Sy Saliba, Senior VP of Marketing and Planning for Florida Hospital, presents learnings and 1 year results of marketing the Global Robotics Institute online.
3. Marketing Strategy:
The Audiences
๏ Patients & Caregivers
๏ Referring Physicians
๏ General Community
๏ Internal / Hospital Community
3
4. Assumption
It’s All About the Patient
๏ Prostate Patients Driven by Fear - Impotence and
Incontinence
๏ Prostate Patients Will Travel for Treatment
๏ Prostate Patients Search for Treatment Information
๏ Prostate Patients Use the Web for Searching
๏ Prostate Patients Will Seek a Credible Solution
‣ Value Outcome Data
‣ Trust Successfully Treated Patients
4
21. Promoting the Website
๏ Search Engine Marketing
๏ Organic
➡ Keyword Research
➡ Meta Tags
๏ Pay Per Click
๏ Banner Advertising
๏ Directed Marketing
15
22. Promoting the Site - Organic
(1-Yr. Growth)
1/08 - 4/09
Daily Visitors
100-300
16
23. Promoting the Site
Pay Per Click Advertising
๏ Ability to Geotarget to Zip Code
๏ “Just In Time” Advertising
Tip: Allocate time and resources to
understand the search patterns of your market
17
24. Promoting the Site
Pay Per Click Advertising
๏ Ability to Geotarget to Zip Code
๏ “Just In Time” Advertising
Tip: Allocate time and resources to
understand the search patterns of your market
17
25. Web Stats
Year One In Review
๏ 82,650 Visits
๏ 63,590 Unique Visitors (people)
๏ 343,000 Page Views
๏ 713 Contacts Received
๏ 192 Surgeries*
๏ 27% Conversion Rate
*Web Reported as Primary Source of Referral by Patient
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26. Traffic Sources
๏ google (cpc) 26,723
๏ google (organic) 22,692
๏ direct 12,504
๏ msn 2,221
๏ yahoo (organic) 2,221
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40. Results - Call Volume
Print
100 97
Web 91
86 85
Radio
79
75 74
69
58
50
Calls
42 Print Campaign
Web Campaign
25 27 25
Radio Campaign
WRUS
Physician Marketing
0
*
February March April May June July August Sept Oct Nov Dec
*New Urology Campaign Begins: Impact of
calls to surgery is six weeks.
44. Results - Surgery Volumes Trend
90
82
68 60
54
56 54
50
49 46
45
45 36
36
36
40
39 33
33
33
33
34 33
34 32
34
34
23
Dec
0 Nov
October
Sept
August
* July
June
May
April
March
February
January
Budget
Actual
45. Results
Market Share
63.6
94.1
36.4
5.9
January - June 2007 January - June 2008
FH
All Others *
Celebration market share for Uro-oncology among
tri-county hospitals regardless of patient origin
Source: AHCA
46. Awards
Health Care Standard of Excellence
Web Marketing Awards
Best Design: Hospital Sub-site / Center of Excellence
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Healthcare Leadership Awards
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Outstanding Achievement
C C CD E 6 0 ? 5 6 > 0 ? 0 4 3 @ 13 9 1 4 3 4 A 4 < D @ 0 ;
'5F3:*!5G6<H*I*=60>3:5*,0123456*7>0J<@4*K<5:
Interactive Media Awards
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Intuitive has been studying patient behavior via our web site and here’s what we’ve learned:
We drive traffic to our site with search engine optimization and search engine marketing programs (SEO/SEM)
Visitors to the site engage in specific “conversion” activities that lead to cases
You web presence is extremely important for your hospital and da Vinci surgeons.
Search Engine Optimization (SEO) is the use of keywords and meta tags in web content and geographic location so that search engines can “find” and “map” content for relevant searches; results appear on the left side of the page and are sometimes referred to as “natural or organic” results. Being listed on the first page as a top search result is highly desirable to feed the funnel.
Search Engine Marketing (SEM) is sometimes referred to as “ad word buying.” You can “bid” to get mini ads appear on the right hand side of a search result when someone types in specific keywords into a search engine. ISI bids on specific dVS related (symptoms, conditions, treatments) key words in Google, Yahoo and MSN; ISI spends well over $100k each year to drive traffic to web sites and specific pages which feed the funnel, which you can leverage at your own hospital or practice.