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Digital Marketing
A Healthcare Industry introduction
September 2016
Presented by Murad Q
Confused?
What is Digital Marketing?
1
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
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
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
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
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
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
Business TechnologyMarketing
Brand
Shared responsibilities
Website
Smart
Applications
E-
Commerce
CRM
Social
Media
Digital
Advertising
The digital marketing ecosystem is shared
across two business functions
8
Initial Presence
A branded presence on the digital web including social
Beginner
Digital always starts with the website
9
Initial Presence
Managed
Dedicating assets to managing
the presences. (e.g. tools
people, and agencies)
Beginner
Managed
Evolving into a dedicated capacity
10
Initial Presence
Managed
Defined
Intermediate
Managed
Defined
A 360 approach to include
all digital touch points in
planning with their own
tailored approach fitting
the touch point.
Defining interactions, procedures and
planning
11
Initial Presence
Managed
Defined
Quantified
Intermediate
Managed
Defined
Quantified
Implementing
measurement for
business excellence
Implementing measurement and ROI
12
Initial Presence
Managed
Defined
Quantified
Optimizing
Advanced
Utilizing hard and soft
insights from audience
to optimize business
offering
Optimizing for strategy and ROI
13
Digital
Trends &
Insights
An overview into
digital trends in
healthcare
14
Digital
Marketing
Trends from: Accenture ‘Digital Health Tech Vision 2016’ &
Smart Insights 2016 digital marketing report
What is digital for healthcare?
15
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
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
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
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
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
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
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
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
Digital
Trust
Liquid
Workforce
Platform
Economy
Intelligent
Automation
Predictable
Disruption
Content
Marketing
Big Data
Wearable
technology
Trends from: Accenture ‘Digital Health Tech Vision 2016’ &
Smart Insights 2016 digital marketing report
Digital Trends – Digital Marketing
24

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An introduction to Digital Marketing for the Healthcare Industry

  • 1. Digital Marketing A Healthcare Industry introduction September 2016 Presented by Murad Q
  • 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
  • 10. Initial Presence A branded presence on the digital web including social Beginner Digital always starts with the website 9
  • 11. Initial Presence Managed Dedicating assets to managing the presences. (e.g. tools people, and agencies) Beginner Managed Evolving into a dedicated capacity 10
  • 12. Initial Presence Managed Defined Intermediate Managed Defined A 360 approach to include all digital touch points in planning with their own tailored approach fitting the touch point. Defining interactions, procedures and planning 11
  • 14. Initial Presence Managed Defined Quantified Optimizing Advanced Utilizing hard and soft insights from audience to optimize business offering Optimizing for strategy and ROI 13
  • 15. Digital Trends & Insights An overview into digital trends in healthcare 14
  • 16. Digital Marketing Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Smart Insights 2016 digital marketing report What is digital for healthcare? 15
  • 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
  • 25. Digital Marketing Digital Trust Liquid Workforce Platform Economy Intelligent Automation Predictable Disruption Content Marketing Big Data Wearable technology Trends from: Accenture ‘Digital Health Tech Vision 2016’ & Smart Insights 2016 digital marketing report Digital Trends – Digital Marketing 24

Notes de l'éditeur

  1. Digital marketing might be a daunting discipline for the uninitiated
  2. 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
  3. 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
  4. 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
  5. 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
  6. 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
  7. 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
  8. Its important to know that while digital marketing is an evolving field its responsibilities are shared with dedicated technology departments of hospitals.
  9. 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
  10. 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
  11. 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.
  12. 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.
  13. 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.
  14. 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
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