Fill doctor schedules. Fill event rosters. Fill waiting rooms. Chances are, your marketing team is under more pressure than ever to produce tangible results. Attend this webinar and learn how North Kansas City Hospital worked with Geonetric to take an agile approach to cardiology service line marketing. Looking to increase sign ups for heart screenings, the team developed eye-catching creative and implemented cost-effective tactics. The result? A campaign that got noticed and got results, netting 487 sign ups in just three months.

2. Geonetric Clients

3. Webinar Information
• Webinar lasts one hour
• Enter questions at any time
• Recording will be posted in our webinar archive within 48 hours
• Please mute your phones
• Please take the post-webinar survey which will appear at the conclusion of
the webinar
• Follow along on Twitter using the #Geonetric hashtag

4. Case Study Available

5. Today’s Presenters
Bill Basler Creative Director Geonetric
Bill has an impressive background that includes being named Ad Person of the Year, being
an adjunct professor of graphic design and being president of an advertising agency. But
what’s even more impressive is his ability to consistently deliver outstanding creative. He’s
an expert at designing for both usability and “wow” — developing websites and marketing
campaigns that deliver both eye-catching creative and jaw-dropping results. Bill has spent
the last 30 years on the agency side, first as a senior art director and then an associate
creative director for two regional firms, and most recently as president of his own design
studio. Bill holds a bachelor’s degree in graphic design from Iowa State University.
Jodi Rawson Interactive Digital Marketing Strategist North Kansas City Hospital
Jodi is instrumental in implementing the hospital’s marketing plan and measuring the
success of marketing projects. She manages the hospital’s award-winning website and
digital marketing initiatives including social media, email marketing and search engine
marketing. In addition, Jodi is responsible for managing public relations, planning and
promoting special events and developing various print publications for patients, physicians
and employee audiences. Jodi received her bachelor’s in business administration from the
University of Central Missouri.

6. From Half Full to Topped Off
How North Kansas City Hospital Filled Schedules

7. About North Kansas City Hospital

8. What You Will Learn
1. Hard wired
The first 25 years of the World Wide Web
2.Pulling the plug
Consumer behavior in the mobile age
3.Geonetric’s agile approach
A brief overview
4.North Kansas City Hospital
A cardiac campaign case study

9. Hard Wired
The first 25 years of the
World Wide Web

10. Alta Vista, Yahoo launch1995
Google launches1998
MySpace launches2003
Facebook launches2004
YouTube launches2005
Broadband
emerging
Broadband
widespread
56k dial-up

11. Alta Vista, Yahoo launch1995
Google launches1998
MySpace launches2003
Facebook launches2004
YouTube launches2005
? ?

12. Bandwidth
+ Wireless access
Boundless content
consumption
Wi-Fi
Smart
Phones

13. Pulling the Plug
Consumer behavior in
the mobile age

14. Your healthcare prospects wake
to their smart phone…

15. …and make social connections
before they get out of bed

16. Their smart phone is their
“newspaper”…

17. …and their “newspaper”
plays videos

18. Their smart phone is their
favorite magazine…

19. …and that magazine
links to online content

20. Their smart phone is also
their “television”…

21. …which serves up Web content

22. Their “television”
plays music…

23. Just like their favorite radio station…

24. …which links to Web content and
serves up visual ads

25. Newspaper
Mail
Television
Radio
Magazine
Traditional media continues to
converge — ONLINE

26. And your prospects are following this trend

27. How do we deliver marketing
campaigns online?

28. We rely on tried and true methods
• Great creative — clear concepts
• Compelling calls-to-action
• Frequency of message
• And…

29. Good media strategy

30. But today, we execute
much differently

31. Geonetric’s Agile Approach
A brief overview

32. We rapidly ideate

33. We strategize,
concept, design, and build
Sometimes all at once

34. In-process work is of no value
Value lies in completed work

35. Build something
that moves the bar
Testing takes place “live”
with real users

36. Keep what works
Throw away what fails

37. Step one:
Establish a specific goal
Increase number of Calcium Scoring Heart Scans
by 18 per month over prior monthly
average of 180

38. Step two:
Establish a timeframe
90 days starting March 17, 2014

39. Step three:
Establish a budget
$72,000 plus outside expenses

40. Return on investment
Expected and proven
Progress was reported to
North Kansas City Hospital weekly

41. North Kansas City Hospital
A cardiac campaign case study

42. Why this campaign for this service line?
• Win for online marketing
• Attainable call-to-action
• Good working relationship with internal stake
holders
• Measurable outcome – Proof that our methods
worked

43. Foundational Elements
Landing Page | Banners | Testing

46. Heat map testing
Ensures that visitors are clicking
on the proper areas with
minimal abandonment. Hotter
colors indicate higher click
frequency.

47. Scroll map testing
Allows us to learn what sections
of the page users are focusing
on. White indicates highest
focus.

48. Confetti mapping
Allows us to attribute clicks to
specific referrers.

49. Early PPC and Facebook Ads

53. Early Facebook Posts

55. The Organic Nature of Social Media
Modifications to concepts based on Facebook user engagement

67. Mother’s Day Facebook Post

69. 83 Sign Ups in 48 Hours!

70. Sign Up Overload!
North Kansas City Hospital’s social media responsibility

72. Time To Test Your Ticker
New concept emerges two weeks into campaign

73. TestYourTicker.com
User-friendly domain name is registered and incorporated into new creative

74. Typical use of
TestYourTicker.com
domain name

77. Sam Caloroso,
“Medium please
but not too
much.”
Boosted Facebook
post targeting
Gender
Men
Interests
Bacon
Full breakfast
Sausage
Hot dog
Ham
Hamburger
Burrito
Quesadilla
Enchilada
Nachos
Beer
Fried chicken
KFC Kentucky Fried Chicken
Stress management
Parenting teenagers
Smoking
Tobacco smoking

79. Consistently hitting 80 or more
signups with each Facebook
boosted post

85. Campaign Results

86. Unprecedented engagement

87. Goal
Increase number of Calcium Scoring
Heart Scans by 18 per month
(54 for three months)

88. Actual results
493 additional sign-ups in first
three months

89. Questions?

90. Case Study Available

91. Join Us Next Month!
Build a Simple SEO Strategy That Google Will Love
Thursday, August 21, 2014 — 3:00 PM
It’s time to forget the terms “keyword stuffing” and “keyword density”. Google’s
Hummingbird updated placed a focus on understanding words, their meanings
and how they relate to a query from a search user’s perspective. From here on out
your SEO strategy should be about fresh, original content. Using healthcare
examples, we’ll explain how to build a successful SEO strategy and ensure the
basics of SEO are always in place for the content you create. You’ll learn why being
active and producing content across the Web that points back to your website is
one of the best ways to help your SEO efforts.

92. Bill Basler
319.730.7939
Bill.Basler@geonetric.com
www.Geonetric.com
Geovoices.com
@bill_basler

93. The End