a healthcare content strategy: 1) Define goals such as improving social media presence or collecting email addresses, 2) Identify the target audience through demographics, search keywords, and social media habits, 3) Start creating relevant content like case studies or health blogs, 4) Publish content across multiple social media platforms using an editorial calendar, and 5) Evaluate efforts to determine if the right audience is being reached and goals are being met. The overall goal of a content strategy is to attract and retain customers through consistently creating useful information.
The role of search in a Multi Channel Marketing strategyNew Age Marketing
Stan Bilinski gave a presentation on the importance of search in developing an HCP multi-channel marketing strategy. He showed that doctors and patients extensively use search engines like Google to find health and medical information. Search has become doctors' primary online resource, especially on mobile. Bilinski advocated that pharmaceutical companies focus on inbound marketing through search to efficiently engage customers and drive them to online educational content and marketing channels.
Value of Helpful Expertise on the Retail FloorExperticity
Just how much of an impact can brand training and helpful expertise really make on your bottom line? Until now, no one really knew. Turns out, it’s a lot – up to 69% more in sales. That’s just one of many discoveries we made during our third-party academic study of the retail industry conducted by the academic research group at the University of Pennsylvania Wharton School.
Mera Medicare aims to change the landscape for pharmacists and customers by allowing online ordering and delivery of prescription drugs. To increase its pharmacist base, Mera Medicare will use a three-pronged approach - a sales team to explain the benefits, an operations team to assist with setting up home delivery logistics, and a technology team to help with integration. To expand its customer base, Mera Medicare will use social media marketing, develop a mobile app, promote through physical shops, and offer promotional discounts.
#IBMRetailMcr - The Boots Story, Martin Squires, BootsTony Whitelaw
Martin Squires, International Head of Customer Insight at Boots shares the story of how Boots have developed their customer programmes at the IBM Driving the Best in Retail Innovation event - 23rd Sept 2014, The Lowry, Manchester
The document discusses using social media marketing as part of a multichannel marketing strategy for pharmaceutical companies. It outlines both the opportunities and challenges of using social media in the pharmaceutical space, providing examples of companies like Johnson & Johnson and Pfizer that have successfully leveraged social media. The document argues that while social media presents regulatory challenges, it also provides opportunities to engage customers and communities in meaningful two-way conversations if done properly.
The document summarizes the findings of a survey on the state of digital healthcare marketing in 2017. Key findings include:
- Healthcare lags behind other industries in digital marketing efforts such as social media and mobile apps.
- CRM and marketing automation tools are being used more compared to 2015, but advanced technologies are still not widely deployed.
- Top challenges remain lack of budget, silos between departments, and resistance to change.
- Most organizations have not mapped customer journeys across digital and mobile channels.
The recommendations encourage healthcare marketers to improve measurement of ROI, transition to more technology-focused marketing, and continue educating leadership on the value of digital strategies.
CVS Pharmacy faces high competition and low differentiation in the market. Their marketing plan aims to build customer loyalty through rewarding social media engagement with coupons, personalizing offers through relationship marketing like Extra Bucks rewards and local store recommendations on mobile, and allocating $1 million total across social, relationship, and mobile marketing channels over 6 months to increase coupon redemptions, Extra Bucks used, and mobile check-ins.
Why Empathy-Driven Marketing Works in a Changing Healthcare MarketplaceBrandSquare
How can you win empowered healthcare customers? Learn how to tap into emotional motivators to create meaningful connections between products & services and consumers.
Watch the entire webinar here: http://videos.brandsquare.com/watch/Vfe7pkL3wnCkxkWdCFVQse
Biopharma Marketing – Harnessing Change for Growthaccenture
The document summarizes findings from a survey of biopharma CEOs and marketing executives about the future of biopharma marketing. It found that while 87% of CEOs expect deep customer insights to improve impact, around half of marketing executives feel they lack understanding of customer wants and needs and cannot predict changes. Additionally, 3 in 4 marketing executives do not feel confident they have the right tools to deliver disruptive growth. The document suggests biopharma companies should orient their commercial models around outcomes, architect new marketing organizations, and embrace data and analytics to better understand customers.
How to Leverage Digital Channels to Drive HCP EngagementJohn Wes Green
This document discusses leveraging social, mobile, and online channels to drive engagement with healthcare professionals (HCPs). It presents a methodology called "Getting R.E.A.D.Y." for relationship marketing with HCPs using multiple channels. Key trends discussed include the growth of digital technologies like mobile apps, social media, videos and podcasts. The focus is on using various channels to build relationships with HCPs and influence their prescribing behaviors over the long term.
By the Numbers: The Importance of Healthcare Consumer ExperienceInfluence Health
This document discusses the importance of the healthcare consumer experience and provides data to support investing in consumer engagement technology and strategy. Some key points made include:
- Only 49% of healthcare consumers are currently satisfied with their overall consumer experience.
- 70% of marketers fail to deliver the business results CEOs expect from digital marketing and customer experience management.
- CRMs have shown an $8.71 return for every $1 invested and personas increase lead generation effectiveness 2-5x.
- Most consumers are doing online research and reviews impact trust, so organizations need strategies for social media, search, and online reputation management.
To achieve buy-in, budget approval, or a project green light you must first engage. As marketers we study the art of engagement. We develop programs, content, and analytics to maximize engagement with HCPs, patients, KOLs, POLs, payers, and policy makers. We recognize that we must deliver content that educates, nurtures, and motivates. As marketers we recognize that we must deliver the right content, to the right people, at the right time, and through the right channel. And as marketers we understand that the most effective form of engagement results from storytelling.
So why do we fail so miserably at engaging our internal audience? More than any business unit, marketing should have perfected the business presentation. And yet, we often fall back into the bad habit of bullet-point heavy PowerPoint presentations, charts and graphs, and messaging that focuses on what’s missing versus what is possible.
In order to succeed you must create an internal environment for success. To do this you must guide the company to the realization that the initiative is a change for the better and that they are a part of that positive change. And much like engaging with your external audience, engaging with your internal audience requires preparation, analysis, relevant content with context, and storytelling.
The Many Faces of Facebook: Healthcare Service Line Marketing TipsInfluence Health
Social media helps us connect and share information, immediately. Healthcare organizations that tap into social advertising’s potential can help grow their organization and service line business while promoting better health among their population. Learn best practices, audience insights, and practical tips for success.
Healthcare Digital Marketing Enabling Healthcare Firms for Digital RevolutionInnoMind Technologies
This document discusses how digital marketing can help healthcare firms connect with patients, doctors, and other stakeholders online to build their brands and achieve digital growth. It explains that digital marketing strategies can help attract more patients, grow service lines, engage communities, attract talent, and increase brand awareness for healthcare networks, hospitals, specialty clinics, urgent cares, and individual practitioners. Some key statistics provided include that one in 20 Google searches are health-related and over 60% of smartphone users look up health conditions online.
Attract Patients from Healthcare Digital MarketingOn Tap Growth
This document outlines strategies for digital growth in the healthcare industry. It discusses key trends like consumers researching options online. The agenda includes discussing factors patients consider when booking appointments online and setting up patient-centric websites. It recommends investing in digital marketing platforms to drive more patients online. Specific strategies are outlined, like developing personas, optimizing websites for search engines, creating educational content, implementing email marketing, and using social media. Metrics should be tracked to refine tactics. An example campaign for heart health awareness is provided.
Patient Loyalty: What it Takes to Earn Their Loyalty Sallie Burnett
The document discusses strategies for earning patient loyalty in healthcare. It defines loyalty and distinguishes it from satisfaction. Loyalty is built on satisfaction over multiple interactions that generate value. Earning recommendations is more important for healthcare providers than other industries due to influence on choices, but healthcare lags in customer service and loyalty. The 7 best practices outlined for building patient loyalty include quantifying loyalty economics, segmenting customers, improving digital experiences, cementing value relationships, and enabling referrals.
Healthcare & digital marketing - Today & FutureDeepali Thakur
The document provides a summary of a digital marketing study for a healthcare company. It outlines the objectives, stages, research questions, hypotheses, and findings from secondary research, keyword trend analysis, website analysis, and primary research. The key findings include identifying priority health issues, regions, and media to focus digital efforts on, such as HIV, hepatitis, diabetes in Delhi, Tamil Nadu and analyzing gaps in patient and doctor knowledge websites.
The document outlines 5 steps for developing a healthcare content strategy: 1) Define goals such as improving social media presence or collecting email addresses, 2) Identify the target audience through demographics, search keywords, and social media habits, 3) Start creating relevant content like case studies or health blogs, 4) Publish content across multiple social media platforms using an editorial calendar, and 5) Evaluate efforts to determine if the right audience is being reached and goals are being met. The overall goal of a content strategy is to attract and retain customers through consistently creating useful information.
The role of search in a Multi Channel Marketing strategyNew Age Marketing
Stan Bilinski gave a presentation on the importance of search in developing an HCP multi-channel marketing strategy. He showed that doctors and patients extensively use search engines like Google to find health and medical information. Search has become doctors' primary online resource, especially on mobile. Bilinski advocated that pharmaceutical companies focus on inbound marketing through search to efficiently engage customers and drive them to online educational content and marketing channels.
Value of Helpful Expertise on the Retail FloorExperticity
Just how much of an impact can brand training and helpful expertise really make on your bottom line? Until now, no one really knew. Turns out, it’s a lot – up to 69% more in sales. That’s just one of many discoveries we made during our third-party academic study of the retail industry conducted by the academic research group at the University of Pennsylvania Wharton School.
Mera Medicare aims to change the landscape for pharmacists and customers by allowing online ordering and delivery of prescription drugs. To increase its pharmacist base, Mera Medicare will use a three-pronged approach - a sales team to explain the benefits, an operations team to assist with setting up home delivery logistics, and a technology team to help with integration. To expand its customer base, Mera Medicare will use social media marketing, develop a mobile app, promote through physical shops, and offer promotional discounts.
#IBMRetailMcr - The Boots Story, Martin Squires, BootsTony Whitelaw
Martin Squires, International Head of Customer Insight at Boots shares the story of how Boots have developed their customer programmes at the IBM Driving the Best in Retail Innovation event - 23rd Sept 2014, The Lowry, Manchester
The document discusses using social media marketing as part of a multichannel marketing strategy for pharmaceutical companies. It outlines both the opportunities and challenges of using social media in the pharmaceutical space, providing examples of companies like Johnson & Johnson and Pfizer that have successfully leveraged social media. The document argues that while social media presents regulatory challenges, it also provides opportunities to engage customers and communities in meaningful two-way conversations if done properly.
The document summarizes the findings of a survey on the state of digital healthcare marketing in 2017. Key findings include:
- Healthcare lags behind other industries in digital marketing efforts such as social media and mobile apps.
- CRM and marketing automation tools are being used more compared to 2015, but advanced technologies are still not widely deployed.
- Top challenges remain lack of budget, silos between departments, and resistance to change.
- Most organizations have not mapped customer journeys across digital and mobile channels.
The recommendations encourage healthcare marketers to improve measurement of ROI, transition to more technology-focused marketing, and continue educating leadership on the value of digital strategies.
CVS Pharmacy faces high competition and low differentiation in the market. Their marketing plan aims to build customer loyalty through rewarding social media engagement with coupons, personalizing offers through relationship marketing like Extra Bucks rewards and local store recommendations on mobile, and allocating $1 million total across social, relationship, and mobile marketing channels over 6 months to increase coupon redemptions, Extra Bucks used, and mobile check-ins.
Why Empathy-Driven Marketing Works in a Changing Healthcare MarketplaceBrandSquare
How can you win empowered healthcare customers? Learn how to tap into emotional motivators to create meaningful connections between products & services and consumers.
Watch the entire webinar here: http://videos.brandsquare.com/watch/Vfe7pkL3wnCkxkWdCFVQse
Biopharma Marketing – Harnessing Change for Growthaccenture
The document summarizes findings from a survey of biopharma CEOs and marketing executives about the future of biopharma marketing. It found that while 87% of CEOs expect deep customer insights to improve impact, around half of marketing executives feel they lack understanding of customer wants and needs and cannot predict changes. Additionally, 3 in 4 marketing executives do not feel confident they have the right tools to deliver disruptive growth. The document suggests biopharma companies should orient their commercial models around outcomes, architect new marketing organizations, and embrace data and analytics to better understand customers.
How Insurance Agents Build Relationships Through Content MarketingOutboundEngine
The document discusses how insurance agents can use content marketing to build relationships with clients and generate referrals. It explains that content marketing is a way to communicate helpful, non-sales content to audiences and is more effective and less expensive than traditional marketing. Specifically, content marketing can help retain existing policyholders and drive word-of-mouth referrals through helpful articles, newsletters, social media posts and other engaging content. The document also provides an overview of how the OutboundEngine content marketing platform can be used to create and distribute this content across multiple channels.
How to Analyse and Monitor the Health of Your Customer BaseCarmen Mardiros
This document discusses how to analyze and monitor the health of a customer base using cohort analysis. It makes three key points:
1. Always "equalize" customers by capping cohort comparisons at a set age to avoid false alarms from older cohorts having more lifetime value.
2. Use "milestones reached" metrics like percentage reaching a second order or discount rate to track cohort behavior better than average metrics.
3. Monitor the active customer base size and response rather than total customers to remove the effects of churned and new customers which can obscure the picture. The focus should be on the customer segments that are most important to the business.
In recent years the use of Twitter during ASCO’s annual meeting of Oncologists has become a central theme at the event. Two members of our Digital Strategy team, Steve Hunt and Jason Mazur, explored the #ASCO15 hashtag and how Pharmaceutical companies utilised the channel during this year’s event.
Specially, the research addresses:
- Which pharma companies had the most ‘influence’
- The tweet strategies they deployed to achieve this influence
- Some of our favourite pharma tweets
- Thoughts for #ASCO16
For more information please contact Steve Hunt on steven.hunt@ashfieldhealthcare.com or visit www.ashfieldhealthcare.com.
Pharma Marketing in the New Age - Seminar HighlightsAnup Soans
Inside this Issue
1. Conference Report: Pharma Marketing in the New Age 2018
Salil Kallianpur, takes you through the big ideas discussed at “Pharmaceutical Marketing in the New Age 2018”
2. Photo Montage: Pharmaceutical Marketing in the New Age 2018
3. Mindfulness and the Emotionally Intelligent Leader by Melisa Pereira
An awareness of Self and Others is what makes outstanding Leaders
This course will inform, engage, and prepare participants who are considering the feasibility and benefits of adding health to microfinance. The training will provide experience-based examples, lessons learned, cost information, and discussion about addressing the link between poverty and ill health without taking MFIs off-track or incurring undue expenses.
This PPT: intro, objectives, and the agenda
The document discusses the challenges facing pharmaceutical companies in developing long-term relationships (LTRs) with customers and patients. It notes that traditional pharmaceutical marketing techniques may no longer be sufficient, as information is now more readily available to empowered patients and doctors. Pharma companies must adapt to new media and communication tactics or risk patients not wanting an LTR. Developing LTRs may require targeting and empowering more demanding stakeholder groups like empowered patients and doctors.
1) A survey by Bayer found a strong appetite for self-care in the UK if consumers have access to information, products, and technology to manage their health.
2) However, many people still visit their GP or emergency department for minor issues that could be treated with over-the-counter products. Bayer aims to empower people to self-care for minor conditions to reduce strain on the NHS.
3) Bayer's strategy includes improving access to health information online and in pharmacies, increasing education and training of pharmacy staff, and developing new technologies like self-testing kits to make self-diagnosis and treatment easier.
This document outlines the business plan and strategy for MyCounterpane, a social network that aims to reduce loneliness among chronically ill users. It discusses the problem of loneliness and illness, how MyCounterpane addresses this issue, product details, marketing strategies, revenue opportunities, team, and request to raise $1.1 million in funding. Key points covered include metrics showing MyCounterpane reduces loneliness, a subscription business model, and growth plans for additional health conditions.
Some people are locked into the belief that technology is destroying creativity, especially under marketing field. This probably goes back some way; However, the question is, does marketing Automation kill creativity? if not, what it does instead? Let's get in detail in this presentation.
Content Marketing | Data Mining | Predictive Analytics | Data Analytics | Digital Marketing
Linked in 2015 - Healthcare Talent Trends ReportBrett Mikoy
This document provides insights into what healthcare candidates want at different stages of the job search process based on a survey of over 1,600 healthcare professionals in the United States and Canada. Some key findings include:
- 70% of healthcare professionals in the US and Canada are passive candidates, meaning they are open to new opportunities but not actively looking. The top channels they use to discover jobs are word of mouth, online job boards, and social professional networks.
- The most important factors that would entice candidates to accept a new job are better compensation, better work/life balance, and a better place to work in terms of company culture.
- Candidates want recruiters to include why they are a good fit
This document provides insights into what healthcare candidates want at different stages of the job search process based on a survey of over 1,600 professionals in the United States and Canada. Some key findings include:
- 70% of healthcare professionals in the US and Canada are passive candidates, meaning they are open to new opportunities but not actively looking.
- The top three factors that would entice candidates to accept a new job are better compensation, better work-life balance, and a better place to work in terms of company culture.
- When first reaching out to candidates, recruiters should focus on explaining why the candidate is a good fit and including information about the role's responsibilities and projected salary range.
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How to Monetize Your Medical Device Idea The 1st Time!David Chisholm
As the key not speaker for the Association of Hospital Value Assessment Professionals (www.AHVAP.org) during 2016's Annual Conference in Scottsdale, Az. I decided to share my key note presentation.
Customer Experience (CX) Journey is not just about delighting customers, it is much beyond that. Find out how to deliver a superior customer experience.
Ethics in Indian Healthcare - MedicinMan October 2016Anup Soans
Inside this Issue
1. New Product Launch: An Opportunity to Launch Your Own Career! a Book Extract from HardKnocks for the GreenHorn by Anup Soans
Product launches are tracked very closely by senior management and Medical Reps who contribute to its success can easily bring themselves to the attention of management. Here’s how to get it right.
2. The Power of Emotions in Brand Building by Vivek Hattangadi
Emotions are powerful tools in the hands of marketers to draw attention, inspire action and increase retention of customers.
3. Coaching: the Art of Creating New Possibilities by K. Hariram
Anticipation of hurdles and proactively responding to them is at the heart of sales coaching.
4. BOOK REVIEW: The Ethical Doctor an extract from the Huffington Post
A deep examination of the state of the medical profession that asks the question: “Is it possible to be an ethical doctor today?”
5. BOOK REVIEW: Dissenting Diagnosis an extract from India Medical Times
A group of ethical medical practitioners talk about their profession’s declining standards, and then invite us to join them in their efforts to arrest that decline.
6. Moral Intelligence and Leadership in Pharma a Book Extract from SuperVision for the SuperWiser Front-line Manager by Anup Soans
Moral Intelligence is like a compass or the light from a lighthouse, enabling leaders to steer organizations in all kinds of weather and create trust in their leadership.
Telling the Story Behind Building a Personal Brand…Mannix
Crafting and communicating a compelling personal brand narrative that your audience will respond to doesn’t happen overnight. It requires an investment of time and resource. Relevant content marketing builds awareness, engagement, and conversion. To see a return on your investment customers must meet you at the intersection of a savvy digital strategy and social media marketing.
This document summarizes a business plan for an organization that trains and certifies individuals to provide platonic touch-based therapy sessions to help address loneliness and lack of physical contact experienced by some individuals. The organization has generated over $200,000 in revenue from over 10,000 sessions with 600 monthly clients. The business plan outlines financial projections, capital requirements, milestones, and a strategy to expand offerings and global reach.
The Six Disciplines of Strategic Thinking Leading Your Organization into the ...Lucky Gods
Dive into Strategic Thinking: Master the 6 Disciplines to Future-Proof Your Organization!
This ebook is your ultimate guide to unlocking the secrets of strategic thinking and propelling your organization into a thriving future. Get ready to:
Sharpen your vision: Craft a crystal-clear picture of your desired future and chart the course to get there.
Unleash your inner strategist: Master the 6 core disciplines that will transform you into a strategic mastermind.
Embrace change with confidence: Navigate uncertain landscapes with agility and resilience.
Outsmart the competition: Stay ahead of the curve and dominate your market.
Build a winning team: Foster a culture of strategic thinking that empowers everyone to contribute.
Ready to unlock your organization's full potential? Dive into this game-changing guide and start mastering the future today!
Is My Digital Marketing Strategy Still Relevant in 2016?Capstrat
Shift and disruption are driving the digital industry. Technology advances continue to be a moving target. Learn how digital marketing continues to evolve, and get tips for refining your digital marketing strategy in 2016.
Integrating Traditional and Social Media WebinarCapstrat
TV. Digital. Radio. Social. All great media channels, and opportunities, to reach audiences. But how do they fit together? Join Jay Dolan, Senior Social Media Strategist, and Maria Walker, Media Supervisor, as they share 10 tips for integration.
Utilities on social: 4 crisis tips for community managers Capstrat
When a crisis happens, the first resource customers turn to is social media. They expect up-to-date information, help and solutions. For a utility in a weather crisis, this means lots of unhappy customers searching for a solution to a problem we have little to no control over solving.
The worst thing a utility can do is be unprepared to respond on social media when a crisis hits. Planning responses, approval processes and even staffing is critical to success.
This slide deck provides four tips to help community managers:
- Humanize the brand
- Leverage internal expertise
- Divide and conquer customer service
- Provide transparent, timely information
A marketing campaign is not a press release, advertisement, digital tactic, etc. It’s all of these and more. But how do you determine the right mix of traditional, digital, social, direct response, mobile and more as an integrated marketing campaign?
Integrated marketing communications should drive purposeful, cross-functional and organizational collaboration to accomplish stated business objectives.
Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Develop a strong, integrated campaign that will help you justify your marketing budget – or get a budget – to your organization’s executive leadership.
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.
Capstrat: Consumer Choice and the Impact on Communications Capstrat
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.
The Importance of Black Women Understanding the Chemicals in Their Personal C...bkling
Certain chemicals, such as phthalates and parabens, can disrupt the body's hormones and have significant effects on health. According to data, hormone-related health issues such as uterine fibroids, infertility, early puberty and more aggressive forms of breast and endometrial cancers disproportionately affect Black women. Our guest speaker, Jasmine A. McDonald, PhD, an Assistant Professor in the Department of Epidemiology at Columbia University in New York City, discusses the scientific reasons why Black women should pay attention to specific chemicals in their personal care products, like hair care, and ways to minimize their exposure.
This particular slides consist of- what is Pneumothorax,what are it's causes and it's effect on body, risk factors, symptoms,complications, diagnosis and role of physiotherapy in it.
This slide is very helpful for physiotherapy students and also for other medical and healthcare students.
Here is a summary of Pneumothorax:
Pneumothorax, also known as a collapsed lung, is a condition that occurs when air leaks into the space between the lung and chest wall. This air buildup puts pressure on the lung, preventing it from expanding fully when you breathe. A pneumothorax can cause a complete or partial collapse of the lung.
Sectional dentures for microstomia patients.pptxSatvikaPrasad
Microstomia, characterized by an abnormally small oral aperture, presents significant challenges in prosthodontic treatment, including limited access for examination, difficulties in impression making, and challenges with prosthesis insertion and removal. To manage these issues, customized impression techniques using sectional trays and elastomeric materials are employed. Prostheses may be designed in segments or with flexible materials to facilitate handling. Minimally invasive procedures and the use of digital technologies can enhance patient comfort. Education and training for patients on prosthesis care and maintenance are crucial for compliance. Regular follow-up and a multidisciplinary approach, involving collaboration with other specialists, ensure comprehensive care and improved quality of life for microstomia patients.
As Mumbai's premier kidney transplant and donation center, L H Hiranandani Hospital Powai is not just a medical facility; it's a beacon of hope where cutting-edge science meets compassionate care, transforming lives and redefining the standards of kidney health in India.
The story of Dr. Ranjit Jagtap's daughters is more than a tale of inherited responsibility; it's a narrative of passion, innovation, and unwavering commitment to a cause greater than oneself. In Poulami and Aditi Jagtap, we see the beautiful continuum of a father's dream and the limitless potential of compassion-driven healthcare.
Emotional and Behavioural Problems in Children - Counselling and Family Thera...PsychoTech Services
A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
TEST BANK FOR Health Assessment in Nursing 7th Edition by Weber Chapters 1 - ...rightmanforbloodline
TEST BANK FOR Health Assessment in Nursing 7th Edition by Weber Chapters 1 - 34.
TEST BANK FOR Health Assessment in Nursing 7th Edition by Weber Chapters 1 - 34.
TEST BANK FOR Health Assessment in Nursing 7th Edition by Weber Chapters 1 - 34.
Digital Health in India_Health Informatics Trained Manpower _DrDevTaneja_15.0...DrDevTaneja1
Digital India will need a big trained army of Health Informatics educated & trained manpower in India.
Presently, generalist IT manpower does most of the work in the healthcare industry in India. Academic Health Informatics education is not readily available at school & health university level or IT education institutions in India.
We look into the evolution of health informatics and its applications in the healthcare industry.
HIMMS TIGER resources are available to assist Health Informatics education.
Indian Health universities, IT Education institutions, and the healthcare industry must proactively collaborate to start health informatics courses on a big scale. An advocacy push from various stakeholders is also needed for this goal.
Health informatics has huge employment potential and provides a big business opportunity for the healthcare industry. A big pool of trained health informatics manpower can lead to product & service innovations on a global scale in India.
Health Tech Market Intelligence Prelim Questions -Gokul Rangarajan
The Ultimate Guide to Setting up Market Research in Health Tech part -1
How to effectively start market research in the health tech industry by defining objectives, crafting problem statements, selecting methods, identifying data collection sources, and setting clear timelines. This guide covers all the preliminary steps needed to lay a strong foundation for your research.
This lays foundation of scoping research project what are the
Before embarking on a research project, especially one aimed at scoping and defining parameters like the one described for health tech IT, several crucial considerations should be addressed. Here’s a comprehensive guide covering key aspects to ensure a well-structured and successful research initiative:
1. Define Research Objectives and Scope
Clear Objectives: Define specific goals such as understanding market needs, identifying new opportunities, assessing risks, or refining pricing strategies.
Scope Definition: Clearly outline the boundaries of the research in terms of geographical focus, target demographics (e.g., age, socio-economic status), and industry sectors (e.g., healthcare IT).
3. Review Existing Literature and Resources
Literature Review: Conduct a thorough review of existing research, market reports, and relevant literature to build foundational knowledge.
Gap Analysis: Identify gaps in existing knowledge or areas where further exploration is needed.
4. Select Research Methodology and Tools
Methodological Approach: Choose appropriate research methods such as surveys, interviews, focus groups, or data analytics.
Tools and Resources: Select tools like Google Forms for surveys, analytics platforms (e.g., SimilarWeb, Statista), and expert consultations.
5. Ethical Considerations and Compliance
Ethical Approval: Ensure compliance with ethical guidelines for research involving human subjects.
Data Privacy: Implement measures to protect participant confidentiality and adhere to data protection regulations (e.g., GDPR, HIPAA).
6. Budget and Resource Allocation
Resource Planning: Allocate resources including time, budget, and personnel required for each phase of the research.
Contingency Planning: Anticipate and plan for unforeseen challenges or adjustments to the research plan.
7. Develop Research Instruments
Survey Design: Create well-structured surveys using tools like Google Forms to gather quantitative data.
Interview and Focus Group Guides: Prepare detailed scripts and discussion points for qualitative data collection.
8. Sampling Strategy
Sampling Design: Define the sampling frame, size, and method (e.g., random sampling, stratified sampling) to ensure representation of target demographics.
Participant Recruitment: Plan recruitment strategies to reach and engage the intended participant groups effectively.
9. Data Collection and Analysis Plan
Data Collection: Implement methods for data gathering, ensuring consistency and validity.
Analysis Techniques: Decide on analytical approaches (e.g., statistical
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.