Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Digital Marketing Trends You Need to Implement [WEBINAR]

896 views

Published on

Remember email marketing? It’s making a comeback. According to Geonetric’s recent Digital Marketing for Healthcare survey, it’s the tactic most healthcare marketers plan to focus on in 2014. Also making waves this year: content marketing, blogs and Pinterest. Learn more about what digital marketing tools are poised for growth and how to support established marketing efforts through these popular channels. You’ll also learn how to drive more traffic to your website by breathing new life into your digital tactics.

In this webinar, learn how to: Integrate email marketing into your content marketing program. Use email marketing as effective support material for offline marketing efforts. Create fresh content for your blog. Use Pinterest and other visual social media tools more effectively.

Published in: Healthcare, Business, Technology
  • Be the first to comment

  • Be the first to like this

The Digital Marketing Trends You Need to Implement [WEBINAR]

  1. 1. The Digital Marketing Trends You Need to Implement BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
  2. 2. Tweet it: #GEOLIVE Today’s Presenter Ben Dillon, MBA | VP & eHealth Evangelist | Geonetric Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, on 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.
  3. 3. Geonetric Clients
  4. 4. Tweet it: #GEOLIVE About Geonetric Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems.
  5. 5. Tweet it: #GEOLIVE Video Of This Webinar Watch the Video In this webinar, learn more about what digital marketing tools are poised for growth and how to support established marketing efforts through these popular channels. You’ll also learn how to drive more traffic to your website by breathing new life into your digital tactics. Watch the webinar!
  6. 6. Tweet it: #GEOLIVE New eBook Available
  7. 7. The Digital Marketing Trends You Need to Implement BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
  8. 8. Tweet it: #GEOLIVE 6% 16% 19% 22% 27% 23% 35% 45% 48% 48% 58% 59% 66% 64% 62% 67% 79% 77% 86% 91% 97% 8% 5% 6% 4% 3% 11% 7% 10% 12% 13% 10% 8% 3% 6% 13% 15% 7% 10% 3% 3% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Vine Microsoft Ad Center (Bing) Advertisements on Online Music Sites (e.g. Pandora/Spotify) Advertisements on Online Video Sites (e.g. YouTube/Hulu) Foursquare Instagram Advertisements on Consumer Health Sites (e.g. WebMD/Livestrong) Google+ Pinterest Blog(s) Facebook Ads LinkedIn Advertisements on Local Sites (e.g. Patch/local media sites) Google AdWords Content Marketing Email Marketing Twitter Integrated Online/Offline Marketing Campaigns Using Websites for Service Line Promotion YouTube Facebook Adoption of Digital Marketing Tools (Overall) Have Plan to Have in Next Six Months
  9. 9. Tweet it: #GEOLIVE Content Marketing
  10. 10. Tweet it: #GEOLIVE Stop Talking About Yourself… And start talking about potential patients’ interests.
  11. 11. Tweet it: #GEOLIVE Map Content to the Consumer Buying Cycle Awareness Evaluation Purchase Retention
  12. 12. Tweet it: #GEOLIVE
  13. 13. Tweet it: #GEOLIVE
  14. 14. Tweet it: #GEOLIVE LNO Breast Cancer Event LNO Health & Wellness Event LNO Health & Wellness Event LNO Breast Cancer Event
  15. 15. Tweet it: #GEOLIVE The “Content” in Content Marketing • Blogs • Podcasts • Videos • Whitepapers • eBooks • Infographics • Social media • Webinars • Magazines • Pamphlets • Infomercials • TV news spots • Ask the doc newspaper column • Events (sometimes)
  16. 16. Tweet it: #GEOLIVE A Few Tactics Jumping Out • Email • Blogging • Pinterest • Instagram • Vine • Facebook*
  17. 17. Tweet it: #GEOLIVE Email
  18. 18. Tweet it: #GEOLIVE Why Email? • Permission-based marketing • Adapting to reduced effectiveness of some other advertising mechanisms
  19. 19. Tweet it: #GEOLIVE
  20. 20. Tweet it: #GEOLIVE Making Email More Effective Make it Relevant and Useful!
  21. 21. Tweet it: #GEOLIVE Making Email More Effective Timing
  22. 22. Tweet it: #GEOLIVE Making Email More Effective Call to Action
  23. 23. Tweet it: #GEOLIVE Making Email More Effective Monitoring
  24. 24. Tweet it: #GEOLIVE Blogs
  25. 25. Tweet it: #GEOLIVE Know Why You’re Blogging! • Humanize the business? • Engage employees? • Engage patients and the community? • Give the CEO a voice to talk about what’s on her mind? • Drive service line volume? • SEO bait?
  26. 26. Tweet it: #GEOLIVE Keep It Up…
  27. 27. Tweet it: #GEOLIVE
  28. 28. Tweet it: #GEOLIVE
  29. 29. Tweet it: #GEOLIVE Pinterest • Pinterest users spend an average 98 min. per month • The average pin is 100 times more viral than a tweet • 47% (yes, almost half) of online shoppers have made a purchase based on Pinterest recommendations Source: Jennifer Cario, author of Pinterest Marketing: An Hour a Day
  30. 30. Tweet it: #GEOLIVE A Pinterest Strategy • Use a business page – Can convert – Adds analytics! • Site Metrics • Most Recent • Most Repinned • Most Clicked • Export
  31. 31. Tweet it: #GEOLIVE A Pinterest Strategy • Look at relationships and engagement, not just followers and clicks – The Tools: Follow, like, repin, comment, me ntion, group boards, social sharing – Use them strategically!
  32. 32. Tweet it: #GEOLIVE A Pinterest Strategy • Be a pin originator, not just a curator – Many people chase pins back to their source – be the source! – Spread out your pinning
  33. 33. Tweet it: #GEOLIVE A Pinterest Strategy • Create visual content
  34. 34. Tweet it: #GEOLIVE A Pinterest Strategy • Rich Pins – Five types: movie, recipe, article, product, an d place
  35. 35. Tweet it: #GEOLIVE A Pinterest Strategy • Keep your boards organized!
  36. 36. Tweet it: #GEOLIVE
  37. 37. Tweet it: #GEOLIVE A Pinterest Strategy (Coming Soon) • Promoted pins
  38. 38. Tweet it: #GEOLIVE Honorable Mentions
  39. 39. Tweet it: #GEOLIVE Honorable Mention - Instagram -
  40. 40. Tweet it: #GEOLIVE Instagram Contests
  41. 41. Tweet it: #GEOLIVE Honorable Mention - Vine -
  42. 42. Tweet it: #GEOLIVE Vine Tips • Have a plan • Catch something spontaneous • Doesn’t need to be perfect • Mind the audio • More is more
  43. 43. Tweet it: #GEOLIVE Facebook
  44. 44. Tweet it: #GEOLIVE Facebook
  45. 45. Tweet it: #GEOLIVE Time To Up Your Facebook Game • Post more often – reach declines means you’re not hitting followers more often • Encourage sharing, not just liking – memes, for example • Use links – clicks are a part of reach metrics • Prepare to pay – Advertising impacts organic reach…and compensates for your loss of reach • Track and measure – things are still changing. Find what works for you!
  46. 46. Tweet it: #GEOLIVE Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo
  47. 47. Tweet it: #GEOLIVE New eBook Available

×