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SEARCH ENGINE MARKETING IN
HEALTHCARE
CHRIS FINCH – SALES AND MARKETING DIRECTOR
ANTHONY MARSHALL – TECHNICAL DIRECTOR




        This document is confidential and is intended only for the stated recipient(s)and access to it by any other person is unauthorised. Recipients must not disclose, copy, circulate or in any other way use ,or rely on,
        the information contained in this e-mail without the prior consent of a representative of Earthware Limited. Earthware Limited is a company registered in England and Wales under registered number 06047986.
        Its registered office is 11 Old School Walk, Arlesey, Beds. SG15 6YF. Any prices quoted within this document are exclusive of VAT and are valid for 30 days from sending unless specified otherwise.
About Us
• The Technology Studio:
   – Web, mobile, exhibition and enterprise software
     development
   – Healthcare, Travel, Commercial Property, Professional
     Services
• Chris Finch
   – 10 years Pharmaceutical Experience
      • Senior Brand Manager, Regional Business Manager, Digital
        Marketing Manager
      • Digital category Judge at 2010 Communiqué awards
• Anthony Marshall
   – 15 years web development experience
      • Travel, Commercial Property, Financial Services
                                                                   2
Websites are easy really!
1. Get as many of your target audience as possible to visit your website


         Attract
                                  Engage




                                                        Convert
          2. Get them to do what you want when they are there
Websites are easy really!
1. Get as many of your target audience as possible to visit your website
   SEO
   PPC
   Other Marketing
                                 Content




                                                        Usability
           2. Get them to do what you want when they are there
Avoid the “Digital Desert”




                             5
Agenda

•   Why is SEO important?
•   Key principals of SEO
•   Pay Per Click Advertising (PPC)
•   Under the bonnet
•   Case study
Why is SEO important?


  Whenever you need to find out some
 information at work or play, what is the
           first thing you do?
Why is SEO important?



   What is the meaning of life?
European online searching for
health Information

 85% of Europeans online      Most popular resources are
 are searching for health &    Wikipedia, followed by
      prescription drug        national news & health
        information                   channels



YouTube is 4th most popular   Google is the most popular
   way to access health       search engine for health in
       information                      Europe


                                  Sources: Manhattan Research and Google 2009/10
Health info is 3rd most popular
online activity




                                  Source: 2010 pewinternet.org
                                                             10
Internet is 1st resource for HCPs
               First resource used by Physicians to gather health information

                Online resources                                                                                                  57%


                                 Books                                                                    41%


                              Training                                                           35%


Health-related organizations                                                                  33%


      Peer-reviewed journals                                                                 32%


                          Colleagues                                                      30%


                                         0%                                  25%                                 50%                                  75%
 Q515 Please rank the resources that you rely on in order from 1 to 3.
 Base: Use Resource: Online resource (n=105); Books (n=32); Training (n=131); Health-related organizations (n=33); Peer-reviewed journals (n=129); Colleagues (n=88).

                                                                                                                                             Source: Harris Interactive
Physicians start with Search
        First online resource used by Physicians to gather health information

                                                                                            Search Engine                40%               77% Google
                                                                                     Medscape/Medline                    10%
                                                        Website for a peer-reviewed journal                              7%
                                               Website for a health-related org or assoc                                 6%
                                                                                                      Web MD             5%
                                                                                                      PubMed             4%
                                                   Website for a pharmaceutical company                                  4%
                                                                                          Other Resource                 24%




Q620 At which one online resource did you begin gathering information for your most recent health, medical, or prescription drug inquiry? Base: Use Online Resource (n=218)
Q622 You mentioned you used a search engine to begin gathering information for your most recent inquiry. Which one did you use? Base: Used Search Engine First (n=74)

                                                                                                                                                    Source: Harris Interactive
Why is SEO important?


When you use a search engine which
     results do you click on?
Agenda

•   Why is SEO important?
•   Key principals of SEO
•   Pay Per Click Advertising (PPC)
•   Under the bonnet
•   Case study
The 3 SEO Layers


          Improving Credibility

          Optimising Content

         Improving Accessibility




                                   16
The 3 SEO Layers




         Improving Accessibility




                                   17
2 different views of the world

• What we see:    • What search engines see:




                                         18
The 3 SEO Layers



          Optimising Content

         Improving Accessibility




                                   19
Targeted content creation

The content gospel according to Google:

“Google goes far beyond the number of times a
    term appears on a page and examines all
 aspects of the page's content (and the content
 of the pages linking to it) to determine if it's a
          good match for your query”.


                                                  20
Targeted content creation

In other words:
• Relevant use of key-phrases within site copy
• Relevant use of key-phrases in site structure
• Inbound links from sites with relevant content




                                               21
How do you create relevant
content?
• Know your business
  – What are you selling
  – Who are you selling it to?
• Know your targets search habits
  – Key-phrase Analysis
• Use key-phrases in copy, links, titles,
  descriptions, headers…
• Create extra “key-phrase rich” content pages
• Utilise the “long tail”…
                                                 22
The long tail
                       e.g. Cholesterol
   Volume of traffic




                         e.g. LDL Cholesterol



                                e.g. LDL Cholesterol in Diabetics

                                                       e.g. LDL Cholesterol in Diabetics with statin


                                                  Search term


                                                                                               23
The 3 SEO Layers


          Improving Credibility

          Optimising Content

         Improving Accessibility




                                   24
Win Google's respect!
           Overall Ranking Algorithm



                                                        66% Inbound Links




                                   Source: http://www.seomoz.org/article/search-ranking-factors
                                                                                            25
SEO - Health care challenges
• Recency
   – More frequently updated sites rank better
   – Long approval processes. Not suited to websites, paper job bags!
• Content challenges
   – Pharma uses industry/medical text
   – Real people use other words
   – People don’t read, they scan websites – therefore need different
     writing style
• Tagging challenges
   – Meta tags show in search results
       • No consistency on how these should be approved
• Discomfort with social media
   – Start simple and develop as comfort increases


                                                                        26
SEO Summary
• As many relevant, inbound links from quality
  sources as possible
• Recent, key-phrase rich, relevant content
   – On and off page
   – Utilise long tail
• Drive links on social sites
   – E.g. Janssen-Cilag ADHD YouTube channel, Levitra In-
     Bed videos on YouTube
• Easy on-site navigation
• Clear call to action to increase on site clicks

                                                            27
Agenda

•   Why is SEO important?
•   Key principals of SEO
•   Pay Per Click Advertising (PPC)
•   Under the bonnet
•   Case study
When to implement PPC

If you can’t compete here… …you can advertise here




                                               29
The relationship between SEO
and PPC

     Source of traffic




                         Time



                                30
It’s not just about Google…




                         Source: Alexa Global Traffic as of 21/2/20111
                                                                         31
Benefits of PPC

• Control
  – When you advertise
  – Bid price and spend
  – Keywords for which your advert appears
  – Message the user sees
  – Immediate results
• Low Risk
  – “Pay-per-click” pricing model: you pay only when
    a user clicks and NOT per impression
                                                       32
Health care challenges of PPC

• Google don’t allow PPC for prescription brand
  sites
  – Use Google for disease awareness campaigns
  – Consider alternatives e.g. Bing, Facebook
• Keyword challenges
  – Understand your audience
  – Use human not medical terminology


                                                 33
Agenda

•   Why is SEO important?
•   Key principals of SEO
•   Pay Per Click Advertising (PPC)
•   Under the bonnet
•   Case study
Under the bonnet
• Some free tools:
    – Google PageRank
    – Website Grader
•   Meta tags
•   Heading “h” tags
•   Anchor “a” links
•   Image “Alt” tags
•   Javascript/jQuery
•   Flash
Google PageRank

• Measures relative importance of site
• Extension available in Chrome:



• In Google toolbar in IE and Firefox:




                                         36
Website Grader

• Measures the effectiveness of a website’s
  marketing
• Go to www.websitegrader.com and enter the
  url of the site you want to measure




                                              37
Agenda

•   Why is SEO important?
•   Key principals of SEO
•   Pay Per Click Advertising (PPC)
•   Under the bonnet
•   Case study
Bad SEO – ?.co.uk

                    Only 1 header on
                    page and no
                    keywords in it

                    Limited copy and
                    few keywords

                    Password
                    protection means
                    Google can’t index
                    site and users won’t
                    enter

                    Google can’t go
                    through submit
                    buttons
Bad SEO – ?.co.uk


                    Content is entirely in
                    Flash – no content as
                    far as Google can see



                    Navigation is very
                    unintuitive




                                  40
Bad SEO – ?.co.uk

• How iPhones and iPads “see” Flash websites




                                               41
No meta tags




Standard code layout




No image Alt tags




                42
The result?

              • Website Grade 0
              • Only 4 pages
                indexed
              • Doesn’t appear
                in first 10 pages
                of Google results




                            43
Good SEO – Novaloca.com

• Novaloca is a small independent commercial
  property portal
• Unable to compete with big multi-national
  competitors
• Focus on natural search and usability
  – Long tail terms
  – Relevant content and linking


                                               44
Blog to maintain fresh
                                          content and drive
                                          backlinks

                                          Relevant page titles
                                          and simple navigation

                                          Key-phrase rich copy -
                                          14 mentions of
                                          “commercial
                                          property”

                                          Clear call to action
                                          ensures high click
                                          through volumes

                                          No wasted screen real
                                          estate
Key phrased links for keywords and also
easy access for Google to spider                          45
Key-phrase rich
header and meta tags

Source ordered
content


 Key-phrase rich h1
 tags



  Key-phrase rich
  image alt tags


 Secondary “h” tags

              46
The result?

              • Website grade
                of 96
              • Over 299,000
                indexed pages
              • 1st place
                ranking for
                many long tail
                terms


                                 47
Measuring success of SEO and
PPC
• Basic Stats:
   –   Visitors
   –   Time on site
   –   Page views
   –   Bounce rate
• Unique Stats:
   – E.g. downloads of information leaflet
   – Requests for rep visits
• Comparator stats
   – Alexa, Hitwise

                                             48
Summary
• Your target audience behave like every consumer
  – Start with search
• Focus on attraction (SEO) and conversion
  (usability)
• Key elements of SEO
  – High quality relevant backlinks
  – Key-phrase rich relevant content
• PPC can help in the short term
  – Utilise the long tail

                                                49
Thank You



• Web, Mobile, Exhibition and Enterprise Software
        www.thetechnologystudio.co.uk
• Contact:
  – info@thetechnologystudio.co.uk
  – +44 (0)845 6429 880

                                               50

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Healthcare SEO

  • 1. SEARCH ENGINE MARKETING IN HEALTHCARE CHRIS FINCH – SALES AND MARKETING DIRECTOR ANTHONY MARSHALL – TECHNICAL DIRECTOR This document is confidential and is intended only for the stated recipient(s)and access to it by any other person is unauthorised. Recipients must not disclose, copy, circulate or in any other way use ,or rely on, the information contained in this e-mail without the prior consent of a representative of Earthware Limited. Earthware Limited is a company registered in England and Wales under registered number 06047986. Its registered office is 11 Old School Walk, Arlesey, Beds. SG15 6YF. Any prices quoted within this document are exclusive of VAT and are valid for 30 days from sending unless specified otherwise.
  • 2. About Us • The Technology Studio: – Web, mobile, exhibition and enterprise software development – Healthcare, Travel, Commercial Property, Professional Services • Chris Finch – 10 years Pharmaceutical Experience • Senior Brand Manager, Regional Business Manager, Digital Marketing Manager • Digital category Judge at 2010 Communiqué awards • Anthony Marshall – 15 years web development experience • Travel, Commercial Property, Financial Services 2
  • 3. Websites are easy really! 1. Get as many of your target audience as possible to visit your website Attract Engage Convert 2. Get them to do what you want when they are there
  • 4. Websites are easy really! 1. Get as many of your target audience as possible to visit your website SEO PPC Other Marketing Content Usability 2. Get them to do what you want when they are there
  • 5. Avoid the “Digital Desert” 5
  • 6. Agenda • Why is SEO important? • Key principals of SEO • Pay Per Click Advertising (PPC) • Under the bonnet • Case study
  • 7. Why is SEO important? Whenever you need to find out some information at work or play, what is the first thing you do?
  • 8. Why is SEO important? What is the meaning of life?
  • 9. European online searching for health Information 85% of Europeans online Most popular resources are are searching for health & Wikipedia, followed by prescription drug national news & health information channels YouTube is 4th most popular Google is the most popular way to access health search engine for health in information Europe Sources: Manhattan Research and Google 2009/10
  • 10. Health info is 3rd most popular online activity Source: 2010 pewinternet.org 10
  • 11. Internet is 1st resource for HCPs First resource used by Physicians to gather health information Online resources 57% Books 41% Training 35% Health-related organizations 33% Peer-reviewed journals 32% Colleagues 30% 0% 25% 50% 75% Q515 Please rank the resources that you rely on in order from 1 to 3. Base: Use Resource: Online resource (n=105); Books (n=32); Training (n=131); Health-related organizations (n=33); Peer-reviewed journals (n=129); Colleagues (n=88). Source: Harris Interactive
  • 12. Physicians start with Search First online resource used by Physicians to gather health information Search Engine 40% 77% Google Medscape/Medline 10% Website for a peer-reviewed journal 7% Website for a health-related org or assoc 6% Web MD 5% PubMed 4% Website for a pharmaceutical company 4% Other Resource 24% Q620 At which one online resource did you begin gathering information for your most recent health, medical, or prescription drug inquiry? Base: Use Online Resource (n=218) Q622 You mentioned you used a search engine to begin gathering information for your most recent inquiry. Which one did you use? Base: Used Search Engine First (n=74) Source: Harris Interactive
  • 13. Why is SEO important? When you use a search engine which results do you click on?
  • 14.
  • 15. Agenda • Why is SEO important? • Key principals of SEO • Pay Per Click Advertising (PPC) • Under the bonnet • Case study
  • 16. The 3 SEO Layers Improving Credibility Optimising Content Improving Accessibility 16
  • 17. The 3 SEO Layers Improving Accessibility 17
  • 18. 2 different views of the world • What we see: • What search engines see: 18
  • 19. The 3 SEO Layers Optimising Content Improving Accessibility 19
  • 20. Targeted content creation The content gospel according to Google: “Google goes far beyond the number of times a term appears on a page and examines all aspects of the page's content (and the content of the pages linking to it) to determine if it's a good match for your query”. 20
  • 21. Targeted content creation In other words: • Relevant use of key-phrases within site copy • Relevant use of key-phrases in site structure • Inbound links from sites with relevant content 21
  • 22. How do you create relevant content? • Know your business – What are you selling – Who are you selling it to? • Know your targets search habits – Key-phrase Analysis • Use key-phrases in copy, links, titles, descriptions, headers… • Create extra “key-phrase rich” content pages • Utilise the “long tail”… 22
  • 23. The long tail e.g. Cholesterol Volume of traffic e.g. LDL Cholesterol e.g. LDL Cholesterol in Diabetics e.g. LDL Cholesterol in Diabetics with statin Search term 23
  • 24. The 3 SEO Layers Improving Credibility Optimising Content Improving Accessibility 24
  • 25. Win Google's respect! Overall Ranking Algorithm 66% Inbound Links Source: http://www.seomoz.org/article/search-ranking-factors 25
  • 26. SEO - Health care challenges • Recency – More frequently updated sites rank better – Long approval processes. Not suited to websites, paper job bags! • Content challenges – Pharma uses industry/medical text – Real people use other words – People don’t read, they scan websites – therefore need different writing style • Tagging challenges – Meta tags show in search results • No consistency on how these should be approved • Discomfort with social media – Start simple and develop as comfort increases 26
  • 27. SEO Summary • As many relevant, inbound links from quality sources as possible • Recent, key-phrase rich, relevant content – On and off page – Utilise long tail • Drive links on social sites – E.g. Janssen-Cilag ADHD YouTube channel, Levitra In- Bed videos on YouTube • Easy on-site navigation • Clear call to action to increase on site clicks 27
  • 28. Agenda • Why is SEO important? • Key principals of SEO • Pay Per Click Advertising (PPC) • Under the bonnet • Case study
  • 29. When to implement PPC If you can’t compete here… …you can advertise here 29
  • 30. The relationship between SEO and PPC Source of traffic Time 30
  • 31. It’s not just about Google… Source: Alexa Global Traffic as of 21/2/20111 31
  • 32. Benefits of PPC • Control – When you advertise – Bid price and spend – Keywords for which your advert appears – Message the user sees – Immediate results • Low Risk – “Pay-per-click” pricing model: you pay only when a user clicks and NOT per impression 32
  • 33. Health care challenges of PPC • Google don’t allow PPC for prescription brand sites – Use Google for disease awareness campaigns – Consider alternatives e.g. Bing, Facebook • Keyword challenges – Understand your audience – Use human not medical terminology 33
  • 34. Agenda • Why is SEO important? • Key principals of SEO • Pay Per Click Advertising (PPC) • Under the bonnet • Case study
  • 35. Under the bonnet • Some free tools: – Google PageRank – Website Grader • Meta tags • Heading “h” tags • Anchor “a” links • Image “Alt” tags • Javascript/jQuery • Flash
  • 36. Google PageRank • Measures relative importance of site • Extension available in Chrome: • In Google toolbar in IE and Firefox: 36
  • 37. Website Grader • Measures the effectiveness of a website’s marketing • Go to www.websitegrader.com and enter the url of the site you want to measure 37
  • 38. Agenda • Why is SEO important? • Key principals of SEO • Pay Per Click Advertising (PPC) • Under the bonnet • Case study
  • 39. Bad SEO – ?.co.uk Only 1 header on page and no keywords in it Limited copy and few keywords Password protection means Google can’t index site and users won’t enter Google can’t go through submit buttons
  • 40. Bad SEO – ?.co.uk Content is entirely in Flash – no content as far as Google can see Navigation is very unintuitive 40
  • 41. Bad SEO – ?.co.uk • How iPhones and iPads “see” Flash websites 41
  • 42. No meta tags Standard code layout No image Alt tags 42
  • 43. The result? • Website Grade 0 • Only 4 pages indexed • Doesn’t appear in first 10 pages of Google results 43
  • 44. Good SEO – Novaloca.com • Novaloca is a small independent commercial property portal • Unable to compete with big multi-national competitors • Focus on natural search and usability – Long tail terms – Relevant content and linking 44
  • 45. Blog to maintain fresh content and drive backlinks Relevant page titles and simple navigation Key-phrase rich copy - 14 mentions of “commercial property” Clear call to action ensures high click through volumes No wasted screen real estate Key phrased links for keywords and also easy access for Google to spider 45
  • 46. Key-phrase rich header and meta tags Source ordered content Key-phrase rich h1 tags Key-phrase rich image alt tags Secondary “h” tags 46
  • 47. The result? • Website grade of 96 • Over 299,000 indexed pages • 1st place ranking for many long tail terms 47
  • 48. Measuring success of SEO and PPC • Basic Stats: – Visitors – Time on site – Page views – Bounce rate • Unique Stats: – E.g. downloads of information leaflet – Requests for rep visits • Comparator stats – Alexa, Hitwise 48
  • 49. Summary • Your target audience behave like every consumer – Start with search • Focus on attraction (SEO) and conversion (usability) • Key elements of SEO – High quality relevant backlinks – Key-phrase rich relevant content • PPC can help in the short term – Utilise the long tail 49
  • 50. Thank You • Web, Mobile, Exhibition and Enterprise Software www.thetechnologystudio.co.uk • Contact: – info@thetechnologystudio.co.uk – +44 (0)845 6429 880 50