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What’s next in healthcare digital marketing?

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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.

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  • interesting can you pls share the presentation at subu99@gmail.com
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What’s next in healthcare digital marketing?

  1. 1. What’s next in healthcare! digital marketing? White Rhino, 2014 Greystone Healthcare Internet Conference
  2. 2. Healthcare marketing is changing
  3. 3. Because the average person IGNORES ! 5,000+ ads per day Source: CBS “Cutting Through Advertising Clutter September 17, 2006
  4. 4. But audiences pay attention ! when marketers get personal !
  5. 5. SO MAKE AN EMOTIONAL CONNECTION a Heart-Mind Connection! ! (Because who better to make a personal connection than a healthcare marketer?)
  6. 6. Following this approach means you! won’t always have to use the same tools
  7. 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. 8. Because the next evolution of healthcare marketing is heading in a new direction
  9. 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. 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. 11. By being there all the time vs. ! being there only when people are sick
  12. 12. Healthcare marketers! will have built a lifetime relationship
  13. 13. And that’s what we call
  14. 14. Advertising
  15. 15. Advertising! without the ads
  16. 16. But how?
  17. 17. To delight audiences with ! unexpected experiences
  18. 18. And build long-term loyalty! into our marketing programs
  19. 19. We must weave digital marketing programs into ! the operational fabric of our healthcare organizations
  20. 20. Lucky for us, there’s a few ! brands we can learn from
  21. 21. For example
  22. 22. What if scheduling a doctor’s appointment was as easy as booking a table for two?
  23. 23. It might look something like this
  24. 24. Or
  25. 25. What if getting health advice was as easy and secure as chatting with a close friend?
  26. 26. It might look like this
  27. 27. And what if hospitals used hyper-targeted and personalized geo-fencing approaches to send special push notification messages?
  28. 28. Arriving at the hospital parking! lot might look like this
  29. 29. ! Hi, Shawn. Welcome to ! Massachusetts General Hospital. ! Your appointment is at 3:00 pm ! in the Yawkey Building, 3rd floor suite 302.!
  30. 30. What if finding your way through a hospital was as easy as this
  31. 31. That might look like this
  32. 32. And, what about this?
  33. 33. No one ever said “Wow, my lab results are easy to read.”
  34. 34. 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%
  35. 35. The lab result re-imagined 250 Heart Attack Risk 65%
  36. 36. The lab result re-imagined
  37. 37. The lab result re-imagined 250 Heart Attack Risk 65%
  38. 38. The lab result re-imagined 235 Heart Attack Risk 46%
  39. 39. The lab result re-imagined 195 Heart Attack Risk 28%
  40. 40. The lab result re-imagined 175 Heart Attack Risk 12%
  41. 41. An app like that might be just what the doctor ordered to motivate patients into action
  42. 42. After all, instead of a filing cabinet of health data, patients are much more interested in what their data can do for them.
  43. 43. And finally, this new way of thinking
  44. 44. Can even position healthcare marketers as! new revenue stream creators
  45. 45. A private nutrition expert in your pocket for $15/week
  46. 46. So the next time a physician asks ! you to help grow her practice…
  47. 47. Instead of this
  48. 48. linkedin mobile facebook landing pages adwords apps blogs content email instagram ebooks flickr infographic microsites SEM social media websites responsive SEO tumblr twitter whitepapers
  49. 49. Build relationships like this
  50. 50. 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.
  51. 51. And like this
  52. 52. 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)
  53. 53. And that’s advertising! without the ads.
  54. 54. 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.
  55. 55. 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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