Connecting Providers & Patients: Navigating Haystacks of Needles
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Transcript of Connecting Providers & Patients: Navigating Haystacks of Needles
Connecting Providers & Patients:Navigating Haystacks of Needles
Debbie Donovan Medical Device Digital Marketer Spring 2014
Marketing Has Changed
Spring 2014 © 2014 eGoldSolutions 2
Facilitating 3‐Way Communication
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Social facilitates 3 types of communication
1 Company to consumers (single direction 1 to many)
2 Consumers to consumers (bi‐directional 1:1 privately)
3 Consumers to company (bi‐directional many to 1 with many watching)
Consumers Consumers
Company
Social Media
VS
Traditional vs. Digital Marketing
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Traditional Adoption
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Patient
DoctorGain doctor’s attention
with clinical data
Train doctor to add skill to their tool belt
Doctor selects site of service and advocates for inclusion into costs
Doctor educates patient (?)
Digitally‐enabled Adoption
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Educated Consumers discuss topic with primary care
Educated At Risk Patients demand branded care from
specialist
Referring health care providers point to best
specialists‐‐Branded offering is a
differentiator
Specialist closes loop with referring HCPs—reinforces brand value
ConsumersPatients
Referring HCPs
Doctor Facilities
Spring 2014
Patient Activity Key Influences
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There is a symbiosis between physicians and the internet.
Let’s take a closer look at trusted source vs. first behavior
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Search web…Find a doc…Get consult
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What if patients learned about their symptoms, conditions and treatment options on a physician website?
Do you think patients will use “contact us” website form to communicate with practice?
Q:
Q:
Source: http://content.nejm.org/cgi/content/extract/362/9/846
Spring 2014
Search Behaviors
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2013 Pew Internet Health Online Report
Spring 2014
All Roads Lead to Health Care Providers
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Search Engine MarketingKeyword buys by zip code leads to branded locator
Branded ToolkitLocal marketing tactics
execution
Sales/LiaisonsReferrals from Primary Care and relevant specialites
Calls Logged & Transferred
Health CareProviders
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Monetize Digital Marketing
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Organic Search (SEO)
Paid Search (Adwords)
Media (Social + Traditional)
Marketing Toolkit
Partnerships
Content Syndication
Turn consumers into patients
Assist Referring HCPs
New Users
Sales Data
New Facilities
Digital Analytics
Spring 2014
Web‐Revenue Relationship
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Landing Page/Post from SEO/SEMUser Sessions = multi‐page views of a website
$$$
Call/Email from Practice Website
Call/Email/Link to PracticeVisit practice website
Visitor views locator search result Customer Contact Page
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Marketing Program Integration
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Branded Physician Locator Community Partnerships
Surgeon & hospital sites
Contact Patients
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Practice Marketing: Step‐by‐step
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Secret Shop
Referral Outreach
• Educate your staff• Nominate an
expert• Display materials
Ask patients to rate you or tell their stories
Keyword buysAdvertisingDirect MailPublic relations
• Email response• Web to phone• Visitor traffic• Google Alerts
• Case Reports• Thank you notes
Patient Outreach
Consumer OutreachWebsiteHarness your
office
• Phone calls• Emails• Grand Rounds• Local HCP
Meetings
Intake formCases/week
• Website• Search Engine
Optimize• Manage
Reputation
Check‐ups & Metrics
Key Activities
Intake formCases/week
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Example of Integrated Marketing
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1. Practis Inc. live March 2009 www.roboticurologymd.comcontent & SEO upgrades included:• Animation modules• XML Site map• Google Local
submission form
2. PatientBuilder projects• Purchased personalized
brochures• Then added 7 month print and
billboard advertising schedule
Solo practice w/2 LA locations
1
2
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Hospitals Must Market With Doctors
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Hospital social media channels
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Health Care Social Media Activity
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Wikis to research what industry and providers are doing.
Spring 2014
Social Media Regulations
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They are in and active!Visit
Spring 2014
Best Blog Post of 2010
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From White Paper Page 10
Spring 2014
Leveraging Social Objects
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Social Networks—patient communities have sprung up around health conditions and they “Like,” “Comment,” or “Share This” when they stumble upon relevant objects (videos, blog posts, news items)
• Facebook Pages and groups• Disease specific forums:
PatientsLikeMe, HealingWell, HysterSisters
• Communities around bloggers
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Live examples
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1
2
3a 3b
3c
3d
4
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Best Blog Post of 2011
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Understanding Buzz
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http://youtu.be/EKcL0gAV51c
• Why things go viral
• How you can create content that is Buzz worthy
• Best 60 minutes you will spend on YouTube all year!
Best presentation of Dreamforce 2013CEO of BuzzFeed breaks down
Spring 2014
Regulatory & Legal
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Set the tone: “Yes we can”
For the quality system write a general work instruction to authorize posts and engagement
D2’s flexibility phrases:
• All approved released documents(labeling) may be used in whole or part as content for posting and engagement.
• Including but not limited to…
• Allow rebroadcasting of 3rd party (on label) content…
Refer to your existing adverse event and complaint reporting workflow processes
Spring 2014
The Social Technographics Ladder
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Four‐step approach to the groundswell
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PeopleAssess your customers’ social activitiesPObjectivesDecide what you want to accomplishOStrategy Plan for how relationships with customers will changeSTechnologyDecide which social technologies to useT
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Grab your real estate
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Visit: http://namechk.com/to test handles across networks• WordPress• YouTube channel• Facebook page• Twitter handle• Create a master gmail account for
logins
Spring 2014
http://threewisedames.com/2012/06/28/creating-a-digital-entity-step-by-step/
Leverage your assets
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Websites corporate and product patient and HCP facing
ShareThis + Social objects
Facebook Twitter YouTube
LinkedIn Slideshare InstagramPinterest
Spring 2014
WordPress Blog/Website
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Build the theme as “responsive design” to auto adjust on any device—mobile or desktop
Search algorithms catalog pages and posts very well for organic search
Build your website pages and blog posts is a section within
Hot Tip:
Where’s the ROI?
How to use it?
What is it?
Platform for website with simple content management system
Spring 2014
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• Re‐tweets (RT) from followers + lists following you
• Replies, mentions and favorites• #Hashtag campaigns
Use for news syndication
Where’s the ROI?
How to use it?
What is it?
Posts of 140 character short links to websites, videos and photos
• Post relevant clinical articles• Post all company news• Repost highlighted news coverage
Spring 2014
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Comments and shares of objects to friends of members
Carefully construct reason to join/like (think about embarrassment factor)
Where’s the ROI?
How to use it?
What is it?
Shared social objects heavily visual
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YouTube
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Long tail: views of videos over time
Post all released video content to be “found” and embed in website
Where’s the ROI?
How to use it?
What is it?
Videos of <10 minutes
Spring 2014
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All participation displayed on update feed; weekly email of activity in your network triggers visits
Join and create groups
Where’s the ROI?
How to use it?
What is it?
Professional social network
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Others to Consider
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ROI: Easy to fulfill requests for slides/imagesUse Creative Commons for ©
Spring 2014
Reading List
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Cluetrain Manifesto—95 Theses
download the 8‐page summary: http://www.cluetrain.com/cluetrain.pdf
Written in 1999: “People of earth...A powerful global conversation has begun. …markets are getting smarter— and getting smarter faster than most companies.”
Groundswell because 1/3 of the examples are health care related
Groundswell is defined as “a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations”
Bringing the Social Media #Revolution to Health Care is a collection of essays from the Mayo Clinical Center for Social Media (#MCCSM)
Spring 2014
Hubspot Predictions
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Marketers embrace smart content Marketing speaks like a human Email lives on Inbound, not automation, becomes priority Marketing technology evolves I’ll take some content curation, please Content crowdsourcing grows Marketing gets gamified A picture is worth 1000 words Context is content’s new best friend Outbound marketing looses traction
Campaigns fade out, real‐time marketing is in Inbound marketing grows company‐wide Know thy customer Marketing becomes more accountable for
revenue generation Social media gets integrated Be mobile or fall behind Social and content impact SEO even more Companies look to hire more inbound
marketing talent Big data gets bigger and digestible
Marketing Trends & Predictions for 2013 & Beyond
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http://www.hubspot.com/marketing‐resources/
Spring 2014
D2’s favorite resources
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SmartBrief subscriptions:
• AANP for health topics picked up by general press and policy trends
• AdvaMed for device and diagnostic industry news• Social Media for latest trends, webinars• Healthcare Marketers feed rounds up best practices using
traditional and new media
Gurus for Social Media in Medicine:
• http://www.doseofdigital.com/healthcare‐pharma‐social‐media‐wiki/ Digital media agency Possible Worldwide’s blog
• http://social‐media‐university‐global.org/ Lee Aase is Director, Center for Social Media at the Mayo Clinic http://socialmedia.mayoclinic.org/
• http://ebennett.org Ed Bennett‘s blog called Found In Cache
Pew Reports:
http://www.pewinternet.org/Subscribe.aspx
Spring 2014
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Medical Device Digital MarketerDebbie Donovan
Providing life science companies with:• On‐line marketing solutions that drive product sales• Compliant, cooperative customer marketing programs• Policies and procedures for social media engagement
Contact points: • Cell: 408‐621‐0216 • [email protected]• LinkedIn: http://www.linkedin.com/in/donovandebbie• Blog: http://threewisedames.com/category/debbie
Spring 2014
Thank You!
© 2014 eGoldSolutions