During this Bluespire TrendLab webinar, our experts dive into consumer preferences when it comes to digital marketing and discuss the latest technology trends/examples. Main themes of the webinar included: • Review of insights from exclusive property research, focusing on how consumers are engaging with healthcare organizations on websites, mobile applications, email and more • The newest trends with websites, including speed, security and Parallax design • The importance of understanding the local search and PPC landscape, along with being focused on mobile optimization • Where digital is headed in terms of healthcare budgeting and technology

1. Digital is the New Traditional
(and the trends that make it so)

2. Welcome
Today’s presentation is brought to you by
Bluespire Marketing
2

3. Featured Presenters, Speakers
Kimberly Morgan, Vice President of
Healthcare Strategy
Jackson Eng, Interactive Account
Manager
Jeff Nolan, Senior Account Executive –
Healthcare Market
3

4. Agenda
Insights from Bluespire’s Proprietary Study
What’s New with Websites?
The Local Search/Social Landscape
Where Digital is Headed
Recommendations
Wrap-up / Questions
4

5. INSIGHTS FROM BLUESPIRE’S
PROPRIETARY STUDY

6. The Opportunity
23.80%
16%
23.80%
20%
17%
3 hours or more
2 hours to less than 3 hours
1 hour to less than 2 hours
30 minutes to less than an hour
30 minutes or less
64% of respondents spend 1
hour or more with a specific
company’s app(s), social site(s)
or website.
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7. Healthcare Interactions
7
27.70%
43.70%
52.80%
56.20%
53.30%
49.50%
63%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
Health & Fitness
Clothing & Retail
Food & Drink
Financial
News
Entertainment
Games
What types of companies do you interact with at least once
per week?

8. Patient Experience Matters
8
11.7%
10.5% 9.8%
7.3% 7.3% 6.8%
5.8%
17.5% 17.1%
7.5% 7.0% 6.6% 6.6%
4.9%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
What feature do you like least?
What features do you like most?

9. Healthcare Engagement with Apps/Websites
9
45.30%
54.70%
33.00%
67.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Yes No
2014
2015

10. Healthcare Engagement with Apps/Websites
10
26.50%
44.10%
22.10%
7.40%
28.30%
40.40%
27.30%
3.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Everyday A few times a
week
A few times a
month
A few times a
year
2014
2015

11. Mobile Healthcare Preferences
11

12. Most Important for Email
12
54.0%
51.7%
42.0%
39.7% 39.3% 38.3%
31.0%
24.7%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
2015

13. WHAT’S NEW WITH WEBSITES?

14. Catch Me If You Can: Website Speed
14
47% of people expect a Web page to
load in two seconds or less
40% will abandon a page if it takes more
than three seconds to load
50% of mobile users will abandon a page
if it doesn’t load in 10 seconds
Three in five won’t return to the site

15. What’s Slowing You Down?
15
CMS plugins
Not optimized properly for images
Flash/JavaScript-based functionality
Poor quality CSS
Poorly-written server side code
SQL queries
Old versions of server (side software)
Inefficient server (side caching)

16. Measurement Tools
16

17. The State of Web Security
Biggest threat to websites: theft of data
Website risks are often being ignored
No accountability for Web security
Insufficient resources allocation
17
33%
67%
Is the level of your website security budget sufficient?
Yes
No

18. Security Quick Wins
18
Defending against hackers
Conduct regular and automatic patching
Update your browsers
Train employees and show them potential dangers
Change HTTP to HTTPS

19. Thinking Big Picture
19
Organizational governance structure
Corporate information security policy
Policy
Standards
Procedures
Documentation
Data encryption and handling

20. Parallax: Scrolling
20

21. Parallax: Scrolling
21

22. Parallax: Depth
22

23. Parallax: Animation
23

24. Poll: Does Parallax have any impact
on healthcare?
24
1. It will change what consumers expect, but
isn't viable in any way for healthcare orgs.
2. We may incorporate elements of Parallax for
a microsite or landing page, but not our main
website.
3. Our next website might carry some elements
of Parallax.
4. Our next website will carry every element of
Parallax.

25. LOCAL SEARCH LANDSCAPE

26. Owning the Local Landscape
Local search made a major shift in 2015
with the Google’s Pigeon update
Owned local content vs. local listing citations
Location and proximity is a bigger factor
in top mobile results
Consistency in name, address, phone
and URL must be addressed
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27. Local Search Leads to Action
27

28. Own Your Results
Make it easy for patients
to find facilities
Provide click to call and
location information in
SERPs & on-site
Leverage RWD to
provide ease of access
for all devices
Optimize service line
content at location level
28
Click to call
in PPC
Easy
access to
locations
Click to
call on site
Pertinent info
displayed

29. Mobile-first is Google-friendly
GoogleBot needs to detect that
the site:
Avoids software that is not
common on mobile devices,
like Flash
Uses text that is readable
without zooming
Sizes content to the screen
so users don’t have to scroll
horizontally or zoom
Places links far enough apart
so that the correct one can
be easily tapped
29Source: http://searchengineland.com/google-officially-launches-mobile-friendly-labels-mobile-search-results-208949

30. Mobile Matters
Real estate is limited
Need to cover bases
Organic, PPC, Local, Directories
Use schema markup for
locations/nearest location
Proximity is a factor
Provide content in mobile
hierarchy
30

31. Mobile Drives Acquisition
31
68%
of consumers on smartphones used
the get directions or call button on a
smartphone local listing.
61% of mobile searches result in a phone call
70%
of mobile searchers have used the
call button directly from Google ads
to call businesses
Source: Google

32. Optimize the Local Ecosystem
Consistency is critical
across all channels
Organization’s Website
Local Search
Local Directories/Listings
Physician Directories
83% of patients use
Google to find a doctor
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33. Quick Tips
Follow retail approach to
optimizing location and
details on-site
Ensure top local listings and
directories for industry exist
and are accurate
Take ownership of all local
listings
Optimize for mobile
33

34. WHERE DIGITAL IS HEADED

35. Digital Budget as % of Company Revenue
2.4
2.3
2.8
3.9
2.5
2.2
2.5
0 1 2 3 4 5
Financial
Services/Insurance
High-tech
Manufacturing
Media
Retail
Healthcare
TOTAL
By Industry
By Industry
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36. Changes in Digital Spend
8.20%
9.00%
7.40% 7.70%
8.20%
10.80% 10.70%
11.50% 11.20%
9.00%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Overall B2B
Product
B2B
Services
B2C
Product
B2C
Services
Feb. 2014
Aug. 2014
Source(s): The CMO Survey, 2014 (http://cmosurvey.org/files/2014/09/The_CMO_Survey-Highlights_and_Insights-Aug-2014.pdf) 36

37. 70/20/10 Rule
70% Traditional
“Traditional” or “low-risk” marketing initiatives
Low-risk = you know they work
Day-to-day activities no one questions
20% Innovation
Proven to work in “traditional” but targeted to specific audiences
Blogs for service lines/boosting SEO or digitizing patient instructions
10% Experimental
“Fail fast” with new initiatives like Google Helpouts
If successful, could become part of the 20% or 70% eventually
Source(s): http://haleadvisors.com/what-coca-cola-can-teach-hospitals-about-marketing-budgets/ 37

38. Modernizing the Healthcare Consumer Experience
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39. Beacons - Healthcare
Beacons are a low-cost piece of hardware that use
battery-friendly, low-energy Bluetooth connections to
transmit messages directly to a smartphone or
tablet.
Next Big Thing: Beacons: What They’ll Do For Retail
Patient information
Equipment tracking
Staff tracking
Hospital navigation and contextual information
Automated check-in for regular patients
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40. FINAL RECOMMENDATIONS

41. What’s a Healthcare Marketer To Do?
1. Stay on top of
consumer trends in
order to advocate for
your audience—and
what they need from
your organization.
2. Commit your org to
gaining a deeper
understanding of your
core users and identify
opportunities to better
serve their needs.
3. Catalog outcomes and
map those outcomes
to current product and
service offerings.
4. Don’t underestimate
the significance of the
mobile channel. Make
every experience
mobile.
5. Seek to automate
tedious manual
processes.
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42. A Parting Thought for the To Do List
Watch for Bluespire’s Springboard …
coming April 2015.
What can you expect?
Assess your current capabilities
Determine a roadmap for your dollars
Identify where you’re having the most impact
Share marketing insights with your ELT
Partner with Bluespire to gain traction in
opportunity areas
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43. WRAP-UP / QUESTIONS

44. Thanks for joining us today!
Join Us for the Next Quarterly
TrendLab Webinar …
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Content Trends for Highly Regulated Industries
Thursday, June 18, 2015
2 p.m. EST / 1 p.m. CST / 11 a.m. PST
Content is King:
Wear the Crown with Ease

45. Questions? Discussion?
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