Online Marketing for Long Term Care

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Presentation to the LTC Link Conference on 7/26/09 for online marketing strategies for long term care.

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Online Marketing for Long Term Care

  1. 1. Marketing Strategies for Long-Term Healthcare<br />
  2. 2. Who Uses the Internet When Looking for Information<br />About a Nursing Home? according to a 2006 study referenced on iHealthBeat.org<br />53%: Family of members of assisted-living residents<br />31%: Family of members of nursing home residents<br />23%: Elderly living in high-rise buildings<br />Facebook usage:<br />As of July 4, 2009, the percentage growth of Facebook users 55+ has grown 513.8% (from 954,680 to 5,859,160 according to eweek.com)<br />Twitter usage:<br />20% of users are 50+<br />45-54 year olds are 36 percent more likely than average to visit Twitter, making them the highest indexing age group (according to eweek.com)<br />Web usage:<br />From 2005 to 2008, Web usage almost doubled for users 76+, and it increased about 10% for both users 40-44 and 45-49.<br />
  3. 3. Corporate Page<br /><ul><li>Search Facilities
  4. 4. Social networking links
  5. 5. Patient focused content and imagery
  6. 6. Adds SEO value</li></li></ul><li>Facility Page<br /><ul><li>Each location has its own landing page
  7. 7. Map and contact and brochure
  8. 8. Incorporate the social networking links </li></ul>and blogs<br /><ul><li> Increases Conversion, SEO and PPC relevancy</li></li></ul><li>Traditional Online Traffic<br />Existing & <br />Past Residents<br />IYP<br />MEDIUM<br />SEO<br />PPC<br />Google, Yahoo,<br />Yellowpages.com<br />Superpages.com<br />Google, Yahoo,<br />Yellowpages.com<br />Superpages.com<br />Google Adwords/<br />Content Network<br />VEHICLES<br />Targeted <br /> keywords/<br /> geographic<br />Targeted <br /> keywords/<br /> geographic<br />Targeted <br /> keywords/<br /> geographic<br />E-mail<br />Collateral<br />Bill Stuffers<br />Internal<br />SEEDING<br />DRIVE TO<br />Landing Page (Find a Facility)<br />SNEEZE<br />Join our BLOG, FACEBOOK PAGE, TWITTER OR NEWSLETTER<br />
  9. 9. Case Study IYP and PPC<br />Skilled Nursing- Four State Campaign:<br />Internet Yellow Pages (2 months) :<br />125,000 impressions/month<br />Around 2% clicks<br />Fixed cost placement<br />Pay Per Click (5 months)<br />Over 2 million impressions<br />7.5% of clicks make a phone call… 22% visit the facility page<br />1 : 112 ROI<br />
  10. 10. Social Networking<br />MEDIUM<br />FACEBOOK<br />TWITTER<br />WEB <br />VEHICLES<br />FB Page<br />FB Profiles<br />Launch of <br /> new page<br />Twitter Profile<br />Influencers<br /><ul><li>Pages
  11. 11. Groups
  12. 12. Networks</li></ul>(FB Advertising)<br />Influencer <br /><ul><li>Blogs
  13. 13. Sites </li></ul>Influencers <br /><ul><li>10K-20K
  14. 14. Sneezers</li></ul>(Magpie Ads)<br />SEEDING<br />DRIVE TO<br />Landing Page (Find a Facility)<br />SNEEZE<br />Join our BLOG, FACEBOOK PAGE, TWITTER OR NEWSLETTER<br />
  15. 15. Case Study Social Networking<br />AMS- Male incontinence event (7 days to promote):<br />Males 55+ / Chicago-targeted event<br />Twitter: Over 1,000 followers and 360 clicks to the event<br />Event was filled<br />SeaBlue Prostate Cancer Walk <br />$16K budget for social networking instead of print<br />2 weeks results – 8 weeks to go<br />Facebook Page: 365 fans<br />Twitter Followers: 3,144 followers<br />Total clicks to site: 1,982 (anticipated from print: 1,000 clicks over 10 weeks)<br />
  16. 16. Examples<br />Blog maintained by a resident of a The Clare, a senior high-rise on Chicago&apos;s Gold Coast:<br />http://seniorwriter.blogspot.com/<br />Blog is approaching 50,000 visitors <br />Ericson Living, a senior living facility, posted videos of their Wii Championship on YouTube: http://www.youtube.com/watch?v=Pzp8S_7yspM<br />Video has 628,845 views and 2,023 ratings<br /> <br />

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