Marketing Tactics & Measures for the Medical Practice JULIE AMOR APRIL 22, 2015

Transcription

1 Marketing Tactics & Measures for the Medical Practice JULIE AMOR APRIL 22, 2015

2 Amor Consulting Julie Amor President Strategy. Health. Marketing. Engagement. Merchandise Strategic Marketing & Communication Industries: Hospitals, health systems, physicians, pharmaceutical, corporate, not-for profit, groups and associations Strategy: Specialization: Marketing, communications, health products and services, corporate partnerships, brand and image, community engagement, promotional marketing Health Strategy Strategic Alliance Dobies Healthcare Group: Healthcare marketing, branding & advertising

3 Trends THE CHANGING HEALTHCARE LANDSCAPE

4 National healthcare trends It is unknown who will ultimately control the healthcare market CMS/Medicare will be the primary payer and is driving a new healthcare model: Providing better care at lower costs Generational difference in healthcare Boomers: Loyal to their physician, 87% have a PCP, trust the advice of their physician, seek experienced health care providers Millennials: Shop around for their healthcare, 63% have a PCP, less trusting of healthcare provider advice Medical expertise key, but the patient experience is vital Instant access generation: Having what you want, when you want it

5 National healthcare trends There will be a continued shift to provide care in an outpatient setting Hospital outpatient volumes expected to grow 17% / 5 years; inpatient discharges may decrease 3% (Sg2) Increasing alternatives to Primary care as we face a 45,000primary care provider deficitby 2020: Urgent Care, Emergency Room, Retail Health Clinics Increasing growth of sub-acute care market (e.g. home health) Demographic trends and compelling cost-saving opportunities are driving strong demand for home health TeleHealth to grow 20-50% annually through 2018 Consumer empowered healthcare options Retail healthcare (CVS/Minute Clinic, Walgreen's, Walmart, Target) From 2012 to 2015 clinics have doubled (2,800 clinics nationally) Do-it yourself healthcare on the rise (wearable health devices, mobile apps and virtual visits) EHRs give way to digital tools in patient homes, on patient phones Smart cards with shared health info within in 5 years New levels of price transparency expected

6 Tactics, Implementation and Measures FOR THE MEDICAL PRACTICE

7 Strategic Marketing Planning Strategy: Tactics: Measures: your VISION of where you want to goand what you want to be how you will get there guiding principles In today s competitive healthcare environment, a strategic marketing plan is essential to building a successful medical practice. With a focus on strategy, properly executed tactics and continual monitoring, a well-executedstrategic marketing plan is guaranteed to increase patient volume and achieve a sustainable competitive advantage in the marketplace.

8 STIM Process S T I M Strategy Tactics Implement Measure What you want to achieve How you plan to get there A process to initiate your tactics Monitor and evaluate success Alignment of a shared vision is critical to your success

9 Tactics How you plan to get there: tactics help you reach your strategic goals S T I M Strategy Tactics Implement Measure

10 Marketing Tactics Healthcare marketing has shifted from a one-size-fits-all, to a personalized, customized approach where we are building relationships with our customers for their health. Relational marketing tactics allow us to get closer to the customer by developing an ongoing relationship through careful attention to their needs and the way we can best deliver service. It s about health, not just healthcare

11 Variety of Tactics Traditional Marketing Television Radio Print Outdoor/Billboard Online Direct mail Public/media relations Community relations (events, programs) Collaterals Promotional merchandise Relational Marketing Customer Relationship Management (CRM) Physician Relationship Management (PRM) Geo and behavioral targeted digital marketing Social media Personalized direct mail Referral liaison Customer experience/customer service Custom publications Web site development Content integration Mobile applications

12 Media Mix Channel Pros Cons Digital Targeting is self-driven (search) or behavioral driven (profile) Excellent ability to track results Budget is scalable (pay per click) Most efficient with greatest accountability Direct mail Good ability to target demographics and propensity (CRM) Consumer receives in home Able to track call to action Limited general visibility Perceived as intrusive Need strong call to action to produce results Expense Should be combined with fulfillment No general visibility Print Able to target by age and interest Able to tell a longer story Ableto track call to action Broadcast Broad reach Builds top of mind awareness (high reach, short time) Outdoor Board reach Able to target geographically Should be used as part of a broader campaign Moderate ability to target demographics Limited control of placement Declining use by younger demographics Short shelf life Expense Limited ability to convey a call to action Message must be quickly understood Low ROI measures 8 words or less No targeting Limited call to action No ROI measures

13 Implementation I Direct Mail Internal Comm. Public Relations Digital Liaison Community Relations Integrated Marketing Web CRM/PRM Television Print Radio Billboard

14 Implementation I A great marketing and positioning strategy combined with a detailed tactical plan is only as good as your ability to implement. Implementation is an art, and requires a marketing professional who can manage the integrated messaging, consistency and timing of your plan. Do not underestimate the value of the implementation phase. Thoughtful and deliberate executionis key to obtaining maximum impact and value from your marketing strategy.

15 Measures M Set goals during the strategic marketing planning process Determine with your key stakeholders what your measures are, and then set clear processes to monitor and track them Always ask your new patients how they heard about you A dashboard metric report is recommended to consistently track and monitor key measures. Depending on your goals, measures can include: New Patient Volume Retention Rates Market Share Patient Referrals Physician Referrals Patient Satisfaction Web Traffic Call Volume Market Position

16 Insights Strategy first: create and align a shared vision for your practice Choose the right tactics to achieve your goals Focus on an integrated approach to your marketing strategy Be thoughtful and deliberate in your implementation What gets measured gets done