An introduction to Digital Marketing for the Healthcare Industry
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I work with a great deal of small to medium sized clinics with no dedicated marketing, sales, or communications professionals, who are always looking for ways to improve their businesses discoverability. This is their introduction to the digital marketing world and a good place to explain the basic general areas of digital interests.
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An introduction to Digital Marketing for the Healthcare Industry
- 1. Digital Marketing A Healthcare Industry introduction September 2016 Presented by Murad Q
- 2. Confused? What is Digital Marketing? 1
- 3. Brand Website The website is the anchor to any digital strategy. From it all interactions with the companies audiences’ occurs. Keys features of a great Hospital website: • Ease of use and navigation • Clear and consistent meaningful content • Connections to communication and features Trends • Smart device friendly design • Integration to patient booking systems • Rich content connected to social tools All trends, examples and references of the healthcare industry are sourced from the U.S.News survey of the U.S Healthcare industry 2015 Digital Marketing starts with the brand and its website 2
- 4. Brand Digital Advertis ing Digital advertising is an adaptation of conventional push messaging to the consuming audience Trends • Rich content • Viral social sharing attributes • Personalized messaging that is insights driven • Location based broadcasts All trends, examples and references of the healthcare industry are sourced from the U.S.News survey of the U.S Healthcare industry 2015 Advertising in digital mediums How hospitals run Digital Advertising • Search engine campaigns to promote centers of excellence and service offerings • Owning share of voice in key topics relating to customers buying decision and satisfaction 3
- 5. Brand Social Media Social media channels are an important medium to influence and communicate directly with the companies audiences Attributes of great Social Media in healthcare: • Responsive and accurate • Story driven dialogue • Rich media broadcasts based on audience insights and healthcare consumer trends Trends • Rich media content that is implemented in a 360 campaign approach • User generated content • Holistic ‘Digital Health’ approach All trends, examples and references of the healthcare industry are sourced from the U.S.News survey of the U.S Healthcare industry 2015 A Presence in social media 4
- 6. Brand CRM Healthcare Customer Relationship Management is a fundamental part of digital in managing a customers lifetime with the brand that builds loyalty and preference How CRM works in Healthcare: • Connected to patient information system • Used to keep vital information for patient interaction and clinical referrals. Trends • 360 integration of Healthcare CRM (HIMSS) for clinical and marketing functions to measure revenue through interactions • Customer lifetime value measurement to increase efficiency of marketing activities All trends, examples and references of the healthcare industry are sourced from the U.S.News survey of the U.S Healthcare industry 2015 Structured customer relationship management system & procedures 5
- 7. Brand E-Commerce is the value driver for all digital marketing activities Attributes of great Social Media in healthcare: • Responsive and accurate • Story driven dialogue • Rich media broadcasts based on audience insights and healthcare consumer trends Trends • Holistic ‘Digital Health’ approach • Prescription refill automation • The rise of ‘Personalized medicine’ requiring tailoring in care (smart devices, monitoring) E-Commerce All trends, examples and references of the healthcare industry are sourced from the U.S.News survey of the U.S Healthcare industry 2015 E-Commerce elements to enhance business value 6
- 8. All trends, examples and references of the healthcare industry are sourced from the U.S.News survey of the U.S Healthcare industry 2015 Brand Smart Applicat ions Smart applications are a value added interaction point between hospitals and their audiences Examples of Hospital Smart applications: • Patient education • Symptoms and diagnostics • Medication and vitals diary keeping for diabetic patients Trends • Holistic ‘Digital Health’ approach • Prescription, symptom, and patient monitoring using smart devises facilitating more diagnostic information flow to clinicians Smart applications that bring audience closer to the brand 7
- 9. Business TechnologyMarketing Brand Shared responsibilities Website Smart Applications E- Commerce CRM Social Media Digital Advertising The digital marketing ecosystem is shared across two business functions 8
- 10. Initial Presence A branded presence on the digital web including social Beginner Digital always starts with the website 9
- 11. Initial Presence Managed Dedicating assets to managing the presences. (e.g. tools people, and agencies) Beginner Managed Evolving into a dedicated capacity 10
- 12. Initial Presence Managed Defined Intermediate Managed Defined A 360 approach to include all digital touch points in planning with their own tailored approach fitting the touch point. Defining interactions, procedures and planning 11
- 13. Initial Presence Managed Defined Quantified Intermediate Managed Defined Quantified Implementing measurement for business excellence Implementing measurement and ROI 12
- 14. Initial Presence Managed Defined Quantified Optimizing Advanced Utilizing hard and soft insights from audience to optimize business offering Optimizing for strategy and ROI 13
- 15. Digital Trends & Insights An overview into digital trends in healthcare 14
- 16. Digital Marketing Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Smart Insights 2016 digital marketing report What is digital for healthcare? 15
- 17. Intelligent Automation Intelligent Automation is the encapsulating term used to describe the transformation of workplaces into integrated hubs of technology 47% Of healthcare executives use automation for customer interactions 5 minutes Per encounter can be saved by each US primary care physician applying virtual health technology to patient encounters Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Digital Trends – Digital Health 16
- 18. Intelligent Automation Todays digital demands call for highly agile healthcare skillsets than enable organizations to quickly re-tool professionals for specialized tasks 76% Of healthcare executives believe more fluid workforce will improve innovation USD 2 Billion Saved annually with a care model that includes technology enabled annual assessments, self management and skills training Liquid Workforce Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Digital Trends – Digital Health 17
- 19. Intelligent Automation Non traditional players are entering the healthcare field with technology; wearable and device start-ups introducing monitoring is one of the most visible trends 78% Of healthcare consumers wear or are willing to wear technology to track their lifestyle and/or vitals Healthcare is one of the top 3 Industries Executives believe will face the most digital disruption within the next three years Liquid Workforce Predictable Disruption Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Digital Trends – Digital Health 18
- 20. Intelligent Automation With more data collection privacy and security are one of the most sensitive issues on healthcare consumers minds today 65% Of consumers globally believe that the benefits of being able to access medical information electronically outweighs the risk of privacy invasion Liquid Workforce Predictable Disruption Digital Trust Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Digital Trends – Digital Health 19
- 21. Intelligent Automation Interconnected technology platforms that focus on delivering customer experiences to enhance business value 7% Of patients have switched healthcare providers due to poor customer experience. To a cost of more than $100 millionin annual revenue per hospital Liquid Workforce Predictable Disruption Digital Trust Platform Economy Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Digital Trends – Digital Health 20
- 22. Digital Marketing Content Marketing Content is king. Building customer experience narratives that anchor credible easy to absorb content is a growing trend in healthcare Smart Insights 2016 digital marketing report Digital Trends – Digital Marketing 21
- 23. Digital Marketing Content Marketing Big Data Big data is the collection and distillation of intelligence from the variety of interconnected systems to allow a deep understanding of consumer need, preference and decision-making. In healthcare this translates to service providers being able to present their customer with the best experience Smart Insights 2016 digital marketing report Digital Trends – Digital Marketing 22
- 24. Digital Marketing Content Marketing Big Data Wearable technology will have the most profound impact on how healthcare providers can interact with their patients. While no direct investment from providers has happened yet, the prediction is more direct investment to give their patient the best experience Wearable technology Smart Insights 2016 digital marketing report Digital Trends – Digital Marketing 23
- 25. Digital Marketing Digital Trust Liquid Workforce Platform Economy Intelligent Automation Predictable Disruption Content Marketing Big Data Wearable technology Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Smart Insights 2016 digital marketing report Digital Trends – Digital Marketing 24
Notas del editor
- Digital marketing might be a daunting discipline for the uninitiated
- But essentially its made up of some basic parts: It all starts with the brand and its website Websites are the centre of the whole digital experience for hospitals Great hospital websites focus on easy to navigate pages and meaningful content that is presented in an easy to absorbed format Great websites also make it very easy for their audiences to communicate with the people who deliver their services
- Digital advertising is a growing speciality within the discipline that allows hospitals to broadcast to their audience In the healthcare and particular hospital industry advertising is broadly used to build brand affinity and associate preference with service delivery The growing trend is to advertise with rich native content that is in-itself valuable to the patient and audiences of the hospital Other trends involve location specific advertising by hospitals for generalised seasonal services like flue vaccinations directed at working men and women in transit hubs like airports
- Social media is a growing part of digital and spills over into all elements of the digital marketing mix. Great examples of hospital implementations will be discussed in detail in the following slides but almost every element of digital marketing will involve a social conversational element to it Good accurate rich content is the trend with all hospital providers; keeping their audiences engaged with their brand in a value driven way
- Customer relationship management practice and systems are critical operational components to digital marketing because they re the least obstructive means to see the audiences interaction with the brand as a consumer journey. - The trend in hospitals is fully integrated social CRM’s with patient information that facilitate quick response with relevant patient information. The evolutions to this trend focus more on information security, confidentiality and accuracy
- A growing number of hospitals implement e-commerce components traditionally found in other service industries to their offering, allowing patients to learn, ask questions about and buy what they need at the swipe of a finger. - Integrating booking systems with automatic prescription systems is the most visible form of hospitals implementation of this
- Smart applications like social media interconnect with other elements of the mix allowing patients and the brand audience at large to interact with the hospital in new and exciting ways. - Examples and trends fall within the realm of Digital Health and are talked about in more detail in following slides, but generally are a value delivery mechanism from hospitals to their patients
- Its important to know that while digital marketing is an evolving field its responsibilities are shared with dedicated technology departments of hospitals.
- So knowing what you know now about the digital marketing mix we can explain the stages we would need to traverse to deliver the best marketing to our audiences - In a beginners stage we always start with our presences. Setting them up, and fitting their tone of voice and brand stylings to our guidelines
- Once the setup is complete the day to day management of task begins requiring dedicated resources and more robust planning to allow procedures to take form
- As the team and their tools are in place with a plan the definition of desired outcomes becomes a priority. Implementing strategy is now needed. This process encompass a 360 strategic approach to all touchpoints our audience experience the brand on, so cover not just digital.
- As the digital marketing functions become more strategically defined, direct performance measurement can be implemented to facilitate decision making with results being a clear quantifiable outcome in the process.
- At the most advanced stages the digital marketing component is thoroughly integrated with the core elements of the business strategy and insights begin to shape what and how the business operates. No healthcare providers aside from the National Health Service UK are known to utilise big data analytics to shape procedures and patient experience.
- So what are the trends in digital for the healthcare industry? There are two intersecting topics, Digital Health and Digital Marketing Digital Health is an all encompassing holistic approach that utilises digital in all facets of healthcare While digital marketing is the most conventional marketing activities, components and methodologies
- The trends in digital health
- Trends in digital health
- Trends in digital health
- Trends in digital health
- Trends in digital health
- Trends in marketing
- Trends in marketing
- Trends in marketing
- Trends in marketing