Interactive Marketing - Latin America Global Medical Congress

Medical Tourism Marketing"
Leveraging Digital and Social Media

Steve Latham, CEO
Spur Interactive

April 2010
Latin America Global Medicine and Wellness Congress © Spur Interactive 2010
1

Business Case for Online Marketing
This is where the patients are
•  Online accounts for 33% of U.S. media consumption (1)

•  The web is relied upon by all ages
•  85% of 30-50 and 51% of 65-75
•  8% of social media users 65+ (same % as teens)

This is how they make decisions
•  75% of Internet users research health online
•  12% of users will visit a health site today
•  75% of users with chronic condition said online "
research inﬂuenced their treatment decision

Digital media offers compelling advantages
•  Able to Target, Engage and Interact
•  Measurable, Affordable, Accountable
(1)  Source: Pew Research Foundation
2

Implications for Health Care Marketers
Customers are now in control
•  “Push” tactics don’t work
•  Customer choose when & how they engage

Customers have high expectations
•  They expect to ﬁnd “it” quickly and easily
•  Regardless of location

Customers have many more choices
•  It’s not always clear who is the best choice

Competition is increasing
•  Providers now compete globally

The marketplace is changing. To succeed you must adapt.

3

Online Success Requires an Integrated Approach

Search Social Video Display E-Mail
Paid + Blogs, Networks, Display and Rich Media, House & 3rd
Natural Content Sites Pre-roll

Banners Party email

Awareness

Interest  
(Consideration / Preference)

Decision

Patients
4

Online Roadmap for Health Marketers

  Understand your audiences
  Optimize Your Web Site
  Create demand for your brand
  Engage and Interact
  Measure results

5

1. Understand Your Audience

Who are they?
Where do they live?
What are their needs?
What drives their decisions?
What do they know about you?
What do they need to know about you?

Your MESSAGE, LANGAGE and TONE
must meet the needs of your audience

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2. Optimize Your Web Site
1. Branding and Messaging
•  Strong brand image and message
•  Make it easy for them to determine:
•  What You Do
•  How You Differentiate
•  Why they should contact you

2. Site Usability
•  Easy and intuitive to navigate
•  Minimal steps to ﬁnd what they need

3. Marketing Effectiveness
•  Speak to visitors in a way they understand
•  Make it educational and engaging
•  Use Calls to Action to drive conversions

4. Search Engine Visibility
•  Optimize for natural search rankings

7

Case Study: Web Design

Client: Barbados Fertility Centre
•  World-class provider of IVF treatment
•  71% success rate (women under 35) at half the cost of US treatment

Objectives:
•  Build brand awareness and consideration among US audiences
•  Generate inquiries from US patients

Challenges:
•  Limited awareness of Barbados and BFC
•  Misperceptions about quality of care "

Site Strategy:
•  Deliver a brand impression that sticks!
•  Deliver key messages: superior results, great experience, great value
•  Address concerns or objections
•  Engage visitors and convert interest to action (start a dialogue)

Execution isMedicine and Wellnessin Following Slides
Latin America Global
illustrated Congress © Spur Interactive 2010
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Key Messaging

9

Testimonials

10

Effectiveness

11

Proximity

12

3. Create Brand Awareness and Consideration

Demand is created by utilizing…
Owned Earned Media

Paid Media

Media

Rules of thumb:
•  Display and 3rd party email are best for creating awareness
•  Search works best for capitalizing on awareness
•  Social media does both, but reach may be a challenge

13

4. Engage and Interact

There are now many ways to interact
•  Your Web site
•  Email list
•  Blogs
•  Online Groups
•  Social networking sites (Facebook)
•  Real-time Web (Twitter)
•  Social bookmarking sites (Digg)

Engagements drive awareness and decisions.
Make it part of your Marketing DNA.

14

5. Measure Results

Success requires:
•  Deﬁned and measurable objectives
•  Metrics that tie to those objectives
•  Tools for monitoring results
•  Ability to translate metrics to business results
•  Methodology to calculate ROI

15

A Few Words on Social Media…

This is now a Must-Have."
You need to ﬁgure it out!

16

6 Reasons to Embrace Social Media
1. You are already involved in Social Media
  Your employees are doing it
  Discussions about your brand are taking place
  If you participate you can shape outcomes

2. Comparative advantages
•  Word of mouth is #1 inﬂuencer of purchases
•  Does not require a media budget
•  Viral effect can carry a message a long way

3. Revenue growth
  Among top 100 Brands, those using social media
saw 18% lift in revenue (Altimeter / Wet Paint 2009)
  91% of Inc. 500 use social media (Umass Dartmouth 2009)

17

6 Reasons to Embrace Social Media
4. A Killer App for Marketing:
  Brand awareness and consideration
  Patient acquisition
  Customer service
  Recruiting

5. Site Trafﬁc
  Popular posts can spike trafﬁc

6. Search Engine Rankings!
  Can produce great results!

18

Social Media Pitfalls

  Rush to action without a plan
  Lack of objectives and measurement
  Content guidelines
  Failing to engage
  Limited Reach

19

Social Media Pitfall #1: Rush to Action

Rushing to action without a plan (shiny new object)
•  Hasty decisions and knee-jerk reactions
•  One-off approach
•  Focus on the wrong objectives or tactics
•  Failing to understand requirements and resources

20

Social Media Pitfall #2: (Lack of) Measurement

Engagement metrics
Web 2.0 Metrics
  Site visits
  Posts

  Unique visitors
  Tweets and ReTweets

  Visit frequency
  Facebook Fans

  Page views per visit
  Followers (Twitter)

  Time on site
  Ratio: Friends vs. Follows

  Registrations
  Mentions

  Conversions
  Content views

  Shared pages

  Sentiment ratio

  Page 1 search rankings

21

Social Media Pitfall #3: Content

While content is critical, it is often an afterthought
•  Once the genie is out of the bottle, it’s too late

Requires content planning
•  Format: copy, video, photos, audio
•  Type: original vs. repurposed
•  Who will produce it?
•  Where will it come from?

Approval guidelines
•  Health care guidelines
•  Legal issues
Above all… Content must be engaging!

22

Social Media Pitfall #4: Failure to Engage

•  Social Media is about listening and "
interacting vs. shouting
•  “Spray and Pray” doesn’t work
•  Think: Telephone vs. Megaphone

•  Engagement hurdles:
•  Lack of interesting and relevant content
•  Self-focused content
•  Too much self-promotion

23

Social Media Pitfall #5: Limited Reach

•  Social Media only works if you have an audience
•  Process of building a network is often overlooked
•  Without reach, there is no ROI
24

Avoiding Social Media Pitfalls

  Goals: Who and What?
•  Define audiences and identify influencers
•  Define objectives
•  Set reasonable expectations

  Media: which social media platforms?

  Engagement: how to listen and interact?
•  Content: types of media, voice, frequency
•  Duties: producing, posting, sharing, responding
•  Policy: addressing negative comments

25

Avoiding Social Media Pitfalls (cont.)

  Reach: how will you promote your program?
•  Online, email, ofﬂine, PR, word of mouth
•  How will you build your network?

  Resources: what is needed; what will it cost?
•  People, process, assets, tools, etc.

  Metrics: how will you measure success?
•  What metrics will you use?
•  What tools will you use?
•  How will you translate into ROI?

With this in mind, let’s look at the top 2 Social
Networks for Health Care Marketing
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Twitter

•  Pioneering the real-time web
•  26 million active Adult users in US
•  36 million by 2012 (20% of pop.)
•  Why you should use it
•  Easy to build a network
•  Easy to engage
•  Easy sharing of content
•  Growing rapidly
•  How it works
•  You follow others
•  They are notiﬁed
•  They follow you back
•  You may unfollow at any time

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Twitter Best Practices

•  Getting started:
•  Create 8-10 relevant Tweets
•  Find and follow users via Hootsuite and TweepSearch
•  Monitor, tweet and build network daily
•  Use Hootsuite to search, manage and schedule tweets

•  Tips for Success
•  Acknowledge and ReTweet followers (build credibility and goodwill)

•  Refrain from being self-promotional (it’s NOT all about you!)
•  Maintain a favorable ratio of Followers / Friends of 1:1.
•  Monitor mentions of your brand name (via Hootsuite)
•  When mentioned positively, Follow and RT or Acknowledge
•  Always be building your network!

Case study on following page
28

Become part of the
community.

29

Facebook

•  Largest network: 400 million users
•  Surpassed Google in trafﬁc 3/10

•  Why you should use it
  Engage audiences where they live
  Complements email and Twitter
  Good metrics

•  How to get the most from it
  Create a Fan or Group page
  Promote it aggressively!
  Integrate across all marketing
activities "

30

What Makes a Good Facebook Page?

31

Facebook Metrics

32

Facebook Best Practices

Use a Fan / Group page to communicate with audiences
•  Fan pages can only be created by those with personal accounts
•  Groups: great for events, causes, non-proﬁt activities
•  Don’t use personal pages for your company

Optimize content by making it relevant
•  Make it engaging with pictures, video, links, etc.

Building a fan base is not easy. Here are some tips:
•  Encourage employees, partners and vendors to become fans
•  Promote Page in Tweets, Blog posts and Facebook Ads
•  Post “exclusive” content available only to fans

Communicate via engaging FB messages

33

In Closing…
The world is becoming ﬂat. Competition in health care is global.
Your patients are online; you must be there to greet them.
There is no “Silver Bullet”! Success requires integrated approach.

Let’s stay in touch!
•  http://twitter.com/stevelatham
•  http://twitter.com/spurhealth

For more info:
Visit http://SpurHealth.com
or http://blog.spurinteractive.com/

34

About the Presenter

Steve Latham is the founder and CEO of Spur Interactive, a strategic interactive
marketing agency with deep experience and insight in health care marketing. In
this role, Steve has planned and managed successful campaigns leveraging
online advertising, social media, search engine marketing and email marketing to
help numerous health care providers build their brands and acquire patients.
Steve is an accomplished industry lecturer, blogger and thought leader. Steve’s
speaks frequently at industry events and his presentations have been viewed by
thousands. His articles have been published by MediaPost, Online Media Daily,
iMedia Connection, Marketing News and Bizjournals.com to name a few. Steve
has been quoted in B2B Magazine, PR Week, Fortune and CNN.com.
Steve received an MBA from Harvard Business School and a BBA from the
University of Oklahoma. You can review Steve’s articles and presentations at
http://blog.spurinteractive.com.

www.facebook.com/slatham

http://twitter.com/@stevelatham "

www.linkedin.com/in/stevelatham

35

About Spur Interactive
Strategic Interactive Agency
Full Service Approach
•  Brand building
•  Strategies
•  Lead generation
•  Creative
•  Customer cultivation
•  Media
•  ROI measurement
•  Analytical Insights

Uniquely Positioned: Advisor and Implementer

Planning  Execution  Measurement  Optimization
Thought leaders in digital media:
•  Strategic planning and execution
•  Integrating Social Media, Search, Advertising and Email
•  Pioneers in analytics and measurement

Track record of successful programs
•  7+ years of ROI-based successes for leading brands

36

Our Health Care Marketing Expertise
Spur has built successful programs in numerous health categories:
  General acute care
  Cardiac monitoring
  Specialty service lines
  Lasik surgery
  Bariatric / Lap Band surgery
  Hair Replacement
  Mobility products
  Acne and Skin care
  Diabetic supplies
  Cosmetic surgery

37

Health Care Marketing Insights

Our Health Care Marketing experience affords valuable insights:
•  How consumers and doctors research health information
•  Which media outlets work at each stage of the decision cycle
•  Which offers work (and which ones don’t)
•  How to maximize conversion rates and minimize costs from:
•  Search engines
•  Social media
•  Online health info publishers
•  Display ad networks
•  3rd party email list owners
•  Optimizing post-lead conversion
•  Measuring impact
•  Quantifying ROI

For information visit www.SpurHealth.com

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Interactive Marketing - Latin America Global Medical Congress

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