Sales & Marketing
Marketing automation generates leads
Email marketing is the first baby step towards marketing automation. 80% of marketers report that marketing automation has been somewhat or very effective in generating new leads. (eMarketer)
Marketing automation creates decision trees, which give leads different content (emails, e-books, articles, bloggs) based on their behavior (clicks or lack of clicks). Automation also “scores” leads to signal their readiness for a sales call.
“Automation” is an over-used term, and often mis-used. It’s a term created by marketers to make them sound more like engineers. For example, “automating” content creation merely means that we create one compelling e-book and then repackage it into blog posts, Facebook posts, online ads and drip emails. However, no computer program is going to create the content, and a human is always at the controls. “Marketing Automation” and “Sales Enablement” are terms that create barriers. Simply, these are digital marketing for “one to many” communications (Marketing) and “one to one” (Sales).
Many senior service companies have not hired skilled digital marketers to move from email marketing to marketing automation. (SHN)
Which digital channels to use?
For marketers, my question #1 is “Can we segment and target in this digital channel?” (it’s the #2 question on eConsultancy) Can I target the customer segment in Facebook? Yes. In Pinterest? No.
My question #2 is “Do we have the creativity and resources to outshine our competitors in this channel?”
Companies that excel in digital media tend to earn more media coverage and online recommendations. (McKinsey)
Technology in Aging
A hospital saves time with e-visits
Hospitals are learning a lesson from competitors like “CVS Minute Clinic” — that a fast and reliable answer is more important than seeing a doctor in-person. For a cough or urinary problems, an E-visit takes 5 minutes, versus a 15-minute office visit. E-visits with specialists are deeply helpful to primary care doctors. Read the case study at HBR.
Digital Nurse taps caregivers on shoulder
DINA is an app, short for Digital Nursing System. A large US home-care company, Bayada, is using DINA to proactively alert caregivers about potential problems and offer solutions. Compared to the best practices dictated to paid caregivers, the app identifies 15x more instances when someone has a potential problem and needed a medical intervention. (blog)
Public healthcare services
Kaiser brings “Community Health” non-profits into fold
Hospitals are partnering with local social service agencies to improve health. Roughly 80% of a person’s health is due to social factors (sweeping generalization). In SoCal, 1% of Kaiser’s patients consume 25% of medical costs. Kaiser has partnered with local nonprofits to help these 1% solve social problems such as hunger, housing and behavioral issues. The holy grail is to prove a business model for lower costs. (HBR)