Interactive Health Care Marketing"
Online Strategy and Tactics
Fall 2009
Online Health Care Marketing ©Spur Interactive 2009
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Health Care: a Large and Growing Industry
 U.S. health care spend to exceed $2.5 trillion in 2009(1)
 Growing 6.2% annually
 Expected to reach $4.4 trillion by 2018
 More than double spend from 2007
(1) Source: National Coalition on Health Care, 2009
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How Will You Participate in the Growth?
 Competition for U.S. patients is increasing
 Domestic: U.S. providers seeking to protect and grow share
 Abroad: International providers seeking to steal share
 Marketing success requires:
 Compelling message
- Relevant
- Unique
- Memorable
- Defensible
 Effective channels
- Efficient
- Cost-effective
- Targeted
- Measurable
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Business Case for Online Healthcare Marketing
This is where the patients are
 Online > 33% of media consumption(1)
 85% of adults age 30-50
 51% of adults 65-75
This is how they make decisions(2)
 75% of Internet users research health online
 12% will visit a health-related site today
 Health is the #1 research category for 60+
 75% of users with chronic condition said online "
research influenced their treatment decision
Online media offers compelling advantages
 Able to Target, Engage and Interact
 Measurable, Affordable, Accountable
(1) The Media Audit 2009
(2) Pew Research 2009
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The Silver Bullet in Online Healthcare Marketing?
It Doesn’t Exist!
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Online Success Requires an Integrated Approach
Search Social Video Display E-Mail
Paid + Blogs, Networks, Display and Rich Media, House & 3rd
Natural Content Sites Pre-roll
Banners Party email
Awareness
Interest
(Consideration / Preference)
Decision
$$$
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Digital Media Can be Overwhelming
Video
E-Mail
Search
Display and House & 3rd
Paid +
Display
Pre-roll
Party email
Natural
Social
Rich, Flash Tweets, Posts, Blogs,
and Static Ads
Photos, Videos
Email "
Info Sites
Blogs
Lists
Social
Search
Networks
Web Site
Need Directions?
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Roadmap for Interactive Healthcare Marketing
Optimize your Web Site
• Usability: make it easy, intuitive and engaging
• Marketing: make it compelling and inviting
• Search: optimize for natural search rankings
Create online demand for your Brand (Advertise!)
Engage and interact via Social Media
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Keys To Success for Interactive Health Marketing
Research and planning
• Success starts with a Plan
• Understand customers decision cycle
• Develop an online marketing strategy
Integrated approach
• One-off interactive efforts don’t work
• Advertising + Social + Search = Success!
Measurement
• Define the right metrics
• Capture the right information
• Translate online activity into ROI
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About Spur Interactive
Strategic Interactive Agency
Full Service Approach
• Lead generation
• Strategies
• Customer cultivation
• Creative
• Brand building
• Media
• ROI measurement
• Analytical Insights
Uniquely Positioned: Advisor and Implementer
Planning  Execution  Measurement  Optimization
Thought leaders in digital media:
 Integrated campaign planning and execution
 Experts in reaching, engaging and acquiring customers
Track record of successful programs
 7+ years of ROI-based successes for leading brands
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Interactive Healthcare Marketing Expertise
Spur has online health marketing experience in many categories:
 General acute care
 Cardiac monitoring
 Specialty service lines
 Lasik surgery
 Bariatric / Lap Band surgery
 Hair Replacement
 Mobility products
 Acne and Skin care
 Diabetic supplies
 Cosmetic surgery
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Interactive Healthcare Marketing Insights
Our Healthcare experience affords valuable insights:
 How consumers and doctors research health information
 Which media outlets work at each stage of the decision cycle
 Which online offers work (and which ones don’t)
 How to maximize conversion rates and minimize costs from:
 Search engines
 Social media
 Online health info publishers
 Display ad networks
 3rd party email list owners
 Optimizing post-lead conversion
 Measuring impact of online media
 Quantifying ROI
Let us put them to work for you!
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In Closing…
Online healthcare marketing is effective… but also very
competitive.
Success requires:
 Strategic, integrated approach
 Understanding how consumers and doctors do research
 Expertise in managing and measuring online media
For more info:
 Visit our blog http://blog.spurinteractive.com
 Connect with us online:
 Twitter: @spurinteractive
 Facebook.com/spurinteractive
 info@spurinteractive.com
 Visit or call
 3701 Kirby, Suite 1290 | Houston, Texas | 77098 | 713.357.7101
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