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What Moves The Needle For Healthcare Marketers

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What Moves The Needle For Healthcare Marketers

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This is a presentation that was given to the Triangle Marketing Club in Raleigh, NC on the topic of trends in healthcare marketing. The presentation was given by Brandon Ives, CEO of PractImage. PractImage is a patient sentiment analysis and online reputation application for healthcare providers. Brandon is also managing partner at Brasco ///, a creative branding and digital marketing agency that serves clients in healthcare.

This is a presentation that was given to the Triangle Marketing Club in Raleigh, NC on the topic of trends in healthcare marketing. The presentation was given by Brandon Ives, CEO of PractImage. PractImage is a patient sentiment analysis and online reputation application for healthcare providers. Brandon is also managing partner at Brasco ///, a creative branding and digital marketing agency that serves clients in healthcare.

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What Moves The Needle For Healthcare Marketers

  1. 1. Be Authentic. Presented by: Adam Hajnos / Art Director Brian Batchelor / Creative Director Healthcare Marketing TRIANGLE MARKETING CLUB
  2. 2. Be Authentic. Brandon Ives managing partner #BrandStrategist #Entrepreneur #OnlineMarketer #DigitalHealth #Dad #Christian #Musician “Be great by helping others become great.”
  3. 3. Be Authentic. ADD GRAPHIC Storm of Complexity
  4. 4. Be Authentic. Storm of Complexity
  5. 5. Be Authentic. Presented by: Adam Hajnos / Art Director Brian Batchelor / Creative Director Healthcare Starts And Ends With The Patient.
  6. 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. 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. 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. 9. Be Authentic. Successful Campaign Banner Health Patient Engagement Campaign • Series of Educational Content • Easy Consumption • Social Media Driven • Infographic Heavy
  10. 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. 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. 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. 13. Be Authentic. Insurance Providers Healthcare Support Services (Technology + Professional Services) Medical Device Companies Government / Academic / Non-profit Technology Startups Other Opportunities
  14. 14. Be Authentic. Leading Innovation
  15. 15. Be Authentic. Our Problem Solving Process
  16. 16. Be Authentic. How We Execute
  17. 17. Activity Time!
  18. 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. 19. Be Authentic. Presented by: Adam Hajnos / Art Director Brian Batchelor / Creative Director THANK YOU BRASCOMARKETING.COM PRACTIMAGE.COM

Hinweis der Redaktion

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  • Rising costs - $30 trillion...that number is mind boggling…once you get in to the trillions of dollars most of us are just like uh yeah that’s a lot of money. But we don’t really comprehend it. GAME – True or False… $30 Trillion is more than the United States debt (TRUE). When you look at per capita spend in healthcare – who pays the most for healthcare (US). We pay twice as much as the UK. We pay And costs are rising…due to costly technology, insurance, pharma, everyone is plays a part. Its not just a the doctors making all the money….believe it or not
  • Unlimited amount of stats
  • Unlimited amount of stats
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  • Be Authentic…don’t fake it. . Don’t try to be perfect b/c perfect is stiff and boring.
  • Be Authentic…don’t fake it. . Don’t try to be perfect b/c perfect is stiff and boring.

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