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Keeping Pace with Hyper-Competition and
Technology Enabled Marketing
Keeping Pace with Hyper-Competition and
Technology Enabled Marketing
Paul MatsenChief Marketing Officer
Key Take-AwaysKey Take-Aways
• Insight on adapting to rapidly changing market demands and patient (customer) needs
• Guide to understanding how to leverage and integrate new technologies with speed and style
• Action steps to set your own agenda to stay ahead of hyper-competition -rather than merely keeping pace
Is healthcare a competitive industry?
Is healthcare a competitive industry?
Market ForcesMarket Forces
Surgery SettingSurgery SettingSurgery Setting
INPATIENT
OUTPATIENT
00
2020
4040
6060
8080
100100
19801980 19841984 19881988 19921992 19961996 20002000 20042004 20082008
%%
Local CompetitionLocal CompetitionLocal Competition
National CompetitionNational CompetitionNational Competition
Cleveland Clinic ChallengesCleveland Clinic Challenges
Cleveland PopulationCleveland PopulationCleveland Population
300300300
500500500
700700700
900900900
195019501950 196019601960 197019701970 198019801980 199019901990 200020002000 201020102010
#Thousands
##
ThousandsThousands
20092009 2010201020082008
Unemployment Unemployment
9.3%9.3%
11.0%11.0%
44
55
66
77
88
99
1010
1111
1212
1313
%%
NationalNational
OhioOhio
City of ClevelandCity of Cleveland
9.4%9.4%
0%0%
5%5%
10%10%
15%15%
20%20%
25%25%
30%30%
35%35%
Mar '08Mar '08 Jun '08Jun '08 Sept '08Sept '08 Dec '08Dec '08 Mar '09Mar '09 Jun '09Jun '09 Sep '09Sep '09 Dec '09Dec '09
Low National AwarenessLow National AwarenessLow National Awareness
MAYO CLINICMAYO CLINIC
JOHNS HOPKINSJOHNS HOPKINS
CLEVELAND CLINICCLEVELAND CLINIC
ObjectivesObjectives
• Build national awareness
• Attract national patients
• Build national awareness
• Attract national patients
The TargetThe Target
AdviceGivers*43.7MM
AdviceGivers*43.7MM
Age 35+,HHI $75,000+
55.4 MM
Age 35+,HHI $75,000+
55.4 MM
Source: Nielsen Media Research, NetRatings @Plan. *provides frequent advice for categories aboveSource: Nielsen Media Research, NetRatings @Plan. *provides frequent advice for categories above
Affluent Advice Givers17.1MM - 8% of adults, 12% of Internet users
Affluent Advice Givers17.1MM - 8% of adults, 12% of Internet users
• Active networkers
• Detail lovers
• Opinion sharers
• Active networkers
• Detail lovers
• Opinion sharers
Health
Current events
RelationshipsPolitics
Parenting/family
Financial
Travel
Websites/services
Health
Current events
RelationshipsPolitics
Parenting/family
Financial
Travel
Websites/services
Brand Campaign TargetBrand Campaign Target
PUSH - Advertising, Events, Promos
PULL - Patients looking for healthcare
Break the Creative MoldBreak the Creative Mold
Patient StoriesPatient Stories
Physician AdsPhysician Ads
AWARENESSAWARENESS
The AD Test Scoring ApproachThe AD Test Scoring Approach
PERCEPTION
KNOWLEDGEKNOWLEDGE
BEHAVIORBEHAVIOR
PSB’S AD TEST SCORING APPROACH FACTORS IN 4 KEY PILLARS:PSB’S AD TEST SCORING APPROACH FACTORS IN 4 KEY PILLARS:
AWARENESS
• Were the ads attention-grabbing, unique and memorable?
KNOWLEDGE
• Were the ads informative?
• Do respondents know more about Cleveland Clinic after seeing the ads?
PERCEPTION
• Do the ads boost Cleveland Clinic favorability?
BEHAVIOR
• Do the ads increase respondent’s likelihood to go to the Cleveland Clinic for treatment?
AWARENESS
• Were the ads attention-grabbing, unique and memorable?
KNOWLEDGE
• Were the ads informative?
• Do respondents know more about Cleveland Clinic after seeing the ads?
PERCEPTION
• Do the ads boost Cleveland Clinic favorability?
BEHAVIOR
• Do the ads increase respondent’s likelihood to go to the Cleveland Clinic for treatment?
Advertising
AdvertisingAdvertising
AdvertisingAdvertising
AdvertisingAdvertising
AdvertisingAdvertising
Heart & Vascular InstituteHeart & Vascular Institute
US NewsUS News
Global PatientsGlobal Patients
Cancer Cancer Cancer
Children’s HospitalChildrenChildren’’s Hospitals Hospital
Media MaximizedMedia Maximized
High Impact PlacementsHigh Impact Placements
High Impact PlacementsHigh Impact Placements
New York Times Crossword PuzzleNew York Times Crossword PuzzleNew York Times Crossword Puzzle
New Use of MediaNew Use of MediaNew Use of Media
• Social media Integration
- Puzzle hints on Twitter
- Solution revealed on our Facebook page
•• Social media Social media
IntegrationIntegration
-- Puzzle hints on Puzzle hints on
TwitterTwitter
-- Solution Solution
revealed on our revealed on our
FacebookFacebook pagepage
New Yorker cartoonNew Yorker cartoonNew Yorker cartoon
New York TimesApril 18, 2010
New York TimesApril 18, 2010
1.6 Million Readers1.6 Million Readers
Digital IntegrationDigital Integration
DigitalDigitalDigital
MobileMobileMobile
Be Where the Patients AreBe Where the Patients Are
SEM ExamplesSEM ExamplesSEM Examples
Valve SurgeryValve SurgeryValve Surgery EpilepsyEpilepsyEpilepsy
PPC ConversionsPPC Conversions
$Millions
$Millions
00
200200
400400
600600
800800
10001000
12001200
14001400
Q109Q109 Q209Q209 Q309Q309 Q409Q409 Q110Q110 Q210Q210
00
22
44
66
88
1010
1212PatientsPatients
CM$CM$
Join the ConversationJoin the Conversation
Twitter @ClevelandClinicTwitter @Twitter @ClevelandClinicClevelandClinic
Digital Ecosystem Digital Ecosystem Digital Ecosystem
LetsMoveIt.org
In-ArenaScoreboard
Digital signage
Crowd engagement
OnlineSocial media
Mobile App
Community Offerings
At-HomeTV
Radio
Campaign ResultsSeptember 16 – December 8
Campaign ResultsCampaign ResultsSeptember 16 September 16 –– December 8December 8
14,607
2,290
2,524
1414,607,607
2,2902,290
2,5242,524
Site Visits
Wellness Tips Sign Up
App Downloads
Site VisitsSite Visits
Wellness Tips Sign Up Wellness Tips Sign Up
App DownloadsApp Downloads
2010 Results2010 Results2010 Results
•• Target Audience Awareness Target Audience Awareness +15%+15%
•• Web Visits Web Visits +20%+20%
•• Web ContactsWeb Contacts +35%+35%
•• Web Appointments Web Appointments +25%+25%
•• FacebookFacebook Fans Fans +188%+188%
•• Twitter FollowersTwitter Followers +205%+205%
•• You Tube ViewsYou Tube Views +440%+440%
•• SEM LeadsSEM Leads 36,00036,000
experimentation
Key Lessons LearnedKey Lessons Learned
Cross-functional approach
don’t be afraid to fail
How to stay ahead?How to stay ahead?
• Embrace new technologies
• Test and learn
• Engage innovators and leaders
• Get your leadership involved
• Have fun!
• Embrace new technologies
• Test and learn
• Engage innovators and leaders
• Get your leadership involved
• Have fun!
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