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A COMMUNICATIONS PLAN

MOSAIC MARKETING

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TABLE OF CONTENTS MOSAIC MARKETING .............................................................................................................................................................4 EXECUTIVE SUMMARY...........................................................................................................................................................5 SITUATION ANALYSIS Situation Analysis..............................................................................................................................................................7 The Brand.............................................................................................................................................................................8 The Product.........................................................................................................................................................................9 The Geography..................................................................................................................................................................10 The Consumer.....................................................................................................................................................................11 The Competition...............................................................................................................................................................12 SWOT....................................................................................................................................................................................13 MARKETING RECOMMENDATIONS Objectives...........................................................................................................................................................................15 The Brand Truth................................................................................................................................................................16 The Strategy.......................................................................................................................................................................17 Primary Research.............................................................................................................................................................18 ADVERTISING RECOMMENDATIONS Objectives..........................................................................................................................................................................21 Events..................................................................................................................................................................................22 Banner Ads........................................................................................................................................................................25 Direct Mail/ Giveaways.................................................................................................................................................26 MEDIA RECOMMENDATIONS Objectives..........................................................................................................................................................................28 Magazines..........................................................................................................................................................................29 PUBLIC RELATIONS RECOMMENDATIONS Objectives..........................................................................................................................................................................33 Social Media......................................................................................................................................................................34 MEDIA MIX................................................................................................................................................................................36 BUDGET......................................................................................................................................................................................37 FLOWCHART............................................................................................................................................................................38 MEASURING SUCCESS Evaluation...........................................................................................................................................................................41 Conclusion.........................................................................................................................................................................42 APPENDIX .................................................................................................................................................................................43 REFERENCES ..........................................................................................................................................................................44

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MOSAIC MARKETING Mosaic Marketing is a creative ad agency that was founded in September 2012. Coming from various backgrounds including brand management, creative design, account planning and more, the Mosaic team offers unique and innovative solutions for all of its clients. Mosaic Marketing consists of:

PAOLA FINOL

JORDAN GURRENTZ

MEGAN TRUMETER

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ASHLEY BROCATO

MELISSA LOPEZ


EXECUTIVE SUMMARY With so much clutter in the EHR market, it is difficult to stand out over competitors. Many of the top competitors in the market (as well as lesser-known competitors) are using similar characteristics in order to help their brand become more noticeable. Such characteristics include superior customer service, customizability, and security in order to sell their product. This makes it harder for brands to expand their markets, especially when competitors are consistently using the same selling points. In order for eCareSoft to have a strong expansion into the Texas and U.S. markets, they need a unique strategy that will help them stand out over the competition.

magazines, such as Texas Hospital Association, Texas Medical Association and Health Management Technology. We will also have banner ads on some of their websites. Utilizing this media helps us reach more than 86,000 readers, more than 85% of which are involved with the purchasing decisions for their organizations. These ads will briefly demonstrate the guardian-like brand qualities and encourage people to visit eCareSoft’s website to learn more about them.

We will also be advertising at events to help spread awareness for eCareSoft. The events will include HIMSS, Texas Medical Association seminars, and Texas Hospital eCareSoft’s selling points are so similar to that of the Association’s annual conference. Each of these events will competition that the focus needs to be stronger than just feature multiple representatives from eCareSoft teaching these universal functionalities. This is why we came up with attendees about the brand and demonstrating their basing our strategy around the idea of eCareSoft acting guardian-like qualities. These events attract our primary as a guardian for their clients. The qualities of a guardian target of key purchase decision-makers within hospitals. are reflected both in the brand, in the way they present themselves to their clients, and in their actual products. eCareSoft needs to create and maintain a strong presence Taking the idea of a strong guardian-type figure and via social media. We want clients to be able to come to selling that to potential clients not only encompasses all their sites and find relevant information and interact with of the selling points of eCareSoft, it creates a personality the brand. eCareSoft can communicate their branded that helps people connect with the brand and make them guardian personality by consistently being available when more likely to adopt it. needed, as well as build a better relationship with their clients. Social media is a low cost and simple way for the In order to convey the guardian-like characteristics company to make connections and really have a valuable that eCareSoft offers, we plan to advertise in healthcare network within the industry.

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SITUATION ANALYSIS 6


SITUATION ANALYSIS There are about thirty-one hospital beds per 100 thousand people in the United States. This means that there are more than 97 thousand hospital beds in the U.S. alone. If current population trends continue, the population will increase dramatically, which will also lead to an increase in hospital beds. With this projected increase, it is becoming more and more necessary to have an efficient, easy-to-use, and safe electronic health record (EHR) software in hospitals. eCareSoft is a small EHR software vendor working to gain a larger portion of the healthcare software industry in America.

use a cloud or web-based service, offer fast implementation periods, have great customer service, and the mobility of their services. All of these selling points are similar to those of eCareSoft, which leads to the importance of the way these benefits are communicated to clients. A notable difference between eCareSoft and its competitors is that our main focus will be offering the EHR system to small and medium sized hospitals (10-200 beds) that are mainly in rural parts of Texas.

According to Markets and Markets, the electronic health record (EHR) software market is expected to exceed eCareSoft’s target market lies within the relative scope of $6 billion by 2015. This is in conjuction with the future Texas rural hospitals containing between 10 and 200 beds. implementation of the government’s meaningful use Rural hospitals accounted for 12.8% of all hospitalizations policy. This will represent tremendous growth, as the EHR in 2007. The business relationships within these hospitals software market was only a $2 billion industry as recently are statistically known to be white males between the ages as 2009. This predicted trend opens up vast opportunities of 50 and 59 who have been in the industry for over nine for eCareSoft to grow in the EHR market. years. These experienced CEOs hold a great deal of power in their hospital’s decision making. In order to reach these Based on current trends, the competition, and the primary targets, eCareSoft must implement a strategy that current state of the EHR software market, eCareSoft does assures quality products and helps their brand stand out. have the potential to become a more dominant product in the U.S. The main challenge to overcome lies in the eCareSoft is competing against more than 350 selling points used by the brand. Although eCareSoft is companies that offer EMR/EHR systems, according to the unique and offers many great services with its product, IDC MarketScape. eCareSoft’s main competitors include, the competition is using a lot of the same selling points. Prognosis, CPSI, Healthland, and HMS. Among these The way eCareSoft frames their brand to potential clients companies, some of the main selling points are that they is what will ultimately sell the brand.

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THE BRAND eCareSoft is the market leader in cloud technology solutions for inpatient and ambulatory solutions. With over 22 years of international experience in advanced hospital information systems, founders Jorge Luis Camargo and Jorge Camargo-Boj, sought to create a company that offered affordable, long-term solutions with a more contemporary approach. With their global headquarters located in Austin, TX, eCareSoft delivers measurable results in Mexico, Argentina and Italy. As the number one healthcare software in Mexico, eCareSoft leads the way in EHR solutions with over 30% of the market share. Promoting incomparable customer service and innovation, eCareSoft continues to thrive as an efficient, secure, and customizable IT technology solution.

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THE PRODUCT eCareSoft is a cloud-based electronic health information system. All medical records are stored via online cloud computing technology as well as backed up by a secured server on site. eCareSoft offers two electronic records; Cirrus for inpatient systems and Nimbo for ambulatory systems. Both products offer convenient mobility within multiple platforms and advanced security of information. The systems are less costly and more efficient compared to older record systems. eCareSoft provides superior customer service by having the option of an employee staying on site to advise for the first year. A CLOSER LOOK AT THE PRODUCTS: eCS Cirrus (Inpatient)

eCS Nimbo (Ambulatory)

Cirrus offers a system where revenue cycle management, materials management, and financials for inpatient records are all interwoven to maximize efficiency. These functionalities are linked to both the clinical system, as well as the main electronic health record. This allows the user to share patient records across multiple departments and facilities to optimize the quality of service. eCareSoft offers continuous software updates to help the facility’s specific needs as well as bring the most up-to-date options.

Nimbo offers practice management, physician documentation, e-prescribing, and a complete referral system for ambulatory patients. The system also contains patient demographic information along with many efficient features. Cirrus and Nimbo can also be linked together to provide ultimate connection between administrator and physician offices. This enables providers to have complete access to patients’ records.

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THE GEOGRAPHY In 2009, eCareSoft’s global headquarters relocated to Austin, Texas. After experiencing extreme success and growth internationality, eCareSoft plans to expand their company in one of the fastest-growing states in the nation, Texas. Amongst Texas’ 254 counties, roughly 30% (177) are considered rural counties. The state’s rural landscape is home to over 3.6 million residents. With over 15% of Texans spread over vast rural areas, the dependency that these hospitals hold verifies that this is a prime location for eCareSoft to to expand and thrive. With our main focus on Acute health care, out of the 583 hospitals, 44% (243) of them have less than 50 hospital beds. Since eCareSoft’s main target market is rural hospitals with 200 beds or less, Texas meets all the requirements for successful growth.

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WEST

NORTH 211 Hospitals 26,910 Beds

79 Hospitals 8,005 Beds

SOUTH 96 Hospitals 16,790 Beds

EAST 192 Hospitals 29,908 Beds


THE CONSUMER Russell Martin is the C-level executive at a smaller scale hospital who is the key decision-makers for the hospital’s daily business activities. Although he understands technology and is continuously learning about new gadgets, he is not extremely technology savvy. Russell is in his 50’s and lives in the suburbs with his wife and three children. When he is not at work he is either with his family or enjoying one of his favorite hobbies, golf with his friends and colleagues from the medical industry.

PRIMARY RESEARCH

with other medical “ Golfing colleagues is common ” —Matthew Feurer M.D.

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THE COMPETITION PROGNOSIS: MAKE YOUR MARK Prognosis is the main competitor of eCarSoft. Prognosis is a Houston, Texas based EHR Company. According to PR News, in a 2011 article, they are already in 37 hospitals nationwide. Among those 37, 13 are in eCareSoft’s desired target market of Texas. Prognosis’ selling benefits include cloudbased service, a 120-day go-live guarantee, mobile app access, HIE use, and an integrated solution that focuses on the workflows and best practices of rural and community hospitals. CPSI: COME TOGETHER Another competitor is CPSI. They are working with over 650 rural communities and critical hospitals that have fewer than 100 beds. CPSI has been recognized for two consecutive years by the Black Book Rankings for top customer service. Business Wire announced in 2011 that they “lead in payments to rural and community hospitals for electronic health record adoption.” CPSI is also a cloud computing system. Software updates are free of cost and installation of the system comes with extensive on-site training before, during, and after the system is up and running. TCPSI stresses the abilities of “rules-based customization and access from iOS, Android, Windows, Mac and Linux-based devices. In fact, with the Version 18 release, the CPSI System is now iPad compatible and CPSI’s physician applications already incorporate rules-based customization, providing a user experience that meets the unique needs of each individual physician.”

*See appendix for additional competitors

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SWOT

{

PROBLEM STATEMENT Innovate a brand strategy that will help eCareSoft emerge and stand out in the healthcare software industry.

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STRENGTHS • High level security protection • Very strong customer service • Mobile apps (iPhone, Android) • Easy to update and customize • “Pay-as-you-go” model • Delivers in 3 languages

WEAKNESSES • Low brand recognition in the United States • Lack of brand personality • Low social media presence • Small budget • Small staff size in the U.S. (10)

OPPORTUNITIES • Branding • Personalization of customer service and needs. • Ease of integration with current system and low upfront cost • Government stimulus package incentives • Mobility

THREATS • Similar benefits offered by competing EHR companies • Highly competitive market and technology (over 300) • Hospital budgets • Hospital employee resistance of use • Clientel unlikely to switch EHR systems

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MARKETING RECOMMENDATIONS 14


OBJECTIVES

1 2 3 4 5

Generate brand awareness and recognition Establish a strong presence in the EHR software market Develop a unique brand personality

Communicate benefits to the target market Gain a larger presence within Texas hospitals before further expansion

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THE BRAND TRUTH FEATURES THAT EMBODY THE “GUARDIANSHIP” ROLE 1. CUSTOMER CARE provides on-site help and guidance 2. SECURITY ensures protection from outside threats 3. UPDATES offer convenient and reliable services 4. MOBILITY assures an accommodating user experience 5. LOW COSTS produce savings for hospitals’ finances

KEY INSIGHT: Every software company proclaims the same message: superior customer service and security. With everybody telling the same story, eCareSoft needs to sell a unique sense of security by re-framing customer service as customer care.

BRAND TRUTH: eCareSoft embodies a guardianship role by mitigating the stress of the business through its 5 key features, and therefore amplifying better care for their clients. The guardianship role is also reflected in eCareSoft’s clientele in the way hospitals act as guardians for their patients.

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3 5

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THE STRATEGY “GUARDIANSHIP” AS A STORY For years, insurance companies have made campaign after campaign with the big idea of alleviating worries and “being there” for their clients. Although this is a business-to-business deal, you are still working with people, people who want to be reassured that your service is best for them as individuals as well as their company. People want to feel special, not like a small part of a big picture. One example is State Farm Insurance and the idea of always being there “like a good neighbor”. They use the play on emotions to gain a sense of security in their campaigns. Based on Maslow’s Hierarchy of Needs and marketing research, emotional appeal is very important in driving behavior. In a recent article, marketing and advertising analyst Kevin Hartman states, “Emotions drive our decisions, trigger our actions, and direct our beliefs. The emotion a brand or a product or a campaign evokes in a consumer directly contributes to its market success, or failure.” WHY “GUARDIANSHIP” FITS WITH ECARESOFT The definition of a guardian is one that guards, watches over, and protects. Making eCareSoft more than a company that offers customer service is the focus for our “guardian” concept. Since customer service is a common business asset, it lacks a sense of emotional appeal and security, therefore our idea would position eCareSoft to stand out against other companies. eCareSoft can make a personal relationship to provide a sense of guardianship for their clients that is reflected in the 5 key features of the brand. We chose the slogan “Connect with a high assurance technology” to convey that eCareSoft does guarantee a safe product as well as a strong personal connection.

EMOTIONAL APPEALS WITH OTHER COMPANIES “Like a Good Neighbor, State Farm is There.” “We Take Care of You.” — State Farm “You’re In Good Hands With Allstate.” “We’ve Got Your Back.” — All State

CUSTOMER SERVICE IS NOT ENOUGH Your relationships with customers is as simple as its core- you must meet their needs on the things they value most. Exceptional customer service is good but not enough of a benefit to encourage a business partnership. The key is execution. It is essential that there be outstanding service to create loyal, satisfied customers. In a business where there are dozens of options, the same cliché customer service approach is not enough to make a unique connection and build relationships.

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PRIMARY RESEARCH We conducted three in-depth interviews with employees of various positions within the medical industry. Their valuable feedback provided the information that led us to establish our key insights to eCareSoft’s branding and marketing strategy. What are your sources of getting information about new medical technology? i.e. magazines, mail, personal pitches

“Online magazines, email listservs.” —Matt Feurer

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“I get most of my information out of routine emails from leadership publications that typically share news and studies related to medical technology. Trade shows and annual conferences will harbor lots of conversation about the latest and greatest” —Dan Watson

}

KEY INSIGHT:

Following the current trends and events, our interviewees led us to pick the best media outlets for eCareSoft to advertise their product.


What characteristics do you look for in an HIS?

“Flexibility, cost, ability to customize interfaces, technical support.” —Matt Feurer

“Having mobile access to update notes would be extremely efficient and helpful. We wouldn’t get paid as much overtime, but would be nice to leave work on time.” —Rachel Bryan

“Support. An HIS company should take interest in our ability identifying high risk patients, escalating safety event triggers, and implementing evidencebased protocols.” —Dan Watson

How important is customer service to you when dealing with HISs? Please explain your answer. “Being unable to have quick access to customer support when an issue arises can greatly limit the useability of the system and decrease productivity.” —Matt Feurer

“If we have a problem or issue we have to report to our boss and wait to hear back. It would be nice to have a place to go that you can get help/ feedback from others without waiting for such a long time.” —Rachel Bryan

“...but it must be the right type of service. Up-front service during implementation is a given– everyone provides (and expects) that.” —Dan Watson

} }

KEY INSIGHT:

The consistent need for support and care confirmed that eCareSoft’s clients are looking for a company that shows interest and concern about their daily activities. They want a product that is not only secure but also makes their lives easier.

KEY INSIGHT:

Their advice and criticism helped us see that, although customer service is highly important, it should not be the prime selling point because it is an overused common selling point amongst all of eCareSoft’s competitors.

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ADVERTISING RECOMMENDATIONS 20


OBJECTIVES

1 2 3 4

Increase brand interaction using a pull strategy Convey guardian-like qualities of brand

Build personal relationship with attendees

Network with potential clients

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EVENTS

HIMSS The Healthcare Information Management System Society (HIMSS) conference is the most important event for eCareSoft to participate in. It focuses specifically on information technology and management system enhancement for healthcare. Over 225 businesses and 570 corporate members are involved in HIMSS. eCareSoft needs to be present at this event to promote their advanced healthcare functionalities. Last year, HIMSS surpassed 37,000 attendees with more than 1,000 exhibiting companies and organizations, making it one of the largest technology events in the healthcare industry. To be considered amongst larger and more popular companies, eCareSoft must have a booth that stands out at the HIMSS

Event Name

Type

Cost

HIMSS

Annual conference and exhibition

Miniature Putting Green

Interactive putt-putt $150 at booths

Golf balls

Customized gifts

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Already paid for

$1,275

event. We recommend having something completely interactive where facility decision makers will want to learn about the product. eCareSoft’s brand personality of being a helpful guardian that makes life easier for users inspired us to have a fun and interactive booth. We recommend having a miniature putting green at the event. This shows that eCareSoft cares about their users’ lives and wants to offer them an easy product that will allow them to have time to go have fun. With a support person standing by the putting green, viewers can learn about the product’s features and the brand’s personality, all while having a fun and interactive experience. If the miniature putting green draws positive attention, it will be featured at other events that eCareSoft participates in.


EVENTS

TEXAS MEDICAL ASSOCIATION SEMINARS Along with advertising in Texas Medical Association’s magazine, we plan on participating in three of their seminars throughout Texas. Although the magazine’s main audience isn’t our exact target, 75% of seminar attendees are office managers/administrators and are more involved in the decision making for their organization. Through these seminars, eCareSoft can focus on demonstrating their guardian-like brand personality and teach people about the specific benefits of their product. This, in turn, will be an effective tool for reaching our target, spreading brand awareness and gaining clients. Event Name

Texas Medical Association

Type

Seminars in Houston, Lubbock, and Ft. Worth

Cost

$3,200

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EVENTS

TEXAS HOSPITAL ASSOCIATION ANNUAL CONFERENCE Drawing in hospital C-suite executives from across the state, THA’s premier leadership conference will be held February 13-14, 2013 in Austin, Texas. Providing hospital administrators and management teams with the knowledge, networking, and resources needed to lead their facilities in today’s dynamic healthcare environment. Over 450 hospital leaders attended the 2012 conference with more than 100 sponsors. With 40% of attendees being CEO/administrators, 60% of exhibitors made at least 5 contacts at the conference. THA’s annual conference will provide eCareSoft with an ample amount of opportunities to make new connections and build relationships with potential buyers.

Event Name

Texas Hospital Association Conference

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Type

Annual conference

Cost

$1,745


BANNER ADS

TEXAS HOSPITAL ASSOCIATION (THA) Website advertising on THA will put eCareSoft front and center alongside the most important THA updates. THA complements eCareSoft and our services, and with 7,000 unique visitors/month, potential buyers are more likely to click on our ads. The ads will attract not only hospital leadership teams, but C-suite executives as well. Ads are placed on the front page and multiple memberoriented pages throughout the site in varying sizes and page placements. With yearly contracts at a fixed-rate, eCareSoft will be able to reach our target audience in an attractive and affordable format.

Location

Type

Cost

Texas Hospital Association

1 170x200 pixels Banner ad

$3,000/yr

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DIRECT MAIL/ GIVEAWAYS

Another tactic that we will utilize is direct mail/ giveaways. Studies by MGT Open show that “48% of business executives see the golf course as an ideal business environment�. Because of this, we will be giving out customized golf balls at each of our events to help people remember the eCareSoft brand and build a more personal connection with it. We will also mail out customized water bottles and golf club head covers to prospective and existing clientele. This merchandise is for C-level executives who are not practicing physicians so as not to infringe on the Sunshine Act laws and requirements. This demonstrates our superb customer service and helps build brand awareness on a more personal level.

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Name

Type

Cost

Golf balls

Customized gift

$1,275

Golf ball covers

Customized gift

$1,000

Water bottles

Customized gift

$1,300


MEDIA RECOMMENDATIONS 27


OBJECTIVES

1 2 3 28

Support new branded personality

Generate traffic to website

Increase brand impressions


MAGAZINES

TEXAS HOSPITAL ASSOCIATION (THA) 10% of all U.S. hospitals located in Texas. Of these hospitals, 85% are THA members. As the leading go-to resource for hospital-related issues, THA will allow eCareSoft to make successful connections with Texas hospital decision-makers, ranging from team leaders to C-suite executives. With a total circulation of 7,280, Texas Hospitals’ readership includes thousands of hospital department heads to 600 chief executive officers. In fact, 1 in 3 readers claim THA as the preferred industry publication. With issues available in both print and digital format, 1 in 4 readers make a buying decision from a THA ad. As we continue to grow and expand our business, THA offers the perfect opportunity to highlight our product in an affordable and effective manner.

Magazine Name

Type

Cost

Texas Hospital Association

1/2 page ads for 6 issues, bimonthly

$4,944

1 in 4 “ readers make a

buying decision from a Texas Hospital ad

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MAGAZINES

TEXAS MEDICAL ASSOCIATION (TMA) Formed in 1853, the Texas Medical Association has been the nation’s largest state medical society. Although TMA largely appeals to physicians and medical students, it has several seminars each year that appeal more to our specific target market. For example, they have seminars devoted to the confidentiality of medical records, technology, Medicare coding and more. The idea behind advertising in TMA is that we want to remind attendees about our presence at these seminars and strengthen their connection with the eCareSoft brand. The magazine has a circulation of more than 37 thousand, and if these readers see ads for eCareSoft before and/or after attending any of these seminars, it will significantly increase brand awareness. This will lead to more people seeking information on the brand and potentially adopting the software.

Magazine Name

Type

Cost

Texas Medical Association

1/3 page ads for 3 issues, bimonthly

$2,730

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“ A circulation of more than 37 thousand


MAGAZINES

HEALTH MANAGEMENT TECHNOLOGY (HMT) Health Management Technology is a company devoted to spreading solutions, news, and product trends in the healthcare industry. They publish monthly magazines, weekly newsletters, and online articles that appeal to key healthcare professionals involved with decisionmaking in their facilities. HMT has more than 42 thousand subscribers, 90% of which who are involved in the purchasing process for their organizations. By advertising in HMT, eCareSoft will be reaching their main target market of chief officers and decision-makers in a market that isn’t just Texas-specific.

Magazine Name

Type

Health Management Technologgy

1/3 page ads for 2 months $4,434 (February and March)

90% “ are involved in

the purchasing process for their organizations

Cost

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PUBLIC RELATIONS RECOMMENDATIONS 32


OBJECTIVES

1 2 3

Increase social interaction among target audience

Increase traffic to eCareSoft’s website Monitor advocacy and awareness of eCareSoft’s brand growth

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SOCIAL MEDIA

Traditionally, business-to-business companies have not adopted the use of social media in their marketing strategies. However, in this day and age, it is now a vital tool in communicating information with new clientele as well as building deeper customer relationships. Because of increasing user rates, eCareSoft can use this concept with their selling tactics. Reaching out to hospitals and CEOs through social media is less time consuming and easier for everyone involved. We know our clients are using these interfaces, “58 percent of US internet users that earn at least $50,000 per year are on LinkedIn, while only seven percent of those that earn less than $30,000 annually are. 56 percent of internet users 50 years old or older are using Facebook”. You will see results from your social media efforts as shown by a study on business-to-business social media uses “Marketers expect to see benefits from using social media to generate demand, including increased reach and brand awareness (50%), driving inbound leads to increase revenue (35%) and measurable impact on demand or revenue (28%)”. Technology is now a part of our everyday lives and tapping into this insight of the continuously growing use of social media will be an advantage. According to Econsultancy, small companies with around ten employees needs to apply about six content marketing tactics. We are here to help you not only build a strong presence online but also to utilize it in the most effective ways that grab customers’ interest and spark conversation. eCareSoft needs to obtain a larger following on Facebook. The easiest way to do this is to post constant and relative

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information using as many forms of media content as possible. Help your viewers and consumers by giving them details about what is going on in the industry or special events in the Texas area. LinkedIn has started becoming very important in the business world and has proved to be a great way to make and keep connections. It is the top social media outlet to attain future leads, “Vice President and chief information officer at Children’s Hospital Central California Kirk Larson said he uses the networking site as a reference list for promising products”. We also recommend creating an Enewsletter, where you create a yearly report on what is happening within the company. Your consumers want to know what the company is doing, how it is changing, and how they can better use the product. The best part about social media is that they can all easily connect and support each other. Promoting your newsletter and blog on your LinkedIn is incredibly efficient and more people will access it that way. eCareSoft will ultimately increase their customer service by increasing their communication online.


BLOG/ NEWSLETTER RECOMMENDATION We recommend creating a conversational and informational blog for eCareSoft. Social media is meant to engage consumers and spark a conversation with those that want their opinion heard. eCareSoft will enhance their customer service by increasing their communication online. Studies show that technology has vastly helped business-to-business companies acquire customers through networks with “company blogs (60%),� being the second best social media tool. Your consumers want to know what the company is doing, how it is changing, and how they can better use the product. Maintaining consistent communication with our client reflects the guardian-like image of the brand. Social Media

Type

Social Media Analytics

Measurement

Cost

$900

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Medium

MEDIA MIX

Internet:         Events:                 Magazines:        

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Direct  Mail   Marketing:           Miscellaneous:     Total:  

Description  

Type  

Price per   issue    

Total  

Texas Hospital  Association   1  170x200  pixels  banner  ad   Fixed  rate              

$3,000/yr    

Texas Hospital  Association   Annual  conference   conference   Texas  Medical  Association   Seminars  in  Houston,   Lubbock,  and  Fort  Worth   Healthcare  Information   Annual  conference  and   Management  System   exhibition   Society   Miniature  putting  green   Interactive  putt-­‐putt  at   booths   Golf  balls   Customized  gifts          

N/A

$1,745

Varies by   city   N/A  

$3,200 Paid  

$150

$150

$106/dozen    

$1,275    

Texas Hospital  Association   1/2  page  ads  for  6  issues,   bimonthly   Texas  Medical  Association   1/3  page  ads  for  3  issues,   bimonthly   Health  Management   1/3  page  ad  for  2  months   Technology   (February  and  March)          

$824

$4,944

$784

$2,730

$2,217

$4,434

 

  $1,000   $1,300      

Golf club  covers   Water  bottles      

Customized gifts   Customized  gifts      

$20/cover $4.51/bottle      

Social media  analytics    

Measurement  

Monthly fee   $900     $24,678  


BUDGET

Budget $900    

$2,300  

$3,000  

Magazines Events   Misc.  

$6,370  

Direct Mail   $12,108    

*$322 is left over from the $25,000 budget

Internet

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FLOWCHART MONTH INTERNET Texas Hospital Association

EVENTS Texas Hospital Association Conference Texas Medical Association HIMSS Miniature Putting Green Golf Balls

MAGAZINES Texas Hospital Association Texas Medical Association Health Management Technology

DIRECT MAIL MARKETING Golf Club Covers Water Bottles

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January

February

March

April

May


June

July

August

September

October

November

December

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MEASURING SUCCESS 40


EVALUATION The events that we elected to go with will help eCareSoft reach more than 40,000 people, a large portion of which who are involved in making purchase decisions for their organizations. Placing banner ads on Texas Hospital Association’s website will generate an additional 84,000 impressions. Advertising in the selected magazines will add more than 86 thousand impressions because of their high circulations. Also, with 84% of Texas Hospital Association’s readers and 90% of Health Management Technology’s readers being involved with purchase decisions in their hospitals, eCareSoft will be reaching nearly 44,000 key decision-makers who are in our target market. The goals of the proposed social media recommendations are to increase brand awareness, capture current feedback, research target market, and monitor the competition. One great aspect of social media is that it is entirely measurable. Social media analytics is continuously growing. Now there are several tracking methods that can help measure results to meet these goals and improve eCareSoft’s market position. Google Analytics, Sales Force, and Radiant6 are low cost resources that can measure your social media impact. According to a 2010 social media marketing industry report, “The medium increases web traffic and opens opportunities to build new partnerships” specifically with reported risings in search engine rankings.

Blogging: • Regular and consistent blogging increases social interaction among the target audience • This can be measured by impressions through Google Analytical Facebook: • The creation and upkeep of facebook creates broader brand awareness and customer interaction. • This can be measured by Likes and involvement through Facebook Website: • Increase in traffic needs to be relevant to eCareSoft. • This can be measured by SEO, unique page visits, and page views through Google Analytics. Twitter: • The advocacy and awareness of eCareSoft’s brand will dramatically increase. • This can be measured by increase in followers, SEO through Twitter and Google Analytics.

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CONCLUSION By going with Mosaic Marketing’s strategy, eCareSoft can expect to gain a larger presence in the EHR market. Using the idea of guardianship as a base for the rest of the strategy helps communicate all of the qualities eCareSoft has to offer. This is done so in a way that helps the brand stand out because it offers a more relatable and reliable personality that the competition lacks.

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List of Direct Competitors: Prognosis • Located in Houston • Cloud-based service • Guaranteed 120-day go live-schedule • Designed to be fully operational in less than six months • Software and Hardware training • More than 15 years of information technology development, management and consulting experience • Regularly participates at national, regional and statewide conferences • Built-in American Recovery and Reinvestment Act (ARRA) milestone and quality measure tracking functionality CPSI • Cloud-based service • Customization and access from iOS, Android, Windows, Mac and Linux-based devices • Top ranked EHR for customer experience for the last two years (hospitals with fewer than 100 beds) • Revenues of $45.2 million in third quarter of 2012 • One of the top MU implementation, according to the Black books • Have 266-hospital clients account for 19% of the 1,381 hospitals that have become meaningful users with complete EMRs • Over 30 years devoted solely to over 650 rural, community and critical access hospitals around the country • Software upgrades are provided routinely - at no extra cost • Extensive on-site, hands-on training - before, during and after you go live • Nearly half of the 62 small hospitals that have received Medicare payments for meaningful use are running the CPSI system

APPENDIX

Healthland • Cloud-based service • Currently the HIT provider of choice for more than 70 rural hospitals in Texas • Serves more than 500 clients across the country • More than 30 years of experience in the rural healthcare market • Expert support available by phone or online, 365 days a year, 24 hours a day, for the duration of your hosting contract • Qualify for ARRA reimbursement incentives • Healthland Webinars HMS- Healthcare Management Systems • Cloud-based service • Access from anywhere you have Internet • Blog- “The Pulse” – Updates, tips and news on your EMR Social media presence (Twitter, Facebook, and Linkedin) • More than 25 years of IT service

Practice Fusion (Ambulatory) • Web-based service • 100% free – money made purely from advertising • ‘Live in Five®’ program allows you to be up and using the EHR in less than five minutes • No software to install, sales contracts to sign, consultants to pay or hardware to buy • Award winning support

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http://adage.com/article/adagestat/emotional-connection-brands/230468/

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http://marketingland.com/social-network-demographics-pew-study-shows-who-uses-facebook-twitter-pinterest-others-21594

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http://www.hospitalemrandehr.com/tag/cpsi/

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http://www.amia.org/about-amia/partnerships





http://imianews.files.wordpress.com/2012/02/dsc02312.jpg


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http://www.sas.com

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eCareSoft Planbook  

A communications book for eCareSoft