6- part Webinar series: The New Rules of Digital Marketing for Medical & Healthcare Organizations.

1. Denise Maling
EVP, AIS Media, Inc.
Presented by
WEBINAR: Wed, June 18, 2014 2:00 PM (EST)

2. Featured Clients

3. Founded 1997
Award-winning digital agency
Clients - growing companies, leading brands, Fortune 500
Key industries - Healthcare, Financial, Technology
QUICK FACTS
Atlanta, GA Dallas, TX

4. SOCIAL
STRATEGY
CRM & MA
ANALYTICS
SEARCH
CONTENT
DESIGN
EMAIL

5. SOCIAL
STRATEGY
CRM & MA
ANALYTICS
CONTENT
EMAIL SEARCH
DESIGN

6. TOP 3 GOALS
for Search Marketing
1. Amplify brand awareness = Visibility
2. Drive the right website traffic = Intention
3. Increase visitor conversions = New Patients

7. THE NEW
RULES
OF SEARCH
ENGINE MARKETING

8. Google’s
Panda algorithm
is designed to prevent
sites with
poor quality content
from working their way
into Google’s
top search results.
May 20, 2014

9. 2 of the Top 10 Winners
& Percentage of Traffic Gained:
emedicinehealth.com > 500 %
medterms.com > 500 %
Good quality content that’s useful to
searchers saw huge gains in traffic
thanks to Panda 4.0.

10. 77% of patients research health
information online.

11. Media: The
Organic Shift

13. PPC
SEO
89.82% of people click links on the
first page of the search results.

14. 84% 86% 44% 200 91%
Buyers are revolting against traditional marketing channels.
of people leave
websites with
intrusive or irrelevant
ads
of people skip TV ads of direct mail is
never opened
million on the FTC
Do No Call list
of users unsubscribe
from email they
previously opted
into

15. 92% of user activity occurs in unpaid media.

16. Social sharing
propels organic
search rankings.

17. 61% patients visited 2+
hospital websites before
converting
48% research more than
2 weeks before scheduling
an appointment

18. 77% of patients used
search prior to booking an
appointment.

19. 86% of buyers begin their buying
process with a non-branded search.

20. Visibility

21. Visibility

22. Intention

23. Focused Intention

24. Conversion

25. Patient Journey:
What Matters

26. 62%
38%
42%
48%
42%
32%
38%
62%
58%
52%
58%
68%
Social
Organic Search
Paid Search
Email
Display
Direct
Channel Roles in the Patient Journey
(Assist vs. Conversion)
Industry: Health
Awareness Consideration ConversionIntent

27. Good quality content that’s useful to
searchers saw huge gains in traffic
thanks to Panda 4.0.

28. Steps to Map Content to the
Patient Journey:
1. Define Your Patient Personas
2. Understand the Journey Your Patients Take
3. Map Content to their Journey

30. Awareness Consideration Decision
CommitmentLevel
Videos
Statistical Reports
Live Events
Demo Videos
Interactive
Videos
eNewsletters
Testimonials
Medical Report
Case Studies
Whitepapers
Ratings &
Reviews
Condition
Guides
Infographics
Articles
Quizzes &
Widgets
Accelerating the Patient Journey
Delivering the right content through the right channel at the right time – in the right format.
Copyright AIS Media, Inc. 2014
Possible Solution
Interest
Researching Options
Evaluating Products
Narrowing Field
Social Vetting
Negotiation
Decision

31. Action item: keep your site optimized
with content patients are searching
for online.

32. Keep Your Site
Content FRESH

33. Get Shared:
Social Media
Propels SEO
Rankings

34. Social sharing
propels organic
search rankings.

35. 89%
75%
69%
65%
61%
58%
47%
43%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Increasesd exposure
Increased traffic
Provided marketplace insight
Developed loyal fans
Generated leads
Improved search rankings
Reduced marketing expenses
Improved sales
Benefits of Social Media Marketing

36. “A great time to hire an SEO is when
you're considering a site redesign, or
planning to launch a new site. That way,
you and your SEO can ensure that your
site is designed to be search engine-
friendly from the bottom up."

37. Watch All Of Our Webinars
In This Series
 Smarter SEO (organic and paid)
 Must-open E-mails
 Compelling Content
 High-impact, Responsive Website Design
 Accountable Strategies for Higher ROI
 And much more…
AIS Media, Inc.
3340 Peachtree Rd, Suite 750
Atlanta, GA 30326
(404) 751-1043
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