Presentation from The 2016 Healthcare IT & PR Marketing Conference in Atlanta. In this presentation, Peter will discuss why there has recently been a shift in which healthcare brands have started putting a higher value and need on digital marketing. This has not always been the case but is shifting to become a key priority for healthcare brand execs, and digital marketers should look to healthcare brands as vital sources of work, revenue, and purpose. An article that further discusses this point can be found here at Ad Age.Peter will touch on: Why is this shift taking place now?How is this shift benefitting digital marketers?Why do healthcare brands need to jump at the opportunity to take advantage of digital marketing now, and how can they begin to implement solid strategies for their brands? Where do they find the resources to do this?What can healthcare marketing professionals do to ensure they are creating a solid strategy for their healthcare brand?What does a solid digital marketing strategy look like for a healthcare brand? How does it differ from other industry brand’s strategies?Why should digital marketing professionals and CMOs embrace this shift and how can it improve the digital marketing space as a whole? What opportunities will this bring digital marketing professionals?

1. Why Healthcare Brands
Need Digital Strategies
Now More Than Ever
HITMC - Healthcare IT Marketing & PR Conference
7 April 2016

2. We Always Start With Why
> Why
– Doctors and patients rely heavily on the internet for both their daily lives and
healthcare needs. We believe this poses a significant opportunity/liability for
healthcare marketing professionals.
> How
– We will review some research to establish the importance of digital in the
healthcare realm. In addition, we will discuss some innovative examples of
techniques you can use to improve your marketing efforts.
> What
– Everyone should walk away with a better understanding of the role that digital
marketing should play in your marketing efforts and proven ideas on how to
build a strong digital marketing strategy.
House of Kaizen 2

3. How’s My Driving?
Peter Figueredo
Partner at House of Kaizen
212-981-2700 x200
www.LinkedIn.com/in/peterfigueredo
@figueredo
3House of Kaizen

4. Patient Research
Proving the significant impact that digital has on patients

5. Patient Research - Google
5
> Goal:
– Understand how digital drives hospital research and
appointments
> Methodology:
– Tracked hospital researchers online activity for a
year
– Surveyed 533 hospital researchers
https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html

6. 6https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html

7. 7https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html

8. 8https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html

9. 9https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html

10. 10https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html

11. 11https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html

12. 12https://www.thinkwithgoogle.com/research-studies/the-digital-journey-to-wellness-hospital-selection.html

13. Physician Research
Proving the significant impact that digital has on physicians

14. Physician Research - Google
> Goal:
– Assess the digital adoption of physicians
> Methodology
– Surveyed 506 US physicians
– Supplemental qualitative interviews
14https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html

15. 15https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html

16. 16https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html

17. 17https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html

18. 18https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html

19. 19https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html

20. 20https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html

21. 21https://www.thinkwithgoogle.com/research-studies/the-doctors-digital-path-to-treatment.html

22. Research Summary
What did we learn?

23. Patient And Doctors Both
Depend On Online Information
23
1. Online research is very important
2. Online Search is very important
3. Mobile is growing quickly in importance
4. Online Video is growing quickly in
importance
House of Kaizen

24. Opportunity or Liability
You Decide

25. Take Steps To Leverage This
Digital Opportunity
1. Properly set-up KPIs in
web analytics
2. Develop a well balanced
digital media funnel
3. Build a strong paid +
organic presence in Google
for brand and generic
4. Take advantage of online
targeting
25
4. Ensure that you have a
mobile optimized site
6. Grow your online video
presence and advertise in
youtube
7. Continuously test and
optimize your website
House of Kaizen

26. Properly Measure The Right
KPIs For Your Business
> Website analytics are key
> Limit web analytics access to a skilled
professional
> Ensure your analytics are setup properly
> Choose the correct KPIs based on
business needs and reasonable goals
26House of Kaizen

27. Healthy Digital Media Budget
Weighted Heavy To Awareness
27
ToFu
MoFu
BoFu
60% - 70%
20% - 25%
10% - 15%
House of Kaizen

28. 28
Focus On Paid And SEO For
Brand & Key Generic Terms

29. Take Advantage Of Online
Targeting Capabilities
29
> Geographic targeting
> Interest based targeting
> Re-targeting
> Lookalike targeting
> Social data targeting
> DMP & CRM
House of Kaizen

30. Always Ensure You Have A
Mobile Optimized Site
30House of Kaizen

31. Grow Your Online Video
Presence
31

32. Constantly Test And Optimize
Your Website
32
2 required fields were moved later in the registration
process and sign-ups Increased 23% with this version
House of Kaizen

33. Take Steps To Leverage This
Digital Opportunity
1. Properly set-up KPIs in
web analytics
2. Develop a well balanced
digital media funnel
3. Build a strong paid +
organic presence in Google
for brand and generic
4. Take advantage of online
targeting
33
4. Ensure that you have a
mobile optimized site
6. Grow your online video
presence and advertise in
youtube
7. Continuously test and
optimize your website
House of Kaizen

34. Thank You
Which way to the drinks?

35. How’s My Driving?
Peter Figueredo
Partner at House of Kaizen
212-981-2700 x200
www.LinkedIn.com/in/peterfigueredo
@figueredo
35House of Kaizen