Online Healthcare Trends
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Online Healthcare Trends

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Online marketing strategy to reach Boomers, Seniors and Healthcare Executives through social media, Paid search, SEO and e-mail marketing.

Online marketing strategy to reach Boomers, Seniors and Healthcare Executives through social media, Paid search, SEO and e-mail marketing.

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  • In trying to understand more about how medical devices and electronic health record (EHR) systems are purchased, we surveyed more than 700 hospital administrators. We also conducted 60 in-depth interviews with hospital CFOs, CEOs, CIOs, physicians, OR and radiology directors and other key influencers.
  • 58% of healthcare marketers use blogs vs. 74% of all marketers (Source: Content Marketing Institute)
  • For instance, a mobile-­optimized site is essential. Buyers start conducting quick research on their mobile devices while in meetings and then return to their desktops to complete their reading. A mobile-optimized site should make that transition as fluid and frictionless as possible.

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  • 1. Current Trends in Online Healthcare Marketing
  • 2. FSC Interactive • Online and Interactive Marketing Agency • Specialize in Social Media Strategy, Paid Search Campaigns and SEO • 7 years experience working with local businesses
  • 3. Tiffany Starnes • Vice President of FSC Interactive • PR professional turned online strategist • NOLA native with tours on both coasts
  • 4. The State of Online Healthcare
  • 5. “The primary reason hospital administrators conduct online research is to limit the number of vendors... We cannot deal with all 50 of them, and try to pick the top three or four.” As hospital administrators begin to narrow their list of possible vendors 82% Look at online product reviews and comparisons. Google & CEB’s Marketing Leadership Council, B2B Digital Evolution, February 2013 Your client is online
  • 6. Your end customer is online
  • 7. How can you reach them?  Search: Paid & Organic  Social Media  Mobile  E-mail
  • 8. Paid Search  AdWords  Bid for keywords.  Target geographically.  Only pay for clicks.  Track & Optimize.
  • 9. 73% of Boomers have clicked on a sponsored link Paid Search
  • 10. Organic Search  Links  Check your listings on Yahoo, Bing and Google. Claim them and make sure they are 100% complete.  Seek additional directory listings.  Encourage reviews!
  • 11. Organic Search  Content is king!  Create unique relevant content regularly.  Consider a blog.  Use keywords in your copy to increase your chance of ranking for that term.  Pay attention to your website structure and headings
  • 12. 54% Of boomers/seniors watch online video Social Media After watching a video, 79% Of hospital administrators continue on to the manufacturer’s website for more information, 63% talk to others about the information.http://www.thinkwithgoogle.com/articles/how-hospital-administrators- research-online.html
  • 13. Social Media  Video  Demonstrate product.  Provide Client testimonials.  Answer frequently asked questions.  Tag videos with relevant keywords.  Keep it short. Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Social Networking Users Q11: Which of the following social networking sites (like Facebook, Google+, MySpace, etc) do you use or are you currently a member of?
  • 14. Social Media http://www.symplur.com/healthcare-hashtags/
  • 15. Social Media  Twitter  Search for Lists of healthcare influencers.  Participate in Twitter chats.  Follow relevant hashtags.  Be present.
  • 16. Social Media  Facebook  Create a robust Facebook presence with branded cover photo and logo.  Post regularly.  Tag relevant companies, organizations or partners.  Highlight the personal side of your business. Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Social Networking Users Q11: Which of the following social networking sites (like Facebook, Google+, MySpace, etc) do you use or are you currently a member of?
  • 17. Think Mobile  Mobile  Develop a responsive website.  Consider the customer journey and where to best reach your audience.  Use Google Analytics to track where web traffic is coming from.
  • 18. E-mail
  • 19. Be there. Be informed.
  • 20. Questions? Tiffany Starnes Vice President tiffany@fscinteractive.com www. fscinteractive.com