TOP 10 TRENDS Transforming Medical Marketing 2018 - June 22, 2018

June 22, 2018

 TOP 10 TRENDS                        Kathi Tevlin
                                      Marketing Strategist
Transforming Medical Marketing 2018   kathi@inthewoods.us

DISCLOSURE
This presenter is the owner of a website
 development and marketing company.

OBJECTIVES
➤   Participants will become
    familiar with the Top 10 Trends
    Influencing Healthcare in
    2018.
➤   Participants will examine
    marketing strategies for
    working with those trends.
➤   Participants will understand
    how to select the best
    strategies for their medical
    practice or healthcare business.

EXECUTIVE SUMMARY

#1
  SELF-DIAGNOSIS
57% of individuals self-diagnose
     using Google search before
  seeking medical help. And the
            number is growing.

#2
                  CHAOS
         Multiple sources and
       questionable quality of
information lead consumers to
      make decisions that may
 compromise health outcomes.

#3
      GOOGLE RULES
Google dominates the US search
market with 67.6%, followed by
  Bing 18.7% and Yahoo! 10%.

#4
                MEDICAL
               SHOPPING
Patients shop around before they
  schedule an office visit, so how
    you appear online–especially
            on mobile–is critical.

#5
  MEDICAL=RETAIL
         Consumers hold the same
expectations of medical services as
     those offered by retailers like
  Amazon and Apple–specifically
       scheduling, timeliness, and
           overall quality of care.

#6
    GOOGLE TIMES 2
       As if capturing the search
     market isn’t enough, Google
Reviews account for over 70% of
 the review market, topping Yelp
        and even medical portals.

#7
        VISUAL MEDIA
 Visual media is the closest we’ll
     ever get to a true universal
language for marketing, making
         readability a non-issue.

#8
  CONTROL OF THE
PATIENT LIFECYCLE
    Collaborations to manage the
complete patient lifecycle focus on
  value-based care, direct primary
care, digital patient communities,
    and chronic or behavioral care
                      management.

#9
AMAZON WANTS IN
     Amazon’s purchase of Whole
    Foods, followed by this week’s
appointment of Dr. Atul Gawande
  to head its health initiative with
        J.P. Morgan and Berkshire
 Hathaway, is just the start. They
     want in on the multi-trillion-
         dollar healthcare market.

#10
       DIRECT PAY AS
         STATUS QUO
Consumers are comfortable with
    direct pay for healthcare if it
     means a quality experience,
     convenience, availability of
 specific care, privacy, and direct
           access to medical team.

THE TOP 10 TRENDS
Putting them to work for your business.

IS THERE AN
     “EASY” BUTTON?
So is there an “easy” button for all of
   this? A simple way to be proactive
           and implement an effective
                marketing campaign?

                                YES!

HAVE A PLAN
       Develop a simple marketing
   strategy and start small. Adapt
and grow as you learn what works.

CONSISTENCY
  Effective marketing in 2018 and
beyond is a marathon, not a sprint.
  Assign staff or hire a professional
    to manage these tasks for your
          business on a daily basis.

ANSWER
                 QUESTIONS
1. Begin by answering the questions
   your market asks.
2. Answer one question with each blog
   post on your website blog.
3. Add FAQs to relevant website pages
   and Facebook Page.
4. Add Q&As to Local Listings.
5. Guide patients to leave reviews that
   answer commonly asked questions.
6. Create videos to answer a
   single question.

LOCAL
                       LISTINGS
1. Create listings on Google My Business
   (GMB), Bing and Facebook using a
   master biography to ensure all
   information is the same.
2. Add services to each listing, especially
   on Facebook, using top keywords for
   your business.
3. Create posts for GMB and Facebook
   that answer commonly asked
   questions–look at peers.
4. Add photos–and videos–for visual
   appeal.

ONLINE REVIEWS
1. Solicit and manage reviews for Google
   My Business, Facebook and Yelp. If you
   have taken care of local listings, these 3
   review sites are enough to start.
2. Hold staff accountable for all reviews
   and reward appropriately.
3. Respond to each and every review as
   quickly as possible–same day would be
   ideal. Set up alerts so you know as soon
   as one is posted.
4. Create scripts for common responses to
   save response time.

THINK
                    OUTSIDE
                    THE BOX
   Develop ways to be a part of the
     entire care continuum. Partner
with area peers, regional agencies,
and vibrant online communities to
 fill-in any services or information
                  your patients need.

PARTNER
           WITH AMAZON
1. Assemble blog posts answering
   popular questions into an Amazon
   eBook (series).
2. Create a full author biography with
   links to your website and social media.
3. Add affiliate links to topic-based blog
   posts for helpful books and Amazon
   healthcare and wellness products–
   including food– and write honest
   product reviews.

CASE STUDIES

CASE STUDY
            MAYO CLINIC
            https://www.mayoclinic.org/
            53.6 million monthly visitors

https://www.youtube.com/user/mayoclinic
           83k subscribers, 6,291 videos

CASE STUDY
             DR. JOSH AXE
                          https://draxe.com/
                  21 million monthly visitors

https://www.youtube.com/user/doctorjoshaxe
          1.2 million subscribers, 685 videos

CASE STUDY
      DR. SANDRA LEE
           http://www.drpimplepopper.com/
                     212k monthly visitors

https://www.youtube.com/user/DrSandraLee
         3.8 million subscribers, 1,046 videos

Kathi Tevlin
              Marketing Strategist

                   THANK YOU!
                Download this presentation from the
ONSMS website at http://onsms.org/onsms-conference/
        For more information https://inthewoods.us

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