Mobile Search for Medical Marketers [Webcast]

Thomas Harpointner CEO & Founder, AIS Media Inc.

Your presenter

PART 1 of 2

ATTRACT & CONVERT NEW PATIENTS | #AISMediaEdu

Interactive Webinar Agenda

Online Survey

Q & A Session

Tweeting LIVE #AISMediaEdu

Special Offer

Presentation

Atlanta Dallas

Amplified. Digital Marketing Performance

ATTRACT

ENGAGE

CONVERT

SOCIAL

CRM & MA

ANALYTICS

SEARCH EMAIL

DESIGN

STRATEGY

CONTENT


AWARD-WINNING USER EXPERIENCE DESIGN


WHERE YOU’VE SEEN US


FEATURED CLIENTS & ATTENDEES

The Big Shift in Medical Marketing

1990 Prodigy,

CompuServe

1991 America Online

1992 SMS Messaging

1994 First Online

Display Ad

1995 Yahoo Search

Engine

1996 Email

Marketing

1997 AIS Media

Launched, Mobile

Payments, SEO

1998 SEM & Google

2000 PPC, AdWords,

Google Mobile

Advertising

2003 LinkedIn,

WordPress,

MySpace

2004 Mobile First, Yelp,

Responsive Web Design,

Facebook

2005 Google Analytics,

SEO, YouTube

2006 Twitter, Marketing

Automation

2007 iPhone, App Store,

Geotargeting, Tumblr

2008 Facebook Ads

2010 iPad, Instagram,

Internet Surpasses

Newspaper

2009 Bing

2011 Google+,

Pinterest,

Snapchat

2014 Mobile Surpasses

Desktop Users,

Omni Channel

2015 Wearables

2016+ Internet of Things,

Mobile Overtakes

Email & Social, Online

Ad Spend Equivalent

to TV Spend

2012 Infographics,

Visual Content

Marketing

2013 iBeacon,

Micro-location

2020 2010 2000 1990


Copyright 2015.

All rights reserved.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All Medium/Large(=>$500M)

Small (<$500M) Pharma Devices Biotech

Increase

Same

Decrease

Change in Marketing Budgets for US Healthcare Companies in 2014 (by type)


Source: GoogleInsights

62%

38%

42%

48%

42%

32%

38%

62%

58%

52%

58%

68%

Social

Organic Search

Paid Search

Email

Display

Direct

Industry: Healthcare

Awareness Consideration Conversion Intent



Channel Roles in the Patient Journey (Assist vs. Conversion)


How Channels Impact the Patient Journey


Copyright 2015. All rights reserved.

Videos Articles Webinar Use Case Specs PR

EMAIL

SOCIAL

SEO

WEB

PRESENCE

MARKETING

AUTOMATION

LEADS / SALES

DESIGN

CONVERSION

Papers

CRM

1 2

3

5 DISPLAY

CONTENT

DIG

ITA

L M

AR

KE

TIN

G

CH

AN

NE

LS

PPC

TECHNOLOGY

4

Integrated Digital Marketing Model

ANALYTICS &

OPTIMIZATION

The New Patient Journey

TRANSFORMATION 2015 | #AISMediaEdu

Poll Results Webinar: Mobile Search for Medical Marketers

Question #1 Has your search marketing plan been optimized for your mobile users?

0% 10% 20% 30% 40% 50% 60% 70%

Not sure

No

Yes


of patients used search prior to booking an appointment. 77%

Source: BM Consultants


of those looking for health information start with search engines. 88%

Source:GoogleCompete


Patients begin to notice that

something doesn’t feel quite right

in their body so they Google

their symptoms and attempt to

self-diagnose.

Mobile Has Surpassed Desktop

54.9

61.6

69.2

77.1

85.9 85.6

19.7

30.7

46

63.7

85.9

113.4

0

20

40

60

80

100

120

2011 2012 2013 2014 2015 2016

Bill

ion

s

U.S. Local Search Market: Mobile vs. Desktop

Desktop Mobile

Source: BIA/Kelsey


Source: Wordstream

89.82% of people click links on the first page of search results.

Key search behavior facts we know…


Source: Wordstream

89.82% of people click links on the first page of search results.

45.5% of people couldn't distinguish paid from unpaid ads on search engine results pages.

Key search behavior facts we know…

Paid

Organic


Source: Wordstream


Patients check Google Maps for proximity searches.


Google Maps is the new search interface.


of all visits to hospital websites come from search engines and most patients visit 2+ hospitals during their research. 43%

Search continues during treatment.

Source:GoogleCompete


of all patients who use the Internet to self-diagnose end up making an appointment. 50%

Source: eVisit.com

Mobile Search Optimization



Question #2 How far along are you in terms of developing a mobile-first strategy for

your digital marketing?

0% 20% 40% 60% 80%

Haven't started

Just started

Well along

of all mobile searches have local intent. 50%


Source: Google/Nielsen

of mobile searches are driven by speed and convenience. 81%


Mobile users have half the bandwidth and are twice as impatient.



Paul Matsen, Chief Marketing Officer

“Today, more than 63% of the traffic to our website

comes from mobile devices, and adapting rapidly

to mobile has been critical to our success.”

Website Performance Analysis



Question #3 Have you verified that your site passes Google’s mobile-friendly test?

0% 10% 20% 30% 40% 50% 60% 70% 80%

Not sure

No

Yes

Effective April 21, 2015, sites that don’t provide

users with a mobile-friendly site are penalized with

lower organic rankings in mobile search results.


1. Google Mobile-Friendly Test




Question #4 Has your site speed been optimized for your mobile user?

0% 10% 20% 30% 40% 50% 60%

Not sure

No

Yes

Page

Views Customer

Satisfaction Conversion

Rates

A 1-second increase in website load time results in…


2. Site Speed

+11% +16% +7%


SEO Signals

Bad Signals Lead To Bad SEO

• Broken links • 404 errors • 301 (redirects) • Poor site map • Missing images tags

3. Technical SEO Errors

How well is your

site configured to

attract & convert?

Get your site analyzed. Free.


What gets analyzed : 1. Google Mobile-Friendly Design

2. Site Speed

3. Technical SEO

70+ Sites Analyzed in 60

Days

Website Performance Analysis Results


Site Speed Mobile-Friendly Technical SEO

Website Performance Analysis Results


81/100 AVERAGE SCORE

53% PASSED GOOGLE’S TEST

2,076 AVERAGE NUMBER OF ERRORS

Recommendations Grade

Leverage browser caching

Serve static content from a cookieless domain

Specify a Vary: Accept-Encoding header

Minimize redirects

Remove query strings from static resources

Avoid bad requests

Minimize request size

Specify a cache validator

50 0-64 65-84 85+

Urgent

Fix

Needs

Improvement

No Change

Needed

70

100

100

Overall Grade Requests Load Time Page Size

91/100 70 9.81s 1.0MB 98

Performance

Example: Site Speed Performance Test

Results

100

100

100


Example: Technical SEO Analysis

Details Below are the specific critical errors found on the website, which may adversely affect organic search rankings.

Violation Title Level Category Count

The description is missing. Warning SEO 471

The title is too long Warning SEO 7

The <h1> tag is missing Warning SEO 466

The <img> tag does not have an ALT attribute defined Warning SEO 464

The page contains broken hyperlinks Error SEO 44

The URL for the hyperlink is broken Error SEO 32

The page contains multiple canonical formats Error SEO 20

The page contains multiple <h1> tags Warning Standards 7

The description is too short Warning SEO 1

Total Errors 1512


Mobile “Configuration” Errors Cause

68% Smartphone Traffic Loss

Source: Brightedge


Client Successes


Client Case Study: Medical Practice

c

Total Ranked Keywords

350% in three months


Client Case Study: Urgent Care Clinic

Trended Stack Rank Report

in five months 900%


Client Case Study: Urgent Care Clinic (Cont.)

Organic Traffic Performance

833%

In 5 months

Page 1 Rank 700% Page 2 Rank

140% Page 3 Rank

202% Page 4-10 Rank

TAKEAWAYS TO

ATTRACT & CONVERT

NEW PATIENTS KEY 2015 1. Majority of Internet traffic now originates on mobile devices. Make mobile

optimization a priority to provide a better patient experience.

2. “Mobile-friendly” design impacts Google search rankings. Make your website mobile responsive.

3. Optimize your site for mobile to increase SEO rankings and to attract & convert more patients.


www.aismedia.com


Limited Time Complimentary Offer

FREE Website Performance Analysis

• Site speed analysis

• Google’s “mobile-friendly” test

• Technical SEO analysis

• 30-minute consultation

Call: 404.751.1043
