Bridge the Gap Between Online and Offline - Ben Dillon

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  • Bridge the Gap Between Online and OfflineThanks all of you for joining us as we talk about making our online and offline marketing work more effectively togetherA new year. A fresh outlook. A wealth of opportunities. As you plan your marketing initiatives for 2012, are you adding online components? Too often the answer is no. Integrating online and offline marketing is the key to making your efforts pay off – but it can also be a challenge. So while you’re outlining your goals, strategies and tactics for the year, join us to learn how to incorporate your website, social media channels, and microsites. Chances are there is a great opportunity to bring cohesion to your online and offline promotions, and get a lot of ROI along the way.  In this webinar you’ll learn:How to bring more consistency to your offline and online initiativesHow offline components can help you align your marketing spend with marketing ROIHow to see beyond the Web as your only online channel and discover tips to when and how to incorporate social media, blogs, microsites and pay-per-click campaignsBest practices established by hospitals that are successfully implementing tie-ins between online and traditional marketing efforts
  • Bridge the Gap Between Online and OfflineThanks all of you for joining us as we talk about making our online and offline marketing work more effectively togetherA new year. A fresh outlook. A wealth of opportunities. As you plan your marketing initiatives for 2012, are you adding online components? Too often the answer is no. Integrating online and offline marketing is the key to making your efforts pay off – but it can also be a challenge. So while you’re outlining your goals, strategies and tactics for the year, join us to learn how to incorporate your website, social media channels, and microsites. Chances are there is a great opportunity to bring cohesion to your online and offline promotions, and get a lot of ROI along the way.  In this webinar you’ll learn:How to bring more consistency to your offline and online initiativesHow offline components can help you align your marketing spend with marketing ROIHow to see beyond the Web as your only online channel and discover tips to when and how to incorporate social media, blogs, microsites and pay-per-click campaignsBest practices established by hospitals that are successfully implementing tie-ins between online and traditional marketing efforts
  • This slide shows some of our current clients which includes small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System. Are there any that stand out?
  • Companion Whitepaper
  • <<build poll question>>Q:What role best represents you and your interest in today’s webinar?A:I’m a marketing executive or service line manager hoping to learn about building digital communications into my planning.I’m an interactive marketer or web manager seeking to get the web into plans owned by others.We have a mixed group coming from both perspectives.
  • Two anecdotes<<Need a story and an image>>Dalal talking about incorporating web into everythingit’s just another channelTraining staff on web as we do in other areasWe see too many last minute “we should do something with the web” at the 11th hour or significant campaigns that run with no web extension at all that tells me that we’re not yet at a point where this channel (or set of channels) is really pulled in with the rest of what we do.
  • We’re all spending more time online. If you’re not connecting through digital media, you’re now missing people that you once caught. Campaigns are less effective without digital
  • ***Consumer/patient engagement lifecycle***The Internet, Digital Marketing, User Experience…these now shape these interactions…and on a daily basis. So we can take those marketing principles and expand that circle…which is how we get to the comprehensive marketing strategy.Remember, at the center of all this change sits the brand. TV and print advertising now regularly feature digital experiences and on so many levels, the visual interface has become the new face of your brand. The biggest challenge is that it’s really changed the job of the marketing department and is now harder than ever to influence…and so you have to reach further than ever before. Acquire becomes our AWARENESS phase…Engagement is our CONSIDERATION phase…Convert becomes our best place for offering a SERVICE or something online that turns them into our customerRetain becomes our opportunity to lock in LOYALTYSo when we look at this slide and we want to continue to build off that inner circle to include efforts that you may not be entirely familiar with but need to now consider.
  • <<Update to SRHS???>>And vice versa – here’s a web only…Multi-channel online onlyAvera Behavioral Health
  • Ask ourselves – What works better? (BUILDING AWARENESS) A billboard that lives on its own or one that’s part of a multi-channel campaign that includes radio, TV and, dare I suggest, the web?Recency and Frequency are core concepts of marketingConnecting the right message with the right person at the right moment…For a number of these awareness goals, the web just does this better<<need to make the case for using digital?>>
  • <<build poll question>>Q:How does digital communications fit into your marketing planning process today?A:What’s a marketing planning process?We have a marketing planning process, but nothing like that is done for online channels.We have separate planning processes for online and traditional media channels.Digital channels are part of our part of our planning process, but are often forgotten.We include online communications into every marketing and communications initiative that we do!
  • Work orders for the web
  • EX. Robotics – no one looks for robotics…Look for spine or hysterectomy or prostate surgery – great benefit here.Or other planning documentAsk these questions…Success = conversions
  • ***Work orders for the web***Audience segmentsObjectives and related metricsThen tie together channels, audiences and messages
  • Long time to valueCircumstances change ***client lays off 1 wk before big new campaign – “take it down!”***Competitors change – number of times competitor has come out with a “too close” campaign just before you doLots of wasted effortWhat if the messaging doesn’t work? What if you’re hitting the wrong audience? What if your internal folks drop the ball? Don’t know for ages (if at all)
  • Not just the tools – leads us to a new way of doing what we do! “enabler”Short cyclesLots of analyticsDecisions adjust as new data is availableRespond rapidly as your assumptions are testedLow risk/cost to try == Lots of small experiments (A/B, testing messaging,etc)Cross disciplinary teams work together from start to finishShort time to value
  • New GE – filling schedulesColonoscopies are a tough sell!Good goals are: specific, measurable, achievable, time-boxed***Important that goals aren’t “views” or “traffic”. It’s procedures.
  • Focus on buildingtrackability in.Sent people to the landing pageSo, optimize the landing page!
  • Adapted landing pages with each stage of the campaign
  • Targets same geographic area as text ads Targets Websites that fit specific topics, ie;Men’s HealthWomen’s HealthHealth ConditionsAging Targeting age groups that meet eligibility
  • Take advantage of holiday music listenersDrives to TV/Radio campaign landing page
  • WE can track things all the way through. Watch, measure, adjust.That postcard you printed is what it is. It works or it doesn’t to take consumers that far through the process. We can tweak everything after that. How people answer the phone, what’s on the web page that they see, organization of the page, the offers we present. We can present
  • People coming from the old world – write it out. Can’t win that battle? Bring in the data.
  • Still working out some issues with attribution. Learned a lot about trackability here and a few things were done…suboptimally.Bottom line, we are credited on 70 actual appointments.

Transcript

  • 1. January 2013 WebinarBRIDGE THE GAP BETWEENONLINE AND OFFLINEBEN DILLON, MBAVICE PRESIDENT & EHEALTH EVANGELIST | GEONETRIC
  • 2. As an affiliate of the Illinois Hospital Association (IHA), we are a group of healthcaremarketing and communications professionals dedicated to offeringnetworking, recognition and educational opportunities for professionals in the fields ofhealthcare public and community relations, marketing and affiliated services.HAVE YOU RENEWED YOUR MEMBERSHIP FOR 2013? Up to 7 individuals from your organization can join for $199! Visit Ishmpr.org to renew. SAVE THE DATE! 2013 joint conference Oct. 23-25 in Lake Geneva with Wisconsin Healthcare Public Relations & Marketing Society (WHPRMS)
  • 3. January 2013 WebinarBRIDGE THE GAP BETWEENONLINE AND OFFLINEBEN DILLON, MBAVICE PRESIDENT & EHEALTH EVANGELIST | GEONETRIC
  • 4. WHO AM I?Ben Dillon, MBAVice President & eHealth EvangelistGeonetric, Inc.Ben is a Vice President at Geonetric. He writes and speaksextensively about healthcare technology trends, everythingfrom social media strategies to accountable careorganizations and what it all means to our healthcareclients and the industry as a whole. Ben is a SHSMD boardmember, a member of the HIMSS Personal HealthInformation Taskforce and chairs the eHealth SpecialInterest Group, is an inaugural judge of the HealthcareInternet Hall of Fame and has judged the eHealthLeadership Awards for the past ten years.
  • 5. WE HELP HEALTHCAREORGANIZATIONS LIKE THESE
  • 6. WHITE PAPER AVAILABLE The Future of Mobile is Here Knowing how to best connect with your growing mobile audience can be challenging. Everything’s changing so fast it’s easy to feel like you’re always playing catch up. As consultants to the healthcare industry for more than 13 years, Geonetric has helped dozens of hospitals create mobile strategies that really work. This white paper is modeled after conversations we have with hospital marketers every day, providing the context and background to help you understand today’s mobile landscape. You’ll learn more about the changes in mobile technologies, understand the different ways to approach mobile and – most importantly – be able to determine the right course for your organization.Tweet @Benatgeo or email Ben.Dillon@Geonetric.com for a copy!
  • 7. POLL QUESTION:HOW ARE YOU APPROACHING THIS WEBINAR?
  • 8. LET’S BEGIN WITH A STORY…
  • 9. HEALTH CONSUMERS ARESPENDING MORE TIME ONLINE ARE YOU?
  • 10. LoyaltyFacebookTwitterForumsChatBlogsEmailMobile appsAwarenessBanner adsSEO/SEMEmail promotionsSocial media marketingMobile adsYouTubeOnline word of mouthConsiderationEmailsInteractive quizzes/HRAsLanding pagesBlogsMicrositesServiceOnline storeClass registrationsOnline chatTablet and mobile appsCall centerAppointment requestsKiosks
  • 11. ONLINE AD CAMPAIGN 1.0• 12 flash ads/20 text ads• Online ads on 30+ sites, including: – Parents.com, Revolutionhealth.com, Facebook and Google• Results – 200 new site visitors – Overall call traffic increased 62% – Call volume from 17 states increased • 11 new states had call center activity that had never received a single call before
  • 12. BETTER TOGETHER• Digital communications brings: – More touch points – Low cost per impression – Broader reach – Better data – Excellent targeting – Ability to change and adapt
  • 13. THE PLANNING PROCESS
  • 14. POLL QUESTION:HOW DOES THE WEB FIT INTOYOUR MARKETING PLANNING PROCESS?
  • 15. FUNDAMENTALS1. All Web projects must go through the Web team2. Co-locate your teams3. Web staff presence at staff meetings4. Be part of the process
  • 16. TYPICAL PLANNING PROCESS Strategic themes come down from on Goals  Campaigns high Master CalendarCreative Brief Budget Tactics Timeline Audiences Messages Tone and Voice
  • 17. CREATIVE BRIEF • What statistics or research can help us develop our strategy? • What is the goal of your campaign? • Who is your audience?? ? • Why are they interested in this ? program or service? • What channels can we use to reach these audiences? • What are the messages that will resonate with each audience? • How will we measure the success of this campaign? • Key performance indicators? – Leading indicators vs. lagging?
  • 18. MARKETING PLAN
  • 19. ONLINE/OFFLINE INTEGRATIONURLs on our marketing Digital-centric strategy Continuum
  • 20. THE TRADITIONAL CAMPAIGN PLAN Months of work, and then it all goes live!
  • 21. WHAT DIGITALBRINGS TO THE PARTY
  • 22. AGILE MARKETING EXAMPLECROZER-KEYSTONE COLONOSCOPY CAMPAIGN Narrow, focused goals: Avg. of 3 colonoscopies per week Over 3 months (then extended)
  • 23. CONTENT PAGE UPDATESBefore After
  • 24. REVAMP LANDING PAGE• Create new colonoscopy content• Create new page layout featuring “on-page” short form• Directed first round of PPC ads to this landing page
  • 25. SOCIAL MEDIA CAMPAIGNCOUNTDOWN TO HALLOWEEN
  • 26. FLOWS THROUGH ALL SOCIAL MEDIA CHANNELS
  • 27. TARGETED PPC ADS
  • 28. RADIO/PANDORA
  • 29. TV
  • 30. HOLIDAY EMAIL CAMPAIGN Healthplex • Three Different Messages • Three Different Audiences • Each drive to complementary landing page • Trackable phone number Women’s Wellness Healthy Living After 50
  • 31. WE CAN MEASURE EVERYTHING ONLINE!
  • 32. A/B TESTING WITH LONG FORM• Same ads as original PPC campaign• Campaign landing page: also identical to original PPC campaign, except for right panel
  • 33. REDESIGNED FORM BASED ON ANALYTICS
  • 34. Adwords TBD TBD Landing Page Landing Page Forms ProceduresPandora TBD 19 calls Procedures TBD 6 calls TV Procedures Landing Page TBD TBD Forms Procedures TBD Radio Phone 5 calls Procedures TBD TBD Forms Procedures Email Landing Page TBD 0 calls Procedures
  • 35. QUESTIONSContact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.Geonetric.com @benatgeo Pinterest.com/benatgeo
  • 36. THE END