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?
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What are the biggest factors impacting
healthcare in 2014?
Aging Population
Health Insurance Access
The millions of Americans age 65+ is set
to more than double
Dramatic increase in the number of
insured Americans in a very short
timeframe
2016
2010
2050
That's in
two years!
40.2M
More than
DOUBLE
88.5M
32 Million
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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
1970
2010
2020
3,000
2,500
2,000
1,500
1,000
500
0
Total US Healthcare Spending (in
Billion USD)
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It is estimated that
NP/PA directed care
Current projections tell us
that
by 2020
there will be an
estimated shortage of
45,000
primary care physicians.
costs up to
1/3 less
with
similar patient
satisfaction outcomes as
physician-directed care
The cost of
employing
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
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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
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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
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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
Physician Assistants
Members/Database
States Represented
Average Time On Site
(minutes)
36,253
50
5:15
Nurse Practitioners
Members/Database
States Represented
Average Time On Site
(minutes)
74,210
50
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
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Why NPs and PAs Love RNsights:
Social and Professional Network Just for NPs and PAs
• Interesting webinars & continuing
• Connect with peers & experts nationwide
education
• Share insights & evidence based solutions
• Learn about new products serving the
• Mobile enabled for easy access
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.
Sponsorships
Promote products or sponsor Continuing Education
with prime visibility on RNsights.
Email Campaign
Experience double the average response rates.
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.
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Promote, Educate and Inform
• Inform users about treatment options,
research, training and educational updates
• Provide and receive point-of-care
information
• Build awareness and trust in your brand
• Provide clinical trial updates
• Recruit for clinical trials
• Announce FDA findings or a new indication
• Provide disease state information
• Announce the availability of free samples
• Announce a new medical device,
promotion, program or service
• Offer support services to help nurse
practitioners, physician assistants, and
nurses with challenges
• Spread company news and press releases
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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
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Live and Recorded Webinars
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Page Sponsorship
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Product Webpage on RNsights
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Forum Posts
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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
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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 realtime 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.
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Focus Group / Advisory Panel
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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.
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The Benefits of Using RNsights
Cost-efficient and proven effective way of
educating NPs and PAs about your products.
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).
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.
Many members were referred to the site and
cannot be reached any other way.
Response rates double those of traditional
advertising.
•
Increase market share, sales and profitability
“ We found the RNsights team to be responsive and innovative in their approach…
I would not hesitate to recommend them to anyone. ” Larada Sciences
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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.
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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
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