Customer-Centric Marketing

Transcription

1 The Healthcare Leader s Guide to Customer-Centric Marketing MARKETING EXPERTS FROM LEADING HEALTHCARE BRANDS SHARE PROVEN STRATEGIES ON WINNING THE HEARTS AND MINDS OF TODAY S CONSUMERS. FEATURING INSIGHTS FROM MARKETING LEADERS AT: truenorthcustom.com ebook spring 2018 M _TNC-Insight_eBook_Guide-Consumer-Marketing_final 1

2 THE LATEST DELOITTE survey on Consumers Priorities in Health Care found that a personalized experience with providers is the highest priority for today s consumer. According to Deloitte, Consumers want to be heard, understood, and given clear directions and as a result, having an in-depth understanding of consumer attitudes and behaviors has never been more important for healthcare players. In this guide, you ll discover how to engage consumers at every stage of the decision cycle through our interviews with: 3 Don Stanziano > Chief Marketing Officer Geisinger Health DANVILLE, PENNSYLVANIA < 4 David Duvall Senior Vice President of Marketing and Communications Novant Health CHARLOTTE, NORTH CAROLINA The Modern Healthcare Marketer s Charge: Meet Consumers Where They Are 5 Preston Gee > Vice President, Strategic Marketing CHRISTUS Health IRVING, TEXAS 7 Lee Aase > Social Media Network Director Mayo Clinic ROCHESTER, MINNESOTA < 6 Amanda Todorovich Director of Content Marketing Cleveland Clinic CLEVELAND, OHIO < 8 Holly Sullivan Director of Strategic Partnerships Spectrum Health GRAND RAPIDS, MICHIGAN 9 Ramon Soto > Senior Vice President and Chief Marketing and Communications Officer Northwell Health GREATER NEW YORK CITY AREA M _TNC-Insight_eBook_Guide-Consumer-Marketing_final 2

3 Map THE JOURNEY for Your Patients THERE IS NO one best approach because every customer is on their own journey. Some are at the beginning of their consideration journey and are only seeking information while others know what they want and are ready to come in for a consult. Social channels are incredibly powerful today to find and engage customers. Our marketing call center is now fully engaged in outbound calls as a critical component of our acquisition campaigns. We also, of course, use nurturing s. Online health risk assessments are great for early shoppers. The data they give you allows you to put them into a journey map nnnnnfor downstream nurturing. If they request nnnn an appointment in their first engagement with you, they re ready now, and you need to make sure you re removing all barriers to get them in the door. You have to tailor your content and your channel selection to meet the needs of customers at every stage of the journey. If you have the right mix of content distributed across the right channels, the customers will tell you where they are. Don Stanziano, chief marketing officer at Geisinger Health TRUENORTHCUSTOM.COM Best of INSIGHT 3 M _TNC-Insight_eBook_Guide-Consumer-Marketing_final 3

4 ONE KEY REALIZATION [borne from consumer-segmented research] was that no matter where patients are on their wellness journey, they have a higher level of vulnerability than we ever appreciated even if just for a wellness visit. Going to the doctor is not something that people inherently want to do, meaning we have to go even farther than we ever imagined to engage in a compassionate way with a vulnerable population. Realizing the level of anxiety patients experience would be one of the biggest aha moments, and we re doing a lot of consumer-centric work around that insight that is used to educate physicians and enhance the patient experience. Embrace Empathy at Every Touchpoint David Duvall, senior vice president of marketing and communications at Novant Health 4 Best of INSIGHT TRUENORTHCUSTOM.COM M _TNC-Insight_eBook_Guide-Consumer-Marketing_final 4

5 Let Research Be Your Guide IN OUR INDUSTRY, we keep it highlevel and focus on brand awareness and preference rather than ask, What is it that matters most to you? This has been very illuminating by uncovering ways we can apply learnings in our messaging and operational initiatives. As an example, we ve discovered that what matters most to consumers are what we might call the soft or emotional considerations. For instance, consumers care about how attentive the staff is and how coordinated they are. Some of the things we typically spend time promoting like advanced technology, sophistication of devices, awards, or accreditations those are far down the priority list for consumers. Our research yielded another fascinating insight that illustrates the increasing power of consumers. Historically, physicians have had significant influence over where the patient goes for treatment. That has diminished over time, and we ve found that was quite far down the list at first. However, after a deeper dive we discovered that consumers still connect with physicians based on recommendations and then seek out other sources before making a decision. This was very insightful and speaks to the emerging clout, power, and involvement of the modern healthcare consumer. Again, this reflects the importance of the patient experience and the fact that people are consumers before they become patients. Preston Gee, vice president of strategic marketing at CHRISTUS Health TRUENORTHCUSTOM.COM Best of INSIGHT 5 M _TNC-Insight_eBook_Guide-Consumer-Marketing_final 5

6 Create Content that You Your Audience Cares About WHEN PEOPLE ARE seeking healthcare information or treatment, they turn to Internet searches, and we ve done a phenomenal job of creating content that is actionable, helpful, and relevant to people dealing with medical issues that appears in their search results. We ve been publishing three to five posts on our consumer blog every day for more than four years, and that is quite a library on top of our existing A Z health content on our website. Organic search is our No. 1 source of traffic to the blog now. We ve also started leveraging our content in marketing automation campaigns. Beyond where people are in the buyer s journey, I think what matters even more is ensuring content meets them where they are, which is online, on their mobile devices, and using social media and . Amanda Todorovich, director of content marketing at Cleveland Clinic 6 Best of INSIGHT TRUENORTHCUSTOM.COM M _TNC-Insight_eBook_Guide-Consumer-Marketing_final 6

7 nnnn best of insight Sharing Speaks Volumes FACEBOOK HAS DRIVEN more appointment requests than any other social channel, but YouTube also has been important. Uploading videos that feature a Mayo Clinic subject expert discussing a disease or condition is a great way to have search-optimized content available for potential patients. We consider shares (or retweets) The Mother of All Metrics. Reactions, likes, or comments are great, but when someone shares or retweets content, that s the ultimate validation: They re saying the content is important enough that they want their friends and followers to see it. So we ve developed a combined shares metric for all social platforms. Another important metric is click-throughs to our website, as well as appointment requests. Brand awareness is the most important social media application, but we collaborate with Marketing on other stages too. One important platform we have is Mayo Clinic Connect, which is our owned social platform. It s a patient-to-patient community that enables prospective patients to connect with others who have had an experience at Mayo Clinic. Lee Aase, social media network director at Mayo Clinic nnnnnnnnn TRUENORTHCUSTOM.COM Best of INSIGHT 7 M _TNC-Insight_eBook_Guide-Consumer-Marketing_final 7

8 Listen to the Voice nnnnn nnnnn of the Customer nnnnn nnnnn CONSUMERISM IS SUCH AN important trend. It impacts almost everything we do as a health system and how we deliver care, especially on the primary care side. We need to listen more and think about those we serve more as consumers rather than patients. In healthcare, we haven t historically listened to the voice of the consumer. A lot of our marketing efforts are based on what the doctor thinks, what we hear sitting in boardrooms or in conference rooms, and we re missing the most important part of the healthcare equation. At Spectrum Health, we re doing a lot more interviews and discussion groups with consumers, even looking at things ethnographically to really experience what consumers experience. This relates to another trend that s essential to our evolution: segmentation. This is another area where we re behind the curve in healthcare. We have a large segmentation initiative led by someone we brought on board from PepsiCo, and the initiative is designed to help us identify the segments and personas we re serving across care continuum. It s helping us segment our messaging to diverse audiences depending on the types of messaging we re trying to get out to communities. It s changing the way we do our work and the types of services we put out there. Holly Sullivan, director of strategic partnerships at Spectrum Health 8 Best of INSIGHT TRUENORTHCUSTOM.COM M _TNC-Insight_eBook_Guide-Consumer-Marketing_final 8

9 The Bottom Line: Challenge the Status Quo I THINK WE HAVE a very long way to go [to exceed how marketing is construed in healthcare]. I actually think we re probably 10 years behind the times in terms of our sophistication and approach, and I don t think anybody benefits from that. Healthcare as a category is a $3 trillion industry 21 percent of the U.S. economy. If you think about it, what type of product or solution deserves to have a relationship with consumers? Clearly, it s not a candy manufacturer or a phone manufacturer or a copier manufacturer: It s healthcare. What is more precious than health? So we have a lot of work to rethink how we go to market, how we tell our story, and how we engage with consumers. It s well beyond what historically has been episodic: get sick, go to a place, get better. We ve got to break that down because as it is, it benefits no one. We have to get to a very different place. It s a call to arms. Ramon Soto, senior vice president and chief marketing and communications officer at Northwell Health TRUENORTHCUSTOM.COM Best of INSIGHT 9 M _TNC-Insight_eBook_Guide-Consumer-Marketing_final 9

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