Three Wise Dames

Marketing in the Life Science Industry

3WD Interview–Cheryl Bisera & Judy Capko October 2, 2013

Practice Marketing

Patient-Centered Payoff by Cheryl Bisera and Judy Capko

I had the good fortune of meeting Cheryl Bisera because of her work with a shared client/customer—Dr. Simoni. The first time we spoke, I knew she was as passionate about practice marketing and physician reputation management as I am. I was honored when she asked me to preview her new book with Judy Capko. The case studies are absolutely a highlight and bring to life the best-practice concepts presented in “The Patient-Centered Payoff.”

  • How did you arrive in your current role?

Judy: After working in medical offices for years, I realized how little physician owners knew about business and efficient operations. I decided I could be a resource to improve the efficiency and financial success for medical practices. My medical management consulting firm grew to include marketing, team building and strategic planning. I became a sought-after speaker and author throughout the healthcare industry and then decided to write my first book, “Secrets of the Best Run Practices” and demand for my services skyrocketed. I’m proud to be rolling   out my fourth book, “The Patient-Centered Payoff”, with co-author, Cheryl Bisera.

Cheryl: I discovered my passion for marketing and customer service during my college years when working for a promotional product company. I then joined a healthcare consulting firm where I developed my skills as a patient experience and marketing consultant. Cheryl Bisera Consulting partners with healthcare professionals to grow their business through innovative connections with referral sources, marketing and   increased visibility in their communities and delivering a stellar patient experience.

  • What do you love most about the work you do?

    Judy Capko

    Judy Capko

Judy:  I am a people motivator at heart, I love to get physician owners, organization leaders and staff enthusiastic about a vision of success that they couldn’t grasp before. When I can get everyone on-board and moving in the same direction, the energy is dynamic and the momentum is unstoppably positive. Success always follows and that is deeply rewarding.

Cheryl: When a physician or organization brings me in, there is some faith involved. They have to trust me and take certain steps without necessarily understanding how everything will come together. When they begin to see results and see the payoffs of all our efforts working together, it’s extremely   gratifying. Turning things around for a practice is an incredible experience.

  • Where is the most exotic place in the world that you’ve eaten?

    Cheryl Bisera

    Cheryl Bisera

Judy: I’ve had the good fortune to be able to travel throughout the world with my husband. Besides cruise ships that sometimes feature local fare such as escargot and turtle soup, the most exotic fare I’ve enjoyed was in Thailand. The spices are delicate and provide an indescribable influence on the flavors! I must say, I have had chocolate covered ants too – quite crunchy!

Cheryl: I have not had the same good fortune as Judy, but I do wish to do more travel in the future. I would have to say the most exotic place I’ve eaten is off my kitchen floor, because when you have three children, you pretty much just get what you can – and sometimes that means rescuing a rogue meatball or other hand-crafted goody that took too much work to let go to the dog.

(C) 2013 eGold Solutions; all rights reserved.

 

FYI•PHI•TMI July 20, 2013

Filed under: Lisa,PHI,Social media — Lisa Pohmajevich @ 12:57 pm

man w zipped lipsThis post is more of a ‘what not to do, than what to do’.  To be clear, from the start – I am a proponent of social media as a healthcare marketing communications medium.  Social media platforms are used by many disease and condition focused organizations – from research and scientific communities to support and education organizations as well as manufacturers and makers of healthcare products and physicians and providers of healthcare services.

Social media (SM) platforms are vastly more efficient when communicating with large numbers of people, because it is just plain faster.  I believe that one-size does not fit all – the goals of the communication and the intended audience must determine the platform, and that a SM program is most effective if focused rather than scattershot.

I am a big fan of SM platforms that facilitate two-way communication, a.k.a. sharing.  Some of the richest intelligence results in the exchange of questions and answers, clarifying facts and dispelling fiction, and proposing of ideas and challenging of status quo – particularly in healthcare.  In other words – lots of ‘engagement’ by the host of the SM portal and individuals visiting the portal can lead to very good things.

However – yes there is a BUT; protected health information (PHI) sometimes referred to as personal health information, should be, well both of those things – protected and personal!

As the jingle goes – “what goes on the internet stays on the internet” should sound alarm bells in the mind of the misguided individual who shares their PHI on social media platforms.  Never mind that few of us want to know the nitty-gritty details of every little physical malady one suffers, the bigger issue is that sharing of all things protectable and personal puts the individual at great risk of prejudice, predatory practices and exploitation.

PHI is best treated with the same care as ones’ SS#, unlisted telephone number, bank account passwords and if you are a woman – weight!  It’s personal – protect it!

(C) 2013 pH Consulting. All rights reserved.

 

Why my toes are blue with stars March 1, 2013

Colorectal Cancer advocacy

Ready for Colorectal Cancer Awareness month and One Million Strong website kick off

March is colorectal cancer awareness month

Blue is the designated color and stars are the symbol for hope.

Many years ago, the National Colorectal Cancer Round Table (NCCRT) began using the blue star as a unifying emblem for Colorectal Cancer advocacy. Dozens of organizations and thousands of individuals show their support by wearing blue stars in the month of March. As you see events in your communities, I encourage you to participate to raise awareness and get screened. This is the most easily preventable cancer and it is also becoming more survivable even when diagnosed at late stages.

In the US, over 1 million people are survivors of colorectal cancer.

To kick off 2013 festivities, I am in Times Square to support the launch of One Million Strong #1MilStrong a campaign created by Fight Colorectal Cancer. The goal of the campaign is to increase awareness for prevention, screening, treating and beating colorectal cancer. All day we will be spreading the excitement from these activities:

  • Free yoga sessions by Lululemon
  • Dance class/party with James Darling and music by DJ Jay McElfresh
  • Cancer survivor group photo
  • A strong arm pose-off with a visit from WBO Middleweight Champion Peter “Kid Chocolate” Quillin
  • And don’t miss Prevent Cancer‘s Super Colon, an interactive exhibit that offers a close-up look at a healthy (and unhealthy) colon with tips about screening and early prevention

When on the One Million Strong website you can:

  • Make a pledge to be strong, talk to your doctor about screening, be an advocate, urge family and friends to take action
  • Learn more about colorectal cancer advocacy
  • Discover how supporting colorectal cancer organizations improves healthcare for everyone

Fight Colorectal Cancer is one of the leading advocacy groups for this preventable, treatable and beatable cancer. I am proud to be on the team representing:

  • The Colon Club which uses out-of-the-box ways to promote prevention and screening especially for men and women under 50 years old that are symptomatic and/or at risk for developing colorectal cancer. The Colossal Colon and Colondar models will be on tour throughout the year raising awareness in a community near you.
  • Third Eye Colonoscopy which developed the Third Eye Retroscope device to help physicians see behind the folds and flexures in the colon where adenomas (pre-cancerous polyps) like to hide. This breakthrough technology allows physicians to see more of the colon which leads to increased detection of adenomas.

I hope you will follow the fun today on Twitter, FacebookGoogle+, YouTube, Pinterest, and LinkedIn and share with your networks so we can “get behind a cure” in March!

(C) 2013 eGold Solutions; all rights reserved.

 

Guest Post Part III: Judging Social Media Success February 21, 2013

Filed under: Debbie,Guest Posts,Social media — Debbie Donovan @ 12:00 pm
Tags: , ,

Guest Wise Dame Susan L. Brown for Brown & Associates

elephantWboyWguitarROI for social media and communities is the “elephant in the room.” Everyone wants a definitive answer to how to evaluate return on investment. Also how much investment is enough? What are the resources needed? What kind of social media is effective and why?

“The most socially engaged companies typically enjoyed revenue growth of 18% on average over the last 12 months, while the least socially engaged brands saw revenues fall 6%.”

  • The study also showed that social media reach alone may have a positive impact: BUTTERFLIES enjoyed significantly stronger revenue returns than SELECTIVES or WALLFLOWERS. Why? Because more touch points can present a ripple effect, inducing viral marketing, boosting brand recognition and driving sales volume.
  • SELECTIVES delivered higher gross and net margins, suggesting that deep engagement in a few channels can be a rewarding and effective social media strategy. Focusing on depth over breadth present an opportunity to better understand the customer, react quickly to customer demand, and improve satisfaction – which in turn generates pricing power and drives business success.

Key Take-aways:

  • Engagement via social media IS important — and we CAN quantify it.
  • It pays in both revenue and profits to engage meaningfully in social media. Emphasize quality, not just quantity.
  • To scale engagement, make social media part of everyone’s job.
  • Doing it all may not be for you — but you must do something.
  • Find your sweet spot – it is better to be consistent and participate in fewer channels than to spread yourself too thin.

How Companies Judge Social Media Success

The amount of web site traffic generated is the most popular way that companies in this study measure the success of their social media initiatives, followed by engagement with prospects and brand awareness.

Figure 1: Top Social Media Success Metrics

SuccessMetrics

 The next figure shows the bottom two box (Not at All, Barely) and top two box (Well, Very Well) percentages for respondents using each of the success metrics

Respondents were asked how well they can see the impact of company social media initiatives on the success metrics they use today using the following scale:

1. Not at All – Unable to Measure

2. Barely – May or May Not Have the Data

3. Somewhat – Data is There but You Have to Dig

4. Well – Most of the Data is Easily Accessed

5. Very Well – Part of Standard Reports

Figure 2: Ability to See Impact of Social Media Initiatives on Success Metrics

SocialMediaSuccessMetrics

Don’t Miss:

Part I: 6 Key Steps to Determine Social Media ROI

Part II: Social Media’s Impact on Purchases

(C) 03/2011, updated, 1/2013; all rights reserved. This article may be shared in part or whole with credit given to author and link to Brown & Associates

 

Guest Post Part II: Social Media’s Impact on Purchases February 14, 2013

Filed under: Debbie,Guest Posts,Social media — Debbie Donovan @ 12:00 pm
Tags: , , ,

elephantWgirlWstickGuest Wise Dame Susan L. Brown for Brown & Associates

ROI for social media and communities is the “elephant in the room.” Everyone wants a definitive answer to how to evaluate return on investment. Also how much investment is enough? What are the resources needed? What kind of social media is effective and why?

How Does Social Impact Brands and Purchase?  Some Use Statistics

Performics is a Publicis-owned company that focuses on digital marketing optimization including assessments of how consumers talk about brands on the social web. It conducted an online survey of U.S. consumers who access at least one social network regularly and determined what kind of impact social networking has on the purchase process. 34% of social networkers had taken action on an ad they had seen on a social networking site by doing a further search on the product, while 30% had learned about a new product while on a social networking site. One quarter of respondents were making product recommendations while social networking.

Use of Social Networking in the Purchase Process:

I have discussed products/services/brands on social networking sites after seeing an ad elsewhere: 20%

I have recommended a product/service/brand to my friends via a social networking site: 25%

I have gone directly to an online retailer or ecommerce site after learning about a product/ service/brand via a social networking site: 25%

I am receptive to invitations to events, special offers or promotions from advertisers communicated to me through social networking sites 27%

I have learned about a new product, service and/ or brand from a social networking site: 30%

I have used a search engine to find information on a product/service/brand after seeing an advertisement on a social networking site: 34%

Source: Performics, 2009; The Impact of Social Media Methodology: Online survey of 3,011 who access at least one social network regularly

Another landmark study conducted by the Altimeter Group and Wet Paint has found that the most valuable brands in the world are experiencing a direct correlation between top financial performance and deep social engagement. The relationship is apparent and significant: socially engaged companies are in fact more financially successful.

Key Findings of the Study:

1) Depth of engagement can be measured.
As the number of channels increase, overall engagement increases at a faster rate. Engagement differs by industry.

2) Brands participating in the social space fall into one of four engagement profiles.

SelMavWallButterMAVENS – These brands are engaged in seven or more channels and have an above-average engagement score. Mavens not only have a robust strategy and dedicated teams focused on social media, but also make it a core part of their go-to-market strategy.

BUTTERFLIES – These brands are engaged in seven or more channels but have lower than average engagement scores. Butterflies have initiatives in many different channels, but tend to spread themselves too thin, investing in a few channels while letting others languish.

SELECTIVES – These brands are engaged in six or fewer channels and have higher than average engagement scores. Selectives have a very strong presence in just a few channels where they focus on engaging customers deeply when and where it matters most.

WALLFLOWERS – These brands are engaged in six or fewer channels and have below-average engagement scores. They are still trying to figure out social media by testing just a few channels. They are also cautious about the risks, uncertain about the benefits, and therefore engage only lightly in the channels where they are present.

3) Financial performance correlates with engagement

  • The findings revealed that there is a financial correlation showing companies that are both deeply and widely engaged in social media, or MAVENS, surpass their peers in terms of both revenue and profit performance by a significant difference.

Next–Part III: Judging Social Media Success

Don’t miss–Part I: 6 Key Steps to Determine Social Media ROI

(C) 03/2011, updated, 1/2013; all rights reserved. This article may be shared in part or whole with credit given to author and link to Brown & Associates

 

Guest Post Part I: 6 Key Steps to Determine Social Media ROI February 7, 2013

Filed under: Debbie,Guest Posts,Social media — Debbie Donovan @ 12:00 pm
Tags: ,

Guest Wise Dame Susan L. Brown for Brown & Associates

elelphantWgirlWbananasROI for social media and communities is the “elephant in the room.” Everyone wants a definitive answer to how to evaluate return on investment. Also how much investment is enough? What are the resources needed? What kind of social media is effective and why?

Addressing these questions is the first step to defining Social Media ROI.

Context is everything

The first issue to realize is that while social media and networking communities are new vehicles, however, they must be evaluated in context of each company’s business model, objectives, market and customers. Without this context there is no objective way to determine the value of social media and communities in a business situation.

What are these vehicles and why are they different? Mainly because the value of social media is interactive and immediate feedback as well as “user generated content,” a marketing-speak way of saying the content includes a dialogue with participants, instead of the advertising model where copywriters create text and readers are passive recipients.

Success in online marketing hinges on effective budget allocation and marketing mix decision making. Practitioners and executives must be able to identify the marketing campaigns and assets that help drive the business’ top and bottom lines, and invest in and optimize them accordingly. This of course requires access to comprehensive, granular, and accurate web analytics data with which marketers can measure campaign performance and understand the complex website and social media behaviors of prospects and customers. Performance measurements should not occur solely within the confines of individual channels and campaigns. The best online marketers measure performance and ROI in a comprehensive view that comprises all online channels, be they social media, paid and natural search, email marketing, banner or display ads as well as lead generation webinars, opt-in advertising campaigns, website content, coupons, contests, blogs, videos, etc.

Social Media Benefits and Risks


Benefits


Risks

  • Distribution is cost effective with potential wide global reach
  • Reduced customer acquisition costs
  • Increased website traffic potential
  • Direct sales opportunities
  • Immediate feedback gives ability to respond to issues or complaints in a timely manner
  • Capability of viral marketing—to build a brand through building “fans”
  • Communities can create unique customer engagement and retention and selling opportunities
  • Lack of message  “control”—companies fear potential legal risk and liability for unauthorized statements
  • Social media requires ongoing updates and responses to participants’ issues; resources need to be assigned and costs more than originally estimated
  • Monitored vs. Open Forums; decisions regarding the type of communities need to be addressed; and what guidelines to be developed

6 Key Steps to Determine Social Media ROI

  1. What are your purposes and objectives?
    • To introduce new products and services?
    • To provide customer support and/or reduce call center expenses?
    • To generate leads?
    • To create customer, partner, patient communities as a vehicle for engagement and retention?
    • To create internal communities or collaboration portals for employee retention, engagement and to add to innovation?
    • To use communities to increase revenue through coupons, contests, direct sales?
    • Can you use social media to sell directly?
  1. What elements of social media would be most important and yield greatest benefits and ROI for your business?
    • Blogs
    • Customer, Partner, Patient, Internal Communities
    • Facebook page(s)
    • Twitter campaigns
    • Online ads
    • YouTube Channel
  1. Budgeting and Resources?
    • Determine % of Budget for Social Media (Consider 2-5 % of marketing budget to start)
    • Content creation; at least one dedicated FTE per blog, or vehicle; or outsource?
    • Participant response: at least one dedicated FTE per blog or vehicle; or outsource?
  1. Creating On-Going Content; What Content aggregation, lead management or listening tools to use?
    • Ping.fm
    • Seesmic.com
    • Hootsuite
    • Social Mention
    • Marketo
    • Meltwater
    • Radian6
    • TweetDeck
    • Eloqua
    • Silverpop
    • Others?
  1. What to measure?
    • Website click through, Page views, downloads, etc.
    • Community/Fan page followers; membership, referrals, etc.
    • Social media activity; Community, Facebook, Twitter retweets/ activity/responses, engagement
    • Online ad follow through (leads, conversion to sales, etc.)
    • Lead results (qualified leads, scoring, contacts, registrations, etc.)
    • Customer or user conversion
  2. What analytic/measurement tools to use?

Next–Part II: Social Media’s Impact on Purchases

Don’t Miss–Part III: Judging Social Media Success

(C) 03/2011, updated, 1/2013; all rights reserved. This article may be shared in part or whole with credit given to author and link to Brown & Associates

 

3WD Interview–Susan Brown February 1, 2013

Filed under: 3WD Interviews,Debbie,DTC,Social media — Debbie Donovan @ 12:00 pm
Tags: , ,

Susan Brown

I connected with Susan Brown at an industry luncheon. We quickly bonded over the topic: how medical device companies could metric their marketing efforts real-time to determine which ones were the most efficient revenue drivers. She was working at Conceptus at the time and I was an alumni so we decided to meet again and learn more about each other’s experiences. I admired what Susan was doing then and now and I couldn’t resist asking her our interview questions.

  • How did you arrive in your current role?

Basically I’ve been able to take my technology marketing background (Intel, Cisco, Apple, etc.) and apply it to healthcare/med devices/pharma products and services. I’ve been involved in technology and healthcare since the 1990’s; first with a medical imaging company that evolved into a company with a software platform for automating clinical trial patient identification (kdhsystems.com). I’m still an advisor to them. Then I had the opportunity to work on revolutionary changes in healthcare for Kaiser Permanente’s HealthConnect launch—we had no idea it would be the most disruptive model for change in US healthcare. Most recently, as eMarketing consultant for Genentech, I got to lead the new Tamiflu launch for the 2012-2013 season—been a fun progression!

  • What do you love most about the work you do?

Best of all to me is to work with creative, smart people and use new techniques and technology to connect and inform health care professionals and consumers/patients, through such methods as affinity communities. For example, as Digital Marketing Director for Conceptus, I produced the “GYN Summit” Community, a moderated on-line forum and destination site for OB/GYN docs to share best practices and communicate easily and securely with each other about procedures, best practices and techniques. Was great to “meet” new folks, help them learn from each other and learn a lot myself as well!

Also I especially enjoy the challenge of transitioning healthcare marketing to involve more social media—there’s still a lot of hand-holding to do to help companies engage consumers, patients and healthcare professionals in new ways of communication.

  • Where is the most exotic place in the world that you’ve eaten?

In November 2011 I went to Vietnam and Cambodia— so far the trip of my lifetime. One evening in Cambodia, our guide took us to a local nighttime street market with food stalls of all kinds. There were food stands with grilled frog legs, tiny birds (not sure what they were) and “snacks” of sautéed crickets spiced with soy sauce and Sriracha (a type of hot sauce). The crickets are crunchy like popcorn with kernels that get in your teeth! Actually I tried everything and liked it all.

(C) 2013 eGold Solutions; all rights reserved.

 

 
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