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Today’s digital marketing strategy needs to be broader than just setting up a monthly pay-per-click campaign. It’s time to get serious about using digital marketing to generate results. Learn how to create digital marketing campaigns based on agile marketing principles – campaigns that are creative, flexible and most importantly, produce immediate, tangible results. In this webinar, you’ll learn how to: Create a digital marketing campaign that incorporates various communication channels – print, television, direct mail, websites, social media, blogs, pay-per-click, QR codes, etc. – to get the most impact Make constant and rapid adjustments to campaigns to reflect changes in the market Prioritize work that can be delivered quickly and get your messages to the market faster than your competitors Use real-life hospital examples to inspire your own marketing campaigns
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Reinventing Digital Marketing Campaigns
BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
TWEET IT: #GEOLIVE
Today’s Presenter
Ben Dillon, MBA | VP & eHealth EvangelistGeonetric, Inc.
Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years.
He’s also a Twitter junkie – follow him at @benatgeo.
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Geonetric Clients
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About Geonetric
Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems.
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Video Of This Webinar
Watch the VideoLearn how to create digital marketing campaigns based on agile marketing principles – campaigns that are creative, flexible and most importantly, produce immediate, tangible results.
Visit our website to watch a free recording of our popular webinar.
Watch the Reinventing Digital Marketing Campaigns webinar!
TWEET IT: #GEOLIVE
New White Paper Available
Fill out the survey at the end of the webinar and we’ll send one your way.
Request your free copy!
Reinventing Digital Marketing Campaigns
BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
TWEET IT: #GEOLIVE
Beware: Incoming Rant
<<Intro>>-Your message here-
“Half of marketing dollars are wasted. I just don’t know which half.”
Source: John Wannamaker
Fortunately, a recent study indicates that only 40% of marketing investment is wasted.
Source: SIRFs-Up by Rex Briggs
No Excuses Not to Measure…
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Your Marketing
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How Do We FixHealthcare Marketing?
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Make Campaigns Results-Driven
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What Do You Want Your Ads to Accomplish?
• Communicate just how awesome we are
• Make internal constituencies happy
• Build awareness
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Awareness is a Crutch
73 Colonoscopies!
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Campaigns Should Deliver Value
Fast
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Traditional Campaign Plan
Months of work, and then it all goes live!
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Campaigns Must Be Flexible
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No plan survives first contact with the enemy.”
- Dwight Eisenhower
“
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Campaigns Need to Fish Where the Fish Are
Health Consumers are Spending More Time Online
Are You?
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Digital MarketingAnd Responsive Campaigns
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Goals Create Focus
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I've also learned that only through focus can you do world-class things, no matter how
capable you are."
- Bill Gates
“
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Example• Think of a PPC campaign
• What number do we focus on?
• Walk the process:
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Example• You need to do a lot of things right…
Right user
Right message
Efficient conversion form
Right call to action
Right landing page
Effective landing page
Fielding opportunities
Service retention
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The Responsive Marketing Universe
End-to-End Campaigns
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AttractionConnectionConversion
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Attraction
Get attention, drive traffic• Social media
• Press releases
• PPC
• Infographics
• Billboards
• TV spots
• Postcards / Direct mail
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Connection
Content that guides the user to take action:• Websites
• Microsites
• Landing pages
• Blog posts
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Conversion
Users identify themselves in exchange for something of value; completes an action you want them to take:• Calendar registration
• Appointment requests
• Trackable phone calls
• Other forms
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Executing Digital Service Line Marketing
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AttractionConnectionConversion
Traditional Marketing
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AttractionConnectionConversion
It Begins with a Goal
Agile Marketing
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Our Goal:
Generate as Many Colonoscopies as Possible
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Start with Your Conversion
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What’s a Conversion?• Schedule an:
– Appointment
– Colonoscopy
– Mammogram
– Heart screening
– Second opinion
• Attend a: – Support group
– Education session
• Qualifying assessment
• Sign up for more information…
Two “flavors”
• Demand generation
• Demand capture
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Tracking Requires Planning
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Develop Creative
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Social Media and Creative
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Matching Landing
Pages to Ads Improves
Conversion
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Then Promote Online (PPC)
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And Offline (TV)
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Leverage Community Building and Networks (Email and
Social Media)• Three different messages
• Three different audiences
• Each drive to complementary landing page
• Trackable phone number
Healthplex
Women’s Wellness
Healthy Living After 50
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It’s a Big, Big World, So Get Creative (Pandora Advertising)
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Measure Results: 90 Days
73 Colonoscopies
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What Made This Responsive?• Small, cross-disciplinary teams that control end-
to-end campaigns– Creative
– Interactive Marketing
– Content
• Do small things quickly, and learn from them
• Do stuff that delivers results
• Measure everything, and improve continually as you learn
• Focused on one clear, measurable goal at a time
Week 1Research and Tasking
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Start Performing Tasks in Order of Importance
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Launch Conversion
FormsBefore
Marketing
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Track Every Step
1-2 WEEK PLANNING CYCLES
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Redesigned Form Based on Analytics
Before After
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A/B Testing
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Dynamically Changing the Marketing Mix
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Be Thoughtful About Your Marketing Mix!
TVRadioPrint
BillboardsTransit
Sponsorships
Digital
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Postcards
PURLSLanding Page
Inquiry Form
TV
Radio
DirectMail
Billboards
Email Marketing Social Media
PPC
Infographics
Banner Ads
Microsites
Phone
Blogs
Website AttractionConnectionConversion
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Most Visits Here
Tracked Value Here
Pressure to Defend Value
Direct URL
Search Engine
PPC
Social Media
Vanity URL
Home Page
Landing Page
Interior Page
Online Conversion
Departure / Untracked Phone
#
Tracked Phone #
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Open Mind to New Ways of
Working
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Questions?Contact Ben:
800.589.1171
www.Geonetric.com
Geovoices.com
@benatgeo
Pinterest.com/benatgeo
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Video Of This Webinar
Watch the VideoLearn how to create digital marketing campaigns based on agile marketing principles – campaigns that are creative, flexible and most importantly, produce immediate, tangible results.
Visit our website to watch a free recording of our popular webinar.
Watch the Reinventing Digital Marketing Campaigns webinar!
TWEET IT: #GEOLIVE
New White Paper Available
Fill out the survey at the end of the webinar and we’ll send one your way.
Request your free copy!
TWEET IT: #GEOLIVE
The End
