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ADVERTISING ON THE WEB:
ENGAGINGHEALTHCARECONSUMERSONLINE
2
Scott SamplesManager, Marketing Communications
Martin Health System
J.K. LloydPresident & Co-Founder
Eruptr
Stephen MoeglingPartner, Account StrategyFranklin Street
WHY ARE WE HERE?(our own mission statements)
WHY ARE YOU HERE?
WHAT WE’’’’LL COVERDIAGNOSIS: State of online I The Web
healthcare ecosystem I Hospital website
evolution I PRESCRIPTION: Search
marketing I Online advertising I Landing
pages Inbound/Content marketing I
Automation I Crystal ball predictions I Q&A
6
THE STATE OF HEALTHCARE
7
THE STATE OF ONLINE IN HEALTHCARE
1 in 3 American
adults have gone
online to figure
out a medical condition.
Pew Internet
9
72 percent of
Internet users say
they looked for
online health
information within the past year.
Pew Internet
84 percent of patients
use both online and offline for research77 percent of patients use search engines
76 percent of patients use hospital sites
Google Think
THE MOST COMMONLY-RESEARCHED TOPICS:
- Specific diseases or conditions
- Treatments or procedures
- Doctors or other health professionalsPew Internet
1 in 8 patients have
watched an online video on healthcare
Google Think
Of patients who found
hospitals on their mobile
device, 44 percent scheduled an appointment
Google Think
2013 was the year
people spent more
time on tablets and
smartphones than watching television
Advertising Age
The share of media time
of adults for the Internet
is 26.2 percent, but the
share of media spend for
hospitals on the Internet is only 9.3 percent.
Knowledge Networks
INTRODUCING THE HEALTH CARE WEB ECOSYSTEM
website
SEO
search
youtube
aggregator
static banner
takeovers
mobile
webcasts
emailfacebook
blogs
opt in
the healthcare web ecosystem (partial)
apps
chats
pintrest
flash/dynamic
pre-roll
landingpage
18
STEPS TO DEVELOPING
YOUR DIGITAL
STRATEGY:
- Profile audience: where does she spend her time (online)
- Determine intent: where is she in the buying cycle?
- Decide resources: leveraging paid + “sweat equity”digital channels
- Cross-pollinate with traditional advertising- Develop conversion tools: opt-ins, sign-ups,
appointments, screenings- Track and re-apply: refine and do more of what works
THE AVERAGE BRAND SPENDS 25% OF ITS MEDIA BUY ON ONLINE.The average hospital spends less than 9%.Begin shifting traditional dollars to digital by focusing on the low-hanging fruit — newspaper advertising. (And Yellow Pages, if you’re still doing that.)
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HIRING TALENT: WHAT TO LOOK FOR (AND WHAT TO AVOID)
21
DIGITAL TALENT
SELECTION:- Generalist: manages multiple online channels, including
website, social media. Hire for cultural fit and marketing insights, adequate digital skills (CMS, social channel plug-in apps)
- Specialist: highly specialized, technical background. Watch
out for “silo thinking.” Traditionally, specialists are focused on website properties with opportunity to scale.
- Content Marketing/Inbound Marketing: writing strengths
along with ability to “repurpose” existing content. Focuses on building SEO, cross-pollinating across multiple digital channels.
- Marketing Automation Specialist: skill set in using Act-On, HubSpot or other automation software platforms, along with SalesForce (or other) CRM platforms. Emerging trend.
- ““““The Intern””””: you get what you paid for. :-)
22
DIGITAL HAS A STARRING
ROLE AT EVERY LEVEL OF
THE SALES FUNNEL – FROM
AWARENESS TO PURCHASE
TO ENDORSEMENT.
(Your goal is to identify the digital
strategies that nurture every level of the funnel.)
23
AWARENESSINTERESTPURCHASEENDORSEMENT
One of the unique traits of
digital is that tactics can be
used in different stages of the
buying/advocacy cycle, often
simultaneously.
When selecting digital
strategies, identify how you
will connect with
prospects/patients at what
stage of the cycle via digital
tactics. (And remember to
connect back to the “sun” of the ecosystem, your website.)
24
Search is the fastest growing and largest component of the media matrix.
25
Search continues to be the biggest anticipated budget spending through 2016
Source: Forrester Research Interactive Marketing Forecasts, 2011 to 2016 (US)
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Process for developing successful search campaigns
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BEST PRACTICES FOR SEARCH CAMPAIGNS
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BEST PRACTICES FOR DISPLAY CAMPAIGNS
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MOST HOSPITAL WEBSITES ARE
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THE MODERN HEALTHCARE
WEBSITE’’’’S CORE PURPOSE IS TO CONVERT PROSPECTSINTO PATIENTS.
31
HOSPITAL SITES DRIVE VOLUME
VIA DIRECT CONVERSIONS(INSTANT PATIENT ACQUISITION)
AND DOWNSTREAM CONVERSIONS (LONGER TERM PATIENT LEAD GENERATION)
32
LANDING PAGE
STRATEGIES
- Landing pages are integral to any campaign (traditional or digital) to convert prospects into patients.
- Landing pages also help to increase Google Quality Scores, which helps brands to get better search buys.
- Effective landing pages provide calls-to-action to drive direct and downstream revenue through conversion.
Direct conversion provides an immediate “sale” to the health system. Downstream conversion increases the prospect pipeline for a future conversion.
33
PRODUCT
PROMOTION
Product or service
description is written
to be patient benefit
focused. Provide
overview in concise
format and give
prospects
opportunities for a
“deeper dive” if interested. (But keeps
prospects on the page.)
34
ONLINE
REGISTRATIONS
Online registrations
give prospects
meaningful
opportunities to learn
more, engage with
your brand, make
informed decisions
and allow your
hospital to keep in
touch.
Form registrations
are tracked from the
campaign to show
results (attendance, revenue)
35
DYNAMIC PHONE
NUMBERS
When a user engages
with an ad, the phone
number on the page
instantly changes.
However, the calls
are routed to the
original phone
number.
This allows for unique
identification of
callers.
Calls are recorded to
track quality and conversions.
36
ONLINE CHAT
Online chat
functionality offers
hospitals the chance
to engage in real time
with prospects during
key phase of the buying cycle.
37
ONLINE
REGISTRATIONS
Online registrations
offer hospitals the
opportunity to convert
prospects into
patients in real time.
This technique can be
done via widget tools
that plug directly into
the hospital’s scheduling feature or
via callback service
after patient completes forms.
RESPONSIVE WEB DESIGN: IF GOOGLE LOVES RESPONSIVE SITES, YOU SHOULD, TOO
MEMORIAL.ORG
39
BENEFITS OF
RESPONSIVE DESIGN IN
CONVERTING
PROSPECTS INTO
PATIENTS
- Campaigns should drive prospects to take action: responsive screens give audiences the simplest means to
take an action.
- Responsive design offers improved SEO: Google
prefers responsive sites and helps improve page ranking
- As much as 50 percent of your audience are accessing your site from small screens: optimizing your site for
phones allows audiences who are ready to take action to
take action.
40
CONTENT/INBOUND
MARKETING BEST
PRACTICES
- Write first for the Web, then for other channels: Publish
content weekly. (No exceptions.)
- Write from the perspective of the perspective patient. What words/phrases would she use to find your service?
- Offer a compelling Call-to-Action (CTA) on every page of your website. The goal of your site is to inform,
engage and convert. Give audiences reasons and
opportunities to use your brand.
- Grow your email database. Conversion is a numbers
game. The more email addresses you collect (and
purchase), the higher your conversion formula.
(original content)
Community
Magazine
Article
Pintrest
(photo gallery)
Website
Blog
(links to
related content)
Newsletter
(link to event)
Expanded
content on
website
(Q&A with Doctor)
Twitter feed
(with links)
Post
(Q&A)
cross-pollinating your content on the web
42
MARKETING
AUTOMATION
Automation software
accelerates the
conversion potential
of traditional Calls-to-
Action (CTAs) on
websites.
Prospects are given
tracking codes to
monitor their activity
on the website over
time. Once a prospect
opts-in (via CTA) the
prospect is identified
– and the hospital can
build the relationship
increase conversion potential.
43
LEAD SCORES
Prospects are
assigned lead scores
— their relative
likelihood of being a
qualified patient.
These lead scores
are based on the
activity the prospect
demonstrates on the
website. Opting in for
a cardiac newsletter
may be worth 10
points, watching a
pre-recorded webcast
is worth 15 points,
etc. The higher the
lead score, the higher the prospect ranks.
44
AUTOMATION
PROGRAMSEmail campaigns are pre-planned in advance and can be customized based on what the prospect does (or doesn’t do).
45
RESPONSE RATES
Automation software
gives marketers more
analytics to evaluate
email campaigns,
including better A/B testing opportunities.
46
LEAD GENERATION
Automation software
provides marketers
enhanced tracking for
new leaders
generated along with
new opportunities –
previously undefined
prospects that opt-in
based on the CTAs
provided from the website.
47
MEASURING ROI Automation software integrates with database repositories like
SalesForce and can tracked via patient discharge data.
Marketers can evaluate their digital campaigns to identify which automation program produces the most financial return.
48
SHIFTING DOLLARS TO
DIGITAL- Conduct a media audit: your ad spending, your competition,
how your audience uses media.- Determine strategic goals: by service line, market area,
demographic. - Conduct a Discovery Session with internal stakeholders:
educate audiences on trends in marketing (with emphasis on digital). Prime them that smart, strategic changes are coming.
- Learn what your audience wants. Great marketing is about empathy for the customer. Identify what they want and how your system can deliver. (This transcends digital marketing into operations.)
49
- Return to stakeholders with the plan. Position
approach as being good stewards of the system’s resources. Ask your CEO and board members not to give in to pressure from the newspaper publisher or other
“squeaky wheels.”- Determine how to transfer impressions into actions.
Define what actions you want the audience to take and how you will measure this activity.
- Launch a pilot campaign: one service line with controls in place to measure. Return to stakeholders with results.
SHIFTING DOLLARS TO DIGITAL (continued)
50
Q&AScott SamplesManager, Marketing Communications
Martin Health System
(772) 223-4920
Scott.Samples@martinhealth.org
J.K. LloydPresident & Co-Founder
Eruptr
(888) 378-7871 x102
jk@eruptr.com
Stephen MoeglingPartner, Account Strategy
Franklin Street
(800) 644-8555
smoegling@franklinstreet.com
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