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“ GOING LOCAL” “ Being found” locally online impacts your business and ROI
Claim it! (IT ’S ELEMENTARY BUT WE HAVE TO SAY IT!) ,[object Object],[object Object],[object Object]
“ HEY – WHERE ARE WE?” ,[object Object]
List it! ,[object Object],CONTENT, PICTURES, VIDEO, LINKS
Optimizing “Claims”
Brief review of “free” rules ,[object Object],[object Object],[object Object]
A Landing Page? Who ’s gonna use it? What is he talking about? Why would we need it? When would we use it? How does this thing work?
Optimize “Landing” Pages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Special note about video
Special note about video
Use the online PR Realm ,[object Object],[object Object],[object Object],[object Object]
Some Results from PRNewswire
Tracking ROI Bariatrics/Primary Care ,[object Object],[object Object],[object Object],[object Object],[object Object]
ROI Findings “Going Local” ,[object Object],[object Object],[object Object],[object Object],[object Object]
Our Team Approach ,[object Object],[object Object],[object Object],[object Object]
How we changed ,[object Object],[object Object]
Case Study Mercy Health System Crystal Lake Certificate of Need Campaign
Crystal Lake IL CON Challenge Underdog in Marketplace Competition - Larger Health System - 2 Established Hospitals in the area - Larger work force
Oh and one more challenge… - Obtaining Buy-In from Executive Council
Media Strategy Mix 75% Social Media (Facebook/Twitter/Blogs/Google/Yahoo) 25% Traditional Marketing (Newspaper/Radio/Direct Mail)
Planning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Pre-write status updates hootsuite.com
Found and Empowered Mercy Ambassadors
Create Ways to Contact - Be Social
Facebook Ads
Internet Search Engine Ads Pay Per Click Regionally Targeted Google, Bing, Yahoo etc .
Display ads
Remarketing
Word of Keyboard Spreads
Mercy Campaign Webstats
Some Mercy CON Website Stats ,[object Object],[object Object],[object Object]

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ROI

Notes de l'éditeur

  1. Story on doctors finding and not finding themselves online
  2. If you are there – optimize If you are not – get there and optimize
  3. After optimization – our family medicine docs fell into the ranks of internal med docs
  4. Multiple listings – physicians and attorneys Using suite numbers Don ’t hijack your competitors – they did to us: lawsuits possible and Google punishment
  5. Discussion on landing pages
  6. Important elements to have Story on Bariatrics landing page in Belvedere, IL: Geographic, Keyword specific, surgeries produced
  7. Examples of localized, keyworded video: Our landing page video in Belvedere market influenced 12 to surgery
  8. Examples of localized, keyworded video: fast, down and dirty produced 49 attendees
  9. Costs: Vary between $35 to $475 on PRNewswire
  10. Immediate, powerful, link-rich. Discuss results from Alzheimer ’s PR: 56 attendees
  11. Campaign cost discussion How we track daily on PPC Reports used for incoming call valuation How we partner with key clinic staff
  12. Qualified leads TV – more financially qualified Primary care benefits too – Keyword appropriate tag lines
  13. Team – Andy, Tom + MorningStar Cost – Initial design (landing pages, google claims) Ongoing maintenance: weekly review meetings of campaigns and ongoing efforts – readjustments
  14. Integration into our existing media Doctors…early adopters….late bloomers: perfect mix Staff became our active audience