Consumers are Changing How to Reach them Effectively. CHAPCA Conference October 30, 2013

Transcription

1 Consumers are Changing How to Reach them Effectively CHAPCA Conference October 30, 2013

2 Objectives 1. Understand how the decision maker for hospice is changing 2. Understand the buyer persona of the hospice decision-maker 3. Learn how to structure your story so that it reaches your intended audience 4. Learn how to share your story through traditional and new media channels

3 Think Differently

4 Decision Maker

5 Decision Maker According to the Family Caregiver Alliance, National Center on Caregiving, the following 2012 statistics are: 65.7 million caregivers make up 29% of the U.S. adult population 43.5 million of adult family caregivers care for someone 50+ years of age The average age of a female caregiver is 48; about 51% of caregivers are between the ages of 18-49

6 Decision Maker More than one in six Americans working full or part time report assisting with the care of an elderly or disabled family member, relative, or friend 66 million Americans are caring for their children, spouse, and parent(s) An average of 20 hours a week is spent on providing care for a parent(s)

7 Decision Maker Currently, more than half of care receivers are under the age of 75 Almost a third of care receivers are under the age of 50 Caregivers under the age of 50 are more likely to use the benefits of caregiving technology A Pew Research Center study found that family caregivers are more technologically savvy than the general population 90% of family caregivers have a cell phone 79% of family caregivers have access to the Internet

8 Decision Maker Caregivers largely use the internet to assist with their caregiving responsibilities through connecting with other caregivers, researching health information, such as data on the disease their loved one has, and looking up information about long-term care options.

9 Buyer Persona

10 What is a Buyer Persona? According to the Buyer Persona Institute: - A buyer persona is an example of the real person you need to influence. It is a tool that builds confidence in strategies to persuade buyers to choose you rather than a competitor. - Who are you marketing to? - Who, what, where, when, how, and why?

11

12 So who is she?

13 48 year-old Female Caregiver

14 Storytelling

15

16 Strategic Storytelling Three Acts I. Character II. Challenge they overcome III. Resolution Empowerment Marketing A. Hero B. Mentor C. Gift

17

18

19

20 Telling Your Story

21 Traditional Media Press Releases Advertising (print, radio, and TV)

22 Social Media Why should you care? Social media is a great way to increase exposure and increase traffic to your website The largest growing group on social media sites is women between the ages of 35 and 45 The primary decision maker for hospice is the female caregiver in her 40 s Source: Cultural-Based Social Media presentation from LiveWorld

23 Social Media cont. Have the courage to be yourself and it will be ok. Mark Schaefer, author of The Tao of Twitter & Born to Blog

24 Where Do I Start? 1. Website is KING (absolute focal point of all online marketing) 2. marketing is not dead, it s alive and well, and incredibly under-utilized as a marketing tactic The most effective use of social media is to help capture addresses for further engagement. 3. Content management is greatest key to success Need to produce enough content Need to produce the kind of content that engages Focus should be on creative content (Coca-Cola is an example) Source: 2013 Social Media Marketing World Conference

25 Blogs

26 Most Popular Sites

27 What is the ROI? Align your goals with metrics: 1. Brand awareness (reach and impressions) 2. Lead generation (conversions and sales) 3. Customer retention (net promoter score) What you should measure 1. Cost per impression 2. Cost per site visitor 3. Cost per engagement

28 What is the ROI? You need the following to get started: 1. Engagement software (Hootsuite - $9.99/mo.) 2. Google Analytics 3. Marketing automation (Marketo - $1,995/mo.) 4. CRM (Salesforce.com - $125/mo. unlimited users) 5. Total cost is approximately $2,149.99/mo. Source: 2013 Social Media Marketing World Conference

29 Resources 1. Fascinate, author is Sally Hogshead 2. Return on Influence, Born to Blog and The Tao of Twitter, author is Mark Schaefer 3. (Chris Brogan) 4. Pinfluence: The Complete Guide to Marketing Your Business with Pinterest, author is Beth Haydon 5.

30 We encourage people to live, really live, before they die. People think that hospice is about dying, but it s really about celebrating life. ~ Betty Bulen, Founder of The Elizabeth Hospice Questions? Phaedra.Kunze@ehospice.org Christina.Kalberg@ehospice.org