Webinar: Mobile Advertising for Hospitals

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Webinar: Mobile Advertising for Hospitals

  1. 1. Reaching the On-the-Go Patient WithMobile Advertising
  2. 2. Agenda • Mobile Has Arrived • The Value of Mobile Advertising • Mobile Advertising Case Studies • AT&T Mobile Display and YP.com • Other Mobile Marketing 2
  3. 3. Mobile Has Arrived Besides our wallet and our car keys, it’s the one device we never leave home without 3
  4. 4. Mobile Has ArrivedTechnology paves the way…• There are 5.3 billion mobile subscribers (thats 77 percent of the world population). 1• Mobile marketing budgets to rise 124% from 2010 to 2011, roughly 4% of overall marketing budgets2• Revising its estimates upward for 2011 and onward, eMarketer projects that mobile ad spend for 2011 will total $1.23 billion. The figure represents a 65% increase over 2010. 1. Mobilhinking, July 2011 2. E-Marketer, October, 2011 4
  5. 5. Mobile Has ArrivedMobile Ad Spending Projection eMarketer, October 2011 5
  6. 6. Mobile Has ArrivedSmartphone Penetration by Age Group Nielsen Research, Nov 2011 6
  7. 7. Mobile Has ArrivedMost Mobile Initiatives are Customer Focused Base: 58 global eBusiness managers who have a mobile strategy in place Forrester Research, Mobile Channel Strategy, June 2011 7
  8. 8. Mobile Has ArrivedMobile for Healthcare to Triple… Source: E-Marketer, January 2011 8
  9. 9. Mobile Has ArrivedSmartphones Pave the Way to Mobile Health 1. research2guidance, Dec, 2010 9
  10. 10. Mobile Has ArrivedMobile Apps for HealthcareProfessionalsMemorial Hermann HealthcareSystemAn iPhone and state-of-the-art medical applike AirStrip OB lets Memorial Hermann’sphysicians keep a finger on patients’ pulseseven when they can’t be at their bedsides.Doylestown HospitalAn app lets doctors get access to patients’vital stats, medical reference applications,and breaking health alerts to providecollaborative and efficient patient care. 10
  11. 11. Mobile Has ArrivedMobile Apps for HealthcareConsumersBaltimore’s Harbor Hospital is usinglocation-based mobile technology in its newmobile communication initiative.A landing page allows mobile users toquickly find Harbor Hospital and getdirections from their mobile location.AskMyOBGYN is a consumer app thatallows women to ask an OBGYNquestions about their health.Welldoc produces an app that letsdiabetic patients manage their diabetes.11
  12. 12. Mobile Has ArrivedWhat are Mobile Banner Ads? Graphical mobile Internet ads that when “tapped” will take you to the client’s website.12
  13. 13. VALUE OF MOBILE ADVERTISING 13
  14. 14. Value of Mobile Advertising Why Mobile Display Advertising? • Increase traffic to your hospital or foundation website • Launch new healthcare service lines or building additions • Announce new physicians to the staff • Increase recognition of your healthcare brand • Announce periodic promotions such as health fairs • Reach out-of-town visitors looking for healthcare 14
  15. 15. Value of Mobile Advertising • Print media with 2D Codes • Mobile media with click-thru (display, video, etc) • Mobile media with GPS triggered offer • SMS Alerts • Mobile Website • Mobile Media • 2D Codes • Mobile Website • IVR/Click-2-Call • Mobile Commerce • SMS Alerts • Downloads • Applications 15
  16. 16. Value of Mobile Advertising Projected U.S. Mobile Advertising Revenue By Type (Billions)$2.5 2014 Total Market: $4 Billion Search: 73%$2.0$1.5 2008 Total Market: $160 Million$1.0 SMS: Display: 63% 18%$0.5 Search: SMS: Display: 24% 9% 13%$0.0 Mobile Ad Spending up Nearly 80% in 2010 to $790 Million Source: Kelsey Group, June 2011 16
  17. 17. Value of Mobile AdvertisingMobile Drives Advertising Effectiveness eMarketer, October 2011 17
  18. 18. Value of Mobile AdvertisingSmartphones are shopping companions. Smartphones users…. Browse Search Act 81% browse 77% 74% make a use search the internet purchase websites Google Study: The Mobile Movement: Understanding Smartphone Users, April, 2011 18
  19. 19. MOBILE ADVERTISING CASE STUDIES 19
  20. 20. Mobile Advertising Case Studies1 million impressions144% increase in bookings 20
  21. 21. Mobile Advertising Case Studies 21
  22. 22. Mobile Advertising Case StudiesTens-of-thousands of opts-insfor 31 locations in 14 months 22
  23. 23. Mobile Advertising Case Studies 23
  24. 24. Mobile Advertising Case Studies • 30%-35% higher response • 5-10% lower cost per click 24
  25. 25. Mobile Advertising Case Studies Most successful SMS donation program ever recorded 25
  26. 26. Mobile Advertising Case Studies• Double redemption rates• 60% reduction in cost 26
  27. 27. Mobile Advertising Case Studies • Data on 98,000 toilets worldwide • Ranked 8th in the “travel” section in August 2009 • Featured in mainstream TV shows 27
  28. 28. AT&T MOBILE DISPLAY AND YPMOBILE 28
  29. 29. YP.com Mobile - Access made easy Through the web From the YPmobile app  All web-enabled phones  Free app preloaded on most can access YPmobile on AT&T devices, or requires the mobile web through download for other network devices their browser: m.yp.com or yp.com  Pre-loaded or downloaded on over 40M devices 29
  30. 30. Mobile Products Mobile Premier Listing (MPL) Mobile Display 30
  31. 31. YPmobile Premier Listing • Limited Inventory Ad Unit • Unique pre-determined placement on YPmobile. Appears ABOVE organic search results • Advertiser placed in 1 of 3 rotations. Up to 2 Mobile Premier Listings and one PPC will be rotated in the sponsored slot in equal proportion. • Click on Listing directs to MIP • Additional value:  May appear on MIPS of free listings on YPmobile  Receives additional priority in mobile distribution • Guidelines  Sold in all geographies  Only 2 available per Cat/Geo combo  12 month subscription only  Advertiser limited to 1 per Cat/MZ per listing“Apple, the Apple logo, iPhone, and iPod touch are trademarks of Apple Inc., registered in the U.S. and other countries.”. 31
  32. 32. Mobile Display Mobile Banner Ads Banner Ads on ATT Portals: on YP.com mobile ATT.net/MEdia Net 20.7 M Unique visitors 1.7M Unique visitors 1 Ad per page 15M avg monthly impressions 32
  33. 33. ATT.net/MEdia Net • ATT.net/MEdia Net is the web browser for all AT&T web enabled mobile phones (excludes iPhone)  #1 carrier mobile web portal - 1/3 of all mobile users  170 million monthly mobile impressions  20 million unique monthly visitors  40 content partners – The Weather Channel, CNN, MLB, and more 33
  34. 34. ATT.net/MEdia Net • Top-of-page display ads on ATT.net/MEdia Net  Placement on Home Page and select categories: - Homepage - Entertainment - News - Finance - Sports - Weather/Travel  Geo-Targeting: nationwide, metro, Zip- codes and verticals  Demographic and contextual targeting  4 banner sizes to fit most phones  Monthly reporting showing impressions & click through rate  Static graphic with actionable content 34
  35. 35. ATT.net/MEdia NetHyper-Targeted Display • Age • Gender • Occupation AT&T’s exclusive data demographics • Children in HH from our subscriber • Spoken Language customer base enables • Homeowner/Renter hyper-targeting • Credit Card Holder • Ethnicity • Marital Status • HH Income • Content Page (shopping, music, healthcare, etc) mobile context • Phone Type (make and model) • Day-parting • Geo-targeting • Mobile Use/Purchases • Expiring Contract 35
  36. 36. YP.com MobileAn extension of YP.com  Top 100 mobile web site with over 2 million monthly unique visitors  Pre-loaded on over 40 million AT&T phones  18 million local listings, 1.5 million consumer deals/coupons, and 9 million consumer reviews  2 million unique visitors, 8 million searches  125% year-over-year growth (2010) 36
  37. 37. YP.com MobileYP.com on various devices 2 million unique visitors 37
  38. 38. YP.com Mobile 38
  39. 39. YP.com MobileYP.com Mobile Extensive Distribution NetworkBoth large and small publishers are on the YPmobile Network Smaller publishers, like above distribute platform specific listings 39
  40. 40. YP.com Mobile 40
  41. 41. OTHER MOBILE MARKETING 41
  42. 42. Other Mobile MarketingSMS textingAdvertisers send marketing messages (coupons and sales offers) directly intothe hands of consumers via text messages. 42
  43. 43. Other Mobile MarketingSMS texting – Who Texts?Age Group Average Number of Monthly Average Number of Monthly Text Calls* Messages*All Subscribers 204 357Ages 12 & Under 137 428Ages 13 – 17 231 1,742Ages 18 – 24 265 790Ages 25 - 34 239 331Ages 35 – 44 223 236Ages 45 – 54 193 128Ages 55 – 64 145 38Ages 65+ 99 14 Prime Healthcare PatientsNielsen tracks billing activity through an opt-in panel of more than 50,000 personally liable, postpaid U.S. mobile lines across the top four carries: AT&T, Spring Nextel,T-Mobile and Verizon Wireless * Note: Data includes U.S. wireless subscribers only. Source: The Nielsen Company (January 1, 2008 to June 30, 2008 43
  44. 44. Other Mobile MarketingMobile Enhanced SEMHave you made mobile enhancements to yourSEM program?  Search terms are shorter  Majority of searches are local 44
  45. 45. Who We Are More than 100 years of lead generation experience coupled with the power of AT&T 45
  46. 46. Who We Are 46
  47. 47. Follow-up or QuestionsAllan BeamAccount Director, Healthcare937-297-2613Allan.Beam@berrynetwork.com 47

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