It's time to think beyond hospital digital marketing table stakes and embrace a new generation of provider digital marketing. It’s “advertising without the ads” and works best when weaved into the organization’s operational fabric. A recent presentation at the Greystone Healthcare Internet Conference shares how creating valuable digital services can build engaging, life-long patient relationships that improve hospital service, raise satisfaction and build a better care experience.
7. linkedin
mobile
facebook
landing pages
adwords
apps
blogs
content
email
instagram
ebooks
flickr
infographic
microsites
SEM
social media
websites
responsive
SEO
tumblr
twitter
whitepapers
8. Because the next evolution of healthcare
marketing is heading in a new direction
9. “As patients behave more like consumers,
healthcare organizations need to deliver a
higher level of personalized service,
satisfaction and overall experience – !
or risk losing business to the competition.”
10. SUCCESSFUL HEALTHCARE MARKETERS WILL USE VALUABLE
CONTENT TO EXTEND THE PATIENT EXPERIENCE CONTINUUM
Typical Hospital View
Consumer View
Extend the Patient Experience before Research & Preparation and after Follow-Up with Valuable Content
11. By being there all the time vs. !
being there only when people are sick
38. No one ever said
“Wow, my lab results
are easy to read.”
39. The lab result re-imagined
Our White Rhino designers had a little fun re-imagining a healthcare
future where experiences are fun, entertaining and near-addictive!
Imagine a lab result that was educational, interactive and linked to
hospital services. Wouldn’t people actually look forward to logging
into their hospital patient portals to play a greater role in modifying
and improving their results year over year? I know I would.
250
Heart Attack Risk 65%
53. linkedin
mobile
facebook
landing pages
adwords
apps
blogs
content
email
instagram
ebooks
flickr
infographic
microsites
SEM
social media
websites
responsive
SEO
tumblr
twitter
whitepapers
55. Change patient behaviors to keep them!
healthy and out of the hospital
Simple, invisible “companion apps” as the marketing program
Aqua now
Less than 50 percent of your daily
intake has been consumed.
57. Four examples of companion Apple Watch apps as
“hospital department marketing programs”
28:03!
Imagine submitting your health data before
even arriving at your doctor’s office using:
• Pollen: Detects the time of year, your location and syncs
with your Apple HealthKit profile to display relevant pollen
count stats (Allergy and Immunology Department)!
• Proximity: Helps patients suffering from depression avoid
locations that trigger a negative memory like “Work” or
“Jennifer’s house” (Psychiatry Department)!
• Monitor: Heart surgery patients get notifications of
increased heart rate and blood pressure to help manage
their recovery (Cardiology Department)!
• Sun: Monitors your 30 minutes of daily sun intake to
maintain optimal year-round vitamin D levels (Dermatology
Department)
59. SO WHAT’S NEXT IN HEALTHCARE MARKETING?
Fun, entertaining and near-addictive !
experiences, that lead to greater brand !
loyalty, increased consumption of !
services and higher patient volume.
60. Share your experiences and
contact White Rhino to learn more
#digitalhospital #hcmktg
Shawn Gross
Chief Digital Strategist!
Healthcare Practice Lead
shawn@whiterhino.com
@shawngross!
whiterhino.com !
!
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