An overview of the shift in how smart health care marketers are using digital techniques to engage consumers and growth their business. Health care marketing research shows that consumers do not select physicians or care facilities from advertising -- yet this is the primary tactic used by many health care marketers. For health care marketers who missed the paradigm shift to digital word-of-mouth (social media, online reviews, online testimonials, digital search) there is still time to catch up. This presentation provides a list of action items to energize your efforts.
3. The New Normal: Engagement
“Are you buying momentary attention or are you investing in a
long term asset? Stop renting an audience – build one.” - Seth
Godin, best-selling author
“Don’t interrupt what people are interested in – become what
people are interested in.” – Jeff Lanctot, Avenue A / Razorfish
4. Sources of Consumer Trust
Consumers trust friends, family, & personal
experience more than ads or strangers
Trust is required to acquire buyers
Trust is built through engagement
Source: Forrester Research, All Rights Reserved.
5. Paradigm Shift
Old Communications Model: one-way messages, brand
dictates topics, infrequent distribution, no feedback,
brand finds the audience (push)
New Communications Model: two-way dialogue,
patients dictate the topics, frequent distribution,
continual feedback, audience finds the brand (pull)
6. Implications for Marketers
Marketers are now facilitators of conversations
Marketers must “put a face on their brand” and learn to
be personable/engaging
Marketers need to build their own platform to deliver
relevant content to attract/build loyal followers instead
of paying someone else to interrupt their audience with
ads (thus, marketers must now think like a publisher)
Digital media is about “who” -- not “how many”
7. What This Means for Marketers
“Business as usual” (interruption) no longer works
8. Implications for Marketers
Advertising alone does not influence consumer selection
of product or service
Word-of-mouth referrals from existing customers is key
(however, you want profitable referrals – and that means
being able to identify what a profitable customer looks
like)
10. Branding: What it is
Branding Basics:
Positioning – what you want the brand to be
Design – translating positioning into a name / logo / color
Meaning – how the brand takes on associations
A name becomes a brand when people link it to other
things (it is like a reputation)
11. Branding: Why it matters
Distinguishing your business from competitors is critical;
simply touting “good service” is not enough
You must identify the one thing that makes your business
unique (USP) and then become known for it
Climb off the billboard and into the community – put a
face / voice on your brand and dialogue with potential
buyers
12. Step 2: Identifying Profitable Buyers
Profile your most profitable customers, and find more of them
13. Customer Mix Realities
If you advertise to “everyone”, then don’t be surprised
when “everyone” shows up at your doorstep (regardless
of their ability to pay)
By targeting profitable buyers and connecting with them
before your competitors do, you enhance your chances
of improving customer mix
14. Understanding Buyer Personas
Demographic segmentation was invented to create
stability so that groups of people could be messaged
Patient “personas” are more complete profiles than
segments and reveal clues for connecting with them
Personas include: demographic, behavioral, interests,
needs, channels of communication
Tips for creating personas: http://karengoldfarb.com/marketing-strategy/21-tips-creating-buyerpersonas
15. Identify Topics of Interest
Google Analytics: pages/topics with high page views
SEO: keyword volume
Twitter Search: keyword volume
Linked In / Facebook Groups
Survey buyer personas
Blog search
Forum sites where your personas hang out
16. Step 3: Engaging Profitable Buyers
New paradigm: you don’t find them – they find you
17. Why Search & Social Media Matter
20% of searches performed on Google each day have
never been performed before (source: Google CTO)
81% of online shoppers read customer reviews prior to
purchase (source: Nielson, Dec 2008)
There are more grandparents than high school kids on
Facebook (source: ReadWriteWeb, July 2009)
Half of YouTube™ audience is over age 34; and online video
viewing averages nearly 20 hours week (2 billion videos
streamed each day)
126 million blogs on the Internet (10 billion Tweets since 2006)
18. Rules of Engagement
Authenticity – resist the urge to “sell” on the first date;
you must invest the time to build trust and genuinely
interested help the online/offline community
Transparency – you must actually participate in the
conversations (instead of hiring an imposter to do it)
Relevancy - remember that you’re joining someone
else’s conversation; listen first – then contribute if you
have something relevant to say
19. SEO Ideas (online search visibility)
Tools
SEMRush – competitor
word ranking
Soribeseo.com
Majesticseo (link value)
Websitegrader.com
SEOmoz.com
Google ad manager
(your ads on your site)
Google buzz
Advanced segmentation
(Google Analytics)
Techniques
Embed links in PR
Avoid long URL’s
301 & 404 pages
Alt text over images
Tagging
Interview people at
shows for your blog
20. Mediums for Connecting
Ranked from least-to-most time consuming:
Blog (increase inbound leads by 50%)
Web pages
Video
Webinar
Case Study
White Paper (shared 90% of the time)
Comprehensive (complex) methodology
Make all but the most complex content available without
forced registration (link sharing, SEO)
Include a compelling call-to-action (triples inbound leads)
21. Getting the Word Out (online)
Content Distribution
Twitter
Marketwire
Pitch engine
Flickr
(animation/illustrations)
YouTube
Blip.tv
Scribd
RSS
Email
Slideshare
Content Aggregation
Friend Feed
Digg
Reddit
Stumbleupon
Linked In
Google / Bing / Yahoo
Bing
Del.ic.ious
22. Step 4: Measure Your Results
You can’t manage what you can’t measure