Transcription
DIGITAL MARKETING FOR A CROBob DurhamGuy IannuzziPresident – HealthcarePresident@patternrelevent
Agenda1. Introductions2. Digital MarketingBrand StagingData ModelsResponse to changeTriangulation3. Case Studies4. Q & A
INTRODUCTIONSAllurdataMentus9/28/173
ALLURDATAInformation ExchangeHealthcareAsset ManagementPopulation HealthPredictive AnalyticsDestination Health9/28/174
ALLURDATAConnectingcommunities to betterhealth by amplifyingcommunity datathrough our innovativemodeling to makebetter decisions.9/28/175
AllurdataTechnologyPlatform9/28/176
CustomerWebsiteAllurdataExtensions9/28/177
AllurdataAllurdata’s innovative SaaS technology provides access to healthcare data bydelivering quality actionable intelligence healthcare providers can rely on tomanage the cost of care, identify total case improvement and drive improvedpatient outcomes.This integration of real-time healthcare and socio-economic data will drive peopleto better outcomes at a lower cost.Services:Data NormalizationData AnalyticsCustom ApplicationsAsset ManagementEnterprise IT Service9/28/178
Bob Durham, PresidentDrives business development in health information exchange &accountable care organization sectors; manages market growth invenue health medical tourism joint ventures.His experience with expanding predictive analytics and populationhealth service line verticals has amplified these strategic niche marketpositions.President of Market Staging Inc.Senior Consultant/Clinical Excellence, for Health Grades Inc.Director of Sales at CPR-Technologies, Inc.VP of Business Dev. at Medical e-Commerce SG, Inc.CIO of Versatile Information Products, Inc.VP of Operations, EDIX Corp.President/CEO, Med-Type of California, Inc. (Aegis).9/28/179
mentusMentus is a creativeagency serving the needsof life science marketleaders, from emerginggrowth companies toFortune 500 corporations.Benefitting from 35 yearsof biomedical experience,we are a proven turnkeymarketing partner withover 15,000 projects.9/28/1710
Branding StrategyThe Mentus process combinespositioning, messaging, and design bybringing a strategic, comprehensiveapproach to strengthening brand value.Brand auditsNamingBrand messagingBrand identity / guidelinesCollateralEnvironmental graphics9/28/1711
Marketing AdvertisingOur marketing experience encompassescompany and product launches,corporate image and behavioralcampaigns. Our ROI has drivenextraordinary success.Digital MarketingAdvertisingMedia Planning and BuyingEmail CampaignsDirect Mail CampaignsTrade Show Support9/28/1712
Websites VideoOur websites follow best practices.We incorporate messaging witharchitecture, design, content andresponsive programming thatincorporates SEO as well as ADAcompliance when needed.Our videos cover the spectrum frommedical advocacy to investor fundingpresentations.Our Emmy award-winning interactiveteam has deep experience creatingwebsites and videos for bothcustomers and investors.9/28/1713
Investor MessagingBuilding brand value anywhere in acompany’s lifecycle is our strongsuit whether a startup or preparingfor an acquisition.Mentus has supported nearly 150IPOs and ultimately delivered over 81 BILLION in M&A success.Investor MessagingAnnual ReportsCSR reportsInvestor WebsitesInvestor PresentationsAnalyst Day Support9/28/1714
Guy IannuzziPresident, MentusGuy founded Mentus in 1981, oldest biomedical marketing agency in Southern California, andhelped launch the San Diego biotech cluster in 1981.Supported nearly 150 IPOs, and 34 of largest San Diego M&As have been Mentus clientsFounding board member of BIOCOM, the premier California bioscience industry group. Hisboard service includes ACRP, the American Institute of Graphic Arts (AIGA), the InternationalAerospace Hall of Fame, Project Concern International, the Corporate Directors Forum, SanDiego State University and UCSD. Guy has presented worldwide concerning biotechnologymarketing and cluster development, including Europe, Russia, Latin America and AsiaFive decades of corporate marketingRevell CorporationSumma CorporationGetty Oil CorporationLockheed ElectronicsYoung & Rubicam9/28/1715
DIGITAL MARKETINGWhat is it?What’s it good for?Keys for successDigital marketing tools9/28/1716
Digital MarketingWhat is digital marketing?“Digital marketing” is the process of building and maintainingcustomer relationships online.Promote activities facilitating the exchange of ideas, products,and services that satisfy the goals of both parties.In other words it’s about getting found online.9/28/1717
Digital MarketingWhy this is important to you.Generate sales from customers searching the Internet.Digital marketing campaigns have 5 objectives.Reach the right audienceEngage with your audienceMotivate your audience to take actionSpend efficiently on your campaignGet a Return on your investment (ROI)9/28/1718
Digital MarketingValue of digital marketing over traditional techniques:Puts the consumer in controlProvides convenienceIncreases satisfaction and Drives brand loyaltyReduces the selling cycle and cost of salesBuilds your brandProvides targeted resultsIt is measurable “and Cost Effective”9/28/1719
KEYS FOR DIGITAL MARKETING SUCCESSSuccessful digital marketing is about rapidly responding to changes in consumerbehavior with brand evolution and positioningThe average consumer consults 10.4 sources before making a purchase decision(A traveler makes 48 searches for the best deal before booking a flight).So in a digital world where “attention is the currency,” how are companiessupposed to break through the noise to win customers’ trust?So there are some good rules to succeed by:1. Be there2. Be fast3. Be right (emotional fit)4. Be useful9/28/1720
KEYS FOR DIGITAL MARKETING SUCCESS1. Be thereTo meet the customer where they are, we need to plan ahead and anticipate theirbehaviors. Make sure you’re present where the customer will look for information. Be freshin those locations, and remember that not all touchpoints are necessarily digital.2. Be fastA potential customer is always one click away from a competitors’ content. You have 3.47seconds to engage before they click away elsewhere The technology running your digitalecosystem needs to be FAST.3. Be right (emotional fit)Leverage the creativity and emotion of your value proposition into online immediacy, whilegiving it business relevancy. You should rely on the power of emotional advertising.4. Be usefulFocus on creating the best content out there—making it truly useful. The ultimate goal ispersonalization, and having a singular customer view to facilitate more personalconversations. Clever content educates and inspires, not promotes. Offering relevantcontent makes you a valuable source and it less likely for your prospect to tune you out9/28/1721
Digital Marketing ToolsWhat does digital marketing consist of?Website design (user experience)Search engine optimization (SEO) *Pay per click (PPC) *Social media marketing (SMM) *Email marketingDisplay advertising (banner ads)Affiliate marketingContent marketingOnline reputation management (ORM)9/28/1722
BRAND STAGINGImageMessageResponse9/28/1723
Brand StagingThe internet is the most valuable tool available to your brand strategy.Image – Use images that speak a thousand words. Choose images that speakdirectly to your specific audience. Images are impactful and serve as the memorytriggers necessary for establishing mind share.Message – Develop and fine tune your value proposition. Make it effective onlineby making comprehensible at a glance. Remember, online you have seconds toconnect, not minutes. Be clear and compelling.Response – The web is an interactive media channel. This means your prospectexpects to be engaged directly. Whether this response is in the form of an onlinechat, or an interesting offer and conversion tool, or content sharing tools the visitorcan use depends on the nature of the subject matter. A customer looking forformulation assistance will have completely different expectations than oneseeking help enrolling patients for their trial.9/28/1724
DATA MODELSWeb logsGoogle AnalyticsTelephone callsClickstreamsSocial Analytics9/28/1725
Data ModelsDetermine the Data Model best suited to your brand performance measurementobjectives, and then tune it to the most effective consumer and business response.Web logsGoogle AnalyticsTelephone callsClickstreamsSocial Analytics9/28/1726
Web LogsWeb logsServer weblogs 75% of daily data; GartnerFacebook captures 1.5PB weblog data dailyAmazon captures 200TB weblog data dailyData PointsSee Adobe Clickstream XLS9/28/1727
Google AnalyticsReal-TimeLocations Traffic SourcesContentEventsConversionsAudienceActive UsersLifetime Value BETACohort Analysis BETA User haviorTechnologyMobileCustomBenchmarkingUsers aviorBehavior Flow Site ContentSite SpeedSite ionsGoalsEcommerceMulti-Channel FunnelsAttribution9/28/1728
9/28/1729
Telephone CallsNameAddressHome Owner StatusEmailLength of ResidenceCarrierLine TypeHigh Net WorthSecondary PhoneEducation LevelAge, GenderHousehold IncomeTwitter Handle & FollowersMarital StatusPresence of ChildrenLinkedIn ProfileHome Market ValueOccupationFacebook Profile & Followers9/28/1730
9/28/1731
Social AnalyticsReachAudienceImpressionsProfile ViewsNumber of people who saw a postNumber of times a brand was mentionedNumber of ksConversionsDownloadsSign upsSalesNew followersDemographicsLifestyleConsumer BehaviorWireless Carrier OccupationIncome RangeMarital StatusEducation Level Home OwnershipLikesVideo playsInterestsBuying StyleViewsView whisperView popular feedView nearby feedView latest feedView other feed9/28/1732
9/28/1733
Data ModelBlends: Weblog ClickStream Phone Calls Google SocialWeblogClickstreamClickstreamWeblog User link to ClickstreamWeblog Session link to ClickstreamWeblog Geo link to ClickstreamWeblog Topic link to ClickstreamPhone CallsWeblog User link to Phone CallsWeblog Session link to Phone CallsWeblog Geo link to Phone CallsGoogleWeblog User link to GoogleWeblog Session link to GoogleWeblog Geo link to GoogleWeblog Topic link to GooglePhone CallsClickstream User link to Phone CallsClickstream Session link to Phone CallsClickstream Geo link to Phone CallsGoogleClickstream User link to GoogleClickstream Session link to GoogleClickstream Geo link to GoogleClickstream Topic link to GoogleSocialClickstream User link to SocialClickstream Session link to SocialClickstream Geo link to SocialClickstream Topic link to SocialSocialWeblog User link to SocialWeblog Session link to SocialWeblog Geo link to SocialWeblog Topic link to Social9/28/1734
9/28/1735
9/28/1736
Data ModelBlends: Weblog ClickStream Phone Calls Google SocialPhone CallsGooglePhone Calls User link to GooglePhone Calls Session link to GooglePhone Calls Geo link to GoogleSocialGoogleSocialGoogle User link to SocialGoogle Session link to SocialGoogle Geo link to SocialGoogle Topic link to SocialPhone Calls User link to SocialPhone Calls Session link to SocialPhone Calls Geo link to Social9/28/1737
Clickstreams - Two levels of clickstream analysistraffic analyticsserver levelhow many pages are served to the userhow often the user hits back/stop buttonhow long it takes each page to loadhow much data transmit before user moves one-commerce analyticschannel-to-market effectivenesspages the shopper lingers onshopping cart puts in/takes outitems the shopper purchasesloyalty program/coupon code usepreferred method of paymentEvent TypesAccount: loginNotification: Receive notificationWhisper recommendationView ImageIM Send/ReceiveOperating SystemDeviceTime/DateGeo-Marker9/28/1738
9/28/1739
RESPONSENormalizeActive TuningRespond to ChangeConsumerBusiness9/28/1740
NormalizeIn scopeConnect data sets with keysIdentify where the majority of data connects nicely with keysSave time to produce results using this ‘known’ data blendOutliersAttempt to connect data sets with keysIdentify where the majority of data do not connect nicely with keysSave time to produce results thru focus on high value outliersHigh cost to support or understand?Heavy resource utilization?Upon learned value worth folding In Scope?Apples to apples (normalize)Highlight analysis where clear connections at the key level existApple to AppleAre the apples different colors?9/28/1741
Active tuningSearch Engine OptimizationOrganicGeo-locationBrand triangulationVideo editingMoment oriented easeGeo-locationBrand triangulationSocial Media InteractionSource PriorityTopic PriorityBrand triangulationPlatform & DeviceContent PerformanceCross Link Performance9/28/1742
9/28/1743
Response to changeConsumer ResponseBusiness ResponseVideo CommunicationAdvocate MarketingMicro targetingClient Feedback9/28/1744
Consumer Response1.Leverage the unified data model capable of storing all of the data necessary to execute adirect digital response campaign.Focusing on email data, website data, mobile data, and purchase data can unlock useful, previously unattainablesegments and new opportunities for better personalization become easier and faster to actualize; aka be fast.2.Leverage intricate collection of data by transmitting a video communication with a targetedcall-to-action.The unified model is a benefit only if it can send relevant information and offers to a prospect through a primarydirect digital response channel to where they live or work; aka be there.3.Have all communications tested and optimized.Good testing and optimization tools help reinforce relevance of the message. Gathering important preferenceinformation from a previous online purchase, like an effective social media post subject line or a “buy here” graphiccolor, helps bring the relevance down to a very personal level; aka be right.4.Sustain relevance thru content curation informed by the unified model.As data points are mined to identify cluster profiles you will see new content opportunities building betterengagement by leveraging brand triangulation of organization; subject matter expertise; product and geographies.5.The concept of direct digital response is gaining momentum.9/28/1745
Business Response: Video CommunicationGoogle Posts, GIFs and videos are now published directly to SERP (searchengine results pages).On the world’s most used web search engine, the first page of Google is a covetedspot for any business engaged in getting their brand and content out.With 65% of population being visual learners, brief and engaging content is whatbuyers are looking for.Podcasting has been steadily growing in popularity.Video blogging is becoming more prominent in the B2B space. Like podcasting, videocreates an ongoing series of episodes with a set focus, as opposed to a one-offapproach. Their fluid narratives make them less suspicious of business-relatedmotives or self-promotion. Video shows can be used to create a series of how-to’s,tutorials and other educational themes.Podcasts and videos, easily viral and shareable, are a great way to incorporate yourbrand’s narrative through an engaging set of data driven visuals; aka be there.9/28/1746
Business Response: Advocate MarketingThanks to the digital revolution, plenty of B2B buyers are now moreinclined towards digital touchpoints.In a survey conducted by Forrester Consulting with Accenture, 75% of B2B buyersresearched 25% of their work-related purchases online. This “demand generation” islargely dependent on online references.This is one of the most effective marketing strategies for B2B that makes use of yourexisting networks and expands their influence to generate new clients. Since peopleare more likely to trust someone whom they already know, this is an effective strategyin gaining a steady and stable network.Advocate or advocacy marketing may be done through physical networking, but it canbe just as effective online.Use data driven site cross-links to strengthen online references that flow from yoursite and build a sense of community with your customers; aka be right.9/28/1747
Business Response: Micro targetingMicro targeting is a trend that draws from the unifieddata model and analytics to better understand yourtarget.Enables you to respond in real time with targeted messaging andcontent personalized to customers’ specific needs at the exacttime of that need.It saves you the time, effort, and even the budget that often goesto taking a wild stab in the dark with a random audience.Micro targeting is about improving the client journey through moretargeted and relevant 1-to- 1 interactions; aka be fast.9/28/1748
Business Response: Client FeedbackWhat better way to target the right marketing strategythan finding out what works and what doesn’t, straightfrom the clients themselves?Including a feedback popup or other feedback mechanism in thestrategy you choose to engage in unlocks new data sources.This data could include current trends, market preferences,interesting industry innovations that you can also use as leverage,and other things to help improve your strategy.Once you’ve figured it out and updated the unified model, theycome in handy during events, conferences, and trade showswhere you’ll be presenting your brand and your knowledge of theindustry; aka be useful.9/28/1749
TRIANGULATIONBusiness Consumer Case StudyVisit JacksonvilleConsumer Case StudyDestinationCare San Diego9/28/1750
TriangulationTriangulation Works for BrandsAfter all, in today's cluttered marketplace, marketingdepends on triangulation:Brands need to mobilize their base-- those loyalists who boast about their offerings on social mediaand to their friends –while also appealing to the mass market to achieve the kind ofsales and support brands chase today.9/28/1751
TriangulationNon CRO examples:Southwest Airlines is the ultimate challenger brand in its category,but as it has grown, it has had to make changes to its offerings toattract more business travelers, like shifting its popular RapidRewards program and offering priority seating to business-class.But, while it's made these moves, it has aggressively communicatedto its loyalists (and everyone else) the ways it is not mimicking otherairlines, such as eschewing fees for changing flights or checkingbaggage, all the while reflecting the personality of its "base" brandloyalists.Southwest's growth has continued unabated, thanks in large part toits base of boosters, balanced with its broad appeal.9/28/1752
TriangulationNon CRO examples:Harley-Davidson is another example of a brand that has, over time,retained its rebellious, free-spirited image even while it hasestablished a dominant position within its category and achievedAmerican-icon status far beyond the traditional biker crowd.9/28/1753
TriangulationTriangulation Metrics:What is your base? Where do your most loyal customers spend theirtime with your content? (Be Right)What is your subject matter expertise? How do new customersinteract with your authority statements on topic? (Be Useful)When do your loyal customers and potential customers get togetheron social media? How can you facilitate their interaction? (Be Fast)Where do you customers call home? How well do you connect withthem where they live and work? (Be There)9/28/1754
JACKSONVILLE FLORIDACase Study9/28/1755
375,000 medical tourists spend 5.2 billion/year 1 marketing 390 tourism and 23 in sales taxMed tourism visitors spend 5X typical touristsJacksonvilleFloridaFlorida allocated 5m to medical tourismpromoting Goal: Attract “high-yield visitors” to the statevalue ofMedicalFlorida’s pitch:TourismIf you can get the same or better care here, for theTourists spend on hotel stays, car rentals, and more.Florida promoting hospitality culture and climate, whilepromoting the quality of its medical centers.same or better price, why not recuperate from hipreplacement surgery with a sunny ocean view?9/28/1756
Visit Jacksonville9/28/1757
Visit Jacksonville9/28/1758
Visit Jacksonville9/28/1759
Visit Jacksonville9/28/1760
Visit Jacksonville9/28/1761
Visit Jacksonville9/28/1762
Visit Jacksonville9/28/1763
Visit Jacksonville3,000 New Patients June 2015 thru June 2016Room Night Estimates:Low Estimate: 74,000 Room NightsHigh Estimate: 119,000 Room NightsRevenue Estimates:Low Estimate: 5,550,000 in New RevenueHigh Estimate: 8,925,000 in New Revenue9/28/1764
DESTINATIONCARE SAN DIEGOCase Study9/28/1765
9/28/1766
9/28/1767
DestinationCare Brand Staging9/28/1768
DestinationCare Website9/28/1769
DestinationCare Website9/28/1770
DestinationCare Website9/28/1771
DestinationCare Website9/28/1772
DestinationCare Website9/28/1773
DestinationCare Analytics9/28/1774
9/28/1775
9/28/1776
9/28/1777
9/28/1778
9/28/1779
9/28/1780
Digital Marketing Strategy:Rapidly respond to change in consumer behavior with brand evolution and positioning.1. Be thereTo meet the customer where they are, we need to plan ahead and anticipate their behaviors.Make sure you’re present where the customer will look for information. Be fresh in thoselocations, and remember that not all touchpoints are necessarily digital.2. Be fastA potential customer is always one click away from a competitors’ content. You have 3.47seconds to engage before they click away elsewhere The technology running your digitalecosystem needs to be FAST.3. Be right (emotional fit)Leverage the creativity and emotion of your value proposition into online immediacy, whilegiving it business relevancy. You should rely on the power of emotional advertising.4. Be usefulFocus on creating the best content out there—making it truly useful. The ultimate goal ispersonalization, and having a singular customer view to facilitate more personalconversations. Clever content educates and inspires, not promotes. Offering relevant contentmakes you a valuable source and it less likely for your prospect to tune you out9/28/1781
QUESTIONSDIGITAL MARKETING FOR A CROBob DurhamGuy IannuzziPresident – HealthcarePresident@patternrelevent
accountable care organization sectors; manages market growth in venue health medical tourism joint ventures. His experience with expanding predictive analytics and population health service line verticals has amplified these strategic niche market positions. President of Market Staging Inc. Senior Consultant/Clinical Excellence, for Health .
