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.

1. 1
The State of Digital Healthcare in 2017
Session 223, February 23, 2017
Kathy Divis, President & Co-Founder, Greystone.Net
Rob Klein, Founder & CEO, Klein & Partners

2. 2
Speaker Introduction
Kathy Divis, Bachelor of Science-Marketing
from the University of Nebraska-Omaha and
an MBA from the University of Alabama-
Birmingham
President & Co-Founder
Greystone.Net

3. 3
Speaker Introduction
Rob Klein, Bachelor of Marketing from Michigan
State University & Masters in Advertising from
Michigan State University
Founder & CEO
Klein & Partners

4. 4
Conflict of Interest
Kathy Divis, Bachelor of Science-Marketing – University of Nebraska-Omaha
& MBA – University of Alabama in Birmingham
Rob Klein, Bachelor of Marketing – Michigan State University & Masters in
Advertising – Michigan State University
No real or apparent conflicts of interest to report – except on the football field!

5. 5
Agenda (Survey Topic Chapters)
• Healthcare Marketing Leadership Index
• Online and Digital Marketing Techniques Used
• CMS, CRM, and Marketing Automation
• ROI and KPIs
• Web Innovations
• Importance/Effectiveness of Digital Marketing Efforts
• Driving Digital Transformation of the Healthcare Brand
• Resources
• Key Take-aways
• Recommendations From the Research for Providers

6. 6
Learning
• Describe the state of digital marketing in healthcare in 2017
• Identify the digital tools most frequently being deployed by healthcare marketers
• Recognize what software tools are being used most frequently for content
management systems (CMS), customer relationship management (CRM)
systems, marketing automation, etc.
• Discuss your organization's deployment of digital marketing techniques against
your peers and understand how your level of resources (FTEs, dollars, etc.)
compare

7. 7
An Introduction of How Benefits Were
Realized for the Value of Health IT
Satisfaction: Satisfaction really is ‘transactional’, but
most consumers want a ‘relationship’ with a brand. And,
CMS, CRM and digital marketing strategies help
healthcare organizations develop a strong brand
relationship – which leads to satisfaction and more
importantly to brand loyalty.
Marketing: IT plays a critical role in ‘customer acquisition’
or what packaged goods companies call ‘trial.’ This
survey highlights the role marketing-based IT plays in
attracting new customers to the brand, managing existing
customers and supporting the growth of consumerism in
healthcare.
S
M

8. 8
• Deployed via an online survey tool
• Promoted to healthcare marketers for three weeks from August 12 to 30, 2016
• 230 healthcare marketers and digital professionals in US completed the survey
– A sample size of 230 yielded a sample error of +/-5.4% at the 90%
Confidence Level
So, what did we learn?
Survey Method

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15. 15
Note: 2015/2016
11% in 2015

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17. 17
23% in 2015

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22. 22
Use of KPIs is
NOT gaining
ground

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24. 24
On
average,
39%/41%
of Website
visitors use
Mobile to
access
their site
Note: 2015/2016
57% in 2015

25. 25
43%/51%
Have a Mobile
App for
CONSUMERS
17%/33%
Have a Mobile
App for
PHYSICIANS
Note: 2015/2016

26. 26
Advanced digital
marketing activities are
up significantly from 2015
across the board

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29. 29
Is the lack of
cyber security
the culprit here?

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2015 2016

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That means just 46%
have a properly funded
virtual front door
But only 61% of these
healthcare marketers feel
their website is funded
appropriately as the
virtual front door
75% of these healthcare
marketers view their
website as its new ‘virtual
front door’

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76% in 2015

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It still comes down to
three things:
1) Money
2) Silos
3) Managing change

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Overall Star Rating
Scores based on
gSight℠, an online
website experience
survey

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8% in 2015

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MAPPING THE
35%/49%
have mapped the ‘Mobile’
customer journey
46%/62%
have mapped the ‘Digital’
customer journey
Note: 2015/2016

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39. 39
Expect budget to be
lower next year – 11%
Expect budget to be
higher next year – 29%
Expect budget to be unchanged
next year – 52%Total [Operating & Salary] Marketing Budget
Median Operating Budget: $3.1m
Median Salary Budget: $2.1m
Total [Operating & Salary] Digital and
Interactive Marketing Budget
Median Operating Budget: $950k
Median Salary Budget: $700k
Total [Operating & Salary] Website
Development Budget
Median Operating Budget: $640k
Median Salary Budget: $468k

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• The healthcare industry remains behind other industries in digital marketing efforts
• Healthcare organizations are either already using social media or have no plans to
do so. Very few organizations not currently using social media are planning to do
so in the future
• In 2015, only 50% of the survey respondents reported using a CRM system, while
65% report using a CRM in 2016. Significantly more respondents say their CRM is
integrated well with their website, compared to last year
• Use of a marketing automation tool has doubled from 2015, from 23% to 48%
• There is a lot of room for improvement in achieving the digital goals of healthcare
organizations
Key Take-aways

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• A significant number of survey respondents reported that they plan to upgrade or
change their CMS platform or redesign either their website or intranet in the
coming year
• Advanced or emerging digital activities, such as wearables, IoT or beacon
technology, are still not being used much by healthcare organizations
• As in 2015, the top three challenges/barriers continue to be:
 Money
 Silos
 Change
Key Take-aways (cont’d)

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• Some disturbing potential trends reported by the respondents are:
• Insufficient senior leadership commitment
• Lack of required skills among staff
• Unclear objectives
• Healthcare marketers are more confident in the effectiveness of their websites
than last year, but their confidence still lags far below how actual visitors rate their
website experiences
• Almost one-half of the respondents report that their organization has mapped the
Mobile customer journey and 62% have mapped the Digital customer journey
• This is up from 35% and 46%, respectively, from last year
Key Take-aways (cont’d)

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• 61% of the survey respondents reported conducting usability testing and 57% said
they conduct web visitor satisfaction research. This is an increase from 50% and
47%, respectively, from last year
• The survey respondents remain optimistic about their future budget resources, with
29% expecting an increase in their marketing budgets next year and 52% expecting
their budget to remain the same
• Survey respondents consider personalization/one-to-one marketing and ROI to be
their top two most pressing concerns
• Provider-side healthcare is below the Marketing Leadership index for online retailers
and banking. However, it performs better than insurers in digital activities
Key Take-aways (cont’d)

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Recommendations and Opportunities
• There is both an opportunity - and need - for marketers to better identify their digital
KPIs and develop dashboards/templates for communicating results and
effectiveness to the executive team.
• The transition of healthcare from a MarCom to a MarTech focus means that
marketing is becoming more technology-based, which requires effective CRM and
Marketing Automation systems. It is incumbent on marketers to fully understand the
challenges, benefits, and ROI of both as they choose and deploy these platforms.
• Since the top priorities in digital marketing for 2017 are the continued deployment of
personalization/one-to-one marketing techniques and the documentation of ROI,
marketers must really and quickly begin to transition to a MarTech focus.

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• There is an opportunity for innovative organizations to take lead positions in the
deployment and use of emerging technologies like the Internet of Things, wearables,
beacon, etc.
• If a healthcare organization hasn’t yet mapped both its digital and mobile journey, it is
important to do so in the near term. This is particularly necessary as consumers expect
a seamless experience when moving between and among a health system’s mobile
and desktop environments.
• There is a need for marketing executives to continue to educate their C-suite
colleagues on the value of digital marketing so the traditional barriers (i.e., money,
silos, and reluctance to change) can be broken down. This is particularly important as
they fight for senior leadership support and the budget and staff to implement the
technology-based marketing initiatives.
Recommendations and Opportunities

48. 48
An Introduction of How Benefits Were
Realized for the Value of Health IT
Satisfaction: Satisfaction really is ‘transactional’, but
most consumers want a ‘relationship’ with a brand. And,
CMS, CRM and digital marketing strategies help
healthcare organizations develop a strong brand
relationship – which leads to satisfaction and more
importantly to brand loyalty.
Marketing: IT plays a critical role in ‘customer acquisition’
or what packaged goods companies call ‘trial.’ This
survey highlights the role marketing-based IT plays in
attracting new customers to the brand, managing existing
customers and supporting the growth of consumerism in
healthcare.
S
M

49. 49
Questions
• Kathy Divis (kdivis@greystone.net, @KathyDivis, https://www.linkedin.com/in/kathyldivis)
• Rob Klein (rob@kleinandpartners.com, https://www.linkedin.com/in/kleinbrandman)
• Reminder: please complete online session evaluation