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Marketing to Today’s Clinicians (Laudenslager)


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Marketing to Today’s Clinicians (Laudenslager)

  1. 1. Glenn L. Laudenslager IV, MBA
  2. 2.  Physician participation growing ◦ Up 6% 2012 vs. 2011, up 35% vs. 2007  Number of educational activities growing ◦ Up 13% vs. 2010  Other things that are growing ◦ Non-physician participants ◦ Activities without commercial support ◦ PICME activities ◦ Income from other sources, such as registration fees ◦ Activities from hospitals, health systems, and schools of medicine
  3. 3.  Mobile is a driving force ◦ 81% of physicians use smartphones (Manhattan Research, 2011) ◦ 47% of physicians are digital omnivores – use smartphone, tablet and PC for clinical work (Epocrates, 2013) ◦ 62% use tablets for professional purposes (Manhattan Research, 2012)  Increase in usage of social media and number of influencers ◦ 60-90% of physicians use social media professionally or personally (QuantiaMD, Frost & Sullivan, others; depends on study)
  4. 4.  Clinicians adjusting to new and evolving requirements ◦ Maintenance of certification ( ◦ Depending on state, credits are required in risk management, ethics, HIV, end of life care, pain management  Hospitals and health systems are increasing their influence ◦ MDs employed by hospitals ↑75% since 2000; practices owned by hospitals ↑90%+ since 2005 (MGMA, 2011) ◦ 73% of all CME activities, 66% of MD participations ◦ With shift towards quality and patient-centered care, more credentialing and education requirements from health systems -- financial reward and quality measures linked to clinical performance ◦ Education on other topics (training, IT, compliance, credentialing) will drive higher utilization of internal processes (online and offline) that also deliver CME
  5. 5. Source: T. Gorrindo, Massachusetts General Hospital, 2013 Institutional Quality
  6. 6.  Physician shortages in key therapeutic areas ◦ Graduating physicians selecting primary care has declined in each year of the past decade (MGMA, 2011) ◦ Key shortages in oncology, mental health, primary care, dental, and more (HRSA, 2013,  Growth of PAs and NPs in care delivery system ◦ Growing influence due to physician shortages, healthcare needs in rural areas, new patients due to healthcare reform, focus on patient-centered care models
  7. 7.  Growing interest, need & mandate for interprofessional education ◦ Supports quality-based care and patient-centered care models  Bigger barriers to participation ◦ Shortage of clinicians in key areas ◦ Rising costs mean less time away from practice ◦ More internal requirements ◦ Fragmented educational preferences ◦ Greater diversity in educational interests (EMRs, ethics, PCMH, complex patients, MOC, risk management, new therapies, etc.)
  8. 8.  Market trends will drive growth in mobile utilization ◦ Busier schedules and growing clinical applications for tablets facilitate use of these devices for education ◦ Health tracking apps, wearable devices and big data will drive mobile fluency
  9. 9.  Clinicians have less time to participate in education ◦ Clinicians have less time to search for education, and more competitive options ◦ You have less opportunities to meet specific educational needs  Marketing needs new focus to be successful ◦ Strategic focus as important as tactical execution ◦ Customer engagement as important as customer acquisition
  10. 10.  Marketing and technology are no longer mutually exclusive ◦ Today’s most cost-efficient marketing channels and tactics go hand-in-hand with technology that facilitates them
  11. 11.  Traditional tactics cannot be your only focus ◦ Traditional marketing tactics are disruptive ◦ What if I’m busy when your email arrives? ◦ What if I don’t have any time for education until 3 months from now?  WYNTBURN tactics ◦ Content marketing ◦ Social media ◦ Search engine optimization ◦ Paid search
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  13. 13.  HCPs participate in CME for variety of reasons -- some we can’t control, yet some are influenced by emotion & passion ◦ Customers evaluate your user experience from your marketing touchpoints to landing on your website all the way through post-education communication ◦ Being discoverable matters ◦ Consistency and innovation matter ◦ Creative and messaging matter
  14. 14. Current and past health care clients Glenn L. Laudenslager IV, MBA Twitter: @ChargeAheadMktg Marketing to Today’s Clinicians, Medical Meetings, November 2013 CME Market Statistics, August 2013 august-2013