health care marketing checkup 2014
DESCRIPTION
Learn about the latest marketing trends and opportunities we have seen within the health care industry this year.TRANSCRIPT
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Health Care Marketing Checkup 2014
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The Landscape
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The Landscape
- Demand for health care services is driven by demographics and
advances in medical care and technology.
- Chattanooga is viewed as a destination for cutting edge medical
services within certain sectors.
- Many health care companies lack support for marketing initiatives.
Medical Stats - Chattanooga Hospitals/Beds 11 / 5,459
Nursing Homes/Beds 12 / 1,779
Medical Doctors 1,138
Dentists 247
Sources: Tennessee Department of Health, 2013
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Trends
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Trends
- 40% of consumers said that social media affects the way they deal
with health decisions. (pew research)
- 60% of consumers trust doctors who post health information.
o Outranks hospitals (55%), friends they know (45%), and the
government (46%).
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Trends
- 85% of consumers search for local businesses online before
visiting.
o 60% of those searches happen on a smart phone.
- 74% of consumers prefer to receive commercial communications
via email.
- 66% of small businesses in 2013 said that email produced a
“good” or “excellent” ROI for them.
o Email remains the tool most used by Americans to connect
with brands (49%).
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Trends
Of adults with a smartphone: 1 in 2 use it for health information
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Changes
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Changes
- Importance of measurement
- Responsive web design & development
- Increased importance of social media
- Shift from print to digital
o Directory listings
o Digital ads
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Changes
“Where there is Change, there is Opportunity”.
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Challenges
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Challenges
1. HIPAA regulations
2. Budget constraints
3. Marketing know-how
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Opportunities
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Opportunities
Inbound Marketing - SEO – increase budgets to help facilitate marketing automation
- Content – create a strategy, add video
- Social Media – use the platform your target demographic is using
- Mobile – redesign and develop your website for mobile
- Local – focus on directory listings because local mobile search
converts
- Email – Consistently deliver emails to promote loyalty
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Opportunities
Other Tactics - Analytics – create a custom dashboard
- Keyword Research – quarterly review keywords by search engine
- Site Audits – semi annually review your website
- Usability Analysis – understand how your site needs to work for
your audience
- Local Search – audit and update directory listings
- Public Relations – invest time to improve media relations
- Graphic Design – invest in good creative, the industry lacks and it
is an opportunity to stand out.
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Examples
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Examples
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Examples
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Examples
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Examples
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Examples
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Examples
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Examples
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Thank You
download link:
bit.ly/hc2014scg