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Physician Communication:
Inform Strategy Through Research
Sharon Applestein, Director of Institutional & Service Line Mark...
The Why
Challenges and Constraints
2
3
What we do
Printed communication
4
5
Physician Portal
6
Video Content
E-Newsletters
7
8
E-Blasts
9
Physician Marketing Mix
10
Colleague Connect
11
Market research
12
Methodology
13
Quantitative
156 questions on:
• Communication preferences
• How they want to receive
information/content from Johns
Ho...
Based on our marketing experience and results
• Clinical Connection Web Portal
• LinkedIn Campaign
• Native Advertising on...
“Very Valuable” Responses
25.8%
32.5%
33.3%
34.2%
34.2%
41.4%
42.1%
54.2%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Podcasts in ...
(“Very Valuable” Responses)
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Digital Print In-Person Communication
? ? ?
Research Quest...
Research Answer 1
Value of Communication Methods for Information from Johns Hopkins
Related to Your Specialty
(“Very Valua...
18
Survey Insights
Most Used vs Perceived High Value
0 10 20 30 40 50 60 70 80 90
MedScape
PubMed.com
Uptodate.com
Special...
What doctors want …
In addition to specialty specific content, physicians want info on
• Newly available techniques
• Late...
Preferred Communication Method for Case Studies
79%
75%
62%
55%
80%
84%
78%
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Und...
21
What’s changing
What’s Changing
22
What’s Changing
23
What’s changing
24
25
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec...
E-News Growth
26
0
500
1000
1500
2000
2500
3000
Q 3 2015 Q 4 2015 Q1 2016 Q2 2016 Q 3 2016 Q 4 2016 Q1 2017 Q2 2017 Q3 201...
What’s changing…
27
Downloadable Case Study
28
Personal use of Social Media
29
Social media sites used most
Facebook
YouTube
LinkedIn
Twitter
Yes 55%
No 45%
Personal
use...
Professional Use of Social Media
Social media sites used most
Facebook
YouTube
LinkedIn
Doximity
30
Yes 31%
No 69%
Profess...
31
0 5 10 15 20 25 30 35 40 45 50
Facebook
YouTube
LinkedIn
Doximity
Twitter
Most Used Value
Survey Insights
Most Used vs ...
Likeliness to Click on a Social Post
46%
39%
15%
Likeliness to Click
Very Likely Somewhat Likely Not At All Likely
32
6%
2...
What’s changing….
33
LinkedIn Advertising
34
Click Demographics
LinkedIn
36
Top Performing Post
Best Practices
• Very engagingAd Introduction. Your content creates
curiosity which drives...
LinkedIn Advertising
37
1.63%
1.90%
0.34%
0.40%
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
0.80%
0.90%
1.00%
1.10%
1....
Average CPC below LinkedIn Benchmark
38
$9.0
$6.2
$5.8 $5.9
$-
$2.0
$4.0
$6.0
$8.0
$10.0
November December January
Average...
LinkedIn Showcase Page
39
Facebook Advertising
40
Reach: 292K
Actions: 7,409
Clicks to website: 4,942
Medscape Native Advertising
41
1. Headline View
2. Message View 3. Follow Up Email
Doximity Colleague Connect
42
Target Criteria
Subject:
Hello from Dr. Daniel Scuba &
Johns Hopkins Neurosurgery
Types of P...
Doximity Sponsored Content
43
No Womb for Error
Doximity Sponsored Content Performance
44
By Training
Open Analysis | 52 Specialties Represented
No Womb for Error
31%
23%...
Supporting Physicians &
Encouraging Peer-to-Peer
45
Support and Centralization of Physicians
46
In conclusion
47
Digital and social is
trending upwards.
Research is not
gospel, look at data
driven insights.
Understand ...
Thank you
48
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Physician Communication: Inform Strategy Through Research

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Physician Communication: Inform Strategy Through Research

  1. 1. Physician Communication: Inform Strategy Through Research Sharon Applestein, Director of Institutional & Service Line Marketing Therese Lockemy, Director of Internet Marketing & Social Engagement @tlockemy Johns Hopkins Medicine May, 2017
  2. 2. The Why Challenges and Constraints 2
  3. 3. 3 What we do
  4. 4. Printed communication 4
  5. 5. 5 Physician Portal
  6. 6. 6 Video Content
  7. 7. E-Newsletters 7
  8. 8. 8 E-Blasts
  9. 9. 9
  10. 10. Physician Marketing Mix 10 Colleague Connect
  11. 11. 11 Market research
  12. 12. 12 Methodology
  13. 13. 13 Quantitative 156 questions on: • Communication preferences • How they want to receive information/content from Johns Hopkins – print vs digital/electronic • Professional use of internet and social media Telephone survey of 300 specialists in Virginia, Pennsylvania, Delaware, New Jersey and Florida • 65% male; 35% female • Research conducted by Professional Research Consultants • Branded as Johns Hopkins research
  14. 14. Based on our marketing experience and results • Clinical Connection Web Portal • LinkedIn Campaign • Native Advertising on Medscape • E-blasts • E-Newsletter • Non CME Webinar Registration 14 Data Driven Insights
  15. 15. “Very Valuable” Responses 25.8% 32.5% 33.3% 34.2% 34.2% 41.4% 42.1% 54.2% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Podcasts in Your Specialty Video Case Presentations Emailed Information from Johns Hopkins Downloadable .pdf Case Studies Johns Hopkins Website Print Newsletters Pertaining to Your Specialty E-Newsletters Pertaining to Your Specialty Presentations by a Johns Hopkins Physician at a Conference in Your Specialty Research Question 1 Value of Specific Methods for Communications Between Johns Hopkins and Physicians
  16. 16. (“Very Valuable” Responses) 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Digital Print In-Person Communication ? ? ? Research Question 1 Value of Communication Methods for Information from Johns Hopkins Related to Your Specialty
  17. 17. Research Answer 1 Value of Communication Methods for Information from Johns Hopkins Related to Your Specialty (“Very Valuable” Responses) 57.0% 40.1% 27.9% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Digital Print In-Person Communication
  18. 18. 18 Survey Insights Most Used vs Perceived High Value 0 10 20 30 40 50 60 70 80 90 MedScape PubMed.com Uptodate.com Specialty association Most Used Value
  19. 19. What doctors want … In addition to specialty specific content, physicians want info on • Newly available techniques • Latest research and clinical trials • CME • Recommended treatment guidelines • Case presentations – not patient stories • Protocol for referring patients 19
  20. 20. Preferred Communication Method for Case Studies 79% 75% 62% 55% 80% 84% 78% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Under 45 45 - 54 55 - 64 65 + Digital Case Study Provide Name & Email 20  Overall 69.4% prefer their case studies digitally  Overall 77.6% are willing to give their name and email address
  21. 21. 21 What’s changing
  22. 22. What’s Changing 22
  23. 23. What’s Changing 23
  24. 24. What’s changing 24
  25. 25. 25 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Clinical Connection Website Traffic Facebook/ LinkedIn Campaign LinkedIn Campaign Medscape E-blasts Data Driven Insights Website Traffic
  26. 26. E-News Growth 26 0 500 1000 1500 2000 2500 3000 Q 3 2015 Q 4 2015 Q1 2016 Q2 2016 Q 3 2016 Q 4 2016 Q1 2017 Q2 2017 Q3 2017 E-News Growth Facebook/ LinkedIn Campaign E-blasts LinkedIn Campaign
  27. 27. What’s changing… 27
  28. 28. Downloadable Case Study 28
  29. 29. Personal use of Social Media 29 Social media sites used most Facebook YouTube LinkedIn Twitter Yes 55% No 45% Personal use of social media
  30. 30. Professional Use of Social Media Social media sites used most Facebook YouTube LinkedIn Doximity 30 Yes 31% No 69% Professional use of social media
  31. 31. 31 0 5 10 15 20 25 30 35 40 45 50 Facebook YouTube LinkedIn Doximity Twitter Most Used Value Survey Insights Most Used vs Perceived High Value
  32. 32. Likeliness to Click on a Social Post 46% 39% 15% Likeliness to Click Very Likely Somewhat Likely Not At All Likely 32 6% 21% 73% Value of Communications from Johns Hopkins Highly Valuable Somewhat Valuable Not at All Valuable
  33. 33. What’s changing…. 33
  34. 34. LinkedIn Advertising 34
  35. 35. Click Demographics
  36. 36. LinkedIn 36 Top Performing Post Best Practices • Very engagingAd Introduction. Your content creates curiosity which drives engagement • Covers an interesting topic that’s relevant to youraudience • The landingpage was in sync with the purpose of yourAd • Post performed over LinkedInbenchmarks! Recommendations • Visuals should be clear and eye-catching to your users • Reduce the Ad Introduction text to avoid truncation.
  37. 37. LinkedIn Advertising 37 1.63% 1.90% 0.34% 0.40% 0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70% 0.80% 0.90% 1.00% 1.10% 1.20% 1.30% 1.40% 1.50% 1.60% 1.70% 1.80% 1.90% 2.00% CTR Engagement John Hopkins Medicine LinkedIn Benchmark Campaign Overview Impressions Delivered: 632,523 Clicks Generated: 10,044 Average CPC: $5.88 Social Actions: 2,433 Audience CTR and Engagement Rates exceed LinkedIn’s benchmarks by almost 5x
  38. 38. Average CPC below LinkedIn Benchmark 38 $9.0 $6.2 $5.8 $5.9 $- $2.0 $4.0 $6.0 $8.0 $10.0 November December January Average CPC Johns Hopkins
  39. 39. LinkedIn Showcase Page 39
  40. 40. Facebook Advertising 40 Reach: 292K Actions: 7,409 Clicks to website: 4,942
  41. 41. Medscape Native Advertising 41 1. Headline View 2. Message View 3. Follow Up Email
  42. 42. Doximity Colleague Connect 42 Target Criteria Subject: Hello from Dr. Daniel Scuba & Johns Hopkins Neurosurgery Types of Physicians: Spine Neurosurgeons & Spine Orthopaedic Surgeons Geography: PA, DE, WV, VA, DC, NJ, NY, FL Exclusions: Johns Hopkins Affiliated Open Rate: 42% Dear Dr. <Last Name>, After seeing your profile on Doximity, I would like to connect. I specialize in the treatment of complex conditions, such as spinal tumors, spinal deformities and scoliosis, and also serve as director of minimally invasive spine surgery in the Johns Hopkins Department of Neurosurgery. I have been conducting outcomes research related to surgery of metastatic cancers of the spine as well as related to adult spinal deformity. You can read about it, along with the latest clinical and research advancements taking place in the departments of Neurology and Neurosurgery, in Doorways to Discovery on Johns Hopkins Clinical Connection: https://clinicalconnection.hopkins medicine.org/news/spinal-tumor-surgery-eliminating-the-gray-area If you think I can ever be of help to one of your patients, or if you have any questions about my practice, please add me to your address book, reply directly to this message or feel free to reach me at dsciubb1@jhmi.edu. Regards, Daniel Sciubbs, MD
  43. 43. Doximity Sponsored Content 43 No Womb for Error
  44. 44. Doximity Sponsored Content Performance 44 By Training Open Analysis | 52 Specialties Represented No Womb for Error 31% 23% 23% 18% 7% 7% 7% 3% 3% Residency Residency, Internship Medical school Fellowship Medical School, Fellowship, Residency Medical School, Residency Residency, Fellowship Internship Medical School, Internship By Experience Top Specialties 7% 6% 6% 6% 6% 6% 5% Internal Medicine Ophthalmology Psychiatry Anesthesiology Cardiology Radiology Pediatrics 27%73% 3,650 Delivered 1,143 Opened 31% Opened 2.97% Clicked
  45. 45. Supporting Physicians & Encouraging Peer-to-Peer 45
  46. 46. Support and Centralization of Physicians 46
  47. 47. In conclusion 47 Digital and social is trending upwards. Research is not gospel, look at data driven insights. Understand your audience.
  48. 48. Thank you 48

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