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Why Healthcare Brands Need Digital Strategies Now More Than Ever

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Presentation from The 2016 Healthcare IT & PR Marketing Conference in Atlanta.

In this presentation, Peter will discuss why there has recently been a shift in which healthcare brands have started putting a higher value and need on digital marketing. This has not always been the case but is shifting to become a key priority for healthcare brand execs, and digital marketers should look to healthcare brands as vital sources of work, revenue, and purpose. An article that further discusses this point can be found here at Ad Age.Peter will touch on:
Why is this shift taking place now?How is this shift benefitting digital marketers?Why do healthcare brands need to jump at the opportunity to take advantage of digital marketing now, and how can they begin to implement solid strategies for their brands? Where do they find the resources to do this?What can healthcare marketing professionals do to ensure they are creating a solid strategy for their healthcare brand?What does a solid digital marketing strategy look like for a healthcare brand? How does it differ from other industry brand’s strategies?Why should digital marketing professionals and CMOs embrace this shift and how can it improve the digital marketing space as a whole? What opportunities will this bring digital marketing professionals?

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Why Healthcare Brands Need Digital Strategies Now More Than Ever

  1. 1. Why Healthcare Brands Need Digital Strategies Now More Than Ever HITMC - Healthcare IT Marketing & PR Conference 7 April 2016
  2. 2. We Always Start With Why > Why – Doctors and patients rely heavily on the internet for both their daily lives and healthcare needs. We believe this poses a significant opportunity/liability for healthcare marketing professionals. > How – We will review some research to establish the importance of digital in the healthcare realm. In addition, we will discuss some innovative examples of techniques you can use to improve your marketing efforts. > What – Everyone should walk away with a better understanding of the role that digital marketing should play in your marketing efforts and proven ideas on how to build a strong digital marketing strategy. House of Kaizen 2
  3. 3. How’s My Driving? Peter Figueredo Partner at House of Kaizen 212-981-2700 x200 www.LinkedIn.com/in/peterfigueredo @figueredo 3House of Kaizen
  4. 4. Patient Research Proving the significant impact that digital has on patients
  5. 5. Patient Research - Google 5 > Goal: – Understand how digital drives hospital research and appointments > Methodology: – Tracked hospital researchers online activity for a year – Surveyed 533 hospital researchers https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html
  6. 6. 6https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html
  7. 7. 7https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html
  8. 8. 8https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html
  9. 9. 9https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html
  10. 10. 10https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html
  11. 11. 11https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html
  12. 12. 12https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html
  13. 13. Physician Research Proving the significant impact that digital has on physicians
  14. 14. Physician Research - Google > Goal: – Assess the digital adoption of physicians > Methodology – Surveyed 506 US physicians – Supplemental qualitative interviews 14https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html
  15. 15. 15https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html
  16. 16. 16https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html
  17. 17. 17https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html
  18. 18. 18https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html
  19. 19. 19https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html
  20. 20. 20https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html
  21. 21. 21https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html
  22. 22. Research Summary What did we learn?
  23. 23. Patient And Doctors Both Depend On Online Information 23 1. Online research is very important 2. Online Search is very important 3. Mobile is growing quickly in importance 4. Online Video is growing quickly in importance House of Kaizen
  24. 24. Opportunity or Liability You Decide
  25. 25. Take Steps To Leverage This Digital Opportunity 1. Properly set-up KPIs in web analytics 2. Develop a well balanced digital media funnel 3. Build a strong paid + organic presence in Google for brand and generic 4. Take advantage of online targeting 25 4. Ensure that you have a mobile optimized site 6. Grow your online video presence and advertise in youtube 7. Continuously test and optimize your website House of Kaizen
  26. 26. Properly Measure The Right KPIs For Your Business > Website analytics are key > Limit web analytics access to a skilled professional > Ensure your analytics are setup properly > Choose the correct KPIs based on business needs and reasonable goals 26House of Kaizen
  27. 27. Healthy Digital Media Budget Weighted Heavy To Awareness 27 ToFu MoFu BoFu 60% - 70% 20% - 25% 10% - 15% House of Kaizen
  28. 28. 28 Focus On Paid And SEO For Brand & Key Generic Terms
  29. 29. Take Advantage Of Online Targeting Capabilities 29 > Geographic targeting > Interest based targeting > Re-targeting > Lookalike targeting > Social data targeting > DMP & CRM House of Kaizen
  30. 30. Always Ensure You Have A Mobile Optimized Site 30House of Kaizen
  31. 31. Grow Your Online Video Presence 31
  32. 32. Constantly Test And Optimize Your Website 32 2 required fields were moved later in the registration process and sign-ups Increased 23% with this version House of Kaizen
  33. 33. Take Steps To Leverage This Digital Opportunity 1. Properly set-up KPIs in web analytics 2. Develop a well balanced digital media funnel 3. Build a strong paid + organic presence in Google for brand and generic 4. Take advantage of online targeting 33 4. Ensure that you have a mobile optimized site 6. Grow your online video presence and advertise in youtube 7. Continuously test and optimize your website House of Kaizen
  34. 34. Thank You Which way to the drinks?
  35. 35. How’s My Driving? Peter Figueredo Partner at House of Kaizen 212-981-2700 x200 www.LinkedIn.com/in/peterfigueredo @figueredo 35House of Kaizen

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