Leveraging Digital

Marketing And Connecting With

Healthcare Consumers

Presented by: Brandi Unger and Kirstie Hamel

Who Amplified Digital is a digital marketing agency that helps local

businesses connect with their target consumers. Our dedicated team of experts effectively utilize emerging technologies to

amplify your brand.

Whether your company needs to reach a niche audience, improve positioning on search engines, or achieve better engagement on social

media, Amplified Digital will deliver your company’s message to the right consumers at the right time.

Your brand should have a strong online presence. Amplified Digital creates, plans and executes customized and affordable strategies to

Amplify Your Company’s Digital Presence!

Brandi Unger Digital Marketing Manager Brandi has spent over 13 years helping businesses online and in print. She served as an Advertising Director for a leading alternative newsweekly and spent two years abroad working with the Volvo Cars Global Fleet Sales division. Brandi strategizes and implements campaigns for businesses and organizations across the U.S. Brandi has been with Amplified Digital since it’s launch.

Kirstie HamelSearch Campaign ManagerKirstie is experienced all aspects of SEO, reputation & directory support, PPC Management, and conversion analysis. She is a Google Certified Partner in search advertising, display advertising, YouTube, Analytics, and Google Shopping. Kirstie specialized in search campaign management for legal and healthcare practices.

Who Are We?

Mobile & Desktop

Searching For Health

Care

Search Engine

Breakdown

Content

What Consumers Are Seeking

Social

The Digital

Audience

Leveraging Digital Marketing & Connecting With Healthcare Consumers

Ag

en

da

Tracking Results

Digital Migration

90%of the population

are ACTIVE INTERNET USERS

99.5%of households own at least

one computer

40 HOURS PER

MONTHspent online for

users 15+

Consumers are rapidly migrating away from traditional methods of finding information. In the past, it was enough to have a listing in the yellow pages or advertise on local media, but this is not enough to reach the tech savvy consumers of the 21st century.

What are they doing instead?

They are actively seeking information online to find solutions to their problems.

In 2014, nearly 90% of the population in the United States were active internet users, and 99.5% of households owned at least one computer.

Not only are consumers of all ages using the internet at increasing rates, they’re spending huge amounts of time online. Internet users over the age of 15 spend nearly 40 hours online per month - the equivalent of a full time work week for the average American.

How does this increasing digital audience affect the way that healthcare professionals are marketing to consumers?

Marketing Distribution

Audiences are turning to the web, but the average healthcare marketer still uses traditional means to reach consumers when compared to non-healthcare marketers.

28% of marketers use print newsletters compared to 43% of healthcare marketers.

When it comes to publishing in the digital landscape, 74% of all marketers use blogs compared to only 58% in healthcare.

The moral of this story, is that healthcare marketers are using traditional advertising models that are being abandoned by marketers in other industries.

What’s more, these old school methods are typically more expensive and less targeted than integrated digital solutions.

47%OF HEALTHCARE

MARKETERS35% of all marketersuse print

magazines

58%OF HEALTHCARE

MARKETERS74% of all marketers

use online blogs

52%OF HEALTHCARE

MARKETERSuse Whitepages

56%of the US

population own smartphones

61%

Is your website optimized for mobile?

use their phones to

search every

day

As users migrate to digital communication, marketers can’t ignore the rising number of smartphone users. In 2014, the number of global smartphone users surpassed the number of desktop users.

In the US, 56% own at least one smartphone, and 61% use those smartphones to conduct searches every day, and 83% of smartphone owners do not leave home without their phones. People now have access to digital resources anywhere at any time.

With this mobile increase, it is no longer enough to have a traditional desktop website. Companies must make their website easily visible across all device types and sizes.

Mobile Responsive Websites

Mobile Responsive Web Design (RWD) is a website design approach that allows a site to maintain its design while appearing in the appropriate format for all devices. Mobile responsive designs eliminate the need to pinch or scroll in order to view parts of a large web page on mobile screens.

Responsive websites automatically appear in the correct size.

Responsive Advantages

FlexibilityResponsive sites offer the flexibility across devices. The website automatically resizes no matter what the visitor is using.

Cost EffectiveRather than hosting and updating two separate sites - mobile and desktop - responsive sites can be managed and updated from one location.

Google ValueResponsive sites are easier for Google to crawl and index, and offer an improved user experience which influences search rankings.

Site SpeedBecause they’re adaptable and contained in one place, responsive sites load faster than desktop sites on mobile devices.

User ExperienceResponsive sites are easier for users to navigate causing them to spend more time on your site finding relevant information.

Did You Know?

Google notes sites as “Mobile friendly”

in search results.

40% Will visit a COMPETITOR

instead.

60% Will NOT return.

If your mobile website does not load as fast or faster than a desktop site:

Consumers use digital options to find healthcare information. They’re using mobile devices at increasing

rates, and continuing to utilize desktops as well. On these devices, they’re actively seeking information

in a many ways.

The last time they needed health or medical information, 80% of online

health seekers say began at a search engine. 13% say they began at a health information website like WebMD. 2% started at a more

general site like Wikipedia, and 1% started at a social network site like

Facebook.

59% of adults

searched for health

information last year

4 of 5online health

queries start at a SEARCH ENGINE

Searching For Healthcare

Where do searchers start?

80% --------------------search engine 13% ------specialized health sites 2% ----------------general sites 1% -------------social media

PPC

Local

Organic

Search Components

To have the best chance at reaching the 80% who begin their healthcare quest on search engines, marketers must strive to own the search engine results page in all three potential categories: Organic, PPC, and Local.

Organic, also called natural or regular results make up the majority of the page for most searchers. Advertisers can not pay for placement here.

PPC, also called Pay Per Click or search ads, appear at the top and right of search results. Advertisers must pay to appear here.

Local or maps listings are based on Google Plus, and allow searchers to easily discover contact information.

Organic Results

Organic (also know as regular or natural) search results, make up the majority of the search engine results page for most queries.

These results are determined by an algorithm deployed by Google and other search engines to determine the most relevant results for a user’s query, and can be influenced utilizing SEO best practices.

The organic results are highlighted in blue.

Search Engine Optimization

To appear prominently in organic rankings, websites must incorporate search engine optimization or SEO best practices.

SEO seeks to provide accurate, relevant information to search engines for specific queries. SEO is the foundation of a long-term marketing strategy.

There are many technical aspects of SEO including URL structure, page content, title tags, meta descriptions, image alt tags, and link building. These aspects are frequently segmented into two key elements: On page SEO and Off Page SEO

Off Page Optimization

On Page Optimization

On Page Optimization refers to all SEO adjustments made to the website itself. This includes a variety of techniques designed to cater both to the search engine algorithms as well as the user experience.

Optimization efforts focus on cleaning up coding errors, incorporating optimized keywords, producing relevant and engaging content, and designing conversion paths.

Off Page Optimization refers to all SEO adjustments made outside of the website. This is the area of SEO most commonly associated with “link-building”. It includes the creation and distribution of unique content and the building of network relationships.

Off Page SEO requires large amounts of time and effort to execute successfully. There is no quick fix for this issue.

PPC Results

Once you’ve completed site optimization and have a website that generates a positive user experience, the next step is to implement PPC or Pay Per Click advertising.

The PPC results appear at the top and to the right of most search results. You can see them here highlighted in green.

While SEO is a longer-term approach. With PPC, your ads show up right away.

Advertisers bid on groups of keywords and phrases related to the products or services they want to promote.

PPC uses an auction system in which advertisers compete for position against other advertisers who bid on similar keywords.

With the auction system, you only have to bid 1 cent more than the next highest bidder in order for your ad to appear above the next highest bidder, and you only pay when a click occurs.

PPC offers targeting options to ensure your message is seen by the correct audience.

For example, you can target a business to a country, state, or even a 5 mile radius from your location. Another option for ppc advertising is the ability to have one message during your office hours and have a different message for after hours.

PPC Search Advertising

Sample Keywords & Cost-Per-Click (CPC)

Local Listings

The final component of the Search Engine Result Page is the Local section, or map listings (shown here in Orange).

A local listing is an online profile that includes your business name and contact information. There are thousands of websites and directories on which local business owners can create free listings.

Creating local listings improves your business visibility online. Each listing increases your chances of being found by customers. Many local business indexes share data with each other.

It’s important to provide consistent names and contact information to all of the local directories.

Local listings are one of the easiest ways for small businesses or practices to take control of their digital presence.

Check Your local

Health

72% of mobile searchers &66% of tablet & desktop searchers

are looking for businesses within a 5 mile radius

of their location.

moz.com/local

Healthcare searchers fall into two primary

categories:

Research(Information and Content)

Support(Shared Experiences)

Content is King

Provide specific information about treatments and services offered within your practice/facility.

Information should be accessible, original, optimized for keywords, and easy to digest.

41%had self-diagnosis

confirmed by a clinician

35%use the

internet to self-diagnose

59%of adults

looked online for health

information

Duplicate Content

Duplicate content check:

Copy and paste a sentence from a website into the Google search bar.

The results will show all other sites with the same word-for-word information.

Support On Social Media

26% have read or

watched someone else’s

experience24% turn to others with the same

condition

The social life of health information is a steady presence in American life.

In the last year...

24% have turned to others with the same condition. 26% have read or watched someone else’s experience about health or medical issues.16% have gone online to find others who might share the same health concerns. 

It’s critical to have a presence on social platforms, and a well maintained reputation, so that you appear prominently to those seeking recommendations from others.

Video Informs and Connects

71%Healthcare marketers use video

44%wanted general

information

46%researched treatments

71% of healthcare marketers currently incorporate YouTube into their digital strategies.

This is critical, because YouTube is the second largest search engine in the world - second only to Google itself. YouTube now tops cable networks in reaching audiences between 18 and 35.

Healthcare consumers search for professional reviews and testimonials. Nearly 50% were attempting to understand treatments and over 40% wanted general health information.

After watching videos:

39% ----discussed the video with others

34% ----contacted a treatment center

30% ---scheduled an appointment

YO

UT

UB

ETrueView

While maintaining your own YouTube channel is important, YouTube offers solutions allowing businesses to run ads around YouTube content.

TrueView ads allow viewers to skip ads after 5 seconds. This is good for marketers because you only have to pay for your ad when it’s watched to completion.

There are many Targeting Options including Interest, Topic and Keyword, so whether you want to reach a general population or target your message based on video content being consumed,

you can reach your ideal audience.

Viral Content Marketing

$2.8MILLIONRaised In 2013

$100MILLIONRaised For ALS

in 2014

There are many areas for healthcare marketers to capitalize on current events or viral topics.

The ALS Ice Bucket Challenge was the social media-powered video challenge, where participants poured ice water on their heads and challenged others to donate. This viral phenomenon raised over $100 million during the summer of 2014.

That’s a 3,500% increase from the $2.8 million that the ALS Association raised during the same period in 2013.

In addition to targeting people actively seeking health information, advertisers can also target people in their

ideal demographics who are not searching.

Advertisers can buy media across thousands of sites to optimize performance. Beyond having access to thousands

of different websites, there are options to target advertising messages online to a highly relevant audiences including

geography, demographic, content consumed, behavior and more.

Let’s say you’re a Women’s Health Center in Chesterfield, and want to promote Mammograms to women over 40

living in West County. There are ways to target the right people with an ad who fit in your target market based on

location, age, gender, and even content consumed.

Online display advertising is a great way to get your message in front of people who fit your target audience

and create awareness for your brand.

Advanced Targeting

Remarketing to past visitors

Remarketing lets you show ads to people who have visited your website. When people leave your website, remarketing helps you reconnect by showing relevant ads as they browse the web, use mobile apps, or search on Google.

Code is placed on the website, and “tags” visitors as they enter. As they browse other sites, they will be targeted with follow up ads. This is an opportunity to get back in front of a potential consumer with a special offer, branding message and a strong call to action.

Consumers research multiple companies before making a decision, so it’s important that you stay top-of-mind.

Retargeting “wows” your users by ads on thousands of the most popular and reputable sites across the web, exclusively to those who have visited your website.

Healthcare Consumer Journey

Now we know the various ways that visitors are interacting with your business, and how you can effectively target them online.

From search, to print publications, to TV, and even personal conversations, consumers are interacting with your brand at multiple points before becoming loyal customers. As a marketer, it’s critical to interact with your audience at as many points as possible.

There is no one specific consumer journey. It’s a long, winding road with many touch-points - all leading up to the ultimate conversion.

Tracking Results

Phone Calls

FormsSite

Visits

Office Visits

Social Media

With all of the highly targeted traffic you’re driving to your website, you must begin tracking results. Without analytics, marketers are essentially tossing these targeted visitors over a brick wall, with no idea what happens to them on the other side.

Advertisers should monitor conversions and goals. These are actions that visitors take on your website, how they engage with your social media and how they interact or share your content.

This can be achieved with Google Analytics as well as social media platforms.

Get Started Today

Manage Social Engagement

Develop Fresh Content

Check Local Listings

For a free evaluation of your online marketing presence, contact Brandi Unger today!

Phone: 314-681-8819Email: brandi.unger@amplifieddigitalstl.com