Zero Moment of Truth - The Moment a Patient Decides You Can Be Their Physician
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A practical and detailed guide for physicians on how to take part in the conversation that is happening on the internet about their reputations and practices -- since brand is now consumer-controlled. Qualified for 1 CME hour when delivered live.
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Zero Moment of Truth - The Moment a Patient Decides You Can Be Their Physician
- 1. Clevespace Interactive LLC Cloud Solutions for Smart Businesses. ZMOT: Zero Moment of Truth The Moment a Patient Decides You Can Be Their Physician Sanjay Parker March 15, 2017 PROPRIETARY – PLEASE DO NOT SHARE WITHOUT PERMISSION: Clevespace Interactive LLC | sanjay@clevespace.com
- 2. 2 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Learning Objectives 1. Identify how informed patients are choosing their physicians well in advance of their initial office visit 2. Summarize the patient digital journey before they arrive at your office 3. Recognize how the digital world has tipped the scales in favor of an informed patient. 4. Manage your internet reputation.
- 3. 3 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Overview • Who is this character? Clevespace/Knowtion • Digital Impact: Content and today’s Connected Consumer (Gen C) • Healthcare Interesting Stats • What is ZMOT? • Examples on how to leverage ZMOT • LCMS Website • Questions?
- 4. 4 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. About Me Sanjay Parker Founder, Clevespace Interactive Futurist, Knowtion @sanjayparker • 20 years enterprise IT, performance and human capital consulting • Worked with Boeing, Eli Lilly, Delta, Hertz, Microsoft, Facebook, EY, Google, Airbus, Deloitte, Kraft, Caterpillar
- 5. 5 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. About Me Personal Story – my 18-month old son, Pax in the ER
- 6. 6 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Today’s Connected Consumer TRUST
- 7. 7 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Today’s Connected Consumer EMPOWERMENT
- 8. 8 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Today’s Connected Consumer INNOVATION
- 9. 10 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Evolution of innovation and value creation
- 10. 11 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Today’s Connected Consumer CONTENT KNOWLEDGE
- 11. 13 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Content and messaging: orderly, controlled and unidirectional Creators Producers Distributors Consumers • Time Warner • Fox • Viacom • Disney • NBC Universal
- 12. 14 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Digital Impact 00101001010000110000100100000111110100010001111000101 00011010111010100010110100101111110010101010010111010 11000010110101011010101110101010111010001011101001011 10101001010110101010110101010110101010101010101110101 01011010101011010101010101110101000010101010101010100 00001111010101011010110101010101101010101010101010101 01010101010101010111111010100010101010100101101011101 00101001010000110000100100000111110100010001111000101 00011010111010100010110100101111110010101010010111010 11000010110101011010101110101010111010001011101001011 10101001010110101010110101010110101010101010101110101 01011010101011010101010101110101000010101010101010100 00001111010101011010110101010101101010101010101010101 01010101010101010111111010100010101010100101101011101 Then, acouple ofintegerschanged everything…
- 13. 15 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Consequence of Digital Permanent reconfiguration of the value chain . . . • Traditional distributors . . . marginalized • Content creators . . . limitless avenues for creation and distribution Content itself . . . • Democratization of content – ease of dissemination, rapid updates, self- propagation, ‘spores’ via other content publishers
- 14. 16 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Staggering Acceleration of Reach
- 15. 17 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. What Does This Mean for Medicine? Search engines, Siri, Alexa, NLD Patients looking for info, hospitals or physicians Social resources (Facebook, Twitter, Discussion Boards) Insert one: Encyclopedias, Yellow Pages, Hospital Directories, Single- source of decision
- 16. 18 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Poll Think of the most recent time you had to get information to help you figure out something at work (aka learning). How did you get that info? • Google • YouTube • Peer/mentor • Print material • Internal hospital/practice electronic resource/sharepoint
- 17. 19 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. The move towards a patient-centric world Patient-centric peɪʃ(ə)nt-sentrik/ adjective an approach to digital discovery that places the patient (Patient-Consumer) at the helm of an individualized journey. Content will be pulled from multiple sources simultaneously – based on patient need and convenience. “In a patient-centric model, while multiple patients may end up with the same understanding of conditions or the needs for specific physician disciplines . . . their paths and choice of action would be quite different.”
- 18. 20 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Need to Differentiate
- 19. 21 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Need to Differentiate
- 20. 22 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Appointment Booking Online
- 21. 24 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Education Level and Online Health Info
- 22. 26 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. What is ZMOT? What is ZMOT? The Zero Moment of Truth (ZMOT) is a concept that explains and interprets the thought process that a consumer uses to determine which healthcare provider or hospital to consider. Marketing is no longer just about creating stimuli, such as a television advertisements, signage, or a print ads. Eighty-eight percent of U.S. consumers engage in the ZMOT prior to going online, reading reviews, and making a decision.
- 23. 28 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. First Moment of Truth
- 24. 29 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Zero Moment of Truth
- 25. 30 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Poll How many of you have found yourself participating in the ZMOT process? 1- yes, all the time! 2- sometimes . . . for more important things only. 3- ZMOT? Gesundheit!
- 26. 31 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Why does ZMOT matter? • 70% of Americans say they look at product or service reviews before making a purchase1 • 79% of consumers now say they use a smartphone to help with shopping2 • 83% of moms say they do online research after seeing TV commercials for products that interest them3 1. “The New Info Shopper,” Penn, Schoen & Berland Associates, 2009 2. Google/Ipsos OTX MediaCT, “The Mobile Movement Study,” April 2011, N=5,000 3. BabyCenter Study on Google Search, Nov. 2009 • In 2011, average shopper used 10.4 sources, up from 5.3 sources in 2010 • 88% of shoppers say that ZMOT shapes their decisions • 54 percent comparison-shopped for products online Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2011
- 27. 32 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Digital Wellness Journey See Handout
- 28. 33 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Big Players Involved "One in 20 Google searches is for health care info. We're focused on building tools that help us be there and solve real problems for them in all of these micro-moments." — Brian Tilzer, Chief Digital Officer for CVS Health
- 29. 34 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Try this at home . . . Or now! Fun exercise – type in your name and follow it with “review” in Google e.g., “Sanjay Parker Review”
- 30. 35 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Net Net – Who Shapes the Brand? • Companies no longer build brands on their own; brands are now created by consumers and companies during the moments of truth and shaped by experience, emotions and perceived value. *Perception is reality. • The brand value is impacted by the customer’s experiences and those experiences are shared and can influence other people’s experiences. • The brand relationship can be altered through an indirect interaction – someone else’s experience.
- 31. 36 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. How to Leverage ZMOT 1. Get Found 4. Measure 3. Manage Reputation 2. Thought Leadership • Validate NAP data • Grab digital real estate • Create/improve your website • Understand where you are • Know what to measure • Track and review progress against goals • Positions you as a subject matter expert • Builds audience trust through competency and consistency • Leads to an increase in patients • Scan landscape • Embrace opportunities to engage • Treat reviewers like humans Digital Competencies: Upskill or Outsource
- 32. 37 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Good Examples of Leveraging ZMOT
- 33. 38 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Google (www.google.com)
- 34. 39 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Web Pages and Microsites Capture vertical traffic; leads using small or targeted sites
- 35. 40 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. 1. Get Found 1. Validate NAP data (name address phone) on Google and Bing – Local Search is important 2. Set up social media accounts – even if not immediately using – claim the space (FB, Twitter, Instagram) – start liking and sharing 3. Create/update your website a. Make clear “entrances” or landing pages for patients b. Use organized copy with friendly/personable language c. Add a blog/news page (big deal for SEO) d. SEO keywords, typical questions, how you are found today? e. Truly paint the picture of your “ideal patient” a. Male/female • Age • Lifestyle • Financial situation • Geographic radius
- 36. 41 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Google Trends (trends.google.com) Doctors/Ohio Doctors/CAK
- 37. 42 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. 2. Thought Leadership 1. Be nimble—speed beats perfection. Jump in! You are already part of ZMOT. 1. Twitter is the best place to start. 2. Follow experts in your field and RT/Comment on their posts. 2. You read lots. Share a quick comment and an article you’ve read. 3. Small snippets of content bring high value. 4. Share speaking engagements and presentations. 5. Don’t forget video—YouTube is the second-most-used search box in the world. It also helps prospective patients feel comfortable if they can see you and your practice.
- 38. 43 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. 3. Manage Reputation 1. Scan the landscape; Google your name and practice. Also check: 1. Google reviews 2. Healthgrades 3. Yelp 4. Vitals 2. Automate (sign up for Google Alerts – free, or a reputation management service) 3. Connect with users who have complaints 1. Treat users like . . . humans and humanize yourself and your practice 2. Never. Ever. Feed the Trolls. 4. Embrace opportunities to change sentiment – be above the grade. 5. Encourage reviews from your existing patients 1. If no review post 72 hours (good or bad) – likely not to happen 2. The occasional bad review makes the good ones more legit 3. The wisdom of the crowd will prevail – quantity needed
- 39. 44 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. 4. Measure 1. Measure as often as possible and keep track of your trending 2. Know what is and isn’t important 1. Comments, likes, # of followers, shares, re-tweets 2. Unique visitors, not hits 3. Time on site, but also conversion pages 4. Beware of dead likes 5. Facebook, Twitter, robust websites all have built-in analytics
- 40. 45 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Poll Where is your own digital journey with ZMOT? 1- In the advanced stages . . . of final preparation . . . of beginning to take a look at it 2- We have some digital real estate (website/FB/Twitter) 3- Creating content and establishing a real presence 4- We are doing a lot of things, but not measuring effectively 5- All of the above; looking to move beyond
- 41. 46 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. Final Thoughts 1. Put someone in charge 1. If no one is in charge, it won’t get done. 2. Hire for digital competencies, upskill yourself, or outsource. 2. Find your ZMOT—take the time to understand how people search for your services. 3. Healthcare is behind in terms of digital adoption as compared to the other verticals. There is more blue ocean since this is a “no baggage” industry in terms of digital advertising. 4. ZMOT will illuminate what will become your true brand. You cannot afford to be absent from that conversation.
- 42. 47 Clevespace Interactive LLC Cloud Solutions for Smart Businesses. FYI: Lake County Medical Society Website
Editor's Notes
- People no longer trust banks. They barely trust corporations. They trust each other and will wear a professional skeptic’s hat on almost everything until the crowd says it’s true. There has been a change. People use their homes as hotels, their cars as taxis, Finding IDs, strategists, consultants on professional sites such as upwork. Trust economy, sharing economy, zero-waste economy.
- SOCIAL has empowered people – diaper story/Walmart.
- Steam engine 1764. Amplified human muscle power. AI/Machine learning 2016. Amplified human cognitive power. MIT Brynyolffsen Mcafee 4th industrial revolution – loom, organizing and dividing labor, IT/manufacturing, Cyber-physical sys
- Knowledge and content are shared freely. Good content floats to the top through search and social. Application of that knowledge in the right context is golden.
- LEARNING HAS NEVER BEEN MORE IMPORTANT - no better time to have specialized skills. People want things faster, as well ---- MIT 2x MOOCs button; Nanodegrees in machine learning, data science, programming boot camps. Personalization. IT and MOOCs 2x speed up; Move to very efficient education --- finish high school in 6 months instead of 4 years. Nanodegrees. Measurement and analytics – deeper understanding of not only assessments – good distractors, proper question toughness --- but understanding overall learning journey and style; vestrics REMIX CULTURE Ethnography Digital Content Informal learning is important and frictionless - in the old days, it was important to have a doctor in every tribe to make sure that bad medical info was dispelled. Microadaptive Tuning Peer feedback/instruction Recognition – for learning and contributing Maker labs- flipped
- Content itself becomes more important than the distribution channel.
- Seeing a change in corporate learning Learners have become experts and finding quality instructors and learning when they need it . . . from any connected device at hand Democratization of content - Learners co-create knowledge/knowledge and contribute as they learn – social networks Democratization of instructors – MOOCs, Oculus Rift Democratization of learners – become authors, instructors and designers Permanent reconfiguration of the value chain Permanent reconfiguration of the value chain . . . Traditional distributors . . . marginalized Content creators . . . limitless avenues for creation and distribution Content itself . . . Democratization of content – ease of dissemination, rapid updates, self-propagation, ‘spores’ via other content publishers Learner-centric lerner-sentrik/ adjective an approach to learning that places the learner at the helm of an individualized learning journey and focuses on learner experience. While some content can be pushed in a particular way, most content will be pulled from multiple sources simultaneously – based on learner need, convenience, and engagement. “in a learner-centric model, while multiple learners will end up with the same mastery of content, their options and ultimate paths to get there would be quite different.”
- Twitter (fueled by its omnidirectional nature) reached 50mm users in . . . 9 months. Compare that with 456 months for radio.
- “Speed and accessibility to content” is key (for creation and for consumption) Those who have skills and knowledge will share them – with the best tools available (often outside your organization and workflow) Those looking for skills and knowledge will find them – with the best resources available (often outside your organization and workflow) With such a wealth of content – tagging, accessibility, and curation is a big need – what sources are your employees using? What are they searching for? Self-curation
- Denmark population? 5.614 million (2013)
- Somewhat dated, but significant increase in proportion when looking at higher levels of education.
- Online information used to ‘pre-diagnose’ or potentially triage own need before setting actual appointment.
- In 2005 – Procter & Gamble did marketing research and determined that it takes shopper about 3-7 seconds make up their minds about a product on a store shelf. They called this the first moment of truth and was considered the most important opportunity for a brand at the time. Right moment, right audience, right message. There is potential that patients will know more about your practice, your bedside manner, your hospital, your staff and even certain medications or diagnoses . . . than you.” FMOT The First Moment Of Truth is most often attributed to A.G. Afley, the CEO of P&G. He characterized FMOT as the moment when the consumer is looking at the store shelf and trying to decide which product to purchase. In a healthcare model, this is typically when a physician makes a product/brand choice on behalf of the patient, which is often a patient’s first real exposure to your brand. SMOT The Second Moment Of Truth is the one health marketers are increasingly paying attention to. In healthcare marketing, SMOT is usually addressed through compliance and adherence initiatives. Oftentimes however, therapeutic success is a function of broader pharmacological and non-pharmacological compliance, e.g. healthy lifestyle, proper nutrition, exercise regimens, etc. And over the medium to long term also, beyond a patient start. Jim Lecinski at Google.
- In 2011 – Google did marketing research and determined that there is a normative rhythm of activities that happen online by consumers even before they go to the ‘store’ and experience the first moment of truth --- and that this period is even more important than the stimulus. They called this the zero moment of truth and today supersedes the importance of all other advertising modalities. ZMOT In the patient journey, think of the Zero Moment Of Truth as the early symptomatic stage or pre-diagnosis. Yes, the PatientConsumer™ may have been exposed to brand advertising, branded or unbranded, probably actively searching information and solutions. And this is most likely her first exposure to your brand, whether a health website, a forum mention, a U.S. ad, etc.
- Google conducted a study of 5,003 customers across 12 categories of products and services. The goal was to show where influence takes place as shoppers move from undecided to decided
- Google 2012 Hospitals study 77% of patients used search prior to scheduling an appointment. People who use mobile devices to research hospitals do it while they are in a doctor’s office. Only 12.5% of people watched a hospital video --- as most don’t know they exist – but 75% of those videos were testimonials or patient-generated content.
- For example, by downloading the CVS/pharmacy mobile app for herself and her dad, Cathy can set reminders for him to take his medication and even load the reminders to his Apple watch. When her husband changes insurance carriers, Cathy simply scans his new insurance card to notify CVS of the change. Cathy has also opted in to receive mobile notifications when she enters a CVS/pharmacy, so she knows that her family's medications are ready for pickup the moment she enters the store. CVS Health has seen the tangible impact these digital innovations have on millions of people like Cathy: one third of its customers use CVS Health's digital tools, and – according to recent research by the company's research arm – people who use these tools are more likely to fill their prescriptions and more likely to adhere to their medications. To keep up this success, CVS Health has increased their investment in digital by 5X over the last two years.
- You are already part of ZMOT.
- Average person consults 10.7 sites before purchase; 87% use internet before shopping in store (90 days OEM, 60 days reviews, 30-days localized geo search)
- Trailing 12 months, Ohio; normalized with top search at 100; indicates relative interest based on search share, not quantitative number of searches Answer questions people are asking—use Insights for Search or Google
- Video idea: the OR time for tonsillectomy will be 2 hours under general anesthesia, you will be discharged on the same day evening, you need to have 10 days sick leave, the phyisican is Dr. X, he is a lecturer in University Y, he have done 500 procedures of tonsillectomy without any complications, below is a video graphic describing the steps of the procedures, for any additional info kindly contact Mr. X from customer service or you can call directly Dr. X, the ENT Consultant.