Using New Media to Bridge

the Generation Gap

Healthcare New Media & Marketing Conference
June 15-17, 2009
 Raven New Media & Marketing
• Interactive and ebusiness services for hospitals, health care
systems and physician groups including:

– Health care web site audits (Internet, Intranet or Extranet)

– Ebusiness and marketing plan review or development
– Internal process or team analysis
– Web, mobile and social technology reviews
– Social media workshops
– Technology integration for marketing and communication programs
– Ebusiness project management process development
– Content management system analysis
– Web content and web writing services
– Reporting and ROI setup
– Dark site planning
– Ebusiness team training
– Executive ebusiness workshops
– Ebusiness team recruitment planning and development

• RavenNewMedia.com
New Media 101
 What is New Media?
Collaborative Media Social Media

Aggregate Sites

Wiki & Comm

Wikis C Tools
T l HyperTargeting

Online Advertising
Mobile Media
 How Do I Identify New Media?

New Media Features AKA

• Digital • Multimedia, Web 2.0, Interactive PR
• Electronic
• Interactive
• Often Consumer-Controlled
New Media Modes
• Web, Mobile Media, Gaming,
• Often Web-Enabled
Audio, Interactive TV

New Media Functions

• Allows users to participate and often control the media.
• Fosters relationships and users experience a sense of belonging,
despite proximity and physical boundaries.
• Allows a huge increase in the volume and speed of communication.
• Allows forms of communication that were previously separate to
overlap
l andd iinterconnect.
t t
 Who Uses New Media?
• Those looking for health information

– 34% use social

i l media
di
– 46% use health portals
– 6 % use search
67% h engines
i
– 21% use Wikipedia

Source: iCrossing How America Searches, Health and Wellness 2008;

 Why New Media?
• Of those who use social media
media, 36%
want to see what other consumers say
about medication or treatment

Source: Healthcare and Social Media Studies, 2008

 Web Applications
pp

Widgets/ Aggregation/
Components Recombinant

Open
Independent
Content
Filtering
Sharing

Rating/ Collaborative
gg g
Tagging Filtering

Social Networks
“II feel like I am not keeping up.
up I keep
wondering, how much needs to be done,
how fast and what is appropriate…
appropriate
I know that we need to be involved in the
Internet but I don’t
don t know which direction
everything is going.”
--Healthcare Marketing and Planning Executive, 2000
 New Media &
The Generation Gap
To engage in new media effectively,
we must understand and respect
communication preferences
-- Elizabeth L. Scott, Raven New Media & Marketing
 The Health Care Audience
• Veterans – born before 1946
• Boomers – born between 1946 -1964
• Gen
G X – born
b b
between
t 1965 - 1981
• Gen Y – born between 1982 - 2000
 Generational Communications
Veteran Boomer Gen X Gen Y
Born before 1946 1946-1964 1965-1981 1982-2000
Style Formal Semiformal Not so serious; Eye-catching
irreverent fun

Content Detail; prose-style Chunk it down Get to the point – If and when I
writing
iti b t give
but i me h t do
what d I needd to
t need d it,
it I’ll fi
find
d it
everything know? online

Context Relevance to my Relevance to Relevance to Relevance to

security;
it historical
hi t i l th bottom
the b tt line
li h t matters
what tt to
t now, today
t d and d
perspective and my rewards me my role

Attitude Accepting and Accept the Openly question OK with

trusting of authority “rules” as authority; often authority that
and hierarchy created by the branded as earns their
Veterans cynics and respect
skeptics

Source: Communication World, March-April 2008, p.20; IABC.com/cw

 Veteran Boomer Gen X Gen Y
Born before 1946 1946-1964 1965-1981 1982-2000
Tactics Print; conventional Print; Online; some Online; wired;
mail; face-to-face conventional face-to-face (if seamlessly
dialogue or by mail; face-to- they’re really connected
phone; some online face dialogue; needed); games; through
information and online tools technological technology
interaction and resources interaction

Speed Attainable within Available; Immediate; when Five minutes

reasonable time handy I need it ago
frame

Frequency In digestible amounts As needed Whenever Constant

Source: Communication World, March-April 2008, p.20; IABC.com/cw

 Social Sites – Not Just for Kids
• 56.5% of all social
site users are 35+
(Veterans, Boomers)

56.5%

Source: comScore Media Matrix, Oct 2006

 Social Sites – Not Just for Kids
• 71% are 25
25+
(Veterans, Boomers,
Gen X and 2 years
of Gen Y) 25+

Source: comScore Media Matrix, Oct 2006

Why Gen Y?
 Gen Y
• U.S. Population
p
– 12% Over 65 (Veterans)
– 33% Boomers
– 21% Gen Xers
– 14% Gen Yers
(Millennials)
– 20% Under
U d 14
– 84% of Gen Y consumers
do not notice ads on
social
i l sites
it
– Lubin School, Business
Lab 2008

Source: Population Division U.S. Census Bureau Data Released May 2007
 Marketing to Gen Y…
Y
• 41% participate in viral marketing and peer-to-peer
recommendation sites
• 36% sponsor or advertise in areas populated by gen Y
(millennials)
• 35% deliver a great product at a great price
• 30% focus on gen y AND their influencers (gen Y peers
and gen X/boomer parents)
• 28% contribute to social causes that gen Ys support
• 21% contribute to corporate or issue blogs
• 21% use wireless text messaging
• 19% Use contests,
contests promotions and retail tie-ins
tie ins
• 12% develop online games for company web site
• 6% don’t know/N/A
• 1% other
Source: Economist Intelligence Unit (EIU) “Maturing with the Millennials” (May/June 2008)
New Media & Health Care
 Health Care New Media
Less Control, Risk, Time, Resources More

– Interactive surveys – RSS feeds

– Wellness tools – Patient portals
– Webcasting – Cheer cards
– Podcasting – E-newsletters
– Video-on-demand (VOD – Expert-to-consumer Q & A
casting)
ti ) – Social media
– Patient journals (A blog – Mobile media
alternative) – Physician-Patient
y real-time
– Online calendar - communication
registration, classes and – Online gaming
screenings
– Blogging
– Virtual tours
– 2D Barcoding
 Making Choices
Less Control, Risk, Time, Resources More

Listen Participate Generate Share Build

Buzz Content Community
Social Media, Networking &
Marketing
 New Media Terms
• CGM – Consumer
Consumer-Generated
Generated Media
• SNS – Social Networking Service
• SMM – Social
S i lM Media
di M
Marketing
k ti
• SMO – Social Media Optimization
• WOM – Word of Mouth
• Viral Marketing
• Buzz Marketing
Social Media
The Health Care New Media World
Wikis & Collaborative
Comm Tools Media

Aggregate
Gaming Sites
Social
Media

Online
O li
Advertising

HyperTargeting
Mobile
Media
Social Media = Social Platforms
M
More Th
Than Social
S i l Sit
Sites
Podcasts
Photo &
Message
Video
Boards
Sharing

Social Chat
Blogging
Platforms Rooms

Social
RSS
Networking
Wigets
 Social Media Profiles
Collectors
Joiners
Critics

Spectators

C t
Creator

Inactives

Source: Naming from Forrester’s NACTAS Q4 2006 North American Devices and Access Online survey
 Social Media Examples
• Blogs: "Blogger", "TypePad", "Wordpress"
• MicroBlogs: "Twitter",
Twitter , "Pownce"
Pownce
• Social Networking: "Bebo", "Facebook", "LinkedIn", "MySpace", "Orkut", "Skyrock"
• Social network aggregation: "FriendFeed", "Youmeo"
• Events: "Upcoming.org", "Eventful"
• Wikis: "Wikipedia"
• Social Bookmarking: "del.icio.us", "StumbleUpon"
• Social News Sites: "Digg", "Mixxx", "Reddit"
• O i i
Opinion sites:
it " i i
"epinions",
" "Yelp"
"Y l "
• Photo Sharing: "Flickr", "Photobucket", "Zooomr", "SmugMug"
• Video sharing: "YouTube", "Project Breakout", "Vimeo"
• Audio and Music Sharing: "Last.fm",
Last.fm , "ccMixter",
ccMixter , "imeem",
imeem , "The
The Hype Machine
Machine"
• Virtual worlds: "Second Life"
• Online Gaming: "World of Warcraft"
• Game Sharing: "miniclip.com"
• Marketing Campaigns: "Brickfish"

Source: Wikipedia
Extent that Companies Should Have
a Presence in
i Social
S i l Media*
di *
According to US Adult Social Media Users by Gender
September 2008 (% of Respondents)

Male Female Total

Should have a presence in social media and 34% 34% 34%
interact with consumers regularly
Should have a presence in social media but 49% 52% 51%
only interact with consumers as needed or by
request
Can have a presence in social media but 6% 9% 8%
should not interact with consumers
Should not have a presence in social media 10% 5% 7%

*Blogs/microblogs, forums, wikis, content sharing, social networking, social bookmarking and social gaming
Source: Cone, “2008 Cone Business in Social Media Study” conducted by Opinion Research Corporation, October
2008
Social Networking
Next to search engine marketing, advertising
on social network sites such as Facebook
and MySpace is the most popular online
marketing tool.
Source: Barb Mosher,
http://websitemarketing.suite101.com/article.cfm/social_networks
Social Networking Sites
Social Marketing
 Consumers will rely on their peers as
they make online decisions – whether or
not brands choose to participate.
-- Jeremy Owyang, Forrester Research
Traditional vs.
vs New Media Marketing
• Communication: • Communication:
– Fax Blasts – Blogs
– Email – MicroBlogs
– Media Releases – Social Networking
– Speeches – Social Network Aggregation
– Events
– Publications
• Collaborative Media:
• Event and Community:
y
– Wikis
– Health Fairs – Social Bookmarking
– Event Sponsorship – Social News Sites
– Speakers Bureau – Opinion Sites
• Media: • Multimedia:
– Television – Photo Sharing
– Radio – Video Sharing
– Outdoor – Audio and Music Sharing
– Print – RSS Feeds
– Direct Mail • Marketing:
• Marketing: – Marketing Campaign Microsites
– Merchandising • Entertainment:
– Marketing Programs – Virtual worlds
– Collateral – Online Gaming
– Posters – Game Sharing
– Online Banners • A l ti
Analytics:
• Analytics: – Analytic Reporting
– Media Reporting – User Reporting
– Share of Voice – Online Analytic Software
– Share of Market
Preparation for Social Marketing
Analyze
Visitor
Keyword
Patterns
Evaluation/
Install Analytics
Determine
Value

Optimize & Evaluate

Personalize Keyword
Profiles Trends

SEO &
Backlinking
SEM
Strategy
g
Strategies

Data
Content
Collection
Strategy
Strategy
 Common Types of Communities
Social Networks (Individual & Private Communities)
Listen
Observe

Grassroots Communities (Bottom-up, Autonomous)

Listen
Observe
Respond Healthcare
Organization

Customer Communities (Top-down, Jointly-Owned) Listen

Observe
Healthcare Respond
Organization Participate
 Traditional Marketing Strategy
Focus Group & Conventional
Consumer/Patient Research
Healthcare
Organization

Interactive Media Mass Media Interpersonal Media

Web TV Direct Mail
Kiosks Radio Personalized Email
Transactional Media Outdoor CRM Opportunities
Social Marketing Strategy
Social Media
Blogs
Social Networking
Opinion Sites
Virtual Worlds

Listen/Observe
Healthcare
Organization

Respond/Track/Communicate

Information Physician
Mktg, Comm Hospital
Systems Services
& PR Human Services
Resources
The biggest
Th bi t mistake
i t k marketers
k t make
k when h
they see the power of the consumer
network is that they try to control it,
own it or manipulate it.
-- Seth Godin, marketing guru
Integrated New Media Strategy
Mass Media
TV
Radio
Outdoor

Interpersonal Media Interactive Media

Direct Mail Web
Personalized Email Kiosks
CRM Opportunities Transactional Media

Social Media
Blogs
Social Networking
Opinion Sites
Virtual Worlds
New Media Marketing
& Public Relations
 New Media Marketing
• Your marketing
g team = brand enthusiasts/“fans”
– Provide your brand fans with social tools and sites
– Create fan pages and give your fans incentives
– Make it fun – contests,, quirky
q y facts
– Use viral marketing techniques
– Open the door for patient-to-patient dialogue
– Give them the opportunity to supply your Q & A (Let them
answer!)
– Allow patients to rate and review your facilities, physicians
and services publicly
– Don’t forget email/enewsletters
– Let them “sell” you!
 Online Public Relations
• Your p
public relations team = brand enthusiasts/“fans”
– Successful new media = building trust
– Let them “tell it” in their own words
– Concentrate on listening, g, not speaking
p g
– Learn casual and conversational speak – do NOT sell or fall
into marketing/PR speak
– Resist the temptation
p to respond
p or counter
– Stay short, concise and keep it relevant to this audience
– Set up different social media profiles for your channels –
local media, fans, donors, partners, etc.
– Use your channels with the same frequency as blast faxes,
calls and traditional PR BUT do not duplicate a traditional
communication style – be creative
 Reach Your Audiences
• Create Banner Ads and Display Ads
(Veterans Boomers)
(Veterans,
– Banner ads can be located across the top or bottom of the site, or on the side in
smaller sizes

• C
Create
t GGroups or Networks
N t k
(Boomers, Gen X and Y)
– It’s not about blatant advertising of products or services, but about demonstrating
and sharingg their knowledge
g in their area of business/interest

• Create Profiles
(Gen Y)
– P
Profiles
fil are similar
i il tto blogs
bl iin th
thatt th
they allow
ll a business
b i to
t share
h their
th i knowledge
k l d off
a particular subject and, in some cases, bring a real person to the forefront to give
the business a more personal appeal
Online Marketing & New
Media Measurement
 You Can Deliver
N
New M
Media
di Results
R lt
• Use y
your analytics
y software consistently y
(Google Analytics, Web Trends, Omniture)
• Trend and report the impact to volume,
revenue, service
i lilines, facilities
f iliti and d iinternal
t l
clients
• Consider quarterly reports to leadership
• State your new media goals upfront (before
you eengage)
gage) and
a d develop
de e op toolsoo s that
a will
keep you accountable to your
organization’s strategic goals
Monthly
y Trends & Transactions

Transaction Categories Q1 Q2 %

Cheer Cards 2,357 2,072 -13.75%

C d Bl
Cord Blood
d Storage
S 6 5 -20.00%
20 00%

Heart Kits 31 19 -63.16%

New Movers 73 62 -17.74%

Foundation Gifts 16 11 -45.45%

Designated Donations 0 9 100.00%

Class & Event Registration 270 276 2.17%

Buddy Check/Breast Check 14 879 98.27%

Information Request 124 74 -67.57%

Parenting Information Request 27 34 20.59%

What should be on y
your radar?

Hyper-targeting
Mobile phone marketing
Online health gaming
 Hyper targeting
Hyper-targeting

• Hyper-targeting
H t ti is
i a new way tot target
t t
consumers on social sites such as
M S
MySpace and
d Facebook.
F b k

• This type of targeting mines consumer

profiles to find their interests, not by
p y
keywords, but by what they say and
what they y say
y they
y do.
Hyper targeting
Hyper-targeting
Early Results on HyperTargeting

Early adopters of HyperTargeting:

Proctor & Gamble, Ford, and Microsoft

“Performance lifted up
p to 300% for those
using HyperTargeting”

Source: Brandeo.com
Mobile Media Marketing &
Communications
Mobile Media Embraced Outside
th U
the U.S.
S

In Japan, approximately 40% of consumers have

used bar codes through their mobile device.
device
 To-the-Minute Tracking

You can…
• check the volume and frequency of
scans per barcode down to the
minute.
• see where your campaign is getting
the most scans geographically. So you
will know which media and which
tactics are working best for you in real
time.
Gaming
Source: http://www.biolucid.com/medical_games/
Some Last Minute Thoughts
• Involve legal when making a new media
decision
• All new media has risk (and value); be
prepared to discuss how you can mitigate
or reduce
o educe risk
s for
o your
you organization
o ga a o
• Educate first; propose second
• Know your organization’s tolerance for
“new” before proposing new media options
• For every inbound question or comment
(survey or call), there are existing and
potential health care consumers actively
discussing the same topic on social media
sites
• Discussions related to your hospital take
place on social media sites, leaving health
care consumers to resolve issues and
questions on their own
• Create an internal game plan that officially
assigns specific people who will address
identified concerns
• The time commitment is vastly underrated
for social media monitoring and tracking
• Customer
C t service
i will
ill fuse
f with
ith marketing
k ti to
t
become a holistic inbound, outbound
campaign of listening to and engaging with
health care consumers
 Get Involved
• Sign up for Google Alerts and add news
and RSS feeds
• Jo
Join a few
e professional
p o ess o a bblogs,
ogs, a few
e outside
ou s de
interest blogs – follow and comment
• Create a Facebook or LinkedIn profile
p
• If you are interested in blogging, use
Wordpress to get started
• If you are not ready for full blogging, open
a Twitter account
Questions & Open
Discussion
For more information or assistance
with new media services contact:

Elizabeth L. Scott
escott@ravennewmedia.com
502 931 9000
502-931-9000

Thank you!
Handouts
New Media Matrix
New Media Matrix
 30 Questions to Ask Before
E
Engaging
i iin N
New Media
M di
1. Will new media be the best option to meet our goals and objectives?
2. What isi on the horizon
i ffor new media
i and health care?
3. Do I really understand my audience’s communication preferences/style?
4. What criteria will I use to select the best new media opportunity?
5. What are some of the best new media options p in health care now?
6. What is it going to take to invest, launch and maintain new media?
7. How can I educate and gain internal executive support?
8. How can I show value and return on my new media investment?
9 What is on the horizon for new media and health care?
9.
10. How experimental is our culture/leadership?
11. What is our organization’s risk tolerance?
12. Who are our internal stakeholders?
13 How tightly do we need to control the message?
13.
14. What are the opportunities and pitfalls of having an open channel?
15. Do we need to monitor online communities?
 30 Questions to Ask Before
E
Engaging
i iin N
New Media
M di
16. Who manages new media in our organization?
17 C
17. Can it stand
t d alone
l or does
d it needd support? t?
18. How much can we invest?
19. How do we measure it?
20. What are my y metrics for success?
21. Does the selected new media align with our organization’s mission and
vision?
22. Is it feasible to implement and maintain?
23. What is the risk
risk-adjusted
adjusted value of the new media initiative?
24. Will it provide a competitive position for your organization, relative to
competitors or technologies?
25. Does it create a new revenue stream?
26 Does it provide a significant contribution of volume/income for a
26.
high-priority service line?
27. Does it improve or extend brand recognition?
28. Does it advance clinical, service or operational excellence?
29 Will th
29. the consumer recognize i th the value
l off the
th new
media product for his or her care or convenience?
30. Is there a long-term community need for new media?