ACROSS HEALTH
Customer Innovation. Strategy & Execution

Beverly Smet
Senior CRM Consultant
Beverly.smet@a-cross.com
http://www.a-cross.com/health/beverly_smet

Some initial questions ...
 Who is familiar with Search Engine Marketing ?
 Who has already invested in Search Engine
Marketing ?
 Do you intend to increase your SEM budget next
year?

Use and evolution of SEM in Europe
75%
Source : Forrester Research Inc.

Physician are using search engines as
often as consumers
True
False

Use of Search Engines in a pharma environment
When you retrieve general health and pharmaceutical information online, roughly
what percent of the time would you say you begin by going to an online search engine
and what percentage of the time do you go directly to a known website?
60%
60,00% Search first 66%
Go directly to health site
Search first
Go directly to health site
40%
40,00% 34%
European Physicians
European physicians European ehealth consumers
Source: Taking the Pulse® Europe v7.0 Source: Cybercitizen® Health Europe v7.0

The Battle for Customers
Starts on the Search Engines
“In Europe, it’s ALL
about Google—
which dominates
with 82% market
share, leaving Yahoo
(4%), MSN/Live
(4%), and Ask (3%)
in the dust.”

European Search Marketing spending exceeds
8 billion $ in 2012

Search spend grow at different rates in
Europe

Different Search marketing domains
 Importance of SEB
What do you think SEB stands for ?
A/ Search Engine Bidding
B/ Search Engine Blogging
C/ A brand of electronic devices

SEB

The Search Cyclone
How we wish people searched How they really search
User enters Keyword
keyword Hunting
Symptom
Clustering
User sees Condition
search results Awareness
Treatment
Comparison
User visits End at
Brand site Patient Experience

SEO and SEA
What is Search Engine Optimization?
 Search Engine Optimization is a
User Experience Optimization.
 SEO will ensure that your website is accessible, valuable and
credible for the audience you are targeting.
-> Better performance in all of the 3 layers : synergetic effect
-> Higher position in the natural search engine listings
-> Attracting higher number of valuable visitors

Search Engine Results:
Organic Listings
Also called: natural, unpaid, or algorithmic listings/results

Why Is SEO Important?

The 3 SEO Layers
Workflow
Improving Credibility
Optimizing Content
Improving Accessibility

Basic Layer - Improving Accessibility
Content x
What we see:
• Text
• Images
• Video What search engines
• Layout see:
• …
• No scripts
• No content of images
• No content of videos
• No Flash
• …
• Only structured content
Goal of the Accessibility layer is to ensure that search
engines can access every type of content on your website

The 3 SEO Layers
Search Engine Optimization
Improving Credibility
Optimizing Content
Improving Accessibility

The Content Optimization Layer
To reach high positions on your targeted keywords, you need to make
sure that your website is as relevant as possible to those keywords.
Important factors:
 Use of keywords in titles, descriptions, header elements, etc…
 Guiding visitors through your website via meaningful internal linking.
 Additional copywriting on existing pages where needed to improve
keyword relevancy.
 Creating extra content pages where needed.

The 3 SEO Layers
Search Engine Optimization
Improving Credibility
Optimizing Content
Improving Accessibility

Building Search Engine Credibility
Once a website has optimized code and good written content, there is one big
question left:
When competing websites have 100% optimized code and equally good content,
which one will search engines prefer?
The magic word is: Link baiting

Search Engine Credibility - Link baiting
Other
website What scenario do you think will trigger
Other
website
Other
website
Other
website
the highest natural ranking ?
Other
website
Content
Other Other Subject X
Other
website
A/ the green scenario
website
Content
Subject X
Content
Subject X
website
Other
B/ the red scenario Other
website
C/ the yellow scenario website
Content Content
Homepage
Subject Z Subject Y
Other
website
Content
Subject Z Content Other
Other Other Subject Y website
website website
Content
Subject Z
Other
website
Other
website Other
Other
website
Average website website

Healthcare Challenges of SEO
 Content Challenges
 Search engines view larger sites and content freshness as more relevant
 SEO needs to be considered from the beginning of content development
 Keyword Challenges
 The best keywords for organic search may not be those you can include on
your site
 Tagging Challenges
 Meta tags face the same approval as site content
 Search engines display title and description tags in actual search results

SEA
Search Engine Advertising allows websites to gain high
positions in search engines without being highly ranked
in natural search engine listings.
This is realised by buying relevant keywords for your
website and paying on a per click basis

Cross websites
SEA campaigns offer the opportunity to have your ads appear on relevant websites:
 Results in the sponsored links section of SE’s: If you can’t compete here,
you can place your add
here
 Results in the content network:

Ranking Is Important
 Lower-ranked ads on
the right side attract
fewer eyeballs
 Click-through rates
decrease considerably
as ads fall lower in
rankings, particularly if
ads fall below the fold
 If you rank in the top
1-3 spots on Google
or Yahoo, you can
take advantage of
their content
networks and greatly
increase your reach
 Cost-per-Click can
change significantly as
you decrease in rank
27

Benefits of SEA
 Control
 When you launch
 Bid price and how much you spend
 Keyword for which your ad appears
 Message the user sees
 Immediate results
 Low Risk
 “Pay-per-click” pricing model: you pay only when a user clicks and NOT per
impression
 High Impact
 High volume and relative lower cost compared with SEO

Healthcare Challenges of SEA
 Keyword Selection
 Legal and regulatory restrictions may make it difficult to buy popular search
terms
 Comorbidity terms
 Side effects
 Related conditions
 Use of brands
 Text Creative
 Creative must include all required language while fitting within limits and
guidelines of the search engines
 Text listings must be submitted for regulatory approval
 Getting the right audience on board
 Everybody searches on Google, MSN and Yahoo : how to recruit Drs. ?

Standard SEA Management
Step 1: Define your targets
 Learning more about your target audience : what are their digital habits ?
 Which pages are targeted (based on marketing/ medical education objectives) :
“e-call” pages
 Which goals should be achieved with the website (newsletter subscriptions,
buying a product, printing documentation, etc… )
1
Target
Definition

Standard SEA Management
Step 2: Pre-campaign preparation
 If necessary, set-up of a webanalytics program
 Prepare a list of relevant keywords : IMPORTANCE OF THE LONG TAIL !
 Prepare the landing pages : match the ads / keywords as much as possible.
This includes
 Optimisation of existing content
 Writing additional content when necessary The Long Tail
1 2
Popularity
Target Campaign
preparation
Definition
Keywords

Standard SEA Management
Step 3: Approval and launch of the campaign
 When the proposed keywords receive approval, campaigns are launched and
watched very closely the first few days to manage keyword pricing and execute
initial optimisation
 Unwanted websites from the content network are filtered out
1
Target
Definition
2
Campaign
preparation
3
Approval &
Launch


Standard PPC Management
Step 4: Maintenance and reporting
 Campaigns should be monitored on a daily basis. This includes:
 Ongoing bid management
 Competitor analysis
 On a monthly basis you should assess :
 Quality visitor evolution statistics
 Implementation of new opportunities
1 2 3 4
Target Maintenance &
Campaign Approval & Reporting
Definition preparation Launch

Step 5 : Conversion optimization
Attracting more quality visitors to your website
is the first step of a successful PPC Campaign.
Once a visitor reaches your website, we
want to make sure that these visitors are
doing exactly what we want them to do… thereby
maximising the ROI of your campaign
 Conversion
1 2 3 4 5
Target Approval & Maintenance
Campaign &
Conversion
Definition preparation Launch Optimisation
Reporting

Advanced SEA Management
Advanced Analytics:
 Tracking the visitor trough out the website to optimise the conversion funnel
 A/B Testing on landing pages

Case about an HIV Disease portal
15$ budget increase
Visitor traffic
New approach starts here

What do you prefer ?
SEO
SEA

SEO vs. SEA
SEO SEA
Increase position in the natural search engine Positioning in the paid search engine listing and
listing content network
Long term solution Immediate results
Content is key for good results Not a lot of content necessary
Search Engine visibility can never be Search Engine Visibility guaranteed
guaranteed
Free listing - Complex and expensive setup and Paid listing - Small startup costs
execution
Bottom line
Recommended for new websites Proven successful track record in driving high
Low for new sites vs High cost for existing sites quality visitors to your website
Relatively cheap compared to other media (avg
0,07 $ - 0,5$ / click) -> Low $$$ rate !

What about the future ?

Match Digital Strategies to
Customer Behavior
Search Cyclone Web 1.0 + Web 2.0
Keyword • Disease education sites • Social tagging and answers
hunting • General health sites • Health-specific search
Symptom • Specific condition sites • Message boards
clustering • Assessment Tools • Blogs
Condition
• Third-party advocacy sites • Wikis
awareness • Unbranded condition sites • Message boards
Treatment
comparison • Brand Web sites • Social communities
• Doctor discussion guides
Patient
• Physician reviews
experience • Brand Web sites
• Blogs
• Doctor discussion guides

Increasing importance of rich and social
media as part of the marketing mix
In the past 12 months, have you done any of the following activities? Q3.10
Mobile phone SMS/text messaging 85
Watched video clips online 76
Instant messaging 69
Listened to or downloaded audio or music files online 68
Read an online web log or blog 63
Visited an online chat room or message board 62
Played an online or downloaded game 60
Video on demand 18
Subscribed to RSS feed 13
Subscribed to a podcast 10 All Online Europe
Source: Cybercitizen® Health Europe v7.0

What get’s most daily page views ?
A/ Google.com
B/ Yahoo.com
C/ Facebook.com
D/ Youtube.com

What gets most daily page views ?
YouTube + Facebook Page Views > Yahoo! Or Google
Massive Transition in the way Search Marketing can be done
Alexa Global Traffic – Relative Page Views
10
8 Google.com
Daily Page Views (%)
Yahoo.com
6 Facebook.com
YouTube.com
4
2
0
2002 2003 2004 2005 2006 2007 2008
Source : Alexa Global Traffic as of 12/3/2008

Social Networking – Fast Growth + Low
Penetration
Worldwide Online Category Growth vs. Penetration
Category Penetration (% of Online Users)
Visitor Growth by Category (1/07-1/08)
Source : comScore ‘Digital World – State of the Internet 3/2008

Online video advertisement exposure
Have you ever watched a video advertisement online? Q2.4
81
Yes
No
19
All Online Europe
Source: Cybercitizen® Health Europe v7.0

YouTube case – Video search
Placing HIV video’s with automatic link to the site appearing on YouTube
was a great success:
• Free posts
• Possibility to add specific URL and
information
• Ideal for gathering extra insights
• SUPER viral
• Higher clickthrough rates than Adword
campaigns (+/- 6%)
46

YouTube is Super Viral

YouTube case – Video Search
 Thanks to the analytics feature on YouTube, you can even measure
the popularity.
 Because of the viral effect, popularity is even increasing....

Google – Vertical Search widget on iGoogle
Google’s Custom Search

Peer-to-peer search : use of Communities

Wiki search : Wikipedia
 Challenges :
- who ?
- what ?
- the “Wisdom of crowds”/ control

Mobile search
Mobile users are more than 2X+ > than internet users !

10 Tips for
Search Engine Marketing
1. Do your keyword research
2. Keep SEM efforts current
3. Sometimes it’s good to be #2 or #3 in the listings
4. Have alternate creative approved for optimization
5. Purchase common misspellings of your brand name
6. Multiple, less searched terms can add up to a lot of volume at very
little cost
7. Look past the click
8. Optimize, optimize, optimize
9. Apply learnings from paid search to SEO and vice versa
10. THINK OUT OF THE BOX !

A Facebook healthcare example : WoM

Instant Messaging
Offer instant messaging with a branded template to the community on
your site:

Endnotes
 Stop flirting with search and make a commitment. Most marketers
search experience is pretty anemic – lacking keyword volume,
structure and sophistication. It’s time to jump on the train and make a
serious commitment to own your space in the search engines and
maximally benefit from this medium
 The Net is the most popular product research medium today, meaning
a massive opportunity for marketers
 Social networks will really deliver relevant search results. Via Google,
trying to find a restaurant in Paris is still a needle in a haystack. What
if your search results in a recommendation by friends on facebook?

Win an iPhone !

Thank You !
Beverly Smet
Senior CRM consultant
Beverly.smet@a-cross.com
www.across.com/health/

Healthcare challenges for YouTube
 Legal and regulatory restrictions may cause difficulties
 Side effects
 Related conditions
 Use of brands
 Text Creative
 Creative must include all required language while fitting within limits of a
multimedia format
 Text listings must be submitted for regulatory approval
 Flexibility
 While text ads are easy to change, making changes to a multimedia
message is more complex and cost-intensive