Connecting Providers & Patients: Navigating Haystacks of Needles

Connecting Providers & Patients:Navigating Haystacks of Needles

Debbie Donovan Medical Device Digital Marketer Spring 2014

Marketing Has Changed

Spring 2014 © 2014 eGoldSolutions 2

Facilitating 3‐Way Communication

3Spring 2014 © 2014 eGoldSolutions

Social facilitates 3 types of communication

1 Company to consumers (single direction 1 to many)

2 Consumers to consumers (bi‐directional 1:1 privately)

3 Consumers to company (bi‐directional many to 1 with many watching)

Consumers Consumers

Company

Social Media

VS

Traditional vs. Digital Marketing

© 2014 eGoldSolutions 4Spring 2014

Traditional Adoption


Patient

DoctorGain doctor’s attention

with clinical data

Train doctor to add skill to their tool belt

Doctor selects site of service and advocates for inclusion into costs

Doctor educates patient (?)

Digitally‐enabled Adoption

© 2014 eGoldSolutions 6

Educated Consumers discuss topic with primary care

Educated At Risk Patients demand branded care from

specialist

Referring health care providers point to best

specialists‐‐Branded offering is a

differentiator

Specialist closes loop with referring HCPs—reinforces brand value

ConsumersPatients

Referring HCPs

Doctor Facilities

Spring 2014

Patient Activity Key Influences


There is a symbiosis between physicians and the internet.

Let’s take a closer look at trusted source vs. first behavior

Spring 2014

Search web…Find a doc…Get consult


What if patients learned about their symptoms, conditions and treatment options on a physician website?

Do you think patients will use “contact us” website form to communicate with practice?

Q:

Q:

Source: http://content.nejm.org/cgi/content/extract/362/9/846

Spring 2014

Search Behaviors


2013 Pew Internet Health Online Report

Spring 2014

All Roads Lead to Health Care Providers


Search Engine MarketingKeyword buys by zip code leads to branded locator

Branded ToolkitLocal marketing tactics

execution

Sales/LiaisonsReferrals from Primary Care and relevant specialites

Calls Logged & Transferred

Health CareProviders

Spring 2014

Monetize Digital Marketing


Organic Search (SEO)

Paid Search (Adwords)

Media (Social + Traditional)

Marketing Toolkit

Partnerships

Content Syndication

Turn consumers into patients

Assist Referring HCPs

New Users

Sales Data

New Facilities

Digital Analytics

Spring 2014

Web‐Revenue Relationship


Landing Page/Post from SEO/SEMUser Sessions = multi‐page views of a website

$$$

Call/Email from Practice Website

Call/Email/Link to PracticeVisit practice website

Visitor views locator search result Customer Contact Page

Spring 2014

Marketing Program Integration


Branded Physician Locator Community Partnerships

Surgeon & hospital sites

Contact Patients

Spring 2014

Practice Marketing: Step‐by‐step


Secret Shop

Referral Outreach

• Educate your staff• Nominate an

expert• Display materials

Ask patients to rate you or tell their stories

Keyword buysAdvertisingDirect MailPublic relations

• Email response• Web to phone• Visitor traffic• Google Alerts

• Case Reports• Thank you notes

Patient Outreach

Consumer OutreachWebsiteHarness your

office

• Phone calls• Emails• Grand Rounds• Local HCP

Meetings

Intake formCases/week

• Website• Search Engine

Optimize• Manage

Reputation

Check‐ups & Metrics

Key Activities

Intake formCases/week

Spring 2014

Example of Integrated Marketing


1. Practis Inc. live March 2009 www.roboticurologymd.comcontent & SEO upgrades included:• Animation modules• XML Site map• Google Local

submission form

2. PatientBuilder projects• Purchased personalized

brochures• Then added 7 month print and

billboard advertising schedule

Solo practice w/2 LA locations

1

2

Spring 2014

Hospitals Must Market With Doctors


Hospital social media channels


Health Care Social Media Activity


Wikis to research what industry and providers are doing.

Spring 2014

Social Media Regulations


They are in and active!Visit

Spring 2014

Best Blog Post of 2010


From White Paper Page 10

Spring 2014

Leveraging Social Objects


Social Networks—patient communities have sprung up around health conditions and they “Like,” “Comment,” or “Share This” when they stumble upon relevant objects (videos, blog posts, news items)

• Facebook Pages and groups• Disease specific forums:

PatientsLikeMe, HealingWell, HysterSisters

• Communities around bloggers

Spring 2014

Live examples


1

2

3a 3b

3c

3d

4

Spring 2014

Best Blog Post of 2011


Understanding Buzz


http://youtu.be/EKcL0gAV51c

• Why things go viral

• How you can create content that is Buzz worthy

• Best 60 minutes you will spend on YouTube all year!

Best presentation of Dreamforce 2013CEO of BuzzFeed breaks down

Spring 2014

Regulatory & Legal


Set the tone: “Yes we can”

For the quality system write a general work instruction to authorize posts and engagement

D2’s flexibility phrases:

• All approved released documents(labeling) may be used in whole or part as content for posting and engagement.

• Including but not limited to…

• Allow rebroadcasting of 3rd party (on label) content…

Refer to your existing adverse event and complaint reporting workflow processes

Spring 2014

The Social Technographics Ladder


Four‐step approach to the groundswell


PeopleAssess your customers’ social activitiesPObjectivesDecide what you want to accomplishOStrategy Plan for how relationships with customers will changeSTechnologyDecide which social technologies to useT

Spring 2014

Grab your real estate


Visit: http://namechk.com/to test handles across networks• WordPress• YouTube channel• Facebook page• Twitter handle• Create a master gmail account for

logins

Spring 2014

http://threewisedames.com/2012/06/28/creating-a-digital-entity-step-by-step/

Leverage your assets


Websites corporate and product patient and HCP facing

ShareThis + Social objects

Facebook Twitter YouTube

LinkedIn Slideshare InstagramPinterest

Spring 2014

WordPress Blog/Website


Build the theme as “responsive design” to auto adjust on any device—mobile or desktop

Search algorithms catalog pages and posts very well for organic search

Build your website pages and blog posts is a section within

Hot Tip:

Where’s the ROI?

How to use it?

What is it?

Platform for website with simple content management system

Spring 2014

Twitter


• Re‐tweets (RT) from followers + lists following you

• Replies, mentions and favorites• #Hashtag campaigns

Use for news syndication

Where’s the ROI?

How to use it?

What is it?

Posts of 140 character short links to websites, videos and photos

• Post relevant clinical articles• Post all company news• Repost highlighted news coverage

Spring 2014

Facebook


Comments and shares of objects to friends of members

Carefully construct reason to join/like (think about embarrassment factor)

Where’s the ROI?

How to use it?

What is it?

Shared social objects heavily visual

Spring 2014

YouTube


Long tail: views of videos over time

Post all released video content to be “found” and embed in website

Where’s the ROI?

How to use it?

What is it?

Videos of <10 minutes

Spring 2014

Linkedin


All participation displayed on update feed; weekly email of activity in your network triggers visits

Join and create groups

Where’s the ROI?

How to use it?

What is it?

Professional social network

Spring 2014

Reading List


Cluetrain Manifesto—95 Theses

download the 8‐page summary: http://www.cluetrain.com/cluetrain.pdf

Written in 1999: “People of earth...A powerful global conversation has begun. …markets are getting smarter— and getting smarter faster than most companies.”

Groundswell because 1/3 of the examples are health care related

Groundswell is defined as “a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations”

Bringing the Social Media #Revolution to Health Care is a collection of essays from the Mayo Clinical Center for Social Media (#MCCSM)

Spring 2014

Hubspot Predictions


Marketers embrace smart content Marketing speaks like a human Email lives on Inbound, not automation, becomes priority Marketing technology evolves I’ll take some content curation, please Content crowdsourcing grows Marketing gets gamified A picture is worth 1000 words Context is content’s new best friend Outbound marketing looses traction

Campaigns fade out, real‐time marketing is in Inbound marketing grows company‐wide Know thy customer Marketing becomes more accountable for

revenue generation Social media gets integrated Be mobile or fall behind Social and content impact SEO even more Companies look to hire more inbound

marketing talent Big data gets bigger and digestible

Marketing Trends & Predictions for 2013 & Beyond

20

http://www.hubspot.com/marketing‐resources/

Spring 2014

D2’s favorite resources


SmartBrief subscriptions:

• AANP for health topics picked up by general press and policy trends

• AdvaMed for device and diagnostic industry news• Social Media for latest trends, webinars• Healthcare Marketers feed rounds up best practices using

traditional and new media

Gurus for Social Media in Medicine:

• http://www.doseofdigital.com/healthcare‐pharma‐social‐media‐wiki/ Digital media agency Possible Worldwide’s blog

• http://social‐media‐university‐global.org/ Lee Aase is Director, Center for Social Media at the Mayo Clinic http://socialmedia.mayoclinic.org/

• http://ebennett.org Ed Bennett‘s blog called Found In Cache

Pew Reports:

http://www.pewinternet.org/Subscribe.aspx

Spring 2014


Medical Device Digital MarketerDebbie Donovan

Providing life science companies with:• On‐line marketing solutions that drive product sales• Compliant, cooperative customer marketing programs• Policies and procedures for social media engagement

Contact points: • Cell: 408‐621‐0216 • [email protected]• LinkedIn: http://www.linkedin.com/in/donovandebbie• Blog: http://threewisedames.com/category/debbie

Spring 2014

Connecting Providers & Patients: Navigating Haystacks of Needles

Healthcare

Transcript of Connecting Providers & Patients: Navigating Haystacks of Needles