Josh Whiten from Sagittarius Marketing gave a webinar on direct-to-patient marketing in the digital age. He discussed engaging with patients across their healthcare journey, from illness to wellness, through relevant digital content and multiple online channels in an integrated way. Whiten emphasized targeting patients based on their characteristics and needs at each stage. He provided examples of successful digital campaigns that led to increased website traffic, inquiries and positive health outcomes for organizations.

1. @JoshWhiten@SagittariusMktg @JoshWhiten
Direct to Patient Marketing in the Digital Age Webinar
17th November 2017
Josh Whiten, Digital Marketing Director

2. @SagittariusMktg @JoshWhiten
introduction.
› 35 minutes plus questions
› What the webinar is about
› What you will learn
› No need to be an expert

3. about us.
› Digital Marketing Director at Sagittarius
› Full service digital agency
› Multi award winning
› Bringing our proven experience to the healthcare sector
@SagittariusMktg @JoshWhiten

4. healthcare awards.
@SagittariusMktg @JoshWhiten
Not For Profit Public Sector
Campaign Finalist
Public Sector & Government Finalist ‘16
Healthcare & Pharma Finalist ‘15
Best Patients Website
Finalist 2016

5. our approach.
@SagittariusMktg @JoshWhiten
• Provide a top level view
• Integrated
• Multichannel
• User journey
• Personalisation
• Results led

6. @SagittariusMktg @JoshWhiten
about you.
• Mid level to senior marketing role.
• Sales or commercial background.
• Possibly director or board level.
• New to marketing, junior role or moving disciplines.
• Healthcare provider, private healthcare, public
health, wellbeing, care sectors.

7. your challenges.
› Keeping pace with digital techniques
› What digital channels should you be using?
› Reporting on results and allocating budgets
› What results should you expect?
› Spotting and responding to opportunities
› Interpreting data and analytics
@SagittariusMktg @JoshWhiten

8. health sector trends.
@SagittariusMktg @JoshWhiten
• Digital channel shift
• Data collection and sharing
• Illness to wellness
• Self diagnosis
• Person centred

13. @SagittariusMktg @JoshWhiten
patient engagement.
• Empowering patients to make health decisions,
leading towards positive health outcomes.
• Providing information and assisting research.
• Managing healthcare through digital channels.
• Sharing health information with HCP’s.
• Commercial outcomes; enquiries and conversions
via digital.

14. @SagittariusMktg @JoshWhiten
digital patient engagement.
1. How can we use digital marketing to engage with
relevant patients at each stage of their journey
from illness to wellness?
2. How can we target and move patients through the
journey towards desired outcomes?
3. What digital technology, content and channels
should be used and when?

15. @SagittariusMktg @JoshWhiten
why should we care?
“Hospitals and health systems that gain the
attention of niche audiences and provide
resources to help patients make healthier choices
will outsmart the competition in 2017”
Source: Top 10 Hospital Marketing Trends, Smith and Jones

16. @SagittariusMktg @JoshWhiten
simple patient journey.
UNWELL
Want
wellness
AWARENESS
Seeking
advice
DECISION
Feeling
empowered
ACTION
To get
better
Facts:
• Trusted content
• Organic search
• Native ads
Influence:
• Paid search
• Display ads
• HCP referral
• Events
Transparency:
• Lifestyle content
• Advice content
• Email
• App
Reassurance:
• Social & display retargeting
• Conversion rate optimisation
• Reviews
• Social media

17. integrated patient journey.
@SagittariusMktg @JoshWhiten
UNWELL AWARENESS DECISION ACTION
REMARKETING
ON SOCIAL
REMARKETING
OF REVIEWS OR
VIDEO
CONTENT
MARKETING
PAID
SEARCH
ORGANIC
SEARCH
SEARCH
REMARKETING
Factual
content on
condition
from trusted
sources
Address
patient
passivity, talk
to carer/family
Options and
implications,
provide
reassurance
and openness
Discover
choice and
cost of care
and sources
of advice
Benefits and
third party
validation
Self
management,
lifestyle
change, help
or plan,
support HCP
DISPLAY
REMARKETING
PERSONALISED
EMAIL, SOCIAL
MEDIA

18. key features.
@SagittariusMktg @JoshWhiten
› Content led
› Segmented to niche audiences
› Multiple digital channels
› Integrated consistent messaging
› Targeted to each step of the journey

19. segmentation and targeting.
@SagittariusMktg @JoshWhiten
› Demographics; age, gender, lifestage, behaviours
› Qualitative or quantitative data
› Geo-targeted and location based
› Device usage
› Previous history via CRM

20. example: public health campaign.
@SagittariusMktg @JoshWhiten
• Raise awareness of risks of regular drinking.
• Encourage take up of IBA (Identification and Brief
Advice) via online self-assessment tool.
• Targeted to age/gender segments and behaviours
identified from national research data.
• Digital only approach.

21. @SagittariusMktg @JoshWhiten
campaign video.

22. primary benefits.
› More patient centric
› More connected with patients and audiences
› Makes you more relevant
› More convenient and accessible
› More efficient form of communication
› Speeds up the process
@SagittariusMktg @JoshWhiten

23. secondary benefits.
› Correct misconception or misunderstanding
› Gain valuable feedback
› Measure the impact of your content
@SagittariusMktg @JoshWhiten

24. @SagittariusMktg @JoshWhiten

25. strategy.
› Major expansion of ‘surgeries and treatments’ content
› Keyword research around topics users search for
› Drafting of content in the users language
› Involvement of consultants and HCP’s
› Optimisation and content structure to support SEO
› Sub pages, custom sub menus and internal linking
@SagittariusMktg @JoshWhiten

26. @SagittariusMktg @JoshWhiten
Links to related
content and custom
sub menu
Relevant sub pages
of unique content

27. outcomes.
@SagittariusMktg @JoshWhiten

28. 2016 to date.
› 29.5% increase in sessions
› 46.06% increase in organic search sessions
› 160% increase in online enquiries
› 71.3% increase in returning visits
@SagittariusMktg @JoshWhiten

29. challenges.
› User journeys can be complex
› Numerous touchpoint and moments
› Elongated and lengthy process
› Unpredictable behaviour, life changing scenarios
› Upfront investment in content
› Hard to prove ROI from outset
@SagittariusMktg @JoshWhiten

30. 30
Digital
touchpoints
Physical
touchpoints
AWARENESS CONSIDERATION ACTION SERVICE LOYALTY
TV
Radio
Print
Outdoor
PR Word
of mouth
Direct mail Store Call center Call center IVR Promotion
on invoice
Online Ads
Viral
email
Digital
billboards Search
Landing
page Blog
3rd Party
sites Website Mobile IM/Chat Blog Email Newsletter
Managed touchpoint
Unmanaged touchpoint
Customer 3Customer 2Customer1
Decisions Are Not Made in Straight Lines
journeys are complex.
@SagittariusMktg @JoshWhiten

31. being relevant.
› Right messages at the right time
› Use the patient’s language
› Tie in with wider health awareness calendar
@SagittariusMktg @JoshWhiten

32. awareness calendar .
@SagittariusMktg @JoshWhiten
January 2017 Dry January
01/01/17 – 31/01/17 https://www.alcoholconcern.org.uk/dry-
january
Urology
World Braille Day
04/01/17 http://www.worldblindunion.org/English/Pages/defaul
t.aspx
Ophthalmology
STIQ Day
14/01/17 www.stiq.co.uk
Gynecology
Cervical Cancer Prevention Week
20/01/17 - 28/01/17 www.jostrust.org.uk
Oncology/ Gynecology
World Leprosy Day
29/01/17 www.lepra.org.uk
Dermatology

33. what does good look like?
› Reach and visibility (impressions, views).
› Engagement (bounce rate, click through rate, time on
site, repeat visits).
› Conversions (online enquiries, inbound phone calls,
event sign ups).
@SagittariusMktg @JoshWhiten

34. @SagittariusMktg @JoshWhiten
looking to the future.

35. wider opportunities.
› Personalisation on platform
› Personalisation across channels
› Outreach to KOL’s
@SagittariusMktg @JoshWhiten

36. recap.
› Growing trend for patient centric marketing.
› This can be achieved through relevant content and
communication.
› Integrated within a patient journey of discovery, research
and decision making.
› Requires investment – but the results can be significant.
@SagittariusMktg @JoshWhiten

37. 259% improvement vs offline.
@SagittariusMktg @JoshWhiten
“The success of this project has opened our eyes to the power of digital
only campaigns. Public health has a remit to deliver population level
interventions, and this campaign really helped us meet the challenge of
reaching a large audience with limited spend, whilst providing us with
excellent data and insights into our target audience”
Wayne Gough, Business Planning and Strategy Manager (Public Health), Kent
County Council