Using Social Media to Raise LTC Awareness

Transcription

1 Marketing Old Problem New Methods: Using Social Media to Raise LTC Awareness March 5, 2013 Tuesday, 9:15-10:30 am Dallas, Texas 1

2 SPEAKERS Eileen J. Tell, Senior Vice President, Univita Health Hunter McKay, Administration on Community Living, US DHHS LaRhae Knatterud, Director of Aging Transformation, Minnesota Department of Human Services (DHS) 2

3 INTRODUCTION SETTING THE STAGE Own Your Future Then vs. Now Eileen J. Tell Univita Health 3

4 INTRODUCTION Own Your Future raise LTC awareness and motivate planning Designed , emphasis on research driven tools and methods. Implemented 2005 to the present in 25 states and District of Columbia. 4

5 CAMPAIGN METHODS THEN. Direct mail (18.1 million households) Follow up postcard Media buy (TV and radio) in selected states PSAs Some supplementary state sponsored activities (e.g., Governor press event, media coverage, and others) Call to action: order a LTC Planning Guide ) 5

6 RESULTS Average response rate 8% Range: 3% to over 20% Individuals receiving OYF kit were more likely to take some planning action*: Talk to family, agent, financial planner Examine existing coverage Consider reverse mortgage gg Buy LTC insurance *Based on 5-state survey following phase I 6

7 HUNTER MCKAY Federal Long Term Care Awareness Campaign: Updating Own Your Future for Today Hunter McKay Administration i ti for Community Living i (ACL) U.S. Department of Health and Human Services 7

8 SAME PROBLEM NEW METHODS TODAY Web based advertising cheaper than TV/radio Targeted E mail outreach Website fulfillment cost/effective and enables customization and on going updates Automatically capture data for analysis BUT..new challenge finding out best practices using new methods and in today s world Comprehensive OYF evaluation is >7 years old 8

9 RE-TOOLING FOR TODAY Technical expert panel (TEP) review of KIT Refine call(s) () to action No one size fits all Focus options tailored to problems Too much text Review and consultation re. on line media buy options Re vamp LTC Clearinghouse usability testing and TEP review ( 9

10 DHHS LTC AWARENESS CAMPAIGN Developed and tested various internet ad designs and copy Analytics to optimize efficacy of internet media buy Fine tune and update website content 10

11 SAMPLE AD CONCEPTS Both Display and FLASH Ads Tested 3 themes: Independence Car Quick Draw 11

12 DISPLAY ADS 12

13 AND THE WINNER IS. Winning image Defined by: Click through rate: how often people clicked on the ad when they saw it (taking them to website) Cost per click (what it cost us to get that result).. On site engagement gg (how long they stayed on the site once they got there; number of pages viewed). 13

14 WHICH PHRASES PULL BEST? Age on your own terms 95k impressions 5.01 average time on site LTC Planning 87k impressions 4.51 average time on site Medicare, Medicaid, Senior Care 622k impressions 5.36 average time on site LTC Services 91k impressions 6.23 average time on site 14

15 WEBSITE ENHANCEMENTS Analysis, usability testing and focus groups to inform website refinement 3 Calls to action Age specific pathways Things to Know.Things to Consider 15

16 longtermcare.gov New Look 16

17 NEXT STEPS Good news is know how to build a better website and how to run a better online campaign. Bd Bad news is Repeal of CLASS = end of unobligated funds for website. Last contract ends September 28, Future of federal LTC awareness initiative unknown 17

18 ENTER MINNESOTA S OWN YOUR FUTURE How did MN blend tried and true old methods with the new? Eileen Tell LaRhae Knatterud 18

19 UPDATE METHODOLOGY Emphasis on social media, internet, and other methods Supplemented with direct mail Update planning options Fulfillment to website, not printed brochure keep content contemporary 19

20 OYF MINNESOTA Outreach to consumers ages 40 to 65 Explore use of direct mail vs. various web-based outreach to drive consumers to MN s OYF website mn.gov/ownyoufuture Robust website with planning tools, content and MN-specific links Include important grassroots component community partners Include product availability phase 20

21 DIRECT MAIL 1.3 million households 21

22 BROCHURE 22

23 FINDINGS FROM GOOGLE AD BUY Internet ads to drive traffic to the website Supplement and reinforce direct mail Expand campaign reach Keep messages fresh in months after launch Test variety of placements, ad text, graphics and methods 23

24 TEXT ADS Three versions phrase in blue is generated naturally by the user s search 24

25 NEW DISPLAY ADS BIRTHDAY AD PUT LIFE IN YOUR YEARS AD 25

26 FLASH AD Used flash ad from US DHHS campaign tested most favorably nerads03_coupon_v4_01.html 01 26

27 FLASH AD 27

28 YOU-TUBE CAMPAIGN Purchase ad time for Quick Draw cartoon as You Tube pre roll. Shown to a topic related or demographically appropriate You Tube for which the user was seeking. User can skip ad or watch it. 28

29 FOUR CAMPAIGN TYPES Search LTC & Retirement: ad appears when user searches on a keyword relevant to LTC & retirement. We fine tune keywords to be associated with use of the ad. Search Branded: ad appears when user searches on a keyword specific to the campaign (e.g., Minnesota DHS, Own Your Future, etc. Display LTC & Retirement: t ad appears on selected and relevant websites related to LTC & retirement (e.g., mayoclinic, Kiplinger, Social Security Hop, etc.) Display Interest Category Marketing (ICM): ad appears on selected and relevant websites related to the user demographics and topics relevant to our topic of interest. 29

30 RELEVANT METRICS FOR ANALYSIS Number of impressions i # of times an ad appears Click thru rate # of times a user clicked on the ad tki taking them to the OYF website bit relative lti to the number of times the ad appeared. For example a CTR of 10% means that for every 100 times the ad appeared, people clicked on it ten times. Average Costs per click cost to buy the required number of impressions needed to generate each click through to the website. 30

31 WEEKLY CAMPAIGN OPTIMIZATION Monitor performance Fine tune: remove keywords resulting in impressions which h are not generating strong CTR or with a higher h average cost per click Fine tune: remove ad placements on websites not generating strong CTR or with a high average cost per click Remove ad placements or keywords which h are duplicative i of results we d get with an organic search one for which we don t have to pay py Ultimately zero in on best campaign strategy that has strong and cost effective CTR as well as good on site engagement 31

32 FINDINGS TO DATE Over 8.2 million impressions Search campaigns do better than display Standard is 1% CTR or better Search Branded is at 5.7% Search LTC & Retirement is at 1.8% Display campaigns perform at 0.1% or better Ours falling short at CTR of 0.04% to 0.05% but within that certain keywords and placements perform better. 32

33 BEST PERFORMING SEARCH KEYWORDS High number of impressions and good CTR Retirement age = 15% CTR Retirement planning = 15% LTC 13% Elder care 12% Minnesota DHS = 10% Retire early = 10% Retirement planning = 7% Home Senior care = 3% Nursing homes in Minn = 3% 33

34 BEST PERFORMING PLACEMENTS - MGD Socialsecurityhop.com Stg.do Thefiscaltimes.com Usanews.com About.com Anonymous.google Bankingsandreview.com Postalnews.com Youtube Kiplinger.com 0.35% CTR 0.23% CTR 0.15% CTR 0.13% CTR 0.15% CTR 0.15% CTR 0.13% CTR 012% 0.12% CTR 0.11% CTR 011% 0.11% CTR 34

35 BEST PERFORMING ADS 3.3% CTR search 013% 0.13% CTR display 1.15% CTR search 0.2% CTR display 35

36 WEBSITE ACTIVITY Almost 28,000 unique visitors Over 150,000 page views Of visitors, 27% are returning Average # pages per visit = 4.5 Average visit duration = 3.5 minutes 36

37 WEBSITE ACTIVITY TIME ON SITE Average 3.5 minutes 9.2%% spent minutes 2.3% spent more than 30 minutes 37

38 SITE ENGAGEMENT Measured by visiting four or more pages (page depth). 37% of visits were engaged at this level. 36% visited 10 or more pages 16% visited 15 or more pages Returning users had an average site engagement higher than new users (5.09 pages/visit vs. 4.33) Returning users had higher average visit duration (4.53 minutes vs 3.26) 38

39 PAGES WITH LONGEST TIME ON PAGE Things to know about LTC Planning 6.1 minutes Personal success story 3.5 minutes How to pay for LTC minutes How much care is needed? 2.3 minutes Find resources 2.1 minutes 39

40 PAGES WITH HIGHEST BOUNCE RATE Bounce rate percent of users leaving site after visiting a specific page. Pages with lowest bounce rate most compelling content. One-third of pages on website had 0% bounce rate. Those with the most page views (visitors) include: Gathering information financial planning Success stories Planning LTC: Options for paying Things to know: personal planning How much care costs Housing options] Advance care planning 40

41 Top 10 Visitor Sources by # of Page views Google (19,099) Direct (11,187) 187) Bing (1,112) DHSinfo.dhsintra.net i t (785) Yahoo (398) Dhs.state.mn.us (389) Googleads.g.doubleclick.net g doubleclick (304) Aarp.org (140) MPR (130) 41

42 WEBSITE USE BY CAMPAIGN TYPE Campaign Visits Pages/visit Average Visit Duration Display LTC & Retirement Search LTC & Retirement Display ICM & Topics Display Branded Advantage 10/3/ August NL September NL OYF Kickoff October 2012 Tools Kiplinger Reprint TOTAL

43 AVERAGE COST PER CLICK All campaigns $2.95 Search Branded $0.90 Display LTC & Retirement t $2.03 Display Interest Category $3.88 Search LTC & Retirement $

44 OUTREACH CAMPAIGN NEXT STEPS Test outreach for additional touch. Survey sample of direct mail recipients. Re-tool and optimize use of Google ad campaign (currently suspended for analysis). Evaluate changes needed d to website consider usability testing. Off-site hosting might provide more flexibility for optimal site design. 44

45 ABOUT THE ADVISORY PANEL Provide oversight and direction for the implementation of Minnesota s Own Your Future, including all three components of the initiative. Assist with development and review of materials for use by employers, grassroots organizations and other stakeholder organizations. Act as a liaison between Own Your Future and employers, grassroots and other stakeholder organizations on issues being addressed by the initiative. Participate on one or more of the following subgroups: Review of materials Outreach strategies Speakers bureau Product availability (this subgroup includes external members as well) 45

46 PHASE II OF CAMPAIGN Explore needed changes in the long-term care provisions within the Medical Assistance (MA) program that would better align MA with the use of private financing options that pay for long-term care. 46

47 GRASSROOTS & POLICY ACTIVITIES Advisory Panel integral component of strategy Leverage community leaders for outreach and messaging support Representation include AARP, media, business, labor, faith communities, insurance, government, health and others 47

48 SUBGROUP ON PRODUCT AVAILABILITY Goal - development of new or refreshed financial and other products geared specifically for middle-income households. These products would be intended to help households secure financial coverage for the costs of long-term care at more affordable prices and provide products that are simple to understand and offer consumer protections. 48

49 MORE ON PHASE II Advisory Panel should continue to oversee Phase I but also work on Phase II. Create subgroup of the Advisory Panel responsible for work on product availability. Members of the existing Advisory Panel could volunteer to serve on the subgroup, and others with relevant expertise and perspectives would be added as necessary. 49

50 CHARGE TO PRODUCT DEVELOMENT SUBGROUP Recommend insurance, financial or other products to be newly created or redesigned for middle-income households to have suitable options to pay for their long-term care. Develop product/concepts that address the need for more suitable financing options for middle-income individuals. Obtain input on product options from local and national researchers, industry and other sources. Develop criteria for analyzing product suitability. Including: affordability, actuarial soundness, consumer protections, flexibility or multi-purpose use, simplicity, administrative ease, etc. Complete detailed analysis of the products and concepts that most closely meet the criteria. Identify barriers/restrictions to creation and/or marketing in legislative language or regulatory provisions at the federal or state level. Describe the specifications of the products to be recommended and the next steps necessary to make them available to Minnesotans. 50

51 SUBGROUP TIMELINE First meeting to be held on March 20, Report on progress to Advisory Panel at quarterly meetings. Complete work by October 2013 so that legislative changes (if any) can be submitted to 2014 legislative session. One goal of the subgroup would be to have some information gathered in time to present to relevant legislative committees during the 2013 session, as an FYI to update legislators on the work underway. 51

52 CONTACT INFORMATION Eileen J. Tell, Senior Vice President, Univita Health, Hunter McKay, TITLE, Administration for Community Living, DHHS, LaRhae Knatterud, Director of Aging Transformation, Minnesota Department of Human Services (DHS),