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Attract and Empower Consumers with an Integrated Media Approach| Slide 1
Build Your Referrals:Attract and Empower Consumers
with an Integrated Media Approach
Presented by: Camille Strickland10/5/2011
#EMGWebinar
Attract and Empower Consumers with an Integrated Media Approach| Slide 2
Welcome!
About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Links to be sent to attendees
Presentation posted to EMG Knowledge Center
Attract and Empower Consumers with an Integrated Media Approach| Slide 3
About EMG & Core Competencies• Full-service digital marketing and communications agency• Headquartered in Los Angeles, CA• Established in 1999• Clients Diversity Includes:
Attract and Empower Consumers with an Integrated Media Approach| Slide 4
Strategy MediaPlans brand stories and experiences that engage consumers in relevant,
meaningful ways
Plans propagation of brand stories and experiences
through owned, paid, earned and shared media
Translates brand stories and experiences to visual
identity and concepts
Discovers new methods of consumer engagement
utilizing technology
Creative Technology
About EMG & Core Competencies
Attract and Empower Consumers with an Integrated Media Approach| Slide 5
Presenter Introduction
• Background in healthcare marketing, communications and strategic planning
• SME in impact of technology and marketing on health consumer behavior
• Partners with healthcare clients to develop and define key strategies for integrated branding and growth
Camille Strickland, Healthcare Client Service Director, EMG
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Key Take Aways
1. How health consumers seek information offline and online2. Common characteristic of all health consumers3. Low-risk, high flexibility approach to integrated media
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Internet usage has increase BUT…Online visits to health sites has grown by 60% in just the past three years
2 out of every 3 American’s seek out health information online monthly
Health Information - OnlineHealth Information - Online
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Health Information - OfflineHealth Information - Offline
Health consumers seek information, care and support offline in the following ways:
71% from health professional
55% from friends and family
21% from others with similar conditions
Source: Pew Research Center’s Internet & American Life Project, 2010
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Trend in MediaTrend in MediaAdvertising by U.S. hospitals, clinics and medical centers up by 20.4% in first six months of 2011.
Source: Kantar Media, 2011
WHY?
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The Opportunity: Attract and EmpowerThe Opportunity: Attract and Empower
Healthcare consumers choose to engage based on personal experiences with a system of care – both theirs or those they know.
Attract
Empower
Desire to Learn
Desire to Share
Desire to Connect
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Healthcare Marketing Integration is about…
1. The shifting role of healthcare organizations2. Making the best impression directly and indirectly3. Leveraging cost-effective tactics
Source: FF3300
Attract and Empower Consumers with an Integrated Media Approach| Slide 12
Healthcare Marketing Integration is about…
1. The shifting role of healthcare organizations2. Making the best impression directly and indirectly3. Leveraging cost-effective tactics
Graphic by Brian Solis (Jess3)
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Healthcare Marketing Integration is about…
1. The shifting role of healthcare organizations2. Making the right impression directly and indirectly3. Leveraging cost-effective tactics
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Approaching Integrated Media
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Traditional Approach
Media Mix
PrintTelevision
RadioInternet
Marketing Mix
ProductPrice
Placement Promotion
Measure
Market ShareIP/OP VisitsConsumer Awareness
CPC/CPL
An attempt to define “what’s working” by measuring promotion vs. engagement (reach metrics)
Gap
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Integrated Approach
•Shift to focus on how consumers make health care decisions
•Align media solutions and measurement based on engagement goals
• Print• Television• Radio • Internet
• Ability to Share• Relevance• Direct vs. Driver• + traditional
• Behavior• Needs• Connectivity
• Product• Price• Promotion• Placement
Marketing Mix
(Service)
Engagement Filter
(Factors)
Media Mix
(Solutions)
Assess Engagement(Measure)
Healthcare Consumer
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Step #1: Services line approach can support larger branding effort with lower risk.
• Service line should have access, managed funnel and profitability.
Tactical Approach: Select Service Lines
Service Line
Profitable
Funnel Mgmt.Access
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Service Line FocusService Line Focus
Source: Thomson Reuters Service Line Research 2010
Rationale
• Low-risk, increased flexibility
• Granular approach to measuring
impact
• Of the 74% adults who use the
internet, 59% look for
information about disease and
treatment specific topics.
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Access •The right information •An informed team •Required care
Profitability•Is there market potential for utilization?•Can the revenue margin be calculated?
Managed Funnel•Accountability •Experience Ownership
Risks associated with lack of requirements:
• Disconnect for consumer between online access and health care access
• Missing opportunity to set expectations with the consumer
Requirements for Service Line Focus
Service Line
Profitable
Funnel Mgmt.Access
Real Impact on Revenue Cycle
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Step #2: Define consumer characteristics and behaviors by service line
• Understand, define, correlate online and offline behaviors and attitudes
Rationale
• In line with industry best practice of keeping the patient at the center
• In line with what marketers already know – 80% believe insight into
consumer’s digital behavior will be increasingly important
Sources: Marketing & Media Ecosystem 2010 survey
Tactical Approach: Define Consumers
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Health Consumer SegmentsHealth Consumer Segments
Factor Content & Compliant
Sick & Savvy Online & Onboard
Shop & Save Out & About Casual & Cautious
System Use Medium Highest High Medium Medium Lowest
Preferencesregarding care
Traditional Traditional Traditional, but open to non-conventional settings
Traditional, but opento alternative andnon-conventionalsettings
Alternativeapproaches andnon-conventionalsettings
Disengaged, butcurrently leanstoward traditional
Dependenceon providers
Accepts what doctorrecommends
Takes charge of owncare
Leans toward relyingon self
Leans towardallowing doctor tomake decisions
Makes owndecisions/independent
Leans toward relyingon self
Other importantdistinctions
Less likely to seekinformation; lesslikely to use value-addedservices;least interestedin shopping forand customizinginsurance
Seeks information;sensitive to quality;uses some value-addedservices;wants to shop forand customizeinsurance
Seeks information;uses onlinetools the most;sensitive to quality;maximizes useof value-addedservices
Makes changesto insurance;price-sensitive;uses value-addedservices; most likelyto travel for care
Seeks information;sensitive to quality;uses some value-addedservices;wants to shop forand customizeinsurance
Price-sensitive;unpreparedfinancially forfuture needs;less likely to seekinformation; lesslikely to use value-addedservices
Source: © Deloitte LLP. All rights reserved.
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Digital Marketing Strategy Snapshot
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Step #3: Deep dive for opportunities to increase engagement
• First opportunity to identify and fill gaps in messaging and roadblocks in
referral process
Sources: Marketing & Media Ecosystem 2010 survey and Booz & Company analysis
Tactical Approach: Filter for Engagement
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Tactical Approach: Assess and MeasureStep #4: Expand view of measurement to include both response and reach
• Can reveal opportunities for long-term, sustainable impact that can be
enabled or driven through digital
Rationale
• Demographic market share and Digital ecosystem correlation
Sources: PwC 2010
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Timeline
Stuart Mease – Virginia Tech, 2011
Select Service
Define Consumer
Filter for Engagement
Measure & Assess
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Mixing Paid and Earned Media
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Integrated Media In Action
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Procedures•Adjustable Gastric Banding•Gastric Bypass•Gastric Sleeve Surgery
Metabolic & Bariatric Surgery Program
Needs•Deliver accurate information•Bariatric COE Process•Increase Awareness AND Appointments
Consumer Offline•Prior attempt at conventional methods•Symptoms of depression in nearly 50%•Emotional drivers
Awareness
Patient Volume
Refine Outreach and Process
Consumer Online•85% bariatric surgery patients searched online•92% believe clinic should be available via email
Attract and Empower Consumers with an Integrated Media Approach| Slide 29
LLUMC – Metabolic & Bariatric Surgery Program
General Awareness
Adv.63%
SEM/SEO5%
Events3%
Educational Sem-inars18%
Physician Ref. Mktg13%
Initial Budget Allocation
General Awareness
Adv.25%
SEM/SEO16%
Events2%
Edu. Seminars33%
Physician Ref. Mktg25%
Initial Time Allocation
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LLUMC – Metabolic & Bariatric Surgery Program
Print advertising
Outdoor Boards
Other traditional media:Direct MailRadio
Initially 62% of budget
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LLUMC – Metabolic & Bariatric Surgery Program
Integration of Digital Media
Confirmation Emails
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LLUMC – Metabolic & Bariatric Surgery Program
Search Engine Marketing
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LLUMC – Metabolic & Bariatric Surgery Program
Search Engine Optimization
Online Registration
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LLUMC – Metabolic & Bariatric Surgery Program
General Awareness
Adv.48%
SEM/SEO13%Events
3%
Educational Sem-inars25%
Physician Ref. Mktg13%
Engagement Refined Budget
Continual refinement in outreach and process means shift in where dollars are spent.
General Awareness Adv.16%
SEM/SEO20%
Events2%
Edu. Seminars37%
Physician Ref. Mktg25%
Engagement Refined Time Allocation
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Wrap Up
1. Plan to be flexible (agility)2. Determine cross-over points of reach (paid, earned, shared)3. Build in time to assess consumer behavior both online and
offline (observation)
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Q & A
Thank You!
Contact us today to learn how EMG can apply its expertise in developing and implementing your institution’s persona to help you get started!
Toll Free: (866) 62-EARTHwww.visitemghealth.com
FULL WEBINAR AVAILABLE TOMORROW AT:
Youtube.com/earthboundmediagroup
Earthboundmediagroup.com/emg/home/knowledge-center/webinars.html
STAY CONNECTED WITH EMG:
Twitter.com/EMGtheAgency
Facebook.com/earthboundmediagroup
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Thank You For Your Time!
Camille StricklandHealthcare Client Services Director
cstrickland@earthboundmediagroup.com310.558.7314