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  1. 1. “ GOING LOCAL” “ Being found” locally online impacts your business and ROI
  2. 2. Claim it! (IT ’S ELEMENTARY BUT WE HAVE TO SAY IT!) <ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>BING </li></ul>
  3. 3. “ HEY – WHERE ARE WE?” <ul><li>Doctors were one of our impetuses for “claiming”. </li></ul>
  4. 4. List it! <ul><li>Maximize your free online listings: </li></ul>CONTENT, PICTURES, VIDEO, LINKS
  5. 5. Optimizing “Claims”
  6. 6. Brief review of “free” rules <ul><li>Multiple listing names? Sometimes… </li></ul><ul><li>Address games </li></ul><ul><li>Hijacking – not a good idea </li></ul>
  7. 7. A Landing Page? Who ’s gonna use it? What is he talking about? Why would we need it? When would we use it? How does this thing work?
  8. 8. Optimize “Landing” Pages <ul><li>Proposition </li></ul><ul><li>Offer </li></ul><ul><li>Description </li></ul><ul><li>Photos/Video </li></ul><ul><li>Call to action </li></ul><ul><li>Links </li></ul>
  9. 9. Special note about video
  10. 10. Special note about video
  11. 11. Use the online PR Realm <ul><li>PR Log (Free) </li></ul><ul><li>I-Newswire (Paid) </li></ul><ul><li>PrWeb (Paid) </li></ul><ul><li>PRNewswire (Paid) </li></ul>
  12. 12. Some Results from PRNewswire
  13. 13. Tracking ROI Bariatrics/Primary Care <ul><li>Utilization Methods </li></ul><ul><li>Campaign Costs </li></ul><ul><li>Daily Tracking of Pay-Per- Click </li></ul><ul><li>Review of incoming call valuation </li></ul><ul><li>Shared clinical reports </li></ul>
  14. 14. ROI Findings “Going Local” <ul><li>More targeted audience </li></ul><ul><li>More educated audience </li></ul><ul><li>More qualified audience </li></ul><ul><li>More “faster?” audience </li></ul><ul><li>Works for all our lines </li></ul>
  15. 15. Our Team Approach <ul><li>Team structure (Small but sweet!) </li></ul><ul><li>Costs </li></ul><ul><li>Upper level buy-in </li></ul><ul><li>Ongoing maintenance </li></ul>
  16. 16. How we changed <ul><li>Marketing plans </li></ul><ul><li>Physician buy-in </li></ul>
  17. 17. Case Study Mercy Health System Crystal Lake Certificate of Need Campaign
  18. 18. Crystal Lake IL CON Challenge Underdog in Marketplace Competition - Larger Health System - 2 Established Hospitals in the area - Larger work force
  19. 19. Oh and one more challenge… - Obtaining Buy-In from Executive Council
  20. 20. Media Strategy Mix 75% Social Media (Facebook/Twitter/Blogs/Google/Yahoo) 25% Traditional Marketing (Newspaper/Radio/Direct Mail)
  21. 21. Planning <ul><li>Pre-Plan Social Media Updates </li></ul><ul><li>Develop Facebook Ads </li></ul><ul><li>Develop Google Keyword Targeting </li></ul><ul><li>Develop Behavioral Display Ads </li></ul><ul><li>Develop Website and Landing Pages </li></ul>
  22. 22. Pre-write status updates
  23. 23. Found and Empowered Mercy Ambassadors
  24. 24. Create Ways to Contact - Be Social
  25. 25. Facebook Ads
  26. 26. Internet Search Engine Ads Pay Per Click Regionally Targeted Google, Bing, Yahoo etc .
  27. 27. Display ads
  28. 28. Remarketing
  29. 29. Word of Keyboard Spreads
  30. 30. Mercy Campaign Webstats
  31. 31. Some Mercy CON Website Stats <ul><li>Over 4000 petition signatures and letters of support </li></ul><ul><li>Video server received 1233 views during campaign </li></ul><ul><li>Press releases drew over 3300 views </li></ul>