Patients Are the Patient Experience
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We look at the change in health care to consumerism, the battlefields to win, and how to create an effective digital marketing plan to reach new audiences.
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Patients Are the Patient Experience
- 2. 2015 Fall Conference October 9, 2015 Patients are the Patient Experience
- 3. Eric Hodgson Client Strategist Geonetric eric.hodgson@geonetric.com (319) 221-1667 / (800) 589-1171 Twitter: @hodgsonatgeo Geonetric (http://www.geonetric.com)
- 4. “number one” by frankieleon, used under CC BY (http://www.flickr.com/) One Takeaway
- 5. “Some People” by n.karim, used under CC BY (http://www.flickr.com/) Patients as Consumers
- 7. “Telemedicine Consult” by Intel Free Press, used under CC BY (http://www.flickr.com/) Patients as Consumers
- 9. “Kansas City Public Library” by Caleb Zahnd, used under CC BY (http://www.flickr.com/) Consumer Research 77%
- 10. Advanced Web Ranking, October 2014 Consumer Research
- 12. Consumer Research • Use Google Analytics to review your current analytics to identify how people currently find you. • Use Google Trends to identify popular, related terms in your area • Use Google Keyword Planner to see how your page is performing, related to those keywords
- 13. Consumer Research Google Trends (http://www.google.com/trends/)
- 15. “Zumba at People’s Park in Davao City” by Bro. Jeffrey Ploquinto, SJ, used under CC BY (http://www.flickr.com/) Exercise: Your Keywords
- 17. “Models.” by Sarah Buckley, used under CC BY (http://www.flickr.com/) Know Your Audiences
- 19. “Road Less Taken” by Dave Sutherland, used under CC BY (http://www.flickr.com/) Know Your Audience • When and how do they think about health care? • What information do they need • What action do you want them to take
- 20. “Kunsthofpassage Funnel Wall” by Serge Bystro, used under CC BY (http://www.flickr.com/) Success Planning
- 21. “Um baby determinado” by babibagni, used under CC BY (http://www.flickr.com/) Success Planning • Outline what success looks like • Determine tools needed to track activity • Include virtual and physical measures
- 22. “Sharpest tool in the shed” by Lachlan Donald, used under CC BY (http://www.flickr.com/) Consumer Marketing
- 23. Consumer Marketing Conversion Digital Promotion Search Engine Optimization Content Development
- 24. Heart and Vascular Care – Cottage Health (http://www.cottagehealth.org/services/heart-vascular/). Content Development
- 25. Genesis Delivers – Genesis Health System (http://www.genesisdelivers.com) Digital Promotion
- 26. “3X9A1235.jpg” by Malcolm Slaney, used under CC BY (http://www.flickr.com/) Conversion
- 28. New Dashboard - Google Analytics (http://www.google.com/analytics/) Tracking • Customize your reporting for easy and collaborative tracking. • Set a schedule for review – Campaigns: weekly – Web traffic: quarterly – Major direction: annually
- 29. “the golden boys : golden retrievers, san Francisco (2015)” by torbakhopper, used under CC BY (http://www.flickr.com/) Patient Retention
- 30. • Treatment-related events • Segmented emails and newsletters • Social activity • Fundraising campaigns • Patient stories Patient Retention
- 31. Patient Retention Bronson Health – Share Your Positivity (http://positivity.bronsonhealth.com/)
- 32. “Muddy Spartans” by US Air Force, used under CC BY (http://www.flickr.com/) Exercise: Build a Plan
- 33. “Close up of The Thinker” by Brian Hillegas, used under CC BY (http://www.flickr.com/)
- 34. About Me Eric Hodgson Client Strategist Geonetric eric.hodgson@geonetric.com (319) 221-1667 / (800) 589-1171 Twitter: @hodgsonatgeo
Editor's Notes
- Kansas City Healthcare Communicators Society BBQ Capital of the World.[9] City of Fountains.[10] Cowtown.[9] Jazz Capital of the World.[9] Paris of the Plains.[11]
- We’re going to talk today about two things: The balance of power in healthcare decision making turning to the patient Ways to change your health care marketing focus to a digital marketing plan centered on user activity If you don’t move your web strategy from providing information to gathering patients, somebody else will.
- There is a shift happening in health care. We all feel this. Consumerism. Your competition used to be the friendly faces in this room.
- Plenty of articles have been written about the expansion of your competition. Patients are less loyal, more cost-conscious, but ready for convenience. All my patients? No. But the demographics you want for long-term care…yes. How many people in your community don’t have a family doctor? Walgreens (Jun 2015): A direct competitor to your urgent care clinics, Walgreens now just asks a user to log in and find a doctor to diagnose their ailments. Who says you can’t do this? WebMD (Oct 2015): WebMD is already a top resource for self-diagnosis, but now they’ll add expertise.
- This is the new physician’s office. Telemedicine is now here, which means geography matters less and less. Expertise matters more…partnerships matter more. An opportunity for you to reach consumers that were no longer within driving distance.
- We’ve watched other industries go through an online shift. I spent 15 years in digital marketing for Higher education and watched the shift to online learning. Something that could never be done for many universities, because of fear? Because of the belief in brick and mortar? University of Phoenix, easily the largest online educator, has 313,000 active students Southern New Hampshire University was a small private, not-for-profit university that was an early adopter. They saw their one way to succeed was to move online. Now they see a little under 10,000 students on campus, but 32,000 online.. The banking industry. An in-person institution with so many risks with online data. Stanford Federal Credit Union is seen as the first to create a site online to provide online banking tools in 1994 Now, giants like Bank of America are providing online banking tools, and non-physical institutions have risen to offer financial services online. Over 75 million US users go online for their banking needs.
- With this new power, patients are taking research into their own hands. And where are people going to research? According to a Google/Compete Healthcare Study from 2012 (I know…I don’t have anything newer), 77% of respondents used a search engine to research health care. 61% went to two or more hospital web sites before making a decision 52% took less than two weeks to make a decision One more statistic. In the Geonetric family (60 healthcare organizations across the country), 46% of all traffic comes from organic search.
- How important is having a strong presence on search results? How important is it to be focused on your search traffic? Over half of the clicks from search are from the top 3 organic links. To me, that is scary. To me, that tells me that any strategy I have should start with search ranking analysis.
- Why am I showing a dentist? This is a new feature, as of October 1, that Google is offering. This is still in beta, but Google is now offering appointment requests that will drive the data to your system. Google is dreaming of the day where all information needed for certain types of content are available in Google’s search results, meaning the user doesn’t have to go to your site. GoogleLocal pages, Google+ integration, rating and reviews, and now appointment request. This is your battlefield. Win your search results.
- This is the new battlefield. This is the first place people go to research you. Unfortunately, we’re losing against the competition that is not in this room. If you’re not in the top 3, you’re hoping for clicks. Where do you rank for key terms? Are you winning this battlefield?
- This is the new battlefield. This is the first place people go to research you. Unfortunately, we’re losing against the competition that is not in this room. If you’re not in the top 3, you’re hoping for clicks. Where do you rank for key terms? Are you winning this battlefield?
- This is the new battlefield. This is the first place people go to research you. Unfortunately, we’re losing against the competition that is not in this room. If you’re not in the top 3, you’re hoping for clicks. Where do you rank for key terms? Are you winning this battlefield?
- Let’s see some live examples. Pick an area within your organization. When you’re back in your office, here are the steps you are going to take to evaluate where you need to focus. Adwords Keyword Planner: https://adwords.google.com/KeywordPlanner Google Trends: https://www.google.com/trends/
- So what do we do about all this? How do we gain control? Let’s build a digital marketing plan that is focused on the user. A digital marketing plan that over-communicates and anticipates. So many industries are already there. What is holding us back? HIPAA? We will walk thorugh 5 phases of a digital marketing plan: Know your audience Measuring success Promoting an area Tracking success Communicating for patient retention
- You’re going to hear from Liz later this morning on marketing to modern moms. Your site visitors aren’t naïve baby bunnies…they are educated. They are focused. And they don’t have a lot of time on their hands.
- Data is at your fingertips. Once you start to receive web traffic from successful search strategy, you can gather so much information. Age, Gender, Location, And cross-cut all this information by traffic analytics. I love to look at age and gender by city when developing a new digital marketing strategy for a new community or a city that isn’t performing well. You also have general demographics from physical patient data. Now apply that to your marketing strategies. Where do you begin?
- Segmentation is your first step. Understand what your customer looks like. Are they online shoppers? Are they heavy researchers? What path do they take to success? When do they need health care? Are they mobile-focused? Are they on facebook. Hit them where they are. What information do they need? Are they researchers? Are they online doers? Will they call?
- This, overall, is called funnel analysis….in general, it is called marketing. If you can’t control people shopping for health care services, you can influence what people do once they come to your site. Once that’s happened, it is time to move these users to patients. It is now more important than ever to get more patients in the door. Grab your patients while you can. With this, we need an understanding of how anonymous site users become patients. You are matching audience to site experience. This is really about prioritization
- It is time to outline success. How many actions need to be taken? What is this information going into to track success? CRM? More importantly, can we get the physical metrcs easily? Are these going into CRM?
- We know the audience, we know the steps we need to take, now it is time to put the plan together to get the right people to the right place. As digital marketers, we are bombarded with new opportunities to promote our services. We have push-to-web strategies like advertising on facebook and display advertising. Like we discussed earlier, there is definitely a need to understand search engine optimization and placement. Content has it’s place a the head of the table. All these are tools on a digital marketer’s shelf to use when appropriate. This is what we do every day. What’s interesting is that many of these tools require an understanding of who you are marketing to and what makes an anonymous user take action. Success comes from using these tools properly and in the proper combination.
- In general, when a healthcare organization wants to improve an area, we jump into action, following these four phases.. Develop: make sure you have a strong landing page. Great content to draw in the user Optimize: Is the site findable? Heavy keyword analysis to make sure the pages are found when the terms are searched Promote. Bring in social, PPC. This is where demographics come in. No general advertising here, because we can’t track it. Targeted, specific ads that we can track all the way through Convert. Speaking of tracking, did they do what we wanted them to do? If we can’t turn a user into a patient easily, we’ve missed the biggest step.
- When developing strong content, be focused on user benefit. Everything should center around the information the user wants. They are gathering information and need to see themselves being treated by you.
- When it’s time to push to web, think about the channels where your audience spends time. Especially if they spend time reading stories. At home, we call this “couch time.” The kids are in bed, Cheryl and I have taken a breath to relax. This is when we are willing to read your stories. Watch your video. Take action. This is the Genesis Delivers campaign that was conducted with our friends at Genesis Health in Davenport, IA. Their number one goal was to reach new families to schedule a tour of their birth center. In terms of promoting the BirthCenters and raising the overall awareness of Genesis Health in the market, the Genesis Delivers campaign has literally delivered. Genesis getting more than 160 baby photos Organic reach on Facebook increase by 25%. Genesis Health reports that birth center event registrations are up by 64 over 2014, reversing what had been a downward trend.
- As I said earlier, I haven’t seen sites (in health care, in other industries) that provide too many opportunities for users to engage. You will never beat a user’s expectation on what they want to do on your site. You need to make sure those actions are going to move the relationship forward. Again, provide content the user wants, provide actions you want the user to take. They are in control…make it obvious for them. This is Wheaton Franciscan in Wisconsin. A year ago, they implemented a “Request an Appointment” button on their physician profiles. Not all, but enough to track. Within that year, they have tracked downstream revenue from appointments requested online to over a million dollars. Just from offering an appointment request online. There are barriers to this, like what happens to the information? Who schedules the appointment? How is this tracked? But these are questions that need answered. If a user has an issue and they can make an appointment on your competitor’s site, but not yours, what are they going to do? It’s not that it can’t be done. Your organization hasn’t prioritized it to be done. Remember convenience? They don’t make appointments from 9-5 M-F. They get to it when they get to it. “Couch time” in our house also covers the quick tasks we didn’t get to in a day.
- Planning is the most difficult part out of all this work. Execution and analytics are where life gets so much easier. We outlined early who our audience is and how we would measure success. It is time to see if we hit our mark. We use Google Analytics. It’s free, it’s robust, many tools integrate with it. But we also look at other data. Form submissions, revenue, portal activity. With every Geonetric client, we meet every quarter. This gives us a chance to see where the site is going and dive into key areas. We use a quarter, because that will allow us to see significant work to the site. When we improve search rankings, that usually has a three month affect. When we update content, we want to see traffic take a hold. But many areas need more attention. If you are running AdWords campaigns or social advertising, we suggest onece per week.
- What are some other tools we can use? Quarterly quality data, HCAHPS, portal activity, form completion, patient activity
- What loyalty is left in this industry is attributed to convenience. Make the next steps easy in the relationship. Here is where email marketing comes in. Here is where related events come in. Continue to promote wellness blogs. Ask these users to share their story. Look for donor opportunities. Remind users of next steps or opportunities. Don’t check it off the list once the patient has come in the door. Use your digital resources to keep them engaged.
- Constant, opted-in communication is the way to keep them engaged. Email (as long as they opt in), social posts. This is where content marketing kicks in. You have the stories, you just need to harvest and distribute effectively. Every story could easily be shared across three or four media, but I see so much content developed specifically for a magazine, or only for a particular campaign. Go viral with your own stuff.
- This is Bronson Health, asking patients to share their story. This is a cross between stories generated by marketing and stories generated by users. Also, don’t forget about your portal. This is a place we can continually drive messages through and get the patient to re-engage. And all activities should continue to be tracked in your CRM.
- We understand now the need, the audience, and the process to get the user to a patient. Let’s take 15 minutes and build out a plan for one area. What are the steps in the funnel? What do we need to conquer internally?