Things have changed - Digital Health Marketing today
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A presentation from UP THERE EVERYWHERE at Digital Health Days Stockholm 24 September 2015 on how the world of marketing for health care has changed and how to evolve through inbound marketing.
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Things have changed - Digital Health Marketing today
- 1. u p t h e r e e v e r y w h e r e . c o m Things have changed Has your marketing? Digital Health Days 2015 24th September
- 2. We’re UP. We’re High Involvement. And we are pleased to meet you!
- 3. Robert England, PhD Lead, UP for LIFE Robert is a scientist who has worked in global branding, marketing and communications for over 25 years. He lives in Sweden. ROBERT
- 4. Elizabeth Nelson Researcher Elizabeth has worked in behaviourial research for over 10 years. She is currently doing a PhD on the psychological effects of using wearable technologies. She lives in Holland. ELIZABETH
- 5. David Holzer Writer A writer for many years, David has worked on digital projects for organisations ranging from global household names to niche non- profits. He believes all great communication tells the truth. David divides his time between Mallorca and Hungary. DAVID
- 6. Marie-Hélène Dibenedetto Social Media Strategist Marie-Hélène has 15 years of experience in marketing and corporate communications. She specializes in social media and digital marketing. She lives in Belgium, but her home is where there's wifi. MARIE-HÉLÈNE
- 8. Robert England Lead, UP for LIFE How Digital disrupted Marketing
- 10. Power has shifted Digital + Internet
- 11. THE ANALOG WORLD The seller The buyer Brochures Application notes Customer visits Pricing
- 12. DIGITAL WORLD 1.0 The sellerThe buyer
- 13. DIGITAL WORLD 2.0 The seller The buyer
- 14. DIGITAL WORLD 3.0 The sellerThe buyer
- 15. DIGITAL WORLD 3.0 The sellerThe buyer Content (or Inbound) Marketing
- 16. Cold Calling & Mass E-Mail? Or Google Search & Social Media?
- 17. QUESTION: How will you find new customers?
- 18. You don’t. They will find you.
- 19. Outbound marketing Exhibitions Tele sales Direct mail E-mail blasts Printed material $ OUTBOUND MARKETING The buyer The seller
- 20. Film u p t h e r e e v e r y w h e r e . c o m
- 21. Leverage from the power of digital & social media Content & Inbound marketing Blogs News Content INBOUND MARKETING
- 22. Inbound marketing The customers you want find you Measurable Targeted Effective Software to automate, co-ordinate and measure Valuable Content Valuable Content Valuable Content Valuable Content Subtle Quality Quantity Valuable Content Valuable Content INBOUND MARKETING The buyer The seller
- 23. no idea - who is visiting your website - what they are doing there - if the marketing materials do the right job ‘I have no idea what I’m doing – but I am busy’ BUSY DOING NOTHING
- 24. Inbound is like a relationship
- 25. People are central to your inbound marketing strategy WHO ARE YOU COMMUNICATING WITH?
- 26. Andreas Endrédi Healthcare consultant Today, he is a healthcare management consultant at KPMG. Previously Head of Management Systems at Uppsala County Council.
- 27. Follow the patient Challenges in the Swedish healthcare system Andreas Endrédi
- 28. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Swedish healthcare consumes about 9% of GDP Healthcare in Sweden costs about SEK 200 billion/year Although Sweden has top class healthcare, there is great potential for improvement
- 29. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. A challenge for the Swedish healthcare system In the Skåne region, patient injuries cost nearly SEK 650 million/year Use the time of key personnel like nurses better
- 30. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. We don’t have the right information Information overload Information gaps
- 31. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Identified quality problems were escalated to the hospital director. But was this the right decision? An example: hip fracture surgery
- 32. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Patient group Accessibility (waiting time) Patient’s experience Functional outcome Medical outcome Cost Patient group A Patient group B Patient group C Patient group D Patient group E Patient group F Patient group G Patient group H Hip Fracture Patient group J Patient group K We need information on the quality of care for each patient group
- 33. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Patient group Accessibility (waiting time) Patient’s experience Functional outcome Medical outcome Cost Patient group A Patient group B Patient group C Patient group D Patient group E Patient group F Patient group G Patient group H Hip Fracture Patient group J Patient group K Does the big picture look like this?
- 34. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Patient group Accessibility (waiting time) Patient’s experience Functional outcome Medical outcome Cost Patient group A ? ? ? Patient group B ? ? ? Patient group C ? ? ? ? Patient group D ? ? ? ? Patient group E ? ? ? Patient group F ? ? ? ? Patient group G ? ? ? ? ? Patient group H ? ? ? ? ? Hip Fracture Patient group J ? ? ? ? ? Patient group K ? ? ? ? It might look more like this Good Fair Poor
- 35. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. We don’t have the right information We don’t know where to focus our resources to treat patients better. How can we manage healthcare if we don’t have the information?
- 36. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. We need to organise care to match the patients’ journey Quality suffers when patients transfer between care providers. We need to get process-oriented.
- 37. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Focus on better management systems We need to invest in management systems. We invest disproportionately in property development.
- 38. Elizabeth Nelson, PhD Candidate Writer & Digital Health Researcher Engaging Research
- 39. Archaic Traditions Medical Hierarchy History of Research
- 40. Hospitals do not run like other businesses The Challenge
- 41. Culture of Medicine Doctor Patient Relationship Past Experience How is healthcare different?
- 42. Low response rate (10% considered acceptable) One way communication Little feedback Old Forms of Research
- 43. Technology is creating a research evolution Engaged participant Technology
- 44. Utilize technology to engage participants/patients What I’d do
- 45. Determine Insight Gap Develop Pilot studies Measure Success Extend Research How to get started
- 46. A new relation between participants & researchers The Informed Patient
- 47. What to expect The Future
- 48. David Holzer Writer Writing to believe
- 54. Your audience believes you They act You win The result
- 55. Write copy that healthcare decision-makers can use The challenge
- 56. How I’d do it
- 57. A blog for people who care about the future of Healthcare “Hospital Health Check”
- 58. Because your biggest potential asset is staring you in the face Harnessing patient power
- 59. How treating the silo condition leads to healthy information flow Joining the data dots
- 60. Now we’re moving from volume to value-based care, how do you find the best way forward for your hospital? What do you base your value on?
- 61. When people believe what you’re saying, good things happen.
- 62. Marie-Hélène Dibenedetto Social Media Strategist Social media as leverage
- 63. Film u p t h e r e e v e r y w h e r e . c o m The G7 Campaign A campaign for the International Diabetes Federation
- 64. u p t h e r e e v e r y w h e r e . c o m • 11,4M + 8,9M people reached • 4.000 retweets, 5.100 favorited tweets, 3.610 new followers • #diabetes second most associated topic with G7 on Twitter
- 66. u p t h e r e e v e r y w h e r e . c o m 74.677 website visits in 5 days
- 67. u p t h e r e e v e r y w h e r e . c o m
- 68. u p t h e r e e v e r y w h e r e . c o m
- 69. u p t h e r e e v e r y w h e r e . c o m
- 70. u p t h e r e e v e r y w h e r e . c o m
- 71. u p t h e r e e v e r y w h e r e . c o m
- 72. u p t h e r e e v e r y w h e r e . c o m
- 75. > 5h 30m On the Internet
- 77. 1,5 M Swedes on LinkedIn
- 78. ARE WE SPENDING OUR MONEY IN ALL THE WRONG PLACES? Time People Spend Budget Advertisers spend
- 79. u p t h e r e e v e r y w h e r e . c o m
- 80. u p t h e r e e v e r y w h e r e . c o m • Lack of resources • Continuous changes • Fear of not being able to measure Why have we not made the switch ?
- 81. u p t h e r e e v e r y w h e r e . c o m #patientpower
- 82. Robert England Life Science Strategist Summing it up
- 83. Inbound marketing is a relationship
- 84. TOO MUCH TOO SOON First date: ‘You’ll make a great father!’
- 85. In a relationship, you… Speak the truth Prepare for your date – do your homework Don’t stalk or come on too strong Respect the time it takes Show interest – don’t talk about yourself Don’t advertise your ‘product’ Combine all the skills: writing, research, social, and strategy We already have experience that you need RULES OF ENGAGEMENT
- 86. Help people find you Searchable and shareable Supply content that your persona is seeking, and that can be shared. SEO and SEM put messages right in their search results. GET FOUND ONLINE Hip fracture statistics
- 87. Film u p t h e r e e v e r y w h e r e . c o m The person you are writing for is a real person. Respect them.
- 88. u p t h e r e e v e r y w h e r e . c o m Give yourself a break. Request your free marketing assessment from: robert@upthereeverywhere.com