Top 5 Ways for Hospitals to Engage New Patients Immediately

491 views

Published on

The top 5 ways for hospitals, physician practices and clinics to immediately engage more more patients online.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
491
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Top 5 Ways for Hospitals to Engage New Patients Immediately

  1. 1. 5 Tactics to Immediately Engage More Patients OnlinePresentation Date: June 2011 James Windrow
  2. 2. Where do people search for healthcare information?Presentation Date: June 2011 James Windrow
  3. 3. Most Influential Sources of Health Information Pharmacist, 2% Insurance Family/Friends, 2% Website, 1% Online Forums, 4% Talk w/Nurse, 8% Advocacy Talk Group, 8% w/Doctor, 44% Not Sure, 9% Google Search, 22% Capstrat and Public Policy Polling, April 2010Presentation Date: June 2011 James Windrow
  4. 4. The Data • 80% of all internet users look for health information online • 66% of all internet users look online for information about a specific disease or medical problem • 56% of all internet users look online for information about a certain medical treatment or procedure. • 44% of all internet users look online for information about doctors or other health professionals. • 36% of all internet users look online for information about hospitals or other medical facilities. February 2011, Pew Internet & American Life ProjectPresentation Date: June 2011 James Windrow
  5. 5. Health Information Seekers Awareness ActionPresentation Date: June 2011 James Windrow
  6. 6. Health Information Seekers Awareness ActionPresentation Date: June 2011 James Windrow
  7. 7. Health Information Seekers Awareness Action Greatest ROI on Marketing SpendPresentation Date: June 2011 James Windrow
  8. 8. Health Information Seekers Awareness Action Greatest ROI on Marketing SpendPresentation Date: June 2011 James Windrow
  9. 9. $50.00 350 $45.00 300 Number of Appointments Cost Per Appointment $40.00 $35.00 250 $30.00 200 $25.00 150 $20.00 $15.00 100 $10.00 50 $5.00 $0.00 0 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Awareness ActionPresentation Date: June 2011 James Windrow
  10. 10. Health Information Providers Awareness ActionPresentation Date: June 2011 James Windrow
  11. 11. Engaging More Patients Ready to Take Action UNIVERSAL SEARCHPresentation Date: June 2011 James Windrow
  12. 12. Percent who search online after seeing an ad… Magazine ads 47% TV Ads 43% Local Print Ads 42% If you invest in advertising … but don’t invest in search … the response to your ads will be lost to competitors leveraging the power of organic search.Presentation Date: June 2011 James Windrow
  13. 13. Paid Search Video Websites News Social Media SemanticPresentation Date: June 2011 James Windrow
  14. 14. Universal Search Also called Blended Search, combines previously separate search elements onto the first page of results. • Branded Content • Local Search (Maps) • Social Media • Video • News • Images • ShoppingPresentation Date: June 2011 James Windrow
  15. 15. Universal Search Also called Blended Search, combines previously separate search elements onto the first page of results. • Branded Content • Local Search (Maps) • Social Media • Video • News • Images • ShoppingPresentation Date: June 2011 James Windrow
  16. 16. 1. Create Relevant Keyword-Rich ContentPresentation Date: June 2011 James Windrow
  17. 17. Keys to SEO (i.e. top rankings) success News, partners, suppli Robust and frequently ers, events, directories updated , blogs, reviewsinformation, news, vide discussion o, blogs, resources groups, press and Inbound Link releases, etc. tools, commenting, fee ds and search- Content Building informed marketing copy. Site Architecture Domain, link structure, titles and tagging, site maps, load time, web compliance and DNS.How does search work? 2011 Presentation Date: June James Windrow
  18. 18. Presentation Date: June 2011 James Windrow
  19. 19. 1. Create hyper-relevant, local content that informs and educates. • Allow visitors to choose interests and preferences for best results (web, email and mobile communications) Content 2. Avoid brochure-ware, you wouldn’t read Inbound Link it, neither will others. Building • Use some personality, create Site interactivity through assessments and Architecture online quizzes. 3. Use the terms and keywords that current and prospective patients are using. • Google: Google Keyword ToolHow does search work? 2011 Presentation Date: June James Windrow
  20. 20. 2. Get Local (Hyper-Relevant)Presentation Date: June 2011 James Windrow
  21. 21. Presentation Date: June 2011 James Windrow
  22. 22. Presentation Date: June 2011 James Windrow
  23. 23. Claiming and keeping your Google Places page is essential to local search success. Google: Google PlacesPresentation Date: June 2011 James Windrow
  24. 24. Presentation Date: June 2011 James Windrow
  25. 25. 3. The Real Value of Social MediaPresentation Date: June 2011 James Windrow
  26. 26. Chart on people using ratings and reviews to make decisions on servicesPresentation Date: June 2011 James Windrow
  27. 27. Presentation Date: June 2011 James Windrow
  28. 28. Presentation Date: June 2011 James Windrow
  29. 29. Presentation Date: June 2011 James Windrow
  30. 30. 4. Video, video, videoPresentation Date: June 2011 James Windrow
  31. 31. • On average 88,600,000 people watch video online each day. • On average we consume 200+ videos each month.Presentation Date: June 2011 James Windrow
  32. 32. Presentation Date: June 2011 James Windrow
  33. 33. Google owns YouTube. Any video you upload is immediately add to the Google index.Presentation Date: June 2011 James Windrow
  34. 34. YouTube Best Practices: 1. Keyword-rich title 2. Keyword-rich description 3. Make the first 27 characters count 4. Keyword-rich tags 5. Take advantage of annotations and captions 6. Add location data for your videos 7. Encourage users to rate the video 8. Encourage embedding, don’t restrict it.Presentation Date: June 2011 James Windrow
  35. 35. 5. Public relations in a digital worldPresentation Date: June 2011 James Windrow
  36. 36. Presentation Date: June 2011 James Windrow
  37. 37. Presentation Date: June 2011 James Windrow
  38. 38. Presentation Date: June 2011 James Windrow
  39. 39. Presentation Date: June 2011 James Windrow
  40. 40. Top 5 Ways to Engage New Patients Immediately 1. Create keyword rich, relevant content. 2. Leverage Google Places 3. Focus on ratings and reviews 4. Use video to tell your story 5. Use digital PR to get additional resultsPresentation Date: June 2011 James Windrow

×