Your SlideShare is downloading. ×
Healthcare & Lead Generation: How to Target Health Consumers Online
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Healthcare & Lead Generation: How to Target Health Consumers Online

5,311
views

Published on

8 out of 10 internet users have searched for health information online. Now is the most opportune time to develop your strategy to engage these health information consumers. EMG and Google partner up …

8 out of 10 internet users have searched for health information online. Now is the most opportune time to develop your strategy to engage these health information consumers. EMG and Google partner up for the second part in a series of webinars to show you how to reach health consumers online using Google AdWords. We will also share best practices for optimizing your landing page for lead generation. RSVP today for a chance to receive a free landing page evaluation during the webinar!

From this webinar you will gain a better understanding of:
1. The types of health information for which internet users are searching online
2. The key benefits of using Google AdWords to target and engage health consumers
3. Lead generation best practices to optimize your website for high conversions

Published in: Business, Technology

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
5,311
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
239
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • - Mention Partnership with agency
  • In 2010, 79% of all U.S. adults are online, and 88% of all online Americans have looked online for health information – a rise from 78% in 2009 – Harris Interactive, Aug. 2010Eight in ten internet users have looked online for health information. Many e-patients say the internet has had a significant impact on the way they care for themselves or for others. – Pew Internet & American Life ProjectIn a nationwide study, 40% of online consumers use social media for health information (reading or posting content), but frequency of engagement varies widely – Epsilon Study, April 2010
  • Use cursor to guide.
  • http://www.deloitte.com/view/en_US/us/Industries/f9f48211351fb110VgnVCM100000ba42f00aRCRD.htm2010 study: MethodologyA nationally representative sample of 4,008 American adults, aged 18 and older, was surveyed between December 28, 2009 and January 5, 2010, using a web-based questionnaire.
  • Significance: Consumers are online researching hospitals
  • Significance: Consumers are searching for Hospital & Treatment information all year through. We’re now approaching peak searches in May.
  • Significance: Consumers are searching for Hospital & Treatment information all year through. We’re now approaching peak searches in May.
  • Certain properties only take certain ads
  • Significance: Consumers are online researching hospitals
  • Relevant keywordsTargeted campaign structureCompelling messaging in Ad Copy
  • Define post click.
  • -conversion measurement define
  • Transcript

    • 1. Healthcare Webinar Series
      HEALTHCARE AND LEAD GENERATION:
      How to Target Health Consumers Online
      Presented by
      Jessica Liu, Twitter @jaielle
      EMG, Digital Marketing Manager
      &
      Isaiah Jones
      Google, Account Manager
      Follow @EMGtheagency, #EMGleadgen
    • 2. Welcome!
      2
      About EMG Webinars
      • Short Q&A session will occur at end of presentation
      • 3. Webinar presentation will be recorded
      • 4. Link to be sent to attendees
      Presentation posted to EMG Knowledge Center
    • 5. About EMG & Core Competencies
      3
      STRATEGY
      Research, Planning & Analysis
      EXPERIENCE
      Personalization, Engagement & Entertainment
      RELATIONSHIPS
      Awareness, Influence & Social Marketing
      PERFORMANCE
      Campaigns, Testing & Intelligence
      TECHNOLOGY
      Development, Customization & Integration
      • Full-service interactive marketing agency
      • 6. Headquartered in Orange County, CA
      • 7. Established in 1999
      • 8. Clients Include:
    • Presenter Introductions
      4
      Search & display advertising professional
      Focused on lead generation/customer acquisition and customer retention
      Experienced in social media and content strategy
      Works with clients in multiple verticals: Healthcare, Higher Education, and Entertainment
      Online advertising professional
      Currently managing a book of Healthcare clients with annual spend exceeding $14M
      Extensive experience and background with clients in the Hospital, Cosmetic Surgery and Family Planning spaces
      Specializes in research and strategy
      Jessica Liu,
      EMG, Digital Marketing Manager
      Isaiah Jones
      Google, Account Manager
    • 9. Learning Objectives
      From this webinar you will gain a better understanding of:
      The types of information health consumers are searching for online
      The key benefits of partnering with Google and a digital agency to target and engage health consumers
      Lead generation best practices to optimize your website for higher conversions
      5
    • 10. Agenda
      Healthcare Search Landscape
      Overview of Lead Generation
      Advertising on Google: Using AdWords
      Lead Generation Best Practices
      EMG Case Study
      Landing Page Evaluation
      Key Takeaways / Q&A
      6
    • 11. 7
      Audience Poll
    • 12. 8
      Health Search Landscape
    • 13. 9
      Americans Are Spending More Time Online Finding Health Information
      169 Million
      Of U.S. adults (72% of all U.S. adults) going online for health in 2010 …compared to 99 million in 2005 and 63 million in 2002.
      -World of DTC Marketing.com: Manhattan Research
      8 in 10
      have looked online for health information.
      – Pew Internet & American Life Project, 2010
      Internet Users
    • 14. Finding Health-related Information is on the Rise
      10
      FACT
      Finding health information online is the 3rd most popular activity following Email and Search
      • 80-89% of people ages 18-64 find Health Info Online
      • 15. 70-79% of people ages 65-73 find health info online
      • 16. And 50-59% of people ages 74+ find health info online
      Source: Pew Internet & American Life Project, Generations Online 2010
    • 17. Types of Health and Wellness Information Searched for Online
      11
      Source: iCrossing: How America Searches – Health and Wellness, 2008
    • 18. Demographic Differences on Health-related Searching Activity
      12
      Women are significantly more likely than men to search for information about symptoms, treatment regimens, diseases and conditions and drugs/medications
      Men are more likely than women to conduct topical searches about vitamins and supplements, health insurance providers and doctors
      Searches for wellness-related topics are evenly split between men and women
      Younger audiences (18-to-34 year olds) are more likely than average (and more likely than older adults) to search for information about symptoms online
      But less likely than average to search for topics around diseases and conditions
      Adults over the age of 45 tend to be the most focused on looking for disease-related information
      Wellness is a topic that appeals predominantly to the young, with 62% of 18-to-24 year olds looking for information about topics such as nutrition, exercise and weight loss
      Source: iCrossing: How America Searches – Health and Wellness, 2008
    • 19. Symptoms and Diseases Drive Consumers Online
      13
      75 % percent of healthcare searchers have been prompted to go online to investigate symptoms or conditions
      41% go online to self-diagnose or self-treat a condition
      Older consumers, especially those over the age of 55, are considerably more likely than younger adults to conduct health research online
      Source: iCrossing: How America Searches – Health and Wellness, 2008
    • 20. Search Engines are the Leading Online Health Resource
      14
      Almost 70% of online adults have used search engines to search for health-related information
      46% have navigated to health portals like WebMD
      Source: iCrossing: How America Searches – Health and Wellness, 2008
    • 21. Demographic Insight: Baby Boomers (born between 1946 and 1964)
      15
      There are an estimated 56 million Boomers that are online
      -Nielsen Online NetView Panel, June 2010
      Boomers spend 91billion minutes online each month - Largest online group
      -Google/Nielsen Boomer Survey (August 2010)
      57%
      Boomers have searched for health information online
      - Google/Nielsen Boomer Survey (August 2010)
      71%
      Boomers use the internet to make purchase decisions
      -Google/Nielsen Boomer Survey (August 2010)
    • 22. Demographic Insight: Mothers are Online!
      16
      Most moms go online daily, and more than 50% go online more than 20 times per week.
      Moms spend 3-10 hours a week reading mom blogs
      84%
      Moms say that the Internet has made them more informed about children's health issues
      69%
      Moms trust their pediatrician but still go online before/after doctor’s visits to conduct their own research
      69%
      Moms research health, medical information & advice online on a regular basis.
      Source: 21st Century Mom Insights, Baby Center, June 2009
      Audience Insights: communicating to Moms, CDC 2009
      Engaging Mom Blog Readers with the Right Ads, eMarketer, September 15, 2010
    • 23. Benefits of Understanding Health Trends Online
      17
      Understanding health user search behavior informs:
      • Keyword targeting
      • 24. Ad messaging
      • 25. Website content
      • 26. Conversion and results
    • 18
      Overview of Lead Generation
    • 27. Traditional and Online Lead Generation
      Traditional Lead Generation
      Traditional Advertising (print, radio, tv, outdoor)
      Direct Mail
      Phone (cold calling)
      Field Marketing (conferences / events)
      Online Lead Generation
      Search Engine Marketing – Paid Search
      General Web Traffic (organic traffic / SEO)
      Display / Banner Advertising
      Email
      Mobile
      Social Media
      19
      WEBSITE
      LANDING PAGE
      MICROSITE
      CALL CENTER/SALES
    • 28. How Search Engine Marketing Fits in Your Digital Marketing Mix
      20
    • 29. Online Lead Generation
      With traditional lead generation more than 50% of the leads that you generate could end up buying from one of your competitors
      Where did these leads go?
      They search online. More individuals are conducting research online before and after doctor visits. Your competition is likely just a click or two away.
      Solution: Capture and captivate your leads online!
      Traditional marketing can create awareness, but once online your leads can find other materials, including competitor sites.
      Make sure you’re equipped with resources and detailed information relevant to your leads on your website and landing page.
      Opportunity to engage your leads online is key!
      Source: Sirius Decisions, 2009
    • 30. Acquisition Funnel
      22
    • 31. Lead Acquisition Process
      23
    • 32. 24
      Google AdWords
    • 33.
      • 41% use the Internet as the first source to research hospitals
      • 34. Hospital websites and search engines used most for hospital research
      Consumers Are Researching Hospitals Online
      Online Resources Used to Obtain
      Information on Hospitals
      First Source Used to Research Hospitals
      Question: Which of the following sources do you refer to first when looking for information on hospitals? Based on total: Total (1000); Sufferers (500); Caregivers (500)
      Question: Now thinking specifically about online sources, which of the following have you used to obtain information on hospitals? Based on total: Total (1000); Sufferers (500); Caregivers (500) Source: OTX & Google Custom Hospital
      Source: OTX & Google Custom Hospital Study, June 2009
    • 35. 26
      Paid Search is Very Effective for Lead Gen
    • 36. 27
      Hospital Related Queries on Search Are Growing
      • Gear up for the seasonal peak in searches April through May
      Source: Google Internal for the Hospital & Treatment Centers category, January 2008 – November 2010;.
    • 37. 28
      Urgent Care Related Searches Showing Strong YoY Growth
      Source: Google Internal for the Hospital & Treatment Centers category, January 2008 – November 2010;.
    • 38. 29
      Search captures interest, Google Display generates it
      A typical online user only spends 5% of time on search.
      What are you going to do with the other 95%?
      Text Ads
      Easy implementation, less compelling
      Image Ads
      Additional effort, more engaging
      YOUR AD HERE
    • 39. 30
      Display’s broad reach and tailored targeting
      Placement
      Targeting
      Demographic Targeting
      Category Targeting
      Not only can we reach 70% of the online audience,
      we can target the right 70% for our advertisers
    • 40. 31
      What is Google Ad Planner?
      31
      A free research and media planning tool for agencies and advertisers to identify websites their target customers are likely to visit.
    • 41. 32
      Overview | Site profile page
      Site overviewThumbnail view, site categories, advertising details and site description.
      Traffic statisticsUV (users): estimated number of unduplicated people visiting a site
       Tip: use this metric for media planning and estimating the actual number of unique people
      UV (estimated cookies): approx. number of cookies as determined by Ad Planner algorithms (this metric does not count actual cookie numbers) Tip: use this metric to compare with Publisher ad server logs
      Site demographics
      Sites also visited and keywords searched forAffinity: the number of times more likely than the average internet user to visit a specific site or search a specific keyword.
      Tip: use these to define your audience’s Online Activity!
      1
      2
      3
      4
      5
      32
    • 42. 33
      Use Google Analytics to Run Better Lead Gen Campaigns
      How does it work?
      • Free analytics solution reports website visitor behavior
      Benefits for Marketers
      • Understand who your visitors are and where they come from
      • 43. Learn how visitors use your website and compare your website traffic against industry benchmarks
      • 44. Discover which visitors are likely to convert and how to attract more of them
      • 45. Optimize online and offline marketing by measuring post-click performance
      Learn more about Google Analytics: http://www.google.com/analytics
    • 46. Success With 1-800-DENTIST
      34
      What They Needed
      • To grow their referral customer base
      • 47. To refine their messaging
      • 48. To measure the effectiveness of their advertising
      What They Did
      • Started with Google AdWords in 2002
      • 49. Tested different features and ad formats to best support their goals
      • 50. Organized their account into separate campaigns for Google’s Search and Display networks.
      “The key to effective advertising is reaching your audience in a cost-effective way. In that sense AdWords is the ideal tool – the ability to track the results inline is phenomenal, and we know exactly what type of return we see from each dollar we spend.”
      Fred Joyal, co-founder and CEO, 1-800-DENTIST
      What They Accomplished
      • Increased CTR
      • 51. Refined Marketing
      • 52. More Qualified Leads
    • 35
      Digital Lead Generation Best Practices
    • 53. Lead Generation Best Practices Overview
      36
      Set your objective & define your target audience
      2) Create an integrated digital marketing strategy
      3) Create a search campaign strategy
      4) Have a post-click strategy – Landing pages and Microsites
      5) Define results and measure ROI
      6) Continuous testing and optimization
    • 54. Lead Generation Best Practices Overview
      37
      Set your objective & define your target audience
      2) Create an integrated digital marketing strategy
      3) Create a search campaign strategy
      4) Have a post-click strategy – Landing pages and Microsites
      5) Define results and measure ROI
      6) Continuous testing and optimization
    • 55. #1 Set your Objective & Define your Target Audience
      What are your goals?
      Think sales, leads, pipeline
      How many per month: inquiries? Leads? Sales?
      38
    • 56. #1 Set your Objective & Define your Target Audience
      Who is your target audience?
      Age, gender, family, influenceseducation, geography
      What websites do they visit?
      What do they search for?
      How do they use the internet?
      This will influence:
      Design, photography, content, forms, media buy, etc
      39
    • 57. Define Target Audience: Online Searching and Browsing Behavior
      40
      Research what keywords users search for and what websites they visit
      Google Keyword Tool allows you to research what users have searched for in the past
    • 58. Lead Generation Best Practices Overview
      41
      Set your objective & define your target audience
      2) Create an integrated digital marketing strategy
      3) Create a search campaign strategy
      4) Have a post-click strategy – Landing pages and Microsites
      5) Define results and measure ROI
      6) Continuous testing and optimization
    • 59. #2 Create an Integrated Digital Marketing Strategy
      42
      Integrate online communications with traditional
      Understand calls-to-action will impact user behavior
      Align communication strategy with audience segmentation and landing page experience for highest level of relevance
    • 60. Digital Marketing Cycle
      43
    • 61. Lead Generation Best Practices Overview
      Set your objective & define your target audience
      2) Create an integrated digital marketing strategy
      3) Create a search campaign strategy
      4) Have a post-click strategy – Landing pages and Microsites
      5) Define results and measure ROI
      6) Continuous testing and optimization
    • 62. #3 Create a Search Campaign Strategy
      45
      Paid Search – Advertisements bought on a cost per click basis, displayed as a result of a specific or related search on a designated search engine
      Relevant - Searchers respond well to relevant advertisements related to their online search
      Targeted - Ads tied directly to keywords and search queries by health searchers
      Flexible - Campaigns can be optimized daily
      Drives Results - Consumers are in the consideration or buying phase = high engagement level
      Create relevant and targeted ad copy
    • 63. Lead Generation Best Practices Overview
      Set your objective & define your target audience
      2) Create an integrated digital marketing strategy
      3) Create a search campaign strategy
      4) Have a post-click strategy – Landing pages and Microsites
      5) Define results and measure ROI
      6) Continuous testing and optimization
    • 64. #4 Have a Post-Click Strategy – Landing Pages and Microsites
      Creating complimentary and highly relevant site experiences
      Landing pages MUST coordinate with online marketing efforts
      Define KPIs (Key Performance Indicators)
      Creating usable, persuasive site experiences
      Content development for the web
      Consistent call to action
      Relevant content
      Tailored for audience
      47
    • 65. Lead Generation Landing Pages
      48
      What is it?
      The webpage prospective patients arrive at
      after clicking on a link, usually a paid search
      link, or typing in a special web address found
      on traditional marketing materials.
      What does it do?
      Considers visitor’s geographic location, search keyword preferences
      Provides a segmented and highly targeted message for the visitor
      Presents introductory level of information to support conversion
      Provides a clear call to action (submit form or call phone #)
    • 66. Lead Generation Landing Pages
      49
      When should they be used?
      When your goal is a specific transaction:
      Web inquiries or referrals
      Phone inquiries or referrals
      New patient registration
      Newsletter sign-ups
      If the target audience only requires brief,
      introductory info. to convert – “Delegator” persona
      If the target audience is early in their
      decision making process
      When a tight timeline doesn’t allow for a microsite
      When it’s supported by a traffic-generating campaign
      Pay-per-click ads
      Display or banner ads
      Email blasts
    • 67. Lead Generation Microsites
      50
      What is it?
      The mini website prospective patients
      arrive at after clicking on a link, usually a paid
      or organic search result link, or by typing in a
      special web address found on traditional
      marketing materials.
      What does it do?
      Considers visitor’s geographic location, search keyword preferences
      Provides a segmented and highly targeted message for the visitor alongside relevant informational and reference content
      Provides a clear call to action (submit form or call phone #)
    • 68. Lead Generation Microsites
      51
      When should they be used?
      When your goal is a specific transaction:
      Web inquiries or referrals
      Phone inquiries or referrals
      New patient registration
      Newsletter sign-ups
      If the target audience . . .
      Is further along in their decision making process
      Is composed of meaningful sub-segments
      Requires moderately in-depth info. to convert –
      “Researcher” persona
      Requires a more complex, interactive brand experience
      to convert (videos, games, virtual tours, etc.)
    • 69. Relevant Keywords, Ad Copy and Landing Page
      52
      SEM ad appears for the search query “recovery center alcohol rehab”
      User clicks on the ad and is taken to a highly relevant landing page about alcohol rehabilitation at a recovery center
    • 70. Lead Generation Best Practices Overview
      Set your objective & define your target audience
      2) Create an integrated digital marketing strategy
      3) Create a search campaign strategy
      4) Have a post-click strategy – Landing pages and Microsites
      5) Define results and measure ROI
      6) Continuous testing and optimization
    • 71. #5 Define Results & Measure ROI
      Online measurement is transparent
      Set key performance indicators (KPIs) and measure
      Integration of online marketing
      Compliment traditional campaigns with online tactics
      Adapting business process for ROI measurement
      Lead funnel and workflow
      Lead follow up / call center
      Web analytics
      54
    • 72. Define Results & Measure ROI: Online Marketing Metrics
      55
      Cost
      Identify total spend for each online marketing campaign
      Impressions
      Measure number of times your ad is displayed
      Clicks
      Measure the number of users who click on your advertisement and reach your website or landing page
      Conversion
      Understand what actionable goals users perform when they are on your website
    • 73. Define Results & Measure ROI: Metrics Used by US Marketers
      56
    • 74. Define Results & Measure ROI: Web Analytics & ROI Optimization
      Define $$$ value of each lead
      = (Value of Patient*Number of Patients) / (Number of Leads)
      Lead value can then be related to online marketing media through web analytics
      Allocate budget to marketing tactic with highest lead value and ROI
      Optimize poor performing campaigns based on
      Lead value and ROI
      57
    • 75. Lead Generation Best Practices Overview
      Set your objective & define your target audience
      2) Create an integrated digital marketing strategy
      3) Create a search campaign strategy
      4) Have a post-click strategy – Landing pages and Microsites
      5) Define results and measure ROI
      6) Continuous testing and optimization
    • 76. #6 Continuous Testing and Optimization
      59
      A/B Testing
      Multivariate Testing
      Optimizations for Search Engines (SEO)
      Meta descriptions
      Keywords
      Relevant content
      Linking
      Anchor text
    • 77. 60
      EMG Case Study: St. Helena Recovery Center
    • 78. Case Study: St. Helena Recovery Center
      61
      Client Background
      St. Helena Hospital is part of Adventist Health, a not-for-profit, faith-based health system operating in California, Hawaii, Oregon, and Washington.
      Client Needs
      Needed to increase self referrals online for multiple programs, including Recovery Center
      Needed to generate awareness to promote their doctors and services
      Needed to be able to track and measure success
    • 79. Case Study: St. Helena Recovery Center
      62
      Navigation
      EMG Approach & Solution
      Extensive site audit – improved websites for enhanced usability, user experience, and search engine optimized content
      Developed lead generation focused microsite and landing pages
      Created desktop search and mobile marketing campaigns
      Created mobile landing page, click-to-call mobile ads
      Implemented call-tracking to track phone calls and keywords for additional analytics
      Form
    • 80. Case Study: St. Helena Recovery Center
      63
      The Results
      Delivered over 5,000 inquiries in 2010
      Decreased cost per inquiry (CPI) by 89.4%
      Average leads to sales conversion rate is nearly 30%
      Over 14,900% increase in phone inquiries compared to the beginning of 2010
    • 81. 64
      Landing Page Evaluation
    • 82. Memorial Health System of East Texas
      65
      Recommendations:
      Minimize scrolling
      Keep important content above the fold
      Maximize screen resolution
      Majority of screen resolutions are:1280x800, followed by 1024x768
      Below the Fold!
      Current Height:
      3,600+ pixels = more than 4.5 times the average screen resolution height
    • 83. 66
      Distinguish your most important call-to-action
      Add Call-to-actioin
      Great!
    • 84. 67
      Make connecting with your social networks easier
      Stronger call-to-action:
      “Like us on Facebook” for updates on events. “Follow us on Twitter” for up to the minute info
      Integrate Facebook’s Social plugins:
      Add the Like Button to allow visitors to ‘like’ your page with one click
      Great!
    • 85. 68
      Showcase important information
      New Patient Videos
      Patient Testimonials
      Awards and Recognition
      Latest News
    • 86. 69
      Improve your site for lead generation
      If your goal is lead generation or to increase communication on your website, consider the following:
      • Adding a Contact Us page or section on the home
      page for general questions/feedback
      • Adding a form consistent across your site
      • 87. Adding a phone number (call tracking)
    • Key Takeaways
      70
      People are spending more time online finding health information, specifically searching on search engines for symptoms, treatment, and disease/condition related information
      1
      Google AdWords and Analytics are great tools that allow you to track, and measure your online lead generation performance
      2
      Relevance is key! Make sure your keywords, ad copy, and site content are valuable for your target audience
      3
      4
      Don’t know where to start? Work with a strategic partner to get started on planning an integrated digital marketing strategy and help you continuously optimize and measure performance
    • 88. Q & A
      71
      Thank You!
      Contact us today to learn how EMG can apply it’s expertise in healthcare lead generation best practices and more to a number of your campaigns!Toll Free: (866) 62-EARTH
      www.visitemg.com
      FULL WEBINAR AVAILABLE TOMORROW AT:
      Youtube.com/earthboundmediagroup
      Earthboundmediagroup.com/emg/home/
      knowledge-center/webinars.html
      STAY CONNECTED WITH EMG:
      Twitter.com/EMGtheAgency
      Facebook.com/earthboundmediagroup