8 out of 10 internet users have searched for health information online. Now is the most opportune time to develop your strategy to engage these health information consumers. EMG and Google partner up for the second part in a series of webinars to show you how to reach health consumers online using Google AdWords. We will also share best practices for optimizing your landing page for lead generation. RSVP today for a chance to receive a free landing page evaluation during the webinar! From this webinar you will gain a better understanding of: 1. The types of health information for which internet users are searching online 2. The key benefits of using Google AdWords to target and engage health consumers 3. Lead generation best practices to optimize your website for high conversions

1. Healthcare Webinar Series HEALTHCARE AND LEAD GENERATION: How to Target Health Consumers Online Presented by Jessica Liu, Twitter @jaielle EMG, Digital Marketing Manager & Isaiah Jones Google, Account Manager Follow @EMGtheagency, #EMGleadgen

3. Webinar presentation will be recorded

4. Link to be sent to attendeesPresentation posted to EMG Knowledge Center

6. Headquartered in Orange County, CA

7. Established in 1999

9. Learning Objectives From this webinar you will gain a better understanding of: The types of information health consumers are searching for online The key benefits of partnering with Google and a digital agency to target and engage health consumers Lead generation best practices to optimize your website for higher conversions 5

10. Agenda Healthcare Search Landscape Overview of Lead Generation Advertising on Google: Using AdWords Lead Generation Best Practices EMG Case Study Landing Page Evaluation Key Takeaways / Q&A 6

11. 7 Audience Poll

12. 8 Health Search Landscape

13. 9 Americans Are Spending More Time Online Finding Health Information 169 Million Of U.S. adults (72% of all U.S. adults) going online for health in 2010 …compared to 99 million in 2005 and 63 million in 2002. -World of DTC Marketing.com: Manhattan Research 8 in 10 have looked online for health information. – Pew Internet & American Life Project, 2010 Internet Users

15. 70-79% of people ages 65-73 find health info online

16. And 50-59% of people ages 74+ find health info onlineSource: Pew Internet & American Life Project, Generations Online 2010

17. Types of Health and Wellness Information Searched for Online 11 Source: iCrossing: How America Searches – Health and Wellness, 2008

18. Demographic Differences on Health-related Searching Activity 12 Women are significantly more likely than men to search for information about symptoms, treatment regimens, diseases and conditions and drugs/medications Men are more likely than women to conduct topical searches about vitamins and supplements, health insurance providers and doctors Searches for wellness-related topics are evenly split between men and women Younger audiences (18-to-34 year olds) are more likely than average (and more likely than older adults) to search for information about symptoms online But less likely than average to search for topics around diseases and conditions Adults over the age of 45 tend to be the most focused on looking for disease-related information Wellness is a topic that appeals predominantly to the young, with 62% of 18-to-24 year olds looking for information about topics such as nutrition, exercise and weight loss Source: iCrossing: How America Searches – Health and Wellness, 2008

19. Symptoms and Diseases Drive Consumers Online 13 75 % percent of healthcare searchers have been prompted to go online to investigate symptoms or conditions 41% go online to self-diagnose or self-treat a condition Older consumers, especially those over the age of 55, are considerably more likely than younger adults to conduct health research online Source: iCrossing: How America Searches – Health and Wellness, 2008

20. Search Engines are the Leading Online Health Resource 14 Almost 70% of online adults have used search engines to search for health-related information 46% have navigated to health portals like WebMD Source: iCrossing: How America Searches – Health and Wellness, 2008

21. Demographic Insight: Baby Boomers (born between 1946 and 1964) 15 There are an estimated 56 million Boomers that are online -Nielsen Online NetView Panel, June 2010 Boomers spend 91billion minutes online each month - Largest online group -Google/Nielsen Boomer Survey (August 2010) 57% Boomers have searched for health information online - Google/Nielsen Boomer Survey (August 2010) 71% Boomers use the internet to make purchase decisions -Google/Nielsen Boomer Survey (August 2010)

22. Demographic Insight: Mothers are Online! 16 Most moms go online daily, and more than 50% go online more than 20 times per week. Moms spend 3-10 hours a week reading mom blogs 84% Moms say that the Internet has made them more informed about children's health issues 69% Moms trust their pediatrician but still go online before/after doctor’s visits to conduct their own research 69% Moms research health, medical information & advice online on a regular basis. Source: 21st Century Mom Insights, Baby Center, June 2009 Audience Insights: communicating to Moms, CDC 2009 Engaging Mom Blog Readers with the Right Ads, eMarketer, September 15, 2010

24. Ad messaging

25. Website content

27. Traditional and Online Lead Generation Traditional Lead Generation Traditional Advertising (print, radio, tv, outdoor) Direct Mail Phone (cold calling) Field Marketing (conferences / events) Online Lead Generation Search Engine Marketing – Paid Search General Web Traffic (organic traffic / SEO) Display / Banner Advertising Email Mobile Social Media 19 WEBSITE LANDING PAGE MICROSITE CALL CENTER/SALES

28. How Search Engine Marketing Fits in Your Digital Marketing Mix 20

29. Online Lead Generation With traditional lead generation more than 50% of the leads that you generate could end up buying from one of your competitors Where did these leads go? They search online. More individuals are conducting research online before and after doctor visits. Your competition is likely just a click or two away. Solution: Capture and captivate your leads online! Traditional marketing can create awareness, but once online your leads can find other materials, including competitor sites. Make sure you’re equipped with resources and detailed information relevant to your leads on your website and landing page. Opportunity to engage your leads online is key! Source: Sirius Decisions, 2009

30. Acquisition Funnel 22

31. Lead Acquisition Process 23

32. 24 Google AdWords

34. Hospital websites and search engines used most for hospital researchConsumers Are Researching Hospitals Online Online Resources Used to Obtain Information on Hospitals First Source Used to Research Hospitals Question: Which of the following sources do you refer to first when looking for information on hospitals? Based on total: Total (1000); Sufferers (500); Caregivers (500) Question: Now thinking specifically about online sources, which of the following have you used to obtain information on hospitals? Based on total: Total (1000); Sufferers (500); Caregivers (500) Source: OTX & Google Custom Hospital Source: OTX & Google Custom Hospital Study, June 2009

35. 26 Paid Search is Very Effective for Lead Gen

37. 28 Urgent Care Related Searches Showing Strong YoY Growth Source: Google Internal for the Hospital & Treatment Centers category, January 2008 – November 2010;.

38. 29 Search captures interest, Google Display generates it A typical online user only spends 5% of time on search. What are you going to do with the other 95%? Text Ads Easy implementation, less compelling Image Ads Additional effort, more engaging YOUR AD HERE

39. 30 Display’s broad reach and tailored targeting Placement Targeting Demographic Targeting Category Targeting Not only can we reach 70% of the online audience, we can target the right 70% for our advertisers

40. 31 What is Google Ad Planner? 31 A free research and media planning tool for agencies and advertisers to identify websites their target customers are likely to visit.

41. 32 Overview | Site profile page Site overviewThumbnail view, site categories, advertising details and site description. Traffic statisticsUV (users): estimated number of unduplicated people visiting a site  Tip: use this metric for media planning and estimating the actual number of unique people UV (estimated cookies): approx. number of cookies as determined by Ad Planner algorithms (this metric does not count actual cookie numbers) Tip: use this metric to compare with Publisher ad server logs Site demographics Sites also visited and keywords searched forAffinity: the number of times more likely than the average internet user to visit a specific site or search a specific keyword. Tip: use these to define your audience’s Online Activity! 1 2 3 4 5 32

43. Learn how visitors use your website and compare your website traffic against industry benchmarks

44. Discover which visitors are likely to convert and how to attract more of them

45. Optimize online and offline marketing by measuring post-click performanceLearn more about Google Analytics: http://www.google.com/analytics

47. To refine their messaging

49. Tested different features and ad formats to best support their goals

51. Refined Marketing

53. Lead Generation Best Practices Overview 36 Set your objective & define your target audience 2) Create an integrated digital marketing strategy 3) Create a search campaign strategy 4) Have a post-click strategy – Landing pages and Microsites 5) Define results and measure ROI 6) Continuous testing and optimization

54. Lead Generation Best Practices Overview 37 Set your objective & define your target audience 2) Create an integrated digital marketing strategy 3) Create a search campaign strategy 4) Have a post-click strategy – Landing pages and Microsites 5) Define results and measure ROI 6) Continuous testing and optimization

55. #1 Set your Objective & Define your Target Audience What are your goals? Think sales, leads, pipeline How many per month: inquiries? Leads? Sales? 38

56. #1 Set your Objective & Define your Target Audience Who is your target audience? Age, gender, family, influenceseducation, geography What websites do they visit? What do they search for? How do they use the internet? This will influence: Design, photography, content, forms, media buy, etc 39

57. Define Target Audience: Online Searching and Browsing Behavior 40 Research what keywords users search for and what websites they visit Google Keyword Tool allows you to research what users have searched for in the past

58. Lead Generation Best Practices Overview 41 Set your objective & define your target audience 2) Create an integrated digital marketing strategy 3) Create a search campaign strategy 4) Have a post-click strategy – Landing pages and Microsites 5) Define results and measure ROI 6) Continuous testing and optimization

59. #2 Create an Integrated Digital Marketing Strategy 42 Integrate online communications with traditional Understand calls-to-action will impact user behavior Align communication strategy with audience segmentation and landing page experience for highest level of relevance

60. Digital Marketing Cycle 43

61. Lead Generation Best Practices Overview Set your objective & define your target audience 2) Create an integrated digital marketing strategy 3) Create a search campaign strategy 4) Have a post-click strategy – Landing pages and Microsites 5) Define results and measure ROI 6) Continuous testing and optimization

62. #3 Create a Search Campaign Strategy 45 Paid Search – Advertisements bought on a cost per click basis, displayed as a result of a specific or related search on a designated search engine Relevant - Searchers respond well to relevant advertisements related to their online search Targeted - Ads tied directly to keywords and search queries by health searchers Flexible - Campaigns can be optimized daily Drives Results - Consumers are in the consideration or buying phase = high engagement level Create relevant and targeted ad copy

63. Lead Generation Best Practices Overview Set your objective & define your target audience 2) Create an integrated digital marketing strategy 3) Create a search campaign strategy 4) Have a post-click strategy – Landing pages and Microsites 5) Define results and measure ROI 6) Continuous testing and optimization

64. #4 Have a Post-Click Strategy – Landing Pages and Microsites Creating complimentary and highly relevant site experiences Landing pages MUST coordinate with online marketing efforts Define KPIs (Key Performance Indicators) Creating usable, persuasive site experiences Content development for the web Consistent call to action Relevant content Tailored for audience 47

65. Lead Generation Landing Pages 48 What is it? The webpage prospective patients arrive at after clicking on a link, usually a paid search link, or typing in a special web address found on traditional marketing materials. What does it do? Considers visitor’s geographic location, search keyword preferences Provides a segmented and highly targeted message for the visitor Presents introductory level of information to support conversion Provides a clear call to action (submit form or call phone #)

66. Lead Generation Landing Pages 49 When should they be used? When your goal is a specific transaction: Web inquiries or referrals Phone inquiries or referrals New patient registration Newsletter sign-ups If the target audience only requires brief, introductory info. to convert – “Delegator” persona If the target audience is early in their decision making process When a tight timeline doesn’t allow for a microsite When it’s supported by a traffic-generating campaign Pay-per-click ads Display or banner ads Email blasts

67. Lead Generation Microsites 50 What is it? The mini website prospective patients arrive at after clicking on a link, usually a paid or organic search result link, or by typing in a special web address found on traditional marketing materials. What does it do? Considers visitor’s geographic location, search keyword preferences Provides a segmented and highly targeted message for the visitor alongside relevant informational and reference content Provides a clear call to action (submit form or call phone #)

68. Lead Generation Microsites 51 When should they be used? When your goal is a specific transaction: Web inquiries or referrals Phone inquiries or referrals New patient registration Newsletter sign-ups If the target audience . . . Is further along in their decision making process Is composed of meaningful sub-segments Requires moderately in-depth info. to convert – “Researcher” persona Requires a more complex, interactive brand experience to convert (videos, games, virtual tours, etc.)

69. Relevant Keywords, Ad Copy and Landing Page 52 SEM ad appears for the search query “recovery center alcohol rehab” User clicks on the ad and is taken to a highly relevant landing page about alcohol rehabilitation at a recovery center

70. Lead Generation Best Practices Overview Set your objective & define your target audience 2) Create an integrated digital marketing strategy 3) Create a search campaign strategy 4) Have a post-click strategy – Landing pages and Microsites 5) Define results and measure ROI 6) Continuous testing and optimization

71. #5 Define Results & Measure ROI Online measurement is transparent Set key performance indicators (KPIs) and measure Integration of online marketing Compliment traditional campaigns with online tactics Adapting business process for ROI measurement Lead funnel and workflow Lead follow up / call center Web analytics 54

72. Define Results & Measure ROI: Online Marketing Metrics 55 Cost Identify total spend for each online marketing campaign Impressions Measure number of times your ad is displayed Clicks Measure the number of users who click on your advertisement and reach your website or landing page Conversion Understand what actionable goals users perform when they are on your website

73. Define Results & Measure ROI: Metrics Used by US Marketers 56

74. Define Results & Measure ROI: Web Analytics & ROI Optimization Define $$$ value of each lead = (Value of Patient*Number of Patients) / (Number of Leads) Lead value can then be related to online marketing media through web analytics Allocate budget to marketing tactic with highest lead value and ROI Optimize poor performing campaigns based on Lead value and ROI 57

75. Lead Generation Best Practices Overview Set your objective & define your target audience 2) Create an integrated digital marketing strategy 3) Create a search campaign strategy 4) Have a post-click strategy – Landing pages and Microsites 5) Define results and measure ROI 6) Continuous testing and optimization

76. #6 Continuous Testing and Optimization 59 A/B Testing Multivariate Testing Optimizations for Search Engines (SEO) Meta descriptions Keywords Relevant content Linking Anchor text

77. 60 EMG Case Study: St. Helena Recovery Center

78. Case Study: St. Helena Recovery Center 61 Client Background St. Helena Hospital is part of Adventist Health, a not-for-profit, faith-based health system operating in California, Hawaii, Oregon, and Washington. Client Needs Needed to increase self referrals online for multiple programs, including Recovery Center Needed to generate awareness to promote their doctors and services Needed to be able to track and measure success

79. Case Study: St. Helena Recovery Center 62 Navigation EMG Approach & Solution Extensive site audit – improved websites for enhanced usability, user experience, and search engine optimized content Developed lead generation focused microsite and landing pages Created desktop search and mobile marketing campaigns Created mobile landing page, click-to-call mobile ads Implemented call-tracking to track phone calls and keywords for additional analytics Form

80. Case Study: St. Helena Recovery Center 63 The Results Delivered over 5,000 inquiries in 2010 Decreased cost per inquiry (CPI) by 89.4% Average leads to sales conversion rate is nearly 30% Over 14,900% increase in phone inquiries compared to the beginning of 2010

81. 64 Landing Page Evaluation

82. Memorial Health System of East Texas 65 Recommendations: Minimize scrolling Keep important content above the fold Maximize screen resolution Majority of screen resolutions are:1280x800, followed by 1024x768 Below the Fold! Current Height: 3,600+ pixels = more than 4.5 times the average screen resolution height

83. 66 Distinguish your most important call-to-action Add Call-to-actioin Great!

84. 67 Make connecting with your social networks easier Stronger call-to-action: “Like us on Facebook” for updates on events. “Follow us on Twitter” for up to the minute info Integrate Facebook’s Social plugins: Add the Like Button to allow visitors to ‘like’ your page with one click Great!

85. 68 Showcase important information New Patient Videos Patient Testimonials Awards and Recognition Latest News

88. Q & A 71 Thank You! Contact us today to learn how EMG can apply it’s expertise in healthcare lead generation best practices and more to a number of your campaigns!Toll Free: (866) 62-EARTH www.visitemg.com FULL WEBINAR AVAILABLE TOMORROW AT: Youtube.com/earthboundmediagroup Earthboundmediagroup.com/emg/home/ knowledge-center/webinars.html STAY CONNECTED WITH EMG: Twitter.com/EMGtheAgency Facebook.com/earthboundmediagroup