digital word of mouth marketing in medical tourism by john cote
DESCRIPTION
Best selling and award winning author John Cote conducted this presentation at the World Medical Tourism and Global Healthcare Congress in Las Vegas Nov 3, 2013. As a result of industry feedback, he is launching the Healthcare Elsewhere podcast April 21st, 2014 Look for us on iTunes, Stitcher Radio and Soundcloud. Every day, John Cote will share the success stories of people just like you, who have traveled to another country to take care of their healthcare needs. In the United States alone, it is estimated that over 750,000 people travel elsewhere for treatment to save money, save time or get a procedure that is unavailable in their country. We also interview leading Physicians, medical certification organizations and executives of medical facilities from around the world. Join the medical tourism revolution and free yourself from the limited choices that many governments and insurance programs offer. http://www.facebook.com/healthcareelsewhere http://www.twitter.com/healthelsewhere http://www.pinterest.com/healthelsewhereTRANSCRIPT
John Cote
Digital Word of Mouth Marketing Strategies to Increase Awareness &
Revenue
Founder and CEO
#1 Best Selling Author
Major Marketing Misconceptions
Technology and Innovation
New Media
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Perception Test
Perception Test
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Did You See the Gorilla?
http://www.youtube.com/watch?v=vJG698U2Mvo
83% of trained Radiologists failed to see
the gorilla in this lung scan
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You will receive a copy of the Keynote slides and the audio Podcast of this presentation TODAY
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to
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Peter’s Story: Hearing Technology Comes of Age
A World Full of Crummy Advertising
and Marketing1. Getting qualified prospects to pay
attention
2. Getting those who do pay attention to remain interested
3. Building any kind of a case for why someone would want to take action
4. Giving a prospect any kind of option other than “buy it now”
5. Creating a high ROI on the ad spend for the advertiser
Almost all advertising does a poor job of:
What Marketing is Supposed to Do• Marketing should capture the attention of your
target market…
• Then give them hope that reading/listening to the ad will give them enough information…
• To facilitate their making the best decision possible when buying whatever you sell.
• Then give them a specific, low-risk, easy-to-take action that will further facilitate their ability to make a good decision…
• Bottom Line: The ad should make the prospect feel like they’d have to be an absolute fool to do business with anyone else but you… regardless of price.
Most Ads are Filled with Platitudes•Words & phrases that are devoid of
any real meaning
•Not quantified, not specific
•Stated in general terms
•Not believable, usually not provable
•Don’t distinguish, don’t separate
•Cause prospect to minimize, discount, disbelieve—or worst of all, ignore altogether
Examples of Platitudes•Highest Quality
•Best Service
• Trust us
•We have performed over 37,500 procedures
•30 years of experience
•Since 1776 B.C.
•Honest
•Hard Working
•We Care
•Number one....
•Thailand’s provider of choice
•State-of-the-artText Your NAME and EMAIL to (775)
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Three Steps to Powerful
MarketingHave something good to
say
Say it well
Say it often
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Your Message Should Educate Your Target
Market
Don’t Sell Them
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“Word of Mouth”is a medium, just like TV, Radio, Print, Direct Mail
and Social Media
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The New Media and Technology Revolution
introducing:
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Online and on their phone.
Just having a desktop websiteisn’t enough anymore.
You need to be where your potential
Clients and Patients are every day:
This Is A Paradigm Shift
You MUST be a respectedand trusted authority.
Using Technology & Social Media to create “Digital Word of Mouth” connections with
patients
Today - Over 100 BILLION views per month
The New Media RevolutionThe New Media Revolution
Youtube is now the #2 search engineYoutube is now the #2 search engine
2009 - 26 BILLION views per month in U.S.
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Over 70% of the traffic comes from outside the U.S.
Makes you the expert, just like an author
The New Media Revolution
Create your own branded channel
The New Media Revolution
Live Video for Events and Training
Broadcast Google Hangouts Live on YouTube
Works on Mobile Devices!
This online campaign boosted revenue by over 700%
Will It Blend?!
181 Million views in 5 years
iPad after the “blending modification cycle.”
Yes It Will!
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The New Media RevolutionThe New Media Revolution
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Broadcast Live Webinars or Google+ Hangouts inside Facebook
Sharing Button
Facebook Page Post Ads
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Works for image and video posts
The New Media RevolutionThe New Media RevolutionPodcasting can be Audio or Video
Easily integrates with email campaigns, magazines and books
How Many Medical Tourism Podcasts??
US Cable and Satellite TV: 100 Million Subscribers
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Podcast Subscribers : Over 1 BILLION
Podcasting
The New Media RevolutionThe New Media Revolution
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Number of magazines dedicated to Medical Tourism on iBooks and Kindle: ???
iBooks has social sharing functions built in
Digital Magazines
Publishing a Best Selling book creates
Massive Credibility and Leverage
in your marketplace
The MobileMedia Revolution
In 2014 mobile web use will have
overtaken desktop web use globally
Over 62% of Mobile Phones are Smartphones
Estimates as high as 80% by the end of 2014
Why MobileMedia Matters
Mobile advertising has a 10 TIMES HIGHER click through rate
Mobile advertising has 8 TIMES HIGHER brand awareness
Mobile traffic has 6 TIMES HIGHER PURCHASE INTENT
The MobileMedia Revolution
Adding Click to Call and Live Chat
will increase engagement and sales
Billions of apps downloaded between Android and iPhone
Push Notifications have a much higher open rate than email
You can build social sharing functions into your app to help promote videos and other events
The Mobile App Market
What are people saying about
YOUR Business?
78% of people trust Peer Recommendations
(reviews)
Whether you like it or not, people are talking about you
online!
What can you do about it?
Why are Reviews So Important?
Because Word of Mouthis the Best Advertising!
Getting People to “Know, Like and Trust You”
One last thing…
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What is the lifetime value
of a patient to you?
AUTOMATIC FOLLOWUP
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•Everyone who contacts you needs multiple followups from different mediums
•Emails with links to videos, podcasts & magazines
• Text Messaging and push notifications
•Voicemail
•Direct Mail, i.e. Brochures, DVD, Audio CD
•Mailed Book from CEO or another company spokesperson
Key Takeaways
Story based marketing with video is a proven method for getting potential clients to Know, Like and Trust you which leads to increased sales
Be in as many places as you can online to encourage social sharing and to reach the maximum number of prospects
Publishing Digital Books, Magazines and Podcasts to educate your target demographic will give you a major advantage over your competition.
You MUST follow up consistently with automated systems, it works!
Thanks!
John Cote
Data for this presentation was compiled from comScore, The Pew Research Center, Quantcast,
Nielsen and Mobile Marketer Daily
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