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Digital Marketing for
Community Hospitals: How to Connect With Younger Patients
Things You Will Learn…
How traditional media usage is fading (in smaller
communities)
Online media use by generation
What channels are important to the younger
generations?
How can you connect with them?
Fundamentals of online advertising
Part 1: The Landscape“Why use digital media?”
Media Use by Generation
Baby Boomers
Born: 1946 – 1954
Coming of age: 1963 – 1972
Current population: 33 million
Primary sources of information
Newspaper
Television
Magazines
Media Use by Generation
Generation Jones (Baby Boomers II)
Born: 1955 - 1965
Coming of age: 1973 - 1983
Current population: 49 million
Primary sources of information:
Television
Newspaper
Magazines
Has adopted the internet as
“one of many sources”
Media Use by Generation
Generation X
Born: 1966 – 1976 (1961 – 1981)
Coming of age: 1988 - 1994
Current population: 41 million
Best educated of most generations
29% have bachelors or higher
Came of age with cable TV
Saw the “rise of the internet”
Primary source of information
Television
Internet
Newspaper
Media Use by Generation
Generation Y (Millennials)
Born: 1977 - 1994
Coming of age: 1998 - 2006
Current population: 71 million
Highly segmented due to rapid expansion of
cable TV, satellite radio, internet
Less brand loyal than previous generations
More flexible in attitude due to speed of internet
Primary source of information
Social Media
Internet
Television
Media Use by Generation
Generation Z
Born: 2013 - 2020
Will never
have known a world without smartphones
or mobile internet
use a Yellow Pages directory
purchase tangible copies of media
Internet will be seen as “source of everything”
Able to acquire anything almost instantaneously
Brand loyalty will shift continually
Primary source of information
UNKNOWN
Future Generations
Will Always Be Connected
Changing Media Landscape
Demographics Differ by Location
Traditional Media is Declining
54,000 newspaper editor jobs in US in 2002
38,000 in 2012 (American Society of News Editors, 2013)
Between 2007 and 2010, 13,500 newspaper
journalists lost their jobs (American Society of News Editors, 2013)
Newspapers make $40 billion less in ad revenue
today than in 2000 (AdWeek, 2014)
The number of magazine jobs has decreased by 26%
in the past decade (Ad Age Data Bank, 2014)
Revenue:
Newspaper vs. Google
Television is Not Immune
The Balance is Shifting Digitally
Digital Media is Expanding
In 2012, BuzzFeed employed 6 editorial employees
In 2014, it had 170
In 2011, Bleacher Report employed NO paid writers
In 2014, it had 50
Business Insider announced the expansion of its staff
by 33%
Source: The Growth in Digital Reporting, PEW Research, March 2014
Mobile is the Game-Changer
Source: US Digital Future in Focus, comScore March 2014
Part 2: Digital Media Channels“What digital channels should I use?”
The Buying Funnel Has Changed
Benefits of Search Engine Marketing
11.944 BILLION searches are conducted per
month on Google (SearchEngineLand.com, March 2014)
1.17 BILLION unique searchers visit Google
each month (SearchEngineLand.com, 2013)
Target specific regions or interests
Reach potential patients when they are looking
for information
Benefits of Search Engine Marketing
Search Engine Marketing
Diverse Types of Results
Different Ads for Different Searches
Search: Display:
Google Dashboard
Setup AdWords account (requires Google user account from company - one-time)
Setup funding source and billing options
Determine campaign type
Search
Display
Remarketing
Determine targeting
Geographic
Site placements
Scheduling
Setting up a Google Campaign
Setting up a Google Campaign
Campaign setup
Determine ad groups needed
Landing page review
Research and select your keywords, topics, interests, negative keywords, and
negative placements
Bid rate determinations for each targeting method
Competitor analysis for topic, including keywords and competition level
Design and copywriting of campaign ads
Write ad copy to keywords and landing page for relevancy
Monitoring a Google Campaign
Review auto rules & budgets to monitor performance
Review Google Opportunities
Review placement and keyword data and add new and negative
placements and keywords as needed
Adjust bids for ads, keywords, placements and interests based on
data from previous 30 – 90 days
Pause or delete low performing keywords for search campaigns
Remove zero click/zero impression placements and interests based on the
past 90 days
Pause ad under-performing groups
Online Video
Replaces TV for many Millennials and Gen Z
Second largest Search Engine in US with over
3 BILLION searches per month
Nearly 50% of all internet users are currently
on YouTube
YouTube as an Informational Source
To discuss key topics…
• 4 minute video
• 200,775 views
• Remains on
YouTube for future
searches
To promote core services…
• 7 minute video
• 304,436 views
• Hospital URL linked
in description
• Shows up in
SEARCH results
To enhance your organic search results…
To reach a younger audience…
Benefits of Online Video
YouTube receives more than 1 BILLION visitors per
month. Over 6 billion hours of content are viewed (The Guardian, January 2014)
Video results appear in 70% of all YouTube searches (Marketing Week, 2012)
63% of all Millennials believe that TV content
carries too many ads
Can run promoted video ads on YouTube and Google
Establishing a YouTube Presence
Establish a YouTube channel
Use a descriptive name
Load your video
Use key search terms in the title
Apply appropriate tags
Include a URL in the description
Creating a YouTube Presence
Creating a YouTube Presence
The Reach of Online Video
Social Media
Facebook is Dominant
Ads That Invite Interaction
Creating a Facebook Campaign
Define your target audience
Geography
Age
Interests
Set your daily budget
Develop your creative content
Strong imagery
20% rule
Newsfeed text
Schedule your ads
Monitoring a Facebook Campaign
Monitoring a Facebook Campaign
Utilize the Facebook reporting tools to track
Impressions
Clicks
Website clicks
Page likes
Post likes
Comments (read & respond)
Shares
Benefits of Facebook Advertising
Target users by specific interests and locations
Engage in discussion with those who engage with
your promotions
Watch your content be shared beyond your targeting
Reach Your Desired Audience via Ads
This fundraiser ad ran on Facebook for
just short of two weeks.
It reached over 29,000 Facebook
users chosen by geographic and
interest targeting.
Can you afford to miss out on this
targeted medium?
Take Advantage of Promoted Posts
One single post
14,848 people reached
158 shares
23 comments
Ideal for short term
promotions
Make Social Media a Priority
Part 3: The Balancing Act
Which channels are right
for my organization?
Are you promoting…
Events?
Fundraisers?
Open positions?
The advantages of a smaller, local hospital?
New physician announcements?
New technology?
The answer should be
“ALL OF THE ABOVE”
Don’t Just “Fire & Forget”
Post consistently
Encourage your audience to engage
Remember: Social Media is different from a traditional ad
Avoid Forgotten Social Media
• Represents missed opportunity to engage
with customers
• Multiple potential client questions left
unanswered for months
• Social Media differs from traditional media
• Interaction is the key
LEAVE NO POST BEHIND!!!
Questions?
Thank You!
Randy McDaniels
Fred Meyer
