Reaching Today s Health Care Consumer

Transcription

1 CONSUMER ENGAGEMENT Reaching Today s Health Care Consumer Digital Marketing Best Practices Cheryl Haas Managing Director, Audience Rx

2 2

3 3 Today s HEALTH CARE Consumer

4 4 Digital Usage 280M INTERNET USERS 60 HOURS 4 DEVICES 87 percent of population are active Internet users. The average amount of time Americans spend consuming digital content each week. Number of digital devices owned by the average American. 90% OWN A CELL PHONE 64% OWN A SMARTPHONE 42% OWN A TABLET

5 5 They re Social 74% of online adults use social media. 52% of online adults use two or more social media sites. 2hr 43min average daily use of social media via any device. 47% of smartphone owners used social media every day in the last year. 64% of online adults say they use social media at least once a day on their computer.

6 6 Always Connected Constant Companion 44% 29% 84% Slept with their phone to avoid missing a call, text or update. Describe their phone as something they can t imagine living without. Use their devices as a second-screen when watching TV. The average smartphone user unlocks their phone 33 times each day.

7 7 Spending Time Online 7 hours 22 minutes Average time we spend each day on PC, tablet or mobile phone 4 hours 55 minutes 2 hours 27 minutes Average daily use of the Internet on a PC or Tablet Average daily use of the Internet via a mobile phone

8 8 Seeking Health Information 50% of health research is on behalf of someone else. 72% of Internet users say they have looked online for health information in the last year. 52% of smartphone owners use their phone to look up health information. 45M adults use the Internet at least once a week for health and wellness.

9 9 Finding Support 18% of adults have gone online to find others who might have similar health concerns. 26% have read or watched someone else s experience online. 3 4% have posted their own experiences.

10 10 The Money Follows As digital has become more pervasive, marketing budgets across all industries have shifted overwhelmingly in the last seven years. 8.2% 24.8% 202% Percent of U.S. ad spend on digital advertising in 2007 Percent of U.S. ad spend on digital advertising in 2014 Increase in 7 years

11 11 U.S. online advertisers spent $19.8 billion in online display advertising in That is expected to increase to $37.6 billion by 2019.

12 12 Digital Marketing Best Practices Start with the Health Care Consumer Be Where They Are, When They Are Find the Right Segments Power Up Your Paid Advertising Your Website is Your Hub

13 13 Digital Marketing Best Practices 1 Start with the Health Care Consumer

14 14 Are They Well or Unwell? Reaching Health Care Consumers Along the Wellness Continuum Understanding their state of wellness can help you deliver more relevant and targeted marketing. 45% U.S. adults live with at least one chronic condition. Enjoying good health Prevention Presenting symptoms Info gathering and research Remission or management Well Unwell Beyond Awareness of risk/propensity for a certain illness Screening Newly diagnosed Treatment Possible recovery

15 15 Connecting Emotionally Reading the emotional states of health care consumers along the continuum of care. Pre- Diagnosis Diagnosed Treatment Recovery Remission/ Management Neutral Shocked Scared Grateful Resigned Indifferent Angry Hopeful Skeptical Hopeless Relieved Worried

16 16 Address Where They Are How understanding a health care consumer s emotional state can help you create ad copy that resonates.

17 17 Talk to A Person Use messaging that resonates with the well or unwell stage and the associated feelings. Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. David Ogilvy

18 18 Digital Marketing Best Practices 2 Be Where They Are, When They Are Be Present in the Moments That Matter

19 19 Digital Interaction Throughout the Day Share of Device Traffic on a Typical Workday Tablets popular at night. Mobiles brighten the commute. PCs dominate working hours. Late Night Early Morning Day Time Early Evening Prime 12 AM 7 AM 7 AM 10 AM 10 AM 5 PM 5 PM 8 PM 8 PM 12 AM

20 20 Leveraging Device and Usage Data in Practice Day Parting Use day parting to target consumers when they re most likely to view and respond to your ad. Device Parting Be mindful of performance between desktop and mobile. Optimize campaigns accordingly. Integrated Campaigns Avoid bolted on channels. Plan campaigns with devices, channels and times of day in mind. Use consistent messaging on multiple touch points throughout the day.

21 21 Social Media By Channel Facebook 71 percent of online adults are on Facebook, attracting more women than men. The fastest growing user base is adults 65 and older. Twitter Instagram 23 percent of online adults use Twitter. Men, college graduates, those in urban areas and younger adults are more likely to use Twitter. News is a major content driver: 42 percent of Twitter users use the social media tool to read news stories daily. 28 percent of online adults use Instagram. Instagram is especially popular among younger adults (ages 18-29) and non-whites (African American and Hispanic). Instagram is primarily used for sharing daily moments and memories, as evidenced by the most popular hashtags: #OOTD, #selfie, #ThrowbackThursday, #FromWhereIstand Pinterest 44 percent of online women use Pinterest, compared to 16 percent of online men. Food is the top category of content on Pinterest with 57% of its user base sharing food-related content.

22 22 Digital Marketing Best Practices 3 Find the Right Segments Finding Areas of Opportunity in Your Service Area

23 23 Consumers Want Relevant Ads 40.5% of Internet users prefer online ads for products and services targeted to their interests. Source: CMO.com

24 24 Segmenting and Targeting Market Segmentation: Group health care consumers into segments or clusters based on demographics, psychographics, behaviors and/or geography. Target: Develop customized strategies and messages for each segment, making your digital marketing relevant for your potential consumers and more efficient on your marketing budget.

25 25 Find Potential Patients with Propensity Models Understanding Your Current Patients Can Help You Find New Ones Advanced Modeling Techniques Uncover what combinations of factors are most important in predicting whether a consumer is likely to become a patient. Enhanced Targeting Apply segmentation model to generate addressable print and digital audiences. Customized Content Propensity information can be used to craft campaign copy and creative to ensure it resonates with consumers. Benefits of Using Propensity Models Refined targeting means an increase in patients. Our models show a 30-40% increase in patients compared to standard demo targeted marketing.

26 26 Digital Marketing Best Practices 4 Power Up Your Paid Advertising Get the Most Out of Your Digital Efforts with These Best Practices

27 Leverage the Power of Search 77% of health information seekers began their last session on a search engine.

28 28 Benefits of Paid Search Qualified Leads A consumer searches for exactly what they want, when they want it. Only Pay for the Click A Cost per Click (CPC) model means you only pay when a consumer clicks on your ad. Answer Relevant Consumer Questions Our job is to answer the question in the most efficient and direct way possible. Easy to Get Started Paid search requires a relatively small level of effort in comparison to other types of advertising. Don t Forget Mobile Search Mobile searches have overtaken desktop search on Google as of B Searches per day Google s market share 64% over Bing and Yahoo.

29 29 Paid Search Best Practices Time Adjust ad schedule or bid adjustments based on performance metrics by time of day and day of week. Click Type Are consumers clicking sitelinks or the ad headline more? Experiment to see how slight adjustments to copy or link placement can boost clickthrough rate (CTR). Device View ad performance by device type, i.e., mobile and desktop/tablet. Mobile isn t always right for all advertisers due to non-optimized landing pages, desktop-oriented target audience, and call-to-action. Adjust bids accordingly. Top vs. Other Determine how ads perform at the top of Google search results in positions 1-3 versus If lower positions are generating a better CPA, consider lowering the maximum CPC.

30 30 Tap into the Power of Facebook 1.4B Facebook users 71% of all internet users are on Facebook 4.5B Likes are generated daily Source: jeffbullas.com

31 31 Facebook Essentials Build and Maintain a Solid Foundation Facebook Page Deliver Engaging Content Regularly Place Strategic Advertisements: Boost or Promote

32 32 Facebook Advertising Best Practices Go Advanced with Targeting Leverage the advanced targeting mechanisms, include: Reach consumers through behavioral targeting such as recent purchasing behavior, including health purchasing such as pain relief purchases. Target consumers with an upcoming life event such as newlywed or birthday. Create a custom audience to target contacts with Facebook ads. Dive into Facebook Insights Get detailed demographic information about who is interacting and responding to your ad. Take Advantage of the Flexibility Easy to use in many cases than paid search (character counts increased). Pay by CPC or CPM. Can drive traffic to Facebook page or website.

33 33 Grow Loyalty with Display Marketing 25B display ads are served every day on Google alone. 40% of digital advertising spend was on display ads, totaling $19.4B.

34 34 Display Advertising is Changing Industry Responding to a Frustrating Advertiser Experience Facebook and Google announced changes to only charge ads actually viewed. On Facebook, the entire ad must enter screen. On Google, the ad must be 100 percent viewed. Advertisers Respond to Poor User Experience We messed up. As technologists, tasked with delivering content and services to users, we lost track of the user experience. - Interactive Advertising Bureau Ad Blocking Will Improve Ads for Users Ultimately Many ads are intrusive, obnoxious and irrelevant. Significant growth in ad blocking software. IOS9 supports ad blocking apps. Native Advertising and Content Marketing Will Grow Sponsored content that generally looks like editorial content. Spend will double over the next 3 years to $8B. Similar to advertorials. Can be controversial when it s unclear what s organic and paid. Examples: BuzzFeed, Outbrain and Taboola, New York Times.

35 35 Why Still Invest in Display Build Brand Awareness Build awareness and reach more people in your target market through display. Reach a Big, Wide Audience Reach a large amount of potential consumers on websites that reflect their interests. Be Targeted and Contextual Reach the right audience by using geographic and behavioral targeting to reach consumers. Track Performance Unlike traditional marketing promoting brand awareness, digital enables tracking to optimize. Using Display and Paid Search to Increase Performance 15-20% Average lift in paid search ad conversions after being served a display ad 1 94% Average increase in keyword searches for consumers exposed to a display ad 2 Source: 1. Harvard Business School and 2. comscore

36 36 Going Beyond The Click Promotes New Hospital Services Produces Multi-Channel Growth Extends Reach Capture consumer mindshare and drive interest. Users who see your display ad are likely to conduct further research on Google. Get your message to new, relevant audiences across the web.

37 37 Nurture and Re-Engage Through Retargeting Types of Retargeting Visitor Your Site Other Sites Website Ad Ad Search User clicks your ad Your ad appears

38 38 The average click-through rate (CTR) for retargeted display ads is 10x higher than standard display ads. And website visitors who are retargeted with display ads are 70% more likely to convert. Source: CMO.com

39 39 Why Retargeting is Effective Use Retargeting for a Variety of Objectives Engagement Re-engage with potential consumers who have shown intent. Provide additional touch points to drive prospective patients down the conversion funnel. Visibility Leads may not be ready to convert at first contact. Keep your message in front of prospects. Retargeting Awareness Keep your audience informed of new, relevant services or events for users who already know of your hospital brand. Target By serving ads to only those who have shown interest in your organization, you will reach a more qualified audience. Targeted ads on a focused audience will help increase ROI of your campaign.

40 40 Consider Cross-Channel Experience Focus on channels that provide the most impact, most efficiently. Ensure brand experience is consistent across all touch points.

41 41 Digital Marketing Best Practices 5 Your Website Is Your Hub Core Driver of Your Online Presence

42 42 Your Website is Your Digital Hub Visually Appealing Search Engine Optimization User Experience Quality Landing Page Relevant Content Your website is a core part of your consumer s experience. Social Integration Responsive Up-to-Date Look and Feel

43 43 Questions?