How Effectively is Your Hospital Using Online Marketing Tools?
A recent survey published in The McKinsey Quarterly, the Online Journal of McKinsey & Company, explored how companies are using the Web to reach customers throughout the marketing-related decision-making process. Respondents indicated that by 2010, they expect a majority of their customers to discover new products or services online and a third to purchase goods there. These expectations appear to be driving plans for future Web- and marketing-related spending.
Companies – primarily outside of healthcare – are using Web tools – in varying degrees and to varying degrees of success – to support five general areas of marketing:
• Service management
• Sales management
• Advertising
• Product development
• Pricing
In addition to established online tools such as email, information- and interactive-rich sites and online advertising, survey respondents showed interest in Web 2.0 technologies such as blogs, online games, podcasts, social networks, virtual worlds (such as Second Life), Web services, widgets and wikis.
We see a fair number of hospitals using email marketing and informational Web sites to “advertise” their services and facilities. A fewer number of cutting-edge health systems are using new media techniques like blogs and vlogs (Akron General is a good example of blogs); podcasts (MUSC is a good example for podcasts) and videos (NewYork-Presbyterian Hospital’s video showcase is a good example of the use of videos) to advertise their services. It is easy to understand how Web sites are used to drive sales, and functions like a “click to chat” (integrating a call center and Web site) or online video chats with a customer service agent could certainly support improved customer service.
Most of this, however, is basic and barely scratches the surface of what “could be.” So a couple of questions for the community:
- Is anyone using online games, virtual worlds, widgets or wikis to promote their services and physicians?
- Are organizations using the Web for functions other than promotion? Are there good examples in healthcare of how the Web supports other functions like service management, pricing support or product development?
Let us know what you think … and share your examples.
Over the last several weeks many people have contacted me in regards to the subject of rich media. Many of you have had the opportunity to see the vast amount of rich media we have on our site http://www.muschealth.com. Needless to say developing and licensing this type of media can be costly.
One of the most common things people tell me is that they just don’t have the budget to acquire rich media such as, video, audio podcasts or even animations for their site. Also many ask is it really worth it? Also what kind of ROI do you see? I thought I might take a few days to talk about some of these issues.
Well, all are valid questions and I thought I might take a couple of moments to add my 2 cents to the subject. Clearly rich media is very important in engaging your visitors. The days of static content are rapidly going the way of the dinosaurs. Needless to say there will always be a need and place for such content but most individuals want more. I am not telling you anything new or anything you haven’t heard. But really, think about it. As a result, like most good businesses we want to provide services and products that our customers demand. The question is how and why.
As I alluded too earlier, smaller Institutions whom have to fight for every dollar (an I am not saying I don’t) have to prioritize their needs. Adding rich media when you are just trying to get a web site up and going may not be a priority. So how can you effectively come up with engaging content without breaking the bank?
First, you need to think about things a little differently when it comes to you vendors. Like most, we deal with hundreds of vendors, drug, medical device, equipment etc. All of them have one thing in common. They want to sell more product to you! Many are also as smart or smarter than us. Just look at the direct marketing of drugs to consumers. As a result many of these companies have spent vast dollars on building rich media. Yes rich media, animations, videos etc. In most cases, most are more than happy to share this with their customers. These vendors are more than happy to provide you with the files and licensure to use their media on your site.
Case in point, many of us have Weight Loss Surgery Programs. Did you know that ALLERGAN has some excellent animations that explain the LAP-BAND ® procedure. Further, they are more than happy to provide these to institutions that use their products. Why not take advantage of this content? Sure not every vendors media is going to be suitable for your site but with a little work and a few phone calls opportunities abound.
Another example is that of the da Vinci Robotic System. Intuitive Surgical Inc. has an excellent consumer overview of how the system is used for prostate surgery. Why not take advantage of this content if you have such a system in your facility. These are just a few of many examples. The bottom line is, ask and ask again. Consider your vendors as strategic partners not just a bunch of sales people intent on selling you. By working with them and their marketing departments you might find yourself with the beginnings of some cool rich media.
Well in my next posting I plan to discuss the issue of ROI and how end users are using this content.
thanks for the great information…