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Using the Web to
Promote Your Program


Sy Saliba, PhD
SVP, Marketing & Planning
Florida Hospital




                    ...
Summary

๏ Marketing Strategy
  ‣ The Audiences
  ‣ The Marketing Mix
  ‣ Approaches
๏ Our Results at 1 Year



          ...
Marketing Strategy:
        The Audiences

๏ Patients & Caregivers
๏ Referring Physicians
๏ General Community
๏ Internal /...
Assumption
            It’s All About the Patient
๏ Prostate Patients Driven by Fear - Impotence and
  Incontinence
๏ Pros...
The Marketing Mix




Directed
Interactive
Physician



                                  5
The Marketing Mix

                       Physician
                          4%



              Interactive
            ...
Media Vehicles
๏ Directed
  ‣ Print (Orlando, Tampa, Jacksonville, Miami)
   ‣ Radio (Orlando, Tampa, Jacksonville, Miami)...
Interactive
 Marketing




              7
The Shifting Landscape




                         8
The Shifting Landscape




                         8
The Shifting Landscape



                                                                                       )
       ...
The Shifting Landscape



                                                                                       )
       ...
9
9
9
Web Priority
      Request Appointment


๏ The Building Blocks

    ‣ Alleviate Fears
    ‣ Educate and Inform
    ‣ Demon...
Req. Appt.
Req. Appt.
Promoting the Website

๏ Search Engine Marketing
    ๏ Organic
      ➡ Keyword Research
      ➡ Meta Tags

    ๏ Pay Per C...
Promoting the Site - Organic
        (1-Yr. Growth)




         1/08 - 4/09
        Daily Visitors
          100-300


  ...
Promoting the Site
                 Pay Per Click Advertising




   ๏ Ability to Geotarget to Zip Code
   ๏ “Just In Time...
Promoting the Site
                 Pay Per Click Advertising




   ๏ Ability to Geotarget to Zip Code
   ๏ “Just In Time...
Web Stats
               Year One In Review
๏ 82,650 Visits
๏ 63,590 Unique Visitors (people)
๏ 343,000 Page Views
๏ 713 C...
Traffic Sources




๏ google (cpc) 26,723
๏ google (organic) 22,692
๏ direct 12,504
๏ msn 2,221
๏ yahoo (organic) 2,221

 ...
Contact Submission Sources
 Referrer                   #Completed   Conversion Rate
                             Webforms
...
Directed
Marketing




            21
Radio

GRI testimonial




                  22
Print Ads




            23
Print Collaterals




                    24
Print Collaterals




                    25
Patient Education




                    26
Physician




            27
Symposium




            28
PR / Media




             29
PR / Media

๏ One Month - 484,000 Impressions




                                    29
Community




            30
Community




            30
Results - Call Volume
                            Print
100                                                       97
     ...
Physician Relationships


๏ Mailers
๏ CME Meetings
๏ Ongoing Physician Cultivation
๏ World Robotic Urology Symposium




 ...
2008 in Review (Physician Focus )


๏ Referral Notes:
  ๏ 300+ Referrals from 160 individual
    Urologists in Florida
  ๏...
Results




          34
Results - Surgery Volumes Trend
90
                                                                             82



68  ...
Results
                                 Market Share

                                                                   ...
Awards

                                                              Health Care Standard of Excellence
                 ...
Questions?

Download this Presentation
www.globalroboticsinstitute.com/private

   or search “Robotic Surgery”on
        w...
Marketing Your Robotic Surgery Program on the Web
Marketing Your Robotic Surgery Program on the Web
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Marketing Your Robotic Surgery Program on the Web

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Sy Saliba, Senior VP of Marketing and Planning for Florida Hospital, presents learnings and 1 year results of marketing the Global Robotics Institute online.

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Marketing Your Robotic Surgery Program on the Web

  1. 1. Using the Web to Promote Your Program Sy Saliba, PhD SVP, Marketing & Planning Florida Hospital 1
  2. 2. Summary ๏ Marketing Strategy ‣ The Audiences ‣ The Marketing Mix ‣ Approaches ๏ Our Results at 1 Year 2
  3. 3. Marketing Strategy: The Audiences ๏ Patients & Caregivers ๏ Referring Physicians ๏ General Community ๏ Internal / Hospital Community 3
  4. 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
  5. 5. The Marketing Mix Directed Interactive Physician 5
  6. 6. The Marketing Mix Physician 4% Interactive 44% Directed 53% Directed Interactive Physician 5
  7. 7. Media Vehicles ๏ Directed ‣ Print (Orlando, Tampa, Jacksonville, Miami) ‣ Radio (Orlando, Tampa, Jacksonville, Miami) ‣ Events ๏ Physician ‣ Dinners / CME Events ‣ Direct Mail ๏ Interactive (Almost 50%) ‣ New Website ‣ Google PPC Campaign ‣ Web Banner Advertising 6
  8. 8. Interactive Marketing 7
  9. 9. The Shifting Landscape 8
  10. 10. The Shifting Landscape 8
  11. 11. The Shifting Landscape ) rs (PWC eCoope aterhous by Pricew ducted eport con R Revenue vertising net Ad IAB Inter 8
  12. 12. The Shifting Landscape ) rs (PWC eCoope aterhous by Pricew ducted eport con R Revenue vertising net Ad IAB Inter 8
  13. 13. 9
  14. 14. 9
  15. 15. 9
  16. 16. Web Priority Request Appointment ๏ The Building Blocks ‣ Alleviate Fears ‣ Educate and Inform ‣ Demonstrate Expertise • Outcomes - da Vinci • Patient Testimonials 10
  17. 17. Req. Appt.
  18. 18. Req. Appt.
  19. 19. Promoting the Website ๏ Search Engine Marketing ๏ Organic ➡ Keyword Research ➡ Meta Tags ๏ Pay Per Click ๏ Banner Advertising ๏ Directed Marketing 15
  20. 20. Promoting the Site - Organic (1-Yr. Growth) 1/08 - 4/09 Daily Visitors 100-300 16
  21. 21. 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
  22. 22. 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
  23. 23. 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 18
  24. 24. Traffic Sources ๏ google (cpc) 26,723 ๏ google (organic) 22,692 ๏ direct 12,504 ๏ msn 2,221 ๏ yahoo (organic) 2,221 19
  25. 25. Contact Submission Sources Referrer #Completed Conversion Rate Webforms davinciprostatectomy.com 10 3.76% davincisurgery.com 6 2.76% aol / organic 19 2.17% yahoo / organic 27 1.22% 256 google / organic 1.13% flhosp.org / referral 5 0.97% live / organic 10 0.95% 101 (direct) / (none) 0.81% floridahospital.com 5 0.81% celebrationhealth.com 12 0.7% msn / organic 15 0.68% 160 google / cpc 0.6% orlandosentinel.com 5 0.32% 20
  26. 26. Directed Marketing 21
  27. 27. Radio GRI testimonial 22
  28. 28. Print Ads 23
  29. 29. Print Collaterals 24
  30. 30. Print Collaterals 25
  31. 31. Patient Education 26
  32. 32. Physician 27
  33. 33. Symposium 28
  34. 34. PR / Media 29
  35. 35. PR / Media ๏ One Month - 484,000 Impressions 29
  36. 36. Community 30
  37. 37. Community 30
  38. 38. 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.
  39. 39. Physician Relationships ๏ Mailers ๏ CME Meetings ๏ Ongoing Physician Cultivation ๏ World Robotic Urology Symposium 32
  40. 40. 2008 in Review (Physician Focus ) ๏ Referral Notes: ๏ 300+ Referrals from 160 individual Urologists in Florida ๏ 55 Referrals from 17 Event attendees (Excluding WRUS) ๏ 38 Referral from 15 WRUS attendees (Attended WRUS only)
  41. 41. Results 34
  42. 42. 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
  43. 43. 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
  44. 44. Awards Health Care Standard of Excellence Web Marketing Awards Best Design: Hospital Sub-site / Center of Excellence !quot;#$#%&'(&)*%+,(-.-/-&# ,0123456 Healthcare Leadership Awards 78-$-&#-'*#! /39:+0;<4* =60>3:5*,0123456 =!8 =60>3:5*,0123456* )60?56*80?043@1*(91434A4<*B<?134< 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 L<9:>5*#5>?0M*I*7>0J<@4*/595E<> 37
  45. 45. Questions? Download this Presentation www.globalroboticsinstitute.com/private or search “Robotic Surgery”on www.slideshare.com 38

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