Healthcare Marketing Part 1

Healthcare Marketing

A look at the shift from traditional media marketing to digital marketing.

Healthcare Marketing:The New Marketplace-

The Old Model:Contacting health

professionals in when the patient is sick

The New Model:Connecting with potential

patients when they’re healthy

Compiled by Author from Sources: pwchealth.com


Hospitals and health systems are spending more on advertising now than in the past

Their emphasis is on educating and engaging patients

Today hospitals, clinics, and medical professionals, all must build a brand that validates the quality of care


There are sharp debates among healthcare marketing experts about how to present advertising in responsible and ethical ways

Providers need to convince patients that they are the highest-quality and most affordable option

Poorly designed communications or inconsistent branding will quickly diminish perceived quality of care


Healthcare organizations recognize that patients have stronger financial incentives to shop around

They are now on the hook for an increasing portion of their healthcare costs

They also feel the burden of the steady increase in health plan deductibles, copays and coinsurance


Over 2/3 of health systems expect their marketing departments to spend more time and resources influencing patients’ behavior

The industry is also now turning to value-based payments

More is not always better

Hospitals and doctors were slow to invest in marketing due to prohibitions that lasted until the 1980s


For consumers, not only is the quality of care necessary, but convenience, price, and the digital experience of care are also important aspects of service

The role of physicians as decision-makers is undergoing a transformation

There is a shift in decision-making power away from doctors


Patient Value 42% of Patients

26% of Patients

46% of Patients

47% of Consumers

• Want to use online ratings and reviews to compare and contrast care providers

• Would like to have up-front estimates of care cost

• Want the ability to use their mobile devices to search for physicians and their locations

• Would like to schedule appointments online

Compiled by Author from Sources: www.modea.com

Healthcare Marketing:The New Marketplace- Patient

ValuePatients and Consumers are

looking for:

39% would like pricing tools

32% would like additional

digital health and wellness

tools

29% would like electronic

communications with their

physicians or nurses

Compiled by Author from Sources: www.modea.com


Marketers are Targeting both Consumers and PayersConsumers are Becoming Avid Researchers

Patients no longer blindly accept what a

doctor tells them

They do their homework before and after visiting a doctor

Doctors are Becoming Employees

Hospitals have been buying up practices in hopes of

forming integrated systems

When they become employees, they lose their ability to be final decision

makers

Why Doctors have less Power in Decision- Making:

Compiled by Author from Sources: dmn3.com

Traditional Media A look at traditional media for marketing and how it can still be a viable lead generation source.

Traditional Media:Why use it?

Traditional tools play an important role in maintaining relationships with existing customers

They can also can play a part in referral programs

The largest demographic currently being targeted is generally more comfortable with traditional approaches than digital

This is clearly shifting


Many Engage in a Form of Traditional Media Every Day

Listen to the radio during the a commute

Reading the billboards when stuck in traffic

Watching TV in the evenings

Reading a magazine while waiting

Compiled by Author from Sources: marketingyourhospital.com


Compiled by author from source: ssl.gstatic.com

Radio Ads-5.3%

Other Events- 5.6%

Newspaper Ads- 5.9%

Direct Mail- 5.9%

Open House- 5.9%

Walk-Ins-

6.1%

Community

Referrals- 6.6%

ENT/GP Referrals- 7.9%

Caregiver

Referrals- 8.0%

Patient Referrals- 8.7%

Impact of Marketing Channels on Growing Medical Businesses


While digital advertising is pervasive in our culture, it is not considered as

trustworthyConsumers still trust

traditional channels of advertising

Over ½ say they trust newspaper, TV, radio,

magazines and billboards

More consumers say they do not trust the new

media platformsOver ½ don’t trust social media, online searches and videos, and banner

ads

Compiled by Author from Sources: marketingyourhospital.com


Patients who used Offline

Media for Medical

Resources use:

32% of patients use TV

20% of patients use magazines

18% of patients use newspapers

Compiled by Author from Sources: getreferralmd.com

Traditional Media:Advantages-

Compiled by Author from Sources: info.thespotonagency.com

Reaches a Broader Audience

There is a greater chance of reaching clients that might have missed with a digital campaign

Messages Will Reach the Older GenerationOlder generations are less likely to use the internet for healthcareAlmost 4 in 10 Baby Boomers, a population that requires increased healthcare services, don’t use the internet

Traditional Media:Demographics- Baby

Boomers Boomers' willingness to adopt what's new and better may speed

progress in care technology

One example would be mobile health

78% of Boomers have searched for health information online AFTER seeing something on TV


Boomers They still rely heavily on traditional media channels for news and entertainment

They are also comfortable with and use the internet and social media

Most traditional media campaigns use a DR (direct response) strategy to target baby boomers

Firms use a mix of long- and short-form DRTV, DR print, DR radio and digital media

These platforms make it easier to educate existing customers and to attract new ones


BoomersTop Cable Networks for Women (55+)

Top Cable Networks for Men (55+)

Fox News Channel ESPN USA

Network

History TNT MSNBC

AMC Discovery A&E

CNN

Fox News Channel USA Hallmark

Channel

TNT HGTV Lifetime

MSNBC TV Land CNN

Investigation

DiscoveryCompiled by author from source: www.responsemagazine.com


BoomersDespite a longer life expectancy, boomers had higher rates of

hypertension, high cholesterol, diabetes and obesity

80% of Boomers think that their Doctors would say they’re healthy

85% don’t eat enough fruits and vegetablesAlmost 1 in 5 admit to exercising less that once a week

30% say they are stressed often or also most all the time

62% say they are overweight

Compiled by author from source: thehealthcaremarketer.files.wordpress.com


Boomers One defining boomer healthcare characteristic is their high physician-

trust level

They are more likely to check with their doctor than other sources to seek help with both illness and wellness

Boomers visit the doctor’s office more regularly and partake in health diagnostic testing and services more frequently

Traditional Media:Demographics- Physicians

Surveys have shown that physicians prefer more traditional marketing tactics

This includes direct mail and medical press articles

When promoting a product traditional channels have the most impact for physicians

They do still check online for information on products being marketed

Traditional Media:Demographics- Physicians

Medical professionals are tasked with an important job- They are responsible for the health of a community

This responsibility is not a light burden and medical professionals understand the gravity of their choices

Therefore they take the time necessary to have a thorough understanding of everything being presented to them

Traditional media is far more conducive to the close reading to reach that level of comfort in defining the product

Why do Physicians prefer Traditional Media?

Compiled by author from source: www.macromark.com

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: [email protected]

www.mediacontactusa.com

mailto:[email protected]

http://www.mediacontactusa.com/

Works Cited

1. Barr, Paul. "Baby Boomers Will Transform Health Care As They Age." Hospitals & Health Networks, American Hospital Association, 14 Jan. 2014, www.hhnmag.com/articles/5298-Boomers-Will-Transform-Health-Care-as-They-Age. Accessed 13 Feb. 2017.

2. Brown, Bruce. "Successful Practices Use Marketing That Evolves with the Changing Healthcare Landscape." Hearing Review, 10 June 2016, www.hearingreview.com/2016/06/successful-practices-use-marketing-evolves-changing-healthcare-landscape/. Accessed 10 Feb. 2017.

3. CHASE, JAMES. "Healthcare Marketers: Don't Forget About the Baby Boomers." MM&M, Haymarket Media, Inc., 27 July 2016, www.mmm-online.com/technology/healthcare-marketers-dont-forget-about-the-baby-boomers/article/511775/. Accessed 13 Feb. 2017.

4. Dunlop, Dan. "Baby Boomers & Healthcare Marketing." The Healthcare Marketer, 11 Dec. 2014, thehealthcaremarketer.files.wordpress.com/2013/12/screen-shot-2013-12-09-at-1-46-40-pm.png. Accessed 13 Feb. 2017.

5. Google, and Complete. "The Digital Journey to Wellness." Google Confidential and Proprietary, 2012, ssl.gstatic.com/think/docs/the-digital-journey-to-wellness-hospital-selection_research-studies.pdf. Accessed 13 Feb. 2017.

6. Govette, Jonathan. "7 Medical Marketing Media Strategies That Really Work." ReferraMD, 7 Feb. 2015, getreferralmd.com/2015/02/7-medical-marketing-and-dental-media-strategies-that-really-work/. Accessed 13 Feb. 2017.

7. Greene, Jan. "Healthcare marketers reshape ad strategies." Modern Healthcare, Crain Communications, Inc., 30 Oct. 2015, www.modernhealthcare.com/article/20151030/MAGAZINE/310309995. Accessed 10 Feb. 2017.

8. "Healthcare branding, help them choose." Creative Co Oregon, www.creativeco.com/portfolio/healthcare-marketing. Accessed 10 Feb. 2017.

Works Cited

1. Honigman, Brian. "24 Outstanding Statistics on How Social Media Has Impacted Health Care." ReferraMD, 2007, getreferralmd.com/2013/09/healthcare-social-media-statistics/. Accessed 13 Feb. 2017.

2. Kelley, Susie. "The Pros and Cons of External Marketing for Healthcare." Spot On Says, 9 May 2016, info.thespotonagency.com/the-pros-and-cons-of-external-marketing-for-healthcare. Accessed 13 Feb. 2017.

3. Klein, David. "Marketing in the Healthcare Industry: Direct Mail Is Still Preferred." Macromark, 20 Apr. www.macromark.com/blog/marketing-in-the-healthcare-industry-direct-mail-is-still-preferred. Accessed 13 Feb. 2017.

4. Lockard, Pamela. "5 Healthcare Marketing Trends to Watch in 2016." DMN3, 16 Mar. 2016, www.dmn3.com/dmn3-blog/5-healthcare-marketing-trends-you-should-know-about. Accessed 10 Feb. 2017.

5. Marchak, Emily. "How to Market Healthcare to All Generations: Baby Boomers." Brogan & Partners, 16 Sept. 2015, brogan.com/blog/how-market-healthcare-all-generations-baby-boomers. Accessed 13 Feb. 2017.

6. McCrea, Bridget. "The Healthcare Market Booms!" Response Magazine, Questex, LLC, 1 Feb. 2014, www.responsemagazine.com/direct-response-marketing/healthcare-market-booms-6857. Accessed 13 Feb. 2017.

7. McMichael, Chase. "Should Hospitals Be on Facebook? Social Media Marketing for the Healthcare Industry." Marketo Marketing Blog, Marketo, Inc., 27 Nov. 2013, blog.marketo.com/2013/11/should-hospitals-be-on-facebook-social-media-marketing-for-the-healthcare-industry.html. Accessed 13 Feb. 2017.

8. Mortimer, Tina. "5 Old-school Healthcare Marketing Techniques That Still Work." Bluespire Marketing, 2 Aug. 2016, bluespiremarketing.com/blog/August-2016/5-old-school-healthcare-marketing-techniques. Accessed 13 Feb. 2017.

Works Cited

1. Ottenhoff, Mollie. "Infographic: Rising Use of Social and Mobile in Healthcare." The Spark Report, 17 Dec. 2017, thesparkreport.com/infographic-social-mobile-healthcare/. Accessed 13 Feb. 2017.

2. Palmer, Eleanor. "3 Ways That Traditional and Digital Marketing Work Together." EnVeritas Group, 13 Mar. 2015, enveritasgroup.com/campfire/3-ways-that-traditional-and-digital-marketing-work-together/. Accessed 15 Feb. 2017.

3. PwC. "Social media “likes” healthcare: From marketing to social business." PwC Health Industries Redirect, Apr. 2012, pwchealth.com/cgi-local/hregister.cgi/reg/health-care-social-media-report.pdf. Accessed 10 Feb. 2017.

4. Quinn, Kristen. "Top 20 Social Networks for Doctors and Healthcare Professionals." UpCity, 22 June 2016, upcity.com/blog/top-20-social-networks-for-doctors/. Accessed 13 Feb. 2017.

5. Schluter, Ben. "Patients Are Consumers Part II." Modea, 2 July 2015, www.modea.com/blog/posts/patients-are-consumers-part-ii. Accessed 10 Feb. 2017.

6. Ventola, C. Lee. "Social Media and Health Care Professionals: Benefits, Risks, and Best Practices." PubMed Central (PMC), Pharmacy and Therapeutics, July 2014, www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/. Accessed 13 Feb. 2017.

7. Warren, Jimmy. "Traditional Advertising or Digital to Market Your Hospital? Yes!" MARKETING YOUR HOSPITAL, marketingyourhospital.com/2015/06/01/traditional-advertising-or-digital-to-market-your-hospital-yes/. Accessed 13 Feb. 2017.

Healthcare Marketing Part 1

Healthcare

Transcript of Healthcare Marketing Part 1