It's time to think beyond hospital digital marketing table stakes and embrace a new generation of provider digital marketing. It’s “advertising without the ads” and works best when weaved into the organization’s operational fabric. A recent presentation at the Greystone Healthcare Internet Conference shares how creating valuable digital services can build engaging, life-long patient relationships that improve hospital service, raise satisfaction and build a better care experience.

1. What’s next in healthcare!
digital marketing?
White Rhino, 2014 Greystone Healthcare Internet Conference

2. Healthcare marketing is changing

3. Because the average person
IGNORES !
5,000+ ads per day
Source: CBS “Cutting Through Advertising Clutter
September 17, 2006

4. But audiences pay attention !
when marketers get personal
!

5. SO MAKE AN EMOTIONAL CONNECTION
a Heart-Mind Connection!
!
(Because who better to make a personal
connection than a healthcare marketer?)

6. Following this approach means you!
won’t always have to use the same tools

7. linkedin
mobile
facebook
landing pages
adwords
apps
blogs
content
email
instagram
ebooks
flickr
infographic
microsites
SEM
social media
websites
responsive
SEO
tumblr
twitter
whitepapers

8. Because the next evolution of healthcare
marketing is heading in a new direction

9. “As patients behave more like consumers,
healthcare organizations need to deliver a
higher level of personalized service,
satisfaction and overall experience – !
or risk losing business to the competition.”

10. SUCCESSFUL HEALTHCARE MARKETERS WILL USE VALUABLE
CONTENT TO EXTEND THE PATIENT EXPERIENCE CONTINUUM
Typical Hospital View
Consumer View
Extend the Patient Experience before Research & Preparation and after Follow-Up with Valuable Content

11. By being there all the time vs. !
being there only when people are sick

12. Healthcare marketers!
will have built a lifetime relationship

13. And that’s what we call

14. Advertising

15. Advertising!
without the ads

16. But how?

17. To delight audiences with !
unexpected experiences

18. And build long-term loyalty!
into our marketing programs

19. We must weave digital marketing programs into !
the operational fabric of our healthcare organizations

20. Lucky for us, there’s a few !
brands we can learn from

22. For example

23. What if scheduling a
doctor’s appointment
was as easy as booking
a table for two?

24. It might look something like this

26. Or

27. What if getting health
advice was as easy
and secure as chatting
with a close friend?

28. It might look like this

30. And what if hospitals
used hyper-targeted
and personalized geo-fencing
approaches to
send special push
notification messages?

31. Arriving at the hospital parking!
lot might look like this

32. !
Hi, Shawn. Welcome to !
Massachusetts General
Hospital.
!
Your appointment is at 3:00 pm !
in the Yawkey Building, 3rd floor
suite 302.!

33. What if finding your way through a hospital
was as easy as this

35. That might look like this

37. And, what about this?

38. No one ever said
“Wow, my lab results
are easy to read.”

39. The lab result re-imagined
Our White Rhino designers had a little fun re-imagining a healthcare
future where experiences are fun, entertaining and near-addictive!
Imagine a lab result that was educational, interactive and linked to
hospital services. Wouldn’t people actually look forward to logging
into their hospital patient portals to play a greater role in modifying
and improving their results year over year? I know I would.
250
Heart Attack Risk 65%

40. The lab result re-imagined
250
Heart Attack Risk 65%

41. The lab result re-imagined

42. The lab result re-imagined
250
Heart Attack Risk 65%

43. The lab result re-imagined
235
Heart Attack Risk 46%

44. The lab result re-imagined
195
Heart Attack Risk 28%

45. The lab result re-imagined
175
Heart Attack Risk 12%

46. An app like that might be just what the doctor
ordered to motivate patients into action

47. After all, instead of a filing
cabinet of health data,
patients are much more
interested in what their data
can do for them.

48. And finally, this new way of thinking

49. Can even position healthcare marketers as!
new revenue stream creators

50. A private nutrition expert in your pocket for $15/week

51. So the next time a physician asks !
you to help grow her practice…

52. Instead of this

53. linkedin
mobile
facebook
landing pages
adwords
apps
blogs
content
email
instagram
ebooks
flickr
infographic
microsites
SEM
social media
websites
responsive
SEO
tumblr
twitter
whitepapers

54. Build relationships like this

55. Change patient behaviors to keep them!
healthy and out of the hospital
Simple, invisible “companion apps” as the marketing program
Aqua now
Less than 50 percent of your daily
intake has been consumed.

56. And like this

57. Four examples of companion Apple Watch apps as
“hospital department marketing programs”
28:03!
Imagine submitting your health data before
even arriving at your doctor’s office using:
• Pollen: Detects the time of year, your location and syncs
with your Apple HealthKit profile to display relevant pollen
count stats (Allergy and Immunology Department)!
• Proximity: Helps patients suffering from depression avoid
locations that trigger a negative memory like “Work” or
“Jennifer’s house” (Psychiatry Department)!
• Monitor: Heart surgery patients get notifications of
increased heart rate and blood pressure to help manage
their recovery (Cardiology Department)!
• Sun: Monitors your 30 minutes of daily sun intake to
maintain optimal year-round vitamin D levels (Dermatology
Department)

58. And that’s advertising!
without the ads.

59. SO WHAT’S NEXT IN HEALTHCARE MARKETING?
Fun, entertaining and near-addictive !
experiences, that lead to greater brand !
loyalty, increased consumption of !
services and higher patient volume.

60. Share your experiences and
contact White Rhino to learn more
#digitalhospital #hcmktg
Shawn Gross
Chief Digital Strategist!
Healthcare Practice Lead
shawn@whiterhino.com
@shawngross!
whiterhino.com !
!