Your SlideShare is downloading. ×
Hcic Greystone 2010 Ns Mm Final
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

Hcic Greystone 2010 Ns Mm Final

298
views

Published on


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

  • Be the first to like this

No Downloads
Views
Total Views
298
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
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

Transcript

  • 1. Extreme Measures: Website Performance and ROI Presented by: Grant Gannon of NorthShore University HealthSystem & Kelly Cutler of Marcel Media Twitter - @northshoreweb and @marcelmedia
  • 2. 1 • About NorthShore & Marcel Media 2 • Pain points 3 • Tools the “pros” use 4 • NorthShore Data & Results Agenda 2
  • 3. NorthShore University HealthSystem (NorthShore), headquartered in Evanston, Illinois, is a comprehensive, fully-integrated healthcare delivery system that serves the greater north shore and northern Illinois communities. Details • Four hospitals • 75 (and growing) medical office facilities • 800 physicians • Affiliated with University of Chicago • Fully-integrated Electronic Medical Record (EMR) system About NorthShore 3
  • 4. 2003 • NorthShore engaged in first Search Engine Marketing campaign on Yahoo! 2004 • NorthShore reached first traffic benchmark. 2005 • NorthShore provided key input for online campaign growth areas such as Heart, Ortho, Cancer and GI. 2006 • NorthShore began strategic search engine marketing campaign for growth areas on Google. 2007 • NorthShore launched “Doctor Name” campaign and redesigned website. • Marcel Media recommended advanced SEO/SMM/Web 2.0 strategies. 2008 • Marcel Media launched first NorthShore live chat. 2009 • NorthShoreConnect, online gateway to NorthShore medical care, reaches 100,000 users. 2010 • NorthShore redesigned website and is building a foundation for condition- based search and navigation. The Partnership 4
  • 5. Pain points for NorthShore 5
  • 6. • What kind of results can be expected from web marketing? • How is the online space valuable in terms of what we are trying to achieve? • What are the most important metrics? • Where do we start? Questions from C-Suite 6
  • 7. Goals • Honing in on medical specialties • Promoting and demonstrating the value of NorthShoreConnect • Generating increased web traffic • Utilize social outlets to generate brand awareness and position NS as a resource • Web redesign in early 2010 based on user behavior and research data • Increase organic results through optimized page titles and URLs Current Situation 7
  • 8. Search Engine Optimization (SEO) • Generating traffic through natural placement on search engines Social Media Marketing (SMM) • Establishing discussion/interaction between NorthShore and users Web 2.0 • Facilitating interaction with the latest web apps Paid Search • Garnering traffic through highly targeted, paid ads Online Marketing Solutions 8
  • 9. Google Analytics Data Analysis Strategy Data-Driven Strategy 9
  • 10. Pages per Visit • Average number of pages viewed during a site visit – (repeat single pageviews included) Average Time on Site • Average duration of a site visit Percentage of New Visits • Percentage of new site visitors within a specific date range Bounce Rate • Percentage of single-page visits (user leaves site from entrance page without interaction) Key Performance Indicators (KPIs) 10
  • 11. Tools the “pros” use… 11
  • 12. Google Analytics is a free, cookie-based, page-tagging web analytics solution. • Colorful • Clean reports (over 30,000) • Clear labels • Fully customizable • Easy campaign creation • Advanced capabilities Google Analytics: The Coloring Box 12
  • 13. Visitor browsing sessions • Heatmaps show where visitors click, look, and scroll • Link Analytics show interactions, hovers, and hesitation time • Form Analytics reveals problem fields in online forms that cause visitors to leave Customer Experience Analytics (CEA) 13
  • 14. Web-based focus groups allow users to perform an action based on a scenario they are given. While users are interacting with the site, their voices and computer screens are recorded. Online User Focus Groups 14
  • 15. Provides keyword theme ideas and search volumes Google Keyword Tool 15
  • 16. Provides trending forecasts for keyword searches. Compare various date ranges geographic distributions. Google Insights for Search 16
  • 17. NorthShore Data & Results 17
  • 18. NorthShore.org: Pre Re-design 18
  • 19. Find a Doc 26% Home Page 16% Locations 13% Clinical Services 12% About Us 6% Health Encyclopedia 4% Calendar/Class es/Events 3% Billing 3% All other pages 17% Percentage of Pageviews Shifts in Analytics: Driving Re-Design 19
  • 20. NorthShore.org: Post Re-design 20
  • 21. March 1, 2010 – May 31, 2010 CE Analytics: Post Re-design 21
  • 22. Traffic: Post Re-design March 1,2010 – October 31, 2010 22
  • 23. More focus on videos to let patients and physicians tell the story. Using Video to Tell the Story • 125 videos – 24,000 views • High level of engagement 23
  • 24. Top Referring Sites 24
  • 25. Facebook Traffic 25 June 1,2009 – October 31, 2010
  • 26. Facebook Interactions 26
  • 27. Facebook Advertising 27 Used Facebook Advertizing to create, nurture and grow a community around NorthShore
  • 28. Twitter Interactions Twitter Interactions 28
  • 29. What other ideas do you have about how this site could be improved? • “Listing doctors randomly would ensure that doctors with last names that occur late in the alphabet would not be at a disadvantage when it comes to getting new patients. I could easily see how most new visitors would tend to choose doctors on the first page or two of the search results.” Online User Focus Groups – Sample Data 29
  • 30. • Use analytics to make smart decisions. • Incorporate social media into your overall strategy. • Help Senior Managers see value of integrating the web to overall business objectives. • The site will always be a work in progress. “An ounce of data is worth a pound of opinion” Key Takeaways 30
  • 31. Grant Gannon NorthShore University HealthSystem • ggannon@northshore.org • Like us on Facebook • http://www.linkedin.com/in/grantgannon • Twitter @northshoreweb Kelly Cutler Marcel Media • kelly@marcelmedia.com • Like us on Facebook • http://www.linkedin.com/in/kellycutler • Twitter @marcelmedia Thank You/Credits 31