TABLE OF CONTENTS

  1. INTRODUCTION
  2. NEW CHALlENGES, NEW OPPORTUNITIES: MARKETING 4.0
  3. OUR HEALTHCARE MARKETING RESEARCH METHODS
    1. SITUATION ANALYSIS
    2. MULTIDIMENSIONAL MARKETING RESEARCH
    3. MULTIDIMENSIONAL TARGET GROUP SEGMENTATION
    4. PATIENT PERSONA
    5. PATIENT JOURNEY MAP
    6. SENTIMENT ANALYSIS
    7. SOCIAL LISTENING
    8. DESIGN THINKING
    9. COMPREHENSIVE DIGITAL AUDIT
    10. MARKETING EFFICIENCY ANALYTICS
  4. OUR HEALTHCARE DIGITAL MARKETING SOLUTIONS
    1. PERSONAL AND CORPORATE BRANDING
    2. COMPLETE SOCIAL MEDIA MANAGEMENT
    3. SEARCH ENGINE MARKETING (SEM)
    4. PATIENT EXPERIENCE DESIGN AND EXPECTATION MANAGEMENT
    5. MOBILE FIRST USER EXPERIENCE DESIGN
    6. MULTILAYERED WEBSITE ARCHITECTURE
  5. SUPPLEMENTARY SERVICES
    1. PUBLIC RELATIONS CAMPAIGNS AND SPONSORED PRESS
    2. TRAININGS, SEMINARS AND COACHING
    3. MARKETING STRATEGY CREATION
    4. AGILE PROJECT MANAGEMENT
  6. LET’S WORK TOGETHER

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Marketing communication methods and services from first healthcare marketing

1. INTRODUCTION

Thank you for the opportunity to introduce the services of First Healthcare Marketing (hereinafter referred to as 1EM), with which we can effectively support the development of healthcare enterprises.

To maintain and restore health, a high-quality healthcare service system is needed, where the best professionals can provide the best medical treatment, under the best circumstances to the patients, who, by having accurate information, can get the best medical treatment possible as quickly as possible. With this mission, building on the marketing experience I gained over more than a decade in the field of healthcare, I have established 1EM. With my expert team, building on our marketing communication knowledge specialized in healthcare, we set a goal to help healthcare providers to achieve their professional as well as business objectives. We think, that with the professional application of the latest marketing solutions we can contribute to the development of a healthcare system that provides top quality services.

With the advancement of digital communication and the spread of mobile devices, the world of marketing is undergoing a pivotal transformation. That is why 1EM, by combining traditional and the latest digital marketing solutions, has established a comprehensive, data informed service portfolio that is optimized for healthcare enterprises. Our solutions and methods have already proven their effectiveness in establishing a sustainable, measurable and profitable healthcare marketing practice.

We do not just design and execute successful marketing campaigns but embed our expertise and experiences into the daily processes of healthcare enterprises efficiently, working closely with our clients. This way we enable our client to successfully turn the challenges detailed in the next chapter into business opportunities.

In this document we briefly introduce our services, hoping that soon we can welcome you among our clients.

Krisztina Horváth
Founder & CEO

2. NEW CHALLENGES, NEW OPPORTUNITIES: MARKETING 4.0

The Internet and mobile devices have been parts of our life for decades. For healthcare enterprises, technological changes of the recent years mean both enormous challenges and lucrative opportunities.  We are witnesses to and active participants in the changes in marketing communication. In this new digital world, it is very important how, when, about what, and with whom we communicate (see Section 2.3 and 3). The exponentially growing social media platforms, online social networks (see Section 2.7) are not only new marketing communication channels in the marketing toolkit, but they form a totally new ecosystem of platforms. This requires a new way of thinking and a new approach (see Section 2) from healthcare enterprises striving for success. In the age of 4th generation marketing communication we can turn the following challenges into opportunities:

  • Target audiences spend less time processing messages, instead they filter and challenge information with more discerning personal filters (see Sections 2.2 and 2.3)
  • The number of competing online marketing messages is growing exponentially. The target audience simultaneously expects to derive information, solutions to their needs and experiences from these messages. We can only achieve this if instead of sending static messages, we engage in dynamic conversations with the consumers on the healthcare market, the potential clients. (see Sections 2.4 and 2.5)
  • The target audience, instead of taking the passive role of simply receiving messages, now take part in actively formulating the messages by publishing their reactions and sentiments to the online messages. The importance of genuine user interactions i.e. likes, comments, shares etc. increases. There is no free reach, we must work for it, we should give experiences. (see Section 2.7)
  • While earlier marketing communication used to be the role of a dedicated team or department only, now all employees of a company take part in building the brand’s image by being present on social media platforms. (see Sections 3 and 4.2)
  • With traditional marketing tools, possible mistakes were usually limited in time and space and their implications could have been remedied relatively easily. Today however, incidental mistakes spread very fast (virally) in time and space in an uncontrollable way. Their implications are almost impossible to predict and to mitigate their impact we must be continuously present in the online space. (see Section. 2.6.)
  • The traditional dimensions of marketing segmentation (demography, residence, education, social/economic state, age etc.) are less relevant in the online space, their role is taken over by personal characteristic features that can be determined only with the use of special methods (personal values, emotional reactions, motivation, inhibitions, “tribal point of view” etc.). (see Sections 2.4, 2.5 and 2.6)
  • In digital marketing we can quantify the efficiency and efficacy of our messages in ways that was unimaginable before. With the almost real-time processing and analytics of data generated in the online space, it can be determined almost immediately if a message is effective or not. This also makes close to real time fine tuning and message adjustments possible. (see Sections 2.9 and 2.10)
  • Today a brand must aspire to be more than just a recognizable name or logo. A successful brand is a story, that is helpful, interesting and informative for the patients. With this new brand, the patients can identify with it and they can trust it. A strong brand also means a lasting and trusted relationship where messages are not merely sent, but the brand listens to the patients, and engages in meaningful dialogues with them. (see Section 4.1)

3. OUR HEALTHCARE MARKETING RESEARCH METHODS

Compared to other services, healthcare services have unique characteristics that require specialist marketing expertise. The aim of healthcare services is to manage the recovery, improvement and preservation of health. Here, the human factor is significantly more important than in the case of other services. Therefore, the marketing communication must also be more accurate, specific, scientifically correct, comprehensible and most of all empathetic. To achieve this, besides the information and data collected with the use of traditional market research methods, it is necessary to generate insights by applying special methods and tools. At 1EM we use methods that are tested and optimized for private healthcare providers using world-class data analytics tools. In this section we give a brief overview of these methods and tools.

Throughout this document each contains three main themes:

  • Overview – a brief introduction to the topic and a short background why we offer it to our clients;
  • Approach – since the value of any solution is determined by how it is used or applied this section contains details about how 1EM uses the methodology
  • Application – based on our experiences and identified best practices, we provide details how a given solution can benefit our clients

3.1 SITUATION ANALYSIS

Overview

To achieve the strategic objectives of the enterprise, including the creation and execution of a successful marketing strategy, it is essential to understand both the external factors (market, legal and social) and the internal factors (corporate, functional, personal) affecting the business. A marketing communication strategy that is flexible, opportunity-searching, and successfully adapts to the changing market conditions is an essential part of every business strategy and for the establishment of a culture that supports this effort and improves efficiency.

Approach

We analyse the current situation by identifying those external factors (i.e. beyond the control of the enterprise) and internal factors (i.e. under the control of the enterprise that have either positive or negative effects on the enterprise. Once identified, we collect granular data about these factors to prepare a detailed SWOT analysis. Based on these insights, we prepare a marketing communication strategy matrix and a detailed action plan, that complements the business strategy of the company and efficiently supports the corporate values and culture.

Application

The SWOT analysis and the marketing strategy matrix together forms a responsive framework. This strategic toolkit can be used to accurately plan and design marketing communications by identifying the most effective methods, defining objective measures of success and mapping the necessary supporting organisational processes.

Based on the insights generated from the SWOT analysis we build an actionable strategy. Without these, opportunities will remain dreams, threats will become roadblocks and strengths can deteriorate into weaknesses.

3.2 MULTIDIMENSIONAL MARKETING RESEARCH

Overview

With the combination of traditional quantitative and qualitative marketing research methods and the latest data mining and data analysis platforms 1EM compiles detailed and insightful analyses about competitors, target audiences and internal processes. This is essential to be able to design and execute the right communication, to the right audience, using the right channels, in the right time, successfully.

Approach

Focusing on the business and marketing goals and considering the insights from the situation analysis, we identify the most important questions that must be answered to choose the best marketing approach. To answer these questions, besides the traditional data collection methods, we use the most advanced online data mining and data analytic platforms.

Application

With the application of multidimensional market research, we can deploy data informed marketing solutions, delivering marketing messages to accurately identified target groups via the most effective channels using the most efficient media and timing. The insights gained during the research allow us to engage in active conversations both online and offline.

In healthcare marketing, insights gained during the marketing research are more than mere numbers. These are human situations, life stories, desires, hopes and fears. As a responsible agency, we take all these into account to help our clients to achieve their business goals.

3.3 MULTIDIMENSIONAL TARGET GROUP SEGMENTATION

 Overview

While many people are looking for solutions for their health issues, a successful healthcare provider must focus on those potential patients to whom it can offer services that meet or exceed patient expectations while successfully reaching its professional and business goals. This group of patients is the target group of the enterprise. With advanced qualitative and quantitative analyses, we can identify further segments in this target group, making the conversations between the patients and the business even more accurate and effective. 1EM uses demographic (age, sex, income etc.), geographical (settlement type, population density, distance etc.), psychographic (activities, interests, opinions, values etc.), sociographic (social position, connection network, personal needs etc.) and behavioural (decision making process, observed shopping process etc.) factors to identify such segments.

Approach

Our multidimensional segmentation models are built keeping the following segmentation principles in focus:

Identifiability: Segmentation attributes must be measurable and distinguishable. Availability: We can reach the people belonging to the identified segments via communication and they are able and willing to use our clients’ services. Effective size: The segment must be big enough so that we can reach them in a cost-effective way through the chosen communication channels. Profitability: The segment must fit the business goals. Individual needs: Segments must be distinct enough to be engaged with differentiated marketing messages. Durability: To ensure that the objectives set out in the marketing strategy are cost effectively achievable, the segments must be relatively stable in time. Measurability: The behaviour of the given segment must be measurable so that we could analyse the effects of the marketing activity. Compatibility: The segments must be compatible with the resources, the range of services and the professional and business goals of the enterprise.

Application

By accurately identifying different segments in the target group, we develop effective and targeted marketing action plans. Knowing the characteristics of the segments we can use the most effective channels, the most impactful messages and the most precise timing to ensure the success of marketing campaigns. Our multidimensional target group segmentation models do not only increase overall business efficiency but can also be used as input to further improve and diversify services, inspire innovation and identify further opportunities on the market. It is the fastest and most cost-efficient way to connect the right patients with the right services.

With accurate segmentation, the healthcare services provider can communicate effectively with target groups that will contribute to reaching its professional and business goals the most.

3.4 PATIENT PERSONA

Overview

In the age of dynamic online communities, it is essential to understand the patients’ needs, likes and dislikes. We need to know in which period of the day, on which online platform they look for information, chat about their problems or just watch a movie. The so-called Buyer Persona, used in traditional marketing, is built from the descriptive characteristics (e.g. age, sex, location, income status, education etc.) of the members of a specific target group segment. In addition, it describes behavioural aspects (e.g. preferences, aspirations, values, goals, expectations, fears etc.) as well. 1EM further developed the concept of buyer personas and established the methodology to create patient personality profiles, the Patient Persona. Using these patient persona models, we can predict and influence the behaviour of a target patient group and customise the marketing communication so that it provides the most relevant information for the patients while effectively supporting the professional and business goals of the private healthcare enterprise.

Approach

To create an accurate patient personality profile, we follow our multiple stage research process. This multidisciplinary research process includes psychology, social network analytics, focus groups, big data analytics and in-depth interviews. The number of patient personas developed depends on our client’s marketing and business objectives. We use a rigorous testing regime to consolidate and refine the patient persona profiles before using them to plan, execute and test marketing communication campaigns. In addition, we continuously update and refine these profiles based on the findings of marketing campaign analyses.

Application

With a tested patient personality profile, we can communicate with the potential patients at the best time, at the best place and with the most efficient visual and written contents. This allows our clients to have real conversations with their potential patients in the early stages of the patients’ decision-making process, as understanding and expert partners. In addition, patient personas are useful for process optimization or staff training, as well as to improve existing services or to identify new opportunities. By combining patient personas with patient journey maps (see Section 3.5), we can accurately manage patient expectations and design patient experiences.

With the use of patient personas, we can reach the best patients at the right time, at the right place, with contents that will generate communication or action.

3.5 PATIENT JOURNEY MAP

Overview

The patient journey map is a detailed map of the process steps a patient goes through from the first symptom to recovery. At each step we identify touch points, where we get in touch and communicate with the patients. We determine the expectations, desires and fears of the patients, and identify the influences that support or hinder the patient to take the next step. This allows us to design a positive communication strategy along the patient journey that guides patients to the healthcare services of our clients.

Approach

Healthcare services are typically complex, very personal and require trust from the patients and timely, accurate and easy to understand information from the healthcare service provider. Therefore, we have developed a research methodology to study each process step a patient goes through from the moment of searching for information about the experienced symptoms to the completion of the treatments. We study each of these steps using the latest international research findings, data analytics and survey tools. The resulting patient journey maps provide the most detailed and accurate insights about the healthcare service processes, from the viewpoint of both the patient and the healthcare provider.

Application

Using the patient journey map, we can design and plan a marketing communication programme for each step of the process the patient takes, optimised for patient personas. With this we can manage patient expectations and design experiences in the process stages. Using the patient journey map, we can also optimise and simplify complex healthcare processes.

In addition, patient journey maps also give insights into what competencies and skills need to be added to or improved in the company, to improve service quality and operational efficiency. We identify these by using a scorecard system to analyse patients’ sentiments at each process step (see Section 3.6).

Patients judge the quality of healthcare services based on their expectations and their experiences. With the patient journey map, we can manage expectations and design experiences.

3.6 SENTIMENT ANALYSIS

Overview

Sentiment analysis is one of the most dynamically evolving areas of social media marketing which shows its importance. Through analysing the emotional charge of posts and comments while interacting with the audience of the marketing communication we can adjust and fine tune our responses to be the most helpful and useful for the potential patients. It is also an ever more important tool in crisis management and PR [1].

Approach

1EM uses one of the leading text analysis platforms to prepare objective, quantifiable and comparable analyses of subjective posts and comments. Using the results from this analyses to study patient segment behaviour, we can accurately measure the effectiveness of our marketing communications.

Application

With the help of sentiment analysis, we can identify positively and negatively charged messages near real time.  This allows us to design effective responses instead of ad hoc reactions on every social media platform. Sentiment analysis is also an essential tool to enhance patient segmentation with psychographic segmentation, that enables us to engage in useful, helpful and proactive communication with the potential patients, using “their language”. This increases message authenticity and trust, therefore helps in achieving the desired actions more effectively.

[1] 1EM is committed to ethical data collection, data management and data analysis. We fully comply with the stipulations of GDPR. 1EM continuously audits and safeguards the use of its research results in close cooperation with our clients.

When choosing a healthcare service provider, a patient’s decision is strongly influenced by the opinions and suggestions of other people. With the help of sentiment analysis, we can have a significant influence by being and authentic and trusted participant in these conversations.

3.7 SOCIAL LISTENING

Overview

During social listening, we continuously analyse where and in what context the healthcare enterprise is mentioned, and what kind of reactions are generated. Social network analysis combined with social listening helps to identify the most influential opinion leaders and their social networks [2]. With the help of this we can work out an accurate and effective PR and marketing communication in the online social space.

Approach

Social listening and social network monitoring requires the processing of a large amount of data that is quickly and continuously generated and has a varied content. For this, 1EM uses the data collection and analysis platform, that is used by the leading communication agencies, too.

Application

Using the results of social network monitoring, we can create a relatively accurate image of the online perception of the enterprise, and of the direction, speed and success of the spread of online campaigns. This makes it possible to do the fine tuning as soon as possible. We can use the information gained while doing social network analysis in campaign planning, for target group segmentation, content writing, preparing patient personality profiles and for successful crisis communication.

[2] 1EM is committed to ethical data collection, data management and data analysis. We fully comply with the stipulations of GDPR. 1EM continuously audits and safeguards the use of its research results in close cooperation with our clients.

Social network analysis opens a previously inconceivable opportunity in the field of digital marketing: we can accurately measure and control the direction, time and speed of the spread of online message.

3.8 DESIGN THINKING

Overview

Design thinking is a structured problem-solving method that makes innovative focused thinking a part of the organisational culture. Using empathy, creativity and professional knowledge and experience, we have developed solutions to improve the relationship between the healthcare service provider and the patient at every step of their interaction through focusing on the experiences and expectations of the patients. Design thinking is the key to foster continuous improvement in an organisation.

Approach

With the implementation of an effective and efficient marketing practice, the healthcare provider also has an opportunity to improve existing practices and processes. Using patient journey maps and patient persona models (see Sections 3.4 and 3.5) we can identify areas where current processes and services can be improved, or potential new services that could be provided to the patients. Our experienced team, in close collaboration with the healthcare service provider’s team, can use design thinking to prepare detailed proposals, keeping both the business goals as well as the patient experience in mind.  From this proposal package our client can choose the one(s) that will be implemented. If needed, 1EM can provide continuous and expert support or project management during these implementations.

Application

In a market continuously facing disruptions from many directions, it is essential for every healthcare provider to continuously improve and innovate. Using design thinking and the insights from our market research, our clients can make significant improvements through small changes. Whether it is just a tweak in the reception process, more patient friendly online communication, or services supported by digital tools on mobile devices, design thinking brings the human factor into every process that will contribute to the business success. Through our expert application of the methodology we embed innovation into the organisational culture for the long term. This results in better service quality, a more financially sound service portfolio, increased patient satisfaction and improved employer branding.

The way to provide the best services to the patients is to empathise with them. To understand what they are going through at each step of the medical process. This enables us to make each step as painless and simple as possible and the marketing communication supportive, informative and effective.

3.9 COMPREHENSIVE DIGITAL AUDIT

Overview

Building a strong brand and a solid reputation appears to be simple, but requires a carefully designed and managed online presence supported by a professionally orchestrated online communication flow. Design, functionality and appeal are as important as search engine ranking, optimised and regularly refreshed keyword structures, and seamless device integration. 1EM uses a structured digital audit to assess our client’s digital image and identify areas where improvements would be beneficial.

Approach

During the digital image audit our experienced expert team, using proven analytical applications, prepares a detailed analysis about the brand’s performance and image in the digital space. We analyse website(s) structures and content and establish search engine scores, to identify gaps and inefficiencies in a websites structure and coding, and prepare a detailed list of suggestions on how to fix the issues identified. We prepare a detailed analysis of existing social media profiles our client has and compile a comprehensive step-by-step action plan to make improvements. We also include a detailed analysis of the competitors and make suggestions on how to stand out in the digital crowd.

Application

By implementing the suggestions made during the audit, we will create a strong and consistent digital brand image that supports your business and professional goals. Using our audit outcomes, we can create a digital presence (written and visual) that will enable the healthcare service provider to establish deep connections with their patients. Our experienced copy writers, graphic designers, programmers and data analysts will work as a team with our client’s representative(s) to build a renewed digital brand image that focuses on a successful business with satisfied patients.

Simply being present in the digital space is not enough to have a strong digital brand. A successful digital image must be consistent across every digital platform. To achieve this, it must be professionally designed and built by dedicated professionals using data informed insights.

3.10 MARKETING EFFICIENCY ANALYTICS

Overview

1EM follows the principle that we can only improve what we can measure. In the world of digital marketing, marketing communication can only be considered effective and serve the business and professional goals of healthcare enterprises if its effects can be accurately quantified in business reports. 1EM offers in-depth marketing analytics and reporting that accurately and objectively show the return on investment in marketing. We offer highly visual, intuitive dashboards and reports for the executive team as well as for the operational areas.

Approach

1EM plans and executes every marketing communication with data analytics being a part of our work by design. We continuously collect data during our campaigns and use our experienced data analysts and visualisation experts to translate this data into insights. We present the results to our partners in a transparent, visual form, that can be easily used for making decisions. We offer an established and proven set of metrics and key performance indicators (KPIs) or we can report on the KPIs defined by/with our clients.

Application

With the help of the analytical and visualization methods used by 1EM, our clients continuously receive information about the effectiveness of our work, allowing their return on investment (ROI) in marketing to be proven. This provides important information for business planning and for identifying development possibilities. The quality of the visual elements and dashboards we deliver allows our clients to use these across the business (publications, brochures, leaflets etc.).

Marketing data analytics and visualization can reveal causal relationships and trends in a short period of time, generating actionable insights. This is only possible by applying skills and tools that can turn data into meaningful business information.

4. OUR HEALTHCARE DIGITAL MARKETING SOLUTIONS

1EM is a professional digital marketing agency that helps its clients achieve their professional and business goals using data informed insights and a comprehensive digital marketing service portfolio. We designed our services so that we can customise the mix of services delivered based on the needs of our clients. We are proud of our flexible and innovative relationships with our clients that made us a successful and respected healthcare marketing agency with a strong market presence in the last 10 years. With our passionate and dedicated expert team and world class tools, we thrive on challenges and focus on our clients’ long-term success.

4.1 PERSONAL AND CORPORATE BRANDING

Overview

Today a brand means more than a recognizable name or logo. The successful brand, whether it is the personal brand of an excellent professional, or the corporate brand of an enterprise providing healthcare services, is a compelling story, too. It is a story that is helpful, interesting and informative for the patient. A story, the patient can identify with, and which the patient can trust. A good brand is a lasting and privileged relationship, too, which does not push messages, but engages in meaningful conversations with the patient. A good brand identifies and differentiates.

Approach

To build a brand, 1EM assesses and specifies the most important strengths of the healthcare professional or enterprise. We specify those elements with which we can establish a strong, authentic brand story that is useful for the patients. Working closely with our clients, we turn this story into a unified image in the digital and physical worlds. During branding we focus on the “Why”, i.e. the reason the professional or the enterprise considers their driving force – the goal they chose to work towards. This must be reflected in the brand, because this is the reason why the professionals and assistants of the enterprise work day by day. While defining this message is more challenging than it seems, it is the core principle of brand building in the hyperconnected world.

Application

The brand, created by 1EM for the professional (personal brand) or for the enterprise (corporate brand) working in the field of healthcare is the central element of every marketing communication activity. With the use of the story behind the brand we win the attention of the patients constituting the target group, therefore we can participate in their decision-making process right from the beginning, as a professionally and humanely trustworthy partner. The goal of 1EM is to establish a durable brand value, with which the healthcare professional or enterprise can fully identify.

By establishing an authentic brand, the healthcare enterprise creates a value system, with which the patients can identify. The brand establishes trust, it makes the marketing communication authentic and it increases the patients’ loyalty to the healthcare brand.

4.2 COMPLETE SOCIAL MEDIA MANAGEMENT

Overview

The seemingly simple, but continuously changing social media platforms pose a formidable challenge to most enterprises. While it takes just a few minutes to post a message, if not done professionally, it can have damaging effects that can last months or years and cost the brand dearly. For a successful social media presence, experienced professionals with up-to-date knowledge are required. The social media management tools we use not only lets the target group learn about the existing services, but can also engage them in meaningful conversations. This can help to improve efficiency, optimise the service portfolio and increase the brand value.

Approach

Using insights gathered during our marketing research we prepare a social media strategy that covers the business goals, the tools to be used on social media to achieve them, and the creative ideas to support them. Working closely with our clients, we design the social media brand image that best reflects the aspirations of the business.

The experts of 1EM establish continuous and rich dialogue with the target group of the healthcare enterprise, with carefully crafted contents and timing, using the diverse functionalities provided by social media platforms.

Using various tools from our service portfolio (see Section 3) we continuously measure and optimise contents and design to improve efficiency and efficacy.

Application

Managing social media sites: Building up social media sites and auditing them or if necessary, completing the existing sites.

Content generation: Creating posts and contents based on the content strategy

Monitoring and moderating social media sites: Continuously monitoring user communication on the managed platform, answering questions and exercising prompt moderation if necessary.

Crisis management: Taking prompt action if a communication stream has potentially damaging effect on the brand.

Monitoring Facebook Page Manager and handling Facebook Ads Manager: Handling, launching and supervising ads according to the strategy, continuous measurement and analysis of effectiveness.

Facebook ad campaign plan: Preparing a detailed campaign plan, containing the budget, objectives and design guidelines.

For readily available service packages, please refer to the table on the last page.

The social media experts of 1EM have vast experience and up-to-date knowledge in managing the following social media platforms: Facebook, Instagram, Twitter, LinkedIn, Google+, YouTube.

4.3 SEARCH ENGINE MARKETING (SEM)

Overview

Search Engine Marketing (SEM) includes Search Engine Optimization (SEO), and the management of paid advertisements (PPC – pay per click, Google AdWords). During search engine optimization, we optimise our client’s webpage to be on the top in search engine result lists, for specific search term combinations. This includes content optimisation, metadata optimisation and keyword structure optimisation. We also design and manage paid advertisements using the latest analytical tools to maximise effectiveness using certified experts and analysts in the field.

Approach

During SEO we carry out an in-depth review of the existing website(s) of the healthcare enterprise. This includes website structure analysis, text analysis, visual content audit, metadata analysis, keyword structure analysis and a series of technical reviews as well as alignment with social media platforms. Based on this, our experts prepare a detailed list of improvement suggestions. 1EM offers certified experts to implement these changes, leading to significant improvement in search engine ranking. This will result in higher visitor numbers and more efficient communication.

Paid advertisements are uses for marketing campaigns with well-defined objectives and budget. After collecting and analysing data, we build additional websites that are optimised for the campaign objective. We use insights generated during the marketing research to tailor these advertisements to reach a well-defined target group and inspire action set out in the campaign plan.

Application

SEO: With improved search engine ranking, being on the top of results lists for specific search terms, we can optimise communication targeting to meet objectives. SEO is also one of the most effective tools to compete successfully in the online space. SEO is a continuous exercise due to the constantly changing search engine algorithms and intense competition. 1EM provides a continuous service to all its clients with certified experts.

Paid advertisements: We use paid advertisements to achieve well defined and budgeted marketing objectives. These objectives can be the introduction of a new service, the extension of existing services, modifying their image, or an ad hoc marketing campaign related to a given topic.

Search engine marketing is one of the most effective and most efficient tools of digital marketing, that requires expertise and experience. 1EM provides this complex service with certified professionals.

4.4 PATIENT EXPERIENCE DESIGN AND EXPECTATION MANAGEMENT

Overview

Patient experience design and expectation management are essential to successful brand building and management. To create brand value, it is important to manage patient expectations accurately and honestly so they know what results they can expect, and what kind of processes they need to go through. Using a patient persona model (see Section 2.4) and a related patient journey map (see Section 2.5) we design enjoyable experiences for the patients. These experiences, when shared with the patients’ peers, will have a significant impact and are extremely valuable for the brand.

Approach

Experience Design: Using the patient journey map and the patient persona model and applying the principles of design thinking (see Section 3.8), we specify where and how we should communicate and interact with the patients to provide the best possible experiences for them. Working closely with our client, we design these communications and interactions, thoroughly test them, then implement them while continuously measuring their effectiveness.

Expectation Management: Using the same approach as in Experience Design, during Expectation Management we focus on ensuring that we truly and honestly provide information about the services to the patients. It is essential to use thoroughly tested communications to avoid under or over promising. 

Application

With Experience Design and Expectation Management we can address the two main emotions that will determine how the patients value the services. Providing better than expected experiences is difficult if the healthcare provider does not know what the expectations or does not have control over the patient experiences. With our design thinking approach, we can model patient emotions and ensure that the perceived service value always stays positive. (about mobile-optimized presence you can read more in sect. 4.5.).

Patients value truth and honesty throughout their journey with the healthcare service provider. Managing expectations and designing experiences that meet or exceed those expectations are key to ensure that the patient feels positive about their experiences and value the received services. 

4.5 MOBILE FIRST USER EXPERIENCE DESIGN

Overview

The reach of online content is happening more and more from mobile devices. These are the tools that are not fixed to location and provide continuous reach with the members of the target group. Therefore, 1EM optimizes every online content first to these mobile devices in content and functionality.

Approach

While creating website, and social media contents (textual and visual), we keep in mind that the content and functions available at the website should be easily and intuitively usable. The online sites we prepare are tested several times, which involves testing the experiences provided for the users on the most popular mobile devices. The primary goals are transparency, easy usability, enhancing actions and having an appearance that reflects the brand image. The different websites can have different goals, therefore first we need to specify the goal accurately. During the data analysis we specify those keywords that will get the best search results in the given topic. We map the visitor’s journey, and we plan the steps necessary for reaching the goal (conversion). We prepare a detailed specification, that will not contain surprises in the future and makes it comparable with the offers of other service providers.

Application

The content that reflect the brand image, provide experiences, and information to the patients must work well on the different mobile and not mobile platforms (responsive websites). It must open a constant communication channel towards the target group. We use this solution for introducing the healthcare enterprise, for describing the services and for implementing online campaigns, too.

1EM uses a modular content building system, which makes it possible for every textual and visual content to be immediately available on mobile and non-mobile devices, too, by fully utilizing the functional possibilities offered by the given device.

4.6 MULTILAYERED WEBSITE ARCHITECTURE

Overview

While some years ago it was enough to create a single website, however, with the improvement of the internet and mobile devices, nowadays it is necessary to create a multi-level website architecture that offers different solutions depending on the communication goals. 1EM with its experienced and continuously trained programmers and graphic designers provides different website architectures (standalone, microsites and internal landing pages etc.) depending on the strategy. All the sites built by 1EM allow the monitoring of traffic and activities completed on the site. We then analyse the collected data.

Approach

1EM works together with expert colleagues when building websites. These colleagues not only have several years of programming experience, but they know the goals of marketing communication too. The websites, microsites and landing pages prepared by them, apply the latest technological solutions, are search engine optimized and totally compatible with mobile devices. They have been created in a way that we can measure as many interactions and conversions as possible (e.g. clicking on a phone number, filling up a contact form etc.)

Application

Multi-level architectures make the highlighting of services possible in marketing communications.  With targeted campaigns we can address segments of the target group with special messages in an accurate and measurable way. It allows the personal highlighting of some professionals without endangering the brand unity. Because this method provides an infinite combination of solutions, we can build up a clearly defined structure for the sake of reaching the marketing communication goal.

By the implementation of multi-level website architecture, we can accurately measure, test optimize and control our unique marketing messages while preserving brand unity and the goals of the marketing communication strategy.

5. SUPPLEMENTARY SERVICES

In addition to the integrated digital marketing services, 1EM provides its clients with supplementary services, by which the efficiency of marketing communication can be further developed. These services require expertise and connection networks that might not be built up and sustained economically within the healthcare enterprise, therefore they are usually provided by an external partner. To make our clients’ work easier, and to be able to reach the desired objectives more quickly and efficiently, 1EM, besides its digital marketing services, can provide these additional service competencies.

5.1 PUBLIC RELATIONS CAMPAIGNS AND SPONSORED PRESS

Overview

PR appearance is an important part of branding. We can often hear that the person, who appears on television, in the radio or in the newspapers is paid attention to; attention is given to what he says, and to his brand and values represented. It is true even if the press is continuously changing. With the penetration of social media, changes are necessary in this field, too. With the help of generated press campaigns, we reach organic impressions in the media. With unique stories and personalized topics – sometimes with media-specific content – we manage to gain ground for our employers in the press, without paying big amounts of money for the advertising spaces. Our PR expert has 22 years of media experience, a widespread contact network as a journalist and a thorough knowledge of the national press, can make it possible for our employers to appear in the national press as authentic, and are often interviewed as experts.

Approach

After collecting the available information, our PR expert prepares press material related to the given product, brand, or service. The material is informative, interesting and awareness-raising, therefore it gets to the public more easily. An important part of theme processing is that it should cover a topic that affects a lot of people, therefore it is of importance that our experts know the profile of the different media. We send out the final, reconciled version of the press material to the national press, the county daily papers, the televisions and radios. If requested, communication training can be included, where we prepare your employees for the interviews.

Application

With the generated press campaigns, we can reach potential target groups, about whom we do not have any traces of data yet. However, by analysing the requests generated by the press campaign we can get data, with which we can identify new target groups looking for the existing services, or knowing the new needs, we can prepare new service branches.

Moreover, for creating a unified information space it is necessary that the positive image created of our clients should exist not only in the digital space, but in the physical world, too. For this, it is important to combine the tools of digital marketing with the traditional media tools effectively. The goal of the press campaigns we prepare is to convey information related to the employer to the target group and to let the public know about its activities. The goal is to build trust, making the brand stronger, and create advocacy.

By combining the opportunities provided by the traditional media with the tools of digital marketing, not only branding is possible, but we can get data, by which we can identify new target groups or we can build up new service branches.

5.2 TRAININGS, SEMINARS AND COACHING

Overview

To apply digital marketing successfully it is inevitable that the employees of a healthcare enterprise have up-to-date information, as all of them contribute to the successes of the enterprise. Our experienced trainers, who also teach at universities, can impart the latest knowledge in a comprehensible and practicable form.

Approach

While implementing the marketing services provided by 1EM, the changes that take place can often be felt by the whole organization. So that our work would be permanently effective, we carry out a situation assessment within the organization. During this process we identify competency deficits, and we prepare an overall programme for improving these deficiencies. In the case of healthcare service providers, the competences and skills having deficits the most often are: autonomy, cooperation, conflict management, responsibility, communication skills, non-verbal communication, frustration tolerance, flexibility and leadership competencies.  Moreover, we provide opportunities for learning and understanding digital marketing more thoroughly, and for satisfying the individuals training needs.

Application

Our training uses interactive group (8-16 people) activities that are based on everyone’s own experiences. Besides the improvement of specified competences, they have the benefit of team building and improving cooperation.  Competence development is a long-term process. After the training, the participants leave with experiences, related theory and practicable knowledge that they can implement.

Our one-day, healthcare-marketing seminars customized for private practices cover constantly revised topics. At our digital marketing seminar, we process the basics of digital marketing methodology and the implementation of those in practice, in small training groups (max. 10 people). With the knowledge gained, the participants can help their enterprise take advantage of the possibilities provided by digital marketing.

Our coaching programs are personalized, they help in processing blocks and in solving the difficulties experienced during the everyday work, always keeping in mind that an “own” solution should be found, that is sustainable, applicable and can be built into everyday life.

For the successes of healthcare enterprises, it is inevitable that well-prepared experts work there with thorough theoretical and practical knowledge. 1EM, therefore, provides competence and skill-related development trainings in a wide range of themes.

5.3 MARKETING STRATEGY CREATION

Overview

The marketing strategy supports the goals determined in the business strategy of the healthcare enterprise. Within the marketing strategy, the preparation of the digital marketing strategy is nowadays inevitable for all healthcare enterprises. In the marketing strategy we specify in which market, to whom, what products and at what price we would like to sell, and how the healthcare service gets to the patients. We decide what kind of effective marketing communication is worth supporting the process. The marketing strategy shows the way for 2-3 years for the healthcare enterprises, and it is necessary to review it annually.

Approach

While preparing the marketing strategy, we prepare a comprehensive situation assessment (see sect. 2.1.). Based on the goals specified in the business strategy, taking the professional goals into account and keeping the characteristics of healthcare services in mind, we prepare the comprehensive marketing strategy. In this, we list the set of instruments of services marketing according to the grouping of 7P. The 7Ps of the marketing mix are: Product, Price, Place, Promotion, Process, Physical Evidence and People.

Application

The marketing strategy prepared based on the professional and business goals specified in the business plan supports the increase of sales, improves communication with the target groups, helps in increasing the added-value of services, supports the reduction of costs and it increases brand awareness and reputation.

The creation of a marketing strategy that fits and supports the business strategy and within this the preparation of the digital marketing strategy is inevitable nowadays. Without them the healthcare enterprise is preparing to conquer the future with the tools of the past.

5.4 AGILE PROJECT MANAGEMENT

Overview

The comprehensive digital marketing projects are typically made up of complex tasks comprising many parts, and they require extensive expertise. Moreover, the dynamically changing online space requires continuous and quick adaptation during project implementation. For the successful implementation, constant and effective connection is necessary between the client and the experts working on the project implementation. 1EM therefore uses the methodology and solutions of agile project management adapted to the individual needs of healthcare enterprises.

Approach

1EM provides an experiences project manager for every digital marketing project. The project manager is in continuous contact with the client and makes sure that the partial project result is visible continuously, before the closure of the project. The principle of agile project management is, that all the partial results of the project must be measurable so that we can take the next steps based on the already achieved results. By this we make sure that if necessary, we can modify and improve the goals to be achieved and the method of implementation, considering the changes related to the client and the market. This dynamic concept makes it possible to achieve the best results with the available budget and time in the most effective way.

Application

With the use of the methodology of agile project management we have the possibility to make possible corrections based on the experiences gained and the results learnt during the implementation, in close cooperation with the client. This methodology also allows us to convey significant knowledge to the healthcare enterprises during implementation, by making sure that the results achieved during the project are durable and sustainable within the organization even after the closure of the project. A further advantage of the method is, that the we can identify the solutions bringing unexpected results early, and we can change them to better solutions (the philosophy of “fail fast”).

Agile project management makes it possible to achieve measurable results in a flexible and effective way, in the shortest time possible, in close cooperation with our client.

6. LET’S WORK TOGETHER

Thank you for reading this information material. 1EM, since its founding, has striven to provide a service portfolio customized for healthcare enterprises and to offer a methodology to its clients, with which it can fully support the traditional and digital marketing activities of healthcare enterprises.

From the above listed services, we create a program supporting the business and professional goals, considering the needs, goals and possibilities of the client. Our aim is to build up a successful professional partnership, with which we create measurable value for our clients right from the beginning of the implementation.

Besides the individually drawn-up programmes, 1EM provides a service package, that can be used immediately by every healthcare enterprise. The service provided within the framework of different packages are introduced in the next page.

For 1EM team the greatest success is the success of our client! This is what we work for! With You, for You!

If you think that with our services we can help your healthcare enterprise to become even more successful with the use of digital marketing tools, please, contact us!

PACKAGED SOCIAL MEDIA MARKETING SERVICES FROM FIRST HEALTHCARE MARKETING

Download marketing communication methods and services from first healthcare marketing

Első Egészségügyi Marketing