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Dominating Healthcare Trends with Paid Search
- 1. | DOMINATING HEALTHCARE TRENDS WITH PAID SEARCH A Joint Webinar from Marcel Digital, SPM Marketing & Communications, and Google
- 2. | LAURA O’CONNELL KYLE BRIGHAM PRESENTERS
- 3. CERTIFICATIONS & AWARDS AGENDA 1 32 ESTABLISHING A BASELINE HOW USERS SEARCH KEY TAKEAWAYS
- 5. | CERTIFICATIONS & AWARDS Consumer Behavior is changing GETTING A BASELINE Control/Convenience 24/7 access to information Options/Informed & Aware Can consider more options in a shorter amount of time High Expectations Extraordinary is the new ordinary
- 6. | Traditional business models are being challenged industry after industry GETTING A BASELINE
- 7. | Traditional business models are being challenged industry after industry GETTING A BASELINE
- 8. | Traditional business models are being challenged industry after industry GETTING A BASELINE
- 9. | 12.4average number of resources checked prior to a hospital visit The Health Care business model is being challenged GETTING A BASELINE
- 10. | We must reach the right customers in the right moments GETTING A BASELINE
- 11. | Some moments matter more than others GETTING A BASELINE
- 12. | TRUTHS Search and video are an indispensable part of today’s patient journey
- 13. | Our Mission Make health information universally accessible and useful. Allow anyone in the world to receive key, top quality health info in a fluid and intuitive fashion. GETTING A BASELINE
- 16. | Editor’s Note: Don’t Google for any of these! HOW USERS SEARCH
- 17. | headache Correct diagnosis come up first only 34% of the time. 34% HOW USERS SEARCH
- 18. | Health is a top five concern among Americans HOW USERS SEARCH
- 19. | Health consumers want things now Health consumers want to feel empowered Health consumers want an easy experience HOW USERS SEARCH
- 21. | 1 in 20searches are healthcare related HEALTH CONSUMERS WANT THINGS NOW
- 22. | 1 in 2use search to find health information because it is quick HEALTH CONSUMERS WANT THINGS NOW
- 23. | HEALTH CONSUMERS WANT THINGS NOW 84% 22%16% 78% First Last Non-branded search Branded search Search path Before conversion
- 24. | 2012 2013 2014 2015 Mobile Desktop 2016 Health searches HEALTH CONSUMERS WANT THINGS NOW
- 25. | 2012 2013 2014 2015 2016 A new mobile world INTENT IDENTITY IMMEDIACY LOYALTY HEALTH CONSUMERS WANT THINGS NOW
- 26. | Used Mobile Went to a website Say mobile was crucial to make a purchase decision Used a Ratings and Reviews website 60% 41% 86% 30% 88% of patients use search to find a treatment center HEALTH CONSUMERS WANT THINGS NOW
- 27. | Coffee near me Gym near me Dentist near me Hospital near me 2011 2012 2013 2014 2015 2016 Mobile enable consumers to act immediately HEALTH CONSUMERS WANT THINGS NOW
- 29. | HEALTH CONSUMERS WANT TO FEEL EMPOWERED
- 30. | of patients like to compare and validate information from doctors with their own online research 60% HEALTH CONSUMERS WANT TO FEEL EMPOWERED
- 31. | HEALTH CONSUMERS WANT TO FEEL EMPOWERED Internet is a patient/caregiver’s #1 confidant 38% 37% Family & Friends Medical Professional 61% Internet
- 32. | HEALTH CONSUMERS WANT TO FEEL EMPOWERED Health consumers want an easy experience
- 33. | HEALTH CONSUMERS WANT AN EASY EXPERIENCE Easy = Happy Patients of consumers switch if a mobile site or app doesn’t make it easy to find what they’re looking for 77%
- 34. | Provide relevant content in the moments that matter HEALTH CONSUMERS WANT AN EASY EXPERIENCE
- 35. | HEALTH CONSUMERS WANT AN EASY EXPERIENCE Make it easy to find
- 36. | HEALTH CONSUMERS WANT AN EASY EXPERIENCE Make it easy to find
- 37. | Online video is a fast-growing gateway for health information
- 39. | Average Time Spent Per Day (hours:mins)Online viewership has exploded over the last few years 100%online video growth 2012 2016 TV 4:38 4:10 4:03 5:45 Online Video TV Online Video
- 40. | videos watched when researching hospital or treatment center health related videos on YouTube1 8.2B 5+ SOME NEW TRUTHS 3,000,000,000 health searches on YouTube of patients search for health related concerns on YouTube 56%
- 41. | SOME NEW TRUTHS The video was... Comprehensive Relatable
- 42. | COMPREHENSIVE Types of videos potential patients are watching Symptom / Condition 48% Medical technology / innovation 48% Treatment / Procedure 50% Medical professional overview 43%
- 43. | RELATABLE 1 in 2would like to hear another patient’s story on video when they feel like no one else understands
- 44. | SOME NEW TRUTHS Target the right users in the right context Location Focus your advertising on the areas where you’ll find the right customers: ability to hone in on markets based on region, city, DMA or zip code Audience Reach users interested in your product or service based on custom affinities, remarketing, similar audiences, or customer match Content Place ads on videos related to your keyword theme or topic Day parts Schedule ads or modify bids based on time of day or day of week
- 45. | SOME NEW TRUTHS YouTube Director for Business app Free video-creation app that lets you create high-quality video for your business Ready-to-go templates designed for businesses like yours Produce polished videos quickly—without spending a dime No video editing experience required
- 46. | SOME NEW TRUTHS Achieve greater lift and brand recall while doing search + video Landing page visits Expressions of interest Key performance indicators 53%
- 47. | SOME NEW TRUTHS What can you do today to win customers through video? 1 2 3 4 5 Audit your existing video assets Develop targeting plan Understand top user searches Scope YT inventory Project investment impact
- 48. | SOME NEW TRUTHS Key Takeaways
- 49. | KEY TAKEAWAYS Be present in each moment when consumers are making decisions about their health the most-often asked questions about your category and brand, and build useful content that addresses them. Grow your share of consumer intent through search to . for consumers to find you. 1 2 3
- 50. | KEY TAKEAWAYS Build awareness and understanding of your brand through digital video - build content that educates and informs your consumer about symptoms and conditions they are researching. through the scale of YouTube. who have already built a community of subscribers, and are willing to partner with brands they align with. 1 2 3
- 51. | KEY TAKEAWAYS Think mobile-first to drive higher performance and return on ad spend. is no longer an option - it’s a necessity. Create a ‘snackable’, easy-to-navigate mobile experience, leaving the heavy reading for your desktop site. to provide users with relevant and timely messages that drive them to convert in-store. 1 2 3
- 52. | TRUTHS We are all falling short
- 53. SOME NEW TRUTHS What we should be thinking about as marketers How do you ensure you are there when people are looking for you? How can you provide immediate information with digital? How can you use search to drive your business? What is your mobile experience?
- 54. | LEAD GENERATION BUSINESS CALLS CRM INTEGRATIONS CROSS- DEVICE APP DOWNLOADS SHOWROOM VISITS SITE TRAFFIC USER ENGAGEMENT Many Google Partners have Healthcare market knowledge and have served people like you. Google Partners follow Google’s advertising best practices and are AdWords certified. Google Partners have proven their ability to help businesses like yours succeed online. CONCLUSION Get the help you need from a Google Partner
- 56. | ● ● ● ● WHERE TO START |
- 57. | WHERE TO START | ● ● ● ● ● business objectives
- 58. | WHERE TO START |
- 59. | WHERE TO START | Demand Capture Consideration/Demand Generation Awareness/Demand Generation
- 60. GOAL WHERE TO START |
- 61. | QUESTIONS?
- 62. | Email kyle@marceldigital.com for more information. It’s easy: 1. Send an email to Kyle at the address below 2. Kyle will be in contact with you today to schedule delivery of your analysis 3. We jump on a call and our Google AdWords expert will discuss your analysis with you! FREE PAID SEARCH ANALYSIS
- 63. | THANK YOU LAURA O’CONNELL Agency Development Manager Google KYLE BRIGHAM Director of Client Relations Marcel Digital www.marceldigital.com 312.255.8044 We appreciate you taking the time to join our webinar today! We hope you see the benefits of paid search and walk away with actionable insights!!