I work with a great deal of small to medium sized clinics with no dedicated marketing, sales, or communications professionals, who are always looking for ways to improve their businesses discoverability.
This is their introduction to the digital marketing world and a good place to explain the basic general areas of digital interests.
3. 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
2
4. Brand
Digital
Advertis
ing
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
All trends, examples and references of the healthcare industry are sourced
from the U.S.News survey of the U.S Healthcare industry 2015
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
3
5. 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
All trends, examples and references of the healthcare industry are sourced
from the U.S.News survey of the U.S Healthcare industry 2015
A Presence in social media
4
6. 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
All trends, examples and references of the healthcare industry are sourced
from the U.S.News survey of the U.S Healthcare industry 2015
Structured customer relationship
management system & procedures
5
7. 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
All trends, examples and references of the healthcare industry are sourced
from the U.S.News survey of the U.S Healthcare industry 2015
E-Commerce elements to enhance business
value
6
8. All 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
Applicat
ions
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
7
17. 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
16
18. Intelligent
Automation
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
Trends from: Accenture ‘Digital Health Tech Vision 2016’ &
Digital Trends – Digital Health
17
19. Intelligent
Automation
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
Trends from: Accenture ‘Digital Health Tech Vision 2016’ &
Digital Trends – Digital Health
18
20. Intelligent
Automation
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
Predictable
Disruption
Digital
Trust
Trends from: Accenture ‘Digital Health Tech Vision 2016’ &
Digital Trends – Digital Health
19
21. Intelligent
Automation
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 millionin annual
revenue per hospital
Liquid
Workforce
Predictable
Disruption
Digital
Trust
Platform
Economy
Trends from: Accenture ‘Digital Health Tech Vision 2016’ &
Digital Trends – Digital Health
20
22. 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
21
23. Digital
Marketing
Content
Marketing
Big Data
Big 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
Smart Insights 2016 digital marketing report
Digital Trends – Digital Marketing
22
24. 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
Smart Insights 2016 digital marketing report
Digital Trends – Digital Marketing
23
Digital marketing might be a daunting discipline for the uninitiated
But essentially its made up of some basic parts:
It all starts with the brand and its website
Websites are the centre of the whole digital experience for hospitals
Great hospital websites focus on easy to navigate pages and meaningful content that is presented in an easy to absorbed format
Great websites also make it very easy for their audiences to communicate with the people who deliver their services
Digital advertising is a growing speciality within the discipline that allows hospitals to broadcast to their audience
In the healthcare and particular hospital industry advertising is broadly used to build brand affinity and associate preference with service delivery
The growing trend is to advertise with rich native content that is in-itself valuable to the patient and audiences of the hospital
Other trends involve location specific advertising by hospitals for generalised seasonal services like flue vaccinations directed at working men and women in transit hubs like airports
Social media is a growing part of digital and spills over into all elements of the digital marketing mix.
Great examples of hospital implementations will be discussed in detail in the following slides but almost every element of digital marketing will involve a social conversational element to it
Good accurate rich content is the trend with all hospital providers; keeping their audiences engaged with their brand in a value driven way
Customer relationship management practice and systems are critical operational components to digital marketing because they re the least obstructive means to see the audiences interaction with the brand as a consumer journey.
- The trend in hospitals is fully integrated social CRM’s with patient information that facilitate quick response with relevant patient information. The evolutions to this trend focus more on information security, confidentiality and accuracy
A growing number of hospitals implement e-commerce components traditionally found in other service industries to their offering, allowing patients to learn, ask questions about and buy what they need at the swipe of a finger.
- Integrating booking systems with automatic prescription systems is the most visible form of hospitals implementation of this
Smart applications like social media interconnect with other elements of the mix allowing patients and the brand audience at large to interact with the hospital in new and exciting ways.
- Examples and trends fall within the realm of Digital Health and are talked about in more detail in following slides, but generally are a value delivery mechanism from hospitals to their patients
Its important to know that while digital marketing is an evolving field its responsibilities are shared with dedicated technology departments of hospitals.
So knowing what you know now about the digital marketing mix we can explain the stages we would need to traverse to deliver the best marketing to our audiences
- In a beginners stage we always start with our presences. Setting them up, and fitting their tone of voice and brand stylings to our guidelines
Once the setup is complete the day to day management of task begins requiring dedicated resources and more robust planning to allow procedures to take form
As the team and their tools are in place with a plan the definition of desired outcomes becomes a priority.
Implementing strategy is now needed.
This process encompass a 360 strategic approach to all touchpoints our audience experience the brand on, so cover not just digital.
As the digital marketing functions become more strategically defined, direct performance measurement can be implemented to facilitate decision making with results being a clear quantifiable outcome in the process.
At the most advanced stages the digital marketing component is thoroughly integrated with the core elements of the business strategy and insights begin to shape what and how the business operates.
No healthcare providers aside from the National Health Service UK are known to utilise big data analytics to shape procedures and patient experience.
So what are the trends in digital for the healthcare industry?
There are two intersecting topics, Digital Health and Digital Marketing
Digital Health is an all encompassing holistic approach that utilises digital in all facets of healthcare
While digital marketing is the most conventional marketing activities, components and methodologies