Physicians Marketing Outreach Strategy_LD

•

1 like•652 views

The document outlines a marketing strategy for Altibbi Physicians' Outreach. It includes an agenda covering market research findings, market strategy analysis, creating a value proposition, segmenting the market, improving user experience, and integrating marketing messages. It recommends rethinking the traditional 4Ps of marketing by focusing on improving medical knowledge, digital health information, and online reputation through accessibility, value, and education. The strategy proposes a social media marketing campaign using a unique hashtag, tailored website content, and social media ads to engage physicians and patients. The goal is to create an online knowledge ecosystem and improve the patient-physician relationship through digital interactions.

Altibbi Physicians’ Outreach
Marketing Strategy
By Daniela Afonso
Endeavor Global I Jordan • Babson College F.W. Olin School of Business
August 6th, 2013

Agenda
•  Market Research Structure
•  Market Research Findings
•  Market Strategy Analysis
•  Creating a Value Proposition
•  Rethinking the 4P’s
•  Segmenting The Market
•  Working on the Value Creation
•  Improving the User Experience
•  Integrating the Marketing Message
•  Social Media Marketing Campaign
•  Final Recommendations
•  References

Rethinking the 4P’s
SOLUTION
Improve
Medical
Knowledge
Improve
Digital Health
Information
Develop Online
Reputation
ACCESS It’s Where The
Patients Are
It’s Where the
Hospitals Are
It’s Where the
Healthcare
Systems Are
VALUE
It Engages w/
Patients and
Peers
It’s Social.
Exposes to
Large
Audiences
It Improves the
Patient-
Physician
Relationship
EDUCATION
It Develops
Useful
Interactions w/
Peers
It Improves
Online Health
Information
It Creates a
Knowledge
Ecosystem
Instead of
PRODUCT
Instead of
PLACE
Instead of
PRICE
Instead of
PROMOTION
Source: Rethinking the 4P’s.pdf, Richard Ettenson, Eduardo Conrado, and Jonathan Knowles

Campaign: Creating Unique Hash Tag
#ShareMedCare
Unique hash tag that will enable to create a digital archive of Altibbi’s
online postings throughout social media channels
Medical conversations are happening on Twitter, not Facebook. An
example of this is when we highlighted the #FOAMed movement — Free
Open Access to Medicine Education.
Mention #FOAMed hash tag on our twits to raise awareness about Altibbi
on Twitter medical conversations!
Source: http://www.kevinmd.com/blog/2013/06/medical-conversations-happening-twitter-facebook.html

According to research, social media influences over 45% of people to seek a second medical opinion and over 40% to choose a specific hospital or doctor. An effective social media presence for healthcare professionals can help educate patients, build their professional network, attract new patients, and grow their business. Creating engaging content through a consistent content marketing strategy that defines insights, plans, creates, and amplifies messages can help professionals establish an online presence.

PAN Clinical Trials Awareness Campaign AgnewPAN - NACCDO

��

The Hollings Cancer Center at the Medical University of South Carolina launched a clinical trials awareness campaign in 2011 with the goal of increasing accrual to therapeutic trials from 10.5% to 15% by 2015. The campaign involved creating visual materials featuring patients and a tagline of "The Next Breakthrough Could Be Yours" to promote asking about clinical trials. Seven-foot banners and posters were placed throughout the cancer center. The campaign resulted in a spike in accrual during the first quarter and accrual increased 4% after one year, reaching 14.3% currently. Maintaining physician and staff enthusiasm over time and honoring diversity while representing all cancer types have proven challenging.

Search as Research by Augustine Fou, PhD.Dr. Augustine Fou - Independent Ad Fraud Researcher

��

THE RESUMEDylan Johnson

��

Digital Health & Wellness Summit @ Mobile World Congress 20163GDR

��

Mediq customer journey webwinkel vakdagen jan 24 v1webwinkelvakdag

��

Mediq is a healthcare company committed to providing care for patients with chronic diseases across Europe. Their vision is to be the leading partner for improving outcomes and affordability of care for patients with chronic conditions. They have a strong position in several European countries providing products and services for conditions like diabetes, wound care, incontinence, and more. Mediq aims to assist patients throughout their healthcare journey, from initial diagnosis to ongoing treatment and management of their condition.

Maternity Care and Shared Decision Making: Improving Care for Mothers and Bab...Informed Medical Decisions Foundation

��

The Patient Journey Evolution: A case studySKIM

��

We shared with you our pilot study on "The Patient Journey Evolution" at the 3-day PMRG CONNECT 2017 event. Traditional patient journey research often falls short on actions and serves primarily as a descriptive framework used to generally understand how patients progress from symptoms to treatment. But what if we want to get more from the research? Can patient journey research answer key business questions and ultimately, what do we hope to get out of patient journey research? Can we borrow from work we’re doing in consumer research to inform us? Find out more https://goo.gl/JZpCUH

Healthcare Social Media: how to make a positive impact on your practice and ...Vandna Jerath, MD

��

This document summarizes a seminar presented by Dr. Vandna Jerath on using social media in healthcare. The seminar covered: - Statistics on the growth and widespread use of social media and internet - Examples of popular social media platforms and how hospitals are using social media - Tips for healthcare providers on using different social media platforms like Facebook, Twitter and LinkedIn to engage patients, provide health information and grow their practice.

Healthcare Social Media (#HCSM): Using word of mouse to market & manage your...Vandna Jerath, MD

��

What is a Logic Model, and How Can it Help Me Organize My Research?Bryn Robinson

��

Professions & Population Health: Next Gen EducationPractical Playbook

��

This document summarizes a presentation on improving population health through cross-sector collaboration between professions, schools, and community organizations. It discusses four trends driving this approach: 1) population health requires understanding across sectors and a "health in all policies" strategy, 2) health care is transforming to reward population health improvement, 3) public health needs innovative cross-sector partnerships, and 4) the workforce needs new skills in public health and population health concepts. The presentation promotes a health and wellness approach across all policies to achieve health equity and lists content domains like systems thinking, population health measurement, and strategies for training on these topics.

Directi Case Study Contest 2010-ISB GryffindorsDirecti Group

��

The document proposes a location-based social networking site called "Integrated Health Services: Panacea" focused on healthcare in India. It would help users and healthcare providers make better health decisions by providing personalized, location-based information and services. Key features would include health content search customized by location, online physician and patient communities, consultations with doctors, and health tips. The product aims to provide a one-stop platform to address current gaps in India's healthcare LBSN market. It would generate revenue through online consultations, advertisements, and strategic partnerships.

Health information Seminar - Dr Derick Mitchell - Oct 2017ipposi

��

This document summarizes discussions from an IPPOSI (Influencing Policy, Activating Patients, Harnessing Industry) event on patient involvement in health innovation. IPPOSI is a patient-led organization that advocates for improved patient access to health innovation by promoting meaningful patient involvement in health research and policy. The event discussed how patient voices are changing health innovation through surveys and the EUPATI program which trains patients as experts in medical research. National platforms in many European countries have been established through EUPATI to address educational needs and disseminate training. Patient roles and leadership have increased as a result of the EUPATI course. A roadmap was presented on how patients can be involved at different stages of the

Derick mitchellHIQAHIS

��

This document summarizes discussions from an IPPOSI (Influencing Policy, Activating Patients, Harnessing Industry) event on patient involvement in health innovation. IPPOSI works to put patients at the heart of health innovation by advocating for improved patient access to innovation, promoting meaningful patient involvement in research and policy, and providing resources to inform, engage, and empower patients. The EUPATI program trains patients to become experts in medicines research and development. National platforms in 18 countries disseminate EUPATI's training materials. As a result of EUPATI training, patients increasingly take on leadership roles advising industry, regulators, and other groups. The document discusses frameworks for patient involvement throughout the

Social MarketingTulaneMCH

��

This document discusses social marketing and its application to breastfeeding campaigns. It provides an overview of social marketing, including its history and key themes such as focusing on consumers. The 4 P's of marketing - product, price, place, and promotion - are examined in the context of designing effective breastfeeding campaigns. Three case studies are summarized that demonstrate the use of the 4 P's: the National WIC Breastfeeding Promotion Plan, the Loving Support Campaign, and the Be A Star Campaign.

Defining your role in patient experience aamc-gia presesentationEndeavor Management

��

iHV regional conf: Sally Kendall - Building evaluation into your practiceJulie Cooper

��

The document discusses evaluation of health visiting practice and how to improve outcomes through evaluation. It provides an overview of the healthy child programme led by health visitors and the six high impact areas that are evaluated. Evaluation approaches are discussed, including the Kirkpatrick framework that measures reaction, learning, impact and results. Improvement science aims to create practical learning to improve patient care based on evidence. The document encourages contributions to evaluation research and improvement science to strengthen health visiting practice.

CHESS Connected Health training network - Derick Mitchell - August 2016ipposi

��

Patient-led organizations can play an important role in health research by providing the patient perspective. Training programs help develop "expert patients" who understand the research process and can actively partner with researchers. The EUPATI program has trained over 100 patient experts across Europe to collaborate in academic research, industry research, and regulatory committees. Their involvement aims to make research more relevant to patients' real needs and lives.

Menu Management Options· · APRN504 - 5886 - HEALTH POLICY .docxandreecapon

��

Menu Management Options · · APRN504 - 5886 - HEALTH POLICY AND LEADERSHIP - Spring2016 · Home Page · Announcements · Syllabus · Discussions · Weekly news update · Assignments · Sign up Wiki · Writing Information · Groups · Week One · PowerPoint Week #1 · PowerPoints Week #1 · Week Two: Information · Week Three · PowerPoint:Week #3 Policy · PowerPoint-Communication · PowerPoint: SS · Week Four · PowerPoint: Finances · PowerPoint-Ethics · Week Five · Week Six · Week Seven · Week Eight · PowerPoint: Lobbying · Week Nine · PowerPoint:Workplace · Week Ten · Week Eleven · PowerPoint:Centers · PP: Putting it Together · Week Twelve · Week Thirteen · Week Fourteen · Week Fifteen · APA Links · Help · Tools PowerPoint Week #1 Top of Form Bottom of Form Content · Social Determinants of Health · One view of the ACA · Another view of ACA Remember South Carolina did NOT take the Medicaid expansion. · South Carolina and Medicaid · The IOM and Nursing · Nursing and Politics · Mentoring · The Difference in Political Philosophy · Policy Process GRADING RUBRICS: Journals: The Journals should be a synopsis of ALL your required readings and PowerPoints. These papers are three to six pages long and include a reference page. Tell me what you learned. Failure to cover any aspect of the information will result is loss of points. APA format is required so remember your title page. The required APA textbook has examples from pages 41-59. Spelling and grammar issues will result in loss of points. Late Submissions: Minus 10 points/day. Forum: Discussion Board Organize Forum Threads on this page and apply settings to several or all threads. Threads are listed in a tabular format. The Threads can be sorted by clicking the column title or the caret at the top of each column.��More Help Content Top of Form This is a 'post-first' discussion forum. There are currently 18 threads in this forum. Join the conversation by creating a thread! Create Thread Forum Description Introduce yourself. Tell us your background and what track you are currently in. Have you had any experience with politics, leadership or political events? What do you hope to gain from this course? What are your concerns about taking a hybid course? What do you wish other people knew about you? Where do you hope to be five years from now? What has been your experience in a Political Group (ANA, SCNA, ANCC, ACNP, SCMA, Republican Party, Democratic Party, etc) and the role they play in politics? Inform us of what district you live in, who is your current represenative and senator for your district. A meaningful response to two classmates and facilitation of a dialog is an expectation for the discussion board. You can not post "I agree" or "I disagree". A discussion is like a ball being tossed back and forth. If you ask questions of your classmates you facilitate dialog. The discussion Boards are open for��two weeks��and close on Sundays at 11:59 pm. Do not wait until the last minute to post becaus ...

Building Support for an Integrated Approach to Internet StrategyAaron Watkins

��

Social marketingBikash Debbarma

��

Demonstrating the Value of Child Life Services in a Changing Health Care Envi...TCHChildLifeConference

��

This document outlines a workshop presented by Jamie Snow and Mary Tietjens of Texas Children's Hospital at the Texas Children's Hospital Child Life Conference on October 5, 2013. The workshop aimed to help participants understand changes in the healthcare system due to the Affordable Care Act, learn healthcare terminology, and demonstrate how child life services add value to healthcare organizations. Participants engaged in breakout sessions to link child life programming to healthcare concepts and identify ways to measure child life outcomes. By reframing child life in healthcare terms and measuring outcomes, participants could enhance their "Child Life Portfolio of Value" to demonstrate how child life services provide value to their institutions.

Working with young people to shape research – reaping the benefits & the impo...Nowgen

��

Healthy Team | Health Well Done 3-Step Approach Cathy Dolan-Schweitzer

��

This document discusses how to improve patient outcomes by creating a healthy team environment. It notes that a healthy team works towards a shared vision and scope, understands the organizational culture, and shares wisdom and experience. This limits mistakes, decreases waste, and saves time and money. The presentation provides strategies for encouraging collaboration, such as brainstorming, mind mapping, and role playing to build understanding and find common ground. The overall message is that a collaborative team approach can improve project outcomes in healthcare.

3rd Annual Customer Centric Medical Information AgendaTracey Zdravkovic

��

This document provides information about the 3rd Annual Customer Centric Medical Information conference taking place July 25-26, 2016 in Boston, MA. The conference will feature presentations and panels from medical information directors and executives from various pharmaceutical companies on topics such as transforming medical information content, analyzing clinical trial data, implementing new communication channels, and leveraging metrics. It also includes the schedule, list of speakers, and descriptions of presentation topics each day.

CAREER ADVISING AND OPPORTUNITIES IN.pptxSHERIFFMUIDEEN1

��

Workshops for Medical ProfessionalsShalini Ratan

��

Physicians Marketing Outreach Strategy_LD

1. Altibbi Physicians’ Outreach Marketing Strategy By Daniela Afonso Endeavor Global I Jordan • Babson College F.W. Olin School of Business August 6th, 2013

2. Agenda •  Market Research Structure •  Market Research Findings •  Market Strategy Analysis •  Creating a Value Proposition •  Rethinking the 4P’s •  Segmenting The Market •  Working on the Value Creation •  Improving the User Experience •  Integrating the Marketing Message •  Social Media Marketing Campaign •  Final Recommendations •  References

3. Rethinking the 4P’s SOLUTION Improve Medical Knowledge Improve Digital Health Information Develop Online Reputation ACCESS It’s Where The Patients Are It’s Where the Hospitals Are It’s Where the Healthcare Systems Are VALUE It Engages w/ Patients and Peers It’s Social. Exposes to Large Audiences It Improves the Patient- Physician Relationship EDUCATION It Develops Useful Interactions w/ Peers It Improves Online Health Information It Creates a Knowledge Ecosystem Instead of PRODUCT Instead of PLACE Instead of PRICE Instead of PROMOTION Source: Rethinking the 4P’s.pdf, Richard Ettenson, Eduardo Conrado, and Jonathan Knowles

4. Tailored Website Content / Front End Messages Social Media Campaign / Ads Physician Community / Knowledge Ecosystem SMS Marketing (WhatsApp) SEO PPC (FB , LinkedIn & Adwords) Sales Team Segmented Message Customer Service Integrated Marketing Is Key For Success! PHYSICIAN Listen to customers, their influencers and other stakeholders Define how your organization will meet or exceed needs Communicate a resonant Promise Deliver flawlessly on the Promise Reinforce the promise and deliver in all communications & interactions Improve the user experience through dashboard, profile,

5. Campaign: Creating Unique Hash Tag #ShareMedCare Unique hash tag that will enable to create a digital archive of Altibbi’s online postings throughout social media channels Medical conversations are happening on Twitter, not Facebook. An example of this is when we highlighted the #FOAMed movement — Free Open Access to Medicine Education. Mention #FOAMed hash tag on our twits to raise awareness about Altibbi on Twitter medical conversations! Source: http://www.kevinmd.com/blog/2013/06/medical-conversations-happening-twitter-facebook.html

�ݺ�ߣ

Physicians Marketing Outreach Strategy_LD

Recommended

More Related Content

Similar to Physicians Marketing Outreach Strategy_LD (20)

Physicians Marketing Outreach Strategy_LD