Online marketing strategy to reach Boomers, Seniors and Healthcare Executives through social media, Paid search, SEO and e-mail marketing.

1. Current Trends in Online
Healthcare Marketing

2. FSC Interactive
• Online and Interactive Marketing
Agency
• Specialize in Social Media Strategy,
Paid Search Campaigns and SEO
• 7 years experience working with
local businesses

3. Tiffany Starnes
• Vice President of FSC Interactive
• PR professional turned online
strategist
• NOLA native with tours on both
coasts

4. The State of Online Healthcare

5. “The primary reason hospital
administrators conduct online
research is to limit the number of
vendors... We cannot deal with all
50 of them, and try to pick the top
three or four.”
As hospital administrators begin to
narrow their list of possible vendors
82%
Look at online product reviews and
comparisons.
Google & CEB’s Marketing Leadership Council, B2B Digital Evolution, February 2013
Your client is online

7. Your end customer is online

8. How can you reach them?
 Search: Paid & Organic
 Social Media
 Mobile
 E-mail

9. Paid Search
 AdWords
 Bid for
keywords.
 Target
geographically.
 Only pay for
clicks.
 Track &
Optimize.

10. 73%
of Boomers have
clicked on a sponsored
link
Paid Search

11. Organic Search
 Links
 Check your listings
on Yahoo, Bing and
Google. Claim
them and make
sure they are 100%
complete.
 Seek additional
directory listings.
 Encourage
reviews!

12. Organic Search
 Content is king!
 Create unique
relevant content
regularly.
 Consider a blog.
 Use keywords in your
copy to increase your
chance of ranking for
that term.
 Pay attention to your
website structure and
headings

13. 54%
Of boomers/seniors watch
online video
Social Media
After watching a video,
79%
Of hospital administrators continue on to the
manufacturer’s website for more information,
63%
talk to others about the information.http://www.thinkwithgoogle.com/articles/how-hospital-administrators-
research-online.html

14. Social Media
 Video
 Demonstrate
product.
 Provide Client
testimonials.
 Answer frequently
asked questions.
 Tag videos with
relevant keywords.
 Keep it short.
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Social Networking Users Q11: Which of the following
social networking sites (like Facebook, Google+, MySpace, etc) do you use or are you currently a member of?

15. Social Media
http://www.symplur.com/healthcare-hashtags/

16. Social Media
 Twitter
 Search for Lists
of healthcare
influencers.
 Participate in
Twitter chats.
 Follow relevant
hashtags.
 Be present.

17. Social Media
 Facebook
 Create a robust
Facebook presence
with branded cover
photo and logo.
 Post regularly.
 Tag relevant
companies,
organizations or
partners.
 Highlight the
personal side of
your business. Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Social Networking Users Q11: Which of the following
social networking sites (like Facebook, Google+, MySpace, etc) do you use or are you currently a member of?

18. Think Mobile
 Mobile
 Develop a
responsive website.
 Consider the
customer journey
and where to best
reach your
audience.
 Use Google
Analytics to track
where web traffic is
coming from.

19. E-mail

20. Be there. Be informed.

21. Questions?
Tiffany Starnes
Vice President
tiffany@fscinteractive.com
www. fscinteractive.com