Creating the Perfect Healthcare Digital Marketing CampaignP R E S E N T E D B Y /
Mandy King, Digital Communication StrategistPyxl Knoxville
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
2Agenda
» State of the Industry
» Market Trends
» Why Digital?
» Marketing Check-Up
» Elements of a Perfect Digital Marketing Campaign
» Example Campaign
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
3State of the Industry
» US Population is over 321 million
» Total US health expenditures » $2.8 trillion in 2013
» $4.8 trillion by 2021* (Expected)
» Digital health funding reached $4.1 billion in 2014*
*Rock Health
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
4Market Trends
» Historically a traditional space
» Digital’s making inroads » EHR – 78% of physicians use any type of EHR*
» Mobile Device In-Office – 43% of physicians use mobile health technology for clinical purposes**
» Digital appointment reminders
» Wearable tech
» Remote patient monitoring devices
*HealthIT.gov **Rock Health
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
5Where’s the Market Headed?
» Patients expect digital » Nearly 61% of patients said digital health services are important in physician selection
» 40% of patients ages 25-34 want their physician to offer online scheduling, while 32.8% want to view test results and diagnoses online
» Many organizations are lagging behind » Less than 33% of patients said physicians offer digital services*
*Becker’s Hostpital Review
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
6Why Digital?
» Some organizations have already made the move
» Competition – patients will find an organization or practice that IS digital
» Improve patient engagement, experience and satisfaction
» In turn, improve health outcomes
» 73% of physicians belive that it will improve quality of care provided in the long-term*
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
7Your Patients Are Online
» They’re digitally connected throughout the day, on many different devices
» They’re searching for information » 88% of people looking for health information start with a search engine*
» Websites like WebMD see an average of 191 million unique users per month**
» But, are they finding the right information?
*Google **WebMD
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
8Your Patients Are Online
» They’re using multiple devices » 247 million people have downloaded a healthcare app for their personal use*
» 52% of smartphone owners have used their phone to look up health or medical information**
*Alega Health **Pew Research
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
9The Bottom Line
The digital revolution is here, and healthcare needs to jump on the bandwagon.
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
10Marketing Check-Up
» Has your organization adopted digital marketing yet?
» Do you have a strategy and goals in place?
» Think about your digital presence – What does it include and what is it lacking?
» How are you reaching your target audience?
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
11Elements of the Perfect Digital Marketing Program
» Strategy, goals, and KPIs
» Clearly defined, detailed audience personas
» Responsive website
» Search engine optimized website content
» Premium Content
» Consistently updated blog
» Personalized, segmented email marketing
» Social media presence & consistent updates
» Regular analysis of metrics and performance
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
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» Set goals – Do you want X amount of new patients this year? $X revenue from new pharmaceutical drugs you’re introducing?
» Strategize activities to meet those goals
Start with a Strategy
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
13Define Your Personas
» Who is your target audience?
» What are they looking for?
» What questions do they have?
» What are their pain points?
» How can your organization reach and help them?
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CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
14Website
» Welcoming and representative of your institution
» Responsive – accessible and easily viewed from any device
» Modern design
» Intuitive navigation and organization – don’t make people dig for information
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
15Website
A good first impression.
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
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CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
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CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
18Website
A not-so-good first impression.
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
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CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
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CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
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CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
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CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
23Website Content
» Optimize your website content for search
» Remember, the majority of people looking for health information start at a search engine
» Feature physician bios – allow patients to put a face to a name
» Consider video
» Incorporate welcoming imagery
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
24Premium Content
» Help establish your organization as a thought leader and build trust with your target audience
» Fact sheets, checklists, videos, etc.
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
25Blog
» Further contribute to SEO efforts
» Address your target audience
» Answer common questions
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CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
26Email Marketing
» Personalized
» Targeted
» Keep your organization top of mind
» Provide the right content at the right time
» Doesn’t stop with potential patients/customers – delight current patients/customers, too
» 93% of patients are likely to select a physician who offers communication via email*
*Becker’s Hospital Review
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
27Social Media
» Join the networks that make the most sense for your organization
» Post consistently
» Respond
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
28Social Media
» Get ready for reviews
» Get found! » Over 40% of consumers say that information found via social media affects the way they deal with their health*
» 90% of respondents ages 18-24 said they would trust information shared by others on their social media networks**
*Mediabistro **Search Engine Watch
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
29Metrics & Performance
» What’s working? What isn’t?
» Consistent reporting
» Refine your tactics
*Mediabistro **Search Engine Watch
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
30Example Campaign – Healthy Heart Awareness
» Let’s say you’re going to run a “healthy heart awareness” campaign throughout the month of February
» The goal of your campaign is to generate impressions, educate your audience and encourage people to sign up for risk assessments
HH
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
31Healthy Heart Awareness
» Website » Dedicate a portion of your website to the campaign, set up Call to Actions (CTAs) that lead to premium content visitors can download and to schedule a risk assessment
» Premium Content » Checklist – “A Heart-Healthy Diet Plan”
» Fact Sheet – “Healthy Heart Awareness”
HH
3 EASY STEPS
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
32Healthy Heart Awareness
» Email Marketing » Test different subject lines to encourage email opens and clicks
» Send an email on the first day of February that introduces Healthy heart Month and promotes your campaign
» Send periodic emails throughout the month
» If you already send a weekly/bi-weekly blog digest, make sure you add the blog posts related to the campaign
» Promote downloads of your premium content – checklist, fact sheet, etc.
» Inform readers about the importance of heart health
» Provide the option to schedule a risk assessment
HH
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
33Healthy Heart Awareness
» Social Media » Create images to use in your posts promoting the campaign – ensure correct image sizes
» Create an editorial calendar of campaign posts for each platform for the month of February – ensure they fit in with your normal posting schedule
» Use social to promote your blog posts, premium content pieces and the ability to schedule a risk assessment
HH
HEALTHY HEART AWARENESS
CHECK OUT OUR BLOG
ARE YOU READY?
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
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» Tie it all together!
» Marketing automation tool (Hubspot, etc.)
» Reporting and analytics
Healthy Heart Awareness
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
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““Questions?
CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015
36Thank You
Thank You!Mandy King, Digital Communication Strategist
email | [email protected]
Want to learn more about the future of healthcare and digital marketing? Download our white paper, Next Generation Healthcare Marketing.
pyxl.it/nextgenhealthcare
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