a founding ceo's perspective on marketing a healthcare startup
DESCRIPTION
The Swiss Marketing Club Léman (SMC) hosted a presentation in Lausanne of how the healthcare startup imCare AG launching its online service in the U.S. using inbound marketing.TRANSCRIPT
A Founding CEO’s perspective on Marketing: !
Connect and Engage Customers in Conversation and Great Brand Experience !!
Dr. Jordan McAfoose Founder & CEO !
Phone: +41 79 931 3274 Email: [email protected]!
!November 27th, 2013; v1
Introduction: IAM-CARE - Caregiving Platform for Alzheimer’s & Dementia !!Pain Point: Traditional OUTBOUND marketing ‘mentality’ !!Solution: Leveraging INBOUND to engage target audience !!Application: Define Personas, Develop Strategy, Measure & Adapt
Overview
Dementia is a Global Healthcare Crisis
2010 4.4 M 2030 7.1 M 2050 11.0 M
2010 10.0 M 2030 14.0 M 2050 18.7 M
2010 8.7 M 2030 17.9 M 2050 30.78 M
2010 7.0 M 2030 14.6 M 2050 29.2 M
2010 3.4 M 2030 7.7 M 2050 16.1 M
2010 1.9 M 2030 3.9 M 2050 8.7 M
2010 0.3 M 2030 0.6 M 2050 0.9 M
North America
Central & South America
East Asia
South & Southeast Asia
Europe
Australasia
Africa
IAM-CARE: Tell a story
4
Caregivers are stressed and over-burdened!
American Alzheimer Association, Facts and Figures, 2012
0%
20%
40%
60%
80%
Emotional stress Financial stress
72%
56%
33%
61%
Stress increases institutionalization & cost
Gitlin, Winter, Dennis, Hodgson, & Hauck 2010; Lyketsos et al., 2011
Caregiver stress
Nursing home placement
Health care costs
Daily challenges &
Behavioral problems
Segmented Market Fails to Address Complex Needs
Health Tools
NetworksPatient
Health Networks
Knowledge
Professional
Knowledge Networks
An Integrative Healthcare Platform is the Solution
Health ToolsProfessional knowledge
developed by experts Health management recommender system
‘Real-time’ health tracking and reporting system
Privacy-driven care network
Manage health as ‘care teams’Community-driven knowledge
Networks
Knowledge
Example: How do we currently assess our patients?
IAM-CARE: An innovative approach to health tracking
IAM-CARE optimizes patient-caregiver-doctor interaction
Trac
king
Sys
tem
Information and Netw
ork
Pain Point: Traditional OUTBOUND marketing ‘mentality’
… Outbound, outbound… we need millions in marketing $$
Traditional OUTBOUND marketing is eroding
Inbound Marketing is Cost-Effective
Consumer behavior has changed
As a startup, we need to be
agile & flexible
… as well as, measurable &
cost-effective
Solution: Leveraging INBOUND to engage target audience
Inbound Marketing is Cost-Effective
Out-sourced agencies are more EFFECTIVE
Supportive technologies simplify INBOUND marketing
The INBOUND marketing machine drives business
Source: GroupM, Nielssen
90%click on organic search resultsNot AdWords
Application: Define Personas, Develop Strategy, Measure & Adapt
Confidential 26
Define our customer throughout all stages of dementia
Build a lasting relationship with our target audience by conveying a deep understanding of the plight of dementia caregivers and patients.
Concerned
Despair
Challenges
Vulnerable
Guilt
IsolationDependent
InsecureConfused
VoidPre-diagnosis
Diagnosis
Early stagesModerate stages
Advanced stages
End-of-life
Needs & Beliefs analysis - Caregivers
26
EMOTIONAL !⬥ Realistic expectations ⬥ Validation of their feelings ⬥ Confidence ⬥ Empathy ⬥ Reassurance ⬥ Relief ⬥ Recognition ⬥ Need a constant ⬥ An anchor ⬥ A feeling of community ⬥ Sense of belonging ⬥ Shared feeling of responsibility ⬥ To fulfil my duties to the family ⬥ To face change
RATIONAL !⬥ Better communication ⬥ Education ⬥ Organization ⬥ Routine and structure which can flex to patient
needs ⬥ Expectations ⬥ Care plans ⬥ Tools to communicate with family ⬥ A means to connect with family ⬥ Regularity ⬥ Accessibility ⬥ Easy to share updates ⬥ Contact without obligation ⬥ Planning and logistical support ⬥ Continuity of care
IAM-CARE: Tell a story
27
Melody ‘The concerned family’
P
28
Henry ‘Recently Diagnosed’
S
Leverage keyword research for On-Page SEO
Identify and engage multipliers and influencers
Multipliers!Alzheimer’s Disease International
USagainstAlzheimers!Alzheimer Scotland Alzheimer Australia
Swiss Alzheimer’s Association Dementia SA
Alzheimer New Zealand
Clinical Research Centers!Harvard UCLA
Oregon Health Science John’s Hopkins University
Duke VUmc Alzheimercentrum!
University of Zurich
Opinion-leaders & Advocates!Prof. John H Growdon!Prof. Philip Scheltens!
Prof. Roger Nitsch!Prof. Christoph Hock Prof. Jefferey Kaye Prof. Laura Gitlin!
Zaven Khachaturian George Vradenburg!
et al.
Leverage partner channels to generate leads
Landing Pages: Top Pages this Month
33
Landing Page Views Submissions Conversion Rate
IAM-CARE Dementia - Beta Test Invite 169 57 33.73%
FREE eBook: You and Your Family: An Empowered Approach to Dementia 109 45 41.28%
Beta Test Invite | US Against Alzheimer's 78 33 42.31%
Beta Test Invite | Dementia South Africa 17 3 17.6%
Beta Test Invite | Alzheimer Scotland 13 5 38.46%
Typical industry standards are 20% for landing page conversion rates. IAM-CARE exceed this with an average above 30%
Nurture leads & drive conversions via automated workflows
Email: Top Email Marketing Messages
35
Article Sent Opened Open rate Clicked Click rate%
[001-NL-E] Newsletter for October 2013 161 58 36.3% 21 13.1%
[002-LN-E_01] Welcome to the IAM-CARE beta program
124 57 47.5% 11 9.2%
[002-LN-E_02] IAM-CARE beta: key features you should know about
117 53 45.7% 11 9.5%
[002-LN-E_03] IAM-CARE beta: have you invited others to join your network?
114 47 41.6% 3 2.7%
[002-LN-E_04] IAM-CARE beta: have you connected with a group?
113 47 42% 9 8%
Email performance is very strong, typically doubling the average of 20% open rate. Click rates also fall very well within the benchmark of 5-10%
Grow community and leads via Facebook campaigns
Measurable - Customer Lifecycle Summary
37
Closing message: Rethink your marketing…
Today’s highly networked, mobile and engaged online societies are profoundly eroding traditional advertising practices… !!… Consumer behavior has changed and companies need to attract and involve consumers in conversation and great brand experience… !!Inbound marketing strategies are poised to offer businesses new opportunities to target consumers in ways that demonstrate personalization, value, appreciation and social context.
The world has changed… and so has marketing
A Founding CEO’s perspective on Marketing: !
Connect and Engage Customers in Conversation and Great Brand Experience !