Published on November 15, 2013
Zero Moment of Truth: Finding Your Patients and Updating Your Patient Recruitment Strategy Presented by: Annie Garvey Director, Patient Outreach
Learning Objectives • Update your patient recruitment and marketing strategy • Understand who and where your patients are • Recognize the “Zero Moment of Truth” and how it affects patient recruitment • Begin to contribute to the conversation • Understand which metrics are most important
What is Zero Moment of Truth? Point in time where you grab your laptop/smartphone and start learning about a product or service that you’re thinking about trying or buying
What is Zero Moment of Truth?
Why Does Zero Moment of Truth Matter? • 70% of Americans say they look at product reviews before making a purchase1 • 79% of consumers now say they use a smartphone to help with shopping2 • 83% of moms say they do online research after seeing TV commercials for products that interest them3 1. “The New Info Shopper,” Penn, Schoen & Berland Associates, 2009 2. Google/Ipsos OTX MediaCT, “The Mobile Movement Study,” April 2011, N=5,000 3. BabyCenter Study on Google Search, Nov. 2009
Why Does Zero Moment of Truth Matter? • American households now spend as much time online as they do watching TV but in 2010 only 15% of media budgets were spent online1 • In 2011, average shopper used 10.4 sources, up from 5.3 sources in 20102 • 84% of shoppers say that ZMOT shapes their decisions2 1. 2. eMarketer, “U.S. Total Media and Online Ad Spending,” Nov. 2010 2. Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2011
What Does This All Mean? ZMOT is a new model and a new conversation that we all have to be a part of
Where are these “conversations?”
Understanding the Benefits of the Conversation 1. Positions your site as the subject matter expert 2. Builds audience trust through competency and consistency 3. Clinical research seen as a safe alternative 4. Leads to an increase in patients
Before You Join the Conversation 1. Update your website a. Clear “entrances” for Patients and Sponsors/CROs b. Organized copy c. Friendly/personable language 2. Add a blog/news page a. Helps with optimization 3. Set up social media accounts a. Even if there’s no plan, secure the name b. Create a master document with logins/passwords
ZMOT’s Affect on Patient Recruitment • M/F, 18-75, with [disease] is not a viable answer • Need a bit more creativity to target your audience
ZMOT’s Affect on Patient Recruitment • Truly paint the picture of your “ideal patient” • Male/female • Age • Lifestyle • Financial situation • Geographic radius • Daily activities
Meet Cheryl – ZMOT Style • • • • • • • • • • • Female 60 years old Diagnosed with T2D Loves bird watching Middle-class Eugene, OR Tries to walk and clean around the house Enjoys her monthly book club Valiant attempts to manage her health Facebook user to reconnect with college classmates Avid online user to research new recipes and crafts
Discussion: How Do We Engage Cheryl? • • • • • • • • Promotion of healthy recipes? Attending a health fair? Radio advertising? Local magazine/newspaper? Facebook Advertising? Google Ad Words? Bird watching groups? Referring physician program?
Polling Question: Social Media • How successful have your social media efforts been? • Awesome – we love social media! • Some success – we’re really not sure. • Ehhhhh – yeah, not that good. • We haven’t done anything/Not sure where to start.
Social Media Infographic 1. http://online.wsj.com/article/SB10001424052970204653604577249341403742390.html (data for January 2012 2. http://www.pcmag.com/article2/0.2817.2400895.00.asp 9. http://www.comscore.com/Press_Events/Presentations_White-papers/2012/The_State_of_Social_Media Infographic from: allfacebook.com/morrison-foerster-time-spend-facebook_b105616
Social Media: Before You Start 1. Define your mission and purpose • Measure your results by likes, friends, etc. 2. Answer the question “why should I…” • Like you? Follow you? 3. Be realistic about your resources
Social Media: Best Practices • Be relevant • Be consistent • Use eye-catching images • Keep your posts short • Be educational
Social Media: How to Engage
Social Media: Here’s Who’s Doing it Well
Social Media: Not Going Well
Social Media: What You Can Do Right Now • Set up your social media accounts • Even if you don’t use them, take the username (Facebook page/place, Twitter, YouTube, Pinterest) • Baseline your “signs of life” • Start following, liking, friending, etc. to build network • Share and like: people are watching who is sharing and liking • Little bits of good content can bring high value
Social Media: Feeling Overwhelmed? • Think of ZMOT and social media like a new friendship • It takes time • Talk to people through social media like they are people • Even if you don’t use them, take the username • Showing the correlation between social media and patient recruitment is not exact • Start small but be consistent • Start following, liking, and friending Sponsors/CROs, referring clinics, patients, etc.
Track, Track, Track • Know what is and isn’t important • • Comments, likes, # of followers, shares, re-tweets Use the metrics to your advantage • Edit campaigns • Push for marketing dollars
Track, Track, Track
Track, Track, Track
Back to ZMOT
Resources • HubSpot’s Blog http://blog.hubspot.com/ • Zero Moment of Truth Download http://www.zeromomentoftruth.com/
Questions & Answers Annie Garvey Director, Patient Outreach firstname.lastname@example.org @PatientWise www.patientwise.com 608-664-9902
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