The State of Healthcare Marketing in 2017

 

edetailing improves healthcare sales and marketing

Healthcare is going digital around the world, but many pharma sales and marketing executives are reluctant to experiment with newer digital channels.

This gap adds friction to a traditional healthcare sales process that is already eroding from reduced Healthcare Provider (HCP) availability, increased channels, and influence from third-party medical content providers.

Our first article, today, explores the need for e-detailing in Pharma, Biotech, Devices, and Diagnostics sales and marketing, and how digital detailing applications both enhance pharma sales and delight HCPs at the same time.

The Current Situation

The 2015 Digital and Multichannel Marketing Customer Survey from Quintiles revealed an updated set of facts and figures related to pharma sales reps (PSRs) and their use of traditional detailing and new e-detailing strategies.

Quintiles identified 3 basic strategies for pharma sales interactions:

  1. Live Channel – in person, one-on-one interactions over the phone or face-to-face, and often with the company’s most valuable customers. These are recorded and tracked in the company’s pharma CRM software. Interaction inputs can be automated and/or manual.
  2. Personal (digital) – personalized and tailored digital interactions that reflect the recipients’ interests. Also known as e-detailing (or edetailing) in pharma, this can include personalized emails, social media interactions, and one-on-one live virtual (co-browsing) meetings. The interactions are recorded and tracked on a delivery platform such as pharma sales enablement software, and this may include pharma CRM integration for complete automation.
  3. Non-Personal (digital) – HCPs accessing information through widely available channels. These include websites, blogs, and bulk emails. Personalization does not occur at this level, and interactions are typically tracked via cookies and an automation platform, or at an aggregate level.

So, which engagement strategy is the best?

Liz Murray, senior director for multichannel strategy at Quintiles suggests that “the future belongs to an integrated multichannel approach, based on a combination of live, personal and non-personal digital interactions.”

How E-Detailing Improves Pharma Sales and Marketing

1. Channel Reach With Preferred Interactions

Both patients and HCPs increasingly use digital channels, sources, and devices to access healthcare-related information however, these sources fall under the “non-personal” category of digital sales content.

This means that the information may not be relevant to the HCP, they may draw the wrong conclusions, or the healthcare content could bear some conflict of interest while providing medical information.

In-person detailing is still a popular method for communicating pharma manufacturer products and services to HCPs. However, this strategy is time-consuming, requires specific and rigid scheduling, and doesn’t guarantee outcomes for the HCP or the PSR.

Meanwhile, 91% of HCPs stated that they were willing to repeat the experience of having an e-detail for the following reasons (Source: Quintiles, 2015):

  • Ease of rescheduling
  • Better fit into work schedule
  • No need to commit to being at work
  • Clear time savings.

E-detailing improves customer engagement from healthcare professionals.

  • Doctors spend an average on 7.5 minutes per e-detail versus 2 minutes for a traditional sales call
  • 89% of HCPs reported that e-detailing was a faster way to obtain information. (Source: EyeForPharma, 2006)

 

2. Content Management With Desired Engagement

HCPs have time constraints that restrict availability for sales presentations, and they are growing distrustful of PSRs because of mismatched objectives during the meeting.

2016 study by Health Link Dimensions revealed that only 11{0c9eaed65e39ec280a4f7a28d16f27c0a279cd1ff8c940ccbc196d3de05b887b} of HCPs preferred an in-person visit from a company representative.

Quintiles’ research supports this view, where almost two-thirds of physicians agree that e-detailing represents the future of promotional contact, and want to spend half of their engagement time through this channel.

Although a face-to-face interaction builds trust and a solid foundation for relationships, the approach is disconnected from the time-strapped nature of today’s healthcare industry, and creates friction as both healthcare sales reps and pharma sales reps continually push sales tactics that drain valuable patient time.

E-detailing breaks free from traditional paper-pen interactions and adopts a sales stack approach that facilitates the needs of a contemporary healthcare buyer. Content management software such as pharma sales enablement creates a more responsive healthcare sales rep by optimizing the search and find process for medical sales content.

As for effectiveness, almost half of HCPs surveyed have indicated that e-detailing is more effective than face-to-face, and 75% of HCPs expect their prescribing to increase as a result of digital personal engagement.

 

3. Implicit Analytics With Automated Compliance

Two divergent challenges demand the use of analytics across the healthcare sales cycle.

Challenge 1 – The life science industry is heavily regulated, and communications are controlled to encourage greater accuracy when representing healthcare products. Unfortunately, once a company has mastered a particular channel, they are reluctant to adopt new channels and technologies that may introduce additional compliance risk.

Challenge 2 – The touch-and-go nature of pharma sales means that a single HCP might interact with multiple PSRs across the Care Flow. PSRs manually update a pharma CRM system with anecdotal information so that other representatives can continue a discussion in the future. This approach is error prone and highly inconsistent.

Yet both of these challenges can be addressed with a dedicated e-detailing pharma software program that is integrated into the CRM and manages sales performance.

Compliance can be automated with a set-and-forget protocol that ensures each target in the CRM receives the appropriate content in line with regulations, while filtering out those they shouldn’t see.

Meanwhile, historical HCP behaviors with content can be tracked and automatically updated in the CRM, and incoming PSRs can pick up wherefrom the previous left-off because predictive analytics filter content in real time to reduce repeat interactions.

Pharma sales enablement also integrates with CRM to automatically update the account information in real time, and enable the PSR to access the CRM on any mobile device.

This process of automated CRM updating is called closed-loop marketing, and these real-time insights help marketing and content teams to create material that effectively supports the sales process.

 

E-Detailing With Sales Enablement

The benefits of e-detailing are clear, and many HCPs prefer a digital approach that enables them to guide their personal decision-making process at their desired time. As explained by Liz Murray, “the field role offered a 1:1 interaction… and it is that relationship that needs to be brought up to date.”

New challenges and constraints are redefining HCP engagement, and demand an omnipresent sales rep who can mitigate the challenges defined in this article, while wielding technology as an enabler of greater productivity and engagement. To learn more about the omnipresent sales rep approach,download the free whitepaper.

 

 

What Content Do HCPs Want From PSRs?

Adopting e-detailing and pharma sales enablement across your sales process is the first step to enhance digital engagement with your customers.

The next is using the right content across your interactions to receive the engagement you’re looking for. In our next article, we’ll explore the top content types preferred by HCPs. (Do subscribe to get the blog updates directly in your inbox.)

 

If you think your healthcare sales and marketing is ready for a revolution, book a demo and let our sales specialists show you the value in having an omnipresent sales force.

 

http://blog.omnipresence.indegene.com/how-e-detailing-improves-healthcare-sales-and-marketing

On – 13 Apr, 2017 By Kent Potts

Most hospitals/health systems are engaging in content marketing but many are finding it to be only somewhat effective in achieving their business goals, according to recent research from True North Custom.

The report was based on data from a survey of 101 healthcare marketing executives who work for hospitals and health systems of various sizes in the United States.

Some 69% of respondents say their organization is already engaging in content marketing and 17% say their organization plans to start engaging in content marketing in 2017.

Just over two-thirds (66.7%) of respondents say their content marketing efforts are somewhat effective; 27.8% say their content marketing efforts are very effective; and 5.6% say they are not effective.


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The types of content being produced most by hospitals/health systems are social posts, articles, videos, newsletters, and blog posts.

The social networks used most by hospitals/health systems to distribute content are Facebook, Twitter, and YouTube.

Some 53.1% of hospitals/health systems are posting content to social media daily; 46.9% are publishing new content to their websites at least weekly.

About the report: The report was based on data from a survey of 101 healthcare marketing executives who work for hospitals and health systems of various sizes in the United States.
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On – 03 May, 2017 By Ayaz Nanji

https://econsultancy.com/blog/68993-a-day-in-the-life-of-head-of-marketing-at-a-private-healthcare-clinic/

On – 18 Apr, 2017 By Ben Davis

The federal Anti-Kickback Statute (AKS) establishes criminal and civil penalties for persons who offer, pay, solicit or receive anything of value, directly or indirectly, in exchange for referrals. The AKS has been interpreted as covering any arrangement where one purpose of the payment is to obtain money for referral of services, or to induce further referrals.

In addition to exclusion from federal payer programs, criminal penalties for violating the AKS include fines of up to $25,000 with jail time of up to five years per violation. Civil penalties include $50,000 per kickback, and three times the payments received unlawfully by providers.

 

Frequently, physician practices like to pay marketers based on a percentage of the business generated. This arrangement limits the practice’s upfront costs and motivates effort.

Although not strictly prohibited, the federal government scrutinizes these arrangements because the financial incentive creates a risk of increased costs to federal government programs.  The concern is that if you are rewarding people for generating referrals, they may try to solicit patients and push treatment that might not be needed.

Given the risks involved, it is not prudent to pay marketers based on a percentage. An arrangement won’t be scrutinized, however, if it meets the requirements of a “safe harbor,” which is an exception to the AKS.

There are two safe harbors that commonly apply to marketing arrangements: bona fide employee relationships and personal services and management contracts.

http://medicaleconomics.modernmedicine.com/medical-economics/news/how-physicians-can-limit-their-risk-healthcare-marketing

On – 10 Apr, 2017 By Array

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Consumer Engagement: New Tools and Capabilities for Health System Marketing

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Report: Are Marketing and PR Merging?

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On – 18 Apr, 2017 By

 

customer-feedback-healthcare-marketing.jpg

When it comes to marketing, the most compelling content comes from your audience’s own words.

 

Voice of the Customer, or VOC, relies on the idea that customer needs, preferences, responses, and opinions change over time. VOC marketing works to capture that customer information and translate it into actionable marketing decisions.

Fortunately, much of the philosophy surrounding traditional VOC marketing applies cleanly to the healthcare industry. Patients, like all customers, crave value. One of the best ways to deliver that value is to discover exactly what customers think—in other words, listening to the Voice of the Customer.

Here are five ways healthcare organizations can collect and harness VOC data to inform meaningful marketing decisions.

Open Up the Lines of Communication — Your Patients Want It!

For some industries, it’s tough to shake out feedback and opinions from customers. This just isn’t the case in healthcare, which may be why the American Journal of Surgery called healthcare “the purest form of a service industry.” This is a huge missed opportunity for healthcare providers that do not have a process for gathering feedback from their patients.

Part of guiding patients into a communications funnel is providing them the kind of communications opportunities they want. This takes both industry know-how and common sense. For example, some research shows that two-thirds of customers prefer to provide feedback online, but what if you run a geriatric clinic with many patients who are unlikely to take advantage of an online feedback service?

Offering appropriate avenues of feedback is critical to obtain the most accurate and thorough customer feedback data possible, whether paper-based in-clinic feedback forms, phone calls, emails, or surveys, to name just a few.

Apply Segmentation When Choosing Survey Recipients

You’re going to get the greatest response rate (and the most meaningful responses) from surveys delivered to the right patients at the right time. Part of this is good segmentation—you’re not going to be able to extend surveys to a customer segment you haven’t identified.

A good example of a system that uses segments to inform survey decisions is the federal Veterans Health Administration, which sends surveys to its recently discharged patients and extended-care patient segments. These segments will provide different information than other segments, and choosing the right one depends on your research and the specific content of the survey.

Use VOC Marketing Methods to Improve Patient Care

Healthcare systems worldwide have determined that customer feedback can improve the quality of patient care, but to achieve this admirable goal, feedback must be applied effectively. The same goes for healthcare marketing.

Remember: Actionable data requires good data.

The Agency for Healthcare Research and Quality recommends acquiring good patient feedback data through a variety of methods, including:

  • Patient shadowing during medical visits
  • Observations of patients using patient portal
  • Structured feedback forms
  • Unstructured “Suggestion Box”
  • Carefully-planned patient surveys

These methods are far from an exhaustive list, but they’re a great tool for healthcare organizations to use when they’re getting started with VOC marketing.

Capture Both Solicited and Unsolicited Customer Feedback

When patients aren’t talking directly to you, that doesn’t mean they’re not talking. In fact, one of the most influential unsolicited customer feedback mechanisms is online reviews.

Over 75 percent of patients read online reviews before choosing a new doctor, and in some patient populations, over half of patients have written an online review of their doctor. With so many patients talking, not listening to these sources of unsolicited feedback is a big missed opportunity.

You Have the Data…Now What?

Once you’ve done your research, identified your strategies, segmented your patients, and captured your data, it’s time to put those numbers to work. Translating data into actionable marketing strategies is going to require some data analysis. Finding the appropriate software, hiring the appropriate analysts, or outsourcing to a data consultant will help you make sense of your results.

The bottom line: Effective healthcare marketing demands listening to the Voice of the Customer, and in this industry, that means your patients. VOC is all about learning to connect with customers in a meaningful way. Healthcare organizations should take a page from marketers in other industries—and take advantage of the fact that VOC marketing applies just as well to patients as it does to any consumers. 

Learn More

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https://www.truenorthcustom.com/blog/5-tips-harness-customer-feedback-healthcare-marketing

On – By Kayla Anderson

 

Digital Marketing in Healthcare Industry

Digital Marketing in Healthcare Industry
Rizwan Ahmed

Over the last few years, every industry is welcoming the big data and digital marketing in their line of business due to its numerous advantages. While it was possible in the earlier days to reach out the customer through the traditional way of marketing, but now it is difficult to target, as we have seen how innovative technology is taking over and how people got scattered on various medium. For most of us, a question might arise how can marketing spread its footprints in the healthcare industry?

A recent report reveals that out of 20 searches on Google one search will be related to healthcare this is because, as a maximum number of people going online for information and searching for a solution for their health related issues. Formerly word of mouth marketing played a vital role in the healthcare industry; as we used to visit a doctor on the recommendation given by the family and friend zone even though his/her clinic is miles away. Healthcare marketing is not a new one for us, we have seen it earlier also in various form like

  1. Organizing Health camp by hospitals.
  2. Radio ads.
  3. Doctor promotion via scrolling on T.V sets.
  4. Testimonies.
  5. Banners on public transport.

Why Digital Marketing & Healthcare Are Coming Together?

In the present world due to advancement in medical science as an individual, we started concentrating more on our health these days.

Though we might be slow using digital marketing strategies in India, but most of the developed countries are using these digital marketing techniques to drive patients to their hospitals and clinics. On the other hand, Indian public is largely driven by the cash payments for care and services, wherein the other countries it is insurance policy driven.

Google collaborated with Inc., compete.com to understand what influence people and how digital plays an important role in the hospital selection published in “The Digital journey to wellness: Hospital selection”.

  • 84% of patients use both offline and online sources for hospital research.
  • Search drives nearly 3 times as many visitors to hospital sites compared to non-search visitors.
  • Patients primarily search on symptoms and condition on digital medium before visiting doctor.
  • Digital content plays a vital role for scheduling an appointment.

Before Scheduling an Appointment

  • 44% of patients book an appointment who research hospitals site on a mobile device.
  • 83% patients visit hospital site to know more about service offered.
  • patients influenced by the health information site.

  • 26 through reviews.
  • 21% of patients book an appointment via mobile site or websites.
  • Search brings more valuable visitors to hospitals than any other source.
  • 1 in 8 patients follow online videos for testimonials and review to know about treatment options on hospital websites.

After Booking an Appointment
After rendering service from particular hospitals patients share their experience.

  • 12% post review on social site.
  • 6% of patients post a review on website.

How Digital Marketing Supports Healthcare Industry

Above statistics shows that how digital medium is playing a vital role in the healthcare industry. There are below digital marketing modules that can help healthcare to stay ahead.

Search Engine Optimization

SEO is useful to drive more patients to the hospital. These days for minor health issue we surf the various healthcare website and blog to get the instant diagnosis of our problem. SEO helps to target such kind of people.
Search Engine Optimization

Email Marketing

Email Marketing means dropping a mail to the people in their inbox by creating a beautiful template and make them land on hospital website for more information.
Email Marketing in healthcare industry

Social Media Marketing

People are very much active on social media network, there are more chances of spreading the news to people through this network like facebook, instagram, twitter etc.
Social Media Marketing

Ad Campaign by using PPC

Healthcare industries might have used various ad platform likewise Newspaper, banners and pamphlets distribution. Digital Marketing provides you the same kind of ideas to post an advertisement. The advantage of Google AdWords gives you the power to manage budget, location, time scheduling to post an ad from anywhere and anytime.
Social Media Marketing

Healthcare Industry in India 2017

In India, the healthcare industry is growing rapidly. Both the public and private sector are strengthening it services. These days we have seen a lot of competition and entry of foreign players in the healthcare industry in the form of Foreign Direct Investment (FDI).
Social Media Marketing

Healthcare is one of the largest industries in India, and it is generating a lot of opportunity to people in the medical field.

The Compound Annual Growth Rate (CAGR) report says that Indian healthcare market is around US$ 100 Billion worth and is expected to grow up to US$ 280 billion by the year 2020, and even the Healthcare Information Technology (IT) market, currently which is valued at US$ 1 billion is expected to grow 1.5 times by 2020.

Investment in Healthcare

The hospitals and diagnostic centers from the year 2000 -2016 have attracted worth US$ 4.09 billion investment in the form of FDI.

A diagnostic laboratory Thyrocare Technologies, the objective is to achieve revenue of RS 1000 crore by 2020. And plan to expand its lab centers franchisees from 1,200 to 5,000.

International Finance Corporation (IFC), has invested 450 crore or a 29 per cent stake in Healthcare major Apollo Groups.

Practo Technologies Pvt Ltd, a digital healthcare start-up firm, raised US$ 55 million from Chinese Investment Company, called Tencent Holdings Ltd.

Abraaj Group, a Dubai-based has acquired a controlling 72% stake in Care Hospital –Hyderabad.

The above are very few firms which are expanding its business, In India there are many healthcare industries that have attracted investment on large scale to improve and grow its services.

Health-Related Application Promotion Using Digital Marketing

To stay fit many health applications and tools are available in, just you have to download from your smartphone and utilize the benefits.

As various applications are available it is difficult to choose best one, the developers of the healthcare app are using digital marketing to promote their app online.
Social Media Marketing

Health Product Promotion Using Digital Marketing

There are various nutritional products available online as major e-commerce and start-ups are using PPC (Adwords), SEO to reach more and more people who are looking for products & supplements.
Health Product Promotion

Now it is easy to track your health activities to monitor pulse rate, heartbeat by using Fitness band which is available on a various e-commerce website.
Healthcare Product Promotion

Healthcare Industry is drawing out the strategies to implement the digital marketing tools. As a group, they are coming together and organizing events and conference.

Here is the list of events on digital marketing in healthcare for 2017.

Health IT Marketing & PR Conference (HITMC) 2017
Date: April 5 to April 7.
Location: Las Vegas.

Healthcare Marketing and Physician Strategies Summit 2017
Date: May 8 to May 10.
Location: Austin, Texas.

Digital Marketing in Healthcare Summit 2017.
Date: May 15 & 16.
Location: Philadelphia.

Digital Healthcare 2017.
Date: 23 May to 26 May.
Location: Hilton, Singapore.

Digital Healthcare World Congress 2017.
Date: May 23 & 24.
Location: London, U.K.

North England Society for Healthcare Communications – Spring Conference 2017.
Date: June 7 to 9.
Location: North Falmouth, Massachusetts, United States.

Video

Conclusion

It is the right time to take the healthcare business to next step by integrating with digital marketing. Healthcare industry is never ending or does get affected by inflation. There are lots of opportunities ahead and it is the perfect moment to learn digital marketing for individuals and for healthcare industries to implement digital strategies for better business.

Registration Form – Horizontal

Register for One Month Crash Course. Next Batch Starts from 05 June 2017.

http://digitalready.co/blog/digital-marketing-in-healthcare-industry

On – 12 Apr, 2017 By Rizwan

Employing User-Generated Content: Healthcare Marketing

 

Using user generated content in healthcare marketing.

User-generated content (UGC), otherwise known as consumer generated media (CGM), is arguably the strongest aspect of social media marketing. You can consider user-generated content any blog, video, meme, comment or review created by a non-professional entity made to be publicly shared on the web. Those of us who want to strengthen their visibility on social media (both brand and user) must engage, share and repurpose user-generated content effectively and responsibly.

In healthcare marketing, these needs must also be met, but it can be a little tricky when regulation and confidentiality conflict with sharing relevant content made by someone else. First let’s explore the appeal of user-generated content.

Why User-Generated Content?

The effectiveness of UGC stems from the psychological nature of trust and social proof. Online, we are inundated with media shared by our friends and interests—entities we have chosen to trust and follow. Depending on who we follow, the content we see is often a mixture between user-generated, sponsored or journalistic news. Genuine content created by an unsponsored source is more trustworthy, more approachable and more inviting than a obvious marketing message. Why? Because it is relatable. It was made by a person just like me and you, not a corporate entity, and there is no clear marketing agenda behind its creation. It’s social content in its most natural form. When brands and advertisers share and reuse UGC, they reflect that relatability onto their followers and, in doing so, inject a marketing message through a positive association that shared content evokes. This, essentially, is the marketing value of a retweet, a re-pin, a revine or a share.

Proper use of UGC is to leverage the social proof behind a particular piece of content. If a piece of content found online positively aligns with your social goals (i.e. branding), then you should share it! This is a key aspect of how social networks operate. However, we can’t just share anything. User-generated content is owned by the creator. If used improperly, marketers can easily infringe on a creator’s intellectual property or privacy, resulting in harsh legal ramifications. (Take a look at this slideshare by Nevium. It shows how to assess IP infringement damages on social media). That being said, how can healthcare marketers navigate between the legal reuse of content and strict compliance regulations? Nowhere is this more important than in online healthcare marketing.

Always include attribution when sharing user generated content.To Share or Not to Share?

When sharing UGC, transparency is vital. Just like in journalism, accurate attribution of a piece of content’s source is not only ethically responsible, but also generates trust through transparency. If you see the perfect image on Pinterest, or if you read a great blog on Twitter, do your best to find the creator’s name and tag (him/her/it) in your reuse. If you use someone else’s content and post it as your own, without attribution, you are stealing.

Today, most digital content is optimized to be shared via social media. That must mean all publicly shared social content is fair game to be reused, right? Wrong. Experience has taught me that just because it’s on the web, doesn’t mean it was intended to be shared. Personal content shared without consent, even with attribution, can infringe on a user’s privacy. If you come across must-share content that would be great to republish on social, consider (1) your source and (2) the possible breach of personal privacy. This especially applies to patient confidentiality, where media published about recent visitors or past patients may violate HIPAA regulations.

How to use UGC in Healthcare Marketing

There are several different ways to search for, acquire and reuse user-generated content as a healthcare marketer. Below are three successful examples:How healthcare marketers can find and use user generated content.

  • Submission Contest: One of our clients, A medical group that specializes in providing services and information on heart health, has an audience that most frequently engages with helpful dietary and lifestyle content. We at Kuno put together a “healthy summer recipe submission” contest to be promoted via Facebook and Twitter. If entrants submitted their recipe, they would be entered to win a prize. After the contest was over, we reuseed the submitted recipes to create a “Summer Recipe Cookbook” as a free download to be shared via social. Entrants were thrilled to see their recipes shared, and the group was able to get the data they needed from submissions and downloads.
  • Running Hashtag: If you’re not interested in managing a contest, but still want to encourage UGC from your following, try starting a hashtag. Intermountain Healthcare, a clinic in Utah, put on a #‎100DaysOfLiveWell‬ campaign on Facebook this summer to promote healthy lifestyles. Fans of its page were asked to post a picture of themselves enjoying a favorite active pastime. Once posted to Intermountain’s public Facebook wall, that UGC is allowed to be shared and reused by the organization.
  • Monitoring: The most fruitful, yet time-consuming way to find UGC is to monitor. Monitoring means diving into your online niche and searching all relevant content that mentions your name, brand or area of interest. If it seems overwhelming, this is where social media management software can help. Hubspot, Hootsuite and Iconosquare are the ideal social media listening tools I use for monitoring keywords to find recently published UGC. Thorough monitoring includes navigating as many social media channels as possible.

Shared user-generated content encourages conversation. It reveals to your following that this particular page stays up-to-date and tuned-in on relevant subject matter. The best type of social media content for healthcare institutions is emotional and informational—better yet if it comes from an enthusiastic patient or customer; just make sure to respect the legal and ethical boundaries expected from you as a healthcare marketer.

Enterprise Social Media

Photo Credit: wcct, Jonathan Cohen, Mathew Lucas

 

https://www.kunocreative.com/blog/bid/91455/Employing-User-Generated-Content-Healthcare-Marketing

On – By Andrew Osegi

This post was curated by Gordon Fletcher, Principal Consultant(Engineering & Mobile Technology) at Compumagick Associates can be reached at https://www.compumgickassociates.com/contact, @compumagick