Finding The Path To Online Marketing Success

Transcription

1 Finding The Path To Online Marketing Success #OMInnovation The 2018 OPEN MINDS Strategy & Innovation Institute Monday, June 4, :00 am to 12:00 pm Kristi Hamilton, MBA, CPPM, Senior Associate, OPEN MINDS Timothy Snyder, Executive Vice President, OPEN MINDS Lincoln Square, Gettysburg, Pennsylvania Phone: info@openminds.com

2 Agenda I. Why An Online Marketing Strategy? II. III. IV. Building An Online Marketing Strategy With Current Best Practices What s Your OMDM? Assess Your Strategy & Learn Your OPEN MINDS Digital Marketing Score Group Discussion & Q&A Kristi Hamilton, MBA, CPPM Senior Associate, OPEN MINDS Linkedin.com/in/kristihamilton 2

3 Why An Online Marketing Strategy?

4 Do You Do Any Of These Things? Research a product or service online after you become interested in it? Compare prices, features, and key differences of similar products online before making a final purchasing decision? Choose a restaurant based on positive comments you read on Yelp or Google Places? Remove a business or product from your consideration after seeing negative reviews on Angie s List or Amazon? Try out a specific business or product just because a friend highly endorsed it on social media? 4

5 Health Care Has Joined The Revolution 84% of people researched health care providers and treatment options online last year. Long Live The Internet! Stupid Internets 5 (2015, Think With Google Study)

6 Health Care Has Joined The Revolution 81% of people admit to making purchasing-related decisions primarily based on what they read and watched online. Internet Is All We Need! 6

7 Health Care Has Joined The Revolution 79% of shoppers feel empowered by technology because it provides access to information 7

8 Health Care Has Joined The Revolution 82% of consumers use online physician reviews 8

9 Health Care Has Joined The Revolution Provider Websites ( Social Media (Facebook, Youtube, Twitter, etc.) Rating & Review Websites (Vitals, Payer Network Comparison Sites, Glassdoor, Angie s List) Google (Search Engine Results & Google +) 90% of people identified one of these online channels as a preferred source of online health care information 9

10 Health Care Has Joined The Revolution 60% of social media users are the most likely to trust social media posts and activity by clinical professionals and provider organizations over any other group. 10

11 Who s Paying Attention Anyway? 1. Job Candidates and Current Staff 2. Partners: Existing and Potential 3. Industry Colleagues 4. Other Stakeholders: Donors, Funders, Board Members 5. Media 6. And, yes, even consumers! 11

12 5 Things People Expect To Learn About YOU Online 1. That you have a presence. 2. Are you showcasing your organization's capabilities? 3. Do you participate in the conversations of our industry? This information will probably exist online (in some format accurate or not) regardless if you track/manage/optimize it. 4. Are you a thought leader? 5. Reviews for the organization and YOU? If this information does not exist online, the perception will be that it must be negative. 12

13 Social Media Is Here To Stay The internet has 3.17 billion users There are 2.3 billion active social media users Internet users have an average of 5.54 social media accounts Social media users have risen by 176 million in the last year 1 million new active mobile social users are added every day. That s 12 each second Facebook Messenger and Whatsapp handle 60 billion messages a day 13

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15 Building An Online Strategy

16 What Is Fueling The Revolution In Health Care? Health Care Reform & Health Care Policy Changes Consumers have a more complex role in the health care system (and more choices) More transparency in fees and performance measures Driven by the internet aimed at helping consumers make more informed decisions Driving down rates creating competition Technology Advancements & Outside Industry Influence Technology advancements have made it easier and quicker to access information via the internet than non-web sources 73% of Americans have internet access 77% of American adults have 24/7 access to the internet via a smart phone 50% of Americans own a tablet Non-health care industries have conditioned consumers to expect increased choice via online vehicles 16

17 What Does This Mean?! What Does This Mean?! 17

18 I m not Pepsi. What does my Brand have to do with anything? 18

19 Your Brand Is Now Built Online

20 Reviews & Recommendations Second Word Of Mouth PR History & Reputation Logo & Graphics Company Culture Employee comments Facility Appearance (Online Photos) Search Engine Rankings Web Site Quality Performance ratings and rankings Your brand is the gut feeling your various target audiences have about you. Half of gut feelings (and first impressions) are now built online too. 20

21 Think Brand Perception & Brand Loyalty Isn t As Relevant In Health Care? Think Again. The same Think With Google study asked the following question: 82% Answered True True or False: Other than a few exceptions, the majority of health care providers have the same capabilities and offer similar quality services Those who answered True were then asked: On a scale of 1-5, how much effort would you put forth to find a health care provider that you perceived to be better than the majority 91% Answered With 4 or 5 21

22 Step 1: Understand Your Target Audience

23 Organizations Have Multiple Stakeholder Groups & Potential Target Audiences Consumers & Family Members/Caregivers Referral Sources Prospective Employees Payers & Health Plans Large Provider Organizations Health Systems & ACOs Specialty Treatment Providers Local Community Stakeholders Media & PR Large Donors (Major Gifts/Sponsors) Small Donors 23

24 To Determine Your Priority Target Audiences, Link Your Various Stakeholder Groups To Your Organization s Current Strategic Objectives Objective: Find potential partners or organizations to acquire. Consumers & Family Members/Caregivers Referral Sources Objective: Increase revenue and referrals. Objective: Increase community support and annual donations. Objective: Retain and acquire top talent. Objective: Increase national awareness for future expansion. Prospective Employees Large Provider Organizations Health Systems & ACOs Specialty Treatment Providers Payers & Health Plans Local Community Stakeholders & Donors Media & PR 24

25 Create Customer Journey Maps For These Target Audiences 25 First you should understand the typical journey your target audiences would take to find you online. An online customer journey map helps you spend your time, money, and resources on the online channels that will have the most impact on the goals you wish to achieve. Research the steps (or the journey ) a typical person in your target audience would take to find you and/or your competitors online Map your customer s expectations, concerns, state of mind, and desired outcomes during this journey Call out the steps of the journey that most impact their overall experience, both positive and negative (these are the moments of truth ) Cross-compare your online strengths against the customer journey map where are the gaps?

26 Identify Your Priority Audiences & Create A Customer Journey Map Before you start make sure you can answer these key questions: What information will my target audience be looking for online? What are the most popular online channels and methods my target audience uses to find this information? What control do I have over the online channels my target audience uses? Is there a likely moment of truth or decision-making phase that will occur on a specific channel? 26

27 Step 2: Focus On The Online Essentials & Tailor Your Strategy To Your Target Audience

28 1. Invest In A Website That Works For Every Person & Every Device 28 Every journey your stakeholder groups take to find the services they need may be different. Different age groups and customer types utilize different devices and web tools to get the information they seek What ever path they take, chances are, they ll arrive at your website at some point. Responsive Web Design is an approach of coding a website in such a way that it provides an identical and/or optimal viewing experience across all device types and screen sizes. Responsive Websites ensure that your target customers are able to find you, see you, and get your message the way you intended.

29 2. Tailor Your Website Content & Voice To Your Target Audience Which stakeholder group did you identify as the highest priority audience? What information did you identify your target audiences would be looking for? Optimize your navigation to ensure ease-of-use in finding these web pages. Write your website copy as if you re speaking to this audience. Allocate the most time, money, and resources to the parts of your website that provide this information. 29

30 3. Invest In Search Engine Optimization % Of Online Experiences Begin With A Search Engine a. Positioning on search engine results give your target customer an immediate impression of where you rank in comparison to alternative options % Of All Searchers Don t Go Past The First Page Of Search Results a. If your website isn t showing up on the first page of search results for the main keywords associated with your services, you practically don t exist online. The Golden Triangle Heat map of where users look and click on search engine results pages.

31 3. Invest In Search Engine Optimization: Long-Term Search engine optimization (SEO): The practice of optimizing your website to organically rank high in search results for keywords and phrases related to your services and target customers. 31

32 3. Invest In Search Engine Optimization: Short-Term SEARCH TERMS ADS ADS 32 Pay per click (PPC): Text advertising placements high-click areas of a search result page. Advertisers identify search terms where they would like a text ad to appear and pay only when an ad is clicked. A way of buying high rankings and visits to your site, rather than attempting to earn those visits organically.

33 3. Google Unveils New Vetting Process For Addiction Treatment Ads LegitScript/National Association of Addiction Treatment Providers (NAATP) certification standards. Licensure or registration to operate their business in their particular jurisdiction. Compliance with applicable laws and regulations for controlled substances. No significant recent or repeated regulation-related disciplinary actions. Be located in the jurisdiction to which the company offers to ship drugs. Be in possession of a valid prescription for the drug being shipped. Be compliant with all provisions of acceptable laws. Adhere to privacy laws and regulations, including Health Insurance Portability and Accountability Act of 1996 (HIPAA) requirements. Display a valid address and phone number for services. Transparency of activities to assure no fraudulent practices. Possess a valid domain name registration for their business. Not be affiliated with any company that violates LegitScript standards. 33

34 4. Participate In The Conversation About Your Organization On Third Party Channels Federal Government (Medicare Quality Care Finder) Payer/Health Plan Networks Google Places Glassdoor Yelp Third Party (Healthgrades, Vitals, Angie s List) Social Media Comparison Rankings & Ratings Online Reviews & Public Comments 34

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37 OPEN 37 MINDS All rights reserved. 37

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39 39 This may be your most important channel!

40 5. Develop An Online Reputation Management & Brand Optimization Strategy 1. Manually and continuously monitor the websites that are most utilized by your target audience these are key to your success Ignoring negative comments, reviews and ratings only strengthens the affect they have on your online brand 2. Set up Google Alerts for key terms, names, and services so you are notified when they are being mentioned on less important channels Focus your resources and budget on managing your reputation in the channels most important to your target audience! 40

41 5. Develop An Online Reputation Management & Brand Optimization Strategy 3. Respond quickly when your reputation is being damaged The web is real-time. The majority of companies are not Train someone to answer negative comments/reviews quickly and efficiently Find internal shortcuts for validating answers more quickly (a response chart can help) and understanding the social web Respond appropriately and refute false claims but don t make the situation worse by engaging in back-and-forth battles 4. Be proactive about improving your performance on these key channels. Take identified steps to improve ratings, start positive conversations about your organization, and engage with your target audience members! 41

42 5. Curate Your Social Media Master #TheBigSix LinkedIn, Facebook, Twitter, Google+, YouTube & Glassdoor Curate Each Channel s Message To An Intended Audience Ensure Your Critical Information Is Just A Click Away If social media is the first impression a person has of your organization or if it is the primary vehicle used by a stakeholder group you want to make sure the critical information they may need to make a decision is no more than a click away. But Don t Be Promotional (Follow The 80/20 Rule) People hate commercials. If the majority of your posts are self-promotional, you are the equivalent of a social media commercial. A best practice rule to follow: Never allow more than 20% of your posts to be straight promotional. If at least 80% of your posts are informational and of interest to your audience, all of your content will get more eyeballs. 42

43 #TheBig6 Instagram & Pinterest are gaining traction with younger users and have seen an increase in daily users over the past two years LinkedIn Facebook Twitter Google+ YouTube Glassdoor Type Of Website Business-oriented social networking website Social sharing website Social networking and microblogging website Social networking community, and organizational profile service Video marketing platform and social media tool Job and recruiting website Main Use Business networking and B2B marketing Personal/social Information distribution B2C marketing Personal, B2C and B2B uses centered around video Job search engine and a recruitment, and employer branding tool What s Shared Share individual resumes/achievem ents, company information, announcements, job opportunities, and updates Share photos, thoughts, music, videos, and events in a personal setting Words and photos shared in 140 characters or less Share information about your organization: events, new developments, interesting content, and videos Videos Company reviews, CEO approval ratings, salary reports, interview reviews and questions, benefits reviews, office photos Signature Create posts, Status updates, Hashtags, Share, view, post, Share and view Job details, salaries, Ways To attach files, tag tagging Retweets, tagging follow, and video content, office photos, Connect companies and friends/companies/ individuals or comment on comment, like company reviews connections, join groups, attaching companies material and join and share. groups photos/videos organizations 43 pages Total Over All Rights 500 million Reserved. Over 2 billion users Over 328 billion Over 300 million Over 1.5 billion Over 41 unique

44 Avoid These Common Mistakes & Lapses In Judgement

45 We don t have the budget to do online marketing well -- so it s not worth it. Online marketing can be effective on any budget if targeted to the correct audience! We can re-launch our website when my IT guy has more free time. Your website is a marketing tool not an IT function. Web development should live in marketing or be outsourced and managed by marketing. We re on like 50 social media networks and none of them are effective! Social media is crap. Invest more resources into the most critical channels used by your target audience (not less resources into more channels) #TheBigSix We re trying a couple things this year we have no idea what s working. What you don t measure doesn t exist. For a successful online marketing programs will have failures overtime. You can t correct these failures unless you re measuring your results and linking them to ROI.

46 What s Your OMDM? Assess Your Strategy & Learn Your OPEN MINDS Digital Marketing Score

47 Determine Your Priority Target Audiences & Their Importance To Your Strategy 1. List Your Organizational Strategic Objective 2. List (In Priority Order) The Stakeholder Groups Associated With Those Strategic Objectives 3. Weight The Stakeholder Groups By Importance % % % % % 47 Examples: Find potential partners or organizations to acquire Increase revenue and referrals. Increase community support and annual donations Retain and acquire top talent Increase national awareness for future expansion. Examples: Payers & Health Plans (New Contracts, Network Referrals, Etc.) Provider Organizations (Acquisitions, Mergers, Partners, Referrals, Etc.) State/Local/National Stakeholders (Donors, Media, Policymakers, Grants) Consumers & Family Members/Caregivers Prospective Employees

48 OMDM Assessment - Part I Question Options Score 1. Does your organization have a website? Yes / No 1 (If Yes) 2. Is your organization s website responsive and mobile friendly? 3. How aligned is your website content/voice with your priority target audiences? 4. Do you have sub-sections, landing pages, or mircosites for lower priority target audiences? 5. Has your organization identified the 3 optimal search terms you would like your website to rank highly for? 6a. If yes above, does your organization rank on the first page of search results for those three keywords? 6b. If no above, does your organization rank on the first page of search results for your city + your main service? (example: Memphis Residential Treatment) Yes / No 1 Not at all 3 Very Little 5 Partially but not all audiences 8 Very much 10 Perfectly aligned Yes / No Yes / No Yes / No Yes / No 4 (If Yes) Insert number of selection 2 (If Yes) 3 (If Yes) 5 (If Yes) 48 TOTAL

49 OMDM Assessment - Part II Question Options Score 1. Does your organization internally track the performance scores/ratings of most interest to payers? 2a. If applicable, is your organization listed/profiled on performance rating/ranking websites such as Medicare Quality Care Finder or health plan network directory sites? 2b. If not applicable, does your organization have an online PR and communications strategy for raising awareness among target health plans or potential provider partners in your market? 3. Does your organization develop and publish content related to the unique services, programs, and benefits it offers? 4. How would your rate the overall presence of your organization on LinkedIn (organization, thought leaders, and key clinical staff) including your current LinkedIn engagement strategy? 5. How would you rate the content quality and search engine optimization of pages on your website related to organizational services, technology tools, and unique offerings Yes / No Yes / No Yes / No Yes / No 1 Horrible 2 Minimal 3 Making Strides 4 Top Notch 5 Dominant 1 Non-Existent 2 Non-Descriptive Listings 5 Good Content, Not Optimized 7 Good Content & SEO 10 Great Content & SEO 5 (If Yes) 3 (If Yes) 2 (If Yes) Insert number of selection Insert number of selection 49 TOTAL

50 OMDM Assessment - Part III Question Options Score 1. Rank your organization s level of participation (sponsorship, advertising, partnerships, content support, etc) in key local online channels (business websites, government websites, news and media websites, etc) 2. Rank your organization s level of participation (sponsorship, advertising, partnerships, content support, etc) in key national online channels (advocacy groups, consumer forums, associations, industry publishers, etc) 3a. If your organization is donation-focused, rank the ease of use for donors to make contributions on your website and social media channels. 3b. If your organization is not donation-focused, rank the ease of use for interested individuals to donate to local and/or national causes you support via your website and social media channels. 1 Horrible 2 Minimal 3 Making Strides 4 Top Notch 5 Dominant 1 Horrible 2 Minimal 3 Making Strides 4 Top Notch 5 Dominant 1 Phone Donation Only 2 On website, but clunky 3 Easy via website only 4 Top notch on website and some social 5 Dominant on both 1 Phone Donation Only 2 On website, but clunky 3 Easy via website only 4 Top notch on website and some social 5 Dominant on both Insert number of selection Insert number of selection Insert number of selection 50

51 OMDM Assessment - Part III (continued) Question Options Score 4. How would you rate your organization s efforts at actively tracking, managing, and quickly responding to its ratings/profile pages on third party websites such as Healthgrades, Vitals, Angie s List, Google Places, Yelp and more 5. Rate the frequency your organization s thought leaders speak at webinars, publish white papers, or publish content related to the policies, causes, and consumer improvement strategies you support? 1 Horrible 2 Minimal 3 Making Strides 4 High-Effort & Focus 5 Team & Processes In Place 1 Rarely 2 1-2x Per Year 3 About Quarterly 4 Monthly 5 All Day Every Day Insert number of selection Insert number of selection 51 TOTAL

52 OMDM Assessment - Part IV Question Options Score 1. Do you have a managed GooglePlaces page with positive rankings and over 5 positive reviews? 2. Does your organization have a fully developed and functional Facebook page, with listed facility location(s), service descriptions, and regular ongoing management? 3. How would your rate the overall presence of your organization on Facebook organizational page, specialty pages, group participation, geoor targeted ad campaigns, etc) 4. How would you rate your the overall presence of your organization and your optimization strategy on Twitter and YouTube? 5. How would you rate your the overall presence of your organization and your optimization strategy on Glassdoor? Yes / No Yes / No 1 Horrible 2 Minimal 3 Making Strides 4 High-Effort & Focus 5 Team & Processes In Place 1 Horrible 2 Minimal 3 Making Strides 4 High-Effort & Focus 5 Team & Processes In Place 1 Horrible 2 Minimal 3 Making Strides 4 High-Effort & Focus 5 Team & Processes In Place 5 (If Yes) 5 (If Yes) Insert number of selection Insert number of selection Insert number of selection 52

53 What s Your OMDM? Part I (out of 25) Part II (out of 25) Part III (out of 25) Part IV (out of 25) Total (out of 100) Compare your weak areas to your priority audiences. Which areas should be addressed immediately? Which areas are less important and can be addressed in future years? 53

54 Group Discussion

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