An introduction to Digital Marketing for the Healthcare Industry

Digital MarketingA Healthcare Industry introductionSeptember 2016Presented by Murad Q

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Confused?

What is Digital Marketing?

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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

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Brand

Digital Adverti

sing

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


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

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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


A Presence in social media

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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


Structured customer relationship management system & procedures

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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


E-Commerce elements to enhance business value

8All 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 Applications

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

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Business TechnologyMarketing

Brand

Shared responsibilities

Website

Smart Application

s

E-Commerce

CRM

Social Media

Digital Advertising

The digital marketing ecosystem is shared across two business functions

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Initial Presence

A branded presence on the digital web including social

Beginner

Digital always starts with the website

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Initial PresenceManaged

Dedicating assets to managing the presences. (e.g. tools people, and agencies)

Beginner

Managed

Evolving into a dedicated capacity

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Defined

Intermediate

ManagedDefined

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

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DefinedQuantified

Intermediate

ManagedDefined

Quantified

Implementing measurement for

business excellence

Implementing measurement and ROI

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DefinedQuantified

Optimizing

Advanced

Utilizing hard and soft insights from audience

to optimize business offering

Optimizing for strategy and ROI

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Digital Trends & InsightsAn overview into digital trends in healthcare

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Digital Marketing

Trends from: Accenture ‘Digital Health Tech Vision 2016’ &Smart Insights 2016 digital marketing report

What is digital for healthcare?

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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

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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



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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



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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


Digital Trust



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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 million in annual revenue

per hospital

Liquid Workforce


Digital Trust

Platform Economy



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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

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Digital Marketing

Content Marketing

Big DataBig 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



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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



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Digital Marketing

Digital Trust

Liquid Workforce

Platform Economy



Content Marketing

Big Data

Wearable technology

Trends from: Accenture ‘Digital Health Tech Vision 2016’ &Smart Insights 2016 digital marketing report


An introduction to Digital Marketing for the Healthcare Industry

Marketing

Transcript of An introduction to Digital Marketing for the Healthcare Industry