Learn how to create a digital marketing campaign specifically for healthcare organizations and see an example built-out campaign.

1. Creating the Perfect Healthcare
Digital Marketing Campaign
P R E S E N T E D B Y /
Mandy King, Digital Communication Strategist
Pyxl Knoxville

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Agenda
»» State of the Industry
»» Market Trends
»» Why Digital?
»» Marketing Check-Up
»» Elements of a Perfect Digital
Marketing Campaign
»» Example Campaign

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State of the Industry
»» US Population is over 321 million
»» Total US health expenditures
»» $2.8 trillion in 2013
»» $4.8 trillion by 2021*
(Expected)
»» Digital health funding reached
$4.1 billion in 2014*
*Rock Health

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Market Trends
»» Historically a traditional space
»» Digital’s making inroads
»» EHR – 78% of physicians use any type of EHR*
»» Mobile Device In-Office – 43% of physicians use
mobile health technology for clinical purposes**
»» Digital appointment reminders
»» Wearable tech
»» Remote patient monitoring devices
*HealthIT.gov **Rock Health

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Where’s the Market Headed?
»» Patients expect digital
»» Nearly 61% of patients said digital health services
are important in physician selection
»» 40% of patients ages 25-34 want their physician
to offer online scheduling, while 32.8% want to
view test results and diagnoses online
»» Many organizations are lagging behind
»» Less than 33% of patients said physicians offer
digital services*
*Becker’s Hostpital Review

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Why Digital?
»» Some organizations have already made the move
»» Competition – patients will find an organization or
practice that IS digital
»» Improve patient engagement, experience and
satisfaction
»» In turn, improve health outcomes
»» 73% of physicians belive that it will improve
quality of care provided in the long-term*

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Your Patients Are Online
»» They’re digitally connected throughout
the day, on many different devices
»» They’re searching for information
»» 88% of people looking for health information start
with a search engine*
»» Websites like WebMD see an average of 191
million unique users per month**
»» But, are they finding the right information?
*Google **WebMD

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Your Patients Are Online
»» They’re using multiple devices
»» 247 million people have downloaded a healthcare
app for their personal use*
»» 52% of smartphone owners have used their
phone to look up health or medical information**
*Alega Health **Pew Research

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The Bottom Line
The digital revolution is here,
and healthcare needs to jump
on the bandwagon.

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Marketing Check-Up
»» Has your organization adopted digital marketing yet?
»» Do you have a strategy and goals in place?
»» Think about your digital presence – What does it
include and what is it lacking?
»» How are you reaching your target audience?

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Elements of the Perfect Digital Marketing Program
»» Strategy, goals, and KPIs
»» Clearly defined, detailed audience personas
»» Responsive website
»» Search engine optimized website content
»» Premium Content
»» Consistently updated blog
»» Personalized, segmented email marketing
»» Social media presence & consistent updates
»» Regular analysis of metrics and performance

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»» Set goals – Do you want X amount of new
patients this year? $X revenue from new
pharmaceutical drugs you’re introducing?
»» Strategize activities to meet those goals
Start with a Strategy

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Define Your Personas
»» Who is your target audience?
»» What are they looking for?
»» What questions do they have?
»» What are their pain points?
»» How can your organization
reach and help them?
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Website
»» Welcoming and representative of
your institution
»» Responsive – accessible and easily
viewed from any device
»» Modern design
»» Intuitive navigation and organization –
don’t make people dig for information

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Website
A good first impression.

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Website
A not-so-good first impression.

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Website Content
»» Optimize your website content for
search
»» Remember, the majority of people
looking for health information start at
a search engine
»» Feature physician bios – allow patients
to put a face to a name
»» Consider video
»» Incorporate welcoming imagery

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Premium Content
»» Help establish your
organization as a thought
leader and build trust with
your target audience
»» Fact sheets, checklists,
videos, etc.

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Blog
»» Further contribute to SEO efforts
»» Address your target audience
»» Answer common questions
“ “
“ “

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Email Marketing
»» Personalized
»» Targeted
»» Keep your organization top of mind
»» Provide the right content at the right time
»» Doesn’t stop with potential patients/customers –
delight current patients/customers, too
»» 93% of patients are likely to select a physician who offers
communication via email*
*Becker’s Hospital Review

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Social Media
»» Join the networks that make
the most sense for your
organization
»» Post consistently
»» Respond

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Social Media
»» Get ready for reviews
»» Get found!
»» Over 40% of consumers say that information found via
social media affects the way they deal with their health*
»» 90% of respondents ages 18-24 said they would trust
information shared by others on their social media
networks**
*Mediabistro **Search Engine Watch

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Metrics & Performance
»» What’s working? What isn’t?
»» Consistent reporting
»» Refine your tactics
*Mediabistro **Search Engine Watch

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Example Campaign – Healthy Heart Awareness
»» Let’s say you’re going to run a “healthy
heart awareness” campaign throughout
the month of February
»» The goal of your campaign is to generate
impressions, educate your audience
and encourage people to sign up for
risk assessments
HH

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Healthy Heart Awareness
»» Website
»» Dedicate a portion of your website to the campaign, set
up Call to Actions (CTAs) that lead to premium content
visitors can download and to schedule a risk assessment
»» Premium Content
»» Checklist – “A Heart-Healthy Diet Plan”
»» Fact Sheet – “Healthy Heart Awareness”
HH
3 EASY STEPS

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Healthy Heart Awareness
»» Email Marketing
»» Test different subject lines to encourage email opens
and clicks
»» Send an email on the first day of February that
introduces Healthy heart Month and promotes your
campaign
»» Send periodic emails throughout the month
»» If you already send a weekly/bi-weekly blog digest, make
sure you add the blog posts related to the campaign
»» Promote downloads of your premium content –
checklist, fact sheet, etc.
»» Inform readers about the importance of heart health
»» Provide the option to schedule a risk assessment
HH

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Healthy Heart Awareness
»» Social Media
»» Create images to use in your posts promoting the
campaign – ensure correct image sizes
»» Create an editorial calendar of campaign posts for each
platform for the month of February – ensure they fit in
with your normal posting schedule
»» Use social to promote your blog posts, premium content
pieces and the ability to schedule a risk assessment
HH
HEALTHY HEART AWARENESS
CHECK OUT OUR BLOG
ARE YOU
READY?

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»» Tie it all together!
»» Marketing automation tool (Hubspot, etc.)
»» Reporting and analytics
Healthy Heart Awareness

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““Questions?

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Thank You
Thank You!
Mandy King, Digital Communication Strategist
email | mking@thinkpyxl.com
Want to learn more about the future of healthcare and digital marketing?
Download our white paper, Next Generation Healthcare Marketing.
pyxl.it/nextgenhealthcare