1.
Be Authentic.
Presented by:
Adam Hajnos / Art Director
Brian Batchelor / Creative Director
Healthcare Marketing
TRIANGLE MARKETING CLUB

2.
Be Authentic.
Brandon Ives
managing partner
#BrandStrategist
#Entrepreneur
#OnlineMarketer
#DigitalHealth
#Dad
#Christian
#Musician
“Be great by helping
others become great.”

3.
Be Authentic.
ADD GRAPHIC
Storm of Complexity

4.
Be Authentic.
Storm of Complexity

5.
Be Authentic.
Presented by:
Adam Hajnos / Art Director
Brian Batchelor / Creative Director
Healthcare Starts And Ends With The Patient.

6.
Be Authentic.
Rising Costs
Americans will spend over $30 trillion on healthcare. Cost to do business continues to rise.
Patient Consumerization
85% of Americans believe they now have more control of their healthcare; WebMD, Social Media, Cost
Transparency
Evolving Technology
Exciting new advancements are great for patients, overwhelming for doctors, and costly for everyone.
Opposing Transactional Model
The current fee-for-service model is conflicting with the growing patient-centered, population wellness model.
Glacial Factors Affecting Healthcare

7.
Be Authentic.
Consolidation
Physician practices, hospitals, pharma companies, and insurance companies alike are merging for market position.
*Branding * PR
Consumerization
“PATIENT POWER”. Patients continue to feel more empowered; not blindly following their doctor’s orders.
*Digital Marketing
Data-Driven
Organizing and Interpreting Data Analytics Will Drive Healthcare Decisions
*Analytics * Metrics * Development
Regulations
From patient engagement and privacy, to ObamaCare there are many hurdles to jump for marketers.
*Marketing Strategy
Trends

8.
Be Authentic.
Opportunities
• Branding & Market Strategy – mergers/acquisitions
• Community Outreach & Public Relations– storytelling /population health
• Patient Retention – nurture campaigns / system leakage
Health Systems & ACO’s
Challenges
• Mergers & acquisitions for group purchasing power & market positioning
• New standards in population healthmeans systems are needing to reach masses
• System Leakage – patients may be leaving the all-inclusive care reach of the health
system to receive care from outside providers or practices.

9.
Be Authentic.
Successful Campaign
Banner Health
Patient Engagement Campaign
• Series of Educational Content
• Easy Consumption
• Social Media Driven
• Infographic Heavy

10.
Be Authentic.
Opportunities
• Patient Acquisition & Retention
• Physician Referrals
• Digital Marketing
Physician Practices
Challenges
• Expanded services (existing patients) & Reaching new patients
• Lack of understanding
• Lack of time & resources

11.
Be Authentic.
Successful Marketing
Unified Women’s Health
Online Reputation & Branding
• Website & Optimization
• Physician Profile Building
• Monitoring Patient Feedback
• Patient Surveys
• Reputation Improvement

12.
Be Authentic.
Opportunities
• Branding – clinical studies & go to market
• Media Planning & Buying (online & offline)
• Web & App Development (creative ways to target)
Pharma / Clinical Research
Challenges
• Squeezed Budgets
• Locating & managing quality clinical trial sites
• Identifying & attracting patients with conditions for trials

13.
Be Authentic.
Insurance Providers
Healthcare Support Services (Technology + Professional Services)
Medical Device Companies
Government / Academic / Non-profit
Technology Startups
Other Opportunities

14.
Be Authentic.
Leading Innovation

15.
Be Authentic.
Our Problem Solving Process

16.
Be Authentic.
How We Execute

17.
Activity Time!

18.
Be Authentic.
Activity: Hack A Problem
Patient Communications:
Break in to groups by number
1) Patients
2) Providers
3) Pharma
3) Payors/Insurance
*Come up with an important problem for your group &
quickly hack a possible solution in 15 minutes.

19.
Be Authentic.
Presented by:
Adam Hajnos / Art Director
Brian Batchelor / Creative Director
THANK YOU
BRASCOMARKETING.COM
PRACTIMAGE.COM