The document discusses strategies for cosmetic and aesthetic surgery practices to connect with patients online. It notes that search is indispensable in the patient journey, with search queries growing. It provides recommendations to be a resource, be present across screens including mobile, and be seasonal in marketing. Beyond search, it introduces display and video strategies, noting that most time is spent outside search engines. It emphasizes the importance of being present across the online customer journey.

1. Google Confidential and Proprietary
Beautifully Digital
Connecting with Cosmetic Surgery Patients Online

2. Google Confidential and Proprietary
● Introduction
● Why Search Matters
● Search Strategies for Cosmetic & Aesthetic Surgery Practices
○ Be a Resource
○ Be There on All Screens
○ Be Seasonal
● Beyond Search: Intro to Display and Video
Agenda

3. Google Confidential and Proprietary
Bo Pulito
Strategic Partner Manager
● 6+ Years technology experience
● Focus on emerging business platforms and
products
● Advisor and Consultant to Venture and Ad
Technology companies
● MBA, UCLA Anderson
Jenn Kelly
Strategy & Insights Manager
● 6+ Years digital marketing experience
● Focus on ad effectiveness measurement &
consumer insights
● Featured presenter at ARF Re:Think
● MBA, Columbia University
Your Team

4. Google Confidential and Proprietary
Scott Cohen
CEO, 180Fusion
• 17+ years in software and internet sector
• 180fusion awarded Inc 500 fastest growing private
companies & Top 20 Best Places to Work
• Contributor to Wired, Tech.com,Social Media Today,
Search Engine Journal
• Guest Lecturer at USC Marshall School of Business,
Georgetown, and UofA
• Board of Directors of Non Profits & Privately Held
Tech companies
• Previous Software Company acquired by IBM

5. Google Confidential and Proprietary
Source: Plastic Surgeons in the US, IBISWorld Industry Report, February 2015
It’s a good time to be in the plastic surgery business
Growth Drivers
● Economic recovery
● Aging population
● Increasingly favorable public
opinion of plastic surgery
● Technological advances -
safer, cheaper options
Market Growth ($B)

6. Google Confidential and Proprietary
● Introduction
● Why Search Matters
● Search Strategies for Cosmetic & Aesthetic Surgery Practices
○ Be a Resource
○ Be There on All Screens
○ Be Seasonal
● Beyond Search: Intro to Display and Video
Agenda

7. Google Confidential and Proprietary
Search is indispensable in the patient journey
Cosmetic surgery query growth shows
increasing reliance on search
Search is the #1 resource medical patients turn
to in selecting their treatment facility
Source: Google/Compete Hospital Study 2012; Google Search Network Data, Cosmetic & Aesthetic Surgery category
Online Personal Offline

8. Google Confidential and Proprietary
Source: 2012 Google/Compete Hospital Study
When patients see paid search ads, they act
Liposuction

9. Google Confidential and Proprietary
For advertisers, search delivers results
Average Opportunity Per Cosmetic Surgeon*
Average Monthly Investment1
$2,629
Average Monthly Clicks1
843
Lead Conversion Rate2
2%
Average Annual Conversions 202
Average Billings per Customer2
$3,000
Average Annual Sales $606,757
Average ROI 19X
Value per Click $60
*Note that factors including quality score, ad text, and site design will affect ROI calculation.
1
Based on average investment and CPC of cosmetic & aesthetic surgery terms among third tier advertisers in the US, 2014;
2
Industry estimate

10. Google Confidential and Proprietary
Agenda
● Introduction
● Why Search Matters
● Search Strategies for Cosmetic & Aesthetic Surgery Practices
○ Be a Resource
○ Be There on All Screens
○ Be Seasonal
● Beyond Search: Intro to Display and Video

11. Google Confidential and Proprietary
Search is used throughout the purchase process
“abdominoplasty before and after”
“cost of eyelid surgery”
“best rhinoplasty surgeon”
“tummy tuck recovery time”
“laser lipo reviews”
“are breast implants safe?” Sample category terms
Query Volume by Category: Cosmetic Surgery
Source: Google Search Network Data: Q4 2014
Images are in
high demand

12. Google Confidential and Proprietary
query
paid resultsorganic
results
Answer patients’ questions and earn their trust
Anatomy of Search

13. Google Confidential and Proprietary
Use ad extensions to highlight relevant content
Sitelink extensions see an average uplift
of 10-20% in CTR

14. Google Confidential and Proprietary
Call extensions make it easy to connect
Call extensions allow you to connect directly with
your customers via phone. They allow customers
easily find your phone number, and on mobile
devices, call you directly from your ad.
Ads leveraging call extensions see about 15-20% of
clicks occur on the call button.

15. Google Confidential and Proprietary
Take advantage of untapped opportunity
Unpurchased ad space!

16. Google Confidential and ProprietarySource: Google US Search Data Q4 2014
*Rounded to one significant figure
Query Volume Range
(Q4 2014)*
Coverage
septoplasty cost 1,000 40%
lip injections before and after 9,000 42%
liposuction Manhattan 800 49%
calf implants 4,000 54%
septoplasty cost 1,000 40%
gynecomastia surgery recovery 700 44%
forehead reduction 1,000 47%
Sample of missed opportunities

17. Google Confidential and Proprietary
● Introduction
● Why Search Matters
● Search Strategies for Cosmetic & Aesthetic Surgery Practices
○ Be a Resource
○ Be There on All Screens
○ Be Seasonal
● Beyond Search: Intro to Display and Video
Agenda

18. Google Confidential and Proprietary
Source: 2012 Google/Compete Hospital Study
Mobile is a patient’s constant research companion

19. Google Confidential and Proprietary
Source: Google Search Network data, “Cosmetic & Aesthetic Plastic Surgery” Category
Mobile queries are catching up to desktop
Cosmetic & Aesthetic Plastic Surgery Queries

20. Google Confidential and Proprietary
Is your site optimized for mobile?

21. Google Confidential and Proprietary
● Introduction
● Why Search Matters
● Search Strategies for Cosmetic & Aesthetic Surgery Practices
○ Be a Resource
○ Be There on All Screens
○ Be Seasonal
● Beyond Search: Intro to Display and Video
Agenda

22. Google Confidential and Proprietary
Queries tend to peak in Q1/Q2
Cosmetic & Aesthetic Plastic Surgery Query Volume by Quarter
● Optimize budget
to align with shifts
in demand
● Consider seasonal
offers/promotions
Source: Google Search Network data, “Cosmetic & Aesthetic Plastic Surgery Category

23. Google Confidential and Proprietary
Agenda
● Introduction
● Why Search Matters
● Search Strategies for Cosmetic & Aesthetic Surgery Practices
○ Be a Resource
○ Be There on All Screens
○ Be Seasonal
● Beyond Search: Intro to Display and Video

24. Google Confidential and Proprietary
How do you connect with consumers when they
aren’t searching for you?
79%
of time online is
spent outside search
21%
of time online is
spent searching
across websites,
mobile, YouTube, and
Gmail
Source: go-gulf.com; “How People Spend Their Time Online”; February 2, 2012 Online Publishing
Association; Nielsen, Comscoredatamine.com, Tnsdigitallife.com, Pewinternet.org

25. Google Confidential and ProprietaryImage ads Text ads Ads on mobile
90%
of global internet
users
The Google Display
Network reaches
across ad formats:
2M+
websites
Ads are
served across
The Google Display Network

26. Google Confidential and Proprietary
YouTube is the second largest search engine
66M
Beauty Enthusiasts search on YouTube
each month
7M
Look for information on plastic surgery
Popular channels for women on YouTube

27. Google Confidential and Proprietary
Online video is a pivotal component of patient
research
1 in 8
Patients watched an online video
53%
of patients who didn’t watch a hospital
video were unaware they existed
Source: 2012 Google/Compete Hospital Study

28. Google Confidential and Proprietary
Online video drives patients to hospital sites,
where they are more likely to convert
Source: 2012 Google/Compete Hospital Study

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There’s a simple way to think about this

30. Google Confidential and Proprietary
Always there

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Across the whole web

32. Google Confidential and Proprietary
On both paid and organic search
sparkplugdigital.com 2013

33. Google Confidential and Proprietary
Midnight 3am 6am 9am 12pm 3pm 6pm 9pm
On all devices, at all times of day
Google internal, 2013
AT&T Nielsen, Clickstream Study, 2010
of online shopping
takes place between
8pm and midnight
19%

34. Google Confidential and Proprietary
Consideration
Awareness
Purchase
of conversions occur on a
non- branded keyword
33%
At every stage of the funnel

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Always relevant

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Relevant to intent

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Relevant to device

38. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google Confidential and Proprietary
Relevant to time of day

39. Google Confidential and Proprietary
Relevant to content

40. Google Confidential and Proprietary
180Fusion and Google helps you complete the picture
Increase Sales Lower CPAs
Increase Profits
Increase Customer
Lifetime Value
Holistic View of
Marketing Strategy
Your Company Here!

41. Google Confidential and Proprietary
180Fusion partnership has historically…
Increased Account Performance
Increased Customer Satisfaction
Decreased Advertiser Churn
Enhanced Google Customer Service
Expanded Advertising Product Mix

42. Google Confidential and Proprietary
180fusion has proven performance
Case Study-Hornblower: Hit annual revenue goal in 3 quarters
44% Increased number of Leads
31% drop in cost per conversion
30% lift in CTR
17% drop in CPC

43. Google Confidential and Proprietary
Search
Video
Mobile
Offers
Local
Site
Display
300 x
250
How to Manage Effectively at Scale?
Social

44. Google Confidential and Proprietary
Google confidential
Jump in!
Google Confidential and Proprietary

45. Google Confidential and Proprietary
Q&A

46. Google Confidential and Proprietary
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webinar@180fusion.com
877-321-4180
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