An orchestra is a large instrumental ensemble that contains sections of string, brass, woodwind, and percussion instruments. Other instruments such as the piano and celesta may sometimes be grouped into a fifth section — such as a keyboard section — or may stand alone, as may the concert harp and electric and electronic instruments.
You don’t have to be a connoisseur of the arts to appreciate something beautiful. It’s a feeling you get when you know what you are hearing or seeing is exactly as it should be. In an orchestral setting, this means each performer is acting in perfect harmony with the other members in accordance with the piece under the watchful eyes and ears of the conductor.
Conversely, we all have felt the awkwardness that accompanies the recognition that what we are seeing just isn’t quite right. It may be a subtle imperfection or something more obvious. Either way, once we recognize it, we want it to end.
Consider this: Have you ever heard someone say, “That band was great. The singer was terrible, but I enjoyed the music despite him/her.” No one ever says that — and why? Because you can’t have a great band or a great orchestra unlesseverythingandeveryoneis equally as great as the collective group and they work together in unison.
The same holds true for a successful digital marketing strategy. A website that operates in a vacuum is not the same thing as conducting a complete integrated digital marketing strategy.
Virtually everyone uses the Internet all the time. We pride ourselves on teaching our children to be digitally savvy before they can walk. This means that the average Internet consumer/social patient has developed well-trained eyes and ears, and they know when they are viewing a perfectly synchronized digital orchestra. Not only do they know it, they appreciate and respect it.
As you begin to formulate your strategy, try to return to a time and place where you experienced a performance that was done just right, the way you envisioned it in your mindbeforeit happened. What does thatfeellike? That feeling is exactly what you need to create for the social patient. An experience that is in perfect alignment with the way they envisioned it should be, before they saw it.
Essential elements of a well-designed digital orchestra for the modern medical practice, include:
A well designed mobile responsive virtual medical office with the ability to format to any mobile device, tablet, lap top or desk top.
A consistent and SUSTAINABLE content strategy to attract, engage and invite social patients to return often
Automated marketing systems to deliver thousands of high quality mobile responsive messages at the push of a button
Professional and down to earth video content to educate new and existing patients on all treatments and procedures
A CONSISTENT, CREATIVE and SUSTAINABLE social media strategy to increase connectivity with digital socially active patients
Software to track and analyze EVERY aspect of your digital orchestra
A commitment to Manage what you can now MEASURE
Given that 85 percent of consumers start their search for a product or service online, a well-designed digital presence speaks volumes about the practice and the practitioner. It says you understand them as medical/cosmetic/aesthetic consumers. You clearly appreciate them, and you are willing to invest time, energy and effort into helping them obtain the information they need in the way want to receive it in a format that is not only informative but also aesthetically pleasing. It is a true digital concert.
And they love that.
As all of the parts of your social symphony come together, create an online experience that is in sync with the patient's expectations. This will make them want to go even further in the process — a conversion — in addition to a willingness to return when the need arises (connectivity).
Not too long ago I was hired to do an analysis of an online tool for physicians that cost well into the six figures to develop. The tool was designed to help physicians determine if the company’s product was a “good choice” for a chronic health condition. The key issue was that , although physicians were clicking on the page with the tool the bounce rate was very high.
Online research findings indicated that although doctors found the tool promising the gap between expectation and the way the tool actually worked was quite wide. Another issue was that doctors found the tool “too complex” to use and thus they gave up after starting to use this diagnostic program. The bottom line was that the failure to conduct a usability study along with a misunderstanding of the audience all contributed to a good idea that was destined to fail.
Empathy is an important aspect for all marketers and that applies to marketing to physicians as well. Today’s doctors are fighting a battle to transform their practices from being paper based to technology based at the same time insurers are imposing new treatment guidelines. While more and more doctors are using iPads and smartphones the depth and complexity of online tools and practice information is overwhelming a lot of doctors, even those who are technology enabled.
The first thing we need to understand is that, like consumers, the physician’s world is a multi – screen.
But that doesn’t mean they are abandoning their PC’s. Physicians still spend a lot of time in the office with big screen PC’s reading medical journals and going to sites like Medscape.
The question then becomes do doctors really have the time to learn new online tools? The answer is yes and no. Yes, if the tools can help them improve patient care and the efficiency of their practice, but no if the tool requires a lot of learning, is not intuitive and is not used for every patient. It’s also important to understand that the line between physian segmentation around technology is slowly disappearing.
We need to ensure that online tools for doctors are both easy to use and that they clearly understand the benefits to both their patients and practice. Complex online tools are not going to have a high utility if physicians don’t use them a lot and marketers should be wary between great ideas an execution when developing online tools for doctors.
“Veeva Systems: SaaS's Biggest Bubble And Tech's Best Short Seeking Alpha They are based on a global pharmaceutical sales rep head count of 450,000 and annual dollar per seat count of $4,500. Multiply those two numbers together and you get $2 billion.”
CONCLUSION The quality of drug information in Wikipedia continues to be inconsistent, increasing the risk that consumers and practitioners may inappropriately rely on it. Although the entry on atorvastatin did contain sufficient information with a complete list of FDA-approved indications, contraindications, and food and drug interactions, this was not the case for the four other statins examined. Because the entries on the five most commonly prescribed statins lacked important information, the authors recommend that consumers should seek other sources and not rely solely on Wikipedia.
comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results from its eighth annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, conducted in partnership with marketing innovation...
I've just finished reading the comments submitted to the docket regarding FDA's recent draft guidelines for correcting third-party "misinformation" on Internet/social media platforms such as Wikipedia The comment submitted by Eric Barbour, a...
More than one-third of physicians have recommended the use of mobile health apps to their patients in the past year, according to a recent Manhattan Research survey. Experts say that the bulk of these apps are related to diet and fitness, and that few physicians are “prescribing” apps with the expectation of receiving follow-up data. Nevertheless, physicians’ acceptance of mHealth apps and related tracking devices is clearly growing along with mobile’s influence on everyday life.
“The mobile revolution is everywhere around us,” notes Joseph Kvedar, MD, president of the Center for Connected Health (CCH), a unit of Partners Healthcare in Boston. “It’s all about mobile now, and physicians can’t help but notice that, and they feel they have to get involved in some way.”
Mohit Kaushal, MD, a partner in Aberdare Ventures, a San Francisco-based venture capital firm, agrees. “The mobile health world has been around for a couple of years, and we’ve had a lot of experimentation and there are a lot of apps out there,” he points out. “So it’s not surprising that a subset of these apps are quite valuable and that doctors are recommending them.”
On the other hand, Manhattan Research found that only about half of the physicians who recommended apps suggested specific ones to their patients. “Some doctors are going to be more savvy about what apps are around—particularly, younger ones who are more pro-technology,” Kaushal explains. “Those doctors are more likely to prescribe and suggest a particular app.”
With more than 40,000 health-related apps available, most doctors are unsure of which ones to prescribe, notes Kvedar. “There’s a fear of liability if they don’t know what they’re talking about. So they tend to be very general and say, ‘It’s probably worth looking at this category to help you track something because you need to lose 10 pounds or you need to be more active.’”
CCH has a website called Wellocracy.com that rates several trackers and apps. IMS Health has started a much more ambitious project to curate the 16,000 apps in the Apple Store that it considers relevant. A group of experts, in a recent JAMA commentary, proposed that independent or government-commissioned bodies review and certify mHealth apps. But right now, not much is available to help doctors evaluate the effectiveness of mHealth apps before prescribing them to patients.
he trouble with strategic risks is there’s often no historical precedent to draw from to assess their potential nature and impact. Sometimes they’re the product of a visible trend, but often they appear as a surprise. And hard as they are to identify or manage, they are extremely difficult to recover from. Another way strategic risks can be confusing? They’re not just “something to mitigate.” In fact, spotted early and handled well, strategic risks can be the basis for game-changing moves that reorder the field. That’s why smart organizations will develop a system to deal with unexpected change by: