Webinar: Build Your Referrals: Attract and Empower Consumers With an Integrated Media Approach

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


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


About EMG & Core Competencies• Full-service digital marketing and communications agency• Headquartered in Los Angeles, CA• Established in 1999• Clients Diversity Includes:


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


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


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


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


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


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?


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


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



1. The shifting role of healthcare organizations2. Making the best impression directly and indirectly3. Leveraging cost-effective tactics

Graphic by Brian Solis (Jess3)



1. The shifting role of healthcare organizations2. Making the right impression directly and indirectly3. Leveraging cost-effective tactics


Approaching Integrated Media


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


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


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


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.


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


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


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.


Digital Marketing Strategy Snapshot


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


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


Timeline

Stuart Mease – Virginia Tech, 2011

Select Service

Define Consumer

Filter for Engagement

Measure & Assess


Mixing Paid and Earned Media


Integrated Media In Action


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


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%


Initial Time Allocation



Print advertising

Outdoor Boards

Other traditional media:Direct MailRadio

Initially 62% of budget



Integration of Digital Media

Confirmation Emails

Facebook



Search Engine Marketing



Search Engine Optimization

Online Registration



General Awareness

Adv.48%

SEM/SEO13%Events

3%

Educational Sem-inars25%


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%


Engagement Refined Time Allocation


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)


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:

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Thank You For Your Time!

Camille StricklandHealthcare Client Services Director

[email protected]

mailto:[email protected]

Health & Medicine

Webinar: Build Your Referrals: Attract and Empower Consumers With an Integrated Media Approach