Keynote: Lead the Dynamic Customer Journey (Healthcare & Wellness)

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Companies must adopt to the innovation changes happening in the digital healthcare and wellness category. This presentation shows how consumers have changed, some companies have adapted with innovation. This presentation also provides a pragmatic framework that helps companies of all industry align Paid Owned and Earned against the marketing funnel and showcases how esurance put it all together.

Text of Keynote: Lead the Dynamic Customer Journey (Healthcare & Wellness)

  • 1. 1 Strategy: Lead the Dynamic Customer JourneyDigital Blue Conference (Healthcare Audience)March 2, 2012Jeremiah OwyangIndustry Analyst and Partner

2. 2 Speaker Note: This is a keynote for the Digital Blue conference in Miami, with an audience of Health Insurance Digital Marketers. Learn more about the conference at their website Ive added this slide after the conference to provide context for those viewing online. 2012 Altimeter Group 3. 3 The American auto industry was on the verge of collapse 2012 Altimeter Group 4. 4Until they embraced the needs of their evolving customers. Now Fords stock has grown over 500% since its low in 2008. 2012 Altimeter Group 5. Connecting with the Dynamic Customer makes our job more difficult 2012 Altimeter Group 6. 6 Agenda 1. How the customer journey has become Dynamic 2. How savvy companies have started to innovate 3. Framework: Integrate Paid Owned Earned 4. Fitting it Together: Case Study 5. Final Thoughts 2012 Altimeter Group 7. 7 US smartphone adoption is growing steadily 2012 Altimeter Group 8. Over 80% of the worlds online population uses social media Source: comScore Social Media Matrix, December 2011 9. Its not just about our friendsQ : People become a member of social networks because they want to stay in touch with friends, family,etc. and/or because they like to play games. Besides the more general reasons, what else has drivenyou to become a member of the following social networks? ...to get to know things about (new) products / brands ...to come in contact with brands / companies ...to stimulate my career ...to find other users of a certain brand / product ...to find promotions of a certain brand / product ...to become a famous person ...to become an opinion N Europe = 5613 / F = If member of social network(s) leader Source: Social Media Around the World 2011, InSites Consulting 10. Relationships with brands are changingSource: Ask Your Target Market, Base=2000 US Internet Users, 2011 11. 11 Blockbuster ignored DVDs-by-mail, to their peril Blockbuster filed for bankruptcyafter accumulating over $900M in debt and has closed over half of their retail locations. 2012 Altimeter Group 12. 12 Similarly, Borders failed to adapt their business model to compete with Amazon 2012 Altimeter Group 13. 13 Why the Customer Journey is Dynamic NOW IS TOO LATE! Customer expectations are rising to new levels. Everything needs to be personalized, cheaper and they want it 10 minutes ago. CHANGE MEDIUMS! Mediums and Channels are changing quicker than businesses can keep up, so focusing on quality content and relationships is the anchor to weather this storm. MORE SOURCES! Friends and family have more influence than ever online, especially with the rise of online reviews and referrals. 2012 Altimeter Group 14. 14 Agenda 1. How the customer journey has become Dynamic 2. How savvy companies have started toinnovate 3. Framework: Integrate Paid Owned Earned 4. Fitting it Together: Case Study 5. Final Thoughts 2012 Altimeter Group 15. As a result, were seeing companies innovate to respond to the changes in customer behavior 2012 Altimeter Group 16. 16 H&R Blocks BlockTalk blog shares tax stories, news, advice with a social twistIntergrated with all social channelsActive social ticker/ feedHomepagecarousel has the # of comments for eachentryShowcases most popularcontent and recent commentsViralfriendlycontent (infographics, top 10s, etc.)EmbedcodeseasilyavailableEmployee-authored by the professionals who do thiseveryday 2012 Altimeter Group 17. 17 H&R Block app answers tax FAQs The H&R Block app provides answers to frequently asked questions and a glossary for taxterms. It also estimates expected returns based on basic information. 2012 Altimeter Group 18. 18 Mayo Clinic endorses an open policy, is responsive in the community 2012 Altimeter Group 19. 19 Mayo Clinic connects people with similar health concerns and experiences The Mayo Clinic Connect community posts blog articles multiple times daily. There are 66 discussion categories on the forum, and new topicsare posted multiple times a day. 2012 Altimeter Group 20. 20 Fitbitand Nike+ change the way people monitor their personal health 2012 Altimeter Group 21. 21 Cake Health helps people manage their healthcare and save money at the same time 2012 Altimeter Group 22. 22 CareZonegives caretakers a productivity tool to manage the people who depend on them 2012 Altimeter Group 23. 23 Agenda 1. How the customer journey has become Dynamic 2. How savvy companies have started to innovate 3. Framework: Integrate Paid Owned Earned 4. Fitting it Together: Case Study 5. Final Thoughts 2012 Altimeter Group 24. How can a company adapt whencustomers are dynamic? 2012 Altimeter Group 25. 25 Integrating Paid, Owned and Earned MediaPaid OwnedEarned 2012 Altimeter Group 26. 26 The Customer Hourglass looks at the entire experience 2012 Altimeter Group 27. 27 The Dynamic Customer Journey requires an integrated approach 2012 Altimeter Group 28. 28 Integrating Awareness 2012 Altimeter Group 29. 29 Virgin Americas promoted tweet lead to one of their top five sales days everVirgin America partnered with Stand Up To Cancer to launch a one-dayflash sale exclusively on Twitter called the Fly Forward, Give Backcampaignand used a promoted trendto amplify the campaign. 2012 Altimeter Group 30. 30 AMEX OPEN Forum serves the small business community OPEN aggregates content fromleading content producers to provide a world-classexperience in small business education. There are new postsdaily, and the Facebook pagehas ~200K likes. 2012 Altimeter Group 31. 31 HBO Connect aggregates social conversations on micrositeHBO Connect visually reflects the social buzz around network programming, allowingviewers to see latesttweets and join the most relevant conversations on both Twitter andFacebook. 2012 Altimeter Group 32. 32 Insights at Awareness Stand out in this phase by integrating paid, earned, and owned. Move the customer through the story journey. Try engaging, rather than shouting. Involve dialog with the lifestyle and workstyle of prospects --not just a brand push. As mobile, location, and social data collide, new forms of targeting called "Social Context" will emerge --but for now, technologies are primitive. 2012 Altimeter Group 33. 33 Integrating Consideration 2012 Altimeter Group 34. 34 Sponsored blog posts tap into existing networks Izea, the website that brokered this sponsoredpost by Chris Brogan, has over 35,000 advertisers registered for their program, including manyFortune 500 brands. 2012 Altimeter Group 35. 35 Progressive encourages customers to compare their rates 2012 Altimeter Group 36. 36 Zuberance helps Chilis tap into their advocates Chilis worked withZuberance to identify880,000 advocates who wrote 114,000 reviews andgenerated 50 million influence impressions. 2012 Altimeter Group 37. 37 Insights for Consideration Phase Empowered customers compare alternatives online especially for high consideration purchases. Advocates are an important resource to leverage in your strategy, but it is important to not ask too much of them. Companies with commodity products must differentiate by using innovation and services. 2012 Altimeter Group 38. 38 Integrating Intent 2012 Altimeter Group 39. 39 Groupon is changing the way people shop onlineMany uninusred customersare turning to Groupon tomeet their medical needsinstead of comprehensive coverage plans. 2012 Altimeter Group 40. Gatorade monitors conversations from a dedicated room Gatorades Social MediaCommand Center is a war room for monitoring the brand in real-time across social media. 2012 Altimeter Group 41. 41 Customers who read Epson reviews show higher consideration and conversionVisitors who interacted with reviews on store pages were also 67% more likely to convert topurchase than visitors whodid not interact withreviews. These visitorsalso had a 25% higher average order value. 2012 Altimeter Group 42. 42 SAP features customer success stories and comments on solution marketplace EcoHubSAP prospects can learn about partners and solutions, as well as read customersuccess stories andpeer ratings andcomments. 2012 Altimeter Group 43. 43 Levis incorporates the Like buttonShoppers can Like and postcomments about productsstraight to their Facebook wall 2012 Altimeter Group 44. 44 Levis incorporates the Like buttonCustomers see an instant shopping cart based on previous friends Likes 2012 Altimeter Group 45. 45 Insights at Intention Phase Online reviews are effective and scalable, learn to distribute reviews onto multiple platforms, increasing the reach of the crowd. Theres a balance between context and privacy. Understand the new social contract by setting expectations with customers how you will use their data. To reach the dynamic customer, companies should deploy intention strategies across multiple mediums including phone, web, mobile, and kiosk. 2012 Altimeter Group 46. 46 Agenda 1. How the customer journey has become Dynamic 2. How savvy companies have started to innovate 3. Framework: Integrate Paid Owned Earned 4. Fitting it Together: Case Study 5. Final Thoughts 2012 Altimeter Group 47. Fitting it all together 2012 Altimeter Group 48. 48 Esurance promotes partnership with Allstate in their latest commercial 2012 Altimeter Group 49. 49 They blogged about the commercial and partnership 2012 Altimeter Group 50. 50 The commercial also directed people to their Facebook page, where they feature testimonials 2012 Altimeter Group 51. 51 Agenda 1. How the customer journey has become Dynamic 2. How savvy companies have started to innovate 3. Framework: Integrate Paid Owned Earned 4. Fitting it Together: Case Study 5. Final Thoughts 2012 Altimeter Group 52. 52 Key Takeaways With more data available than ever before we can accelerate customers through the funnel fa