The document discusses best practices for digital marketing and website design for healthcare organizations. It provides statistics on how patients currently research and interact with healthcare providers online. It then offers recommendations in short "to-do" lists for designing websites that are mobile-friendly, search engine optimized, integrated with social media, and can accommodate distracted users. The document is from a digital marketing agency promoting their webinar series on digital strategies for healthcare professionals.

1. Thomas Harpointner
Founder & CEO, AIS Media, Inc.
Presented by
WEBINAR

2. Featured Clients

3. Founded 1997
Award-winning digital agency
Clients - growing companies, leading brands, Fortune 500
Key industries - Healthcare, Financial, Technology
QUICK FACTS
Atlanta, GA Dallas, TX

4. DESIGN
PR
CONTENT
SEARCH
SOCIAL
EMAIL
CRM & MA
ANALYTICS

5. SOCIAL
CRM & MA
ANALYTICS
EMAIL SEARCH
PR
CONTENT
DESIGN

6. THE NEW
RULES
Website Design

7. “Many U.S. Hospitals Lack
Patient-Centered Websites”
The Digital Health of Today’s Best Hospitals
Overall, the report found that:
• 67% of the hospitals did not offer online
rehabilitation and aftercare information
• Nearly 50% of hospitals did not support post-
prescription refill requests
• 49% of hospitals did not have a mobile website
• 33% did not allow online bill pay
• 20% allowed patients to pre-register online
• 18% had website errors that affected the patient
experience
According to the report, the top 10 patient-
centric hospital websites belong to:
• Mayo Clinic
• Cleveland Clinic
• University of Texas MD Anderson Cancer Center
• Massachusetts General Hospital
• University of Pittsburgh Medical Center
• Duke Medicine
• Thomas Jefferson University Hospital in
Philadelphia
• Massachusetts Eye and Ear Infirmary
• Mount Sinai Medical Center
• Florida Hospital

8. 62%
38%
42%
48%
42%
32%
38%
62%
58%
52%
58%
68%
Social
Organic Search
Paid Search
Email
Display
Direct
Channel Roles in the Customer Journey
(Assist vs. Conversion)
Industry: Health
Awareness Consideration ConversionIntent

9. 77% of patients research health
information online.

10. Consumers today engage via a
multitude of online channels…

11. And with a variety of devices.

14. Design for
Mobile First

15. 52% of smartphone owners have
used their phone to look up health
or medical information.

16. lack a mobile-
friendly website.
49% of
hospitals

17. 60% of mobile us
expect sites to lo
in 3 seconds or le
Comp

18. Mobile users have
half the bandwidth
and are twice as
impatient.

19. Responsive Design Propels
Website Performance

20. Responsive Web Design

21.  To-Do
Transform your website to
deliver a multi-screen
friendly experience with
content relevant to user
intent.

22. Design for mobile first

23. Design A Story

32. Design to Get
Found

33. 77% of patients
used search
prior to booking
an appointment.

34. “A great time to hire an SEO is when
you're considering a site redesign, or
planning to launch a new site. That way,
you and your SEO can ensure that your
site is designed to be search engine-
friendly from the bottom up."

35.  To-Do:
Design your website and content
strategy around user search behavior.

36. Design to Get
Shared

37. 60% of people who use social
media trust posts by their doctors.
55% trust hospital posts.
Source: Master of Health Administration

38. 41% of people said social
media would affect their choice
of a specific doctor, hospital, or
medical facility.
Demi & Cooper Advertising and DC Interactive Group

39.  To-Do:
Deepen social media integration
into your website to increase
brand recognition, promote
sharing and to build trust.

40. Mayo Clinic’s
podcast listeners
jumped to 76,000 in
one month after the
clinic started using
social media.

41. Design for the
Distracted

42. Rise of the multi-device, multi-tasking user.

46. Awareness Consideration Decision
CommitmentLevel
Videos
Trend Reports
Live Events
Demo Videos
Interactive
Videos
Calculators
eBooks &
Guides
eNewsletters
Testimonials
Analyst Reports
Case Studies
Whitepapers
Ratings &
Reviews
Feature
Guides
Infographics
Articles
Webinars
Quizzes &
Widgets
Accelerating the Customer Journey
Delivering the right content through the right channel at the right time – in the right format.
Copyright AIS Media, Inc. 2013
Possible Solution
Interest
Researching Options
Evaluating Products
Narrowing Field
Social Vetting
Negotiation
Decision

47.  To-Do:
Use stunning visuals.

48. Watch All Of Our Webinars
In This Series
 Smarter SEO (organic and paid)
 Must-open E-mails
 Compelling Content
 High-impact, Responsive Website Design
 Accountable Strategies for Higher ROI
 And much more…
AIS Media, Inc.
3340 Peachtree Rd, Suite 750
Atlanta, GA 30326
(404) 751-1043
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