ADVERTISING ON THE WEB: ENGAGING HEALTHCARE CONSUMERS ONLINE
Scott Samples Manager, Marketing Communications Martin Health System J.K. Lloyd President & Co-Founder Eruptr Stephen Moegling Partner, Account Strategy Franklin Street 2
WHY ARE WE HERE? (our own mission statements)
WHY ARE YOU HERE?
WHAT WE LL COVER DIAGNOSIS: State of online I The Web healthcare ecosystem I Hospital website evolution I PRESCRIPTION: Search marketing I Online advertising I Landing pages Inbound/Content marketing I Automation I Crystal ball predictions I Q&A
THE STATE OF HEALTHCARE 6
THE STATE OF ONLINE IN HEALTHCARE 7
1 in 3 American adults have gone online to figure out a medical condition. Pew Internet
72 percent of Internet users say they looked for online health information within the past year. Pew Internet 9
84 percent of patients use both online and offline for research 77 percent of patients use search engines 76 percent of patients use hospital sites Google Think
THE MOST COMMONLY- RESEARCHED TOPICS: - Specific diseases or conditions - Treatments or procedures - Doctors or other health professionals Pew Internet
1 in 8 patients have watched an online video on healthcare Google Think
Of patients who found hospitals on their mobile device, 44 percent scheduled an appointment Google Think
2013 was the year people spent more time on tablets and smartphones than watching television Advertising Age
The share of media time of adults for the Internet is 26.2 percent, but the share of media spend for hospitals on the Internet is only 9.3 percent. Knowledge Networks
INTRODUCING THE HEALTH CARE WEB ECOSYSTEM
the healthcare web ecosystem (partial) instagram chats pintrest SEO facebook email static banner flash/ dynamic youtube opt in search website takeovers linkedin blogs landing page aggregator twitter webcasts mobile apps pre-roll
STEPS TO DEVELOPING YOUR DIGITAL STRATEGY: - Profile audience: where does she spend her time (online) - Determine intent: where is she in the buying cycle? - Decide resources: leveraging paid + sweat equity digital channels - Cross-pollinate with traditional advertising - Develop conversion tools: opt-ins, sign-ups, appointments, screenings - Track and re-apply: refine and do more of what works 18
THE AVERAGE BRAND SPENDS 25% OF ITS MEDIA BUY ON ONLINE. The average hospital spends less than 9%. Begin shifting traditional dollars to digital by focusing on the low-hanging fruit newspaper advertising. (And Yellow Pages, if you re still doing that.)
HIRING TALENT: WHAT TO LOOK FOR (AND WHAT TO AVOID) 20
DIGITAL TALENT SELECTION: - Generalist: manages multiple online channels, including website, social media. Hire for cultural fit and marketing insights, adequate digital skills (CMS, social channel plug-in apps) - Specialist: highly specialized, technical background. Watch out for silo thinking. Traditionally, specialists are focused on website properties with opportunity to scale. - Content Marketing/Inbound Marketing: writing strengths along with ability to repurpose existing content. Focuses on building SEO, cross-pollinating across multiple digital channels. - Marketing Automation Specialist: skill set in using Act-On, HubSpot or other automation software platforms, along with SalesForce (or other) CRM platforms. Emerging trend. - The Intern : you get what you paid for. :-) 21
DIGITAL HAS A STARRING ROLE AT EVERY LEVEL OF THE SALES FUNNEL FROM AWARENESS TO PURCHASE TO ENDORSEMENT. (Your goal is to identify the digital strategies that nurture every level of the funnel.) 22
AWARENESS INTEREST PURCHASE ENDORSEMENT One of the unique traits of digital is that tactics can be used in different stages of the buying/advocacy cycle, often simultaneously. When selecting digital strategies, identify how you will connect with prospects/patients at what stage of the cycle via digital tactics. (And remember to connect back to the sun of the ecosystem, your website.) 23
Search is the fastest growing and largest component of the media matrix. 24
Search continues to be the biggest anticipated budget spending through 2016 Source: Forrester Research Interactive Marketing Forecasts, 2011 to 2016 (US) 25
Process for developing successful search campaigns 26
BEST PRACTICES FOR SEARCH CAMPAIGNS 27
BEST PRACTICES FOR DISPLAY CAMPAIGNS 28
MOST HOSPITAL WEBSITES ARE 29
THE MODERN HEALTHCARE WEBSITE S CORE PURPOSE IS TO CONVERT PROSPECTS INTO PATIENTS. 30
HOSPITAL SITES DRIVE VOLUME VIA DIRECT CONVERSIONS (INSTANT PATIENT ACQUISITION) AND DOWNSTREAM CONVERSIONS (LONGER TERM PATIENT LEAD GENERATION) 31
LANDING PAGE STRATEGIES - Landing pages are integral to any campaign (traditional or digital) to convert prospects into patients. - Landing pages also help to increase Google Quality Scores, which helps brands to get better search buys. - Effective landing pages provide calls-to-action to drive direct and downstream revenue through conversion. Direct conversion provides an immediate sale to the health system. Downstream conversion increases the prospect pipeline for a future conversion. 32
PRODUCT PROMOTION Product or service description is written to be patient benefit focused. Provide overview in concise format and give prospects opportunities for a deeper dive if interested. (But keeps prospects on the page.) 33
ONLINE REGISTRATIONS Online registrations give prospects meaningful opportunities to learn more, engage with your brand, make informed decisions and allow your hospital to keep in touch. Form registrations are tracked from the campaign to show results (attendance, revenue) 34
DYNAMIC PHONE NUMBERS When a user engages with an ad, the phone number on the page instantly changes. However, the calls are routed to the original phone number. This allows for unique identification of callers. Calls are recorded to track quality and conversions. 35
ONLINE CHAT Online chat functionality offers hospitals the chance to engage in real time with prospects during key phase of the buying cycle. 36
ONLINE REGISTRATIONS Online registrations offer hospitals the opportunity to convert prospects into patients in real time. This technique can be done via widget tools that plug directly into the hospital s scheduling feature or via callback service after patient completes forms. 37
RESPONSIVE WEB DESIGN: IF GOOGLE LOVES RESPONSIVE SITES, YOU SHOULD, TOO MEMORIAL.ORG
BENEFITS OF RESPONSIVE DESIGN IN CONVERTING PROSPECTS INTO PATIENTS - Campaigns should drive prospects to take action: responsive screens give audiences the simplest means to take an action. - Responsive design offers improved SEO: Google prefers responsive sites and helps improve page ranking - As much as 50 percent of your audience are accessing your site from small screens: optimizing your site for phones allows audiences who are ready to take action to take action. 39
CONTENT/INBOUND MARKETING BEST PRACTICES - Write first for the Web, then for other channels: Publish content weekly. (No exceptions.) - Write from the perspective of the perspective patient. What words/phrases would she use to find your service? - Offer a compelling Call-to-Action (CTA) on every page of your website. The goal of your site is to inform, engage and convert. Give audiences reasons and opportunities to use your brand. - Grow your email database. Conversion is a numbers game. The more email addresses you collect (and purchase), the higher your conversion formula. 40
cross-pollinating your content on the web Email Newsletter (link to event) Pintrest (photo gallery) Facebook Post (Q&A) (original content) Community Magazine Article Twitter feed (with links) Expanded content on website (Q&A with Doctor) Website Blog (links to related content)
MARKETING AUTOMATION Automation software accelerates the conversion potential of traditional Calls-to- Action (CTAs) on websites. Prospects are given tracking codes to monitor their activity on the website over time. Once a prospect opts-in (via CTA) the prospect is identified and the hospital can build the relationship increase conversion potential. 42
LEAD SCORES Prospects are assigned lead scores their relative likelihood of being a qualified patient. These lead scores are based on the activity the prospect demonstrates on the website. Opting in for a cardiac newsletter may be worth 10 points, watching a pre-recorded webcast is worth 15 points, etc. The higher the lead score, the higher the prospect ranks. 43
AUTOMATION PROGRAMS Email campaigns are pre-planned in advance and can be customized based on what the prospect does (or doesn t do). 44
RESPONSE RATES Automation software gives marketers more analytics to evaluate email campaigns, including better A/B testing opportunities. 45
LEAD GENERATION Automation software provides marketers enhanced tracking for new leaders generated along with new opportunities previously undefined prospects that opt-in based on the CTAs provided from the website. 46
MEASURING ROI Automation software integrates with database repositories like SalesForce and can tracked via patient discharge data. Marketers can evaluate their digital campaigns to identify which automation program produces the most financial return. 47
SHIFTING DOLLARS TO DIGITAL - Conduct a media audit: your ad spending, your competition, how your audience uses media. - Determine strategic goals: by service line, market area, demographic. - Conduct a Discovery Session with internal stakeholders: educate audiences on trends in marketing (with emphasis on digital). Prime them that smart, strategic changes are coming. - Learn what your audience wants. Great marketing is about empathy for the customer. Identify what they want and how your system can deliver. (This transcends digital marketing into operations.) 48
SHIFTING DOLLARS TO DIGITAL (continued) - Return to stakeholders with the plan. Position approach as being good stewards of the system s resources. Ask your CEO and board members not to give in to pressure from the newspaper publisher or other squeaky wheels. - Determine how to transfer impressions into actions. Define what actions you want the audience to take and how you will measure this activity. - Launch a pilot campaign: one service line with controls in place to measure. Return to stakeholders with results. 49
Q&A Scott Samples Manager, Marketing Communications Martin Health System (772) 223-4920 Scott.Samples@martinhealth.org J.K. Lloyd President & Co-Founder Eruptr (888) 378-7871 x102 jk@eruptr.com Stephen Moegling Partner, Account Strategy Franklin Street (800) 644-8555 smoegling@franklinstreet.com 50