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Denise MalingEVP, AIS Media, Inc.
Presented by
WEBINAR: Wed, June 18, 2014 2:00 PM (EST)
Featured Clients
Founded 1997
Award-winning digital agency
Clients - growing companies, leading brands, Fortune 500
Key industries - Healthcare, Financial, Technology
QUICK FACTS
Atlanta, GA Dallas, TX
SOCIAL
STRATEGY
CRM & MA
ANALYTICS
SEARCH
CONTENT
DESIGN
SOCIAL
STRATEGY
CRM & MA
ANALYTICS
CONTENT
EMAIL SEARCH
DESIGN
TOP 3 GOALSfor Search Marketing
1. Amplify brand awareness = Visibility
2. Drive the right website traffic = Intention
3. Increase visitor conversions = New Patients
THE NEW RULESOF SEARCH
ENGINE MARKETING
Google’s Panda algorithm
is designed to prevent sites with
poor quality content from working their way
into Google’s top search results.
May 20, 2014
2 of the Top 10 Winners & Percentage of Traffic Gained:
emedicinehealth.com > 500 %medterms.com > 500 %
Good quality content that’s useful to searchers saw huge gains in traffic thanks to Panda 4.0.
77% of patients research health
information online.
Media: The
Organic Shift
PPC
SEO
89.82% of people click links on the
first page of the search results.
84% 86% 44% 200 91%
Buyers are revolting against traditional marketing channels.
of people leave websites with
intrusive or irrelevant ads
of people skip TV ads of direct mail is never opened
million on the FTC Do No Call list
of users unsubscribe from email they previously opted
into
92% of user activity occurs in unpaid media.
Social sharing propels organic search rankings.
61% patients visited 2+
hospital websites before
converting
48% research more than
2 weeks before scheduling
an appointment
77% of patients used
search prior to booking an
appointment.
86% of buyers begin their buying process with a non-branded search.
Visibility
Visibility
Intention
Focused Intention
Conversion
Patient Journey:
What Matters
62%
38%
42%
48%
42%
32%
38%
62%
58%
52%
58%
68%
Social
Organic Search
Paid Search
Display
Direct
Channel Roles in the Patient Journey (Assist vs. Conversion)
Industry: Health
Awareness Consideration ConversionIntent
Good quality content that’s useful to searchers saw huge gains in traffic thanks to Panda 4.0.
Steps to Map Content to the Patient Journey:
1. Define Your Patient Personas2. Understand the Journey Your Patients Take3. Map Content to their Journey
Awareness Consideration Decision
Co
mm
itme
nt L
eve
l
Videos
Statistical Reports
Live Events
Demo Videos
InteractiveVideos
eNewsletters
Testimonials
Medical Report
Case Studies
Whitepapers
Ratings & Reviews
Condition Guides
Infographics
Articles
Quizzes &Widgets
Accelerating the Patient JourneyDelivering the right content through the right channel at the right time – in the right format.
Copyright AIS Media, Inc. 2014
Possible Solution
Interest
Researching Options
Evaluating Products
Narrowing Field
Social Vetting
Negotiation
Decision
Action item: keep your site optimized
with content patients are searching
for online.
Keep Your Site
Content FRESH
Get Shared:
Social Media
Propels SEO
Rankings
Social sharing propels organic search rankings.
89%
75%
69%
65%
61%
58%
47%
43%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Increasesd exposure
Increased traffic
Provided marketplace insight
Developed loyal fans
Generated leads
Improved search rankings
Reduced marketing expenses
Improved sales
Benefits of Social Media Marketing
“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."
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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