Online Strategy and Best Practices"
                                          for Health Care Marketing




              ...
Recap: Business Case for Online Marketing 
This is where the patients are
 •  Online accounts for 33% of U.S. media consum...
Implications for Health Care Marketers
Customers are now in control
 •  “Push” tactics don’t work
 •  Customer choose when...
Online Success Requires an Integrated Approach



  Search                 Social                Video                 Dis...
Online Roadmap for Health Marketers
                                  



                                      Understand...
1. Understand Your Audience
                               


            Who are they? 
            Where do they live? 
...
2. Optimize Your Site
Branding and Messaging
•  Strong brand image and message
•  Make it easy for them to determine:
    ...
3. Create Brand Awareness and Consideration
                                                 

To become a preferred provi...
Brand Awareness and Consideration (cont.)
                                              

Demand is created by utilizing…
...
4. Engage and Interact
There are now many ways to interact
•  Your Web site
•  Blog
•  Online Groups
•  Social media sites...
5. Measure Results
                                                




Success requires:
•    Defined and measurable objec...
Sample Reports
                                 




Online Strategy and Best Practices for Health Care Marketing © Spur I...
A Few Words on Social Media…




               It’s here to stay."
           You need to figure it out!




Online Strate...
5 Reasons to Embrace Social Media

1. You are already involved in Social Media
     Your employees are doing it 
     Di...
5 Reasons to Embrace Social Media
4. A Killer App for Marketing:
     Brand awareness and consideration
     Customer se...
Case Study: Social Media Drives Search
                                               




   Using social
 media, I have ...
Social Media Pitfalls 




                 Rush to action without a plan
                 Lack of objectives and measurem...
Social Media Pitfall #1: Rush to Action
                                               


Rushing to action without a plan...
Social Media Pitfall #2: (Lack of) Measurement
                                                 

Engagement metrics
     ...
Social Media Pitfall #3: Content
                                              
While content is critical, it is often an ...
Social Media Pitfall #4: Failure to Engage
                                                  

•  Social Media is about li...
Social Media Pitfall #5: Limited Reach
                                         




•  Social Media works best if you hav...
Avoiding Social Media Pitfalls
                                              
  Goals: Who and What?
 •  Define audiences a...
Avoiding Social Media Pitfalls (cont.)
                                               

  Reach: how will you promote your...
In Closing…

The world is becoming flat. Competition in health care is global.
Your patients are online; you must be there ...
About the Presenter

Steve Latham is the founder and CEO of Spur Interactive, a strategic interactive
marketing agency wit...
About Spur Interactive
Strategic Interactive Agency 
                            Full Service Approach 
•  Brand building
...
Our Health Care Marketing Expertise
Spur has built successful programs in numerous health categories:
      General acute...
Health Care Marketing Insights

Our Health Care Marketing experience affords valuable insights:
 •    How consumers and do...
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Online Strategy And Best Practices Health Care Marketing | Steve Latham

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Online Strategy and Best Practices for Health Care Marketing is intended to help health care marketers understand how to use social media and online marketing to build their brand and grow their practice.

This presentation builds on the concepts introduced in "Online Health Care Marketing: The Basics!" at http://bit.ly/8IYUQh, addressing the following:
1. Business case for online marketing in health care
2. A five-point plan (and best practices) for online marketing success
- Understand your audience
- Optimize your Web site
- Create demand via paid, owned and earned media
- Engage and interact via social media
- Define metrics and measure results
3. Social Media: Keys To Success
- Business case for social media
- Common mistakes and pitfalls
- Tactical recommendations for success

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Transcript of "Online Strategy And Best Practices Health Care Marketing | Steve Latham"

  1. 1. Online Strategy and Best Practices" for Health Care Marketing Steve Latham, CEO Spur Interactive December 2009 Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 1
  2. 2. Recap: Business Case for Online Marketing This is where the patients are •  Online accounts for 33% of U.S. media consumption (1) •  The web is relied upon by all ages •  85% of 30-50 and 51% of 65-75 •  8% of social media users 65+ (same % as teens) This is how they make decisions •  75% of Internet users research health online •  12% of users will visit a health site today •  75% of users with chronic condition said online " research influenced their treatment decision Digital media offers compelling advantages •  Able to Target, Engage and Interact •  Measurable, Affordable, Accountable (1)  Source: Pew Research Foundation Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 2
  3. 3. Implications for Health Care Marketers Customers are now in control •  “Push” tactics don’t work •  Customer choose when & how they engage Customers have high expectations •  They expect to find “it” quickly and easily •  Regardless of location Customers have many more choices •  It’s not always clear who is the best choice Competition is increasing •  Providers now compete globally The marketplace is changing. To succeed you must adapt. Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 3
  4. 4. 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 Patients Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 4
  5. 5. Online Roadmap for Health Marketers   Understand your audiences   Optimize Your Web Site   Create demand for your brand   Engage and Interact   Measure results Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 5
  6. 6. 1. Understand Your Audience Who are they? Where do they live? What are their needs? What drives their decisions? What do they know about you? What do they need to know about you? Your message and language must meet the needs of your audience Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 6
  7. 7. 2. Optimize Your Site Branding and Messaging •  Strong brand image and message •  Make it easy for them to determine: •  What You Do •  How You Differentiate •  Why they should contact you Usability •  Easy and intuitive to navigate •  Minimal steps to find what they need Effectiveness •  Speak to visitors in a way they understand •  Make it educational and engaging •  Use Calls to Action to drive conversions Search visibility •  Optimize for natural search rankings Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 7
  8. 8. 3. Create Brand Awareness and Consideration To become a preferred provider, patients must know •  Who you are •  How you are uniquely positioned •  Why you are the best choice for them Success requires passage through the conversion funnel Awareness Consideration Preference Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 8
  9. 9. Brand Awareness and Consideration (cont.) Demand is created by utilizing… Owned Earned Media Paid Media Media Rules of thumb: •  Display and 3rd party email are best for creating awareness •  Search works best for capitalizing on awareness •  Social media does both, but reach may be a challenge Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 9
  10. 10. 4. Engage and Interact There are now many ways to interact •  Your Web site •  Blog •  Online Groups •  Social media sites (Facebook) •  Micro-blogs (Twitter) •  Social bookmarking sites Interaction and engagement drive action (decisions) Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 10
  11. 11. 5. Measure Results Success requires: •  Defined and measurable objectives •  Metrics that tie to those objectives •  Tools for monitoring metrics •  Ability to translate metrics to business results •  Methodology to calculate ROI Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 11
  12. 12. Sample Reports Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 12
  13. 13. A Few Words on Social Media… It’s here to stay." You need to figure it out! Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 13
  14. 14. 5 Reasons to Embrace Social Media 1. You are already involved in Social Media   Your employees are doing it   Discussions about your brand are taking place   If you participate you can shape outcomes 2. Comparative advantages   Word of mouth is #1 influencer of purchases   Does not require a media budget   Viral effect can carry a message a long way 3. Revenue growth   Among top 100 Brands, those using social media saw 18% lift in revenue (Altimeter / Wet Paint 2009)   91% of Inc. 500 use social media (Umass Dartmouth 2009) Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 14
  15. 15. 5 Reasons to Embrace Social Media 4. A Killer App for Marketing:   Brand awareness and consideration   Customer service   Community relations   Recruiting   Crisis / corporate communications 5. Search Engine Rankings!   Can produce great results!   See example on next slide Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 15
  16. 16. Case Study: Social Media Drives Search Using social media, I have 3 of top 4 listings for “social media business case” Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 16
  17. 17. Social Media Pitfalls   Rush to action without a plan   Lack of objectives and measurement   Content guidelines   Failing to engage   Limited Reach Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 17
  18. 18. Social Media Pitfall #1: Rush to Action Rushing to action without a plan (shiny new object) •  Hasty decisions and knee-jerk reactions •  One-off approach •  Focus on the wrong objectives or platforms •  Failing to understand requirements and resources GMOOT! (get me one of those) Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 18
  19. 19. Social Media Pitfall #2: (Lack of) Measurement Engagement metrics Web 2.0 Metrics   Site visits   Posts   Unique visitors   Tweets and ReTweets   Visit frequency   Facebook Fans   Page views per visit   Followers   Time on site   Ratio: Friends vs. Follows   Registrations   Mentions   Conversions   Content views   Content uploads   Shared pages   Sentiment ratio   Page 1 search rankings Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 19
  20. 20. Social Media Pitfall #3: Content While content is critical, it is often an afterthought •  Once the genie is out of the bottle, it’s too late Requires content planning •  Format: copy, video, photos, audio •  Type: original vs. repurposed •  Source: where will it come from? May require internal approval •  Brand guidelines •  Legal issues Above all… Content must be engaging! Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 20
  21. 21. Social Media Pitfall #4: Failure to Engage •  Social Media is about listening and " interacting vs. shouting •  “Spray and Pray” doesn’t work •  Think: Telephone vs. Megaphone •  Engagement hurdles: •  Lack of interesting and relevant content •  Self-focused content •  Too much self-promotion Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 21
  22. 22. Social Media Pitfall #5: Limited Reach •  Social Media works best if you have an audience •  Process of building a network is often overlooked •  Without reach, there is no ROI Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 22
  23. 23. Avoiding Social Media Pitfalls   Goals: Who and What? •  Define audiences and identify influencers •  Define objectives •  Set reasonable expectations   Media: which social media platforms?   Engagement: how to listen and interact? •  Content: types of media, voice, frequency •  Duties: producing, posting, sharing, responding •  Policy: addressing negative comments Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 23
  24. 24. Avoiding Social Media Pitfalls (cont.)   Reach: how will you promote your program? •  Online, email, offline, PR, word of mouth •  How will you build your network?   Resources: what is needed; what will it cost? •  People, process, assets, tools, etc.   Metrics: how will you measure success? •  What metrics will you use? •  What tools will you use? •  How will you translate into ROI? Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 24
  25. 25. In Closing… The world is becoming flat. Competition in health care is global. Your patients are online; you must be there to greet them. Health marketing success requires a strategic, integrated approach. Let’s stay in touch! •  http://twitter.com/stevelatham •  http://Facebook.com/slatham •  LinkedIn: stevelatham For more info: Visit http://SpurHealth.com or http://blog.spurinteractive.com/ Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 25
  26. 26. About the Presenter Steve Latham is the founder and CEO of Spur Interactive, a strategic interactive marketing agency with deep experience and insight in health care marketing. In this role, Steve has planned and managed successful campaigns leveraging online advertising, social media, search engine marketing and email marketing to help numerous health care providers build their brands and acquire patients. Steve is an accomplished industry lecturer, blogger and thought leader. Steve’s speaks frequently at industry events and his presentations have been viewed by thousands. His articles have been published by MediaPost, Online Media Daily, iMedia Connection, Marketing News and Bizjournals.com to name a few. Steve has been quoted in B2B Magazine, PR Week, Fortune and CNN.com. Steve received an MBA from Harvard Business School and a BBA from the University of Oklahoma. You can review Steve’s articles and presentations at http://blog.spurinteractive.com. www.facebook.com/slatham http://twitter.com/@stevelatham " www.linkedin.com/in/stevelatham Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 26
  27. 27. About Spur Interactive Strategic Interactive Agency Full Service Approach •  Brand building •  Strategies •  Lead generation •  Creative •  Customer cultivation •  Media •  ROI measurement •  Analytical Insights Uniquely Positioned: Advisor and Implementer Planning  Execution  Measurement  Optimization Thought leaders in digital media: •  Strategic planning and execution •  Integrating Social Media, Search, Advertising and Email •  Pioneers in analytics and measurement Track record of successful programs •  7+ years of ROI-based successes for leading brands Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 27
  28. 28. Our Health Care Marketing Expertise Spur has built successful programs in numerous health 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 Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 28
  29. 29. Health Care Marketing Insights Our Health Care Marketing experience affords valuable insights: •  How consumers and doctors research health information •  Which media outlets work at each stage of the decision cycle •  Which 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 •  Quantifying ROI For information visit www.SpurHealth.com Online Strategy and Best Practices for Health Care Marketing © Spur Interactive 2009 29

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