Health Care Marketing Checkup 2014

The Landscape

The Landscape

-  Demand for health care services is driven by demographics and

advances in medical care and technology.

-  Chattanooga is viewed as a destination for cutting edge medical

services within certain sectors.

-  Many health care companies lack support for marketing initiatives.

Medical Stats - Chattanooga Hospitals/Beds 11 / 5,459

Nursing Homes/Beds 12 / 1,779

Medical Doctors 1,138

Dentists 247

Sources: Tennessee Department of Health, 2013

Trends

Trends

-  40% of consumers said that social media affects the way they deal

with health decisions. (pew research)

-  60% of consumers trust doctors who post health information.

o  Outranks hospitals (55%), friends they know (45%), and the

government (46%).

Trends

-  85% of consumers search for local businesses online before

visiting.

o  60% of those searches happen on a smart phone.

-  74% of consumers prefer to receive commercial communications

via email.

-  66% of small businesses in 2013 said that email produced a

“good” or “excellent” ROI for them.

o  Email remains the tool most used by Americans to connect

with brands (49%).

Trends

Of adults with a smartphone: 1 in 2 use it for health information

Changes

Changes

-  Importance of measurement

-  Responsive web design & development

-  Increased importance of social media

-  Shift from print to digital

o  Directory listings

o  Digital ads

Changes

“Where there is Change, there is Opportunity”.

Challenges

Challenges

1.  HIPAA regulations

2.  Budget constraints

3.  Marketing know-how

Opportunities

Opportunities

Inbound Marketing -  SEO – increase budgets to help facilitate marketing automation

-  Content – create a strategy, add video

-  Social Media – use the platform your target demographic is using

-  Mobile – redesign and develop your website for mobile

-  Local – focus on directory listings because local mobile search

converts

-  Email – Consistently deliver emails to promote loyalty

Opportunities

Other Tactics -  Analytics – create a custom dashboard

-  Keyword Research – quarterly review keywords by search engine

-  Site Audits – semi annually review your website

-  Usability Analysis – understand how your site needs to work for

your audience

-  Local Search – audit and update directory listings

-  Public Relations – invest time to improve media relations

-  Graphic Design – invest in good creative, the industry lacks and it

is an opportunity to stand out.

Examples

Examples

Examples

Examples

Examples

Examples

Examples

Examples

Thank You

download link:

bit.ly/hc2014scg