Healthcare in Crisis - HCIC Milestone Webinar

Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG

HEALTHCARE SEO:
A HEALTHCARE MARKETER’S ROADMAP
FOR CHALLENGING TIMES AND BEYOND

TODAY’SSPEAKERS
3
Erik Newton
VP of Marketing
Milestone
Sathya Krishnamurthy
CTO
Milestone
Laura Clemons
Director of Operations
Greystone
Adam Paddock
Digital Marketing Manager
Westlake Dermatology

Confidentialwww.milestoneinternet.com | 1-408-200-2211
ABOUTMILESTONE
CMS Local
Reviews AnalyticsInsights
Schema Voice
Search
DRI VE REVE N U E AND TRA F FI C FRO M DI GI TAL
Design Content SEO
Paid
Marketing
Social content
marketing
Analytics &
consulting
Hospitality | Restaurants | Retail | Finance | Automotive | Healthcare | Technology
O M N I C H A N N E L P L AT F O R M S E R V I C E S

CRGWEBINARSERIES FROMMILESTONE
CRG Framework
Thurs, Apr 2
SEO After Covid19
Wed, Apr 8
Healthcare SEO
Wed, Apr 22
Intro to
Crisis-Recovery-Growth
framework
CRG Content and B2B
Wed, Apr 29
SEO After Covid19: FAQs,
Schemas, AMP
Healthcare SEO
During a Crisis and Beyond
Content and B2B in
Crisis-Recovery-Growth
Phases

• C-R-G: 3 phases
• Healthcare marketing data
• Local tactics
• GMB step-by-step
• Key steps & tactics
• Takeaways
TODAY'SAGENDA
@MILESTONEMKTG
6

COVID-19HEALTHCARECRISIS-RECOVERY-GROWTHSTRATEGY
Key channels: Website, SEO, Local, Content
1. Maintain website and increase your digital relevance
2. Add COVID-response content – FAQs, your policies, banners
3. Ensure local listings & maps are updated, new entry points, procedures
4. Start developing new content for COVID diagnosis, treatment, care
Key channels: Paid Media, Website, SEO
1. Harvest content marketing efforts from last 2 phases
2. As shelter-at-home ends prepare for return of all services
3. Aggressively scale paid media presence
4. Leverage prospecting and lookalike modeling
5. Prepare for new shelter-in-place directives
Key channels: Website, Paid Media, SEO, Email
1. Generate interest with unique offers
2. Reopen to more patient service types
3. As shelter-in-place lessens, relaunch of paid media
4. Invest in SEO prioritizing schemas, voice, and technical health
5. Optimize mobile with AMP and superior navigation
6. Amplify omnichannel efforts with email
7

KEYFACTS
Communicating with patients during crisis and beyond

CAPTURINGPATIENTINTENTTHROUGHOUTTHEIRJOURNEY
Awareness
•Research on
symptoms
•Websites of
trusted sources
•Relatives
•Friends
Consideration
Identify hospital
and physician
Check reviews
Call for
appointment
Self-medication is
an option
Engagement
Visit hospital
Follow-up lab
tests, diagnosis
Look for further
information
Internal referral for
further treatment
Recovery
Determine best
treatment
Emotional support
Get treatment
Follow-up therapy
as needed
Pre-Diagnosis Diagnosis
Treatment and Post-
Normalization

SEARCHROUTESMOSTPOTENTIALPATIENTS
According to Think with Google’s The Digital Journey to Wellness: Hospital Selection:
• 77% of patients use search engines prior to booking appointments
• 94% of respondents said reputation of facility is important to selection
REPUTATIONIMPORTANT

PATIENTSWHOBOOKEDAPPOINTMENTS, DIGITAL
CONTENTANDPRESENCE ISKEYTODECISION-MAKING
Source:Think with Google

DRIVINGCALLSDRIVESGROWTH,LOCALSEO DRIVESCALLS
88% of healthcare appointments are scheduled by phone

SITEANDGOOGLEMYBUSINESSDRIVELOCAL

• 54% of sites sampled from today’s registrants have no schema
• Only 18% of sample uses more than 8 schema types out of 818
• 60% of sites in sample using schema show errors
• Sites with schema avg 2.4X more pages indexed in Google
• Average mobile page speed score is 39, range from 8 to 96
• 96% of sample are not using AMP
@MILESTONEMKTG
BENCHMARKDATAOFREGISTRANTDOMAINS

WHAT TO DO IN CRISIS
CRG examples and list of critical must-have items

HOSPITALSRESPONDTOINITIALCRISISIMPACTS
16
Lab testing moved to curbside as hospitals
stop doing elective surgeries
More focus on telemedicine rather than office visits
Sources: NBC Bay Area, Washington Post, Vox.com

STAGESANDSOLUTIONSINTHISCRISIS
Crisis Recovery Growth
Business Goals
Patient engagement and
awareness
Patient nourishment mode Patient growth mode
Marketing Goals Focus on awareness Focus on targeting and consideration
Focus on improving appointment
scheduling
Website
Refine schemas, update
messaging
Return to normal patient
engagement model
Personalized messaging and
content enhancement
Email
Messaging on Covid-19 and
business continuity
Specific targeting and more
informational content
Business as usual, and back to
regular marketing
Local
Enhance all the attributes across
all channels including Google,
Apple, Bing, Yelp
Leverage Posts, CTAs
Refine your hours, include offers
Back to normal with hours of
operations, Google posts, CTAs and
update description
Social
Communicate with your
patients on social media
channels
Social posts targeting growing
your patient base with specific
engagement opportunities
Social posts: fresh content and
new initiatives
Paid
Awareness messaging
on social media channels
Hyper-local targeting on Google
and social media
National and targeted
advertising on Google
and social media

LOCALLISTINGSANDKNOWLEDGEPANELSHAVEHIGHVISIBILITY
If you do not control your local listing or
knowledge panel, Google may crowdsource
information from users
18

• Patients are spending
time online
• Reduction in request
directions
• Significant growth in
call you and website
visits
@MILESTONEMKTG
PATIENTBEHAVIORISCHANGINGINCRISISPHASE

UPDATEDESCRIPTION:PRODUCT,SERVICES&BUSINESSSTATUS
20

CRITICALTOHAVEACCURATEINFORMATIONACROSS
ALLCHANNELS
Local Search
Engine
& Hyper Local
Listings
Data
Aggregators
Internet Yellow
Pages
Social ChannelsMaps
APPS & LISTINGS
Source Search Engines Apps & listings End-points
Healthcare

CREATELOCALPOSTSWITHBUSINESSUPDATES,SOCIALMESSAGING
22

CRISIS: LANDINGPAGEWITHINFORMATION

• Refine your schema
use SpecialAnnouncement schema
@MILESTONEMKTG
CRISIS: OPTIMIZINGYOURHEALTHCAREWEBSITEFORSEO

• Add several questions and answers on
your site, and wrap them up in schema
• We are seeing strong growth in organic
impressions and SERP
@MILESTONEMKTG
FAQ+SCHEMASECURINGSTRONGVISIBILITYWESTLAKEDERMATOLOGY

CRISIS: EMAILMARKETING
• Keep messages short and crisp
• Show compassion and understand your patients
• Less about buying and more about caring
• Show positive messaging in your emails
• If you’re business is operating in new normal,
communicate the message
* hubspot: https://blog.hubspot.com/marketing/covid-19-benchmark-data

@MILESTONEMKTG
CRISIS: ENGAGINGYOURPATIENTSINSOCIALCHANNELS
Facebook Blog Post
Drive engagement offering support, providing informational content, and highlight options

1. Update business listings: Hours, description, Google
posts (+ Apple, Yelp, Bing, verticals)
2. Engage with your patients: Covid-19 banner,
telemedicine, FAQs, email communication
3. Adapt to new behavior online, mobile, and no-touch
4. Leverage Covid-19 schemas special announcement
schema to
5. Get ready for end of shelter-at-home service lines,
site, staffing, office, testing, temperature checks
6. Plan to scale up marketing through phase out of
shelter-at-home to return to unrestricted movement
7. Plan for additional movement restriction guidelines
to phase back in
@MILESTONEMKTG
TAKEAWAYS AND THINGS TO DO IN
CRISIS, RECOVERY & GROWTH PHASES
28

TOHELPASMANYOFYOUASWECAN,WEWANTTOOFFERTHE
FIRST30REGISTRANTSAFREEAUDIT…
@MILESTONEMKTG
• Schema assessment
• Mobile and AMP review
https://go.milestoneinternet.com/audit
* Not available to agencies, consultants, or individuals

GET IN TOUCH WITH US FORA
FREEAUDIT
https://go.milestoneinternet.com/audit
+1 (408) 200-2211
sales@milestoneinternet.com

Healthcare in Crisis - HCIC Milestone Webinar

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Healthcare in Crisis - HCIC Milestone Webinar

Similar to Healthcare in Crisis - HCIC Milestone Webinar (20)

More from Milestone Inc

More from Milestone Inc (20)

Recently uploaded

Recently uploaded (20)

Healthcare in Crisis - HCIC Milestone Webinar