A presentation from UP THERE EVERYWHERE at Digital Health Days Stockholm 24 September 2015 on how the world of marketing for health care has changed and how to evolve through inbound marketing.

1. u p t h e r e e v e r y w h e r e . c o m
Things have changed
Has your marketing?
Digital Health Days 2015
24th September

2. We’re UP.
We’re High Involvement.
And we are pleased to meet you!

3. Robert England, PhD
Lead, UP for LIFE
Robert is a scientist who
has worked in global
branding, marketing and
communications for over
25 years.
He lives in Sweden.
ROBERT

4. Elizabeth Nelson
Researcher
Elizabeth has worked in
behaviourial research for
over 10 years.
She is currently doing a
PhD on the psychological
effects of using wearable
technologies.
She lives in Holland.
ELIZABETH

5. David Holzer
Writer
A writer for many years,
David has worked on
digital projects for
organisations ranging
from global household
names to niche non-
profits.
He believes all great
communication tells the
truth.
David divides his time
between Mallorca and
Hungary.
DAVID

6. Marie-Hélène Dibenedetto
Social Media Strategist
Marie-Hélène has 15
years of experience in
marketing and corporate
communications. She
specializes in social
media and digital
marketing.
She lives in Belgium, but
her home is where
there's wifi.
MARIE-HÉLÈNE

7. TODAY
Disruption
Attraction
Credibility
Leverage
Today’s talk

8. Robert England
Lead, UP for LIFE
How Digital disrupted Marketing

9. Things have changed

10. Power has shifted
Digital + Internet

11. THE ANALOG WORLD
The seller
The buyer
Brochures
Application notes
Customer visits
Pricing

12. DIGITAL WORLD 1.0
The sellerThe buyer

13. DIGITAL WORLD 2.0
The seller
The buyer

14. DIGITAL WORLD 3.0
The sellerThe buyer

15. DIGITAL WORLD 3.0
The sellerThe buyer
Content
(or Inbound) Marketing

16. Cold Calling & Mass E-Mail?
Or Google Search & Social Media?

17. QUESTION:
How will you find
new customers?

18. You don’t.
They will find you.

19. Outbound marketing
Exhibitions
Tele sales
Direct mail
E-mail blasts
Printed material
$
OUTBOUND MARKETING
The buyer The seller

20. Film
u p t h e r e e v e r y w h e r e . c o m

21. Leverage from the power of
digital & social media
Content & Inbound marketing
Blogs News Content
INBOUND MARKETING

22. Inbound marketing
The customers you want
find you
Measurable
Targeted
Effective
Software to
automate,
co-ordinate and
measure
Valuable
Content
Valuable
Content
Valuable
Content
Valuable
Content
Subtle
Quality
Quantity
Valuable
Content
Valuable
Content
INBOUND MARKETING
The buyer The seller

23. no idea
- who is visiting your website
- what they are doing there
- if the marketing materials do
the right job
‘I have no idea what I’m
doing – but I am busy’
BUSY DOING NOTHING

24. Inbound is like a
relationship

25. People are central to your inbound marketing strategy
WHO ARE YOU COMMUNICATING WITH?

26. Andreas Endrédi
Healthcare consultant
Today, he is a healthcare
management consultant
at KPMG.
Previously Head of
Management Systems at
Uppsala County Council.

27. Follow the patient
Challenges in the Swedish
healthcare system
Andreas Endrédi

28. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity.
All rights reserved.
Swedish healthcare consumes about 9% of GDP
Healthcare in Sweden costs
about SEK 200 billion/year
Although Sweden has top class
healthcare, there is great potential
for improvement

29. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity.
All rights reserved.
A challenge for the Swedish healthcare system
In the Skåne region, patient injuries cost nearly SEK 650 million/year
Use the time of key personnel like nurses better

30. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity.
All rights reserved.
We don’t have the right information
Information
overload
Information
gaps

31. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity.
All rights reserved.
Identified quality problems were escalated to the hospital director.
But was this the right decision?
An example: hip fracture surgery

32. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity.
All rights reserved.
Patient
group
Accessibility
(waiting time)
Patient’s
experience
Functional
outcome
Medical
outcome
Cost
Patient group A
Patient group B
Patient group C
Patient group D
Patient group E
Patient group F
Patient group G
Patient group H
Hip Fracture
Patient group J
Patient group K
We need information on the quality of care for each patient group

33. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity.
All rights reserved.
Patient
group
Accessibility
(waiting time)
Patient’s
experience
Functional
outcome
Medical
outcome
Cost
Patient group A
Patient group B
Patient group C
Patient group D
Patient group E
Patient group F
Patient group G
Patient group H
Hip Fracture
Patient group J
Patient group K
Does the big picture look like this?

34. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity.
All rights reserved.
Patient
group
Accessibility
(waiting time)
Patient’s
experience
Functional
outcome
Medical
outcome
Cost
Patient group A ? ? ?
Patient group B ? ? ?
Patient group C ? ? ? ?
Patient group D ? ? ? ?
Patient group E ? ? ?
Patient group F ? ? ? ?
Patient group G ? ? ? ? ?
Patient group H ? ? ? ? ?
Hip Fracture
Patient group J ? ? ? ? ?
Patient group K ? ? ? ?
It might look more like this
Good Fair Poor

35. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity.
All rights reserved.
We don’t have the right information
We don’t know where to focus our
resources to treat patients better.
How can we manage healthcare
if we don’t have the information?

36. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity.
All rights reserved.
We need to organise care to match the patients’ journey
Quality suffers when patients
transfer between care providers.
We need to get process-oriented.

37. ‹#›© 2015 KPMG AB, a Swedish limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity.
All rights reserved.
Focus on better management systems
We need to invest
in management systems.
We invest disproportionately
in property development.

38. Elizabeth Nelson, PhD Candidate
Writer & Digital Health Researcher
Engaging Research

39. Archaic Traditions
Medical Hierarchy
History of Research

40. Hospitals do not run like other businesses
The Challenge

41. Culture of Medicine
Doctor Patient Relationship
Past Experience
How is healthcare different?

42. Low response rate (10% considered acceptable)
One way communication
Little feedback
Old Forms of Research

43. Technology is creating a research evolution
Engaged participant
Technology

44. Utilize technology to engage participants/patients
What I’d do

45. Determine Insight Gap
Develop Pilot studies
Measure Success
Extend Research
How to get started

46. A new relation between participants & researchers
The Informed Patient

47. What to expect
The Future

48. David Holzer
Writer
Writing to believe

49. Nothing has changed

50. Recognition
Usefulness
Belief
Good writing

51. Clarity
Relevance
Timeliness
How?

52. Brief
Reference
Access
The process

53. Transparency
Dialogue
Responsiveness
The process 2

54. Your audience believes you
They act
You win
The result

55. Write copy that healthcare
decision-makers can use
The challenge

56. How I’d do it

57. A blog for people who care about
the future of Healthcare
“Hospital Health Check”

58. Because your biggest potential asset is staring you
in the face
Harnessing patient power

59. How treating the silo condition leads to healthy
information flow
Joining the data dots

60. Now we’re moving from volume to value-based
care, how do you find the best way forward for
your hospital?
What do you base your value on?

61. When people believe
what you’re saying,
good things happen.

62. Marie-Hélène Dibenedetto
Social Media Strategist
Social media as leverage

63. Film
u p t h e r e e v e r y w h e r e . c o m
The G7 Campaign
A campaign for the
International Diabetes
Federation

64. u p t h e r e e v e r y w h e r e . c o m
• 11,4M + 8,9M people reached
• 4.000 retweets, 5.100 favorited tweets, 3.610
new followers
• #diabetes second most associated topic with
G7 on Twitter

66. u p t h e r e e v e r y w h e r e . c o m
74.677 website visits
in 5 days

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71. u p t h e r e e v e r y w h e r e . c o m

72. u p t h e r e e v e r y w h e r e . c o m

73. >90%
Internet access

74. 63,9%
Mobile internet access

75. > 5h 30m
On the Internet

76. 64%
Facebook users

77. 1,5 M
Swedes on LinkedIn

78. ARE WE SPENDING OUR MONEY IN ALL THE WRONG PLACES?
Time People Spend
Budget Advertisers spend

79. u p t h e r e e v e r y w h e r e . c o m

80. u p t h e r e e v e r y w h e r e . c o m
• Lack of resources
• Continuous changes
• Fear of not being able to measure
Why have we not made the switch ?

81. u p t h e r e e v e r y w h e r e . c o m
#patientpower

82. Robert England
Life Science Strategist
Summing it up

83. Inbound marketing is a
relationship

84. TOO MUCH TOO SOON
First date:
‘You’ll make a
great father!’

85. In a relationship, you…
Speak the truth
Prepare for your date – do your homework
Don’t stalk or come on too strong
Respect the time it takes
Show interest – don’t talk about yourself
Don’t advertise your ‘product’
Combine all the skills: writing, research, social, and strategy
We already have experience that you need
RULES OF ENGAGEMENT

86. Help people find you
Searchable and shareable
Supply content that your persona is seeking, and that can be shared.
SEO and SEM put messages right in their search results.
GET FOUND ONLINE
Hip fracture statistics

87. Film
u p t h e r e e v e r y w h e r e . c o m
The person you are writing for is a real person. Respect them.

88. u p t h e r e e v e r y w h e r e . c o m
Give yourself a break.
Request your free marketing assessment from: robert@upthereeverywhere.com