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Online Health Care Marketing"
                                                                        The Basics!

       ...
Health Care: a Large and Growing Industry
                U.S. health care spend to exceed $2.5 trillion in 2009(1)
     ...
How Will You Participate in the Growth?
         Competition for U.S. patients is increasing
               Domestic: U....
Business Case for Online Healthcare Marketing
  This is where the patients are
          Online > 33% of media consumptio...
The Silver Bullet in Online Healthcare Marketing?




                                                       It Doesn’t Ex...
Online Success Requires an Integrated Approach



                 Search                        Social         Video     ...
Digital Media Can be Overwhelming

                                           Video
          E-Mail
                     ...
Roadmap for Interactive Healthcare Marketing
          Optimize your Web Site 
          •    Usability: make it easy, int...
Keys To Success for Interactive Health Marketing
            Research and planning
           •    Success starts with a P...
About Spur Interactive
       Strategic Interactive Agency 
                      Full Service Approach 
       •  Lead ge...
Interactive Healthcare Marketing Expertise
  Spur has online health marketing experience in many categories:
             ...
Interactive Healthcare Marketing Insights
   Our Healthcare experience affords valuable insights:
         How consumers ...
In Closing…
     Online healthcare marketing is effective… but also very
     competitive.
     Success requires:
        ...
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Online Health Care Marketing: The Basics! | Spur Interactive

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Online Marketing for Health Care: The Basics! addresses:
- Health care growth trends
- Business case for online marketing in health care
- Integrated approach to online health care marketing
- Roadmap for interactive health care marketing: online media, social media, search engine marketing
- Keys to success for online health care marketing

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Transcript of "Online Health Care Marketing: The Basics! | Spur Interactive"

  1. 1. Online Health Care Marketing" The Basics! Fall 2009 Online Health Care Marketing ©Spur Interactive 2009 1
  2. 2. 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 Online Health Care Marketing ©Spur Interactive 2009 2
  3. 3. 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 Online Health Care Marketing ©Spur Interactive 2009 3
  4. 4. 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 Online Health Care Marketing ©Spur Interactive 2009 4
  5. 5. The Silver Bullet in Online Healthcare Marketing? It Doesn’t Exist! Online Health Care Marketing ©Spur Interactive 2009 5
  6. 6. 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 $$$ Online Health Care Marketing ©Spur Interactive 2009 6
  7. 7. Digital Media Can be Overwhelming Video E-Mail Search Display and House & 3rd Display Paid + 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? Online Health Care Marketing ©Spur Interactive 2009 7
  8. 8. 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 Online Health Care Marketing ©Spur Interactive 2009 8
  9. 9. 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 Online Health Care Marketing ©Spur Interactive 2009 9
  10. 10. 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 Online Health Care Marketing ©Spur Interactive 2009 10
  11. 11. 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 Online Health Care Marketing ©Spur Interactive 2009 11
  12. 12. 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! Online Health Care Marketing ©Spur Interactive 2009 12
  13. 13. 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 Online Health Care Marketing ©Spur Interactive 2009 13

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