How to Convert Unknown Consumers into Patients Using Social Media
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While patient engagement has been historically low, healthcare is transforming into a consumer-based industry. To meet these challenges, healthcare organizations need to rethink consumer engagement. Join us as we use real patient stories to help you: Demonstrate a trusted and authentic voice using many-to-many digital communication tools Identify important target markets and their preferred communication style Attract unknown consumers to your organization's digital front door using content and social media Understand the four important online conversion tools that transform unknown consumers Influence behavior to improve consumer health and drive down costs
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How to Convert Unknown Consumers into Patients Using Social Media
- 1. How to Convert Unknown Consumers into Patients Using Social Media July 2013
- 2. Perficient is a leading information technology consulting firm serving clients throughout North America. We help clients implement business-driven technology solutions that integrate business processes, improve worker productivity, increase customer loyalty and create a more agile enterprise to better respond to new business opportunities. About Perficient
- 3. • Founded in 1997 • Public, NASDAQ: PRFT • 2012 revenue of $327 million • Major market locations throughout North America • Atlanta, Austin, Boston, Charlotte, Chicago, Cincinnati, Cleveland, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Los Angeles, Minneapolis, New Orleans, New York, Philadelphia, San Francisco, San Jose, Southern California, St. Louis, Toronto, and Washington, D.C. • Global delivery centers in China, Europe and India • ~2,000 colleagues • Dedicated solution practices • ~85% repeat business rate • Alliance partnerships with major technology vendors • Multiple vendor/industry technology and growth awards Perficient Profile
- 4. 4 Business Solutions • Business Intelligence • Business Process Management • Customer Experience and CRM • Enterprise Performance Management • Enterprise Resource Planning • Experience Design (XD) • Management Consulting Technology Solutions • Business Integration/SOA • Cloud Services • Commerce • Content Management • Custom Application Development • Education • Information Management • Mobile Platforms • Platform Integration • Portal & Social Our Solutions Expertise
- 5. Industry’s First Complete Digital Marketing Solution Oracle Eloqua Oracle SRM Oracle Cloud Complete Digital Marketing Solution • Oracle SRM: Industry’s most complete and integrated social solution • Eloqua: Premier marketing automation solution • Oracle Cloud Platform: Simple solution for easy deployment, reliability, scalability and security Oracle Profile
- 6. Melody Smith Jones, Manager, Healthcare Collaborative Technologies, Perficient Melody has more than 12 years of experience integrating technology solutions into marketing and loyalty strategies, and has specialized knowledge in the implementation and management of collaborative technologies, business intelligence and CRM. Angela Wells, Director of Outbound Marketing for Oracle Social Cloud Angela has more than 15 years of marketing and market research experience across various industries including technology, consumer goods, media, and more. She has consulted with leading Fortune 500 companies, including a number of healthcare companies, to improve their marketing strategies, develop new products, and uncover customer needs. Our Speakers
- 7. • Healthcare is the one industry where the consumer is not a part of the financial transaction. • While patient engagement has been dangerously low for a long time, enabled patients are shifting the market. • A healthy byproduct of healthcare consumerism is the emphasis on preventative wellness and influencing behavior change. • The shifting healthcare market is causing a great deal of uncertainty and angst but there are measures that healthcare providers can take to not only weather the storm but to also grow in this market. • Becoming a market leader now means moving early with a solid patient experience strategy that converts unknown consumers into loyal patients. The Shifting Healthcare Market @MelSmithJones #hcsm
- 8. Suzanne moved into your city from out of town almost a year ago. She has been busy getting acclimated to her new job and surroundings. Her health has taken a back seat to these priorities. She just received a call from her mother, and her mother informed her that her sister was diagnosed with breast cancer. This causes Suzanne to reflect upon her aunt’s battle with the same illness. Suzanne’s mom worries that Suzanne may also be at risk and pleads with her to take better care of her health. Meet Suzanne @MelSmithJones #hcsm
- 9. Increasingly, consumers engage in health information seeking via the Internet. The main reasons for this growth are related to the advantages of interactivity, information tailoring, and anonymity. • 85% of the US adult population accesses the internet daily • 40% of consumers said social media did affect their choice of a provider or healthcare organization • 45% said information online and in social media impacted their decisions around getting a second opinion • 34% said information they found online and in social media would influence their decision about taking a certain medication • 32% said this information would affect their choice of a health insurance plan Prime Source for Healthcare Information Health Research Institute. Social media likes healthcare: From marketing to social business. 2012. @MelSmithJones #hcsm
- 10. Centers of Excellence • Successful organizations have isolated 3-5 service lines of strategic importance with specific focus being given to those areas. • Common centers of excellence include pediatric subspecialty, neurosciences, oncology, heart care, orthopedics, etc. Target Markets • Selected by looking at data on your geography and mapping that information to the centers of excellence. • Some popular target markets include women (especially mothers), Spanish speakers, etc. The Foundation for Digital Strategy @MelSmithJones #hcsm
- 11. • Attracting unknown consumers from our target markets to information on our strategic centers of excellence starts with content. • Integrating healthcare information from a third party data broker like Krames Staywell or WebMD allows a healthcare organization to obtain a wealth of content with less time commitment. • Once the syndicated content is available to provide a wide array of healthcare information with a smaller content creation time investment, a healthcare system should then invest in the creation of unique content that is specific to their target markets and centers of excellence. • This information can then be placed into a hubs specific to women and cancer care. Much of the content between these two hubs can be also be cross-linked. Demonstrating Thought Leadership @MelSmithJones #hcsm
- 12. • Social media provides a healthcare organization with the ability to advertise valuable content and drive unknown consumers to the website for conversion. • The driving goals in social media are to be humble and be authentic. As a result, there is very little room in social to speak in the first person about the organization. Social media should be used solely for the dissemination of health information and as a means of bonding with consumers. • Be Innovate • Be Interactive • Tailor the Experience • Create Anonymity • Build Popularity Healthcare Social Media @MelSmithJones #hcsm
- 13. • What about unknown consumers not using social media? The interest you are creating in your content using social media attracts people not using social. This is because those on social read your content and: • Connect with it • Link to it • Send it on to others • This makes your content more likely to show up in web searches for content on their search subject. It all comes down to the quality and shareability of the content you create …but not everyone is on social @MelSmithJones #hcsm
- 14. 4 Important Conversion Tools Register for Classes Find a Provider Find a Location Schedule an Appointment @MelSmithJones #hcsm
- 15. Helping Healthcare Companies Leverage Social Media: Social Relationship Management
- 16. 16 | © 2013 Oracle Corporation | Confidential – Oracle Internal @AngWWells #HCSM Leveraging Social Media - Potential Pain Points Generate more engagement Oracle SRM ✔ ✔ ✔ ✔ ✔ ✔ Monitor and listen to comments Get social metrics that prove ROI Manage multiple social accounts Do workflows, set permissions Create cool FB apps and experiences
- 17. 17 | © 2013 Oracle Corporation | Confidential – Oracle Internal @AngWWells #HCSM • Industry’s first unified platform • Seamless transition between listening, content creation, community management, & analysis Oracle Social Relationship Management (SRM) Enterprise Social Management Platform Social Engagement & Monitoring • Monitor, segment & respond in real-time • Filter social noise & instantly analyze • Make faster decisions based actionable indicators Social Marketing • Publish targeted content across social channels • Create customized content to enable engagement
- 18. 18 | © 2013 Oracle Corporation | Confidential – Oracle Internal @AngWWells #HCSM Example Workflow Using Social Relationship Management 1. Listen to what people are saying 2. Engage with Fans and Followers 3. Create Content and Apps 4. Publish to Multiple Social Channels 5. Manage Workflows 6. Analyze Results and Get Metrics
- 19. 19 | © 2013 Oracle Corporation | Confidential – Oracle Internal @AngWWells #HCSM Best System Provides Insights • Owned: The easy part – Info you create and publish • Paid: The expensive part – Info you pay to post • Earned: The riskiest part – Info others say about you Three Key Types of Online Content PAID EARNED OWNED R E A C H CONTROL
- 20. 20 | © 2013 Oracle Corporation | Confidential – Oracle Internal @AngWWells #HCSM So How Does this Work in Healthcare? How to Motivate Potential Patients to Your Facility • Identify what topics and keywords your potential patients are using • Hear and evaluate what they say about you and your competitors LISTEN • Determine the best positioning for you • Create content that address your target patients’ needs CREATE • Promote your new content through your own channels and other channels • Monitor progress and sentiment PROMOTE
- 21. 21 | © 2013 Oracle Corporation | Confidential – Oracle Internal @AngWWells #HCSM Start with Listening What Topics Matter in Specialties that Matter to You Easily add key search terms and immediately see a list of related items Automatically use Latent Semantic Analysis to narrow to key themes and filter out unrelated noise Refine search to ensure the most accurate signal.
- 22. 22 | © 2013 Oracle Corporation | Confidential – Oracle Internal @AngWWells #HCSM Hear about Yourself and Your Competitors Not Just the Words, but the Sentiment
- 23. 23 | © 2013 Oracle Corporation | Confidential – Oracle Internal @AngWWells #HCSM Then Create Relevant Timely Content Leverage Your Experts, Your Research, New Data
- 24. 24 | © 2013 Oracle Corporation | Confidential – Oracle Internal @AngWWells #HCSM Promote Your Content Just because You Build It, Doesn’t Mean They’ll Come
- 25. 25 | © 2013 Oracle Corporation | Confidential – Oracle Internal @AngWWells #HCSM Monitor Your Progress Track Effectiveness and Sentiment
- 26. 26 | © 2013 Oracle Corporation | Confidential – Oracle Internal @AngWWells #HCSM Monitor Your Progress Track Effectiveness and Sentiment • Leverage digital body language • Capture leads and send to Marketing/Sales • Share Campaign IDs What it is Why it Matters • Serve dynamic content, based on user segmentation. • Capture more leads • Measure and Target cross-channel Social Marketing Social Engagement & Monitoring Marketing Social Leads Siebel CRM Fusion CRM CRMOD Eloqua
- 27. Questions?
- 28. Thank you for your time and attention today. Please visit us at Perficient.com
Hinweis der Redaktion
- Social Engagement & Monitoring Monitor, segment & respond in real-timeFilter social noise & instantly analyze, make faster decisions based actionable social indicatorsSocial MarketingPublish targeted content across social channelsCreate customized content to enable greater consumer participation, and to sustain deeper brand experiences
- Let’s get more specific and talk about the pain points SRM solves.Social media is proliferating and managing and scaling your social media presence nowadays without special software is a mess.This is what customers want to do and are doing with Social Relationship Management.This about a typical workflow that a Social Media Manager goes through.They want to listen to what people are saying about their brand on social media channels.Your customers are talking about your brand on social media channels. They are posting, tweeting, commenting, sharing, and liking your brand.Figure out what they are saying en mass, analyze sentiment, hear what they like and don’t like about your product, and know if they intend to purchase your product or not.Oracle SRM Listening is more accurate and filters out more “noise” than any other Social Monitoring Competitor. Plus, Only Oracle auto-filters to capture actionable customer signal for proactive CX Management.They want to engage with fans and followers.Get your prospect and customers to interact with you.This can be done by asking them questions, responding to their posts and comments, and creating engagement applications like contests and polls. Oracle SRM is the easiest-to-use application to listen and respond to social posts. Social posts are automatically categorized by the Listen engine and flow from multiple social networks into one “inbox” designed to make managing your community easy and efficient.They want to create content and apps.Whether it’s user-generated contests, polls, videos, or other interactive, engagement content, SRM lets you do this easily.They want to publish to multiple social media channels.Enterprise-level corporations, those with over 1,000 employees, now have on average 178 social media accounts.Imaging having to log in and out of each account to write something to your followers on those accounts. It’s a mess.SRM allows you to manage hundreds of social media accounts in one interface.Create great looking landing pages and publish to multiple social networks or embed on any website. Plus, Only Oracle has a solution to tie social publishing into sales, service, and commerce systems.They want to manage workflows.Social media teams are growing and becoming more global. Why take the risk of someone in your organizing publishing off-brand information. We have workflows built into SRM to make the administration of your account easy.They want to analyze results and get metrics.This is huge with our customers. They want to be able to show ROI on their social media investment. They want to show the number of people they’ve reached, the number of fans and followers that have engaged with them, and analyze trending sentiments of their brand. SRM does all this.Oracle SRM combines pre, during & post-campaign social analytics in one interface. Only Oracle can provide you with unified analytics across owned & earned media to improve social performance.
- Four in 10 consumers say they have used social media to find health-related consumer reviews (e.g. of treatments or physicians); one in three have sought information related to other patients’ experiences with their disease; one in four have "posted" about their health experience; and one in five have joined a health forum or community.
- With a few quick steps, add key search terms and immediately see a list of related items based on this topic. Using Latent Semantic Analysis, the system automatically presents themes which allows the ability to easily filter out unrelated noise and refine search to ensure the social messages for this topic are providing her with the most accurate signal.Almost half (48%) of respondents said they rely on the Internet to be informed before a doctor's visit.*Need a visual of SE&MPeople will likely search on terms like “Risk of breast cancer, breast cancer treatment Chicago, Chicago support group for breast cancer”
- Use what you have learned about what matters to customers about a treatment areaAnd what they don’t like about your competitorsTo position yourself with the solution – both to the potential patients and to the people who love them and may choose care*Need a visual to show SM – how to post content to a Facebook page for a breast cancer clinicWhen asked how information found through social media would affect their health decisions, 45 percent of consumers said it would affect their decision to get a second opinion; 41 percent said it would affect their choice of a specific doctor, hospital or medical facility; 34 percent said it would affect their decision about taking a certain medication; and 32 percent said it would affect their choice of a health insurance plan.The most trusted resources online are those posted by doctors (60 percent), followed by nurses (56 percent), and hospitals (55 percent).Cleveland Clinic has over 450 thousand Facebook followers, they want health and wellness tips, information about diseases and conditions, and news about the latest in medical innovation from the hospital’s Facebook page. The general information is usually presented by Cleveland Clinic through images, a manner they have proven to garner a higher response rate compared to purely text content
- Engaging with consumers.
- *Need a visual of metrics – seeing what’s working – showing things going up over time, if possible…
- The overview of how our SRM integrates with marketing applications including Siebel CRM, Fusion CRM, CRMOD and Eloqua. And we’ll touch more specifically on Eloqua in the next slides…