Reinventing Digital Marketing
Campaigns

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
Today’s Presenter
Ben Dillon, MBA | VP & eHealth Evangelist
Geonetric, Inc.
Ben is a vice president at Geonetric. He write...
Geonetric Clients
About Geonetric
Geonetric develops the VitalSite healthcare CMS,
and provides online marketing services to
hospitals, phys...
Video Of This Webinar
Watch the Video
Learn how to create digital marketing campaigns
based on agile marketing principles ...
New White Paper Available

Fill out the survey at the end of the
webinar and we’ll send one your way.
Request your free co...
Reinventing Digital Marketing
Campaigns

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
Beware: Incoming Rant

TWEET IT: #GEOLIVE
<<Intro>>
“Half of marketing
dollars are wasted.
I just don’t know
which half.”
Source: John Wannamaker

Fortunately, a
recent study...
No Excuses Not to Measure…
Your Marketing
How Do We Fix
Healthcare Marketing?

TWEET IT: #GEOLIVE
Make Campaigns
Results-Driven

TWEET IT: #GEOLIVE
What Do You Want Your Ads to
Accomplish?
• Communicate just how awesome we are
• Make internal constituencies happy
• Buil...
Awareness is a Crutch

TWEET IT: #GEOLIVE
73 Colonoscopies!
Campaigns
Should Deliver Value
Fast

TWEET IT: #GEOLIVE
Traditional Campaign Plan

Months of work, and then it all goes live!
TWEET IT: #GEOLIVE
Campaigns
Must Be Flexible

TWEET IT: #GEOLIVE
“
TWEET IT: #GEOLIVE

No plan survives first contact
with the enemy.”
- Dwight Eisenhower
Campaigns Need to Fish
Where the Fish Are

TWEET IT: #GEOLIVE
Health Consumers are
Spending More Time Online

Are You?
TWEET IT: #GEOLIVE
Digital Marketing

And Responsive Campaigns
Goals Create Focus

TWEET IT: #GEOLIVE
“

I've also learned that only through

focus can you do world-class

things, no matter how capable you
are."
- Bill Gates...
Example
• Think of a PPC campaign

• What number do we focus on?
• Walk the process:

TWEET IT: #GEOLIVE
Example
• You need to do a lot of things right…
Right landing page
Effective landing page

Right user
Right message

TWEET...
The Responsive Marketing
Universe
End-to-End Campaigns

TWEET IT: #GEOLIVE
Attraction
Connection
Conversion

TWEET IT: #GEOLIVE
Attraction
Get attention, drive traffic
• Social media
• Press releases
• PPC

• Infographics
• Billboards
• TV spots

• P...
Connection
Content that guides the user to take action:
• Websites
• Microsites
• Landing pages

• Blog posts

TWEET IT: #...
Conversion
Users identify themselves in exchange for
something of value; completes
an action you want them
to take:
• Cale...
Executing Digital
Service Line Marketing

TWEET IT: #GEOLIVE
Traditional Marketing

Attraction
Connection
Conversion

TWEET IT: #GEOLIVE
Agile Marketing

Attraction
Connection
Conversion

It Begins with a Goal
TWEET IT: #GEOLIVE
Our Goal:

Generate as Many
Colonoscopies as Possible

TWEET IT: #GEOLIVE
Start with Your Conversion

TWEET IT: #GEOLIVE
What’s a
Conversion?
• Schedule an:
– Appointment
– Colonoscopy
– Mammogram
– Heart screening

– Second opinion

• Attend ...
Tracking Requires Planning

TWEET IT: #GEOLIVE
Develop Creative

TWEET IT: #GEOLIVE
Social Media and Creative

TWEET IT: #GEOLIVE
Matching
Landing
Pages to Ads
Improves
Conversion

TWEET IT: #GEOLIVE
Then Promote Online (PPC)

TWEET IT: #GEOLIVE
And Offline (TV)

TWEET IT: #GEOLIVE
Leverage Community Building and
Networks (Email and Social Media)
• Three different messages
Healthplex

• Three different...
It’s a Big, Big World, So Get
Creative (Pandora Advertising)

TWEET IT: #GEOLIVE
Measure Results:
90 Days
73 Colonoscopies

TWEET IT: #GEOLIVE
What Made This Responsive?
• Small, cross-disciplinary teams that control end-to-end
campaigns
– Creative
– Interactive Ma...
Week 1

Research and Tasking
Start Performing Tasks in Order
of Importance

TWEET IT: #GEOLIVE
Launch
Conversion
Forms
Before
Marketing

TWEET IT: #GEOLIVE
Track Every Step

1-2 WEEK PLANNING CYCLES

TWEET IT: #GEOLIVE
Redesigned Form Based on Analytics

TWEET IT: #GEOLIVE
A/B Testing

TWEET IT: #GEOLIVE
Dynamically Changing the
Marketing Mix

TWEET IT: #GEOLIVE
Be Thoughtful About Your
Marketing Mix!
Billboards
Transit
Sponsorships

Digital

TV
Radio
Print

TWEET IT: #GEOLIVE
TV
Direct
Mail

Postcards
Blogs
PURLS

Landing Page

Microsites
Banner Ads

Radio
Phone

Inquiry Form
Infographics

Billbo...
Pressure to Defend Value
Tracked Value Here

Direct URL
Home Page

Online Conversion

PPC

Interior Page

Tracked Phone #
...
Open Mind to
New Ways of
Working

TWEET IT: #GEOLIVE
Questions?
Contact Ben:
800.589.1171
Ben.Dillon@geonetric.com
www.Geonetric.com
Geovoices.com

@benatgeo
Pinterest.com/ben...
Video Of This Webinar
Watch the Video
Learn how to create digital marketing campaigns
based on agile marketing principles ...
New White Paper Available

Fill out the survey at the end of the
webinar and we’ll send one your way.
Request your free co...
The End

TWEET IT: #GEOLIVE
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Reinventing Digital Marketing Campaigns

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Today’s digital marketing strategy needs to be broader than just setting up a monthly pay-per-click campaign. It’s time to get serious about using digital marketing to generate results. Learn how to create digital marketing campaigns based on agile marketing principles – campaigns that are creative, flexible and most importantly, produce immediate, tangible results.

In this webinar, you’ll learn how to:
Create a digital marketing campaign that incorporates various communication channels – print, television, direct mail, websites, social media, blogs, pay-per-click, QR codes, etc. – to get the most impact
Make constant and rapid adjustments to campaigns to reflect changes in the market
Prioritize work that can be delivered quickly and get your messages to the market faster than your competitors
Use real-life hospital examples to inspire your own marketing campaigns

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Reinventing Digital Marketing Campaigns

  1. 1. Reinventing Digital Marketing Campaigns BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
  2. 2. Today’s Presenter Ben Dillon, MBA | VP & eHealth Evangelist Geonetric, Inc. Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years. He’s also a Twitter junkie – follow him at @benatgeo. TWEET IT: #GEOLIVE
  3. 3. Geonetric Clients
  4. 4. About Geonetric Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems. TWEET IT: #GEOLIVE
  5. 5. Video Of This Webinar Watch the Video Learn how to create digital marketing campaigns based on agile marketing principles – campaigns that are creative, flexible and most importantly, produce immediate, tangible results. Visit our website to watch a free recording of our popular webinar. Watch the Reinventing Digital Marketing Campaigns webinar! TWEET IT: #GEOLIVE
  6. 6. New White Paper Available Fill out the survey at the end of the webinar and we’ll send one your way. Request your free copy! TWEET IT: #GEOLIVE
  7. 7. Reinventing Digital Marketing Campaigns BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
  8. 8. Beware: Incoming Rant TWEET IT: #GEOLIVE
  9. 9. <<Intro>>
  10. 10. “Half of marketing dollars are wasted. I just don’t know which half.” Source: John Wannamaker Fortunately, a recent study indicates that only 40% of marketing investment is wasted. Source: SIRFs-Up by Rex Briggs
  11. 11. No Excuses Not to Measure… Your Marketing
  12. 12. How Do We Fix Healthcare Marketing? TWEET IT: #GEOLIVE
  13. 13. Make Campaigns Results-Driven TWEET IT: #GEOLIVE
  14. 14. What Do You Want Your Ads to Accomplish? • Communicate just how awesome we are • Make internal constituencies happy • Build awareness TWEET IT: #GEOLIVE
  15. 15. Awareness is a Crutch TWEET IT: #GEOLIVE
  16. 16. 73 Colonoscopies!
  17. 17. Campaigns Should Deliver Value Fast TWEET IT: #GEOLIVE
  18. 18. Traditional Campaign Plan Months of work, and then it all goes live! TWEET IT: #GEOLIVE
  19. 19. Campaigns Must Be Flexible TWEET IT: #GEOLIVE
  20. 20. “ TWEET IT: #GEOLIVE No plan survives first contact with the enemy.” - Dwight Eisenhower
  21. 21. Campaigns Need to Fish Where the Fish Are TWEET IT: #GEOLIVE
  22. 22. Health Consumers are Spending More Time Online Are You?
  23. 23. TWEET IT: #GEOLIVE
  24. 24. Digital Marketing And Responsive Campaigns
  25. 25. Goals Create Focus TWEET IT: #GEOLIVE
  26. 26. “ I've also learned that only through focus can you do world-class things, no matter how capable you are." - Bill Gates TWEET IT: #GEOLIVE
  27. 27. Example • Think of a PPC campaign • What number do we focus on? • Walk the process: TWEET IT: #GEOLIVE
  28. 28. Example • You need to do a lot of things right… Right landing page Effective landing page Right user Right message TWEET IT: #GEOLIVE Efficient conversion form Right call to action Fielding opportunities Service retention
  29. 29. The Responsive Marketing Universe End-to-End Campaigns TWEET IT: #GEOLIVE
  30. 30. Attraction Connection Conversion TWEET IT: #GEOLIVE
  31. 31. Attraction Get attention, drive traffic • Social media • Press releases • PPC • Infographics • Billboards • TV spots • Postcards / Direct mail TWEET IT: #GEOLIVE
  32. 32. Connection Content that guides the user to take action: • Websites • Microsites • Landing pages • Blog posts TWEET IT: #GEOLIVE
  33. 33. Conversion Users identify themselves in exchange for something of value; completes an action you want them to take: • Calendar registration • Appointment requests • Trackable phone calls • Other forms TWEET IT: #GEOLIVE
  34. 34. Executing Digital Service Line Marketing TWEET IT: #GEOLIVE
  35. 35. Traditional Marketing Attraction Connection Conversion TWEET IT: #GEOLIVE
  36. 36. Agile Marketing Attraction Connection Conversion It Begins with a Goal TWEET IT: #GEOLIVE
  37. 37. Our Goal: Generate as Many Colonoscopies as Possible TWEET IT: #GEOLIVE
  38. 38. Start with Your Conversion TWEET IT: #GEOLIVE
  39. 39. What’s a Conversion? • Schedule an: – Appointment – Colonoscopy – Mammogram – Heart screening – Second opinion • Attend a: – Support group Two “flavors” – Education session • Demand generation • Qualifying assessment • Demand capture • Sign up for more information… TWEET IT: #GEOLIVE
  40. 40. Tracking Requires Planning TWEET IT: #GEOLIVE
  41. 41. Develop Creative TWEET IT: #GEOLIVE
  42. 42. Social Media and Creative TWEET IT: #GEOLIVE
  43. 43. Matching Landing Pages to Ads Improves Conversion TWEET IT: #GEOLIVE
  44. 44. Then Promote Online (PPC) TWEET IT: #GEOLIVE
  45. 45. And Offline (TV) TWEET IT: #GEOLIVE
  46. 46. Leverage Community Building and Networks (Email and Social Media) • Three different messages Healthplex • Three different audiences • Each drive to complementary landing page • Trackable phone number Healthy Living After 50 TWEET IT: #GEOLIVE Women’s Wellness
  47. 47. It’s a Big, Big World, So Get Creative (Pandora Advertising) TWEET IT: #GEOLIVE
  48. 48. Measure Results: 90 Days 73 Colonoscopies TWEET IT: #GEOLIVE
  49. 49. What Made This Responsive? • Small, cross-disciplinary teams that control end-to-end campaigns – Creative – Interactive Marketing – Content • Do small things quickly, and learn from them • Do stuff that delivers results • Measure everything, and improve continually as you learn • Focused on one clear, measurable goal at a time TWEET IT: #GEOLIVE
  50. 50. Week 1 Research and Tasking
  51. 51. Start Performing Tasks in Order of Importance TWEET IT: #GEOLIVE
  52. 52. Launch Conversion Forms Before Marketing TWEET IT: #GEOLIVE
  53. 53. Track Every Step 1-2 WEEK PLANNING CYCLES TWEET IT: #GEOLIVE
  54. 54. Redesigned Form Based on Analytics TWEET IT: #GEOLIVE
  55. 55. A/B Testing TWEET IT: #GEOLIVE
  56. 56. Dynamically Changing the Marketing Mix TWEET IT: #GEOLIVE
  57. 57. Be Thoughtful About Your Marketing Mix! Billboards Transit Sponsorships Digital TV Radio Print TWEET IT: #GEOLIVE
  58. 58. TV Direct Mail Postcards Blogs PURLS Landing Page Microsites Banner Ads Radio Phone Inquiry Form Infographics Billboards Website Email Marketing TWEET IT: #GEOLIVE Social Media PPC Attraction Connection Conversion
  59. 59. Pressure to Defend Value Tracked Value Here Direct URL Home Page Online Conversion PPC Interior Page Tracked Phone # Social Media Landing Page Departure / Untracked Phone # Search Engine Vanity URL TWEET IT: #GEOLIVE Most Visits Here
  60. 60. Open Mind to New Ways of Working TWEET IT: #GEOLIVE
  61. 61. Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo TWEET IT: #GEOLIVE
  62. 62. Video Of This Webinar Watch the Video Learn how to create digital marketing campaigns based on agile marketing principles – campaigns that are creative, flexible and most importantly, produce immediate, tangible results. Visit our website to watch a free recording of our popular webinar. Watch the Reinventing Digital Marketing Campaigns webinar! TWEET IT: #GEOLIVE
  63. 63. New White Paper Available Fill out the survey at the end of the webinar and we’ll send one your way. Request your free copy! TWEET IT: #GEOLIVE
  64. 64. The End TWEET IT: #GEOLIVE

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