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Developing a patient-centric social media campaign
Private Healthcare Summit 2019
Online marketing workshop
Oliver Capel
Director, Medico Digital
ollie@medicodigital.co.uk
@Medico_Digital
PATIENT BEHAVIOUR IS CHANGING
2.2 hours / day
time spent on social
networking channels
90%
18 – 24 year olds trust
medical info shared on
social media
1 third
Of the earth’s population
active on social media by
2021
40%
Say social media affects the
way they deal with their
health
ONLINE
CUSTOMER
EXPERIENCE
How to develop a patient-centric marketing campaign - Private Healthcare Summit 2019
DOES IT WORK?
“The process of
designing a
service or
solution around
the patient”
WHAT IS PATIENT CENTRICITY?
WHERE ARE YOUR PATIENTS?
THE PATIENT-CENTRIC PATHWAY
LISTEN DEFINE CRAFT SERVE FEEDBACK
UNDERSTAND YOUR AUDIENCE
Monitor your brand's social media
channels for:
• customer feedback
• direct mentions
• discussions regarding specific
keywords, topics, competitors, or
industries
LISTEN TO YOUR PATIENTSSTEP 1
• What questions are patients asking?
• Where are they asking them?
DEVELOP PATIENT PERSONASSTEP 2
> Goals
What do they hope to get from being
treated at your clinic?
> Demographics
Age, gender, location etc.
> Hobbies & interests
What do they enjoy doing?
> Challenges & pain points
What are they struggling with? What
emotions are they feeling?
> Sources of information
Where do they frequent online? What online
resources do they use to answer health
questions?
JON - KNEE REPLACEMENT PATIENT
- Male, 55 years old
- Married with 3 children
- Lives in Surrey, Kent
- Sports enthusiast, loves running and rugby
- Works in recruitment, fairly high affluence
- Wants to get back to playing sport
- Tends to use phone to browse the net
- Occasionally uses social media to connect with friends and
family
EXAMPLE: PATIENT PERSONA
STEP 3
• Who are you talking to?
• Why will they care?
• What are you going to say that
matters to them?
CRAFT PERSONALISED MESSAGES
Don’t tell patients why you’re so great
Emphasize what you can do for them,
how you can give them what they want.
EXAMPLE: PARTIAL KNEE REPLACEMENT
Vs
“You can’t replace
the moments you
miss”
“Get back to doing
what you love”
Relinquish
control
SERVE CONTENTSTEP 4
PAID ADVERTISING
Custom audiences
Lookalike audiences
Website custom audiences
Facebook exchange
SEQUENTIAL MESSAGING
ATTENTION INTEREST DESIRE ACTION
SHARE FEEDBACKSTEP 5
SEEK FEEDBACKSTEP 5
PATIENT CENTRED-CARE
SUMMARY
Gaining new patients by meeting
them on their preferred social
channels and providing relevant,
empathetic content to enrich their
healthcare experience
Questions?

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How to develop a patient-centric marketing campaign - Private Healthcare Summit 2019

Editor's Notes

  1. 41% of patients say social media affect their choice of doctor
  2. Scene setting
  3. Scene setting
  4. The truth is you’re trying to find value points in a process – whether it’s writing a protocol, designing a marketing campaign –where you really should get patient insight, input, and connection.
  5. More than three-quarters of UK internet users (77%) had a profile or account on a social media or messaging site or app in 2018, unchanged since 2016. Facebook was still the most-visited social media platform, reaching 41 million internet users aged 13+, or 90% of the UK internet audience. However, Facebook has begun to see a downward trend in the number of under-35s accessing the platform. The number of 18-24s fell by 4% in the year to March 2018; in contrast, visitors among the over-54s grew by 24% (2.2 million people) in the same period. Snapchat and Facebook-owned Instagram are increasingly seeing more online audiences accessing their platforms, with 22.7 million adults visiting Snapchat in March 2018, just behind Instagram at 23.1 million. However, Snapchat had much larger year-on-year growth than Instagram (122% vs. 22%). Much of this growth has been driven by the increased penetration of 25+ adults; in October 2017, for the first time, more 25-34s than 18-24s accessed Snapchat in the UK
  6. Scene setting
  7. Social listening is the monitoring of your brand's social media channels for any customer feedback and direct mentions of your brand or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to gain insights and act on those opportunities.
  8. Scene setting
  9. Public health use: https://www.forbes.com/sites/andrewarnold/2018/06/05/can-social-media-have-a-positive-impact-on-global-healthcare/#250c350f18a0
  10. Scene setting