Developing a patient-centric social media campaignPrivate Healthcare Summit 2019Online marketing workshop

Oliver CapelDirector, Medico Digitalollie@medicodigital.co.uk@Medico_Digital

PATIENT BEHAVIOUR IS CHANGING

2.2 hours / daytime spent on social networking channels

90%18 – 24 year olds trust

medical info shared on social media

1 thirdOf the earth’s population active on social media by

2021

40%Say social media affects the

way they deal with their health

ONLINE CUSTOMER EXPERIENCE

DOES IT WORK?

“The process of designing a service or solution around the patient”

WHAT IS PATIENT CENTRICITY?

WHERE ARE YOUR PATIENTS?

THE PATIENT-CENTRIC PATHWAY

LISTEN DEFINE CRAFT SERVE FEEDBACK

UNDERSTAND YOUR AUDIENCEMonitor your brand's social media channels for:• customer feedback • direct mentions • discussions regarding specific

keywords, topics, competitors, or industries

LISTEN TO YOUR PATIENTSSTEP 1

• What questions are patients asking?• Where are they asking them?

DEVELOP PATIENT PERSONASSTEP 2

> GoalsWhat do they hope to get from being treated at your clinic?

> DemographicsAge, gender, location etc.

> Hobbies & interestsWhat do they enjoy doing?

> Challenges & pain pointsWhat are they struggling with? What emotions are they feeling?

> Sources of informationWhere do they frequent online? What online resources do they use to answer health questions?

JON - KNEE REPLACEMENT PATIENT

- Male, 55 years old

- Married with 3 children

- Lives in Surrey, Kent

- Sports enthusiast, loves running and rugby

- Works in recruitment, fairly high affluence

- Wants to get back to playing sport

- Tends to use phone to browse the net

- Occasionally uses social media to connect with friends and

family

EXAMPLE: PATIENT PERSONA

STEP 3

• Who are you talking to?• Why will they care?• What are you going to say that

matters to them?

CRAFT PERSONALISED MESSAGES

Don’t tell patients why you’re so great Emphasize what you can do for them, how you can give them what they want.

EXAMPLE: PARTIAL KNEE REPLACEMENT

Vs

“You can’t replace the moments you miss”

“Get back to doing what you love”

Relinquish control

SERVE CONTENTSTEP 4

PAID ADVERTISING

Custom audiences

Lookalike audiences

Website custom audiences

Facebook exchange

SEQUENTIAL MESSAGING

ATTENTION INTEREST DESIRE ACTION

SHARE FEEDBACKSTEP 5

SEEK FEEDBACKSTEP 5

PATIENT CENTRED-CARE

SUMMARY

Gaining new patients by meeting them on their preferred social channels and

providing relevant, empathetic content to enrich their healthcare experience

Questions?