Hcic Greystone 2010 Ns Mm Final

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Hcic Greystone 2010 Ns Mm Final

  1. 1. Extreme Measures: Website Performance and ROI Presented by: Grant Gannon of NorthShore University HealthSystem & Kelly Cutler of Marcel Media Twitter - @northshoreweb and @marcelmedia
  2. 2. 1 • About NorthShore & Marcel Media 2 • Pain points 3 • Tools the “pros” use 4 • NorthShore Data & Results Agenda 2
  3. 3. NorthShore University HealthSystem (NorthShore), headquartered in Evanston, Illinois, is a comprehensive, fully-integrated healthcare delivery system that serves the greater north shore and northern Illinois communities. Details • Four hospitals • 75 (and growing) medical office facilities • 800 physicians • Affiliated with University of Chicago • Fully-integrated Electronic Medical Record (EMR) system About NorthShore 3
  4. 4. 2003 • NorthShore engaged in first Search Engine Marketing campaign on Yahoo! 2004 • NorthShore reached first traffic benchmark. 2005 • NorthShore provided key input for online campaign growth areas such as Heart, Ortho, Cancer and GI. 2006 • NorthShore began strategic search engine marketing campaign for growth areas on Google. 2007 • NorthShore launched “Doctor Name” campaign and redesigned website. • Marcel Media recommended advanced SEO/SMM/Web 2.0 strategies. 2008 • Marcel Media launched first NorthShore live chat. 2009 • NorthShoreConnect, online gateway to NorthShore medical care, reaches 100,000 users. 2010 • NorthShore redesigned website and is building a foundation for condition- based search and navigation. The Partnership 4
  5. 5. Pain points for NorthShore 5
  6. 6. • What kind of results can be expected from web marketing? • How is the online space valuable in terms of what we are trying to achieve? • What are the most important metrics? • Where do we start? Questions from C-Suite 6
  7. 7. Goals • Honing in on medical specialties • Promoting and demonstrating the value of NorthShoreConnect • Generating increased web traffic • Utilize social outlets to generate brand awareness and position NS as a resource • Web redesign in early 2010 based on user behavior and research data • Increase organic results through optimized page titles and URLs Current Situation 7
  8. 8. Search Engine Optimization (SEO) • Generating traffic through natural placement on search engines Social Media Marketing (SMM) • Establishing discussion/interaction between NorthShore and users Web 2.0 • Facilitating interaction with the latest web apps Paid Search • Garnering traffic through highly targeted, paid ads Online Marketing Solutions 8
  9. 9. Google Analytics Data Analysis Strategy Data-Driven Strategy 9
  10. 10. Pages per Visit • Average number of pages viewed during a site visit – (repeat single pageviews included) Average Time on Site • Average duration of a site visit Percentage of New Visits • Percentage of new site visitors within a specific date range Bounce Rate • Percentage of single-page visits (user leaves site from entrance page without interaction) Key Performance Indicators (KPIs) 10
  11. 11. Tools the “pros” use… 11
  12. 12. Google Analytics is a free, cookie-based, page-tagging web analytics solution. • Colorful • Clean reports (over 30,000) • Clear labels • Fully customizable • Easy campaign creation • Advanced capabilities Google Analytics: The Coloring Box 12
  13. 13. Visitor browsing sessions • Heatmaps show where visitors click, look, and scroll • Link Analytics show interactions, hovers, and hesitation time • Form Analytics reveals problem fields in online forms that cause visitors to leave Customer Experience Analytics (CEA) 13
  14. 14. Web-based focus groups allow users to perform an action based on a scenario they are given. While users are interacting with the site, their voices and computer screens are recorded. Online User Focus Groups 14
  15. 15. Provides keyword theme ideas and search volumes Google Keyword Tool 15
  16. 16. Provides trending forecasts for keyword searches. Compare various date ranges geographic distributions. Google Insights for Search 16
  17. 17. NorthShore Data & Results 17
  18. 18. NorthShore.org: Pre Re-design 18
  19. 19. Find a Doc 26% Home Page 16% Locations 13% Clinical Services 12% About Us 6% Health Encyclopedia 4% Calendar/Class es/Events 3% Billing 3% All other pages 17% Percentage of Pageviews Shifts in Analytics: Driving Re-Design 19
  20. 20. NorthShore.org: Post Re-design 20
  21. 21. March 1, 2010 – May 31, 2010 CE Analytics: Post Re-design 21
  22. 22. Traffic: Post Re-design March 1,2010 – October 31, 2010 22
  23. 23. More focus on videos to let patients and physicians tell the story. Using Video to Tell the Story • 125 videos – 24,000 views • High level of engagement 23
  24. 24. Top Referring Sites 24
  25. 25. Facebook Traffic 25 June 1,2009 – October 31, 2010
  26. 26. Facebook Interactions 26
  27. 27. Facebook Advertising 27 Used Facebook Advertizing to create, nurture and grow a community around NorthShore
  28. 28. Twitter Interactions Twitter Interactions 28
  29. 29. What other ideas do you have about how this site could be improved? • “Listing doctors randomly would ensure that doctors with last names that occur late in the alphabet would not be at a disadvantage when it comes to getting new patients. I could easily see how most new visitors would tend to choose doctors on the first page or two of the search results.” Online User Focus Groups – Sample Data 29
  30. 30. • Use analytics to make smart decisions. • Incorporate social media into your overall strategy. • Help Senior Managers see value of integrating the web to overall business objectives. • The site will always be a work in progress. “An ounce of data is worth a pound of opinion” Key Takeaways 30
  31. 31. Grant Gannon NorthShore University HealthSystem • ggannon@northshore.org • Like us on Facebook • http://www.linkedin.com/in/grantgannon • Twitter @northshoreweb Kelly Cutler Marcel Media • kelly@marcelmedia.com • Like us on Facebook • http://www.linkedin.com/in/kellycutler • Twitter @marcelmedia Thank You/Credits 31

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