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Doing healthcare digital media right
The document discusses the importance of digital media in marketing, highlighting that 38% of consumer attention is now digital, and emphasizes the need for businesses to effectively measure and allocate their digital marketing budgets. It presents a case study on a digital campaign for a weight management program that achieved a 550% ROI, demonstrating the significance of setting measurable goals and tracking results. Finally, it encourages continuous learning and engagement in the digital space to become an expert in digital media strategies.
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Doing healthcare digital media right
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- 7. 7 38% Of EyeballTime Is Digital Source: Mary Meeker, Merrill Lynch
- 8. 8 You Can NoLonger Afford To Stay Away
- 9. 9 • Making digitaleasy to measure • How to allocate budget • Acquiring real knowledge So You Can Leave Here Today With A Plan Digital Media Ninja Says: Thinking in terms of traditional media will slow your learning curve. Start with a clean slate!
- 10. 10 MAKING DIGITAL EASYTO MEASURE
- 11. 11 • You weretaught that if you used good research tools and validated your Nielsen ratings, all was successful • Marketing is supposed to be about achieving business goals • So, let’s start with your goal! • P.S. – this means you really need to know your business Traditional Media Trained You Backwards
- 12. 12 For Most OfYou, It’s “Heads In Beds” • You can measure real procedures and ROI • You just need the right setup • You need media and website experts to help you with this
- 13. 13 Digital Marketing IsBuilt From The Ground Up
- 14. 14 A Reminder: DigitalMedia Works Together Brand Search Activity Rate by Week (Rate of brand search activity and lift for exposed vs. control, weeks since first exposure to ad) 0.5% 1.0% 1.3% 1.6% 0.7% 1.2% 1.8% 2.4% 1 week 2 weeks 3 weeks 4 weeks Control Exposed +40% +20% +38% +50%
- 15. 15 SPARROW WEIGHT MANAGEMENT& BARIATRIC SURGERY DIGITAL MEDIA CAMPAIGN RESULTS
- 16. 16 Set Goals…Build System…TrackROI Call to action, dedicated landing page, targeted response, and tracking conversions
- 17. 17 Sparrow Internet AdvertisingProgram Bariatric and Weight Management • $7,500 Total investment • Dec 3, 2010 - Jan 15, 2011 • 3 areas of focus – Facebook Advertising – SEM – Google Paid Placements – Online Display Placements
- 18. 18 Facebook Campaign Date CampaignName Impressions Clicks CTR Dec 3-Jan 6 IP10673 Sparrow Weight Management 1,076,462 291 0.01% Are you freaking out about the CTR? Don’t!
- 19. 19 Google SEM Campaign DateCampaign Name Impressions Clicks CTR Dec 3-Jan 15 IP10673 Sparrow Weight Management 271,744 322 0.12% Again, terrible CTR!
- 20. 20 Online Display AdvertisingPerformance JOB Target Market Placement Title Impressions Clicks CTR IP10673 - Sparrow Weight Management Internet Advertising Campaign LANSING Goodway Behavior Match 1,110,808 1,145 0.10% This is killing you, isn’t it? Just because we haven’t shown you the most important metric yet!
- 21. 21 Results: Three MonthsPost Campaign • 168 information requests • 22 registered for a free information session to date • 12 attended an information session to date • 5 qualified candidates scheduled for surgery • 3 qualified candidates scheduled for weight management $8,247 contribution margin per surgery $41,235 new contribution margin 550% ROI
- 22. 22 • 38% ofmindshare is now digital • Are you even close? How Do You Measure Up? Digital Media Ninja Says: You don’t have to be at 38%, or even 25%, but if you’re at 0% in display, mobile, and social, you’re behind
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- 24. 24 Follow the pyramid Bewareof shiny objects (and digital salespeople!) Find the will You have the money if you’re doing outdoor, radio, direct mail, etc. Do each well first Don’t spread too thin Get Solid Footing
- 25. 25 • Some area matter of completion • Others are a matter of results Moving Up The Pyramid
- 26. 26 • “I needa CT scan but I’d like to keep it under $100” Where To Start Digital Media Ninja Says: Don’t cheap out. Spending $5k in digital and declaring it unsuccessful only hurts you
- 27. 27 SETTING YOURSELF UPFOR SUCCESSFUL MEASUREMENT
- 28. 28 • Sample non-measurablegoals – Patient education – 10% increase in bed fill rate • Sample measurable goals: – 8% increase in brand preference – 10 booked procedures What’s Your Goal?
- 29. 29 Test the tools you’llbe using Define your goal Lay the digital breadcrumbs Connect Every Step
- 30. 30 Launch survey and collect results Develop questions Based on medium, may needto find research partner Within which media will you be executing the survey? •SEM, Display, etc. IncreaseBrand Preference
- 31. 31 • Need toconnect the patient to their online activity • Clearly and obviously – only for your measurement – Destroy the PII • Tactics – Inquiries – Information sessions only promoted online – Channel-specific phone numbers • You can even do keyword-specific phone tracking! Direct Response Goals
- 32. 32 And Remember! Digital MediaNinja Says: Add all media costs together to determine ROI. ROI is not tactic-specific!
- 33. 33 BUT I WANNABE AN EXPERT
- 34. 34 Read ConferencesNetwork Read Read feverishly. Search EngineLand, Adexchanger, and so on. Network Like a piece you read? Write the author. Ask him/her for connections on key topics Conferences Whether you attend them or just follow the hashtag on Twitter, valuable insights are there Becoming A Digital Expert
- 35. 35 • Shameless plug,yes • But folks love it – Get a free digital copy for attending this webinar! • Email Chris (contact info on next slide) 30 Days To Digital Media Expertise
- 36. 36 • Chris Fisher,SVP Sales – cfisher@goodwaygroup.com – 214.250.2054 • Jay Friedman – jay@goodwaygroup.com – @jaymfriedman – Linkedin.com/jaymfriedman Get In Touch With Us
Editor's Notes
- #3 How many of you are using CTR as your primary metric in digital (or how many would you if you were doing digital and not doing digital ?)
- #4 How many of you look at digital and feel like it is a maze that can’t be navigated
- #5 How many of you know a doctor? How many of you prefer that your doctor washes their hands between every patient and procedure?
- #6 What if a doctor said to you, “gee, there are so many soap options out there, I’m just going to hold of washing my hands until I figure out which is the right one”?Would that be smart?
- #7 Operating with these hands is the equivalent of “holding off on doing digital until you have a better handle on it.” here’s why
- #8 TV is kill king. But bigger than radio and WAY bigger than print, online is now 26% of media mindshare, and mobile is up at 10%!This is 36% total for digital mediaEven better, because spending still lags – slightly in online and significantly in mobile – supply and demand allows for really good pricing for these media
- #10 We’ll be taking you through “how to do digital media right” in some very easy stepsMost folks tell us that no one has ever explained it to them this simply before, so don’t be intimidated and be ready to learn!Oh, and we’ve got a digital media ninja to pop up every so often with tips!
- #12 See, everyone loves GRPs. If they made GRP blankets we would all snuggle in them and feel safe.
- #13 But are GRPs heads in beds? NoGRPs aren’t resultsGRPs are just a unit of deliveryYou can do GRPs in any medium – print, radio, and even onlineLet’s focus on what you really care about
- #14 Here is your roadmap.You can choose to agree or disagree, but no one has ever told us this makes no senseExplain pyramid
- #15 Now, as you build up the pyramid you need to remember that digital media works together; turbo charges each otherFor instance, search is lower on the pyramid but there is a point at which the functionality of your search begins to regress and you need to charge it with display and other media.
- #17 I’m not even going to attempt to tell you what this says. The reason I put it in here is that it’s good info and you can have it after the presentationSo please put away your 50x zoom cameras! Nonetheless, this was their process
- #18 Here is a summary of the Sparrow program
- #19 Are you freaking out about the low CTR? Don’t
- #20 This CTR was actually awful. Yes, we ran content network here, but if you’re used to SEM CTRs, it really wasn’t good.Oh, you’re calm when you see that? Wow, look at you digital veteran!
- #21 Ok, enough suspense. Let us show what you really matters
- #22 The key is we were measuring conversions, not clicks.We didn’t care of 100,000 people clicked on the banner. We wanted inquiries. We wanted information sign-upsAnd we wanted surgeries!
- #25 As you’re looking to allocate budget, remember three things:Do each one – from the base of the pyramid on up – well before trying to do something else. If that means you stop after paid search to begin with, so be it.You DO have the money. Perhaps you’re too nervous to take it out of something you believe that you know works. But how do you really know? Because your friends tell you they’ve seen it? Or co-workers? No heads in beds means you don’t know. It doesn’t mean it doesn’t work, but you don’t know. Perhaps you have an outdoor rep you really like. You’ll have to deal with that. Find the money – and not $5k, real money – and get going.You’ll be called on by lots of salespeople who want to sell you geo-fencing, paid twitter posts, and more – keep your discipline and follow the pyramid
- #26 How do you know you’ve hit the tipping point within a given phase and can move on?With your online profiles, you can “move on” once you’ve got your listings in good shape – it’s a matter of completionWith CRM, social content, or SEM, though, it’s a matter of spending until you see your results decline (or your facility is full.) You have the realize – your mid-size hospital in a mid-size market could possibly spend $20k/mo on digital and not even be doing display yet. If it’s working, spend more!
- #27 If I came to your facility and said, “I need a CT scan. I’m thinking $100 is where I’m comfortable.” You’d probably not take too well to that. You have a price, and it’s well above $100.Find a digital expert you can trust and have them make a budget reco to you based on the pyramid. Have them tell YOU what it will take to be successful at each stage. Then, don’t cheap out.$20k/mo? I was thinking $5k! Stop that…
- #29 To be more specific, pick a goal you can influence and measure specifically through digital. If your goal is to have 10% less open beds, that’s not fair to any one medium, since all are driving toward that general goal.
- #31 For example, if you wanted to launch improve brand preference of your facility by 10% within its main competitive set, here is how you’d set it up
- #33 If you spent $10k on display, $15k on SEM, and $3k on an email program – all driving toward the same goal – you have to add all those together to figure the ROI. You can’t just get an ROI on display, SEM, or email – for example. Well, you can, but that’s once you’re spending $200k or more per month in digital and you get into some PhD-level math stuff.