Industry Trends from Geonetric s 2018 Healthcare Digital Marketing Survey

Transcription

1 Industry Trends from Geonetric s 2018 Healthcare Digital Marketing Survey

2 Survey Methodology Data Collection Partnership with ehealthcare Strategy & Trends Peer groups & segmentation Outside coding Insight-centered presentation 8

3 Other (please specify), 7% Organization Type [Providers Only] Specialty hospital, 2% Responses Providers 246 Vendors 47 Critical access hospital, 7% Medical group or physician practice, 8% Community hospital, 11% Multi-hospital health system, 48% Single-hospital health system, 16%

4 Content is Hard The Struggle Is Real

5 Ahead/Behind - Overall Social media and community management Digital advertising (including paid social and search) Website content Overall digital strategy Content marketing Website design and user experience Search engine optimization (SEO) marketing and marketing automation -60% -40% -20% 0% 20% 40% 60% 80% Slightly underperforming Significantly underperforming Slightly outperforming Significantly outperforming

6 Leader/laggard score distribution Laggard (N=44) Leader (N=83) 8 6 Average (N=112)

7 Overall digital strategy Website content Content marketing Social media and community management Digital advertising (including paid social and search) Search engine optimization (SEO) Website design and user experience marketing and marketing automation Ahead/Behind - Leaders -50% -25% 0% 25% 50% 75% 100% Significantly underperforming Slightly underperforming Slightly outperforming Significantly outperforming

8 Hospitals Want Patients But Are They Getting Them?

9 Top Digital Marketing Goals Increased New Patient Recruitment 56% Increased Consumer Engagement 46% Delivered a Positive Return on Investment (ROI) Improved Consumer Awareness 38% 38% Improved Patient Satisfaction Increased Revenue 28% 28% Improved Physician Engagement Improved Employee Recruiting Efforts Improved Community Relations Improved Profitability 11% 10% 10% 10% Improved Fundraising/Giving 5% 0% 10% 20% 30% 40% 50%

10 Comparing Goals with Ability to Demonstrate Increased New Patient Recruitment Increased Consumer Engagement Delivered a Positive Return on Investment (ROI) Improved Consumer Awareness Improved Patient Satisfaction Increased Revenue Improved Physician Engagement Improved Employee Recruiting Efforts Improved Improved Profitability Community Relations Improved Fundraising/giving Can Demonstrate Top Goals

11 Emerging Challenges: Operational Integration & Digital Strategy

12 Vendor vs. Provider - Most/Least Significant Problems Unable to measure effectiveness or ROI Lack of time Lack of budget Lack of internal buy-in Inadequate analytics & reporting Inadequate skills or training Inadequate tools or technology Lack of effective strategy Privacy or legal concerns Unable to support online transactions with offline operations -25% -20% -15% -10% -5% 0% 5% 10% 15% 20% 25% [Vendor] Most Significant [Vendor] Least Significant [Provider] Least Significant [Provider] Most Significant

13 Where is Healthcare Falling Behind Other Industries? [Vendors] Website design and user experience 16% Social media and community management 9% Overall digital strategy 49% Digital advertising (including paid social and search) 7% Content marketing 7% Website content 4% Search engine optimization (SEO) 4% marketing and marketing automation 4%

14 Hot Jobs in Healthcare: Content, CRM, Social, & Marketing Automation

15 15 Average Digital Marketing Team FTEs Leader Average Laggard

16 Digital Marketing Team Size Distribution by Leader/Laggard Laggard Average Leader 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% More than 50 I don't know

17 FTEs By Role Copywriting / content development General website administration Strategy Team or project management Social media and community management Digital advertising (including paid social and Web development Analytics or CRM administration Web design Video production / editing or marketing automation User experience or usability Search engine optimization (SEO) FTEs (Full-time staff equivalents)

18 Effort outsourced to vendors (overall) Digital advertising Web development Web design Video production/editing Search engine optimization (SEO) Analytics or CRM administration User experience or usability or marketing automation General website administration Copywriting / content development Strategy Social media and community management Team or project management 0% 20% 40% 60% 80% 100% All Most Some A little None

19 Roles with Greatest Planned Investment Growth Copywriting / content development Analytics or CRM administration Social media and community management or marketing automation Avg FTE Expected net staff growth 16% 14% 11% 11% Insourcing ("none" or "a little") 62% 50% 82% 67% Outsourcing ("all" or "most") 8% 23% 4% 12% Insufficient investment 57% 65% 37% 52% Adequate investment 37% 30% 61% 48% Over investment 7% 4% 2% 0%

20 Marketing Investment Shifting From Traditional to Digital

21 $1,600,000 $1,400,000 Annual Digital Investment $1,422K $1,200,000 $1,000,000 $800,000 $600,000 $400,000 $200,000 $120K $581K $330K $967K $300K $891K $475K $100K $367K $253K $680K $50K $500K $789K $200K $- Overall Leader Average Laggard Average Investment Incl. Staff Median Investment Incl. Staff Average Investment w/o Staff Median Investment w/o Staff

22 Annual Digital Investment per Bed $1,800 $1,600 $1,400 $1,423 $1,559 $1,382 $1,530 $1,200 $1,000 $800 $855 $1,101 $977 $1,014 $746 $1,174 $733 $1,158 $600 $400 $407 $500 $370 $400 $200 $- Overall Leader Average Laggard Average Investment Per Bed Incl. Staff Median Investment Per Bed Incl. Staff Average Investment Per Bed w/o Staff Median Investment Per Bed w/o Staff

23 Budget Changes What do you expect to happen to your overall marketing budget in the next 12 months? Increase 24% What do you expect to happen to your digital marketing budget in the next 12 months? Remain the same 32% Remain the same 54% Unsure 6% Decrease 16% Decrease 5% Unsure 4% Increase 59%

24 Budget Changes What do you expect to happen to your overall marketing budget in the next 12 months? Decrease Remain the same Increase Unsure Decrease 27% 1% 0% 0% What do you expect to happen to your digital marketing budget in the next 12 months? Remain the same 27% 45% 11% 14% Increase 43% 54% 85% 43% Unsure 3% 1% 4% 43%

25 50% 40% What percentage of your overall marketing budget is dedicated to digital marketing? 30% 32% 29% 30% 24% 23% 20% 18% 10% 0% Leader Average Laggard

26 Redesign Cycle Picking Up Steam

27 Do you plan to redesign your main website(s)? Unsure, 7% No, redesign recently completed (within 12 months), 18% No, no plans to redesign in near future, 26% Yes, redesign in progress, 20% Yes, redesign is in planning stages, 30%

28 Primary Motivation for Redesign Improve overall user experience 38% Improve mobile/responsive experience 11% Change in branding 10% Change in CMS 7% Add new features/functionality 6% 0% 10% 20% 30% 40%

29 Personalization Opportunities and Challenges

30 Location provided by user Web browser Navigation behavior Location provided by user Methods Used for Website Personalization Time on site Navigation behavior Location determined automatically (IP Time on site User behavior from past visits Referring Campaign site User behavior from Demographics current visit Persona or user type selected by the Device site Language Search settings terms Persona or user type assigned automatically Web browser Location provided Offline by actions user User account-based Navigation (after behavior login) Time Others on site Location determined automatically Unsure (IP Location determined automatically (IP User behavior from past visits Referring site User behavior from current visit Persona or user type selected by the site Language settings Persona or user type assigned automatically Offline actions User account-based (after login) Others User behavior from past visits 0% 5% 10% 15% 20% 25% 30% 35% Referring site User behavior from current visit Persona or user type selected by the site Unsure 0% 5% 10% 15% 20% 25% 30% 35%

31 50% Number of Personalization Methods Used 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

32 Our organization can demonstrate that website personalization has improved the performance of our digital marketing. Unsure 32% Strongly disagree 24% Somewhat disagree 12% Strongly agree 7% Somewhat agree 25% Strongly disagree Somewhat disagree Somewhat agree Strongly agree Unsure

33 Able To Demonstrate Personalization Value by Personalization Method Offline actions (n=4) Web browser (n=17) Persona or user type assigned automatically (n=5) Navigation behavior (n=14) Time on site (n=12) Search terms (n=17) User behavior from past visits (n=11) Location determined automatically (IP lookup/geolocation) (n=12) User account-based (after login) (n=1) Strongly Disagree Somewhat Disagree Somewhat Agree Strongly Agree

34 Upward Mobility Leader/Laggard 40

35 If you re a laggard Hire smart. Take a tip from leaders who put more resources into strategy and supplement their teams more frequently with deeper outside expertise. Invest in that new site. For those 71% of laggards who are planning a redesign, think strategically about your upcoming redesign. Look at additional MarTech. Build a case for getting those critical pieces you need to compete.

36 If you re average Make your investments pay off. Added staff should help improve your ability to measure effectiveness Train or outsource where you have skill gaps. Leaders, despite having the largest staffs, are most likely to use a mix of both inhouse and outsourced resources. Push limits. Keep pushing boundaries and thinking strategically about moving offline processes to the web

37 If you re a leader Problems get harder to solve. Keep bringing innovative capabilities to your site and start the conversations and build relationships across teams that can make those big ideas a reality. Continue to invest in strategy. Your strides in strategy are paying off. Keep connecting the dots. To keep that top spot, you ll need to continue to invest in measurement not only ROI, but also how you re impacting consumer engagement and increasing revenue.