180fusion and Google: Marketing to Today's Online Plastic Surgery Patient

Google Confidential and Proprietary

Beautifully Digital Connecting with Cosmetic Surgery Patients Online


● Introduction

● Why Search Matters

● Search Strategies for Cosmetic & Aesthetic Surgery Practices

○ Be a Resource

○ Be There on All Screens

○ Be Seasonal

● Beyond Search: Intro to Display and Video

Agenda


Bo Pulito Strategic Partner Manager● 6+ Years technology experience● Focus on emerging business platforms and

products● Advisor and Consultant to Venture and Ad

Technology companies● MBA, UCLA Anderson

Jenn KellyStrategy & Insights Manager● 6+ Years digital marketing experience● Focus on ad effectiveness measurement &

consumer insights● Featured presenter at ARF Re:Think● MBA, Columbia University

Your Team


Scott CohenCEO, 180Fusion

• 17+ years in software and internet sector• 180fusion awarded Inc 500 fastest growing private

companies & Top 20 Best Places to Work• Contributor to Wired, Tech.com,Social Media Today,

Search Engine Journal• Guest Lecturer at USC Marshall School of Business,

Georgetown, and UofA• Board of Directors of Non Profits & Privately Held

Tech companies• Previous Software Company acquired by IBM

Google Confidential and ProprietarySource: Plastic Surgeons in the US, IBISWorld Industry Report, February 2015

It’s a good time to be in the plastic surgery businessGrowth Drivers

● Economic recovery

● Aging population

● Increasingly favorable public opinion of plastic surgery

● Technological advances - safer, cheaper options

Market Growth ($B)


● Introduction



○ Be a Resource


○ Be Seasonal


Agenda


Search is indispensable in the patient journey

Cosmetic surgery query growth shows increasing reliance on search

Search is the #1 resource medical patients turn to in selecting their treatment facility

Source: Google/Compete Hospital Study 2012; Google Search Network Data, Cosmetic & Aesthetic Surgery category

Online Personal Offline

Google Confidential and ProprietarySource: 2012 Google/Compete Hospital Study

When patients see paid search ads, they act

Liposuction


For advertisers, search delivers results

Average Opportunity Per Cosmetic Surgeon*

Average Monthly Investment1 $2,629

Average Monthly Clicks1 843

Lead Conversion Rate2 2%

Average Annual Conversions 202

Average Billings per Customer2 $3,000

Average Annual Sales $606,757

Average ROI 19X

Value per Click $60*Note that factors including quality score, ad text, and site design will affect ROI calculation.

1Based on average investment and CPC of cosmetic & aesthetic surgery terms among third tier advertisers in the US, 2014; 2Industry estimate


Agenda● Introduction



○ Be a Resource


○ Be Seasonal



Search is used throughout the purchase process

“abdominoplasty before and after”

“cost of eyelid surgery”

“best rhinoplasty surgeon”

“tummy tuck recovery time”

“laser lipo reviews”

“are breast implants safe?” Sample category terms

Query Volume by Category: Cosmetic Surgery

Source: Google Search Network Data: Q4 2014

Images are in high demand


query

paid resultsorganic results

Answer patients’ questions and earn their trustAnatomy of Search


Use ad extensions to highlight relevant content

Sitelink extensions see an average uplift of 10-20% in CTR


Call extensions make it easy to connect

Call extensions allow you to connect directly with your customers via phone. They allow customers easily find your phone number, and on mobile devices, call you directly from your ad.

Ads leveraging call extensions see about 15-20% of clicks occur on the call button.


Take advantage of untapped opportunityUnpurchased ad space!

Google Confidential and ProprietarySource: Google US Search Data Q4 2014*Rounded to one significant figure

Query Volume Range (Q4 2014)*

Coverage

septoplasty cost 1,000 40%

lip injections before and after 9,000 42%

liposuction Manhattan 800 49%

calf implants 4,000 54%

septoplasty cost 1,000 40%

gynecomastia surgery recovery 700 44%

forehead reduction 1,000 47%

Sample of missed opportunities


● Introduction



○ Be a Resource


○ Be Seasonal


Agenda

Google Confidential and ProprietarySource: 2012 Google/Compete Hospital Study

Mobile is a patient’s constant research companion

Google Confidential and ProprietarySource: Google Search Network data, “Cosmetic & Aesthetic Plastic Surgery” Category

Mobile queries are catching up to desktop

Cosmetic & Aesthetic Plastic Surgery Queries


Is your site optimized for mobile?


● Introduction



○ Be a Resource


○ Be Seasonal


Agenda


Queries tend to peak in Q1/Q2

Cosmetic & Aesthetic Plastic Surgery Query Volume by Quarter

● Optimize budget to align with shifts in demand

● Consider seasonal offers/promotions

Source: Google Search Network data, “Cosmetic & Aesthetic Plastic Surgery Category


Agenda

● Introduction



○ Be a Resource


○ Be Seasonal



How do you connect with consumers when they aren’t searching for you?

79%of time online is spent outside search

21%of time online is spent searching

across websites, mobile, YouTube, and

Gmail

Source: go-gulf.com; “How People Spend Their Time Online”; February 2, 2012 Online Publishing Association; Nielsen, Comscoredatamine.com, Tnsdigitallife.com, Pewinternet.org

Google Confidential and ProprietaryImage ads Text ads Ads on mobile

90%of global internet

users

The Google Display Network reaches

across ad formats:

2M+websites

Ads are served across

The Google Display Network


YouTube is the second largest search engine

66MBeauty Enthusiasts search on YouTube

each month

7MLook for information on plastic surgery

Popular channels for women on YouTube


Online video is a pivotal component of patient research

1 in 8 Patients watched an online video

53% of patients who didn’t watch a hospital

video were unaware they existed

Source: 2012 Google/Compete Hospital Study


Online video drives patients to hospital sites, where they are more likely to convert

Source: 2012 Google/Compete Hospital Study


There’s a simple way to think about this


Always there


Across the whole web


On both paid and organic search

sparkplugdigital.com 2013


Midnight 3am 6am 9am 12pm 3pm 6pm 9pm

On all devices, at all times of day

Google internal, 2013AT&T Nielsen, Clickstream Study, 2010

of online shoppingtakes place between 8pm and midnight

19%


Consideration

Awareness

Purchase

of conversions occur on a non- branded keyword

33%

At every stage of the funnel


Always relevant


Relevant to intent


Relevant to device



Google Confidential and ProprietaryGoogle Confidential and Proprietary

Relevant to time of day


Relevant to content


180Fusion and Google helps you complete the picture

Increase Sales Lower CPAs

Increase ProfitsIncrease Customer Lifetime Value

Holistic View of Marketing Strategy

Your Company Here!


180Fusion partnership has historically…

Increased Account Performance

Increased Customer Satisfaction

Decreased Advertiser Churn

Enhanced Google Customer Service

Expanded Advertising Product Mix


180fusion has proven performanceCase Study-Hornblower: Hit annual revenue goal in 3 quarters

44% Increased number of Leads

31% drop in cost per conversion

30% lift in CTR

17% drop in CPC


Search

Video

Mobile

Offers

Local

SiteDisplay

300 x 250

How to Manage Effectively at Scale?

Social

Google Confidential and Proprietary Google confidential

Jump in!



Q&A


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