Things have changed - Digital Health Marketing today

u p t h e r e e v e r y w h e r e . c o m

Things have changed

Has your marketing?

Digital Health Days 201524th September

We’re UP. We’re High Involvement.

And we are pleased to meet you!

Robert England, PhD Lead, UP for LIFE

Robert is a scientist who has worked in global

branding, marketing and communications for over

25 years.

He lives in Sweden.

ROBERT

Elizabeth Nelson Researcher

Elizabeth has worked in behaviourial research for

over 10 years.

She is currently doing a PhD on the psychological effects of using wearable

technologies.

She lives in Holland.

ELIZABETH

David Holzer Writer

A writer for many years, David has worked on

digital projects for organisations ranging from global household

names to niche non-profits.

He believes all great communication tells the

truth.

David divides his time between Mallorca and

Hungary. 

DAVID

Marie-Hélène Dibenedetto Social Media Strategist

Marie-Hélène has 15 years of experience in

marketing and corporate communications. She specializes in social

media and digital marketing.

She lives in Belgium, but her home is where

there's wifi.

MARIE-HÉLÈNE

TODAY

Disruption

Attraction

Credibility

Leverage

Today’s talk

Robert England Lead, UP for LIFE

How Digital disrupted Marketing

Things have changed

Power has shifted

Digital + Internet

THE ANALOG WORLD

The seller

The buyer

Brochures Application notes

Customer visits Pricing

DIGITAL WORLD 1.0

The sellerThe buyer

DIGITAL WORLD 2.0

The seller

The buyer

DIGITAL WORLD 3.0

The sellerThe buyer

DIGITAL WORLD 3.0

The sellerThe buyer

Content (or Inbound) Marketing

Cold Calling & Mass E-Mail?

Or Google Search & Social Media?

QUESTION: How will you find new customers?

You don’t.

They will find you.

Outbound marketing Exhibitions Tele sales Direct mail

E-mail blasts Printed material

$

OUTBOUND MARKETING

The buyer The seller

Film

u p t h e r e e v e r y w h e r e . c o m

Leverage from the power of

digital & social media

Content & Inbound marketing

Blogs News Content

INBOUND MARKETING

Inbound marketing The customers you want

find you

Measurable Targeted Effective

Software to automate,

co-ordinate and measure

Valuable Content

Valuable Content

Valuable Content

Valuable Content

Subtle Quality

Quantity

Valuable Content

Valuable Content

INBOUND MARKETING

The buyer The seller

no idea - who is visiting your website - what they are doing there - if the marketing materials do the right job

‘I have no idea what I’m doing – but I am busy’

BUSY DOING NOTHING

Inbound is like a relationship

People are central to your inbound marketing strategy

WHO ARE YOU COMMUNICATING WITH?

Andreas Endrédi Healthcare consultant

Today, he is a healthcare management consultant

at KPMG.

Previously Head of Management Systems at Uppsala County Council.

Follow the patient Challenges in the Swedish healthcare system

Andreas Endrédi

‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

Swedish healthcare consumes about 9% of GDP

Healthcare in Sweden costs about SEK 200 billion/year

Although Sweden has top class healthcare, there is great potential

for improvement

‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

A challenge for the Swedish healthcare system

In the Skåne region, patient injuries cost nearly SEK 650 million/year

Use the time of key personnel like nurses better

‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

We don’t have the right information

Information overload

Information gaps

‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

Identified quality problems were escalated to the hospital director.But was this the right decision?

An example: hip fracture surgery

‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

Patient group

Accessibility (waiting time)

Patient’s experience

Functional outcome

Medical outcome Cost

Patient group A

Patient group B

Patient group C

Patient group D

Patient group E

Patient group F

Patient group G

Patient group H

Hip Fracture

Patient group J

Patient group K

We need information on the quality of care for each patient group

‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

Patient group

Accessibility (waiting time)

Patient’s experience

Functional outcome

Medical outcome Cost

Patient group A

Patient group B

Patient group C

Patient group D

Patient group E

Patient group F

Patient group G

Patient group H

Hip Fracture

Patient group J

Patient group K

Does the big picture look like this?

‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

Patient group

Accessibility (waiting time)

Patient’s experience

Functional outcome

Medical outcome Cost

Patient group A ? ? ?

Patient group B ? ? ?

Patient group C ? ? ? ?

Patient group D ? ? ? ?

Patient group E ? ? ?

Patient group F ? ? ? ?

Patient group G ? ? ? ? ?

Patient group H ? ? ? ? ?

Hip Fracture

Patient group J ? ? ? ? ?

Patient group K ? ? ? ?

It might look more like this

Good Fair Poor

‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

We don’t have the right information

We don’t know where to focus our resources to treat patients better.

How can we manage healthcare if we don’t have the information?

‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

We need to organise care to match the patients’ journey

Quality suffers when patients transfer between care providers.

We need to get process-oriented.

‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

Focus on better management systems

We need to invest in management systems.

We invest disproportionately in property development.

Elizabeth Nelson, PhD Candidate Writer & Digital Health Researcher

Engaging Research

Archaic Traditions Medical Hierarchy

History of Research

Hospitals do not run like other businesses

The Challenge

Culture of Medicine Doctor Patient Relationship

Past Experience

How is healthcare different?

Low response rate (10% considered acceptable) One way communication

Little feedback

Old Forms of Research

Technology is creating a research evolution Engaged participant

Technology

Utilize technology to engage participants/patients

What I’d do

Determine Insight Gap Develop Pilot studies

Measure Success Extend Research

How to get started

A new relation between participants & researchers

The Informed Patient

What to expect

The Future

David Holzer Writer

Writing to believe

Nothing has changed

Recognition Usefulness

Belief

Good writing

Clarity Relevance Timeliness

How?

Brief Reference

Access

The process

Transparency Dialogue

Responsiveness

The process 2

Your audience believes you They act You win

The result

Write copy that healthcare decision-makers can use

The challenge

How I’d do it

A blog for people who care about the future of Healthcare

“Hospital Health Check”

Because your biggest potential asset is staring you in the face

Harnessing patient power

How treating the silo condition leads to healthy information flow

Joining the data dots

Now we’re moving from volume to value-based care, how do you find the best way forward for

your hospital?

What do you base your value on?

When people believe what you’re saying,

good things happen.

Marie-Hélène Dibenedetto Social Media Strategist

Social media as leverage

Film

u p t h e r e e v e r y w h e r e . c o m

The G7 CampaignA campaign for the International Diabetes Federation

u p t h e r e e v e r y w h e r e . c o m

• 11,4M + 8,9M people reached

• 4.000 retweets, 5.100 favorited tweets, 3.610 new followers

• #diabetes second most associated topic with G7 on Twitter

u p t h e r e e v e r y w h e r e . c o m

74.677 website visits

in 5 days

u p t h e r e e v e r y w h e r e . c o m

u p t h e r e e v e r y w h e r e . c o m

u p t h e r e e v e r y w h e r e . c o m

u p t h e r e e v e r y w h e r e . c o m

u p t h e r e e v e r y w h e r e . c o m

u p t h e r e e v e r y w h e r e . c o m

>90%Internet access

63,9%Mobile internet access

> 5h 30mOn the Internet

64%Facebook users

1,5 MSwedes on LinkedIn

ARE WE SPENDING OUR MONEY IN ALL THE WRONG PLACES?

Time People SpendBudget Advertisers spend

u p t h e r e e v e r y w h e r e . c o m

u p t h e r e e v e r y w h e r e . c o m

• Lack of resources • Continuous changes

• Fear of not being able to measure

Why have we not made the switch ?

u p t h e r e e v e r y w h e r e . c o m

#patientpower

Robert England Life Science Strategist

Summing it up

Inbound marketing is a relationship

TOO MUCH TOO SOON

First date:

‘You’ll make a great father!’

In a relationship, you…

Speak the truth

Prepare for your date – do your homework

Don’t stalk or come on too strong

Respect the time it takes

Show interest – don’t talk about yourself

Don’t advertise your ‘product’

Combine all the skills: writing, research, social, and strategy

We already have experience that you need

RULES OF ENGAGEMENT

Help people find you

Searchable and shareable

Supply content that your persona is seeking, and that can be shared.

SEO and SEM put messages right in their search results.

GET FOUND ONLINE

Hip fracture statistics

Film

u p t h e r e e v e r y w h e r e . c o m

The person you are writing for is a real person. Respect them.

u p t h e r e e v e r y w h e r e . c o m

Give yourself a break. Request your free marketing assessment from: [email protected]