Marketing Your Robotic Surgery Program on the Web
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Sy Saliba, Senior VP of Marketing and Planning for Florida Hospital, presents learnings and 1 year results of marketing the Global Robotics Institute online.
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Marketing Your Robotic Surgery Program on the Web
- 1. Using the Web to Promote Your Program Sy Saliba, PhD SVP, Marketing & Planning Florida Hospital 1
- 2. Summary ๏ Marketing Strategy ‣ The Audiences ‣ The Marketing Mix ‣ Approaches ๏ Our Results at 1 Year 2
- 3. Marketing Strategy: The Audiences ๏ Patients & Caregivers ๏ Referring Physicians ๏ General Community ๏ Internal / Hospital Community 3
- 4. Assumption It’s All About the Patient ๏ Prostate Patients Driven by Fear - Impotence and Incontinence ๏ Prostate Patients Will Travel for Treatment ๏ Prostate Patients Search for Treatment Information ๏ Prostate Patients Use the Web for Searching ๏ Prostate Patients Will Seek a Credible Solution ‣ Value Outcome Data ‣ Trust Successfully Treated Patients 4
- 6. The Marketing Mix Physician 4% Interactive 44% Directed 53% Directed Interactive Physician 5
- 7. Media Vehicles ๏ Directed ‣ Print (Orlando, Tampa, Jacksonville, Miami) ‣ Radio (Orlando, Tampa, Jacksonville, Miami) ‣ Events ๏ Physician ‣ Dinners / CME Events ‣ Direct Mail ๏ Interactive (Almost 50%) ‣ New Website ‣ Google PPC Campaign ‣ Web Banner Advertising 6
- 10. The Shifting Landscape 8
- 11. The Shifting Landscape ) rs (PWC eCoope aterhous by Pricew ducted eport con R Revenue vertising net Ad IAB Inter 8
- 12. The Shifting Landscape ) rs (PWC eCoope aterhous by Pricew ducted eport con R Revenue vertising net Ad IAB Inter 8
- 13. 9
- 14. 9
- 15. 9
- 16. Web Priority Request Appointment ๏ The Building Blocks ‣ Alleviate Fears ‣ Educate and Inform ‣ Demonstrate Expertise • Outcomes - da Vinci • Patient Testimonials 10
- 17. Req. Appt.
- 19. Req. Appt.
- 21. Promoting the Website ๏ Search Engine Marketing ๏ Organic ➡ Keyword Research ➡ Meta Tags ๏ Pay Per Click ๏ Banner Advertising ๏ Directed Marketing 15
- 22. Promoting the Site - Organic (1-Yr. Growth) 1/08 - 4/09 Daily Visitors 100-300 16
- 23. Promoting the Site Pay Per Click Advertising ๏ Ability to Geotarget to Zip Code ๏ “Just In Time” Advertising Tip: Allocate time and resources to understand the search patterns of your market 17
- 24. Promoting the Site Pay Per Click Advertising ๏ Ability to Geotarget to Zip Code ๏ “Just In Time” Advertising Tip: Allocate time and resources to understand the search patterns of your market 17
- 25. Web Stats Year One In Review ๏ 82,650 Visits ๏ 63,590 Unique Visitors (people) ๏ 343,000 Page Views ๏ 713 Contacts Received ๏ 192 Surgeries* ๏ 27% Conversion Rate *Web Reported as Primary Source of Referral by Patient 18
- 26. Traffic Sources ๏ google (cpc) 26,723 ๏ google (organic) 22,692 ๏ direct 12,504 ๏ msn 2,221 ๏ yahoo (organic) 2,221 19
- 27. Contact Submission Sources Referrer #Completed Conversion Rate Webforms davinciprostatectomy.com 10 3.76% davincisurgery.com 6 2.76% aol / organic 19 2.17% yahoo / organic 27 1.22% 256 google / organic 1.13% flhosp.org / referral 5 0.97% live / organic 10 0.95% 101 (direct) / (none) 0.81% floridahospital.com 5 0.81% celebrationhealth.com 12 0.7% msn / organic 15 0.68% 160 google / cpc 0.6% orlandosentinel.com 5 0.32% 20
- 28. Directed Marketing 21
- 29. Radio GRI testimonial 22
- 30. Print Ads 23
- 31. Print Collaterals 24
- 32. Print Collaterals 25
- 33. Patient Education 26
- 34. Physician 27
- 35. Symposium 28
- 36. PR / Media 29
- 37. PR / Media ๏ One Month - 484,000 Impressions 29
- 38. Community 30
- 39. Community 30
- 40. Results - Call Volume Print 100 97 Web 91 86 85 Radio 79 75 74 69 58 50 Calls 42 Print Campaign Web Campaign 25 27 25 Radio Campaign WRUS Physician Marketing 0 * February March April May June July August Sept Oct Nov Dec *New Urology Campaign Begins: Impact of calls to surgery is six weeks.
- 41. Physician Relationships ๏ Mailers ๏ CME Meetings ๏ Ongoing Physician Cultivation ๏ World Robotic Urology Symposium 32
- 42. 2008 in Review (Physician Focus ) ๏ Referral Notes: ๏ 300+ Referrals from 160 individual Urologists in Florida ๏ 55 Referrals from 17 Event attendees (Excluding WRUS) ๏ 38 Referral from 15 WRUS attendees (Attended WRUS only)
- 43. Results 34
- 44. Results - Surgery Volumes Trend 90 82 68 60 54 56 54 50 49 46 45 45 36 36 36 40 39 33 33 33 33 34 33 34 32 34 34 23 Dec 0 Nov October Sept August * July June May April March February January Budget Actual
- 45. Results Market Share 63.6 94.1 36.4 5.9 January - June 2007 January - June 2008 FH All Others * Celebration market share for Uro-oncology among tri-county hospitals regardless of patient origin Source: AHCA
- 46. Awards Health Care Standard of Excellence Web Marketing Awards Best Design: Hospital Sub-site / Center of Excellence !quot;#$#%&'(&)*%+,(-.-/-&# ,0123456 Healthcare Leadership Awards 78-$-&#-'*#! /39:+0;<4* =60>3:5*,0123456 =!8 =60>3:5*,0123456* )60?56*80?043@1*(91434A4<*B<?134< Outstanding Achievement C C CD E 6 0 ? 5 6 > 0 ? 0 4 3 @ 13 9 1 4 3 4 A 4 < D @ 0 ; '5F3:*!5G6<H*I*=60>3:5*,0123456*7>0J<@4*K<5: Interactive Media Awards L<9:>5*#5>?0M*I*7>0J<@4*/595E<> 37
- 47. Questions? Download this Presentation www.globalroboticsinstitute.com/private or search “Robotic Surgery”on www.slideshare.com 38
Notas del editor
- Intuitive has been studying patient behavior via our web site and here’s what we’ve learned: We drive traffic to our site with search engine optimization and search engine marketing programs (SEO/SEM) Visitors to the site engage in specific “conversion” activities that lead to cases You web presence is extremely important for your hospital and da Vinci surgeons. Search Engine Optimization (SEO) is the use of keywords and meta tags in web content and geographic location so that search engines can “find” and “map” content for relevant searches; results appear on the left side of the page and are sometimes referred to as “natural or organic” results. Being listed on the first page as a top search result is highly desirable to feed the funnel. Search Engine Marketing (SEM) is sometimes referred to as “ad word buying.” You can “bid” to get mini ads appear on the right hand side of a search result when someone types in specific keywords into a search engine. ISI bids on specific dVS related (symptoms, conditions, treatments) key words in Google, Yahoo and MSN; ISI spends well over $100k each year to drive traffic to web sites and specific pages which feed the funnel, which you can leverage at your own hospital or practice.