bridge the gap between online and offline - ben dillon
Upload: illinois-society-for-healthcare-marketing-and-public-relations
Post on 31-Oct-2014
692 views
DESCRIPTION
TRANSCRIPT
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
Healthcare Public Relations & Marketing Society (WHPRMS)
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 [email protected] 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
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
www.Geonetric.com
Geovoices.Geonetric.com
@benatgeo
Pinterest.com/benatgeo
THE END