Online Communication Plan

PRESENTATION FOR MANAGEMENT TEAM

18 de octubre de 2010

PATIENTS TURN TO ONLINE CONSULTATION ON THE WEBSITE

According to INE (2010), a 80% of Internet Users look for health information on search engines

THAT’S WHY BEST HOSPITALS HAVE ALREADY PROVIDE CONSULTATION AND TREATMENT ON THE WEB

Mayo Clinic is a model of good practice for MK and Online Communication in the hospital sector

WE ALREADY CONSIDER INTERNET AS STRATEGIC

USP Hospitales is committed to lead the online market of the hospital sector in Spain

BUT WE MUST SOLVE ONLINE REPUTATION DISADVANTAGE

USP Hospitales is not positioning with an advantage in any environment, community or valoration on

Internet.

IF WE WANT TO GAIN BUSINESS THROUGH THE NETWORK

USP Hospitales needs to promote an increasing interaction with their prospective clients on Internet.

LET’S PUT INTO PRACTICE THIS ONLINE COMMUNICATION PLAN

LET US DEFINE OUR POSITIONING STRATEGY 1º

Let’s bet on associating the brand USP Hospitales with the healthcare quality value as a priority.

Business Efficiency Medical Innovation Healthcare Quality Social Responsibility Professional Development Indefinite

DEFINAMOS NUESTRO POSICIONAMIENTO EN LA RED

Concentrate ourselves in interacting with users (especially), journalists and health professionals

LET US DEFINE OUR POSITIONING STRATEGY 1º

users citizens employee journalist corporate profesional

DEFINAMOS NUESTRO POSICIONAMIENTO EN LA RED

Concentrémonos en interactuar con nuestros usuarios (sobre todo), periodistas y profesionales del sector

DEFINAMOS NUESTRA ESTRATEGIA DE POSICIONAMIENTO1º

Develop ourselves three strategic lines of action: public, contents and measurable objectives

LET US DEFINE OUR POSITIONING STRATEGY 1º

Just like that, we will successfully boost visibility and polarity of USP Hospitales on Internet

LET US DEFINE OUR POSITIONING STRATEGY 1º

LET US DEFINE OUR POSITIONING STRATEGY 1º

PROXIMITY(human and espatial)

DOCTORSInteraction Protagonists

HOSPITALSAxis of the browsing/

Navigation

ADVICEMultimedia Contents

LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS2º

¿HOSPITALES?, ¿MÉDICOS?

¿CONSULTAS?

LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS2º

Present ourselves the key terms of search as main sections of the web navigation tree

LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS2º

Medical Blogs on theWeb to generate health care contacts with existing clients and prospective

customers

LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS2º

LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS2º

Press Room with press Releases 2.0 to spread on online media and, also, on blogs and social networks.

LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS2º

Control of online channels in all Networks under the guidance of strategic lines of action

LET’S ORGANIZE OUR PROCESS OF ONLINE MK3º

Distribution of tasks and responsibilities to the updating of the new assets and online channels

Management Process of the interactions and online contents of USP Hospitales

LET’S ORGANIZE OUR PROCESS OF ONLINE MK3º

1) PILAR VILLARINO; 2) DOLORS MARCO; 3 y 4) MÓNICA COSTA

Alerting Protocol to minimize threats of reputation in the Online Communication

ORGANICEMOS NUESTROS PROCESOS DE MK ONLINE3º

TO GAIN BUSINESS THROUGH INTERNET

USP Hospitales needs to start up this Online Communication Plan