Archive for the ‘Purchase Intent’ Category
Tuesday, February 8th, 2011
No brand will have the power of a real connection if it is solely based on internal values, desires, and points of view. In fact, it is critical to have the ability to see your hospice brand outside of your own view. Building a brand that will move the target must begin with focusing on the consumer not the service or your company’s objectives. This is what we call an ‘outside in’ perspective.
And it comes from in depth research, target analysis and an understanding of human nature. And when it comes to hospice, it means understanding the psychological purchase price of hospice care – a phrase Anoroc’s penned after our years of studying the hospice decision cycle. But there is a flip side. Beyond building a brand that moves targets you must build a branding program that turns employees into brand advocates. They are a powerful representation of your brand; they are your brand in living technicolor.
Through the past two decades we’ve worked with numerous companies to refresh, reinvent and revitalize their hospice brands. During the rebranding process a large part of our consideration is focused on internal audiences. From leadership teams drilled down to admission nurses, secretaries and CNAs, they have been a part of empowering the brand refresh by understanding its meaning, being vested in its promise and believing in their role to affect its power. To us, they are a critical audience as critical as the in home gate keeper, the case manager and the physician.
Recently back from a brand rollout in San Diego, where we had the opportunity to present a brand refresh to an audience of close to 500+ employees, never before had the power of internal brand force ever seemed more powerful. Firstly, our client is an agency dream, incredible to work with, a true partner in creating something remarkable. So imagine the brand rollout complete with a theater size screen, swag bags, balloons and a leadership team vested in empowering their employees.
Cue the applause, cue the cheers, cue the employees testifying that the brand reflects who they are, what is in their hearts and their own life story. Cue a company with a vested team of brand advocates talking about their company at the coffee shop, in line at the grocery store, and on the church pew.
Imagine their accountant walking up to me after the presentation and saying. “I always thought I was only the accountant, but now I know I’m much more and even what I do really matters. I’m the brand too!” So as you consider taking a look at your brand and moving to a direction that will speak to a new generation of consumers, consumers more defined in making choice, in researching options, in dictating their own end of life care, don’t forget who is setting next to them at Starbucks.
Anoroc creates hospice communication strategies that engage consumers and referring publics turning them into active hospice advocates and positioning hospice providers as the provider of choice. Learn more at www.redefininghospice.com
Tags: great hospice marketing ideas, hospice marketing agencies, hospice marketing companies, hospice marketing ideas, how to market hospice, marketing hospice, marketinghospice.com
Posted in Decision Cycle, Hospice, Marketing, Purchase Intent, anoroc health | View Comments
Saturday, August 14th, 2010
We are in the midst of creating a brand reinvention for a client. As you know, there are almost endless hours of research involved. This particular client occupies a very emotional healthcare segment. Amongst them and their competitors services are close to being the same, mainly that is due to regulations. So the brand strategy becomes somewhat more intense because we’re fighting to differentiate. But that’s great, we like to fight hard, at Anoroc. But beginning this project with the goal to build a brand essence that allows my client to ‘own’ a compelling belief, must start with an in depth clarity about the intended target.
Though my client has several mid-size competitors they also face growing competition from national companies (one that recently sold for several billion dollars). During the competitive analysis I expected to see pretty great branding from these ‘big boys’. But what began with an expectation to see great work, incredible consumer engagement strategies, in-tune social influence marketing, emotional branding, ended with me banging my head on my desk and moaning. OK, so I am sounding a little mean here, but it was that bad.
They forgot to listen to Bill. “You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen,” William Bernbach. The websites, collateral, every brand touch point was completely void of any indication these national companies had any understanding of who they were speaking to, what their best prospects believe, or how to motivate engagement.
Copy was written as if the reader was a test subject. For instance, an article on how to cope with the passing of our loved one during the holidays called the reader “the bereaved person”. Brand imagery focused on the ‘service’ rather than outcome. Think of an oil change ad where the gloved mechanic is smiling over the open hood of the car. Now put him in a nurse’s uniform add harsh lighting, and throw his arm around grandpa who looks like he just ate road kill. Get the picture. And I’m not exaggerating. Believe me, Forrest would run.
What do we buy as healthcare consumers? We don’t buy the oil change. We buy the car speeding down the open road, in tune, running well and on it’s way to Willoughby.
Tags: anorac, Anoroc, healthcare and social media, hospice and social media, hospice marketing, raleigh advertising agencies, raleigh marketing agencies, raleigh social media, raleigh social media agencies
Posted in Anoroc, Brand Value, Healthcare, Marketing, Purchase Intent | View Comments
Monday, June 28th, 2010
Performics (www.performics.com), the performance marketing expert inside Publicis Groupe, recently released results from “S-Net (The Impact of Social Media),” a report from ROI Research Inc. (www.roiresearch.com) sponsored by Performics. This is quite an interesting study as it looks beyond usage and explores how social media permeates consumers’ lives. By that I mean how social media affects communication, shopping and other activities. The findings illustrate how social networks continue to drive changes in consumer behavior. Looking at how various segments of consumers use social networks in their daily lives, specifically with regard to the purchase process for different types of products and in relation to other media channels.
Most interesting to me was that the study of 3,000 U.S. social network users tackled not only general behaviors and platform preferences for social sites; but delved deeper into how social sites affect family and friend relationships and consumer attitudes towards brands and products.
Stats include:
- Fifty percent of Facebook users click on Facebook ads to “like” a brand
- Thirty-seven percent learned about a new product or service from a social networking site
- Thirty-two percent of respondents have recommended a product/service/brand to friends via a social networking site
- Thirty-two percent of Twitter users re-tweet content provided by a company or product
- Eighty percent of respondents have an active Facebook account, and 23 percent of those without an active Facebook account plan to join in the next six months
- Sixty-seven percent of respondents have reconnected with people through social networking sites that they never would have otherwise
- Thirty-nine percent of Twitter users respond to other people’s tweets once a week or more
- More than thirty percent of respondents access Facebook and/or Twitter from their mobile phone (through a browser or application) once a day or more.
- Specific to Facebook, for example, nearly 90 percent of respondents said that at least some of the companies and/or products they are a fan of are doing a good job providing relevant content. More than a third said most or all of them were doing a good job.
- More than 50% of participants identified social networks as the best way to communicate with family and friends.
Hello, word of mouth! Let me say that again. Hello, word of mouth!
“Users are not only satisfied, they want more, which is a good sign for marketers,” noted Scott Haiges, president of ROI Research. “Respondents expressed a strong desire to get more printable coupons [49 percent], notifications of sales and special deals [46 percent], and information about new products [35 percent] from companies or products on Facebook, and this rings truer in some industries more than others.”
“Social networks have made real and substantial changes in the lives of their users, in part by empowering them to more actively participate with brands and each other,” said Daina Middleton, CEO of Performics. “More than a third of all respondents reported using a search engine to further learn after seeing an ad on a social networking site, for example, and more than a third think social networking sites are good sources of information about companies and products.”
“Social networking has greatly contributed to the shift from strict consumerism to more lively, two-way participation between brands and everyday customers” added Middleton. “It’s a groundswell of technology-enabled word of mouth, and many of the brands involved in these active discussions are effectively satisfying their fans.” Amen to that, Sister!
Tags: Hospice, hospice marketing, hospice social media, north carolina social media agencies, raleigh advertising, raleigh social media, raleigh social media agencies, social marketing, social media
Posted in Anoroc, Marketing, Purchase Intent, Social Media Influence, Social Networking | View Comments
Thursday, May 6th, 2010
Just finished reading a great article by Tim Bradshaw of Financial Times, Who Wants To Friend A Brand (http://bit.ly/8YxE5V). In his article he points out how social media has fundamentally transformed marketing from a monologue to a dialogue. If you’ve read many of my blogs you’ll know this is what Anoroc refers to as moving away from ‘Sham Wowing’ and onto real communication.
I love what he says here: “When first faced with the prospect of marketing on social networks, many people ask a reasonable question: how many people want to be friends with a brand? The answer – surprisingly, perhaps – is: millions do, on a daily basis.”
And as experienced brand managers at Anoroc we know this is true.
Much of our brand research begins with focus groups that ask: “How do you want this brand/company to communicate with you?” And unsurprisingly enough we hear social media as a chosen platform most every time.
Bradshaw points out that more than 10m people each day become a “fan” of a brand on Facebook. The world’s largest social network – with well in excess of 400m members globally – plays host to more than 1.4m branded fan pages on Facebook. BrandZ Top 100 brands such as Coca-Cola and Starbucks, along with other smaller brands outside the Top 100 such as Adidas (brand value or BV of $3.3bn in the latest MBO list), have each “befriended” millions of people.
“A lot of our best brand builders are also some of the best companies using social media,” says Joanna Seddon, chief executive of Millward Brown Optimor, which compiles the BrandZ ranking. “A lot of the leadership in social media is really centered in the top 100 brands.”
When Anoroc reviews ROI studies from our campaigns we’ve learned that Bradshaw is speaking Gospel here: “Social media has matured rapidly in recent years. Sites such as YouTube, Facebook and Twitter offer scale and reach to rival Google – still the most dominant single site for online advertising – and many television channels. The best advertisers use social media alongside these traditional channels for a combination of brand-building, direct sales, customer service and PR. The worst simply ignore them, blissful only until they realise the complaints and accusations that disgruntled customers are telling other would-be consumers.”
“Social media have given consumers a voice to respond, as well as hundreds of channels through which to do so,” says Debbie Klein, joint chief executive of Engine, a UK-based agency group. “These websites have fundamentally transformed marketing from a monologue to a dialogue. Brands cannot hide.”
And brands that hide, may never be found.
Tags: Financial Times, hospice and social media, NC advertising agencies, raleigh advertising agencies, Raleigh advertising companies, raleigh design, Raleigh design firms, raleigh social media, raleigh social media agencies, raleigh social media companies
Posted in Anoroc, Brand Value, Customer Loyalty, Decision Cycle, Marketing, Purchase Intent, SEO, Social Media Influence, Social Networking | View Comments
Friday, April 16th, 2010
Just finished reading these two Special Reports via iHealthBeat (http://bit.ly/bKqv2S) on consumers increasingly turning to social media for healthcare information. Reports claim social media’s influence on consumer healthcare behavior is outpacing traditional channels.
Thursday, April 15, 2010
Consumers Increasingly Turning to Internet, Social Media for Health Care Information
Recent studies have found that consumers increasingly are turning to the Internet for health information.
In addition to health care Web sites, such as WebMD, consumers are turning to user-generated health content, such as physician and hospital rankings, blogs and chat groups.
While the Internet’s influence on consumers’ health care decisions is outpacing traditional channels, such as television, radio and print media, physicians still are the biggest influence on consumer health behavior, according to Monique Levy, senior director of research at Manhattan Research.
Google and Microsoft’s Bing recently refined their search engines to provide consumers with more credible and relevant information. (Kim, iHealthBeat, 4/15).
Friday, April 09, 2010
VA Taps Social Media Tools To Promote Health Benefits, Other Services
The Department of Veterans Affairs is turning to social media tools to improve communication with veterans and help them access health care and other benefits, the Washington Post reports.
Brandon Friedman — who previously served in the Army in Afghanistan and Iraq — is leading the department’s push to establish a presence on Web sites such as Facebook and Twitter.
Friedman said veterans are interested in “a two-way conversation” with VA and platforms that allow them to offer feedback on the department’s services. He said that he has facilitated discussions on the agency’s Facebook page and that the department will launch a blog by the year’s end.
Friedman added that VA aims to promote transparency in its social media platforms to align with the Obama administration’s “open government” initiative (Erickson, Washington Post, 4/9).
Tags: healthcare social media, hospice and social media, hospice marketing, raleigh advertising agencies, Raleigh design firms, raleigh social media agencies, Social Media Influence
Posted in Decision Cycle, Healthcare, Purchase Intent, Social Media Influence, Social Networking | View Comments
Wednesday, April 7th, 2010
It has been studied and proven that understanding traditional and emerging media trends is a way to reach a new generation of consumers – the millennials or those born between the years 1985 and 2003. This group is said to be the most technologically savvy, team-oriented, and skilled multi-taskers. The millennials are also one of the largest generations yet who possess a great deal of consumer power with large disposable incomes; thus, as marketers we know that it is important to focus our strategies in a way that will interest them. A 2009 study shows important statistics about this generation. The results show that “84% of the teenagers report owning one or more personal media device, and 87% use the Internet; 51% report going online daily (Considine, Horton, & Moorman).”
More specifically, research suggests that today’s generation has evolved from interruption to permission marketing. For example, millennials who are pushed and forced into buying or liking products, or in other words interruption marketing, is not a successful strategy. In opposition, we should simply present the product, service, or idea in a non-invasive and manipulative manner so that the consumers will not feel taken advantage of or undermined (Henrie and Taylor). Another study conducted in 2008 says that“83 percent of the surveyed 14-24 year olds reject traditional ‘interruption and repeat’ advertising efforts.” (Kim 2008) Thus, it is important for members of this generation to use media channels such as blogs and social media sites so they feel the products are more personalized into their everyday lives and focused on individual values. This style also calls for more of a personal connection between consumer and product/service/idea. It allows the consumer to willingly seek out information rather than being bombarded with repeat and unwanted advertising efforts.
So what explanation can be provided for these generational media consumption behavioral changes? It’s obvious that today’s generation of consumers is drastically different than it’s parent generation, the baby boomers or those born between 1946 and 1963. This 2000 study conducted by Edwards, La Ferle, & Lee gives some insight into the posed question. “Bandura’s (1977) social-learning theory suggests that people observe the actions of others and learn to model their own behavior when faced with similar situations.” (Edwards, La Ferle, & Lee) The findings from this study suggest that the social-learning theory may be an explanation for the boom in new media channels, especially social media and mobile marketing. Researchers from the same study report, “it is unbelievable how much information does not come out of direct experience but how much of it does come from other people and the mass media (Edwards, La Ferle, & Lee).”
Thus, this ample amount of evidence shows the importance of permission, not interruption, style marketing when it comes to the millennials. As marketers, obviously we must understand the importance of new media channels and how it effects today’s generation of consumers as discussed in the aforementioned research. However, all of these studies allude to what we must never forget as marketers. It’s the most classic and might I say, still most popular, marketing style – word-of-mouth. If you can get today’s generation of consumers talking positively about your product/service/idea, they will incorporate it into their new media channels, such as blogging and tweeting, and will only lead to further success for your business and your client.
Tags: Anoroc, branding agencies, client relationtionship, facebook, Marketing, Mobile, new media, raleigh marketing agencies, raleigh social marketing companies
Posted in Anoroc, Customer Loyalty, Marketing, Purchase Intent, Social Media Influence, Social Networking | View Comments
Thursday, March 11th, 2010
Again I am up on my soapbox. I know no one is surprised. Forgive me in advance. But I just read a blog post by a company who claims to be ‘experts’ in social media. The post was reviewing a Web site with what they claim is “an impressive amount of social media integration and with social media connectivity built into every page.” The site they were touting had the ‘now usual’ links to Facebook, Twitter, YouTube and the compulsory blog. Sorry – Facebook, Twitter, YouTube and simply having a blog does not qualify as an impressive amount of social media interaction. Especially when these tools are one-way conversations mainly about the company, mainly a sales pitch, and void of strategy to meet end user’s needs, wants, desires, or concerns. In fact, it is difficult to tell whom the site is speaking to. This is not interaction. Let’s look deeper: the company’s Facebook page is full of typos, Discussions (tab) has no discussions but spends the real estate telling you how great the company is. There is no link to resources, no interaction and the posts are mostly again about the company. In addition, page set up is one Facebook offers for stores, not for brands or service providers. Their Twitter page attempts to give advice but there are no links for more in depth information and the posts are condescending. Nor does it ask: What are you concerned about? How can we help you? The Tweets are directed as one way communication. Blog topics are not centered around providing useful information and the blog is faceless offering no level of affinity between author and reader, who is writing this? Not to mention poor site design, unbalanced page layout, poor typography for the target, confusing copy, grammar and spelling mistakes… What put me up on the soapbox is not so much these common missteps in social media (companies sometimes are simply doing the best they can with limited resources, time and budgets). What made this SBM (soapbox moment) is a ‘social media’ company blogging the world that this is how it should be done while trying to sell you a one size fits all social media package for $2999.99
So world, let me tell you about a company who is doing it right. And it did not come in a shiny branded online community $2999.99 package but most assuredly was developed from strategy, end user research and knowledge. Check out Caregiver’s Corner, San Diego Hospice blog (http://sandiegocaregiversblog.com/). This is a lovely example of a resource strategy. The design is clean, the end user is directed immediately where to go by their self interest/need. The posts are personal and informative. The end of each post carries a short description of its author. Note the Twitter feed on the bottom right. Though some Tweets are about their organization (and a limited number should be) many lead the reader to more in depth info. They share useful information from other hospices, communicate with followers, and seek input on topics (what do you think about this). This is interaction.
Their Facebook page is equally well done. Here’s how they describe the page: We made this page to connect with all the families who have been a part of San Diego Hospice, to honor the people who support us & to talk with anyone who wants to know more about what we have to offer. And they’re right. Boxes house a long list of Useful Resources from caregiver resources, legal advice to networking opportunities. The posts are interactive and contain droves of useful information.
It took many words to get to my point but I am finally there. Impressive social media is not about the tools you have but how you use them. If you are in a service industry that provides healthcare, eldercare or personal care services your social media strategy should be focused on being a true resource, connecting with the gatekeeper, building affinity and establishing trust. Forget about ‘selling’ your services and instead start with these simple words: “If I was my target what would I want.” And if some vendor wants to sell you a package complete with a ‘strategy session’ – RUN FORREST RUN!
Tags: Anoroc, anoroc agency, eldercare providers and social media, healthcare and social media, healthcare social media, Hospice, hospice and social media, hospice marketing, hospice social media, raleigh advertising agencies, Raleigh design firms, raleigh social media, raleigh social media agencies, San Diego Hospice
Posted in Anoroc, Brand Value, Customer Loyalty, Healthcare, Hospice, Marketing, Purchase Intent, Social Media Influence, Social Networking | View Comments
Friday, February 26th, 2010
Beyond creating the strategy that determines what users will gain from engaging in social media platforms, is creating tone and voice. For social media platforms to be engaging to women in the caregiving cycle they must embody key characteristics.
Anoroc’s hospice research has determined much about this target. She will most likely see herself as a caretaker and nurturer and it is important to establish a tone that speaks to her with an understanding of this emotional perspective.
Women, in general, are more emotionally connected and therefore are likely to tune into emotional benefits over functional ones. They include emotions in their decision making as opposed to basing them only on rational elements. So don’t be afraid to give them a ‘feeling’ to show the emotion, the ‘what matters’ behind your brand. She will see hospice services as typical among all hospice providers – unless your hospice provides a unique service that makes her world function better – you better ensure your social media platform provides her with the emotional connection she is seeking.
Women also want a dialogue, not just a transaction. That means encouraging a two way conversation on your social media platforms vs solely spouting company news, successes, facts, or services. She really doesn’t care and if this is all you are doing you can wish her a fond farewell.
Research is proving that women are engaging in social media in droves – wonder why? Because women strive to establish links and connect through affinity. Since women seek commonality and look for similarity between themselves and the ‘speaker.’ Make sure your social media platforms are not a nameless, faceless entity. Many organizations newly embarking into social media are making this mistake – remember this online world is about connection, nobody wants to connect to a nameless ‘site monitor’.
Hospice agencies that we have taken down this emotionally supportive and resource driven path have seen an increase in census of 60% plus. Equate that with not only the potential to your bottom line but the potential of increasing the number of families given a better end of life experience. And to those of us who know how profoundly hospice can improve the quality of life for both patients and their families – that sounds pretty dang good.
Tags: Anoroc, healthcare social media, Hospice, hospice and social media, hospice marketing, hospice social media, raleigh social marketing, raleigh social media, raleigh social media agencies, raleigh social media companies, social influence marketing, women in social media
Posted in Anoroc, Brand Value, Customer Loyalty, Decision Cycle, Healthcare, Hospice, Marketing, Purchase Intent, Social Media Influence, Social Networking, Women | View Comments
Thursday, February 25th, 2010
As we said in Part One, to understand the potential positive impact that social media can have on those who are providing care to a loved one, we first need to truly understand the caregiver. To move the hospice gatekeeper through the decision cycle your social media platform must resonate with her on an emotional level and provide the resources she seeks.
So who is she? What does she want? She will likely be working at least part time and taking care of children. She sees herself as the ‘caregiver’ to the family. She is a nurturer both to herself and others but mainly to others. She is emotionally driven in her purchasing behavior and looks for benefits/outcomes rather than specifics. If she does not have direct experience with hospice she will have heard of hospice through the media. She will not have a complete picture of hospice most particularly in regards to pain control, symptom management and bereavement support.
Her psychological purchase prices (what she must overcome to choose hospice and ask for that referral early on in the caregiving cycle) include:
Am I giving up on a cure?
Am I abandoning hope?
Will my loved-one feel that I am not fighting for them?
Will the care be as nurturing and as compassionate as I would provide?
Will I have the support to really handle this?
Worry about opinions/feelings of other family members.
In the process of creating social media strategies for specific demographics we also need to determine the wants and needs of the on line community end-user. Our hospice research determined our caregiving female’s tangible wants and needs to be:
Information and resources
Knowledge – answers, understanding of benefits
Support
Helping hand in a relevant way
Quality of life for a loved-one
Options
Solutions
Quality of care – physical and emotional
Balance
Her intangible wants and needs include:
Connection
Rational replacement for guilt
Understanding and empathy
The most successful social media strategies that a hospice can engage in are ones that support this key demographic by enabling her to move beyond her psychological purchase price, and that meet both her tangible and intangible wants and needs. More to come on doing just that in part three.
Tags: Anoroc, anoroc agency, healthcare, healthcare social media, Hospice, hospice and social media, hospice marketing, hospice social media, north carolina social media agencies, raleigh social marketing companies, raleigh social media, raleigh social media companies, social marketing, women in social media
Posted in Anoroc, Brand Value, Customer Loyalty, Decision Cycle, Healthcare, Hospice, Purchase Intent, Social Media Influence, Social Networking, Women | View Comments
Wednesday, February 24th, 2010
There is little doubt that hospice can profoundly improve the quality of life for those facing a life limiting illness. Yet there remains a large degree of misunderstanding, lack of knowledge concerning breadth of services and the struggle with late referrals. Can social media work to improve these barriers to care? I believe it can. Social media may be one of the best things that ever happened when talking hospice. I am not exaggerating, there is tremendous potential for hospice providers. The key is understanding how to use social media to engage hospice gatekeepers. There is a very real and specific strategy.
To understand the potential positive impact that social media can have on those who are providing care to a loved one, we first need to truly understand the caregiver. Note that positive impact equals referral request.
Here’s a little caregiving data: Out of the more than 50 million people who provide care for a chronically ill, disabled or aged family member during any given year, approximately 60% are women (this is your gatekeeper – get her and you can worry less about early referrals). On average she is 46 years old and caring for her widowed mother who does not live with her. She is married and employed.
For close to two decades Anoroc has been conducting research on hospice caregiving, specifically determining VALS (values, attitudes, lifestyles) and focusing on their wants/beliefs/healthcare buying habits and values. In Part Two we’ll share what we’ve learned about this 46 year old female.
Tags: Hospice, hospice and social media, hospice marketing, hospice social media, raleigh media agencies, raleigh social media, raleigh social media agencies, raleigh social media companies, social marketing, social media, social media and hospice organizations, women in social media
Posted in Anoroc, Customer Loyalty, Decision Cycle, Healthcare, Hospice, Marketing, Purchase Intent, Social Media Influence, Social Networking, Women | View Comments
