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DIGITAL MARKETING FOR HOSPITALS:
A Patient Centric Approach
Agenda
•  Introduction
•  Setting the Stage: Google Overview of
Healthcare Digital Marketing
•  Evolve Approach to Hospita...
Introduction
•  Morgan Wallace
–  Director of Business Solutions
•  Jesse Eisman
–  Business Development Manager,
North Am...
Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Google Overview of Healthcare Digital Marketing...
Google Confidential and Proprietary 5Google Confidential and Proprietary 5
The traditional path to treatment
stimulus firs...
Google Confidential and Proprietary 6Google Confidential and Proprietary 6Source: Pew Research Center, "The Social Life of...
Google Confidential and Proprietary 7Google Confidential and Proprietary 7
23% booked in person56% called on phone
21% boo...
Google Confidential and Proprietary 8Google Confidential and Proprietary 8
stimulus first moment
of truth
second
moment of...
Google Confidential and Proprietary 9Google Confidential and Proprietary 9
Prospective patients tell us digital matters
Se...
Google Confidential and Proprietary 10Google Confidential and Proprietary 10
Prospective patients tell us digital matters
...
Google Confidential and Proprietary 11Google Confidential and Proprietary 11
Each patient creates a unique search path
Pat...
Google Confidential and Proprietary 12Google Confidential and Proprietary 12
19%
37%
38%
6%
Search paths are highly divers...
Google Confidential and Proprietary 13Google Confidential and Proprietary 13
Prospective patients tell us digital matters
...
Google Confidential and Proprietary 14Google Confidential and Proprietary 14
More mobile patient “moments” than ever befor...
Google Confidential and Proprietary 15Google Confidential and Proprietary 15
The Zero Moment happens across mobile
100% Yo...
Google Confidential and Proprietary 16Google Confidential and Proprietary 16
Prospective patients tell us digital matters
...
Google Confidential and Proprietary 17Google Confidential and Proprietary 17
Where, what, and why they are watching
Where ...
Google Confidential and Proprietary 18Google Confidential and Proprietary 18
Online video drives patients to hospital site...
Google Confidential and Proprietary 19Google Confidential and Proprietary 19
Meet mom-to-be Kelly
Pregnant at advanced mat...
Google Confidential and Proprietary 20Google Confidential and Proprietary 20
Kelly goes online for information and support...
Google Confidential and Proprietary 21Google Confidential and Proprietary 21
As Kelly navigates the maze of digital health...
Google Confidential and Proprietary 22Google Confidential and Proprietary 22
Reach Kelly when she’s searching for you
Your...
Google Confidential and Proprietary 23Google Confidential and Proprietary 23
Reach Kelly while she is researching
Your Hos...
Google Confidential and Proprietary 24Google Confidential and Proprietary 24
Reach Kelly when she is engaging with video
Y...
APPROACH TO 
HOSPITAL MARKETING
Hospitals Can Be
Successful
Online
Evolve Digital Labs has found a
significant gap in communication
between patient and hospital.
How to Improve:
Assess Current
Capabilities
Checklist of Assessing Current Capabilities
1.  Align business goals & online opportunity
2.  Find your most valuable cust...
DigitalReach
Website Features / Functions
Digital Product
Improvement
Patient
Centric
Digital Marketing
Improvement
Digita...
How to Improve
the Product
Three Ways to Improve the Product
1.  Develop Patient-centric content and
functionality
2.  Align communications systems
3...
Digital Product
Improvement
Patient
Centric
Digital Marketing
Improvement
Digital Presence
Improvement
Improve Product
Dig...
How to Improve
Marketing
Four Ways to Improve Marketing
1.  Leverage advantages of online
marketing
2.  Establish a singular brand voice
3.  Integr...
Digital Product
Improvement
Patient
Centric
Digital
Marketing
Improvement
Digital Presence
Improvement
ImproveMarketing
Di...
Case Study

Driving 46% More
Online Leads
Client
Nationally renowned medical
center located in St. Louis,
Missouri – specializing in a narrow
set of procedures
Problem
Client seeing drop-off in online
leads
Proposed Solution
Use digital marketing campaigns
to cost-effectively drive online
leads for procedure
Three Levels of Judging Success
What is happening 
in the campaign?
What is happening 
on the website?
What is happening 
...
Look at the Whole Picture
	
  Clicks	
   20,000	
   10,000	
  
Cost	
  per	
  Click	
   $1.00	
   $2.50	
  
Total	
  Cost	...
Look at the Whole Picture
	
  Clicks	
   20,000	
   10,000	
  
Cost	
  per	
  Click	
   $1.00	
   $2.50	
  
Total	
  Cost	...
Look at the Whole Picture
	
  Clicks	
   20,000	
   10,000	
  
Cost	
  per	
  Click	
   $1.00	
   $2.50	
  
Total	
  Cost	...
Procedures that Ensure Online Success
1. Development of robust lead
tracking process
2. Inform advertising spend
decisions...
Findings
1. Losing free traffic
2. Harder time converting paid
traffic because of new
competition in the market
Low-Hanging Fruit
1.  Increase visibility on more granular
searches (Keyword Expansion)

2.  Prohibit ads from appearing o...
Customer Segmentation by What They are Searching For
Procedure
 Procedure + Cost
Procedure + Location
 Procedure + Brand
Pay Less for Better Customers
1. Customer segmentation
2. More granular and usable data
3. Increased investment on
valuabl...
Robust Lead Nurturing
Site Visitor
“Converts”
Into Lead
Data
Collection
Information
Packet Sent
to Lead
In-Office
Visit
Sch...
Number of Like-Facilities by State
1 


<=3

<=5

>5
Cost per Lead by State
$

$$

$$$

$$$$
Ongoing Optimizations
1.  Lower cost per lead through better
targeting
2.  Based on data generated by campaign,
deliver re...
Outcome
•  46% increase in Online Leads
•  25% decrease in Cost Per Lead
•  30% increase in Conversion
Rate
Next Step
To generate revenue and learn more about
your patient needs, contact us: 
1-844-GoEvolve
morganw@evolvedigitalla...
Appendix
Hospitals Can Be Successful Online
1.  Comprehensive healthcare
2.  Commitment to provide
patients with long-term health
s...
Current Focus of Hospital Websites
1. Medical expertise at hospital
2. Clinical trials
3. Facilities
4. Treatment options
Change in Expectations
	
  	
  
Treating an
immediate
health
problem 
Reducing
future health
risks and
diseases
The right digital tools will
allow healthcare
organizations to more
easily adapt to new
requirements in population
health.
Why Does the
Product Need
Improving?
Why Does the Product Need Improving?
•  Outdated website content
•  Unaligned internal communication
systems – lack of uni...
How to Improve
the Product
Develop Patient-Centric Content and Functionality
•  Include content that speaks to patient
need
•  Incorporate functional...
Align Communications Systems
•  Various service lines, procedures, and
locations often operate as single entities
•  Inter...
Cultivate Digital Talent
•  Invest in your marketing team’s digital IQ
growth
•  Focus recruitment efforts on “digital-
na...
Why Does
Marketing Need
to Improve?
Why Does the Marketing Need Improving?
•  Online marketing failing to reach
potential patients
•  Lack of branding for a s...
How to Improve
Marketing
Leverage Advantages of Online Marketing
•  Online marketing research allows brand
to quickly one in
– The most interested ...
Establish a Singular Brand Voice
•  Consistent voice and imagery across
platforms critical to building trust with
patients...
Integrate Marketing Efforts
•  Utilize digital channels to maximize
return on cross-channel marketing
campaigns
– Understa...
Expect Greater Digital Proficiency from Vendors
•  Capability to partner with internal IT and
marketing teams to drive grea...
Digital Marketing for Hospitals: A Patient Centric Approach
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Digital Marketing for Hospitals: A Patient Centric Approach

An exclusive webinar presented by Google AdWords and Evolve Digital Labs covering:

Valuable Patient Insights: Discover what your most valuable patients do online.

ROI: Learn how to turn paid search into your most profitable marketing channel.

Case Study: See how a world-leading practice generates elective procedure leads online.

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Digital Marketing for Hospitals: A Patient Centric Approach

  1. 1. DIGITAL MARKETING FOR HOSPITALS: A Patient Centric Approach
  2. 2. Agenda •  Introduction •  Setting the Stage: Google Overview of Healthcare Digital Marketing •  Evolve Approach to Hospital Marketing •  Case Study: Reaching the Right People for Less Money
  3. 3. Introduction •  Morgan Wallace –  Director of Business Solutions •  Jesse Eisman –  Business Development Manager, North America Channel Partnerships
  4. 4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4 Google Overview of Healthcare Digital Marketing Setting the Stage
  5. 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5 The traditional path to treatment stimulus first moment of truth second moment of truth
  6. 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6Source: Pew Research Center, "The Social Life of Health Information," Susannah Fox, Sydney Jones Jun 11, 2009; Pew Internet & American Life Project, Health Online 2013 Online is changing that path 2000: 46% of American adults are online 25% of this group has looked for health information online 2013: 83% of American adults are online 72% of this group has looked for health information online
  7. 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7 23% booked in person56% called on phone 21% booking via computer or mobile app/browser Source: 2012 Google/Compete Hospital Study 1 in 5 patients is now booking through non-traditional means
  8. 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8 stimulus first moment of truth second moment of truth The new path to treatment zero moment of truth
  9. 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9 Prospective patients tell us digital matters Search is indispensable in patient journey S e a r c h i m p a c t s b r a n d s Mobile is the patient’s constant companion M o b i l e w i l l b e a s i m p o r t a n t a s d e s k t o p Online Video informs and connects Sight, sound, and motion tell stories & fuels conversions Source: 2012 Google/Compete Hospital Study
  10. 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10 Prospective patients tell us digital matters Search is indispensable in patient journey S e a r c h i m p a c t s b r a n d s Mobile is the patient’s constant companion M o b i l e w i l l b e a s i m p o r t a n t a s d e s k t o p Online Video informs and connects Sight, sound, and motion tell stories & fuels conversions Source: 2012 Google/Compete Hospital Study
  11. 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11 Each patient creates a unique search path Patients used nearly 4k unique search paths, with the top 20 paths representing 65% of all patient paths Source: 2012 Google/Compete Hospital Study
  12. 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12 19% 37% 38% 6% Search paths are highly diverse and comprised primarily of symptoms and conditions terms Branded e.g. [hospital branded term] Symptoms or departments e.g. sore throat, pediatrics Conditions or diseases e.g. arthritis, cancer Treatments or procedures e.g. chemotherapy, dialysis Source: 2012 Google/Compete Hospital Study
  13. 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13 Prospective patients tell us digital matters Search is indispensable in patient journey S e a r c h i m p a c t s b r a n d s Mobile is the patient’s constant companion M o b i l e w i l l b e a s i m p o r t a n t a s d e s k t o p Online Video informs and connects Sight, sound, and motion tell stories & fuels conversions Source: 2012 Google/Compete Hospital Study
  14. 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14 More mobile patient “moments” than ever before Source: Google Internal Data, Jan 2011-Sep2013. Category: Hospitals and Health Clinics. Geo: National. YoY Growth calculated base on Oct 11 – Sep 12 vs Oct 12 – Sep 13. Desktop -1% YoY Mobile +50% YoY Tablet +87% YoY Overall query volume growth: +13% YoY
  15. 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15 The Zero Moment happens across mobile 100% YoY increase in global mobile healthcare app users 125% YoY increase in US mobile users who accessed health info on mobile devices Source: research2guidance, “Mobile Health Market report 2011-2016,” Jan. 25, 2012; (ComScore Data Mine blog, Jan. 16, 2012).
  16. 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16 Prospective patients tell us digital matters Search is indispensable in patient journey S e a r c h i m p a c t s b r a n d s Mobile is the patient’s constant companion M o b i l e w i l l b e a s i m p o r t a n t a s d e s k t o p Online Video informs and connects Sight, sound, and motion tell stories & fuels conversions Source: 2012 Google/Compete Hospital Study
  17. 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17 Where, what, and why they are watching Where they watch 42% Hospital sites 29% YouTube.com What they watch 43% Patient testimonials 32% Patient-generated content Why they watch 64% Obtain information about hospitals 56% Understand complicated treatments and procedures Source: 2012 Google/Compete Hospital Study “Faces of Heart Diseases” “Aortic Valve Surgery: Patient Testimonial”
  18. 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18 Online video drives patients to hospital sites, where they are more likely to convert YouTube traffic to hospital sites has increased 119% YoY 30% of patients who watched an online video booked an appointment Source: 2012 Google/Compete Hospital Study
  19. 19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19 Meet mom-to-be Kelly Pregnant at advanced maternal age At first prenatal doctor’s visit learns that she has greater risk factors because of age After appointment, starts to research hospitals that best meet her needs
  20. 20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20 Kelly goes online for information and support 1 in 4 women have researched their pregnancy online 77% Said expert online advice influenced their health decisions 16% Have communicated with their healthcare provider online 55% Tracked their pregnancy online 40% Connected with other expectant parents on health topics Source: BabyCenter “2013 Dr. Mom Report,” Nov. 8, 2013.
  21. 21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21 As Kelly navigates the maze of digital health content, how do you connect with her?
  22. 22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22 Reach Kelly when she’s searching for you Your Hospital’s Ad Here
  23. 23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23 Reach Kelly while she is researching Your Hospital’s Ad Here Your Hospital’s Ad Here
  24. 24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24 Reach Kelly when she is engaging with video Your Hospital’s Ad Here
  25. 25. APPROACH TO HOSPITAL MARKETING
  26. 26. Hospitals Can Be Successful Online
  27. 27. Evolve Digital Labs has found a significant gap in communication between patient and hospital.
  28. 28. How to Improve: Assess Current Capabilities
  29. 29. Checklist of Assessing Current Capabilities 1.  Align business goals & online opportunity 2.  Find your most valuable customer 3.  Discover the market size & opportunity 4.  Define barriers to growth 5.  Deliver competitive intelligence 6.  Develop digital governance & standards
  30. 30. DigitalReach Website Features / Functions Digital Product Improvement Patient Centric Digital Marketing Improvement Digital Presence Improvement
  31. 31. How to Improve the Product
  32. 32. Three Ways to Improve the Product 1.  Develop Patient-centric content and functionality 2.  Align communications systems 3.  Cultivate digital talent
  33. 33. Digital Product Improvement Patient Centric Digital Marketing Improvement Digital Presence Improvement Improve Product DigitalReach Website Features / Functions
  34. 34. How to Improve Marketing
  35. 35. Four Ways to Improve Marketing 1.  Leverage advantages of online marketing 2.  Establish a singular brand voice 3.  Integrate marketing efforts 4.  Expect greater digital proficiency from vendors
  36. 36. Digital Product Improvement Patient Centric Digital Marketing Improvement Digital Presence Improvement ImproveMarketing DigitalReach Website Features / Functions
  37. 37. Case Study Driving 46% More Online Leads
  38. 38. Client Nationally renowned medical center located in St. Louis, Missouri – specializing in a narrow set of procedures
  39. 39. Problem Client seeing drop-off in online leads
  40. 40. Proposed Solution Use digital marketing campaigns to cost-effectively drive online leads for procedure
  41. 41. Three Levels of Judging Success What is happening in the campaign? What is happening on the website? What is happening to the financials? 1 2 3
  42. 42. Look at the Whole Picture  Clicks   20,000   10,000   Cost  per  Click   $1.00   $2.50   Total  Cost   $20,000   $25,000   Conversions   1,000   1,750   Cost/Conversion   $20   $14.29   Revenue   $100,000   $175,000   Same Service Line Campaign A Campaign B
  43. 43. Look at the Whole Picture  Clicks   20,000   10,000   Cost  per  Click   $1.00   $2.50   Total  Cost   $20,000   $25,000   Leads   1,000   1,750   Cost/Lead   $20   $14.29   Revenue   $100,000   $175,000   Same Service Line Campaign A Campaign B
  44. 44. Look at the Whole Picture  Clicks   20,000   10,000   Cost  per  Click   $1.00   $2.50   Total  Cost   $20,000   $25,000   Leads   1,000   1,750   Cost/Lead   $20   $14.29   Revenue   $100,000   $175,000   Net  Gain   $80,000   $150,000   Same Service Line Campaign A Campaign B
  45. 45. Procedures that Ensure Online Success 1. Development of robust lead tracking process 2. Inform advertising spend decisions through tracking
  46. 46. Findings 1. Losing free traffic 2. Harder time converting paid traffic because of new competition in the market
  47. 47. Low-Hanging Fruit 1.  Increase visibility on more granular searches (Keyword Expansion) 2.  Prohibit ads from appearing on particular searches (Negative keywords)
  48. 48. Customer Segmentation by What They are Searching For Procedure Procedure + Cost Procedure + Location Procedure + Brand
  49. 49. Pay Less for Better Customers 1. Customer segmentation 2. More granular and usable data 3. Increased investment on valuable terms
  50. 50. Robust Lead Nurturing Site Visitor “Converts” Into Lead Data Collection Information Packet Sent to Lead In-Office Visit Scheduled In-Office Visit Not Scheduled Surgery Scheduled Feed Outcomes into CRM Feed Outcomes into CRM
  51. 51. Number of Like-Facilities by State 1 <=3 <=5 >5
  52. 52. Cost per Lead by State $ $$ $$$ $$$$
  53. 53. Ongoing Optimizations 1.  Lower cost per lead through better targeting 2.  Based on data generated by campaign, deliver relevant content to most valuable customer segments
  54. 54. Outcome •  46% increase in Online Leads •  25% decrease in Cost Per Lead •  30% increase in Conversion Rate
  55. 55. Next Step To generate revenue and learn more about your patient needs, contact us: 1-844-GoEvolve morganw@evolvedigitallabs.com
  56. 56. Appendix
  57. 57. Hospitals Can Be Successful Online 1.  Comprehensive healthcare 2.  Commitment to provide patients with long-term health solutions
  58. 58. Current Focus of Hospital Websites 1. Medical expertise at hospital 2. Clinical trials 3. Facilities 4. Treatment options
  59. 59. Change in Expectations     Treating an immediate health problem Reducing future health risks and diseases
  60. 60. The right digital tools will allow healthcare organizations to more easily adapt to new requirements in population health.
  61. 61. Why Does the Product Need Improving?
  62. 62. Why Does the Product Need Improving? •  Outdated website content •  Unaligned internal communication systems – lack of uniformity and collaboration •  Increased need for digital talent
  63. 63. How to Improve the Product
  64. 64. Develop Patient-Centric Content and Functionality •  Include content that speaks to patient need •  Incorporate functionality that serves purpose •  Translate offline experience marketing to your website
  65. 65. Align Communications Systems •  Various service lines, procedures, and locations often operate as single entities •  Internal communication breakdowns can mirror external breakdowns to patients •  Focus on robust interaction between all parts of network
  66. 66. Cultivate Digital Talent •  Invest in your marketing team’s digital IQ growth •  Focus recruitment efforts on “digital- natives”
  67. 67. Why Does Marketing Need to Improve?
  68. 68. Why Does the Marketing Need Improving? •  Online marketing failing to reach potential patients •  Lack of branding for a singular “voice” •  An increased demand for a higher level of digital expertise and support from vendor partners
  69. 69. How to Improve Marketing
  70. 70. Leverage Advantages of Online Marketing •  Online marketing research allows brand to quickly one in – The most interested audience – Key content and information audience is seeking
  71. 71. Establish a Singular Brand Voice •  Consistent voice and imagery across platforms critical to building trust with patients •  Move away from legacy naming conventions and create singular brand – no matter the number of locations
  72. 72. Integrate Marketing Efforts •  Utilize digital channels to maximize return on cross-channel marketing campaigns – Understand patient needs and behaviors – Optimize spend across channels
  73. 73. Expect Greater Digital Proficiency from Vendors •  Capability to partner with internal IT and marketing teams to drive greatest benefit from initiatives •  Understanding of true KPIs from digital campaigns

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