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Healthcare Marketing: The Power We Hold with Smart Phones

The American Red Cross has raised over $25 million with their “Text for Haiti Relief” effort.  

You may think texting is just for the kids.  We see teens and young adults texting all the time.  It is their primary mode of communication.  But make no mistake about it, texting is a powerful force –  even among adults.  The Red Cross’s use of texting to contribute $10 to the Haitian Relief Fund has raised over $25 million thus far.   At $10 per text, that translates into 2.4 million texts.

So texting is not just for the kids.  The effort by the Red Cross effort proves that people in very different demos utilize test messaging. And it proves texting can be very useful for more than just social communication.  In this case texting has even become a powerful force in fund-raising.  About 20% of all the funds raised for Haiti relief by the Red Cross have come from texting “Haiti” to 90999 to make a $10 contribution.

Just a year or so ago, who would have thought that $25 million could be raised from texting?  Texting is becoming more mainstream and is showing its usefulness in marketing.

This is a wake up call to healthcare marketers that text is emerging as a significant and powerful tool. Just when we decide to dip our toes in social media like Facebook and Twitter, along comes texting.  The Red Cross demonstrates the impact and power smart phones and texting are becoming.  It can no longer be ignored.

We are just on the front end of the learning curve of what cellphones and smart phones can do.  Marketers must pay attention, learn and explore creative uses for texting. $25 million dollars is a lot of money, especially in increments of $10.  A whole new adventure is in front of us.  There will be countless possibilities and opportunities to effectively use text messaging to achieve useful and worthwhile objectives.  What power we hold in our hands!


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Hospital Marketing: A Decade of Change – Behind Us and Ahead of Us

The changes that have occurred during the past 10 years are amazing!  The 2000’s have been a remarkable decade for consumers.  And the marketing implications are enormous.      

Josh Bernoff of Advertising Age recently wrote an article listing some of the dramatic changes that have occurred since the start of 2000.. It’s interesting to look at the changes he cites and consider the marketing implications of those changes.

In 2001 Bill Gates, referred to the decade as “The Digital Decade”. What a prophet he has proven to be.  To prove that he was right, consider some of the numbers:

  • When the decade began, there were 2.6 million broadband households in the U.S. – one in 40 homes.  Now there are 80 million – two thirds of the population.
  • In 2000, there were no DVRs.  Today they are in 31 million and 51 million HDTVs.
  • There are now 270 million mobile phone subscriptions in the U.S. – out of 307 million adults.  In 2000 there were practically no smartphones.
  • Portable digital music players now reach 76% of all households.  In 2000 the iPod had not been introduced.
  • There are now over 350,000,000 active Facebook users.  There were none in 2000.
  • Google just celebrated its 10th anniversary.  Ten years ago, Google wasn’t a noun or a verb.
  • Spending on digital marketing has grown from $6.2 billion in 1999 to $25.6 billion or 12% of all marketing expenditures.
  • In 2009, consumers spent 34% of their media time online.

To look back at these numbers, it is truly amazing how things have changed.  And the next decade will bring other remarkable changes.  All of this has certainly changed the nature of marketing.  These numbers can’t be ignored.  The consumer is very different today than he/she was just 10 years ago.  Our marketing strategies, patient service models and communication methods must change to reflect this very different marketplace.

The consumer has more control.  The consumer is more active in the marketing process.  The consumer is more demanding.  Expectations are higher.  And the liabilities from not being responsive to the consumer are much greater.

Today is indeed a different world and a different marketplace than it was 10 years ago.  We look back at the last decade and realize how dramatically things have changed. And that’s why healthcare marketers must be different and must do things differently.

All the changes create great and exciting opportunities.  There is a lot to learn, a lot to explore and a lot to do.   Out task is harder in many ways, but the opportunities are greater too. What a decade it’s been!  And just as we consider the changes of the 2000s, the next ten years will be yet another decade of change and challenge and excitement.

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Hospital Marketing: Social Media as Customer Service Tool

Hospitals and doctors are using social networking as a means of delivering a higher level of customer service by providing more communication with patients and their families. 

Every fifteen minutes the patient’s family receives an update on a Blackberry from the operating room, which gives them a status report and informs them how the patient is doing.  Surgeons use Twitter to report the details of an ongoing surgery.   Patients receive educational information from their doctor concerning the health issue they face. Prospective surgical patients watch a webcast of the surgery they are considering. Instead of going to the doctor’s office, a patient receives answers electronically to her health questions.

All the above are real examples of social media being used by healthcare providers as cited by Nirvi Shah in a November 9th article in the Miami Herald.  Social media tools are increasingly being used to provide information, and a higher level of customer service.

Many hesitate to use social media due to concerns about patient privacy.  But users avoid those concerns by using just one of a patient’s initials or just the age of patients. Messages are generally vague so that they would only make sense to the patient’s family.  And public posts are simply educational or very general in regard to details. 

Many patients consider the use of social media tools as modern day bedside manner.  It’s a way to make a stronger connection between the healthcare provider and patient.  It’s a means of making patients and their family more comfortable.

The tools of social media provide a wide range of opportunities to improve and enhance customer service.  Educational information and one-to-one conversations delivered through social media venues can be an extremely valuable asset to hospitals and physicians.  In a very competitive environment, the adoption of such tools can create a very significant advantage.     

 

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Healthcare Marketing: Want to Grow Market Share? Target Young Women

Young women should be a primary focus for hospitals wanting to grow market share.girls

Women have always been the primary target for healthcare advertising.  They are, after all, the primary decision makers for a family’s healthcare  including even their husband’s.

But recently released statistics prove that it’s even more important to pay attention to females and particularly younger females.  Philip Betbeze writing for HealthLeaders Media cited some very interesting statistics from HCUP Facts and Figures: Statistics on Hospital-Based Care in the United States, 2007.

  • Conditions related to pregnancy and childbirth were the reason for more than one out of every five female hospitalizations in 2007
  • When combined with stays for newborn infants, these hospitalizations account for one-quarter of all stays.

These are pretty astounding numbers.  They indicate that hospitals and the marketing messages of hospitals should be heavily favored toward young females.  The fact that a full one-fourth of hospital stays are related to this demographic should make every hospital and hospital marketer take notice.

Also cited from the study:

  • Maternal discharges increased to 5 million in 2007, a 16% increase since 1997
  • Infant hospitalizations increased to 4.7 million in 2007, a 21% increase.

If a hospital wants to take advantage of increasing trends and wants to grow market share, heavy attention should be given to younger women and their healthcare needs.  And it’s not just about targeting the marketing messages to this audience; it’s also about meeting their healthcare needs.

Confirms what we have known all along – women are the ones in charge.

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Hospital Marketing: Patients Learn from Patients and Marketers Can Too!

baby girl working on laptop

Online medical websites are now more advanced, allowing patients to interact with one another, share experiences and hopefully make better decisions about health issues. Hospitals marketers should follow these. The benefits are that we learn what issues are important to the patient, how to speak their language, and how to better communicate our brand to them.

In a recent issue of the Washington Post, was an article about the many online health sites that have a presence in the Washington, DC area.  A new one, WiserTogether, began when  a couple got some troublesome news in the 12th week of her pregnancy-that there was a strong possibility she would deliver a baby with Down’s Syndrome.  The husband, Shub Debgupta, started WiserTogether after they faced the decision of undergoing an invasive but highly accurate procedure that could spur a miscarriage or wait for an ultrasound that would not be risky but much less conclusive.  WiserTogether addresses expectant parents’ issues that are pregnancy related.

Earlier sites, like WebMD, are more encyclopedic but newer ones like Inspire, PatientsLikeMe and CureTogether are more interactive and case-study oriented.  Some, like Inspire, partner with associations that advocate for patients with various diseases. Sites generate revenue by selling research (without the personal information) to healthcare companies, by recruiting members for clinical trials conducted by pharmaceutical companies, custom searches and subscriptions with premium features.

In the end, the patient is involved in a dialogue….not with the physician…but with other patients facing a similar diagnosis. Hospital marketers should consider following the dialogue on these sites in order to better communicate with potential patients or better yet consider hosting a similar service in their market.

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Healthcare Marketing: Testimonial Ads Under Scrutiny by FTC

bubble speak

Many hospitals use testimonial advertising, and rightfully so.  They can be very compelling and very effective. But more care must be given to the type of testimonial used.

The Federal Trade Commission has changed the rules regarding use of endorsements and testimonial advertising. Since 1980, advertisers could use testimonials which describe “unusual” results as long as “results not typical” was disclosed. Now the FTC says testimonial ads must clearly disclose typical results of consumers using the product or service

One area of particular concern for hospitals is using testimonials for weight loss services. “Typical results” can be very difficult to determine due to many patient variables. Other ads where patient testimonials reflect a result that is better than the typical patient would be unacceptable unless the typical results are clearly disclosed.

And the guidelines are not only for traditional advertising, but includes social media, the internet, and television/ radio talk shows.

Traditionally bloggers must disclose if they are compensated by an advertiser. And celebrity testimonials must disclose if they are being compensated for their endorsement.

Testimonial advertising can still be very effective for hospitals but should be used with care when a patient talks about results and outcomes. The results and outcomes cannot be better than the typical patient without proper and clear disclosure.


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Hospital Marketing: Is Social Media for You?

 Social media impacts nearly 40% of hospital or urgent care patients.Social media wordcloud glowing

Out of 5700 hospitals in the US, less than 400 utilize social media, according to statistics collected by EdBennett.  Yet a study conducted by Ad-ology found that social media impacts nearly 40% of hospital or urgent care patients and with more than half of 24-54 year olds saying they are influenced by it.

If the statistics stated above are accurate, there is a great underutilized opportunity available for hospital marketers.  Current and prospective consumers of hospital’s services are engaged in social media.  They are active and involved in various social media options.  They cannot be ignored.  Hospitals must begin to understand how social media is being utilized and join in the fray.  Not in traditional ”sell them what we have” manner, but in forms and strategies consistent with the way social media is used by the consumer.  Targeted online communities should be explored. 

There are conversations going on about your hospital.  In many cases, you should be involved in those conversations.  These interactions can become become a vital and effective marketing endeavor.

Sure, there are lots of unknowns and potential pitfalls.  And there are risks involved.  But strategies should be pursued to engage in the mediums effectively while minimizing the risks. 

The consumer is present in social media venues.  They can be highly targeted.   Hospital marketers should be there too.  We can no longer expect them to come to us.  We must go where they are.

 

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Hospital Advertising: Click It…Or Not

Even though click-thru rates are down, internet display ads are still effective.

Computer mouse and hand with reflection

According to a study from Comscore and media agency Starcom, the number of people who click display ads has dropped 50% in the last two years.  Only 16% of web users actually click through. And 8% of internet users account for 85% of all clicks.

So does that mean web display advertising is not effective?  The answer is clearly “no”.  Even though click-thrus are down, the study found that display ads generate lift in site visitation and search.  Additionally, consumers exposed to a display ads were 65% more likely to visit the site than users who never saw the ad.  Even after 4 weeks, consumers exposed to display ads are 45% more likely to visit the brand’s site.

So the idea that click-thrus is the real barometer of web advertising effectiveness is erroneous.  Even if a consumer does not click through, just the exposure to the ad can lead to a website visit and engagement.  Banner ads are more effective than what click-thrus indicate.

The study indicated that online users exposed to a particular brand’s display ads are more likely to conduct searches for that brand.  So web display advertising works more like traditional advertising than previously believed.  The exposure to a brand’s ad on the web may not lead to an immediate visit to a website but the impression is made and can effect the consumer’s behavior later.

Combined with paid search, display ads can lead to consumers being twice as likely to conduct an online activity on the advertiser’s site.

Also interesting is that half of all clicks come from lower-income young adults.  Not necessarily the most desired audience for healthcare advertising.

Don’t judge the effectiveness of web banner advertising by the number of click-thrus.  That display ad can be working in the consumer’s mind long after the initial exposure.  

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Marketing Your Hospital: When Patients Shop Healthcare Based on Price

Most insured patients don’t worry about the cost of a procedure but when the uninsured choose a non-emergency test, they respond to advertised prices.

high prescription costs (side view)

As the healthcare debate looms, we keep hearing there are 46 million uninsured people in the United States. And these people really want the diagnostics and preventative care for their families and themselves just like those who are insured.  When there is family history or risk factors for heart disease, cancer, osteoporosis or diabetes for example or presenting symptoms, these patients want to take action but costs are a major roadblock.

Advertising special offers or pricing certain diagnostics can be a great way to increase your diagnostics numbers and your hospital’s bottom line.

Consider package pricing the following:

  • Offer and advertise a set rate for mammograms or run a special rate during the month of October for a breast cancer awareness campaign.
  • Do the same for colonoscopies.
  • Advertise cardiac scoring tests that are affordably priced and can be done with one visit. Or do a businessman’s testing complete with the CT Scan for a higher price point.
  • Establish a special rate with your OB-GYN’s to offer set pricing on bone density testing and pap smears.
  • Advertise pricing for a full lipid profile on bloodwork to include cholesterol and triglyceride levels, as well as diabetes testing. These are common problems among the working poor.
  • Other common problems are back pain for laborers, chest pain  and cough in smokers and sinus problems.  Price and advertise x-rays and make non-workday hours available.

Preventive care leads to healthier lifestyles. And when the uninsured want to improve their health, make them feel welcome in your diagnostics environment with pricing they understand and can afford.  It’s much better for the patient and the hospital when decisions and diagnosis are made BEFORE an emergency.

 

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Hospital Marketing: Healing is Both Science and Art

Art can speed a patient’s healing process    Palette.

Hospitals spend millions on the latest technology to help heal patients. Great emphasis is placed on best practices to improve outcomes, and rightfully so. Hospitals should provide the best technology possible and strictly allow best practice guidelines to help patients get well as soon as possible.

But recent research shows that the right art on hospital walls can speed up the healing process. Upali Nanda, who has a doctorate in architecture with a specialization in healthcare systems states, “Scientific studies show that art can aid in the recovery of patients, shorten hospital staffs, and help manage pain.” 

Nanda conducted a study at Houston’s St. Luke’s Episcopal Hospital using two types of art. They compared images, which had been proven to calm patients, including green landscapes, water scenes, architecture, and emotionally expressive pictures of people. In the second group, abstract art was used. The results showed that art depicting familiar, calming scenes were effective helping patients, but abstract art was not nearly as effective.

Nanda says, “One theory is that abstract art allows patients to project their own anxieties onto the image, and thus pictures that clearly portray pleasant images are more soothing.”

Based on these findings, hospitals should take great care in using art on the hospital wall and in hospital rooms.  And they should take care determining the type of art displayed. . Rather than modern or abstract art, realistic, familiar and appealing art scenes should be used because they help the healing process.

Healing is a science, but now we know it is also art.


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