Growing Digital: Reaching Health Consumers Online
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When it comes to your healthcare brand, it’s not always easy to know where to focus your digital marketing dollars. Learn how to prioritize content marketing, SEO, local listings, social media and reputation monitoring in a constantly evolving marketing puzzle.
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Growing Digital: Reaching Health Consumers Online
- 1. Growing Digital Reaching Health Consumers Online
- 3. 98% of marketers affirm that offline and online marketing are merging. – Gartner CMO Spend Survey Source: Gartner CMO Spend Survey 2015-2016: Digital Marketing Comes of Age, Gartner, Inc.
- 4. 38% 30% 25% 62% 70% 75% 0% 20% 40% 60% 80% 100% 2011 2016 2021 Growth in Digital Marketing Spending As % of Budget Traditional Marketing Channels Digital Marketing Channels +21% predicted growth in digital marketing spending over a 10-year period Source: Salesforce Research – 2016 State of Marketing.
- 5. 7% 17% 40% 24% 12% 0% 20% 40% 60% Fully integrated and optimizing Fully integrated, not optimizing Actively trying to integrate Limited integration Not integrated How well integrated are your digital and traditional marketing activities? Source: SmartInsights/TFM&A
- 9. Think like a publication News Features Opinion Columns
- 10. Think like a publication News Features Opinion Columns Inform Entertain Persuade Engage
- 11. News Features Opinion Columns Inform Entertain Persuade Engage Think like a publication Distribution Channels (social, email, etc.)
- 12. 93% 80% 78% 75% 74% 69% 67% 47% 45% 44% 42% 58% 66% 53% 59% 54% 63% 54% 49% 46% 45% 0% 20% 40% 60% 80% 100% Social Media Content eNewsletters Articles on Your Website Illustrations/Photos Videos In-person Events Blogs Branded Content Tools Infographics Microsites Mobile Apps Webinars/Webcasts Online Presentations B2C Content Marketing Tactics: Usage & Effectiveness Usage Effectiveness Rating Source: 2015 B2C Content Marketing Trends – North America; Content Marketing Institute/MarketingProfs
- 13. 93% 80% 78% 75% 74% 69% 67% 47% 45% 44% 42% 99% 73% 75% 58% 78% 68% 52% 49% 45% 44% 20% 18% 12% 0% 20% 40% 60% 80% 100% 120% Social Media Content eNewsletters Articles on Your Website Illustrations/Photos Videos In-person Events Blogs Branded Content Tools Infographics Microsites Mobile Apps Webinars/Webcasts Online Presentations Healthcare vs. B2C: Content Marketing Tactics: B2C Usage Healthcare Usage Sources: 2015 B2C Content Marketing Trends – North America; Content Marketing Institute/MarketingProfs; 2016 Geonetric & eHealthcare Strategy & Trends Digital Marketing Trend in Healthcare Survey
- 14. 1% 7%8%11%11% 22%21% 29% 12% 38% 48% 28% 50% 12% 18%20% 44%45% 49%49% 52% 58% 68% 73% 75% 78% 0% 20% 40% 60% 80% 100% Online presentations or slideshows Webinars or online seminars Mobile appsMicrositesInfographicsHealth calculators, risk assessments, or interactive tools Print magazines BlogsPhotos or illustrations In-person events Email marketing or eNewsletters Articles on your website Videos Healthcare Content Marketing Tactics: Usage & Effectiveness Most Effective Usage Source: 2016 Geonetric & eHealthcare Strategy & Trends Digital Marketing Trend in Healthcare Survey
- 15. Rethink content creation and focus efforts on consumer engagement
- 16. The shift in SEO Optimizing entitiesOptimizing pages TopicsKeywords Devices & voice searchWeb browsers
- 17. Four actions framework (ERRC Grid) eliminate reduce raise create new value curve From Blue Ocean Strategy, by Renée Mauborgne and W. Chan Kim
- 18. Four actions framework for SEO (ERRC Grid) eliminate reduce raise create new value curve From Blue Ocean Strategy by Renée Mauborgne and W. Chan Kim “inside-out” structure alternative formats 10x content clickbait topical density reference content keyword stuffing
- 19. Social Media & Reputation Management
- 21. Percentage Who Are Increasing Spending On Social Media Over Next 12 Months Source: Salesforce Research – 2016 State of Marketing. 65% Advertising on Social Platforms 62% Social Media Marketing 67% Social Media Engagement
- 22. Look at going in deeper – groups, forums, discussion boards and niche communities.
- 23. Facebook usage overall accounts for 1 in every 6 minutes spent online, and more than 1 in 5 minutes spent on mobile.
- 24. “The Facebook algorithm killed us. A couple years ago, 50% of our traffic [to Health Essentials, the Cleveland Clinic health hub] was from social media. Today, it’s not even our number one channel. Organic search is.” – Amanda Todorovich, Cleveland Clinic Speaking at Content Marketing World 2016
- 25. Use curated content on social media to test drive content marketing topics
- 26. Social & reputation are part of SEO
- 27. Social & reputation are part of SEO - Do maintain a clean ecosystem of profiles, content and reviews on social and third-party platforms - Do encourage sharing on social and third-party platforms - Don’t push social shares at the expense of the user experience
- 28. Give your website a social checkup • Mobile optimized • Social metadata – Open Graph, Twitter card, schema.org • Social profile links up to date & working • Social share buttons – keep it minimal, simple, functional • Analytics on social actions
- 31. 65% 62% 54% 54% 17% 17% 21% 18% 0% 20% 40% 60% 80% 100% Advertising on social platforms Display or banner ads Video advertising Native advertising Digital Advertising Strategies Currently use Piloting/plan to use in next 12 months Source: Salesforce Research – 2016 State of Marketing. 71% 66% 72% 66% Rate as Very Effective or Effective
- 32. So many targeting options… • Search • Contextual • Demographics & interests • Behavioral targeting & in-market segments • Remarketing • Custom audiences & connections • Similar & lookalikes
- 33. Why pick just one? Create layers or chains of targeting… • Identify intent Search • Capture visitors Remarketing List • Find more Lookalike Remarketing Behavioral Demographics
- 35. Tracking effectiveness Survey says: • 12% don’t know if they’re using CRM • 28% currently using CRM – but 26% of those don’t know which system • Only 53% reported tracking conversions
- 36. Tracking effectiveness Acquisition Behavior Conversions
- 37. Tracking effectiveness Acquisition Behavior Conversions Equivalent ad buy / PPC spend Repeat visitors, subscriptions, social likes and followers Average engagement time, pageviews, articles viewed Number/percent of new appointment requests, event registrations (Estimated) goal value
- 38. PPC vs. SEO
- 39. Bringing It All Together
- 40. Source: Gartner CMO Spend Survey 2015-2016: Digital Marketing Comes of Age, Gartner, Inc. 71% of marketers have an innovation budget. – Gartner CMO Spend Survey 10% of marketing spend, on average.
- 41. Key takeaways • Content, social, paid and organic channels are all interrelated – use them together to solve problems • Tie closely to organizational strategy and go deep – quality over quantity • Track your efforts, build on (and be prepared for) success
- 42. Questions? Type yours in the “Ask a Question” box
- 43. Industry Trends from Geonetric's 2016 Healthcare Digital Marketing Survey The results are in! Learn key findings from our recent survey of healthcare digital marketers and go into 2017 with the data you need to make important decisions. Register at: geonetric.com/webinars You'll learn: • How budgets and teams are shifting • Which tactics and techniques are producing results • How the most effective healthcare marketers plan and track activities • The biggest barriers to success (and how to address them) • And more... November 16, 2016 – 2 p.m. EDT / 11 a.m. PDT