healthcare & lead generation: how to target health consumers online
DESCRIPTION
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 online2. The key benefits of using Google AdWords to target and engage health consumers3. Lead generation best practices to optimize your website for high conversionsTRANSCRIPT
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Presented byJessica Liu, Twitter @jaielle
EMG, Digital Marketing Manager&
Isaiah JonesGoogle, Account Manager
Follow @EMGtheagency, #EMGleadgen
HEALTHCARE AND LEAD GENERATION:How to Target Health Consumers Online
Healthcare Webinar Series
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Welcome!
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About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Link to be sent to attendees
Presentation posted to EMG Knowledge Center
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About EMG & Core Competencies
• Full-service interactive marketing agency• Headquartered in Orange County, CA• Established in 1999• Clients Include:
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STRATEGY
Research, Planning & Analysis
EXPERIENCE
Personalization, Engagement & Entertainment
RELATIONSHIPS
Awareness, Influence & Social Marketing
PERFORMANCE
Campaigns, Testing & Intelligence
TECHNOLOGY
Development, Customization & Integration
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Presenter Introductions
Search & display advertising professional Focused on lead generation/customer acquisition and
customer retention Experienced in social media and content strategy Works with clients in multiple verticals: Healthcare, Higher
Education, and Entertainment
Online advertising professional Currently managing a book of Healthcare clients with
annual spend exceeding $14M Extensive experience and background with clients in the
Hospital, Cosmetic Surgery and Family Planning spaces Specializes in research and strategy
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Jessica Liu,EMG, Digital Marketing
Manager
Isaiah JonesGoogle, Account Manager
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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
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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
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Audience Poll7
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Health Search Landscape
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Americans Are Spending More Time Online Finding Health Information
8 in 10Internet Users
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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
have looked online for health information.
– Pew Internet & American Life Project, 2010
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Finding Health-related Information is on the Rise
80-89% of people ages 18-64 find Health Info Online
70-79% of people ages 65-73 find health info online
And 50-59% of people ages 74+ find health info online
Source: Pew Internet & American Life Project, Generations Online 2010
FACT Finding health information online is the 3rd most popular activity following Email and Search
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Types of Health and Wellness Information Searched for Online
Source: iCrossing: How America Searches – Health and Wellness, 2008
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Demographic Differences on Health-related Searching Activity
Source: iCrossing: How America Searches – Health and Wellness, 2008
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
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Symptoms and Diseases Drive Consumers Online
Source: iCrossing: How America Searches – Health and Wellness, 2008
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
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Search Engines are the Leading Online Health Resource
Source: iCrossing: How America Searches – Health and Wellness, 2008
Almost 70% of online adults have used search engines to search for health-related information
46% have navigated to health portals like WebMD
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Demographic Insight: Baby Boomers (born between 1946 and 1964)
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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)
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)
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Demographic Insight: Mothers are Online!
Source: 21st Century Mom Insights, Baby Center, June 2009Audience Insights: communicating to Moms, CDC 2009
Engaging Mom Blog Readers with the Right Ads, eMarketer, September 15, 2010
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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.
Moms spend 3-10 hours a week reading mom blogs
Most moms go online daily, and more than 50% go online more than 20 times per week.
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» Conversion and results
» Keyword targeting
Benefits of Understanding Health Trends Online
Understanding health user search behavior informs:
» Ad messaging
» Website content
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Overview of Lead Generation
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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
WEBSITE
LANDING PAGE
MICROSITE
CALL CENTER/SALES
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How Search Engine Marketing Fits in Your Digital Marketing Mix
DIGITALMARKETING
SEM(Instant Lead Generation)
DISPLAY(Brand Awareness)
SEO(Organic Search Results)
EMAIL(Outbound)
SOCIAL MARKETING
(Viral / Community)
SOCIAL LISTENING
(Perception and Brand Management)
MOBILE MARKETING
(Lead Gen & Awareness)
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Online Lead Generation
Source: Sirius Decisions, 2009
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!
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Acquisition Funnel
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Lead Acquisition Process
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Google AdWords
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• 41% use the Internet as the first source to research hospitals• Hospital websites and search engines used most for hospital
research
Consumers Are Researching Hospitals Online
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 HospitalSource: OTX & Google Custom Hospital Study, June 2009
First Source Used to Research Hospitals Online Resources Used to Obtain Information on Hospitals
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Paid Search is Very Effective for Lead Gen
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• Gear up for the seasonal peak in searches April through May
Hospital Related Queries on Search Are Growing
Source: Google Internal for the Hospital & Treatment Centers category, January 2008 – November 2010;.
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Urgent Care Related Searches Showing Strong YoY Growth
Source: Google Internal for the Hospital & Treatment Centers category, January 2008 – November 2010;.
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Search captures interest, Google Display generates it
YOUR AD
HERE
Text AdsEasy implementation, less compelling
Image AdsAdditional effort, more engaging
A typical online user only spends 5% of time on search.What are you going to do with the other 95%?
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Display’s broad reach and tailored targeting
Demographic Targeting
Category Targeting
PlacementTargeting
Not only can we reach 70% of the online audience, we can target the right 70% for our advertisers
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What is Google Ad Planner?
A free research and media planning tool for agencies and advertisers to identify websites their target customers are likely to visit.
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Overview | Site profile page
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4
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1. Site overviewThumbnail view, site categories, advertising details and site description.
2. 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
3. Site demographics
4. 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!
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How does it work? • Free analytics solution reports
website visitor behavior
Benefits for Marketers• Understand who your visitors are
and where they come from
• Learn how visitors use your website and compare your website traffic against industry benchmarks
• Discover which visitors are likely to convert and how to attract more of them
• Optimize online and offline marketing by measuring post-click performance
Use Google Analytics to Run Better Lead Gen Campaigns
Learn more about Google Analytics: http://www.google.com/analytics
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Success With 1-800-DENTIST
What They Needed• To grow their referral customer base• To refine their messaging• To measure the effectiveness of their
advertising
What They Did• Started with Google AdWords in 2002• Tested different features and ad formats
to best support their goals• Organized their account into separate
campaigns for Google’s Search and Display networks.
What They Accomplished• Increased CTR• Refined Marketing • More Qualified Leads
“The key to effective advertising is reaching your audience in a cost-effective way. In that sense AdWords is the ideal tool – the ability to track the results inline is phenomenal, and we know exactly what type of return we see from each dollar we spend.”
Fred Joyal, co-founder and CEO, 1-800-DENTIST
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Digital Lead Generation Best Practices
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Lead Generation Best Practices Overview
1) 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
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Lead Generation Best Practices Overview
1) 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
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#1 Set your Objective & Define your Target Audience
What are your goals?– Think sales, leads, pipeline
How many per month: inquiries? Leads? Sales?
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#1 Set your Objective & Define your Target Audience
Who is your target audience?– Age, gender, family, influences
education, 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
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Define Target Audience: Online Searching and Browsing Behavior 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
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Lead Generation Best Practices Overview
1) 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
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#2 Create an Integrated Digital Marketing Strategy
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
Identify and Segment Audience
Strategic Communications &
Media Buy
Relevant & Usable Landing Page Strategy
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Digital Marketing Cycle
Research
Strategy
Digital Marketing Mix
Consistent and Relevant Web
Experience
Web Analytics
ROI / Value Calculation
Optimization
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Lead Generation Best Practices Overview
1) 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
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#3 Create a Search Campaign Strategy
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
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Lead Generation Best Practices Overview
1) 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
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#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
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Lead Generation Landing Pages
What is it?The webpage prospective patients arrive at after clicking on a link, usually a paid searchlink, or typing in a special web address foundon 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 #)
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Lead Generation Landing Pages
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
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Lead Generation Microsites
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 traditionalmarketing 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 #)
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Lead Generation Microsites
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 experienceto convert (videos, games, virtual tours, etc.)
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Relevant Keywords, Ad Copy and Landing Page
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
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Lead Generation Best Practices Overview
1) 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
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#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
• Form• Call
LEADGENERATED
• Visit• Billing
PATIENT IN CLINIC
• Online Spend • Value of Patient
ROI ANALYSIS
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Define Results & Measure ROI: Online Marketing Metrics
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
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Define Results & Measure ROI: Metrics Used by US Marketers
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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
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Lead Generation Best Practices Overview
1) 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
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#6 Continuous Testing and Optimization
A/B Testing
Multivariate Testing
Optimizations for Search Engines (SEO)
– Meta descriptions– Keywords– Relevant content– Linking – Anchor text
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EMG Case Study: St. Helena Recovery Center
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Case Study: St. Helena Recovery Center
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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
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Case Study: St. Helena Recovery CenterNavigation
Form
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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
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Case Study: St. Helena Recovery Center
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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
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Landing Page Evaluation
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Memorial Health System of East Texas
Recommendations: Minimize scrolling
– Keep important content above the fold
Maximize screen resolution– Majority of screen resolutions
are:1280x800, followed by 1024x768
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Current Height: 3,600+ pixels = more than 4.5 times the average screen resolution height
Below the Fold!
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Add Call-to-actioin
66Distinguish your most important call-to-action
Great!
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Make connecting with your social networks easier
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Great!
Stronger call-to-action:“Like us on Facebook” for updates on events. “Follow us on Twitter” for up to the minute infoIntegrate Facebook’s Social plugins:Add the Like Button to allow visitors to ‘like’ your page with one click
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Showcase important information
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New Patient Videos
Latest News
Patient Testimonials
Awards and Recognition
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Improve your site for lead generation
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If your goal is lead generation or to increase communication on your website, consider the following:
• Adding a Contact Us page or section on the home
page for general questions/feedback
• Adding a form consistent across your site
• Adding a phone number (call tracking)
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Key Takeaways
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People are spending more time online finding health information, specifically searching on search engines for symptoms, treatment, and disease/condition related information
Google AdWords and Analytics are great tools that allow you to track, and measure your online lead generation performance
Relevance is key! Make sure your keywords, ad copy, and site content are valuable for your target audience
Don’t know where to start? Work with a strategic partner to get started on planning an integrated digital marketing strategy and help you continuously optimize and measure performance
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Q & A
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-EARTHwww.visitemg.com
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