2021年医疗行业数字营销策略报告.pdf

2021年 医疗行业数字营销策略报告 致趣百川解读版 !#$%? A*+(BC7%uHZc7currency1“$ % ?ABC,- = +4N;a ; ;= +j54N ; = ( Z 不确定 17% Yes 51% No 32% ( Z23 !#$% $% 0 5 ; ; 2 3?A0BCD+,78 _Pah$%-b$% 5 C123ack= C5b deDOPGoogleTLB3fghi: b5b” 3wjfg hi;D gh3OPCivicScience 5#P3 a 3 , a $% 5 -: ; b ! ab3 N e5 : $% 3 $%895 uv X/ N GCD = u= = ;= = = = u= = ;= ;= ;= ; = = a= au= None Not sure Other SEO Spider Ahrefs SpyFu Buzsumo Conductor Yoast Screaming Frog BrightEdge SEMrush Moz Siteimprove Google Trends Google Search Console e!23Z#$ 3 EF4G+HIJKDLMNOP9QRST 5+ U k d2 DSoftwareAdvice 55+ jk $ c895currency13 b5“ *+ 5 Uficfl GCf b5(r - $ 5 f #L3 k c6E i5 3-Ch5 ( 3c 3-3 $%89-C +Z Inipq 3w -up5H D $%EFflx$ +i 3 5 LG! ;=3+ i MGCD (!# +# .# (# (# (-# (+# (,# (,# (,# # !# )# -# *,# .# *,# ,!# ,+# +# (# (# (!# (.# (,# ()# (-# (# *# ,# *.# !# !# !-# .+# ,(# /0123 45678 9:;8?AB CDEFG HIJKL MNOPQ RS9: TUVW XYZ _a$bcd ef=gh NOijd kl/0mnopqr kl_aop/0st /0uvwxyz | 5 /0uvw/0 /0 z %?7 ; 4 !#$% ; ; _3:! #5$% F v Y I =3wj+ .:,- Y I5 89: u=(AB:,-5 D Y I P$%EFE#= + Na = + N ; = +;a ; ! = +j54N8 .: = -I Y v PQf?p3: 5; ; ; Y u r#a; a; a a rs$%a a;u a; a; # a; ; a u DEF + A 7 +,gabcd9l7mn% $% Y I C- GA$ SHUIJ SSU/ x PYZT3 3 Y I 5 C-K 3 ?$% F,-5 Y I 5LH D OP-5,- 53 Y Ij k QopabqcdrstuQR :a $ I5 $% D 3$%EF-CiY 3 kE$% q3 P$% f gv$ 51 f q$ - “ D;Q Y EFkz*5 k |3lm$ ID = + Na = + N ; u= +4N;a ; = +j5 4N = 2Z = 5 = uu= *34 -21Z2 3 2018: 30% 2017: 30% 9 数字营销渠道使用情况 有哪些医疗常用的数字营销渠道？ 2020年医疗数字营销报告Part 3 EFvw+,xy!z :Z5$%89,-rs3rsP$%EF0 5=5 FE 543 5h F.:E4: 4c45 t” D rs -#P5GC DGoogle5 ZLB3b + $% 5 3b(/$ s (#LM 3 Frs B+b5 3 - F5GC D ; s a= ;a= 53j4 /4 ;= 7Z:; 11 +,DL K 9M CS + $% C “ Z 6b5“ ,- $%3 b5( D F+;Q Y !jkEF d q3- zT k3 #$w M-#P3 g +3 bU;_D :! ab5+ bE 53- e 55 m-5,-*k_ LG3$%EFjk- bN currency1E !$%O D ,*# *# (*#(# -#-#)# +#,# # (# )# ,# !# # # # !# ,# )# (# !#$%? AB CD4 *EEFGH IGJFKL MNOH 4GPGJOQLR STK ULGH +VKGOVGK NWHULTVXP YZ =_ 89:; abcd efgh abij *EEFGkPH TlGJQNVHNOH mJnPoVXkPH pONqTnTKr !Z% 5 #P3 c 8?4 Z A ; ; NA NA NA NA NA NA NA NA 13 !g+,!-. Vy !P5$% b3 _ aa;b3 : g8_5 IGt” 3GetResponseT9LB$%8CNDE ZF G6HI JZ(BCZHK ; / ii5$%89 #u = 3j46-5V 8983 9:a DZLB3 #3 3-C0 /- rs3k WwLM0D; = 5 v RJJ = n YRJJ = .: /RJJ5 au= LMMNZO - PQ.xR STZLMMZ= U1 15 8vw78 $ pp9 y7 rs / ii5 3 5 H wD THYRS Tn JTXIU gv E5 / - E 36 C$%“ W3-C e3 + /-rs Wv$%6753 j 5 3 - x D F rs 834z: 4v j $%89 U Nj 5- D 3 Fjk-= u = u = ;= = = = = = u= pq v $ a4 n Y V i$ $ $ r R VLMMZ 3W YZnA TD+ Y 83 YZ r HU;k #$P QN D Y 5s =f : $% = u;= = = ; = u;= = = 0 3 $XZ ; ; 31 bde ;= =5-#P # ,j 5 3?pyzj -| 5./D; s ?gh ; ABd,- CD2” *+n Qxy E; 23O,- KL Qxy E; FGHO %Q Y Ijkr ?5 3w56Q Y Ijkop$%5() Lef?p3 ; ; 20 K- * !9 y +()v $%# ; !=3 5; ; q3 ; ; ; 21 报告解读作者： 致趣百川内容研究员Victoria Lucio 本报告仅作交流学习，未经许可，禁止转载 扫描上方二维码 获取更多干货资料 关于致趣百川 致趣百川是一家Martech（营销技术）公司，聚焦于科技、 医疗、工业制造业等B2B行业，为企业提供一站式营销云软 件解决方案，旨在帮助企业搭建营销技术基础设施，加速数 字化转型，实现获客、转化、增长。 从成立以来，致趣百川已经服务了包括微软、腾讯、金蝶、 浪潮、联想、施耐德、拜耳、辉瑞、美敦力等300多家知名 客户，覆盖B2B 软件科技、工业制造、专业服务、医疗医药 等行业。 The 5th Annual State of Digital Marketing in Healthcare Report Released in February 2020 Annual Digital Marketing Report Released in February 2020 Page 1 Introduction .2 Executive Summary .7 Healthcare Marketing Confidence Grade .13 Online and Digital Marketing Techniques Used .15 CMS, CRM and Marketing Automation .22 ROI and KPIs .36 Web Innovations .39 Importance/Effectiveness of Digital Marketing Efforts 43 Driving Digital Transformation of the Healthcare Brand 48 Resources 51 Survey Sponsors .61 Table of Contents The 5th Annual State of Digital Healthcare Marketing Report Released in February 2020 Page 2 The Why and How Introduction Annual Digital Marketing Report Released in February 2020 Page 3 As we enter a new decade, digital marketing in healthcare is pervasive and continues to grow in sophistication and value. Even so, it is often hard for marketers to keep up with the pace of change. But, “keeping up” is increasingly essential as marketers and digital teams must understand the landscape - what it looks like now, and how it is evolving. To help marketers keep pace, in 2015 Greystone and Klein more consider themselves as Intermediates and Beginners. Is the lower confidence in CRM (see slide 14) making us rethink just how expert we are at deploying it? Annual Digital Marketing Report Released in February 2020 Page 28 2017 2018 2019 Customer service 44% 39% 39% Value (cost/benefit) 33% 34% 30% Effectiveness 36% 32% 30% Overall experience 38% 34% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Excellent/Very Good Experience with CRM CRM Experience - Trended Satisfaction with CRM experiences are going in the wrong direction. Annual Digital Marketing Report Released in February 2020 Page 29 CRM Integration with Population Health Yes 18% No, but plan to w/in next 12mo. 30% No, and no plans to 24% Not sure 28% Use CRM to Support Population Health Initiatives 2018: 24% 2017: 19% Annual Digital Marketing Report Released in February 2020 Yes 29% No 44% Not sure 27% Use of a Physician Relationship Management (PRM) System 21% 18% 13% 12% 7% 4% 1% 8% 16% 15% 24% 22% 9% 9% 5% 0% 3% 12% 17% 28% 17% 15% 3% 3% 2% 7% 5% Salesforce Advisory Board/Crimson Evariant Healthgrades TeaLeaves Health Marketware LionShare Marketing Other Not sure PRM Vendor 2019 2018 2017 Page 30 2018: 30% 2017: 30% In next 3-6 mo. 2% In next 7-12 mo. 4% Not for another 13-18 mo. 8% Not in foreseeable future 26% Not sure 60% Plans to Implement PRM Annual Digital Marketing Report Released in February 2020 Yes 51% No 32% Not sure 17% Use of a Marketing Automation Tool 21% 18% 16% 13% 10% 2% 2% 2% 2% 1% 1% 0% 5% 7% 21% 7% 22% 12% 4% 11% 4% 2% 1% 0% 0% 2% 10% 5% Salesforce Marketing Cloud Marketo CRM vendor Act-On Eloqua Silverpop Pardot CMS vendor Hubspot Adobe Campaign Scorpion IBM Unica Other Not sure Marketing Automation Tool Used 2019 2018 42% in 2018 37% in 2017 48% in 2016 Page 31 In next 3-6 mo. 4% In next 7-12 mo. 9% Not for another 13-18 mo. 21% Not in foreseeable future 19% Not sure 47% Plans to Implement Marketing Automation Tool Annual Digital Marketing Report Released in February 2020 Page 32 74% 64% 58% 30% 29% 28% 25% 83% 59% 59% 25% 28% 18% 18% 78% 55% 59% 19% 31% 20% 32% Streamline the email marketing process Nurture prospective customers Create relationships through engagement marketing Determine marketing ROI Test variables Score leads for conversion readiness Create custom offers with personalization Marketing Automation Activities 2019 2018 2017 Annual Digital Marketing Report Released in February 2020 Page 33 34% 30% 26% 17% 16% 11% 10% 5% 4% 2% 2% 2% 1% 5% 24% 9% Google Search Console Google Trends Siteimprove Moz SEMrush BrightEdge Screaming Frog Yoast Conductor Buzzsumo SpyFu Ahrefs SEO Spider Other Not sure None SEO Tools Currently Used Annual Digital Marketing Report Released in February 2020 Page 34 24% 24% 21% 9% 7% 4% 3% 2% 2% 14% 11% 10% 24% 18% 15% 6% 6% 9% 7% 0% 1% 12% 14% 14% 27% 24% 12% 3% 5% 7% 1% 1% 2% 14% 13% 14% MailChimp Constant Contact Salesforce Marketing Cloud Marketo Emma Silverpop Campaign Monitor Hubspot ActiveCampaign Other Not sure None Email Marketing Service Currently Used 2019 2018 2017 Annual Digital Marketing Report Released in February 2020 39% 32% 45% 42% 47% 40% 57% 49% 30% 22% 48% 34% 25% 20% 29% 24% 49% 36% 26% 21% 28% 20% 42% 32% 20% 17% CMS platform upgrade CMS platform change Redesign of Website Redesign of Intranet CRM system upgrade CRM system change Planning Platform and Design Changes in the Coming Year? 2015 2016 2017 2018 2019 Page 35 NA NA Could 2020 be a year of fewer digital platform changes? The 5th Annual State of Digital Healthcare Marketing Report Released in February 2020 Page 36 How Are Marketers Measuring Results? ROI and KPIs Annual Digital Marketing Report Released in February 2020 81% 59% 37% 28% 19% 18% 13% 10% 8% 7% 4% 3% 2% 2% 1% 1% 1% 9% 3% 11% 82% 62% 34% 23% 24% 25% 14% 6% 10% 6% 4% 4% 8% 1% 4% 1% 10% 3% 9% Tools Used to Measure Digital Return on Investment (ROI) 2019 2018 Google Analytics remains the dominant preferred digital ROI measurement tool, but Facebook Page Insights is clearly making inroads in this area as well. Page 37 Annual Digital Marketing Report Released in February 2020 67% 65% 63% 62% 62% 61% 57% 52% 51% 50% 49% 49% 46% 45% 42% 40% 40% 26% 14% 2% 7% Page views Click through rates on paid search campaigns Growth of website visitors Click through rates on email campaigns Unique visits Growth in social media engagement Conversion rates Average length of time on site Bounce rate Requests for service via website Size of audience/community Scheduled appointments Online ratings eNewsletter subscriptions Online class/event registrations Growth of your email list Lead generation/new leads Online donations Bills paid online Online commerce Dont have any digital KPIs Digital Key Performance Indicators (KPIs) Page 38 The 5th Annual State of Digital Healthcare Marketing Report Released in February 2020 Page 39 Whats New? Web Innovations Annual Digital Marketing Report Released in February 2020 61% 57% 49% 40% 40% 35% 28% 26% 23% 21% 19% 18% 17% 16% 15% 14% 11% 10% 7% 67% 64% 36% 52% 36% 29% 28% 24% 22% 16% 16% 16% 17% 19% 21% 12% 5% 7% 14% Online bill pay Online class/event registration Physician ratings and reviews Online class/event payment Online scheduling through EMR Online appt scheduling via tool like ZocDoc, etc. Quality transparancy Posting wait times EMR integration Virtual appt gateway like MD Live, etc. Accessibility tools Live Chat Quality reports Contextual search Multilingual content Waiting list options like InQuicker, etc. Chatbots Pricing calculator Online gift shop New or Emerging Functionality Available on Website 2019 2018 Page 40 Look at the growth in physician ratings/reviews and online scheduling. Annual Digital Marketing Report Released in February 2020 Page 41 On average, 60% of website visitors use mobile to access their site. Trend: 60% in 2019 56% in 2018 47% in 2017 41% in 2016 39% in 2015 Annual Digital Marketing Report Released in February 2020 74% 62% 62% 60% 60% 55% 51% 48% 45% 41% 30% 25% 20% 4% Patient portal Looking up Dr Facility location info Find-a-doc Pay a bill Making Dr appt EMR - view test results General hosp info Virtual e-Visit Wayfinding Health library Symptom info Wait times Podcasts Main Purpose of Consumer Mobile App 2019 Page 42 49% Have a Mobile App for CONSUMERS in 2019 Trend: 48% /44%/51%/43% Trend data: 2018/2017/2016/2015 Independent and customized 15% Off the shelf app from vendor 8% EMR vendor app 6% Not planning on offering mobile app 34% Not sure 37% Type of Mobile App Considering (for those who dont currently have app for consumers) The 5th Annual State of Digital Healthcare Marketing Report Released in February 2020 Page 43 Importance/Effectiveness of Digital Marketing Efforts Annual Digital Marketing Report Released in February 2020 63% 30% 13% 12% 9% 9% 8% 7% 6% 2% 2% -100% -80% -60% -40% -20% 0% 20% 40% 60% 80% 100% Live streaming Podcasts Voice search AI (chatbots, machine learning) Virtual reality (e.g., Oculus Rift) Linking wearable data to EMR Apple Health (or Research) Kit The Internet of Things Providing Rx- based clinical wearables Google Study Kit/Google Fit Apples iBeacon or Samsungs Proximity Advanced Digital Marketing Activities Currently doing Planning to in next 12 mos. Not doing or planning to Not sure Page 44 Little short-term potential anticipated Annual Digital Marketing Report Released in February 2020 95% 88% 86% 86% 78% 74% 67% 64% 63% 62% 51% 50% 44% 42% 38% 35% 28% 19% 14% 13% 94% 90% 90% 78% 77% 68% 59% 60% 61% 41% 46% 16% Public facing website Social media accounts (e.g., Facebook) Mobile responsiveness of digital properties Online reputation Content marketing Video content Location-based marketing Content sharing tools (e.g., Blogs) Email campaigns CRM ADA/W3C Compliance Marketing automation Personalization Mobile consumer app Predictive analytics GDPR Compliance Voice search AI (chatbots, machine learning) Podcasts Loyalty program Essential/Very Important to the Organization 2019 2018 Page 45 Several new marketing- related elements were added to this wave and video content rose to near the top. Other research is showing that video content is growing exponentially over written content. NA NA NA NA NA NA NA NA Annual Digital Marketing Report Released in February 2020 92% 88% 83% 81% 80% 76% 74% 72% 61% 52% 48% 46% 39% 36% 31% 28% 26% 20% 15% 15% 91% 85% 81% 74% 73% 70% 65% 64% 48% 37% 33% 20% Social media accounts (e.g., Facebook) Public facing website Mobile responsiveness of digital properties Video content Content marketing Online reputation Content sharing tools (e.g., Blogs) Email campaigns Location-based marketing ADA/W3C Compliance CRM Marketing automation Mobile consumer app GDPR Compliance Personalization Predictive analytics Podcasts Voice search AI (chatbots, machine learning) Loyalty program % of Marketers that Feel their Organization is Very/Somewhat Effective at Meeting the Goals of these Activities 2019 2018 Page 46 Email campaigns and marketing automation are growing in importance for marketers. NA NA NA NA NA NA NA NA Annual Digital Marketing Report Released in February 2020 41% 36% 26% 22% 18% 14% 12% 12% 9% Driving web traffic Improving brands image Managing a crisis Acquiring net new patients Recruiting new employees Managing customer service Fundraising online Improving customer journey Cross-selling existing patients Using the Web and Digital Tools, The Organization has Been Very Effective at Page 47 The 5th Annual State of Digital Healthcare Marketing Report Released in February 2020 Page 48 The Role of Marketing Driving Digital Transformation of the Healthcare Brand Annual Digital Marketing Report Released in February 2020 63% 54% 45% 42% 37% 36% 28% 28% 23% 23% 18% 12% 51% 48% 43% 38% 34% 35% 25% 21% 30% 26% 22% 13% 58% 58% 46% 42% 36% 33% 26% 18% 26% 29% 16% 15% 52% 52% 48% 37% 35% 39% 34% 34% 39% 30% 27% Lack of staffing We lack funding Managing change in our organization is difficult We are not sufficiently integrated with other business functions Organization lacks critical technology or tools We cant adequately demonstrate ROI We do not have sufficient senior leadership commitment Our objectives are unclear We have inefficient business practices Our people lack the required skills We cant demonstrate its impact on our overall brand strength Leadership has unrealistic expectations Challenges/Barriers Affecting Digital Marketing Efforts 2019 2018 2017 2016 Page 49 Lack of staffing continues to be the primary challenge, followed by lack of funding. Annual Digital Marketing Report Released in February 2020 Page 50 36% 32% 30% 24% 21% 20% 10% 9% 9% 7% 28% 28% 32% 27% 24% 12% 15% 12% 11% 10% 24% 32% 33% 29% 17% 14% 14% 15% 11% 8% Personalization and 1:1 marketing Marketing attribution (ROI) Budget (needed to meet goals) Staffing levels (getting needed FTE) Moving away from MarCom and toward MarTech Creating a single customer view Brand management Content m