creating the perfect healthcare digital marketing campaign

Creating the Perfect Healthcare Digital Marketing CampaignP R E S E N T E D B Y /

Mandy King, Digital Communication StrategistPyxl Knoxville

CREATING THE PERFECT HEALTHCARE DIGITAL MARKETING CAMPAIGN SEPTEMBER 2015

2Agenda

» State of the Industry

» Market Trends

» Why Digital?

» Marketing Check-Up

» Elements of a Perfect Digital Marketing Campaign

» Example Campaign


3State of the Industry

» US Population is over 321 million

» Total US health expenditures » $2.8 trillion in 2013

» $4.8 trillion by 2021* (Expected)

» Digital health funding reached $4.1 billion in 2014*

*Rock Health


4Market Trends

» Historically a traditional space

» Digital’s making inroads » EHR – 78% of physicians use any type of EHR*

» Mobile Device In-Office – 43% of physicians use mobile health technology for clinical purposes**

» Digital appointment reminders

» Wearable tech

» Remote patient monitoring devices

*HealthIT.gov **Rock Health


5Where’s the Market Headed?

» Patients expect digital » Nearly 61% of patients said digital health services are important in physician selection

» 40% of patients ages 25-34 want their physician to offer online scheduling, while 32.8% want to view test results and diagnoses online

» Many organizations are lagging behind » Less than 33% of patients said physicians offer digital services*

*Becker’s Hostpital Review


6Why Digital?

» Some organizations have already made the move

» Competition – patients will find an organization or practice that IS digital

» Improve patient engagement, experience and satisfaction

» In turn, improve health outcomes

» 73% of physicians belive that it will improve quality of care provided in the long-term*


7Your Patients Are Online

» They’re digitally connected throughout the day, on many different devices

» They’re searching for information » 88% of people looking for health information start with a search engine*

» Websites like WebMD see an average of 191 million unique users per month**

» But, are they finding the right information?

*Google **WebMD


8Your Patients Are Online

» They’re using multiple devices » 247 million people have downloaded a healthcare app for their personal use*

» 52% of smartphone owners have used their phone to look up health or medical information**

*Alega Health **Pew Research


9The Bottom Line

The digital revolution is here, and healthcare needs to jump on the bandwagon.


10Marketing Check-Up

» Has your organization adopted digital marketing yet?

» Do you have a strategy and goals in place?

» Think about your digital presence – What does it include and what is it lacking?

» How are you reaching your target audience?


11Elements of the Perfect Digital Marketing Program

» Strategy, goals, and KPIs

» Clearly defined, detailed audience personas

» Responsive website

» Search engine optimized website content

» Premium Content

» Consistently updated blog

» Personalized, segmented email marketing

» Social media presence & consistent updates

» Regular analysis of metrics and performance


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» Set goals – Do you want X amount of new patients this year? $X revenue from new pharmaceutical drugs you’re introducing?

» Strategize activities to meet those goals

Start with a Strategy


13Define Your Personas

» Who is your target audience?

» What are they looking for?

» What questions do they have?

» What are their pain points?

» How can your organization reach and help them?

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14Website

» Welcoming and representative of your institution

» Responsive – accessible and easily viewed from any device

» Modern design

» Intuitive navigation and organization – don’t make people dig for information


15Website

A good first impression.


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18Website

A not-so-good first impression.


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23Website Content

» Optimize your website content for search

» Remember, the majority of people looking for health information start at a search engine

» Feature physician bios – allow patients to put a face to a name

» Consider video

» Incorporate welcoming imagery


24Premium Content

» Help establish your organization as a thought leader and build trust with your target audience

» Fact sheets, checklists, videos, etc.


25Blog

» Further contribute to SEO efforts

» Address your target audience

» Answer common questions

“ ““ “


26Email Marketing

» Personalized

» Targeted

» Keep your organization top of mind

» Provide the right content at the right time

» Doesn’t stop with potential patients/customers – delight current patients/customers, too

» 93% of patients are likely to select a physician who offers communication via email*

*Becker’s Hospital Review


27Social Media

» Join the networks that make the most sense for your organization

» Post consistently

» Respond


28Social Media

» Get ready for reviews

» Get found! » Over 40% of consumers say that information found via social media affects the way they deal with their health*

» 90% of respondents ages 18-24 said they would trust information shared by others on their social media networks**

*Mediabistro **Search Engine Watch


29Metrics & Performance

» What’s working? What isn’t?

» Consistent reporting

» Refine your tactics

*Mediabistro **Search Engine Watch


30Example Campaign – Healthy Heart Awareness

» Let’s say you’re going to run a “healthy heart awareness” campaign throughout the month of February

» The goal of your campaign is to generate impressions, educate your audience and encourage people to sign up for risk assessments

HH


31Healthy Heart Awareness

» Website » Dedicate a portion of your website to the campaign, set up Call to Actions (CTAs) that lead to premium content visitors can download and to schedule a risk assessment

» Premium Content » Checklist – “A Heart-Healthy Diet Plan”

» Fact Sheet – “Healthy Heart Awareness”

HH

3 EASY STEPS



» Email Marketing » Test different subject lines to encourage email opens and clicks

» Send an email on the first day of February that introduces Healthy heart Month and promotes your campaign

» Send periodic emails throughout the month

» If you already send a weekly/bi-weekly blog digest, make sure you add the blog posts related to the campaign

» Promote downloads of your premium content – checklist, fact sheet, etc.

» Inform readers about the importance of heart health

» Provide the option to schedule a risk assessment

HH



» Social Media » Create images to use in your posts promoting the campaign – ensure correct image sizes

» Create an editorial calendar of campaign posts for each platform for the month of February – ensure they fit in with your normal posting schedule

» Use social to promote your blog posts, premium content pieces and the ability to schedule a risk assessment

HH

HEALTHY HEART AWARENESS

CHECK OUT OUR BLOG

ARE YOU READY?


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» Tie it all together!

» Marketing automation tool (Hubspot, etc.)

» Reporting and analytics

Healthy Heart Awareness


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““Questions?


36Thank You

Thank You!Mandy King, Digital Communication Strategist

email | [email protected]

Want to learn more about the future of healthcare and digital marketing? Download our white paper, Next Generation Healthcare Marketing.

pyxl.it/nextgenhealthcare

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