industry insights from geonetric’s 2019 healthcare digital ... · email or marketing automation...
TRANSCRIPT
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Industry Insights from Geonetric’s 2019 Healthcare Digital Marketing Trends Survey
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The Survey
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What makes this survey unique?
• In partnership with eHealthcare Strategy & Trends• Largest survey of digital marketing in healthcare• Look at how leading organizations act differently• Compare vendor insights to provider responses
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Alan ShoebridgeDirector of Marketing
Salinas Valley Memorial Healthcare System
Advisory Board
Andrew RaineyExecutive VP, Strategy &
Corp DevelopmentBinary Fountain
Andy GradelDirector, Digital Marketing
Wolters Kluwer Health
Ed BennettFounder
MarTech.Health
Jared JohnsonFounder & Brand
Building ConsultantUltera Digital
Josh SnowDirector, Interactive
Marketing Abington-Jefferson
Health
Laura DeSmethSenior Director of
Digital CommunicationsMedical City Healthcare
Matt HumphreyPresident
Plain-English Media
Michael VanPuttenDigital Media Supervisor
Bronson Health
Patrick KaneSenior VP, Marketing,
Communications & Business Development
Cape Cod Health Care
Tony HuthPresident & Co-Founder
Medicom Health
Richard RinaudotDigital Marketing Director
Adventist HealthCare
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6
8
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14
-40
-37
-32
-28
-27
-26
-25
-22
-21
-20
-19
-17
-16
-15
-14
-13
-12
-11 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 27 28 29 32 33 35 37 38 40
Score
Leader/Laggard Score Distribution
Laggard Average Leader
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Performance by Function ScoredLaggard Average Leader Overall L/L Delta
Social media -0.23 0.68 1.37 0.63 1.61General website management -0.40 0.57 1.25 0.50 1.65
Digital advertising -0.32 0.39 1.24 0.46 1.56Design -0.42 0.52 1.20 0.46 1.62
Accessibility -0.23 0.42 1.11 0.45 1.35Content development -0.46 0.45 1.24 0.43 1.70
SEO -0.42 0.45 1.15 0.42 1.58Digital strategy -0.54 0.29 1.32 0.38 1.86
Video production -0.25 0.36 0.98 0.38 1.23Development -0.56 0.37 1.18 0.36 1.74
Content marketing -0.60 0.42 1.14 0.34 1.75Local search or business listing management -0.42 0.31 0.98 0.31 1.40
Hosting -0.27 0.20 0.82 0.26 1.10UX -0.65 0.34 1.02 0.26 1.67
Project management -0.20 0.10 0.82 0.25 1.02Analytics -0.42 0.16 0.84 0.21 1.26
Online reputation management (incl. ratings/reviews) -0.52 0.06 0.86 0.15 1.38CRM -0.82 -0.40 0.54 -0.21 1.35
Email or marketing automation -0.95 -0.31 0.47 -0.24 1.42Mobile app development -1.15 -0.46 0.34 -0.41 1.49
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Redesigns
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Laggard Average Leader Overall
No plans to redesign 31.15% 26.47% 37.93% 31.55%
Planning 31.15% 29.41% 20.69% 27.27%
In progress 16.39% 20.59% 12.07% 16.58%
Recently completed 21.31% 23.53% 29.31% 24.60%
Plans to redesign main site?
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No plans to redesign Planning In progress
Recently completed Overall
No plans to change 91.07% 60.87% 60.00% 60.00% 70.66%
In progress 0.00% 4.35% 36.00% 0.00% 6.59%
Planning 3.57% 30.43% 4.00% 7.50% 11.98%
Recently completed 5.36% 4.35% 0.00% 32.50% 10.78%
Plan
to ch
ange
CM
S fo
r mai
n si
te?
Plan to redesign main site?
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(1.5) (1.0) (0.5) - 0.5 1.0 1.5
Virtual assistant apps (Siri/Alexa skills)
Mobile apps
Online chat/Chatbots
Health assessments
Multilingual content
ER/Urgent care queueing
Quality transparency or reports
Pricing transparency or cost calculator
Personalization
CRM integration
Online class/event registration
Physician ratings and reviews
Appointment scheduling for current patients
Appointment scheduling for new patients
Online bill payment
Online forms
Provider directory
Importance of Website Features (Overall)
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Personalization
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0%
10%
20%
30%
40%
50%
60%
70%
80%
Not usingpersonalization
Mobile appWebsiteOnline advertisingPatient portalPrinted mailingsEmail
Where Personalization is Used by Leader/Laggard
Laggard Average Leader Overall
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Geography Traffic source orcampaign
User behaviors User-providedpreferences
Signed-in/Individuallyidentified users
Information provided byyour CRM system
Other (please specify)
Methods of Personalization by Leader/Laggard
Overall Leader Average Laggard
Note: This question had a small number of respondents (N=14)
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Strongly Agree, 2%
Agree, 43%
Neutral, 43%
Disagree, 9%
Strongly Disagree, 2%Strongly disagree,
24%
Somewhat disagree, 12%
Somewhat agree, 25%
Strongly agree, 7%
Unsure, 32%
Our organization can demonstrate that website personalization has improved the performance of our digital marketing.
2018 2019
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Business Listings
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Goals
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Laggard Average Leader Grand TotalConsumer experience 1.12 1.19 1.35 1.22
Consumer engagement 1.06 1.13 1.27 1.15 New patient recruitment 1.11 1.01 1.23 1.11
Patient satisfaction 1.14 0.99 1.17 1.10 Consumer awareness 0.97 1.06 1.05 1.03
Return on investment (ROI) 0.94 1.04 1.12 1.03 Revenue 0.97 0.89 0.96 0.94
Profitability 0.87 0.81 0.95 0.87 Community relations 0.67 0.50 0.51 0.56
Physician engagement 0.48 0.39 0.65 0.51 Employee recruiting efforts 0.31 0.58 0.55 0.48
Fundraising/giving 0.09 0.24 0.09 0.14
Importance to Digital Marketing Success
(Average of scored responses: Not at all important = -2, Slightly important = -1, Neutral = 0, Very important = 1, Extremely important = 2)
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-
0.20
0.40
0.60
0.80
1.00
1.20
1.40
Gap Analysis - Importance Vs. Ability To Demonstrate
Importance Overall Ability To Demonstrate Overall
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68.91%
32.77%
26.05%
23.53%
14.29%
1.68%
8.40%
Lack of tools/infrastructure
No formal justification required (no one’s asking)
Lack of expertise
Need an easier way
Too time consuming
ROI not positive/improving
Other
0% 20% 40% 60% 80% 100%
Reasons for Lack of ROI Reporting
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Budgets
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Decrease, 11.43%
Remain the same, 53.81%
Increase, 34.76%
Expected Change in Overall Marketing Budget
Decrease Remain the same Increase
Decrease, 5.09%
Remain the same, 30.56%
Increase, 64.35%
Expected Change in Digital Marketing Budget
Decrease Remain the same Increase
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Decrease Remain the same Increase Grand Total
Decrease 45.83% 0.00% 0.00% 5.31%
Remain the same 41.67% 42.73% 10.96% 31.40%
Increase 12.50% 57.27% 89.04% 63.29%
Expe
cted
Cha
nge
in D
igita
l M
arke
ting
Budg
etExpected Change in Overall Marketing Budget
Changes in digital marketing budgets
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Laggard Average Leader Overall
Less than 20% 42.59% 26.15% 17.54% 28.41%
20-40% 29.63% 44.62% 52.63% 42.61%
40-60% 16.67% 20.00% 19.30% 18.75%
60-80% 5.56% 7.69% 10.53% 7.95%
More than 80% 5.56% 1.54% 0.00% 2.27%
Percent of Marketing Budget Dedicated To Digital
% o
f Mar
ketin
g Bu
dget
De
dica
ted
to D
igita
l
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Team Size and Organizational Structure
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Leader
Average
Laggard
Overall
Staffing Type by Leader/Laggard
Primarily generalists Mostly generalists Mix Mostly specialists Primarily specialists
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19.7 18.9
24.5
20.9
9.2511
20
14
0
5
10
15
20
25
30
Laggard Average Leader Overall
Team Size by Leader/Laggard
Mean Median
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3.7
12.6
29.9
20.521.7
2.0
7.5
21.0
17.0
20.0
0
5
10
15
20
25
30
35
Primarily generalists Mostly generalists Mix Mostly specialists Primarily specialists
Team Size by Generalist/Specialist
Mean Median
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Laggard Average Leader Overall Content development 1.68 2.04 2.19 1.98
Content marketing 1.52 1.67 2.28 1.82 General website management 1.48 1.83 2.10 1.80
Project management 1.45 1.21 2.05 1.56 Digital strategy 1.16 1.39 2.10 1.56
Web development 1.33 1.20 1.92 1.48 Digital advertising (including paid social and search) 1.11 1.45 1.44 1.33
Video production 1.02 1.29 1.46 1.26 Social media and community management 1.03 1.19 1.51 1.25
CRM 0.90 1.28 1.48 1.22 User experience 0.88 0.99 1.63 1.16
Analytics 0.88 1.11 1.30 1.10 Web design 0.94 1.05 1.12 1.03
Online reputation management (incl. ratings/reviews) 0.78 0.75 1.52 1.01 Email or marketing automation 0.77 1.02 1.09 0.97
Search engine optimization (SEO) 0.80 0.89 0.99 0.89 Local search or business listing management 0.64 0.69 1.18 0.83
Web accessibility 0.84 0.73 0.90 0.82 Mobile app development 0.33 1.44 0.57 0.80
Web hosting 0.73 0.52 0.98 0.74Total 20.27 23.75 29.81 24.62
Average FTEs by Role and Leader/Laggard
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-10% 0% 10% 20% 30% 40%
Web hostingProject management
Mobile app developmentWeb accessibility
General website managementLocal search or business listing management
AnalyticsWeb design
Web developmentUser experience
Search engine optimization (SEO)Social media and community management
Email or marketing automationOnline reputation management (incl. ratings/reviews)
CRMContent development
Content marketingVideo production
Digital strategyDigital advertising (including paid social and search)
Top Areas for Growth
Decrease Increase
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C__O12%
Vice President
23%
Director46%
Manager15%
Unclear4%
Highest Level Executive Responsible for Digital Marketing
0% 20% 40% 60% 80% 100%
C__O
Vice President
Director
Manager
Unclear
Digital Marketing Ownership by Department
Marketing Communications PR IT Finance Other
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Final thoughts
• The report is coming soon! – Sign up at www.geonetric.com/waitlist
• Score yourself – which group is your organization in?• Use the data for your planning.• Use the data to fight for competitive resources!