WHITEPAPER How Healthcare Providers Use Powerful Insights to Leverage Marketing

Transcription

1 WHITEPAPER How Healthcare Providers Use Powerful Insights to Leverage Marketing 2015

2 INTRODUCTION When it comes to marketing to healthcare providers, it is clear that the tide has turned. Face time with Doctors, Dentists, Pharmacists and other healthcare providers is a rarity, and although clinicians were once primary decision-makers, they now share that role with a growing team of cross-functional leaders from IT, Operations, and Administration. Yet, while in-person access to healthcare providers has diminished, there are still tremendous opportunities to engage them through digital marketing. Out of all the many digital marketing channels that have become popularized, there is only one with proven results and measurable ROI: marketing. Although marketing can be classified as one of digital marketing s triedand-true channels, strategies must continue to evolve to reflect changes in the way customers and prospects interact with . One of the most significant shifts in user behavior that must be taken seriously is the meteoric rise of mobile device use. In the last two years, consumer digital behavior reached two tipping points: In 2014, the number of mobile users surpassed the number of desktop users, and in 2013, the number of opens on a mobile device surpassed the 50 percent mark. Both were firsts. As this whitepaper will demonstrate, how healthcare providers use mirrors these broader trends. They, too, have joined the march towards mobile. As mobile continues to ascend the digital peak, marketers must follow suit with new marketing strategies and approaches. 2 HOW HEALTHCARE PROVIDERS USE POWERFUL INSIGHTS TO LEVERAGE MARKETING

3 TOP PLATFORMS USED BY DOCTORS & DENTISTS An analysis of nearly 9,000 records from campaigns sent on behalf of Healthcare Data Solutions (HDS) customers in April revealed that a vast majority of doctors, from a variety of specialties, and dentists use mobile devices to open . 60% of doctors and dentists open on a mobile device 1 MOBILE 60% 2 DESKTOP 27% 3 WEB MAIL 13% 3 HOW HEALTHCARE PROVIDERS USE POWERFUL INSIGHTS TO LEVERAGE MARKETING

4 TOP 10 CLIENTS Another clear winner presented itself in terms of client use: More than half of all doctors and dentists access their from the Apple iphone app. In this instance, doctors and dentists diverge from a 2014 ComScore study, which showed that 52.5 percent of smartphone users subscribe to Android, versus 41.4 percent who subscribe to Apple APPLE IPHONE 57% OUTLOOK 15% APPLE IPAD 57% APPLE MAIL WEB MAIL GOOGLE ANDROID YAHOO MAIL 6% 3% 2% Despite Android s edge in the general marketplace, doctors and dentists still prefer Apple. For iphone users, ios 7 and 8 dominate. With Outlook, versions 2010 and are in the lead. And the majority of ipad users have versions 7 and OUTLOOK.COM 2% 39 AOL MAIL 1% 310 OTHER.9% 4 HOW HEALTHCARE PROVIDERS USE POWERFUL INSIGHTS TO LEVERAGE MARKETING

5 TOP CLIENTS BY SPECIALTY DOCTORS The Apple iphone client is most used by all types of doctors, with just a couple of exceptions: Cardiologists and Pharmacists use Outlook more. Residents, on the other hand, use web mail significantly more than any other client. ANESTHESIOLOGIST CARDIOLOGIST CHILD NEUROLOGY EMERGENCY MEDICINE ENDOCRONOLOGIST FAMILY PRACTITIONER GASTROENTEROLOGIST GENERAL PRACTITIONER GENERAL SURGEON GENETICS SPECIALIST GERIATRICIAN HEMATOLOGY & ONCOLOGY INTERNAL MEDICINE NEPHROLOGIST NEUROLOGIST NEURO SURGEON OB/GYN PEDIATRICIAN PHARMACIST PULMONOLOGIST RADIATION ONCOLOGIST RHEUMATOLOGIST SURGICAL ONCOLOGIST TRANSPLANT SURGEON APPLE IPHONE, APPLE MAIL, APPLE IPAD OUTLOOK, APPLE IPHONE, APPLE MAIL APPLE IPHONE, WEB MAIL, OUTLOOK APPLE IPHONE, APPLE IPAD APPLE IPHONE, APPLE IPAD, ANDROID APPLE IPHONE, OUTLOOK, IPAD APPLE IPHONE, OUTLOOK APPLE IPHONE, OUTLOOK APPLE IPHONE, APPLE MAIL, OUTLOOK WEB MAIL, OUTLOOK APPLE IPHONE, APPLE IPAD, APPLE MAIL APPLE IPHONE, OUTLOOK, IPAD 5 HOW HEALTHCARE PROVIDERS USE POWERFUL INSIGHTS TO LEVERAGE MARKETING

6 TOP CLIENTS BY SPECIALTY DENTISTS Again, dentists of varying specialties favor the Apple iphone client, followed by Outlook and Apple Mail. Unlike doctors, dentists are less likely to use use Apple ipad. GENERAL DENTISTRY ORAL SURGEON ORTHODONTIST PERIODONTIST PROSTHODONTIST APPLE IPHONE, APPLE MAIL, OUTLOOK BEHAVIOR BY PLATFORM Our data showed behavior for 68 percent of doctor and dentist records. The following shows results for the number of glanced s (677 total), skimmed s (2042 total), and read s (3346 total). MOBILE GLANCE SKIM 70% 75% READ 65% DESKTOP GLANCE SKIM 30% 25% READ 35% 6 HOW HEALTHCARE PROVIDERS USE POWERFUL INSIGHTS TO LEVERAGE MARKETING

7 BEHAVIOR BY SPECIALTY GLANCERS Out of 37 specialty designations that glanced at s, the top three specialties were: ANESTHESIOLOGY GENERAL DENTISTRY HEMATOLOGY & ONCOLOGY 8.4% SKIMMERS Out of 45 specialty designations that skimmed s, the top three specialties were: ANESTHESIOLOGY GENERAL DENTISTRY HEMATOLOGY & ONCOLOGY 7.9% READERS Out of 55 specialty designations that read s, the top three specialties were: INTERNAL MEDICINE 3.7% ANESTHESIOLOGY 3.2% GENERAL DENTISTRY 2.7% 7 HOW HEALTHCARE PROVIDERS USE POWERFUL INSIGHTS TO LEVERAGE MARKETING

8 DESIGNING BY DEVICE Optimizing s for mobile isn t just about scaling back on big images and blocks of copy. When designing for mobile devices, marketers must also take into account how users interact with mobile devices. Contrary to popular belief, mobile users aren t merely skimmers. As this whitepaper has demonstrated, healthcare providers read s almost as much as they skim them. Mobile users are also multi-screen users. Desktops aren t out of the picture by far. When designing s by device, the key is not to think about mobile as an afterthought. Instead, mobile should be your design foundation, representing the most critical elements of your offer. BE RESPONSIVE One of the reasons why Apple tops the charts of mobile marketing is because ios is so responsive. Responsive design means that your digital content not only adjusts to technical requirements, such as screen size, but that it also accommodates behavioral characteristics, such as navigation behavior and user mentality. NO SWIPE ZONE Mobile users interact very differently with their devices and desktops. With mobile devices, the physical motions are obviously restricted; there is no mouse to move around or keyboard to type. Navigation on a mobile device is basically comprised of two movements: the vertical and horizontal swipe. However, forcing users to use these universal navigation motions is a big no-no. Your content should be visible in one glance, with no swiping required. GO LEAN It makes sense that mobile users tend to be skimmers. Devices are small and portable, designed for on-the-go use. But even though healthcare providers with mobile devices actually do read s, content should still be on the lean side to align with user mentality. This means being clear and concise in your copy and call to action. The use of appropriate imagery enriches s, but should be used sparingly and smartly. While doctors have long been early adopters of the latest technologies, which are capable of handling graphics, bandwidth should always be a consideration. DESIGN AN EXPERIENCE If your s end with the call to action, you re missing out on tremendous opportunities to keep your customers engaged. Think through the process as an experience, or a gift that keeps on giving. After a customer or prospect has downloaded your whitepaper or podcast, drive them to other valuable content that may be of interest, give them special offers, or reward them for taking action. What you do or don t do at this stage can either result in a rich mobile experience or just another . 8 HOW HEALTHCARE PROVIDERS USE POWERFUL INSIGHTS TO LEVERAGE MARKETING

9 CONCLUSION Having crossed two tipping points in and mobile use, there has never been a better time to take your marketing up a notch (or two). The insights provided in this whitepaper make clear that healthcare providers are riding the technology wave, and their use and behavior patterns are reflective of broader trends occurring in the general marketplace. It is also clear that Apple devices dominate the healthcare provider space, and show no signs of stopping. Apple s interest in and entrance into the medical device industry indicates that it could have a competitive edge in marketing to healthcare providers, given current use reports. To remain competitive and to elevate marketing in today s ever-growing mobile environment, healthcare marketers need three things: rich user insights, accurate customer data, and a comprehensive strategy that treats mobile as a priority, not an afterthought. To learn how services and healthcare provider databases from Healthcare Data Solutions can take your marketing to the next level, call , or visit 9 HOW HEALTHCARE PROVIDERS USE POWERFUL INSIGHTS TO LEVERAGE MARKETING