Top 5 slides from PRIME Academy june 2016
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Here are the top 5 slides from the three presentations at PRIME Academy in Sydney, June 2016. The goal of the event was to share excellence and innovation in Australian healthcare marketing. You can find more information about the PRIME Awards and Academy here http://www.primeawards.com.au
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Top 5 slides from PRIME Academy june 2016
- 1. Top 5 Slides PRIME Academy June 2016
- 2. Mobile Thinking Your Data Iterate+ + Presenter: Brad Bennett, The Hallway
- 3. 3 INFOTAINMEN T • Medically themed app-based quizzes and games • Crosswords • Medical oddities & trivia • Travel and food GENERAL INTEREST • Clinical updates • Broader socio-political context • GPs in trouble • Complementary medicine SUMMARY GUIDES • 5-10 minute How to Treat – easily searchable • Guidelines • 3 minute summary on new treatments DEPTH EDUCATION • Journal papers • CPD points LIGHT SERIOUS GPs ARE PEOPLE TOO Source: “GP day in the life” research, Cirrus 2014 Presenter: Matt Rowley, Cirru
- 4. Never 38% Weekly 10%Monthly 8% Daily 44% GP Facebook use frequency 62% 28% GP usage Social platform choice Facebook Twitter Presenter: Matt Rowley, Cirrus Media
- 5. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 0 60 120 180 240 300 360 420 480 540 600 PercentofCOMPLETEviews Video length in seconds Red and Blue label video engagement vs video length Blue Label Red Label Presenter: Matt Rowley, Cirrus Media
- 6. ‘Sometimes reality is too complex. Stories give it form.’ Jean Luc Godard French Swiss Film Director and Screenwriter Presenter: David Cousins, Ward 6
Editor's Notes
- Digital excellence in healthcare marketing may come from some surprising places. But if you want to create your own magic you should consider 3 things: How can mobile thinking improve your service and message design? How can you use your amazing wealth of data to deliver hyper-contextual, hyper-personal experience? How can the service or message evolve? I would love to see a seemingly routine GP comms effort leverage these trends and win in 2016 or 2017.
- Doctors are humans like the rest of us! They too consume all types of content, as we at Cirrus have made a successful business out of for decades. In pharmaceuticals and healthcare, we’ve engaged HCPs through education for years. Content marketing looks at the rest of the content spectrum to see where we can engage HCPs.
- A poll on Australian Doctor and Medical Observer showed that, perhaps unsurprisingly, GPs use social media just like the rest of us. How are we using this in Healthcare?
- This chart shows how HCPs will deeply engage with video content, generating completed view rates into the 80% rate, and averaging around 50%. Blue Label content is independently produced with a an educational grant. Red Label content is either promotional or has client supplied content. The chart shows that while independent content tends to perform better, red label can still generate very high levels of engagement.
- Storytelling is becoming critical to modern marketing. The PRIME Award winning ‘Patients you know’ campaign for Galvus Exforge showed that adopting a story telling approach can make the complex clear and powerful.