Engaging Members Through Engagement Marketing

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Engaging Members Through Engagement Marketing
May 11, 2010
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Agenda

• Evolution of marketing communications
• Engagement Marketing defined
• AMA case study/work in progress
• 9 Rules of Engagement Marketing

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Evolution of communications

• Earned media
• Advertising
• Direct marketing
• Websites
• Social media
• Engagement marketing

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Earned media

• Build awareness, motivate action
• Publicity or earned media in print, broadcast
  online
• Press release, VNR, press conference,
  participatory event
• Message and audience determine type of media to
  target
• Pros Relatively inexpensive credible timely
• Cons One-way communication lack of control
  difficult to break through the clutter fleeting
  impact

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Advertising

• Build image, awareness preference motivate
  action
• Print, broadcast, out-of-home, online, mobile
• Pros Control of message, media, reach
  frequency
• Cons One way expensive time to execute
  cluttered environment requires sustained effort
  difficult to track, measure ROI

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Direct marketing

• Targeted communications to motivate action, build
  loyalty
• White mail, print broadcast advertising,
  events, e-mail
• Pros Two-way targeted testable expandable
  trackable
• Cons Cost time to execute

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Websites

• Build image, understanding of complex messages,
  promote action
• Pros Two-way 24/7 controllable expansive,
  flexible, multi-media, instantaneous
• Cons Need to drive traffic technical
  expertise not inexpensive cluttered environment

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Social media

• Build awareness, establish and promote dialogue,
  engage participants, build community
• Blogs, Facebook, Twitter, Sermo, etc.
• Pros 24/7 relatively low out-of-pocket
  expense instantaneous viral
• Cons 24/7 manage, dont control viral

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Engagement marketing defined

• Engagement marketing uses every available medium
  to connect the dots
• Goal is to create relationships that benefit
  members as much or more than the marketers
  themselves
• Consumers are in control
• Buying decisions are based on information,
  education and influential communities

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Engagement marketing defined

• A nation engaged
• 13 million email addresses collected
• Over 1 billion emails sent
• Obama blogged
• Obama Tweeted
• Obama friended more than 3 million people
• Obama empowered a nation to get involved

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Physician Engagement

• AMA Case Study/Work in Progress

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Objectives

• Build direct communication with all physicians
  and physicians-in-training
• Expand awareness and understanding of AMA mission
  and business activities among the primary target
  audience
• Enhance physicians perceptions of the value of
  the AMA brand

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Strategy

• Expand direct channels of communication with all
  physicians and physicians-in-training
• Provide opportunities to engage with
  content/information that demonstrates the
  relevance and value of the AMA to their
  professional life
• Timely
• Actionable
• Measurable

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Our plan

• Utilize social media to support distribution of
  messages
• Enhance websites with Web 2.0 features
• Maintain consistent, coordinated experience with
  all facets of the AMA

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Social Media
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Social media

• Build on early success of social media activities
  to drive target to the AMA website
• Coordinate social media presence to ensure
  consistency of brand and messaging, monitoring,
  tracking and reporting
• Expand participation in physician and/or
  subject-specific blogs, e.g., KevinMD.com

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• Fan page created in August 2009
• More than 3,600 Facebook fans
• Terms of use posted
• Monitored conversation

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• Twitter page created in April 2009
• 29,000 followers
• 1,600 tweets

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• KevinMD.coma medical blog by Kevin Pho, MD
• KevinMD hosts AMA guest blogs on a monthly basis
• 12 posts

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Web 2.0
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Whats Web 2.0?
The Web as a Platform You Control Your
Data
Core Concepts- Services, not packaged software-
Architecture of Participation- Cost-effective
scalability
- Remixable data source - Software above a
single device- Harnessing collective
intelligence
Web 1.0   Web 2.0
Britannica Online ? Wikipedia
personal websites ? blogging
domain name speculation ? search engine optimization
page views ? cost per click
publishing ? participation
directories (taxonomy) ? tagging ("folksonomy")
stickiness ? syndication
Examples
Source O'Reilly Media, September 30, 2005
http//oreilly.com/web2/archive/what-is-web-20.htm
l
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Tactics

• Build awareness among physicians
  andphysicians-in-training and drive them to the
  AMA website
• Search engine marketing
• Physician-focused website promotion
• Graphics-enabled e-mail
• Broadcast faxes
• Iconic links for state specialty websites
  and other relevant, approved sites, e.g.,
  KevinMD

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Tactics

• Expand functionality of AMA corporate website and
  microsites to support Web 2.0 engagement and
  capture contact information
• Add videos to sites, YouTube and Doctors
  Channel.com
• Enhance search capabilities
• Incorporate interactive tools
• Blogs, straw polls, commenting, message boards,
  content ratings and reviews

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Improving search

• Implemented new site search engine to make it
  easier to find content for corporate and American
  Medical News sites
• Using search engine optimization (SEO) to drive
  more search engine traffic to the AMAs website

Early SuccessIn Google's 2009 Zeitgeist Report,
AMA was identified as a top 10 search query
associated with "health system reform."
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Google search
Achieved 1 ranking for health system reform
and health reform on Google
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HSR microsite
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What are people saying about Health System
Reform?
TIMENation The 5 Big Health Care Dilemmas What shape health care reform takes will depend on how Congress, doctors, patient.. http//tinyurl.com/ojqh4z
Helldawg Health care reform - please fight 4 real free market ideas tcot 4 minutes ago
GregRLawson KaiserHealth Health Reform Debate Players Weigh In On Their Roles http//tinyurl.com/q9tgry 5 minutes ago from twitterfeed    
PHealthNews Solutions for health-care reform http//bit.ly/3KGsq 12 minutes ago from twitterfeed
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• 90 AMA YouTube videos posted
• Nearly 29,000 views on AMA YouTube Channel

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The Doctors Channel

• Presented HSR Bulletins in video format
• Average of 5,000 views per video

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On the Road with Dr. Rohack

• Increase awareness of AMA positions on key
  topics facing physicians
• First post 8/24/2009
• Average of 4,500 unique visits per month
• Referenced in major media reporting

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Straw polls
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News Events Incoming president Dr.
Rohackmeets with President Obama.
? ? ? ? Avg. rating, 10 Comments
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What do you thinkabout health system reform?
Take the survey
See the Results
Whats the most important HSR issue to
physicians?
Patient safety standardsMedicare
reimbursementMedicaid reimbursementHIT
standardsMedical liability reform Quality
improvement standards
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9 Rules of Engagement Marketing

1. The most important interaction takes place in
   person.
2. The experience matters.
3. Its not about you.
4. Dont drive sales, influence them.
5. Engagement is more important after the sale.

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9 Rules of Engagement Marketing

1. Engagement is an ongoing conversation. Listen
   and participate.
2. Mobility brings the conversation full circle
3. What brands do offline echoes online.
4. Measurement is critical to continuous improvement
   ongoing success.

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