healthcare marketing is dead

Healthcare Marketing Is Dead#CapstratHC | February 10, 2016

Mike KondratickVP, Account Director, Healthcare

Claire HovisVP, Account Director, Healthcare

#CapstratHC

Healthcare Marketing Is Dead#CapstratHC | February 10, 2016

The Environment

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Consumersdon’t pay attentionto brands.(At least not as muchas you think they do.)

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31%of consumers say they talkto friends about a brand onceweekly or more.

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When surveyed, marketersestimated the number to becloser to

90%#CapstratHC

30,000brand messages per day.

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8 sec.— the average length of attention span for humans.

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But everyone needs healthcare… right?

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50%of all group insurance coverageis high-deductible.

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8%of doctor visitsare for annualwellness checkups.

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What does this mean for me?

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How can you fight the swipe?

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Trustcommandsattention.

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60%of a company’s valueis attributableto its reputation.

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87%of executives believe a strongreputation is just as importantas a strong brand.

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90%of consumers choose aprovider based on reputation.

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How do you build trust?

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Buildingtrust

Invest in the process

Content and context

Depth, not breadth

Peer endorsement

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Invest inthe process,not theoutcome.

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Personasare just astarting point.Deliver anexperience.

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If you interrupt,you lose.

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2 in 3millennials use ad blockerswhen viewing digital content.

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64xmore likely to climbMount Everest than to click on a banner ad.

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Optimization asa content strategy.

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Content is king.Context is god.

62%of all digital time is spenton mobile.

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What to prioritize:Destinations?Or Distribution?

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Depth,not breadth.

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<0.1%of social media fans engage withbranded social posts, even amongmajor consumer brands.

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Peerendorsement

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72%of consumers looked onlinefor health information withinthe past year.

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77%of online health informationseekers begin their searcheswith search engines.

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1 in 5internet users have consulted onlinereviews of healthcare providers.

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94%of those who turn to social mediafirst for health information use Facebook as their platform of choice.

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Casein point:Millennialmoms

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74%of millennial moms relyon peers for advice andsupport related to theirfamilies at least oncea week.

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73%feel they find trustworthy informationabout products and services throughonline communities.

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Measurement

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Not everymetric matters.

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Would peoplemiss you if you

were gone?#CapstratHC

Questions?

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Mike Kondratickmkondratick@capstrat.com919-745-3677

LinkedIn: mkondratick

Claire Hovischovis@capstrat.com919-882-1921

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