Future trends and innovations in healthcare marketing

Julien Dagher

Agenda

1. What are the new trends in healthcare marketing2. Where do our customers stand3. What key opportunities lie ahead4. What challenges to expect

5 trends in Pharma marketing in 2016• Patient journey starts online: 77% of online health seekers say they began at a search engine such as Google, Bing, or Yahoo. Another

13% say they began at a site that specializes in health information, like WebMD. Just 2% say they started their research at a more general site like Wikipedia and an additional 1% say they started at a social network site such as Facebook.

• Mobile Friendly: 80% of local searches are conducted from mobile phones. In addition and 91% of Americans have a mobile device within reach 24 hours a day. Hospital or physician group website can also be within their reach. Patients or their caregivers have no patience for hard-to-use websites on their phone. The website is no longer a separate tool in your toolbox, it’s the live and dynamic center that all marketing strategy should be designed around.

• Content Focus: Patients and caregivers really are not interested in propaganda about how great your organisation is, at least not initially in their online search. They are seeking helpful educational information that will help them make informed decisions about what their next step should be in consulting with a healthcare professional. 72% of internet users say they looked online for health information of one kind or another within the past year. In fact the third most popular activity that people do online—right behind checking email and using a search engine—is looking for answers to health questions. You should be curious as to where your potential patients are seeking information.

• Reputation Matters: word-of-mouth marketing is still important to healthcare audiences. The informal conversations among family, friends and co-workers will continue to be an important driver of referrals. However online reviews of healthcare providers are even more important (+68% YoY) 60% of patients use online patient reviews before selecting a physician.

• Make it Social: People like to be social, thus the reason social media platforms such as Facebook, Twitter, Pinterest etc. have experienced such a rapid growth. Patients want to be in control of their decision making around their healthcare and seek advice from their social network.

• Data analysis: Healthcare marketers have a wealth of data available to them that can help prove ROI. But gathering that data from different sources and compiling it takes time.

In 2016, online marketing strategy is a must and we expect to see marketers focus on tools and solutions that let them spend their time analysing data rather than gathering it

Consumers behaviourAccording to Mashable the online resources most frequently accessed for health related information are:

56% searched WebMD

31% Wikipedia

29% health magazine websites

17% Facebook

15% YouTube

13% a blog or multiple blogs

12% patient communities

6% Twitter

27% none of the above

It stands to reason then that there will be a continued demand for educational content in the form of blogs, social media, white papers, checklists, videos, podcasts and email that are designed to create a personalised experience for the patient.

Developing a content strategy that touches the patient at the right time, with the right information in the right channel will be a

key element of developing a relationship with potential new patients.

Online Marketing Strategy

• When planning your 2017 marketing strategy you need to incorporate a reputation management plan consisting of online review sites and social media to encourage reviews from satisfied patients as well as a plan to manage your online brand.

• As a result of the internet, you no longer have full control of your brand. However, you can manage how you guide people to interact with your brand and how you respond to their experiences.

• Your Marketing strategy needs to be content focused, digital, mobile, and social

Content focused• Patients today are extremely savvy about their healthcare

options. While learning about symptoms and diseases used to require a trip to the library, now a simple online search can yield huge amounts of information. People seek information both before and after they make appointments to see a healthcare provider.

• If you want your practice to be noticed, you must be sure to provide the valuable content that your prospective patients want – and in a way that will ensure that your website appears at or near the top of a list of search results.

• When patients look for information concerning their health, they want information that will help them understand their health concerns and treatment options. They want to be educated and informed so they can make the best possible choice for themselves or their loved ones.

It should be mobile

What the trend means is that you cannot ignore the importance of targeting mobile users. Your website must be mobile-responsive, with content and options specifically geared toward mobile customers.

Google favors websites that cater to mobile customers, and future Google updates are very likely to double down on that approach.

Social media mobile usage is very high, too, and sites like Facebook have added options that make it easy for providers to target mobile users.

One example is Facebook’s “Call Now” feature. Local advertisers have the option of choosing various call to action buttons for their ads.

Make it Social

Social media has greatly impacted how health care providers engage with patients online

In a recent study published in the Journal of General Internal Medicine which compared how 4,800 U.S. hospitals rated on Facebook's five-star scale with their 30-day readmission rates--researchers found that the average Facebook rating was higher for hospitals with lower-than-average readmission rates, while hospitals with the highest readmission rates received fewer stars from Facebook users.

Make it Social

Patients on Social mediaPatients and caregivers use and rely on social media for healthcare decisions, consider these statistics:

• More than 40% of consumers say that information found via social media affects the way they deal with their health. (Source:Mediabistro)

• 90% of people that responded to the survey from 18 to 24 years of age said they would trust medical information shared by others on their social media networks. (Source: Search Engine Watch)

• 41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility. (Source: Demi & Cooper Advertising and DC Interactive Group)

• Parents are more likely to seek medical answers online, 22% use Facebook and 20% use YouTube. Of non-parents, 14% use Facebook and 12% use YouTube to search for health care related topics. (Source: Mashable)

• 40% of people polled said information found on social media affects how they coped with a chronic condition, their view of diet and exercise, and their selection of a physician. (Source: HealthCare Finance News)

Patients on Social mediaA study reviewed ways that social media are being used for clinical care and the potential implications that this has on ethics, professionalism, and society.

As with all innovations and technological leaps forward, it is time to be mindful and reflective of our professional commitments while discovering better ways to engage and care for our patients.

Katherine C. Chretien, and Terry Kind Circulation. 2013;127:1413-1421Copyright © American Heart Association, Inc. All rights reserved.

Wearables & Connected devices Who are the most important stakeholdersPayers in the US and physicians in EU5 are identified as the most important stakeholder

In total more than 90% of physicians are at least moderately aware of wearables in healthcare

39% of Millennials own a wearable device

55% of owners wear device everyday

78% of owners are willing to share data with their HCP

Wearables today and limitationsWearable technologies need to move beyond simple data monitoring and instead directly address causative behavioral issues that focus on consumers' real needs.

Consumers abandon their wearable devices because of poor user experience:

1. They are not durable

2. The battery life is too short

3. The feedback is not actionable

4. They make users feel lazy

Predictive analytics and gamification have the potential to drive user engagement and lead the wearable market in the future.

Technological innovation is clustered around solutions that can test EEG, stress, eye-movement and other emotion indicators.

What’s Next for Wearables?

Companies designing wearables have to go beyond the product to build an ecosystem solution for consumers that will

1. Foster accountability through rewards

2. Deliver evidence-based insights

3. Structured patterns or models to follow

4. Include curated rewards

To build the future wearable start with the users

By identifying both what consumers are interested in and where technological opportunities are will lead to wearable products that will emotionally connect with the user and lead to sustained user engagement.

Technology trends

Big Data• Big Data refers to data that, because

of its size, speed, or format (that is, its volume, velocity, or variety) cannot be easily stored, manipulated or analyzed with traditional methods, like spreadsheets, relational databases, or common statistical software. It won't fit into the rows and columns of an Excel spreadsheet. It can't be analyzed with conventional multiple regression, and it probably won't fit on your normal computer's hard drive anyhow.

• Big Data to several fields like data science, statistics and programming, and a variety of people and skills.

• It has been used in fields such as marketing and scientific research and influences customer services, like recommendation engines

• It certainly raises ethical issues

• Lack of reliable data could generate huge gaps

Big Data: ORACLE’s algorithm

ORACLE ENTERPRISE ARCHITECTURE WHITE PAPER IMPROVING PHARACEUTICAL AND LIFE SCIENCES PERFORMANCE WITH BIG DATA

Big Data: ORACLE’s algorithm

ORACLE ENTERPRISE ARCHITECTURE WHITE PAPER IMPROVING PHARACEUTICAL AND LIFE SCIENCES PERFORMANCE WITH BIG DATA

The pharmaceutical industry needs to embrace the digital era• Develop strategies that embrace this digital revolution; beyond the mere development of digital add-ons to their current strategies

• Recognize that technology in itself is not the strategy, it is a facilitator, and its implementation is dependent on human factors

• Understand that the scope of the changes required drives the need for significant organizational transformation, with all that this implies internally

• Focus on talent and rapidly build digital skills within the organisation such that they become the norm

• Learn how to scale successes

• This process is a 3 - 7 years journey

• The landscape will evolve significantly during the process

• Place emphasis on the customer (providers and payers) and customer’s customer (patient)

• Incorporate cross-functional working and elimination of silos as key drivers

• Involve IT and regulatory/compliance colleagues from the start

• Learn from other heavy regulated industries such as financial services

• Collaborate with external partners to feed into this process: regulatory authorities, digital agencies, patient advocates and hi-tech disruptors

• Ensure digital initiatives are appropriate for the healthcare sector in style and content and refrain from “re-inventing the wheel” when prior solutions already exist

Three internal barriers to digital transformation

• Functional silos compete for scarce resources – cross-functional teams with clear separation between disciplines and brand teams. Siloed teams compete for funding and resources in a company, especially in shared services groups like marketing and IT

• Functional silos and limited interoperability between systems limit the flow and utility of data and our ability to uncover insights

• Continuing to focus on products not outcomes. As a consequence of digital, customers can be segmented by their behaviours (which will evolve over time) and we are able to drill down in our segmentation way beyond traditional demographic groupings.

Other challenges

• Healthcare pricing, delivery, and quality of care are top concerns with consumers due to the changing tide of healthcare reform.

• Healthcare consumers expect more and no longer want to be bothered with self-serving promotional messages that invade their space.

Taking the time to segment generational preferences will be the foundation of a solid 2017 digital marketing

strategy that ensures a personalized message delivered in the right channel at the right time will hit the mark for

obtaining brand recognition and loyal patients.

References1. Customer Experience and Beyond: Why Digital Changes Everything - Key steps and potential hurdles

on the path to digital transformation - Eyeforpharma report 2016

2. Connected Patient Report:Insights into patient preferences on telemedicine, wearables and post-discharge care - Salesforce research report 2016

3. Patient engagement strategies in a digital environment - Deloitte Review Issue 18 2016

4. European patient report - People Who - 2015

5. The Future of Wearable Technology - Signals analytics 2016

6. The road to digital success in pharma by David Champagne, Amy Hung, and Olivier Leclerc (McKinsey.com)

7. Physician Perspectives on Wearable Health Technology - IMS Health Firstword report - August 2016

8. The seven marketing trends for 2016 - Percolate

9. Pew Research, blog.mktgessentials.com 2015

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