G/O Sales Summit: Connecting Wellness
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The document discusses connecting patients in need of healthcare with wellness providers through an omnichannel approach. It outlines how the patient journey is complex, influenced by many factors, and involves both online and offline research. The presentation recommends tailoring digital marketing mixes like websites, search, social media, and video to specific healthcare services and patients' needs. Case studies show how integrated marketing approaches can generate impressions, actions, and leads for medical clients.
G/O Sales Summit: Connecting Wellness
- 1. 2016 Sales Leadership Summit Powered by G/O DIGITAL 1 #GoSummit2016 Connecting Wellness An Omnichannel Approach To Intersecting Those In Need Of Healthcare By: Heath Ellison Heath.Ellison@godigitalmarketing.com
- 2. 2016 Sales Leadership Summit Powered by G/O DIGITAL 2 #GoSummit2016 Connecting Wellness Agenda • The Patient Journey Is Often Complex • Influencing Factors Towards Conversion • Keys for Success in 2016 • Identifying Advertising Solutions • Case Studies
- 3. 2016 Sales Leadership Summit Powered by G/O DIGITAL 3 #GoSummit2016 Source: Google/Compete Hospital Study The Patient Journey Is More Complex Than Most
- 4. 2016 Sales Leadership Summit Powered by G/O DIGITAL 4 #GoSummit2016 In 2015 Ad Spend Was Mismatched with Consumer Behavior 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% Digital TV Radio Print Time Spent Ad Spend Source: eMarketer - Share of average time spent per day with select media by US Adults 18+ vs. Ad Spending Share 2015-2017
- 5. 2016 Sales Leadership Summit Powered by G/O DIGITAL 5 #GoSummit2016 Offline Media Drives Online Action Source: Google
- 6. 2016 Sales Leadership Summit Powered by G/O DIGITAL 6 #GoSummit2016 Digital Is A Key Component To Patient Conversion Source: Google/Compete Hospital Study
- 7. 2016 Sales Leadership Summit Powered by G/O DIGITAL 7 #GoSummit2016 Patient Research Sources Source: Google/Compete Hospital Study
- 8. 2016 Sales Leadership Summit Powered by G/O DIGITAL 8 #GoSummit2016 Many Factors Influence Conversion • Reputation • Specific Features of Facility • Accepts Insurance • Behavioral • Emotional • Socioeconomic • Distance • Physician Referral • Generational • Urgency of Need • Friend/Family Recommendation • Availability • Seasonal • Expertise/Awards • Perceived Competence • And more…
- 9. 2016 Sales Leadership Summit Powered by G/O DIGITAL 9 #GoSummit2016 Level of Wellness Can Influence Conversion heatlhforall.blogspot.com/ Universal Health and Well-being
- 10. 2016 Sales Leadership Summit Powered by G/O DIGITAL 10 #GoSummit2016 G/O Digital Intersects Patients & Wellness With: • Websites • SEO • PPC • Social • Email • Video Ads • Maps • Display • Brand Building
- 11. 2016 Sales Leadership Summit Powered by G/O DIGITAL 11 #GoSummit2016 Patients Consume Marketing Differently Across Service Lines. Consider These When Suggesting Solutions: • Urgency Of The Patient’s Need/Treatment • Is Long Term Care Necessary For Recovery • Will The Patient Need To Pay Out Of Pocket • Are Regular Follow-Ups Required
- 12. 2016 Sales Leadership Summit Powered by G/O DIGITAL 12 #GoSummit2016 The Best Results Come From Media Mixes Tailored To Patient’s Needs Across Service Lines: Emergency Dentist: • Search in moment of need • Closest listings considered • Immediate availability is ideal Solutions: • PPC • Maps • SEO Cancer Treatment: • Heavy research for treatment • Reviews & Survivor Testimonials • Videos of Procedures • Competing For Top Of Page Solutions: • SEO • Content Generation • Social • Retargeting
- 13. 2016 Sales Leadership Summit Powered by G/O DIGITAL 13 #GoSummit2016
- 14. 2016 Sales Leadership Summit Powered by G/O DIGITAL 14 #GoSummit2016 Website Best Practices • Speak to helping patients’ needs first • Simplify language regarding treatments and procedures • Links to social allow for quick access to review source • Patient testimonials to help consideration move to conversion • Leverage online scheduling plug-ins • Provide multiple ways to contact: phone & email/form • Ensure site is mobile optimized
- 15. 2016 Sales Leadership Summit Powered by G/O DIGITAL 15 #GoSummit2016 Source: Google - The New Health Journey
- 16. 2016 Sales Leadership Summit Powered by G/O DIGITAL 16 #GoSummit2016 Search Advertising Keys For Conversion G/O Digital focuses on: • Quality Score • Relevancy, historic CTR, overall performance • Ad Rank • Focus on conversions and the top 4 spots • Max Bids • What is the max we will spend to hold our position • Service Line Keyword Mixes • Relevant Ad Copy With Call To Action • This is relevant to match the content on the destination page and the search query • Extensions To Enhance Patient Experience & Overall Performance • Mobile Efforts • Display • Low CPC’s allow for low CPL’s of those in research ready to take action
- 17. 2016 Sales Leadership Summit Powered by G/O DIGITAL 17 #GoSummit2016 Mix Keyword Lists To Meet Patients In Need Source: Google/Compete Hospital Study
- 18. 2016 Sales Leadership Summit Powered by G/O DIGITAL 18 #GoSummit2016 Leverage Empathy In All Channels’ Narratives • Create a holistic patient experience by considering harmonious language across every channel • Consider how the patient may start their journey to wellness • Implement relevant & relatable messages resonate to potential patients on their path to conversion • Deepen your connection by showing empathy to what the patient may be feeling
- 19. 2016 Sales Leadership Summit Powered by G/O DIGITAL 19 #GoSummit2016 Source: Google/Compete Hospital Study
- 20. 2016 Sales Leadership Summit Powered by G/O DIGITAL 20 #GoSummit2016 Micromoments Are Intent Rich Opportunities
- 21. 2016 Sales Leadership Summit Powered by G/O DIGITAL 21 #GoSummit2016 Patient Behavior On Mobile Source: Google/Compete Hospital Study
- 22. 2016 Sales Leadership Summit Powered by G/O DIGITAL 22 #GoSummit2016 Video • YouTube is the second largest search engine after its parent company, Google • Videos are known to have a 53 times higher chance of getting a front-page Google result compared to plain text • Video aids with keeping your client’s service top of mind • Use video on your landing page to leverage visuals for conversion
- 23. 2016 Sales Leadership Summit Powered by G/O DIGITAL 23 #GoSummit2016 41% Of Consumers Say Social Media Would Affect Their Choice Of Doctor, Hospital, Or Medical Facility
- 24. 2016 Sales Leadership Summit Powered by G/O DIGITAL 24 #GoSummit2016 Social Allows Patients To Peek Into Our Clients Facility & Culture • Regular Posts Can Keep Patients Informed & Empowered • Social Humanizes The Practice • Posts Of Insightful & Meaningful Content Drive Engagement • Allows Us To Target Personas, Demographics, & Interest • Highlight Reviews To Help New Patients In Consideration • Legitimizes The Practice/Provider to Consumers
- 25. 2016 Sales Leadership Summit Powered by G/O DIGITAL 25 #GoSummit2016 Medical Case Study: Orthopedic Surgeon • Products consisted of SEO, PPC, and Social • 15,000,000 impressions made in 1 year • 30,000 actions taken by targeted patients • PPC & SEO efforts generated a CPC of $.45 • CTR of 3.09% • 60+ leads in one 90 day period
- 26. 2016 Sales Leadership Summit Powered by G/O DIGITAL 26 #GoSummit2016 Medical Case Study: Oral Surgeon • Leveraged Social, SEO, and PPC to target high end audience • Started with little to no presence • Ended with first page presence for all its top performing keywords • 1,000,000 impressions made on 1 FB Ad alone • 3,000+ phone calls • 2,100 form fills • 7.62% CTR
- 27. 2016 Sales Leadership Summit Powered by G/O DIGITAL 27 #GoSummit2016 Patients Spread The Word About Their Experience Source: Google/Compete Hospital Study