ISHMPR Presentation - FINAL
- 1. Digital Marketing for Community Hospitals: How to Connect With Younger Patients
- 2. Things You Will Learn… How traditional media usage is fading (in smaller communities) Online media use by generation What channels are important to the younger generations? How can you connect with them? Fundamentals of online advertising
- 3. Part 1: The Landscape “Why use digital media?”
- 4. Media Use by Generation Baby Boomers Born: 1946 – 1954 Coming of age: 1963 – 1972 Current population: 33 million Primary sources of information Newspaper Television Magazines
- 5. Media Use by Generation Generation Jones (Baby Boomers II) Born: 1955 - 1965 Coming of age: 1973 - 1983 Current population: 49 million Primary sources of information: Television Newspaper Magazines Has adopted the internet as “one of many sources”
- 6. Media Use by Generation Generation X Born: 1966 – 1976 (1961 – 1981) Coming of age: 1988 - 1994 Current population: 41 million Best educated of most generations 29% have bachelors or higher Came of age with cable TV Saw the “rise of the internet” Primary source of information Television Internet Newspaper
- 7. Media Use by Generation Generation Y (Millennials) Born: 1977 - 1994 Coming of age: 1998 - 2006 Current population: 71 million Highly segmented due to rapid expansion of cable TV, satellite radio, internet Less brand loyal than previous generations More flexible in attitude due to speed of internet Primary source of information Social Media Internet Television
- 8. Media Use by Generation Generation Z Born: 2013 - 2020 Will never have known a world without smartphones or mobile internet use a Yellow Pages directory purchase tangible copies of media Internet will be seen as “source of everything” Able to acquire anything almost instantaneously Brand loyalty will shift continually Primary source of information UNKNOWN
- 9. Future Generations Will Always Be Connected
- 11. Demographics Differ by Location
- 12. Traditional Media is Declining 54,000 newspaper editor jobs in US in 2002 38,000 in 2012 (American Society of News Editors, 2013) Between 2007 and 2010, 13,500 newspaper journalists lost their jobs (American Society of News Editors, 2013) Newspapers make $40 billion less in ad revenue today than in 2000 (AdWeek, 2014) The number of magazine jobs has decreased by 26% in the past decade (Ad Age Data Bank, 2014)
- 14. Television is Not Immune
- 15. The Balance is Shifting Digitally
- 16. Digital Media is Expanding In 2012, BuzzFeed employed 6 editorial employees In 2014, it had 170 In 2011, Bleacher Report employed NO paid writers In 2014, it had 50 Business Insider announced the expansion of its staff by 33% Source: The Growth in Digital Reporting, PEW Research, March 2014
- 17. Mobile is the Game-Changer Source: US Digital Future in Focus, comScore March 2014
- 18. Part 2: Digital Media Channels “What digital channels should I use?”
- 19. The Buying Funnel Has Changed
- 20. Benefits of Search Engine Marketing 11.944 BILLION searches are conducted per month on Google (SearchEngineLand.com, March 2014) 1.17 BILLION unique searchers visit Google each month (SearchEngineLand.com, 2013) Target specific regions or interests Reach potential patients when they are looking for information
- 21. Benefits of Search Engine Marketing
- 23. Diverse Types of Results
- 24. Different Ads for Different Searches Search: Display:
- 25. Google Dashboard
- 26. Setup AdWords account (requires Google user account from company - one-time) Setup funding source and billing options Determine campaign type Search Display Remarketing Determine targeting Geographic Site placements Scheduling Setting up a Google Campaign
- 27. Setting up a Google Campaign Campaign setup Determine ad groups needed Landing page review Research and select your keywords, topics, interests, negative keywords, and negative placements Bid rate determinations for each targeting method Competitor analysis for topic, including keywords and competition level Design and copywriting of campaign ads Write ad copy to keywords and landing page for relevancy
- 28. Monitoring a Google Campaign Review auto rules & budgets to monitor performance Review Google Opportunities Review placement and keyword data and add new and negative placements and keywords as needed Adjust bids for ads, keywords, placements and interests based on data from previous 30 – 90 days Pause or delete low performing keywords for search campaigns Remove zero click/zero impression placements and interests based on the past 90 days Pause ad under-performing groups
- 29. Online Video
- 30. Replaces TV for many Millennials and Gen Z Second largest Search Engine in US with over 3 BILLION searches per month Nearly 50% of all internet users are currently on YouTube
- 31. YouTube as an Informational Source
- 32. To discuss key topics… • 4 minute video • 200,775 views • Remains on YouTube for future searches
- 33. To promote core services… • 7 minute video • 304,436 views • Hospital URL linked in description • Shows up in SEARCH results
- 34. To enhance your organic search results…
- 35. To reach a younger audience…
- 36. Benefits of Online Video YouTube receives more than 1 BILLION visitors per month. Over 6 billion hours of content are viewed (The Guardian, January 2014) Video results appear in 70% of all YouTube searches (Marketing Week, 2012) 63% of all Millennials believe that TV content carries too many ads Can run promoted video ads on YouTube and Google
- 37. Establishing a YouTube Presence Establish a YouTube channel Use a descriptive name Load your video Use key search terms in the title Apply appropriate tags Include a URL in the description
- 38. Creating a YouTube Presence
- 39. Creating a YouTube Presence
- 40. The Reach of Online Video
- 41. Social Media
- 43. Ads That Invite Interaction
- 44. Creating a Facebook Campaign Define your target audience Geography Age Interests Set your daily budget Develop your creative content Strong imagery 20% rule Newsfeed text Schedule your ads
- 45. Monitoring a Facebook Campaign
- 46. Monitoring a Facebook Campaign Utilize the Facebook reporting tools to track Impressions Clicks Website clicks Page likes Post likes Comments (read & respond) Shares
- 47. Benefits of Facebook Advertising Target users by specific interests and locations Engage in discussion with those who engage with your promotions Watch your content be shared beyond your targeting
- 48. Reach Your Desired Audience via Ads This fundraiser ad ran on Facebook for just short of two weeks. It reached over 29,000 Facebook users chosen by geographic and interest targeting. Can you afford to miss out on this targeted medium?
- 49. Take Advantage of Promoted Posts One single post 14,848 people reached 158 shares 23 comments Ideal for short term promotions
- 50. Make Social Media a Priority
- 51. Part 3: The Balancing Act
- 52. Which channels are right for my organization?
- 53. Are you promoting… Events? Fundraisers? Open positions? The advantages of a smaller, local hospital? New physician announcements? New technology? The answer should be “ALL OF THE ABOVE”
- 54. Don’t Just “Fire & Forget” Post consistently Encourage your audience to engage Remember: Social Media is different from a traditional ad
- 55. Avoid Forgotten Social Media • Represents missed opportunity to engage with customers • Multiple potential client questions left unanswered for months • Social Media differs from traditional media • Interaction is the key LEAVE NO POST BEHIND!!!
- 56. Questions?
- 57. Thank You! Randy McDaniels rmcdaniels@mcdmarketing.com Fred Meyer fmeyer@mcdmarketing.com
Editor's Notes
- #8: Mark Zuckerberg – founder of Facebook David Karp – founder of Tumblr
- #18: As of October 2013, 65% of all US residents age 13+ owned an internet capable smart-phone. Consumers now have the power of totality of the internet in their hands at all times.
- #53: Don’t just blanket every channel– select the best channels for what you’re trying to accomplish.