Proceed Until Aprehended: The Convergence of Search, Social and Content
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Dawna Jarvis and Kalee Wombacher of Via Christi Health presented on integrating search, social media, and content to drive leads and conversions. They discussed understanding patient online behaviors, building a social media presence, creating health-focused videos and blogs, and driving offline campaigns online through multiple touchpoints. Their bariatric surgery and weight management campaigns led to significant increases in inquiries, orientations, patients, and revenue. They emphasized re-purposing content across channels and patience to see results.
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Proceed Until Aprehended: The Convergence of Search, Social and Content
- 1. Proceed Until Apprehended The Convergence of Search, Social and Content Dawna Jarvis, Digital Director Kalee Wombacher, Digital Marketing Specialist Via Christi Health Moderator: Andrea Sobotor Manager, Optimization Services - MEDSEEK Comment on Twitter using #eHCC Follow us @ViaChristi
- 2. About Dawna and Kalee Dawna Jarvis, Digital Director Kalee Wombacher, Digital Marketing Specialist a.k.a. Dynamic Duo Mantra: Proceed Until Apprehended (OR: ask forgiveness, not permission) 2 #eHCC @medseek
- 3. About Kansas-based Catholic Health System • 12 hospitals • 16 senior villages • 94 points of patient access • 300 physicians • 10,000 employees 3 #eHCC @medseek
- 4. What You Will Learn From This Session Integration of Offline and Online SEO ROI Social Media Assets 4 #eHCC @medseek
- 5. Social Facts Facebook will reach 143.4 M in the US in 2012, up 8.2% from 2011. About 2/3 of web users will use social networks in 2012. More than 90% of social network users will be on Facebook in 2012. Source: Hubspot 5 #eHCC @medseek
- 6. Challenge(s) Via Christi Health Faced Stale content Digital void in campaigns Vacuum in local health news 6 #eHCC @medseek
- 7. Result(s) Via Christi Health Sought Digital-centricity Cross-platform Integration Growth of external audience with expanded storytelling Regional Online Health Authority 7 #eHCC @medseek
- 8. Understanding the Patient Where are they and what are they doing 8
- 9. Meet Tina • 40-year-old divorced mother with two middle school kids • Career woman • Parents still live in Wichita • Healthy, active and interested in prevention and wellness • Takes care of kids’ and parents’ and her own medical care • Researches medical conditions on WebMD, Dr. Oz, Google and various discussion boards. • Physician referral from friends and colleagues 9 #eHCC @medseek
- 10. Channel Importance 10 #eHCC @medseek
- 11. Where are our patients online? 11 #eHCC @medseek
- 12. Meeting the Patient Online 12
- 13. Social Media Footprint People are not listening to you, they are listening to what other people are saying about you. Join the conversation! 13 #eHCC @medseek
- 14. How are we using social media • Customer service • Community outreach • Education • Media relations • Crisis communications • Recruiting • Brand monitoring 14 #eHCC @medseek
- 15. Video Footprint Health-focused messaging Video Strategy: • Patient stories • Physician interviews • Wellness information • Community events • Feel good 15 #eHCC @medseek
- 16. Blogging Footprint Frequent Updates from Experts Reach: 2,100 UV/mo Engagement: 2 min 16 #eHCC @medseek
- 17. Marketing and Digital Come Together 17
- 18. Integration: Offline to Online Weight Loss and Bariatric Surgery Campaign Jan 1 – Mar 1, 2012 18 #eHCC @medseek
- 19. Success KPIs • Reach • Engagement • Frequency 19 #eHCC @medseek
- 20. Media Touchpoints It takes18+ touchpoints to convey your message. 5 place in will take of them the 48 hours prior to conversion. 20 #eHCC @medseek
- 21. Typical Lead Generation vs. Via Christi All Inquiries Sales Ready Leads 39% Conversions 29% 21 #eHCC @medseek
- 22. Bariatric Surgery Results 52 call center inquiries • 225% lift MOM 33 orientations • 1000% lift MOM • 63.5% Yield 16 new patients in January $217,632 revenue • ROI 269% • Conversion Rate: 48.5% 22 #eHCC @medseek
- 23. Weight Mgmt Campaign (aka Gravy Train) 20 new patients in January 102 call center inquiries • 343% lift MOM 79 in-person orientations • 365% lift MOM $30,000 potential revenue • Marketing ROI 332% 23 #eHCC @medseek
- 24. Bottom Line Leads CPL 350 $200 300 $160 250 200 $120 150 $80 100 $40 50 0 $- 2011 2012 January February March Cost 24 #eHCC @medseek
- 25. Tips and Hints Re-purpose everything! Align channel to message Conduct keyword research FIRST Set up conversion goals Patience and persistence Proceed until apprehended 25 #eHCC @medseek
- 26. What We’d Do Differently Bring in SEO sooner Monitor in-page analytics Tweet and post more often Engage physicians 26 #eHCC @medseek
- 27. People-Powered Optimization 27 #eHCC @medseek
- 28. Dawna Jarvis and Kalee Wombacher Via Christi Health www.viachristi.org
Notas del editor
- Andrea’s Introduction: Survey question: How many of you are actively using Social Media? (set-up through Mandi Coker) Via Christi’s presentation today speaks to the convergence of search, social and content within the online space. The Search Engine Optimization best practices of yesterday are in no way the best practices of today, much less tomorrow. To establish a website on prominent results pages of popular search engines and to ensure it stays there now requires leveraging “people-powered optimization.” Traditional SEO begins with content. Content is what engines crawl and parse from your website to deliver relevant results to your potential patients. “Quality content” means bringing something informative or educational to the table to enlighten and delight your consumers. When you do that, you harness the true power of “people-powered optimization” – enabling your audience to share, promote and, most importantly, buy your services. Changes to search engine algorithms to incorporate social has everyone talking. The growing impact of social media on search rankings suggests that marketers will have to harness both search marketing and social media marketing to come out ahead. With a hyper-sensitivefocus on the user, today’s digital landscape is defined by personalization. Major search engines drew lines in the sand last year integrating social signals into their ranking algorithms. This means that the recommendations from your friends will garner higher placements in your personalized search results. While this process continues to be refined, the simplest way to capitalize on the personalization push today is through social media. This “people-powered optimization” is vital to your website and to your business. From Facebook to Google+, the SEO that builds relationships is the SEO that gets the best results.
- Speaker: Andrea to introduceOddly enough these two are so connected they actually showed up at work one day dressed alike.
- Speaker: DawnaVia Christi HealthCatholic Health System12 fully/partially owned or managed hospitals16 owned or managed senior villagesHome health and home medical servicesAmbulatory surgery and imagingVia Christi Health employs 300 physiciansLargest health system in Kansas with more than 90 points of access; 10,000 employees.
- Speaker: DawnaBenefits of integrating print and web campaigns.SEO’s impact on the marketing campaign’s ROI.Social media assets and how to use them.
- Speaker: DawnaHubspothttp://blog.hubspot.com/blog/tabid/6307/bid/30495/25-Eye-Popping-Internet-Marketing-Statistics-for-2012.aspx#ixzz1r4y7zTa6
- Speaker: DawnaWebsite and social media lacked fresh contentMarketing campaigns lacked a digital componentLocal paper’s medical writer was laid off creating a vacuum of health news in Wichita.
- Speaker: DawnaBecome digital-centric, storytelling news team.Limited staff meant retraining to online storytelling and optimizationTarget key audiences with content in print and online: women, boomers-seniors, physicians and employees.Expand content on viachristi.org and grow our external audience.Expand video storytelling for internal and external audiences.Become the first choice for health news in Wichita and Kansas.
- Speaker: Dawna
- Speaker: Dawna40-year old divorced mother with two middle school kids.Career woman.Parents still living in Wichita.Healthy, active and interested in prevention and wellness.Takes care of kids’ and parents’ and her own medical care.Researches medical conditions on WebMD, Dr. Oz, Google, and various discussion boards.Physician referral from friends and colleagues.
- Speaker: KaleeFrom mobile to social, the emergence of a variety of new touchpoints allows consumers to express opinions, indicate preferences and derive satisfaction from a brand’s products like never before. There’s also an opportunity to deepen the dialogue and lengthen the time in which brands and consumers can interact. Engagement isn’t just about using the a channel to spread the message, it’s about the consumer’s relationship with a brand, his or her ability to choose how and when to engage and the value each channel represents. Search 58.5% (87,594)Referral 13.19% (19,736)Direct 28.2% (42,226)Campaigns .04% (58)Jan1-Feb29 20121. When asked what sources “influence your decision to use or not use a particular company, brand or product,” 71 percent say reviews from family members or friends exert a “great deal” or “fair amount” of influence. (2)2. Ninety percent of consumers online trust recommendations from people they know; 70 percent trust opinions of unknown users.(3)2 Whitney Heckathorne, Marketing Manager, Harris Interactive, The Harris Poll #74, June 3, 2010.3 Jake Hird, Senior Research Analyst, Econsultancy, “Online Consumers Trust Real People, Not Companies,” July 8, 2009.Engagement Philosophy: While the Engagement Elements ranked in the same order across all age groups, the Transitionals statistically were not as interested in feeling Valued, or in Efficiency or Trust as the younger demo. In fact, the 45+ group and the 25-34 year-old group agreed on the statistical importance of only one Engagement Element—Relevance.Engagement Channels: The disconnect between engagement philosophy and channel use holds true across all age groups, yet The Transitionals are still particularly worth looking at because for them it is more pronounced. Additionally, they show a bigger disconnect between the new channels they adopt and the ones they use when they are trying to engage with a brand. While those in the 45+ group steer clear of services like Yelp, Facebook and mobile applications, The Transitionals are much more likely to use these channels. The Transitionals are also less likely to use channels that are still popular with the 45+ group, like the phone, email and postal mail.
- Speaker: DawnaOnline Health Resources Information80% of users search for health information66% look online about specific diseases or medical information60% of patients said the health information they found online affected their treatment decisionsSocial Media60 M use social media to share health experiences1,200 Facebook communities for chronic illnessMobile57% of US adults go online with wireless connections
- Speaker: Kalee
- Speaker: KaleeTo say the least, the number of places where your customers can—or may want to—engage with your brand has exploded, even in the last two to three years. So, if some customers use channels they find efficient, while others use ones they find relevant, how do you make sense of these divergent touchpointsand the disparate reasons customers gravitate to them? With sustained engagement across channels,you can increase sales, decrease churn, and, most importantly, transform consumers into brand advocates through exceptional engagement experiences.Via Christi is on:TwitterFacebookGoogle +YouTubeLinkedInFoursquarePinterestSlideshareWikipediaBlog (Women’s Connection)
- Speaker: KaleeCustomer service – can be an early warning for issuesCommunity outreach – engage with communityEducation – extend existing programsMedia relations – engage mediaCrisis communications – make sure your story is heardRecruitment – attract new employeesBrand monitoring – know what others are saying about you
- Speaker: KaleeA message focused on health and wellness is a message relevant to a lot more people, building their awareness, perceptions, usage and loyalty.Strategies for videos:Patient storiesPhysician interviewsWellness informationCommunity eventsFeel good
- Speaker: KaleeVia Christi Women’s Connection is updated twice daily with expert insights from across all ministries. 2:15 min = forever in dog yearsRecency / freqGeneral health informationCurrent national health newsPatient storiesRecipesLocal wellness informationCommunity eventsWomen’s luncheonPhysician blogsAverage 2100 visitors per month spending 2 minutes on the site.
- Speaker Kalee:Believing in and taking chances on a company is contingent upon trust. DMNews said it best, “Marketers must show their customers respect while earning their trust. This means understanding what truly interests them and not simply inundating them with material that you know is just advertising in disguise.”Knowing that our users were integrated into the social space, our message had to be “real”, otherwise, our patients would call us out. We blocked “marketing” from being a blog contributor.
- Speaker: DawnaQUESTION: How much overlap between platforms? Any way to estimate? Weight Loss and Bariatric Surgery CampaignJanuary 1 to March 1, 2012Website banner with campaign landing pageVideoBlog PostsTwitterFacebookQR CodesNewspaper AdsBillboardsAll CTAs for web interaction directed user to viachristi/weightlossQR Code = 147 mobile views video of the 388 total video views (__%)
- Speaker: DawnaQUESTION: How many returning visitors? % of whole? Did they drill down farther into the content? Weight Loss and Bariatric Surgery CampaignJanuary 1 to March 1, 2012viachristi.org/weightloss1,152 Unique Visitors1,570 PageviewsTime on site 2:12Click on bariatric link 22.5%Click on weight management link 16.8%Click on caregiver stories 18.2%YouTube Total Views 388Mobile Access - 147 Viachristi.org – 106Facebook – 84Local news station – 10FacebookQR CodesTwitter
- Speaker: Andrea Media Consumption Over Time*Most advertisers made their first contact with converters months prior to the conversion. Using a full 90-day look back, converters experienced a median of 18.5 ad events. The amount of advertising exposure is quite high in the last few days before a conversion. Consumers amass a median of 5.5 events in the final 48 hours before conversion alone. It doesn’t take a business analyst to realize that the more efficient route – in terms of delivery and cost – is through online marketing. Measuring only campaign metrics in a conversion history conceals the true length of the relationship an advertiser has with each consumer. When we focus our view on individual converters’ histories and apply the funnel concept to their ad consumption, we discover that their histories are much longer and richer than typically assumed. These results confirm other research showing that advertising reaches consumers from multiple advertising campaigns and across channels.Search engines promote information gathering and navigational functions and draw an audience of consumers with a high probability of making a “purchase”. Consequently, search has attracted a number of direct response and lead generating advertisers pushing messages designed to get consumers to “act now.”Social media, on the other hand, often reaches consumers much earlier. Users of social media visit those sites in order to connect and share experiences with friends and family over the web. Most of the functionality provided by these sites does not lead directly to a commercial transaction. Rather, advertisers find these publishers valuable for their reach to a broader audience and ability to build awareness. As a result, social media sites tend to live high in their advertisers’ purchase funnels.*Microsoft DMIs www.AtlasSolutions.com/insights.
- Speaker: Andrea We wanted to know what percentages of leads in each stage of the pipeline are likely to advance to the next stage. As this chart shows, on average, nearly four in 10 leads move from sales-ready to qualified prospect. As might be expected, the trend deteriorates moving to the next stage where only three in 10 qualified prospects convert to a sale.For Via Christi, this metric is far more robust – over 6 in 10 leads go from Sales ready to qualified prospect (call-in to in-person) and almost half – 5 in 10 move to conversion (in-person to patient). “Average Conversion Rates in the Marketing-to-Sales Process.”Marketing Sherpa Benchmark Survey 2009Typical N =43639% = 17029% = 49VIAN =11525% = 5264% = 3349% = 16
- Speaker: Andrea What’s the average yield from in-person orientations? Avg time to convert? Were we able to accelerate that timeline based on our work? Bariatric Surgery:52 call center inquiries, up from 16 in December; 225% lift MOM33 attended orientation, up from 3 in December; 1000% lift MOM 63.5% Yield16 new patients in January; 48.5% ConversionRepresents potential income of $217,632 ($13,602 per procedure x 16 patients)MOM = month-over-monthLIFT = ratio of values target response divided by average response. Assumption is lower number is base figure without marketing effort. For example, suppose a population has an average response rate of 5%, but a certain model (or rule) has identified a segment with a response rate of 20%. Then that segment would have a lift of 4.0 (20%/5%).YIELD = Most lead generation sites are lucky to get 1/2% return on their marketing campaigns, Via has a 4.5% return on their efforts. NICE!Marketing ROI makes the following assumptions:http://www.lenskold.com/tools/LeadGenTool.htmlAverage Gross Margin rate 50%Net Close Rate of Leads 4.5%Co-op Credits 0Avg Sales Cost per Lead $150ROI threshold 10%Target Audience Reached 72500Marketing Lead Rate 1.5%Total Marketing Expense $5000 (overhead costs estimated)Avg Rev per Sale $13,00075200 Uvs Jan 1-March 1viachristi.org/weightloss1,152 Unique Visitors1,570 PageviewsTime on site 2:12Click on bariatric link 22.5% = 260 UVs Click on weight management link 16.8% = 194 UVsClick on caregiver stories 18.2% = 210 UVsYouTube Total Views 388Mobile Access - 147 Viachristi.org – 106Facebook – 84Local news station – 10http://www.via-christi.org/body_nobanner.cfm?id=455
- Speaker: Andrea Weight Management Program20 new patients in January 102 call center inquiries, up from 23 in December 343% lift MOM79 attended orientation, up from 17 in December 365% lift MOMRepresents potential income of $30,000 assumption is $5K/pt @20 patientsMarketing ROI makes the following assumptions:http://www.lenskold.com/tools/LeadGenTool.htmlAverage Gross Margin rate 50%Net Close Rate of Leads 8.9%Co-op Credits 0Avg Sales Cost per Lead $150ROI threshold 10%Target Audience Reached 72500Marketing Lead Rate 1.5%Total Marketing Expense $5000 (overhead costs estimated)Avg Rev per Sale $15,00075200 Uvs Jan 1-March 1viachristi.org/weightloss1,152 Unique Visitors1,570 PageviewsTime on site 2:12Click on bariatric link 22.5% = 260 UVs Click on weight management link 16.8% = 194 UVsClick on caregiver stories 18.2% = 210 UVsYouTube Total Views 388Mobile Access - 147 Viachristi.org – 106Facebook – 84Local news station – 10http://www.via-christi.org/body_nobanner.cfm?id=388
- Even with a 32% budget cut for the campaign, using digital media boosted leads by 18% and projected revenue by 56%.Budget Cut YOY: ($14,912) 32.1% ($46,387 in 2011 to $31,475 in 2012)Cost Per Lead: $79 44.6% ($177 in 2011 to $98 in 2012; better than inbound marketing averages of $143*)Campaign Reach: 59 leads 18.4% (262 leads in 2011 to 321 leads in 2012)*HubSpot: State of Inbound Marketing 2011At a minimum, there is a 500% greater ROI using inbound marketing.
- Speaker: KaleeRe-purpose everything!Align digital and communications for better web content.Conduct keyword research before you develop your campaign landing page.Set up conversion goals for attribution modeling. Patience and persistence.Proceed until apprehended. If there isn’t an explicit “no” out there, it’s fair game. Go for it!
- Speaker: DawnaBring in SEO consultant sooner. Had we known the key terms we could have written better copy to increase search engine referrals.Watch in-page analytics closer to adjust the pages sooner.Tweet and post on Facebook more campaign messages more often; more nimble in responsiveness.Get out in front of the physicians sooner and more often to get more content.
- Speaker: AndreaHaving great service is not enough. You must be found. You can have a beautiful logo, profound content and a slick website—but it’s all a waste if no one sees it. That’s where search engine optimization comes in. It’s the science of drawing in people who are searching for your services. There’s no black magic involved—it’s mostly about creating fresh, compelling and relevant content that search engines have an easy time indexing. And remember that SEO is an ongoing effort that doesn’t start and end in one day. One of the most generous things you can do as a brand is to give away tons of useful content. No doubt you have sites you bookmark and come back to frequently because of all their fantastic resources. That’s who you need to become. Content and social should work in concert with SEO. In addition to building a keyword-rich website, you must use those same keywords in your Facebook posts and tweets. Also, link your site content to those posts. The more ways your community can find you, the better. By integrating keywords and phrases across your website and social media, you can uncover online discussions already underway and set up camp on those platforms. Then your audience doesn’t need to find you—because you’ve already come to them. Your patients are looking for a great experience, and that comes from a trusted relationship that begins before they ever walk through your door. The most important point here: There is no social media strategy—no SEO strategy—good enough to save an organization that doesn’t care deeply about its patients. Buy-in must come from your executives and flow throughout your organization. Consumers will see through “advertising in disguise” and will blast you for it. Leveraging social platforms creates a sustained, personal engagement with consumers. Both social media and search marketing provide clear benefits to organizations that use them well. When paired up in a comprehensive marketing plan, the two can reinforce each other and contribute to a company's overall marketing success. The Via Christi Marketing Group has used this tactic to the fullest, directly impacting operational revenue and, most importantly, transforming consumers into brand advocates through a continuum of exceptional engagement experiences that harness true “people-powered optimization.”
- (Soak in the applause and adoration girls!!!!)Speaker: AndreaPost survey question: How many of you are going to start using Social Media? We’d like to now open the floor for your questions.