Healthcare and Online Marketing: What you need to know in 2012


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Online marketing and social media present fantastic opportunities for healthcare providers to engage with potential patients and clients. Elements of online marketing are particularly targeted to attracting these types of relationships. Search Mojo is hosting a free webinar with Zibbel, a healthcare technology firm, on Thursday, January 26 at 2:00 p.m. ET. This webinar will review these opportunities and the best practices for maximizing your online marketing efforts.

Online marketing experts Henry Engleka, CEO of P4 Strategy Group, and Janet Driscoll Miller, President & CEO of Search Mojo, will review the current status of online marketing and the healthcare industry, then dig into the latest opportunities targeted specifically to healthcare marketing. This will include case study data and what to look forward to in 2012.

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  • Henry
  • A specific disease or medical problem: 66%. A certain medical treatment or procedure: 56%. Doctors or other health professionals: 44%.Hospitals or other medical facilities: 36%.Health insurance: 33%.Food safety or recalls: 29%.Drug safety or recalls: 24%.Environmental hazards: 22%.Pregnancy and childbirth: 19%.Alzheimer’s/memory: 17%.Medical test results: 16%.Chronic pain: 14%.Long term care: 12%.End-of-life decisions: 7%.
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  • JanetShow search on “bariatric surgery” (highlight difference between organic and paid results)Show difference when I put in a different city
  • JanetDemonstrate bariatric surgery searchDemonstrate ad preferences (
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  • HenryNote: This was over a three month timeframe.Might also mentioned that PPC and Facebook opened new channels for traffic – then mention the 19% of visits were Google PPC.Note: I took out the bullet: “ jumped to #90 in Google search for “cancer treatment centers in New Jersey” - previously not in top 100” because it doesn’t sound terribly impressive, unfortunately.
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  • JanetDemonstrate results for search on “cancer treatment options”
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  • JanetAs of last month, mobile search accounts for about 15-20% of all search volume.Make mobile part of your 2012 strategy!
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  • Healthcare and Online Marketing: What you need to know in 2012

    2. 2. AGENDA • What’s working today? – Overview – The Internet & Healthcare – Search Marketing – Facebook Marketing • Case Study: John Theurer Cancer Center • What to Look For in 2012 – Facebook Sponsored Stories – Mobile Search @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    3. 3. WHAT’S WORKING TODAY?@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    4. 4. THE INTERNET AND HEALTHCARE In 2009: 69% of internet users gathered health information online Today: 80% of internet users gather health information onlinePew Internet and American Life Project @searchmojo #mojowebinar @searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    5. 5. FOR WHAT? 0 10 20 30 40 50 60 70 Specific disease/medical problemCertain medical treatment or procedure Doctors or other health professionals Hospitals and other medical facilities Health insurance Food safety/recalls Drug safety/recalls Environmental hazards Pregnancy and childbirth Alzheimers/memory Medical test results Chronic pain Long term care End of life decisions @searchmojo #mojowebinar @searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    6. 6. SO WHAT? Percentage of people who report the types of online sources they have visited to get information on a company, brand or product** deiworldwideresearch @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    7. 7. WHY DO IT? • Enhance reputation • Attract new patients, customers • Improve experience of existing patients, customers • Increase awareness about services • Promote health and health care • Enhance brand loyalty • Fundraising or CSR @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    8. 8. THERE ARE PITFALLS • Privacy concerns • Doctor liability @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    9. 9. ADDRESSING PITFALLS • Set policies – Consider a social media task force – Hire a social media manager – Incorporate social media in performance reviews • Institute training • Use disclaimers • Monitor, and address violations @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    10. 10. NOW WHAT? Participate! Health care companies and providers understand that a bigger positive footprint means more business and better reputation They are turning to social media: where people trust the information Analytics are catching up: We can track sales leads, identify potential issues @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    11. 11. WHERE TO BEGIN? • Search Engine Optimization • Search Engine Marketing (PPC) • Social Media Advertising @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    12. 12. SEARCH ENGINE OPTIMIZATION (SEO) • Good for those researching options • Results automatically geotargeted to searcher’s location • Relies primarily on your site’s content @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    13. 13. SEO IS A FOUR-PRONGED PROCESS 1. Keywords – What do you want to rank for? 2. Content – Include keywords in your website content 3. Inbound Links – Links from other websites count as “votes of popularity” 4. Social Media – It’s the new way people share content. @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    14. 14. PAID SEARCH (PPC) • Becoming increasingly important • No real demographic targeting – yet… – Geotarget ads • Google is “learning” about searchers @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    15. 15. FACEBOOK ADVERTISING • Great for demographic targeting • Target users by: – Age – Interests – Status updates @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    16. 16. CASE STUDY: JOHN THEURER CANCER CENTER2009:• Nation’s 5th largest cancer center by volume - Aggressive business model• Not ranked in the top 50 – implications tied to reimbursement and awareness• Communications was lagging – Not found in online search – Not using social media @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    17. 17. JOHN THEURER CANCER CENTER – US NEWS RANKINGS US News Over Three Years Year Ranking Overall Score Reputation Score 2009 62 22.9 0.0% 2010 55 28.1 0.4% 2011 42 35.1 1.7% Ranked in the top 50 @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    18. 18. JTCC: STRATEGY AND EXECUTION• Developed and executed a comprehensive communications and marketing strategy – Direct to physician marketing – Complicated care - research, technology, complicated cases (patient stories) – Website re-launch – SEO and PPC – Social media engagement @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    19. 19. JTCC: SEARCH WAS A BIG COMPONENT LAUNCHED FALL 2010 Google PPC accounted• Website visits tripled for 19% of visits• New visitors +8,875 in the first month• +5,100 visitors to the JTCC site through Facebook ads• +3,800 visits to the site via paid search• Traffic from organic search results has improved by 66% @searchmojo #mojowebinar @searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    20. 20. OPPORTUNITIES IN 2012@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    21. 21. GREATER SOCIAL INTEGRATION • Search Plus Your World – Launched earlier this month – Greater integration between social connections and search results – Actually will ALTER search results based on your social connections – Solidifies importance of having a large social network @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    22. 22. PAID SEARCH: EXTENSIONS • Sitelinks – Opportunity to expose more content – Great for “broad” term searches – Cost: same cost per click as the main ad @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    23. 23. PAID SEARCH: EXTENSIONS• Location Extensions – Helpful for mobile searches (emergencies) – Cost: same cost per click as the main ad @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    24. 24. PAID SEARCH: EXTENSIONS • Phone Extensions – Allows searchers to call you directly from the ad without even clicking – Great if you have someone to answer calls – Cost: Separate bid from your ad click @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    25. 25. HOW GOOGLE+ WILL CHANGE ADS MoreSocial Search EffectiveCircle History Personalization • While Facebook relies on users to TELL it what they like, Google will determine it based on social circle and search history. @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    26. 26. @searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    27. 27. HOW GOOGLE+ WILL CHANGE ADS Social Search Mobile Circle History Location Websites (Chrome) Most Effective Personalization @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    28. 28. FACEBOOK SPONSORED STORIES • Cost per click (CPC) is 45% cheaper than other FB ads @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    29. 29. FACEBOOK SPONSORED STORIES @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    30. 30. FACEBOOK SPONSORED STORIES • Upcoming Webinar: The Secrets to Getting Positive ROI From Facebook Advertising February 2, 2012 2:00 p.m. ET Register at: @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
    31. 31. CONTACTJanet Driscoll Miller C. Henry hengleka@p4strategy.com800-939-5938 x101 646-756-2693Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmiller Twitter: @hengleka and @searchmojo #mojowebinar@searchmojo#mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM