BMG PPT _ 1
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This document outlines a digital marketing strategy presentation for Badruddin Medical Group. It discusses key industry trends in healthcare like consumers researching online and the importance of digital channels. It emphasizes that patients are online and searching for healthcare providers on search engines and platforms like WebMD. The presentation agenda includes analyzing factors patients consider when booking appointments online and setting up a patient-centric website. It provides a checklist for an effective digital marketing campaign that includes defining personas, developing a responsive website with optimized content, blogging, email marketing, social media presence, and metrics tracking. An example campaign to promote heart health awareness is also outlined.
BMG PPT _ 1
- 1. Badruddin Medical Group Digital Marketing Strategy
- 2. AGENDA Key Industry Trends What factors patients considers while booking an appointment online with clinics? Setting up the patient centric website Where to invest in digital marketing platforms to drive more patients online? LIVE Q & A
- 3. KEY INDUSTRY TRENDS Doctors Becoming Employees Consumers Becoming Avid Researchers Marketers Targeting Consumers and Payers Digital Channels Overtaking Traditional Marketing Digital Content is Key to the Decision Process
- 4. WHY DIGITAL? - YOUR PATIENTS ARE ONLINE They’re digitally connected throughout the day, on many different devices They’re searching for information - - 77% of patients use search engines prior to booking appointments, Search drives nearly three times as many visitors to clinic sites, compared to visitors from other referral sites - 44% of patients who research clinic on a mobile device schedule an appointment. Before the moment of conversion, patients typically search on symptoms and condition terms - Websites like WebMD or Practo see an high spike in unique users per month, consumers are searching for user generated reviews of the clinics
- 5. WHY DIGITAL? - PATIENTS ARE ONLINE But, are they finding the right information?
- 6. THE CONCLUSION The Digital revolution in healthcare industry is yet to start and going forward more and more consumers are becoming Smart to take better decision for their healthcare needs
- 7. DIGITAL MARKETING CHECK-UP Has BMG Clinic adopted digital marketing yet? Do we have a strategy and goals in place? Think about BMG digital presence – What it should include and what it is lacking? How BMG are planning to reach our target audience?
- 8. CHECKLIST OF THE PERFECT DIGITAL MARKETING CAMPAIGN Strategy, goals and KPI’s 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
- 9. 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? DEFINE BMG PERSONAS
- 10. DIGITAL PRESENCE – RESPONSIVE WEBSITE Welcoming and representative of BMG existence Responsive – accessible and easily viewed from any device Modern design Intuitive navigation and organization – don’t make people dig for information
- 11. DIGITAL PRESENCE – RESPONSIVE WEBSITE A Ideal Website – First good impression
- 12. WEBSITE CONTENT Optimize website content for search engines Remember, the majority of people looking for health information comes from search engine to your website Feature physician bios – allow patients to put a face to a name Consider video Incorporate welcoming imagery
- 13. PREMIUM CONTENT Help establish organisation as a thought leader and build trust with target audience Fact sheets, checklists, videos etc.
- 14. BLOG Further contribute to SEO efforts Address target audience Answer common questions
- 15. EMAIL MARKETING Personalized Targeted Keep organisation 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
- 16. SOCIAL MEDIA PRESENCE & MARKETING Join the right social media platforms to make the most sense for BMG Medical Group Post consistently Respond
- 17. SOCIAL MEDIA PRESENCE & MARKETING Get ready for reviews Get found! - Over 40% of patients 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 social media platforms
- 18. METRICS & PERFORMANCE TRACKING What’s working? What isn’t? Consistent reporting Refine tactics
- 19. EXAMPLE CAMPAIGN – HEALTHY HEART AWARENESS Website - Dedicate a portion of website to the campaign, set up call to actions (CTAs) that lead to a premium content. Visitors can download and to schedule a risk assessment Premium Content example - Checklist – “A Heart – Healthy Diet Plan” - Fact Sheet – “Healthy Heath Awareness”
- 20. HEALTHY AWARENESS Email Marketing - Test different subject lines to encourage email opens and clicks - Send an email on the first day of month that introduces Healthy Month and promotes your campaign - Send periodic emails throughout the month - If you already send a weekly/by-weekly blog digest, make sure you add the blog posts related to the campaign - Promote downloads of premium content – checklist, fact sheet etc. - Inform readers about the importance of health - Provide the option to schedule a risk assessment
- 21. HEALTHY AWARENESS Social Media - Create images to use in posts promoting the campaign – ensure correct images sizes - Create an editorial calendar of campaign posts for each platform for each month – ensure they fit in with the normal posting schedule - Use social media to promote your blog posts, premium content pieces and the ability to schedule a risk assessment
- 22. HEALTHY AWARENESS Tie it all together! Marketing automation tool (Hubspot, etc.) Reporting and analytics to measure success
- 23. Followed by Activity plan PPT Afsha