bridge the gap between online and offline - ben dillon

BRIDGE THE GAP BETWEEN ONLINE AND OFFLINEBEN DILLON, MBA VICE PRESIDENT & EHEALTH EVANGELIST | GEONETRIC

January 2013 Webinar

HAVE YOU RENEWED YOUR MEMBERSHIP FOR 2013?

Up to 7 individuals from your organization can join for $199! Visit Ishmpr.org to renew.

SAVE THE DATE! 2013 joint conference Oct. 23-25 in Lake Geneva with Wisconsin

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As an affiliate of the Illinois Hospital Association (IHA), we are a group of healthcare marketing and communications professionals dedicated to offering networking, recognition and educational opportunities for professionals in the fields of healthcare public and community relations, marketing and affiliated services.

BRIDGE THE GAP BETWEEN ONLINE AND OFFLINEBEN DILLON, MBA VICE PRESIDENT & EHEALTH EVANGELIST | GEONETRIC

January 2013 Webinar

WHO AM I?Ben Dillon, MBAVice President & eHealth EvangelistGeonetric, Inc.

Ben is a Vice President at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations and what it all means to our healthcare clients and the industry as a whole. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce and chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years.

WE HELP HEALTHCARE ORGANIZATIONS LIKE THESE

Knowing how to best connect with your growing mobile audience can be challenging. Everything’s changing so fast it’s easy to feel like you’re always playing catch up. As consultants to the healthcare industry for more than 13 years, Geonetric has helped dozens of hospitals create mobile strategies that really work. This white paper is modeled after conversations we have with hospital marketers every day, providing the context and background to help you understand today’s mobile landscape. You’ll learn more about the changes in mobile technologies, understand the different ways to approach mobile and – most importantly – be able to determine the right course for your organization.

The Future of Mobile is Here

WHITE PAPER AVAILABLE

Tweet @Benatgeo or email Ben.Dillon@Geonetric.com for a copy!

POLL QUESTION:HOW ARE YOU APPROACHING

THIS WEBINAR?

LET’S BEGIN WITH A STORY…

HEALTH CONSUMERS ARESPENDING MORE TIME ONLINE

ARE YOU?

AwarenessBanner adsSEO/SEMEmail promotionsSocial media marketingMobile adsYouTubeOnline word of mouth

ConsiderationEmailsInteractive quizzes/HRAs Landing pagesBlogsMicrosites

ServiceOnline storeClass registrationsOnline chatTablet and mobile appsCall centerAppointment requestsKiosks

LoyaltyFacebook TwitterForumsChatBlogsEmailMobile apps

ONLINE AD CAMPAIGN 1.0• 12 flash ads/20 text ads

• Online ads on 30+ sites, including:– Parents.com, Revolutionhealth.com,

Facebook and Google

• Results– 200 new site visitors

– Overall call traffic increased 62%

– Call volume from 17 states increased• 11 new states had call center

activity that had never received a single call before

BETTER TOGETHER• Digital communications brings:

– More touch points– Broader reach– Excellent targeting

– Low cost per impression– Better data– Ability to change and adapt

THE PLANNING PROCESS

POLL QUESTION:HOW DOES THE WEB FIT INTO YOUR MARKETING PLANNING PROCESS?

FUNDAMENTALS1. All Web projects must go through the Web

team

2. Co-locate your teams

3. Web staff presence at staff meetings

4. Be part of the process

TYPICAL PLANNING PROCESS

Master Calendar

Strategic themes come down from on

highGoals Campaigns

Creative Brief

Budget Tactics Timeline

Audiences Messages Tone and Voice

CREATIVE BRIEF• What statistics or research can help us develop our strategy?

• What is the goal of your campaign?

• Who is your audience?

• Why are they interested in this program or service?

• What channels can we use to reach these audiences?

• What are the messages that will resonate with each audience?

• How will we measure the success of this campaign?

• Key performance indicators?– Leading indicators vs. lagging?

???

MARKETING PLAN

Landing Page

Pay Per Click

Social Media

TV

Radio

Billboards

TrackableConversion

Continuum

URLs on our marketing Digital-centric strategy

ONLINE/OFFLINE INTEGRATION

THE TRADITIONAL CAMPAIGN PLAN

Months of work, and then it all goes live!

WHAT DIGITAL BRINGS TO THE PARTY

AGILE MARKETING EXAMPLECROZER-KEYSTONE COLONOSCOPY

CAMPAIGNNarrow, focused goals:

Avg. of 3 colonoscopies per weekOver 3 months (then extended)

CONTENT PAGE UPDATESBefore After

REVAMP LANDING PAGE• Create new colonoscopy

content

• Create new page layout featuring “on-page” short form

• Directed first round of PPC ads to this landing page

SOCIAL MEDIA CAMPAIGN COUNTDOWN TO

HALLOWEEN

FLOWS THROUGH ALL SOCIAL MEDIA CHANNELS

TARGETED PPC ADS

RADIO/PANDORA

TV

HOLIDAY EMAIL CAMPAIGN• Three Different Messages

• Three Different Audiences

• Each drive to complementary landing page

• Trackable phone number

Healthplex

Women’s Wellness

Healthy Living After 50

WE CAN MEASURE EVERYTHING

ONLINE!

A/B TESTING WITH LONG

FORM• Same ads as original PPC

campaign

• Campaign landing page: also identical to original PPC campaign, except for right panel

REDESIGNED FORM BASED ON ANALYTICS

Before After

Landing Page

Adwords

Landing Page

Email

Radio

TV Landing Page

Landing Page

Phone

19 calls

6 calls

5 calls

0 calls

Pandora

TBD Forms

TBD Forms

TBD Forms

TBD Procedures

TBD Procedures

TBD Procedures

TBD Procedures

TBD Procedures

TBD Procedures

TBD Procedures

QUESTIONSContact Ben:

800.589.1171

Ben.Dillon@geonetric.com

www.Geonetric.com

Geovoices.Geonetric.com

@benatgeo

Pinterest.com/benatgeo

THE END