Activating the Healthcare Consumer Decision Journey

The average consumer now owns 4 devices and consumes 60 hours of digital content per week. And for healthcare marketers spending upwards of $1.5 billion per year on advertising (Hospital and Health Networks Magazine, April 2015), not understanding what, when and where consumers are in the consumer decision journey (CDJ) means much of that budget may be going to waste.

CDJ_1

Today’s marketing reality

Here’s what today’s healthcare marketer is facing: An explosion of messages. A transformation of channels. A disruptive fragmentation of audiences. And a consumer-driven market place where choice, access and information are a given, in real-time, 24/7.
Today’s marketers use the CDJ as a tool to address these new realities. To be nimbler, deliver more relevant messaging at precise moments and drive consistency across the journey – ultimately engendering greater loyalty and brand advocacy. It also presents important opportunities for healthcare brands:

• Starting relationships before there’s a need.
• Staying in the consideration set as their search goes on.
• Branding a memorable and shareable experience.
• Leveraging loyalty in a consumer driven world is the key to long-term success.

At each stage of the journey, different channels reach consumers, different messages engage them and different metrics measure marketing performance. Together, these insights form a solid framework that reflects your customer’s journey and show how best to reach them and provide a high-quality, consistent experience at every touchpoint.

To expand upon this, we looked at three different healthcare decision journeys and the channels (or platforms) that best match each journey. This will help demonstrate how channels vary based on the consumer and the nature of the decision—a woman choosing maternity services will have a different journey than a Parkinson’s patient’s care partner.

CDJ_2

Expecting Mothers Expect the Best

Get on your consumer’s short list (awareness) by generating visibility via appropriately targeted TV ads, print, radio, targeted online campaigns, presence at a millennial event (millennials are more likely to digitally share their experiences) and content on pre-pregnancy health websites. When she is ready to consider her options, she will start researching and comparing your offerings to others (evaluation), so be sure to give her all the information she needs: show up in her search results (SEO, consider buying relevant search ads), create high-quality content (e.g. virtual birthing center tours) and be active on all her favorite social platforms. Next, support an exceptional birthing experience by providing information new moms are hungry for (experience), possibly through video content for in-room broadcast or Youtube, or care packages with items tailored to her interests. Finally, make it easy for her to share her experience with other new moms (advocacy) by using social media to engage her, or by “adopting” a mommy blogger to incentivize specific maternity patients to share their positive experiences with their own loyal audience.

CDJ_3

Connecting with Ortho Patients

Be the name he thinks of when considering bone and joint issues, whether they’re his own, his friends’ or others’ (awareness). Get on his radar using TV, outdoor, radio, and targeted online advertising. For example, be at his recreational sports events—whether through sponsorship or authentic word of mouth testimonials from his friends. Next, create expert content on bone and joint health—whether on your brand’s website or a third party site. Then, when early symptoms trigger the start of his long decision process, lower the barriers for getting more information (evaluation) through search results and additional content on symptoms and new procedures. Next, leverage the extended patient care experience to deliver a branded impression of great care (experience) through collateral and online support information. And finally, give him opportunities to be proud of and share his recovery (advocacy) by capturing and sharing stories through unique written and/or video content.

CDJ_4

Serious Health Issues Inspire Need for Trust

For those seeking care for Parkinson’s Disease, marketers need to build confidence and trust in the hospital’s overall expertise and experience with older adults (awareness). This is often through print and radio advertising, maintaining a presence at elder health events and creating content on elder health and wellness sites. When symptoms prompt questions, encourage early consultation and provide different opportunities for your consumer to become more informed about options (evaluation) via search results, in-depth program content or a symptom checker. Optimize the potential of a lifetime care relationship with your patient and his family (experience). This could be done through collateral and support materials on disease management and new advancements. Finally, encourage family members to share their experience and help others in the same situation (advocacy) by providing them with opportunities to bond with others—reunions, workshops, etc.

Healthcare marketers have traditionally concentrated on the awareness and evaluation stages of the consumer decision journey. But today, online engagement and “experience sharing” provide opportunities to connect with consumers more deeply. As healthcare marketers, we can engage, delight and inspire consumers throughout their journey, and really, their whole lives.

Interested in more tips to take your marketing from now to next? Start the conversation with Michael Baer at 844.LC.IDEAS.

P.S. Don’t forget to sign up for our newsletter, for the latest in industry news, tips and inspiration. To start receiving updates from Laughlin Constable, subscribe here.

Sources: Internet Trends 2015 (KPCB)​

Marketing to Mom in the Digital Age

The experience of motherhood is shared by women across time, borders and languages. Despite massive shifts in culture and technology, modern moms have many of the same questions and challenges as their mothers and grandmothers. However, the resources moms use to manage the complexities of parenthood have changed considerably over generations. Moms still seek advice from a broad range of sources, but today, they’re often turning to the internet to do so. The ways in which today’s moms prioritize and balance the roles of self, Mom, wife, coworker, sister, friend and daughter may differ, but one thing is evident – digital tools can help make her life a little easier. The challenge for brands today is to cut through the noise and provide value when the volume of information available to moms is overwhelming.

With Mother’s Day just around the corner, Laughlin Constable has provided ways to reach and resonate with Mom in the digital age.

Be there for her whenever she needs you: Make it mobile.

Mom’s smartphone very well may be considered her savior. Handy mobile apps can help her communicate with family, find nearby locations, snag deals, search for products and recipes and simply save time and energy. Moms are constantly switching between screens, so your content should be moving with them. According a January 2016 study conducted by Facebook IQ, parents over-index on social mobile usage – globally, they spend 1.3X more time on Facebook mobile than people without children. With this, it’s imperative for brands to create a seamless multi-screen digital experience for Mom. However, it is also important for brands to avoid overwhelming her even more with irrelevant, unwelcome content at every conceivable turn.

Show her what to do: Use video effectively.

More and more, moms are turning to YouTube for answers to their everyday questions. According to a September 2015 study conducted by Google, TNS and Ipsos, 83 percent of moms search for answers to their questions online. Of those, three in five turn to online video in particular. Today’s new moms spend an average of 8.3 hours daily consuming media – about an hour more per day than Gen X moms – with most of that extra time spent streaming video. This presents brands with a great opportunity: to provide valuable content when moms are looking for support, information or ideas. Of the moms surveyed who view YouTube videos, 81 percent watch how-to content. In fact, moms are significantly more likely to watch how-to content than the average viewer.

Respect her time: Be as brief as possible.

Moms appreciate value and efficiency. Especially with an overflowing plate, it’s crucial for brands to give Mom the information she needs upfront without forcing her to dig through clutter. Access to information can be a double-edged sword – on one hand, it’s great for her to have the brain trust of the internet at her fingertips, but all that information and all those opinions can leave her feeling confused. Nurture quick wins with Mom by serving up concise, crystal clear content that simplifies complexities in a relevant way.

Meet her with an empathetic voice: Motherhood means vulnerability.

Every mom has different fears, dreams, beliefs and values, but they share a mutual understanding that parenting is not all sunshine and roses. Brands that understand and acknowledge the challenges of parenthood and speak to moms with a compassionate voice, no matter the category or platform, resonate best with moms. With Medela, Laughlin Constable built a content strategy that includes motivational, inspirational content in addition to educational blogs and tips for new moms. Rather than glossing over the challenges of early parenthood, Medela has created a social community based in part on support and encouragement.

Empower her to help herself: Self-care is crucial.

Mom has to take care of herself before she can take care of others, but her personal needs are often pushed to the bottom of a never-ending to-do list. Savvy brands help her feel more confident, cared for and capable by offering self-care solutions, time-saving tips and real-time resources.

As with any other audience, it’s important to remember that moms lead rich, complex lives and their identities extend far beyond just being a parent. Honor and recognize moms’ reality and allow opportunities for her to put on her oxygen mask first. After all, there’s no work more important than the work of a parent. Brands that are aligned to help support that vital work can and should meet moms where they are to make a unique connection with consumers.

Oh, and be sure to call your mom this Sunday.

Lydia Eichner & Ceara Milligan

Top 10 Digital Trends of 2016

As seen in TalentZoo‘s blog on January 21, 2016

We now live in a world where digital has become the most important channel in people’s lives and is a central driver of our culture. New technologies are being invented, but just as important, existing technology is evolving to be more user-centric and dynamic than ever before, promoting instant gratification and relevance. All of these changes are an attempt to build an even tighter connection between what’s digital and human, proactively meeting user needs and blurring the lines between on- and offline experiences.

With this continuous evolution, technology has quickly become the key driver of profitability and market differentiation in every industry. We’re in an accelerated digital world, where you need to always be solving for your future. If you solve only for today you’re going to have to solve for today again tomorrow. Because of this, the gap between brands who successfully unlock the key to digital success and the laggards who struggle to keep up continues to grow, creating an even greater sense of urgency to innovate.

Here are Laughlin Constable’s top ten digital trends to look out for in 2016:

1. The Internet of Things will pave new ground.
2. We are now entering the Outcome Economy.
3. Virtual reality will open a whole new world to brands and customers.
4. Artificial intelligence-driven technologies will find real-world application.
5. T-commerce will change the way we consume media throughout the customer journey.
6. The notion of privacy vs. prevalence will stabilize.
7. Location-based technology will reach a tipping point.
8. User experience will become more ambient and personalized.
9. Customers will prefer (and expect) super-service over traditional customer service.
10. The Sharing Economy will continue to create opportunities for brands to shift the human network.

Download the final report and infographic to discover more about the key trends that are shaping the digital frontier in 2016 and beyond.

Making Trust Mobile

 

“Virtually every commercial transaction has within itself an element of trust,” wrote Nobel prize winner Kenneth Arrow. Arrow’s line describes why banks emphasize consistent and personalized interactions with their customers across all branches– to build trust. Back when an actual bank was central to all banking activity, personalizing customer interactions wasn’t too complex. Executives placed greeters at every bank entrance and favored tellers with the local accent who would address us by name. But as we’ve exchanged our interactions with bank employees for banking apps on our phones, banks have been challenged to adopt their familiar strategy of emphasizing human interactions to our screens.

The technology that enables personalization is consistently improving and I’ve noticed increased personalization in my banking apps. Today, my American Express app, for example, greets me with a message appropriate to my time of day. And my Chase app welcomes me with a background based on my location (as I write this post in the Chicago office, I am greeted with the Chicago skyline). In the words of Chase’s head of digital for consumer and community banking, these apps were built with the intention of “humanizing the [digital] experience” aka giving the customer a digital experience similar to the retail experience, a concept that technology has only recently been able to realize. While the app will never replicate human interaction, it has the potential to master personalized interactions on a scale that is impossible for a bank employee (who can easily forget information or get stressed on the job) to do.

As banks seek to regain our trust after the Recession (Gallup), their increasing ability to create a consistent brand experience across all mediums for their customers is great news. Not only do they signal a bank’s excitement to help us where we are – whether online or in the store – they also bring consistency to the bank’s brand experience, an important part of building brand trust and loyalty (Journal of Consumer Research). The banking industry’s ability to use mobile for building customer trust is certainly something we can expect other industries to replicate.

 

Getting From Point-A to Point-A

Certain brands have mastered content marketing and are creating high-end content that fuses their brand story with a larger, emotional, human story. Red Bull, for example, has intertwined itself with extreme sports and the notion that human beings are capable of extraordinary things if we’re willing to let go of our own perceived limitations – and Red Bull gives you the wings to do so.

So, now that we’re on the same page, you’re saying, “I want in.” However, your brand doesn’t have the budget to send one of your employees on a free fall from space, so you’re wondering if there are any simpler things you can do to improve your content marketing.

Yup. Consistently creating things like blogs and podcasts that can connect with people on a personal level is a great place to start, and here are some tips to help you construct a narrative that will grab your audiences‘ attention.

  1. Think of Each Story as a Circle. And the goal of telling it is to take the reader on an adventure from Point-A to Point-AThink of any movie or book you’ve read. The formula is simply: “Balance. Disturbance. Return to balance.” This formula can be applied to all blogs and podcasts to ensure quality and consistency.  
  2. Establish Your Point-A Opening. What are you trying to say? This idea should be presented in the headline and will serve as the main thought or your blog/podcast. For this blog, it’s teaching why a 360 degree story structure is important.
  3. Establish Your Point-A Closing. Think of a line/thought/angle that’s going bridge your opening and closing lines. Get creative here. This is the chance to drive your point home –and make it memorable. (You’ll have to read the rest to see what I’m going with here.)
  4. Use Main Points to Bridge Opening and Closing. When your two point-A’s are set –the balance and return to balance – it’s time to list out the main points that will lead readers from thesis to conclusion.
  5. Make Your Supporting Arguments Equal Parts Fact and Fun. Now that you’ve cleared a path for the reader to follow, it’s important to use tools and techniques to make the trip as enjoyable as possible. Persuasion is about framing, and the goal with this content is to convince someone to agree with your point of view – this is best done by expanding on your main points with humor, logic, ethos, pathos and other techniques that entertain, elevating the reader’s view of your opinion to one they connect with on an emotional level.

This method may seem backwards if you’ve never tried it. Many people are used to working chronologically – from intro to body to conclusion – but if you don’t know where you’re going to end up, it’s tough to determine a logical way to get there. By thinking of your narrative as a journey from Point-A to Point-A, you’ll prevent yourself from talking in circles. (See what I did there?)

The Top Ten Moments Of #MUISS

Laughlin Constable was proud to sponsor the 2014 Insight Summit Series Digital Advertising + Marketing Summit, held at Marquette University on 3.19.14. There were many moments that made this year’s event special, but here are our top ten favorites:

  1. LC Shines – Who can resist an opening keynote that includes Beyoncé, Elon Musk, and Flappy Bird? Or a UX presentation from a former punk rocker. Or workshops that unlock the secret to SEO success and how to get the most out of Google Analytics? Many thanks to Paul Brienza, Sean Barry, Trisha Krautkramer, Erin Ebert, and the rest of the LC team who made this year’s Digital Summit a success.
  2. Tweeting Up A Storm – The Digital Summit was a success, and attendees let everyone know via Twitter. Within hours, #MUISS was a trending topic in Milwaukee, generating 1.5 million potential impressions and @LaughlinOutLoud was mentioned hundreds of times – a  perfect representation of the digital world we live in.
  3. AOL Gets Programmatic – Michael Treon, VP Platform Solutions at AOL, discussed programmatic advertising and how it will shape the future of marketing, merging creatives and engineers to come up with time-saving solutions.
  4. Google Rewind – With the massive search engine changing almost every day, it was entertaining to walk down memory lane with Jen Keller, SEO Specialist, and see what Google looked like in the late 1990s, mid 2000s, and just last week.
  5.  #SketchNotes – Jennifer Torres (@jentorres) stole the #MUISS Twitter show with her creative and visually engaging SketchNotes
  6.  UX Drunk Test – Laughlin Constable’s User Experience Strategist, Brady Pierzchalski, highlighted how UX shouldn’t make users feel stupid by showing this video of a person using Windows 8 for the first time.
  7. Tell a Story – Closing speaker Susan Sachatello, from CUNA Mutual Group, encouraged brands to focus on what they stand for, and tell that story to your audience well. She also urged marketers to recognize who your audience is, but who they aspire to be and meet them there with your brand story.
  8. Embrace the Chaos – Taulbee Jackson from Raidious talked about real-time marketing and how advertisers must embrace the chaos. “You have a real time focus group happening all the time, whether you know it or not.”
  9. #SwipeRightForFun – Did you know? The dating app Tinder was originally going to be called Matchbox. And co-founder Jonathan Badeen has indeed been on a Tinder date.
  10. Sell out! – The Digital Advertising + Marketing Summit, including pre-summit workshops, sold out for the second year in a row. Don’t miss the next Insight Summit Series event.

Insight Summit Series: The 2014 Digital Summit

I’m excited to announce that for the second year in a row, Laughlin Constable is partnering with the Diederich College of Communication at Marquette University to bring about the Digital Advertising + Marketing Summit.

Last year’s Digital Summit featured some of the industry’s top digital minds, including thought leaders from brands and organizations such as McDonald’s, Master Lock and the Obama Re-election campaign.

This year’s Digital Summit, held on Wednesday, March 19th, 2014, will carry that tradition forward by featuring speakers from Harley-Davidson Motor Company, AOL, Tinder, Rockwell Automation and Turner Broadcasting, just to name a few.

The Digital Advertising + Marketing Summit, part of the Insight Summit Series, is designed to cover the topics that are most relevant to marketers in the digital age: from strategy to user experience, content, e-commerce, SEO, mobile, integrated campaigns, online advertising, analytics, the “internet of things” and more.

Beyond providing a venue for professionals and practitioners to come together to share ideas and insights, the Digital Summit also seeks to support the next wave of digital practitioners. Proceeds from the Digital Summit benefit a scholarship fund for students at Marquette University’s Diederich College of Communication. In addition, the Eisner Creative Foundation is providing scholarships for students to attend the Digital Summit to learn firsthand about the latest trends and challenges in digital marketing.

For more information, and to register for the Summit, visit insightsummitseries.com/digital

Laughlin Constable’s Paul Brienza, EVP, Digital and Sean Barry, VP, Digital will kick things off the day of the Summit by taking the stage for the opening keynote address. Paul & Sean will speak to how digital practitioners can bridge the gap between marketing and technology.

In addition, LC’s Brady Pierchalski will lead a session speaking to how UX is your customer and consumer’s best friend (and therefore yours, as well.)

The full lineup of speakers is impressive. Check out the schedule for the Digital Summit and be sure to register today. Last year’s event sold-out, so don’t wait. Make it happen. Be a part of a full day’s worth of insights, strategies, best practices and networking with some of the folks leading the charge in today’s digital world.

We hope to see you there.

Where have all the silos gone?

Not long ago the advertising business was characterized by a landscape of fiefdoms populated by silos. It was a place where marketing disciplines such as: public relations and promotion, direct marketing and strategic planning, creative ideation and media, were each housed in separate companies and, if not, were certainly grouped in discrete divisions within an agency. Each discipline was isolated from the other; focused on perfecting its own response to a client’s business challenge and motivated by garnering a larger share of a client’s budget.

Today, compelled by shrinking revenues/margins, pushed by consumer-empowering technologies and demanded by impatient CMO’s, those fiefdoms have morphed into sandboxes and the silos have given way to open floor plans where interdisciplinary teamwork is the culture and a fully integrated strategic plan is the common goal.

At Laughlin Constable, we consider ourselves lucky to have forecasted early the impact of these prevailing winds. Today, LC is an independent, fully integrated, mid-size agency. We work with clients of all sizes; across many sectors and disciplines. Our defined and repeatable processes are employed on every client engagement. They are designed to identify the ideal “organizing concept” which is then translated into every element of the integrated marketing plan. Our objective is consistent messaging that connects with the consumer at every step along his or her decision journey.

 

What this means for our clients is a unique agency partnership, where we team seamlessly and efficiently between and among brand strategy, creative, PR, social, digital, media and tracking analytics to develop and consistently execute integrated marketing program in the most efficient and cost-effective manner possible.

 

3 Facts About Email in 2014

2013 was quite the year for email. It seems that more emails than ever are being sent. (16 million to be exact for the LC Email Marketing team — one of its busiest years on record.) Additionally, more emails are being opened on mobile devices, quickly making email the number one activity performed on mobile devices and the second influence on mobile shopping.

Looking ahead in 2014, marketers should anticipate how this effective channel will continue to grow and change in the New Year.

47 percent of emails are opened on a mobile or tablet device, according to Litmus, with mobile opens predicted to reach 50 percent by early 2014. How can marketers capitalize on this trend? Two words: responsive design. Two of my favorite emails that embrace a mobile-first approach include the:

  • Wisconsin Traveler email: See the completely responsive email, re-designed by the LC team, as you move the corners of your browser in and out and watch the design move and change to best fit the size of your screen.
  • ESPN Fantasy Football email: This weekly email’ outdated template was updated to utilize mobile-friendly design techniques, such as large call to action buttons and a single column layout. View the before and after and be wowed at the difference these design elements make.

Testing can make a difference, in millions. Through more and more testing, emails will continue to be improved and optimized in 2014 — improving the experience for subscribers and the results for marketers. Continue A/B testing different elements of your campaign, such as offers, send days and times, subject lines, call to action placement, and other design elements to maximize your results. Just how big of a difference can testing make?  According to this Business Week article, A/B subject line testing by the Obama email team brought in an additional $2.1 million — for one email.

It’s email, not e-mail. You’re going to be seeing more email and less e-mail in 2014. It was just announced that the New York Times has updated its stylebook and joined other hyphen-less supporters like the Oxford English Dictionary and the Associated Press. Merriam-Webster, however, still supports the hyphen. While less business-oriented than my first two facts, it’s one that hyphen haters (like me) can appreciate.

Get Connected. Your Customers Expect It.

Meet Taylor. Her fancy for high fashion has had her seeking online retail therapy for the majority of her 23 years. Dying to don the latest trend-setting little black dress, Taylor clicks – impulsively adding this stunner to her favorite online retailer’s shopping cart. Her mind starts to fill with visions of her flaunting the piece at her best friend’s New Year’s Eve party when she suddenly remembers she’s low on cash until her next payday.

Like most her age, Taylor goes about her day driving through the digital space. At each turn she is reminded of this fabulous frock; Facebook retargeting, delightful email reminders, banner ads. Payday arrives and the LBD is finally hers. After completing a survey and becoming a Facebook “Like,” Taylor now receives frequent discounts and engaging content focused on her fashion-forward lifestyle. Let the loyalty games begin!

Nikesh Arora, SVP and Chief Business Officer at Google, recently stated, “There is reasonable probability that in the next five years, half of all advertising will occur online.” It is also projected that over the next five years, CMOs will be involved in IT more than CIOs. Online shopping is becoming the preferred method for many consumers across generations, whether it is on desktop browsers, mobile browsers, or app-based storefronts and thus, digital marketing budgets are expected to continue to grow considerably in 2014. Today, they are already averaging 30% of overall media spend.

The challenge? Not all marketing executives, media planners, analytics experts, or IT managers have the tools and actionable data they need to make informed decisions about how to utilize their budgets. More importantly, marketers get why tying these marketing channels together in real-time is valuable, but making it happen seems like an insurmountable and very expensive proposition. Companies need to focus on being omnipresent; in other words, the brand should appear in all the right channels at all the right moments throughout the customer decision journey. Customer engagement isn’t just a “nice-to-have” in today’s ever-changing world. Customer engagement is a “must-have.” Customers expect their voices to be heard anywhere at any time, and then receive an accurate, personal, pleasing response as quickly as possible.

The good news for our industry is that it is continually on the rise. Laughlin Constable has worked with hundreds of brands throughout the decades, guiding them through these challenges. Our agency has helped our clients create smarter strategies and enable real-time, omnichannel marketing that is already leading to improved engagement, conversion and loyalty. More great products, solutions and case studies are on the way; so stay tuned, or should we say, stay connected!