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What Moves The Needle For Healthcare Marketers
- 1. Be Authentic. Presented by: Adam Hajnos / Art Director Brian Batchelor / Creative Director Healthcare Marketing TRIANGLE MARKETING CLUB
- 2. Be Authentic. Brandon Ives managing partner #BrandStrategist #Entrepreneur #OnlineMarketer #DigitalHealth #Dad #Christian #Musician “Be great by helping others become great.”
- 3. Be Authentic. ADD GRAPHIC Storm of Complexity
- 4. Be Authentic. Storm of Complexity
- 5. Be Authentic. Presented by: Adam Hajnos / Art Director Brian Batchelor / Creative Director Healthcare Starts And Ends With The Patient.
- 6. Be Authentic. Rising Costs Americans will spend over $30 trillion on healthcare. Cost to do business continues to rise. Patient Consumerization 85% of Americans believe they now have more control of their healthcare; WebMD, Social Media, Cost Transparency Evolving Technology Exciting new advancements are great for patients, overwhelming for doctors, and costly for everyone. Opposing Transactional Model The current fee-for-service model is conflicting with the growing patient-centered, population wellness model. Glacial Factors Affecting Healthcare
- 7. Be Authentic. Consolidation Physician practices, hospitals, pharma companies, and insurance companies alike are merging for market position. *Branding * PR Consumerization “PATIENT POWER”. Patients continue to feel more empowered; not blindly following their doctor’s orders. *Digital Marketing Data-Driven Organizing and Interpreting Data Analytics Will Drive Healthcare Decisions *Analytics * Metrics * Development Regulations From patient engagement and privacy, to ObamaCare there are many hurdles to jump for marketers. *Marketing Strategy Trends
- 8. Be Authentic. Opportunities • Branding & Market Strategy – mergers/acquisitions • Community Outreach & Public Relations– storytelling /population health • Patient Retention – nurture campaigns / system leakage Health Systems & ACO’s Challenges • Mergers & acquisitions for group purchasing power & market positioning • New standards in population healthmeans systems are needing to reach masses • System Leakage – patients may be leaving the all-inclusive care reach of the health system to receive care from outside providers or practices.
- 9. Be Authentic. Successful Campaign Banner Health Patient Engagement Campaign • Series of Educational Content • Easy Consumption • Social Media Driven • Infographic Heavy
- 10. Be Authentic. Opportunities • Patient Acquisition & Retention • Physician Referrals • Digital Marketing Physician Practices Challenges • Expanded services (existing patients) & Reaching new patients • Lack of understanding • Lack of time & resources
- 11. Be Authentic. Successful Marketing Unified Women’s Health Online Reputation & Branding • Website & Optimization • Physician Profile Building • Monitoring Patient Feedback • Patient Surveys • Reputation Improvement
- 12. Be Authentic. Opportunities • Branding – clinical studies & go to market • Media Planning & Buying (online & offline) • Web & App Development (creative ways to target) Pharma / Clinical Research Challenges • Squeezed Budgets • Locating & managing quality clinical trial sites • Identifying & attracting patients with conditions for trials
- 13. Be Authentic. Insurance Providers Healthcare Support Services (Technology + Professional Services) Medical Device Companies Government / Academic / Non-profit Technology Startups Other Opportunities
- 15. Be Authentic. Our Problem Solving Process
- 16. Be Authentic. How We Execute
- 17. Activity Time!
- 18. Be Authentic. Activity: Hack A Problem Patient Communications: Break in to groups by number 1) Patients 2) Providers 3) Pharma 3) Payors/Insurance *Come up with an important problem for your group & quickly hack a possible solution in 15 minutes.
- 19. Be Authentic. Presented by: Adam Hajnos / Art Director Brian Batchelor / Creative Director THANK YOU BRASCOMARKETING.COM PRACTIMAGE.COM
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- Rising costs - $30 trillion...that number is mind boggling…once you get in to the trillions of dollars most of us are just like uh yeah that’s a lot of money. But we don’t really comprehend it. GAME – True or False… $30 Trillion is more than the United States debt (TRUE). When you look at per capita spend in healthcare – who pays the most for healthcare (US). We pay twice as much as the UK. We pay And costs are rising…due to costly technology, insurance, pharma, everyone is plays a part. Its not just a the doctors making all the money….believe it or not
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- Be Authentic…don’t fake it. . Don’t try to be perfect b/c perfect is stiff and boring.
- Be Authentic…don’t fake it. . Don’t try to be perfect b/c perfect is stiff and boring.