Finding and Closing Healthcare Customers through Digital Channels
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Health care reform has created millions of new health care shoppers. Many of whom will be visiting your website for the first time. You've done the work to support the new health care consumer on your site, but are you converting visitors into shoppers, and shoppers into repeated customers? This webinar will focus on Conversion Optimization (CO) and Search Engine Optimization (SEO) to help you maximize traffic to your website and increase your conversion rate (CVR). September 17, 2014 3:00 pm – 4:30 pm EST Online *This webinar is part of the Consumer Experience Webinar Series. Webinars will be held September 17, October 22, October 29 and December 10, all at 3:00 pm ET. Learning Objectives: Discover how to implement a smart and consistent SEO strategy to ensure your company shows up where it matters. Explore how you can launch and test ‘Calls to Action’ during key points in a person’s visit to your website so that you increase the rates at which visitors start the shopping process. Examine how you can increase the rates at which shoppers complete the process to become customers. Speakers: Moderator: Kevin Riley, President, Kevin Riley & Associates Andrew Bennett, Senior Director of Digital Marketing, Smartsheet David Chase, Director of Digital Marketing, Florida Blue Bill Lan, Head of Industry, Insurance & Services, Google
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Finding and Closing Healthcare Customers through Digital Channels
- 1. Finding and Closing Customers through your Digital Channels AHIP 2014 Consumer Series Webinar Program September 2014
- 2. Our Host Principal at Kevin Riley & Associates | Health Model Innovation • Former chief innovation officer of Florida Blue (BCBS of Florida) • Founder and former president/CEO of GuideWell • Founder of AssureClick • Founder of HealthTHREADS Kevin Riley & Associates formed to help companies with the convergence of health care and the consumer. He founded and was CEO of a national health care retail company, played leadership roles for several national retail health start-ups, and served as the first Chief Innovation Officer of a major insurance plan. Follow me on @kevineriley, linkedin, slideshare
- 3. Our Speakers Bill Lan Head of Industry, Insurance & Services David Chase Director of Digital Marketing, Florida Blue Andrew Bennett Vice President Marketing, Smartsheet
- 4. How do you find & close health insurance shoppers? Find Convince Convert Remarket
- 5. Finding and Closing Customers through your Digital Channels DIGITAL HEALTHCARE SHOPPERS
- 6. ACA has created millions of new health care shoppers - many of them are visiting your site.
- 7. Are you turning your visitors into shoppers, and your shoppers into customers?
- 9. 1. Health Insurance shoppers spend 101 hours online per month – 115% more than the average user. Google Compete Audience Profiling Study . Time frame second half of 2013. Health insurance research includes browsing an individual /family plan page online.
- 10. 2. Health Insurance searchers perform 139% more searches online than the average internet user. Google Compete Audience Profiling Study . Time frame second half of 2013. Health insurance searchers = browse an individual /family plan page online and perform a Health Insurance related search
- 11. 3. Health Insurance searchers perform 32% of their health searches using a mobile device, and they do it all over. Google Compete Audience Profiling Study . Time frame second half of 2013. Health insurance searchers = browse an individual /family plan page online and perform a Health Insurance related search
- 12. 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 7/2012 9/2012 1/2013/2013 11/2012 5/2013 7/2013 9/2013 1/2014 11/2013 3/2014 5/2014 Health Insurance: 32% of searches come from mobile
- 13. From which of the following locations did you use your mobile device(s) (e.g., mobile phone and/or tablet) to shop for Health Insurance services? Please select all that apply. While at Home 2012: 67% 2013: 76% While in a Line 2012: 38% 2013: 25% Google/Compete Health Insurance Shopper Study May 2013 While Traveling 2012: 18% 2013: 26% While at Work 2012: 22% 2013: 35% While in a Airport 2012: 16% 2013: 14% While in a Restaurant 2012: 34% 2013: 24% While on Public Transit 2012: 25% 2013: 21%
- 14. Finding and Closing Customers through your Digital Channels SEARCH OPTIMIZATION
- 15. SEO’s primary focus is to increase visitors to your site.
- 16. If someone is searching for answers to healthcare coverage questions, where do you show up on the list?
- 17. By implementing a smart and consistent SEO strategy, can you help to ensure your company will show up where it matters?
- 18. Paid vs. Organic Click Distribution 94% 6% % of Clicks Organic PPC 35% 65% % of Clicks Organic PPC eConsultancy Research WordStream Research Study: All web searches Study: Searches with commercial intent
- 19. Content Marketing via Hub Pages “Here’s the special secret of the SEO Blueprint: you’re not making a single page to rank; you’re making several.” - Cyrus Shepherd, MOZ.com
- 20. Medicare Content Hub Medicare Adv. Medicare Sup. Medicare Part D Medicare Articles Medicare FAQs
- 21. Pandas & Hummingbirds Panda Update Sites are penalized for spam and low quality links. Hummingbird Update Google now determines the intent of the query and its algorithm focuses on conversational search.
- 22. Create Compelling Content Infographics Use content rich infographics that people will share and has potential to go viral. Videos Content with videos generates 3X more inbound links than articles with only text. Blog Posts Use high quality content that educates audiences and is likely to be shared, retweeted, etc. Video Video Blog Posts
- 23. 1. Focus on quality, not quantity!
- 24. 2. Ensure your content is organized and categorized for search engine indexing.
- 25. 3. Create content hubs to signal to Google which pages are the most important.
- 26. 4. Ensure your website is responsive or optimized for mobile.
- 27. Finding and Closing Customers through your Digital Channels CONVERSION OPTIMIZATION
- 28. In Analytics, a conversion is the completion of an activity on your site that is important to the success of your business.
- 29. These can be made up of micro and macro conversions, and even cross-device conversions.
- 30. A macro conversion occurs when someone completes an action that’s important to your business.
- 31. A micro conversion is an indicator that a user is moving towards a macro conversion.
- 32. CRO Technology 3rd party technologies are easy to implement and CRO has limited need for IT involvement.
- 33. 1. Measure micro conversions to understand where people are in their journey to conversion.
- 34. 2. Test calls-to-action at key interaction points to increase rates of shopping starts and completes.
- 35. 3. Fewer distractions mean higher rates, so optimize your macro conversions to a single CTA.
- 36. 4. Create binary outcomes to make measurability easier and testing faster.
- 37. 5. Always Be Testing!
- 38. Finding and Closing Customers through your Digital Channels REMARKETING OPTIMIZATION
- 39. When it comes to convincing the people who visit your site to take action and convert, one visit is typically not enough.
- 40. Remarketing targets indecisive customers with tailored ads related to experiences they had on your site.
- 41. With remarketing, you get another chance to close the deal.
- 42. Reach Shoppers Anytime, Anywhere Remarketing on the Google Display Network connects you with shoppers across all channels and devices. Display Search Mobile Video Remarketing lists for search ads Static remarketing Dynamic Remarketing Mobile web remarketing Mobile app remarketingbeta Video remarketing on YouTube Google site-wide Remarketing Tag
- 43. 1. Make sure your remarketing is targeted & segmented – not generalized.
- 44. 2. Segment based on where they left off in their journey on your site (learn, decide, act, or buy).
- 45. 3. Don’t Be a Stalker! Place a limit on how far you follow someone using remarketing.
- 46. Final Thoughts Find Convince Convert Remarket
- 47. Sources & Links http://www.thinkwithgoogle.com/infographics/multi-screen-world-infographic.html http://www.thinkwithgoogle.com/products/keyword-contextual-https:// econsultancy.com/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic http://www.wordstream.com/blog/ws/2012/07/17/google-advertisingtargeting.html http://moz.com/blog/what-makes-a-link-worthy-post-part-1 http://adwords.blogspot.com/2013/10/estimated-total-conversions.html http://www.thinkwithgoogle.com/products/conversion-optimizer.html http://searchenginewatch.com/article/2331470/Google-AdWords-Launches-Flexible-Conversion-Counting http://www.thinkwithgoogle.com/products/remarketing.html
Notes de l'éditeur
- Signals a longer research path
- Signals confusion You wouldn’t bring a dessert menu to someone who just sat down at a restaurant…but you would if that patron said “I just want dessert” Same holds true with understanding what the consumer is looking for and what you can do to help the consumer.
- Signals confusion You wouldn’t bring a dessert menu to someone who just sat down at a restaurant…but you would if that patron said “I just want dessert” Same holds true with understanding what the consumer is looking for and what you can do to help the consumer.
- Never leave mobile behind. On the go device. Searching whilst watching TV etc
- There are two large studies on organic vs. Paid clicks. Which one is correct? The eConsultancy data includes all web searches and that translates to a lot of searches most businesses will not be interested in (i.e. What is the capital of South Dakota, for example, is a search query with no purchase intent. In contrast, the Wordstream study focused only on searches with high commercial intent. Therefore, this study is more relevant and can help marketers determine where best to allocate their resources. Not surprisingly, Paid Search represents the lion’s share of click distribution and has made Google the 3rd largest company in the U.S. based on market capitalization. (((Joke about Apple)))) On the Paid Search Side, make sure to protect your brand name from competitors and lead generation firms. This is especially important for the Blue Cross plans as the blue cross name generates significant search volumes and is easy pickings for lead generation firms. Conversion rates for brand name search queries are up to 10x higher than general health insurance queries. If you find competitors are using your trademark in their ad copy, send a cease and desist letter to their Legal team. If that doesn’t work, file a trademark violation with Google Adwords. Protecting your brand name is priority number one in the Paid Search space.
- Internal linking back to the hub page is the most important element of this strategy. This helps Google categorize your content and establish a centralized page for ranking purposes. Without the internal link structure, each page will cannibalize the other from a ranking perspective. A hub page will generate the most inbound links and send a strong signal to Google that this page is important.
- Hummingbird---According to Google, this new approach can answer questions and give you comparison data on Google.com. You don’t have to click away from search results, hoping web pages will have answers…the data will be right there for you.
- Create high quality content (videos, infographics, educational blog posts, etc.) that people will want to share through social networks.
- A micro conversion is important, but it does not immediately contribute to your bottom line. t’s usually an indicator that a user is moving towards a macro conversion.
- Implement and test calls to action ion during key points in a site visit, you are able to increase the rates at which visitors start the shopping process, and the rates at which shoppers complete the process and become customers.
- On all channels and all devices. Remarketing with Google connects you with shoppers across search, display, and video on all devices from tablets to desktops to smart phones -- so advertisers can reach exactly the right prospects anytime and anywhere. Adding remarketing list for search ads (RLSA) to your remarketing combines two of the greatest intent signals available to marketers anywhere: search keywords and site visitors. The results can be very powerful.