Transcript EXPANDING THE TARGET: Increasing your Reach and
EXPANDING THE TARGET:
Increasing Your Reach And Penetration To Harness The NP And PA Opportunity TOM ULLIAN, CO-FOUNDER
Expand your target and reach
• •
Are your marketing efforts adapting to changing market conditions?
•
Is your target audience changing? Are you finding the most influential healthcare providers and targeting them?
978.684.2065 / [email protected] / www.RNsights.com / 2
What are the biggest factors impacting healthcare in 2014?
Aging Population
The millions of Americans age 65+ is set to more than double
Health Insurance Access Dramatic increase in the number of insured Americans in a very short timeframe
That's in two years!
2016 2010 40.2M
2050
More than DOUBLE
88.5M
32 Million 978.684.2065 / [email protected] / www.RNsights.com / 3
And the biggest? COST Over 1/2
of Americans have one or more
chronic illnesses
, like diabetes, heart failure, cancer, or chronic lung disease costing over
$1 trillion per year
to manage.
5 000 4 500 4 000 3 500 3 000 2 500 2 000 1 500 1 000 500 0 1970 2010 2020 Total US Healthcare Spending (in Billion USD)
978.684.2065 / [email protected] / www.RNsights.com / 4
Current projections tell us that
by 2020
there will be an estimated shortage of
45,000
primary care physicians.
It is estimated that
NP/PA directed care
costs up to
1/3 less
with similar patient satisfaction outcomes as physician-directed care The
cost
employing of MDs vs NPs and PAs is
driving the demand
for
NPs and PAs
5
NP & PA Ranks Expanding to Fill the Need NP & PA numbers have TRIPLED in the past
20
years
978.684.2065 / [email protected] / www.RNsights.com / 6
What role do NPs and PAs play in healthcare delivery today?
NPs and PAs specialize like MDs, work autonomously and as part of a primary-care health team: Manage overall patient care Write prescriptions and recommend OTC remedies Order diagnostic tests Educate patients and manage chronic conditions 978.684.2065 / [email protected] / www.RNsights.com / 7
How can you tap into the NP and PA market?
RNsights offers targeted social media networks of NPs and PAs
• • • • NPs and PAs log into RNsights to discuss clinical issues and read information from medical experts or peers.
Precision targeting
by sub-specialty, geography and more
Multiple venues
to put client content in front of NPs and PAs without requiring them to click through to another website.
Repeat impressions
deliver a message through multiple different interactive experiences that are much more effective than an ad.
RNsights delivers the most receptive audience of NPs and PAs 978.684.2065 / [email protected] / www.RNsights.com / 8
What do we deliver?
•
Targeting by specialty
•
Influence and mind share with NPs and PAs via RNsights
’
online communities Proven Results Generating
Targeted Leads Social Media Marketing That Creates Trust in a Brand Actionable Market Research from Online Decision Makers
9
Reach Thousands
Members/Database 36,253 Members/Database 74,210
Physician Assistants
States Represented Average Time On Site (minutes) 50 5:15
Nurse Practitioners
States Represented 50 Average Time On Site (minutes) 5:37
• • • Members log on to RNsights often and stay over 5 min each visit - double other websites ’ average Members opt in excited to learn about products serving their profession One of the largest databases of NPs and PAs in the US
978.684.2065 / [email protected] / www.RNsights.com / 10
Why NPs and PAs Love RNsights:
• • •
Social and Professional Network Just for NPs and PAs
Connect with peers & experts nationwide • Share insights & evidence based solutions Mobile enabled for easy access • Interesting webinars & continuing education Learn about new products serving the profession “ LOVE, LOVE, LOVE this website ” “ a helpful community to bounce ideas off of and learn from others ”
11
How can I market to NPs and PAs using RNsights?
Live and Recorded Webinars
Interact with our members. RNsights will host your webinar or create one for you.
Email Campaign
Experience double the average response rates.
Sponsorships
Promote products or sponsor Continuing Education with prime visibility on RNsights.
Company or Product Webpage on RNsights
Capture leads and drive traffic to your site.
Newsletter
Build trust in your brand with a news story and link about your product or company in our newsletters.
Sample Distribution
Reach NPs and PAs eager to try new products.
NP and PA Recruitment
RNsights can recruit attendees and thought leaders for dinner presentations and other events.
Forum Posts
Become part of the conversation. Inform about products and promotions.
978.684.2065 / [email protected] / www.RNsights.com / 12
Promote, Educate and Inform
• Inform users about treatment options, research, training and educational updates • Provide and receive point-of-care information • Announce FDA findings or a new indication • Announce the availability of free samples • Announce a new medical device, promotion, program or service • Spread company news and press releases • Build awareness and trust in your brand • Provide clinical trial updates • Recruit for clinical trials • Provide disease state information • Offer support services to help nurse practitioners, physician assistants, and nurses with challenges
978.684.2065 / [email protected] / www.RNsights.com / 13
Social Media Marketing Studies
Why use targeted social media?
• 78-90% trust social media recommendations versus only 15% for traditional ads • NPs and PAs are tuning into digital communication and using it as integral part of their job. • 90% of NPs and PAs visit medical device or pharma sites and 83% recommend them to others.
How can you use it?
• Position yourself as an expert authority in your market for a competitive edge • Interact and engage with two way communication • Quick and repeated brand exposure increases likelihood of converting leads
978.684.2065 / [email protected] / www.RNsights.com / 14
Live and Recorded Webinars
978.684.2065 / [email protected] / www.RNsights.com / 15
Page Sponsorship
978.684.2065 / [email protected] / www.RNsights.com / 16
Product Webpage on RNsights
978.684.2065 / [email protected] / www.RNsights.com / 17
Forum Posts
978.684.2065 / [email protected] / www.RNsights.com / 18
Actionable Market Research
Reveal product, market and competitive insights
• Determine brand sentiment and NP/PA satisfaction regarding your products • Idea evaluation and concept testing • Develop messaging or positioning strategies • • Review of protocols and procedures Perform a safety analysis • Obtain disease state information • Understand NP and PA preferred methods of receiving communications
Gain critical advantages
• Reduce costs (recruiting, travel and hosting expenses eliminated) • Faster than traditional research by weeks or months • Precision targeting by specialty, subspecialty and more • Learn about your competition and market trends
978.684.2065 / [email protected] / www.RNsights.com / 19
Actionable Market Research
Surveys
• Quantitative and qualitative survey options
Virtual Focus Groups
• • Significant cost savings and ability to quickly convene Choose if you’d like participants blind to the products/sponsor or visible.
• The first type of on-line focus group is a real time moderated discussion. • The second type of on-line focus group is a post-type discussion.
Face-to-face or Online Interviews Advisory Panels Community Building
• We can create an online community of professionals exclusively for your marketing and market research use. • We can recruit members of specific sub-specialties to join. Clients can then utilize our market research services to provide on-demand market research.
978.684.2065 / [email protected] / www.RNsights.com / 20
Focus Group / Advisory Panel
978.684.2065 / [email protected] / www.RNsights.com / 21
Webinar & CE Speakers Sample
Barbara Furry, RN-BC, MS, CCRN
Barbara is a nationally known speaker with over 30 years of experience. She holds a Masters of Science degree in Health, and is American Heart Association immediate Past-Chair, Emergency Cardiovascular Care and Board member with a variety of volunteer AHA leadership roles. She is an ACLS, ACLS-EP and PALS Regional Faculty and instructor.
Mary Ann "Cammy" House-Fancher, MSN, ACNP, CCRN-CSC-CMC, PCCN
Cammy is a nationally known speaker with over 35 years of experience. She has an active practice as an Acute Care Nurse Practitioner at the University of Florida. Cammy brings clinical practice skill to the lectures and provides invaluable tips for patient care. As well as lecturing across the country, Cammy is a reviewer for several refereed journals and has numerous publications.
Jeff Solheim
Jeff brings a wealth of healthcare experience to the RNsights team. He was honored by the Emergency Nursing Association with the "Nursing Education Award" and was inducted as a fellow in the Academy of Emergency Nursing. Jeff is also an internationally recognized motivational speaker and consultant. In addition, Jeff is the founder and director of Project Helping Hands - a third world humanitarian effort which regularly takes medical teams into various third world countries.
978.684.2065 / [email protected] / www.RNsights.com / 22
The Benefits of Using RNsights
Cost-efficient and proven effective way of educating NPs and PAs about your products.
• RNsights reduces costs and saves time because with an online community, there is no travel.
Fast results and precision targeting capabilities On line engagement runs longer than face to face meetings and is much more interactive than static ads.
Response rates double those of traditional advertising.
• Increase market share, sales and profitability
Online social media communication is the present and future of marketing
• 78-90% who trust social media recommendations • User growth for niche social networks is exploding (up 48% this year).
Many members were referred to the site and cannot be reached any other way.
“
We found the RNsights team to be responsive and innovative in their approach… I would not hesitate to recommend them to anyone.
”
Larada Sciences
23
About Us
RNsights hosts
targeted online communities where marketers and researchers engage with nurse practitioners, physician assistants and nurses with purchasing and prescribing power.
RNsights delivers
fast and effective lead generation, marketing, market research and continuing education. We connect you to an opt-in audience of healthcare professionals through our online communities organized by specialty which include primary care, critical care, the largest online group of school nurses, and more.
RNsights
can help you access this critical market. Contact us for a tour of one of our online communities or a free survey.
978.684.2065 / [email protected] / www.RNsights.com / 24
Contact Us
Contact us to discuss how we can help your marketing expand to these critical segments.
Jay Levenson [email protected]
978.684.2065
Thomas J. Ullian [email protected]
866.843.8778
978.684.2065 / [email protected] / www.RNsights.com / 25