This is a presentation that was given to the Triangle Marketing Club in Raleigh, NC on the topic of trends in healthcare marketing. The presentation was given by Brandon Ives, CEO of PractImage. PractImage is a patient sentiment analysis and online reputation application for healthcare providers. Brandon is also managing partner at Brasco ///, a creative branding and digital marketing agency that serves clients in healthcare.
5. Be Authentic.
Presented by:
Adam Hajnos / Art Director
Brian Batchelor / Creative Director
Healthcare Starts And Ends With The Patient.
6. Be Authentic.
Rising Costs
Americans will spend over $30 trillion on healthcare. Cost to do business continues to rise.
Patient Consumerization
85% of Americans believe they now have more control of their healthcare; WebMD, Social Media, Cost
Transparency
Evolving Technology
Exciting new advancements are great for patients, overwhelming for doctors, and costly for everyone.
Opposing Transactional Model
The current fee-for-service model is conflicting with the growing patient-centered, population wellness model.
Glacial Factors Affecting Healthcare
7. Be Authentic.
Consolidation
Physician practices, hospitals, pharma companies, and insurance companies alike are merging for market position.
*Branding * PR
Consumerization
“PATIENT POWER”. Patients continue to feel more empowered; not blindly following their doctor’s orders.
*Digital Marketing
Data-Driven
Organizing and Interpreting Data Analytics Will Drive Healthcare Decisions
*Analytics * Metrics * Development
Regulations
From patient engagement and privacy, to ObamaCare there are many hurdles to jump for marketers.
*Marketing Strategy
Trends
8. Be Authentic.
Opportunities
• Branding & Market Strategy – mergers/acquisitions
• Community Outreach & Public Relations– storytelling /population health
• Patient Retention – nurture campaigns / system leakage
Health Systems & ACO’s
Challenges
• Mergers & acquisitions for group purchasing power & market positioning
• New standards in population healthmeans systems are needing to reach masses
• System Leakage – patients may be leaving the all-inclusive care reach of the health
system to receive care from outside providers or practices.
9. Be Authentic.
Successful Campaign
Banner Health
Patient Engagement Campaign
• Series of Educational Content
• Easy Consumption
• Social Media Driven
• Infographic Heavy
10. Be Authentic.
Opportunities
• Patient Acquisition & Retention
• Physician Referrals
• Digital Marketing
Physician Practices
Challenges
• Expanded services (existing patients) & Reaching new patients
• Lack of understanding
• Lack of time & resources
11. Be Authentic.
Successful Marketing
Unified Women’s Health
Online Reputation & Branding
• Website & Optimization
• Physician Profile Building
• Monitoring Patient Feedback
• Patient Surveys
• Reputation Improvement
12. Be Authentic.
Opportunities
• Branding – clinical studies & go to market
• Media Planning & Buying (online & offline)
• Web & App Development (creative ways to target)
Pharma / Clinical Research
Challenges
• Squeezed Budgets
• Locating & managing quality clinical trial sites
• Identifying & attracting patients with conditions for trials
13. Be Authentic.
Insurance Providers
Healthcare Support Services (Technology + Professional Services)
Medical Device Companies
Government / Academic / Non-profit
Technology Startups
Other Opportunities
18. Be Authentic.
Activity: Hack A Problem
Patient Communications:
Break in to groups by number
1) Patients
2) Providers
3) Pharma
3) Payors/Insurance
*Come up with an important problem for your group &
quickly hack a possible solution in 15 minutes.
19. Be Authentic.
Presented by:
Adam Hajnos / Art Director
Brian Batchelor / Creative Director
THANK YOU
BRASCOMARKETING.COM
PRACTIMAGE.COM
Notas del editor
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Rising costs - $30 trillion...that number is mind boggling…once you get in to the trillions of dollars most of us are just like uh yeah that’s a lot of money. But we don’t really comprehend it. GAME – True or False… $30 Trillion is more than the United States debt (TRUE). When you look at per capita spend in healthcare – who pays the most for healthcare (US). We pay twice as much as the UK. We pay And costs are rising…due to costly technology, insurance, pharma, everyone is plays a part. Its not just a the doctors making all the money….believe it or not
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Be Authentic…don’t fake it. . Don’t try to be perfect b/c perfect is stiff and boring.
Be Authentic…don’t fake it. . Don’t try to be perfect b/c perfect is stiff and boring.