"digital is the new traditional" healthcare webinar
TRANSCRIPT
Digital is the New Traditional
(and the trends that make it so)
Welcome
Today’s presentation is brought to you by
Bluespire Marketing
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Featured Presenters, Speakers
Kimberly Morgan, Vice President of
Healthcare Strategy
Jackson Eng, Interactive Account
Manager
Jeff Nolan, Senior Account Executive –
Healthcare Market
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Agenda
Insights from Bluespire’s Proprietary Study
What’s New with Websites?
The Local Search/Social Landscape
Where Digital is Headed
Recommendations
Wrap-up / Questions
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INSIGHTS FROM BLUESPIRE’S
PROPRIETARY STUDY
The Opportunity
23.80%
16%
23.80%
20%
17%
3 hours or more
2 hours to less than 3 hours
1 hour to less than 2 hours
30 minutes to less than an hour
30 minutes or less
64% of respondents spend 1
hour or more with a specific
company’s app(s), social site(s)
or website.
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Healthcare Interactions
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27.70%
43.70%
52.80%
56.20%
53.30%
49.50%
63%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
Health & Fitness
Clothing & Retail
Food & Drink
Financial
News
Entertainment
Games
What types of companies do you interact with at least once per week?
Patient Experience Matters
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11.7% 10.5%
9.8%
7.3% 7.3% 6.8% 5.8%
17.5% 17.1%
7.5% 7.0% 6.6% 6.6%
4.9%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
What feature do you like least?
What features do you like most?
Healthcare Engagement with Apps/Websites
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45.30%
54.70%
33.00%
67.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Yes No
2014
2015
Healthcare Engagement with Apps/Websites
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26.50%
44.10%
22.10%
7.40%
28.30%
40.40%
27.30%
3.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Everyday A few times a week
A few times a month
A few times a year
2014
2015
Mobile Healthcare Preferences
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Most Important for Email
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54.0% 51.7%
42.0% 39.7% 39.3% 38.3%
31.0%
24.7%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
2015
WHAT’S NEW WITH WEBSITES?
Catch Me If You Can: Website Speed
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47% of people expect a Web page to
load in two seconds or less
40% will abandon a page if it takes more
than three seconds to load
50% of mobile users will abandon a page
if it doesn’t load in 10 seconds
Three in five won’t return to the site
What’s Slowing You Down?
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CMS plugins
Not optimized properly for images
Flash/JavaScript-based functionality
Poor quality CSS
Poorly-written server side code
SQL queries
Old versions of server (side software)
Inefficient server (side caching)
The State of Web Security
Biggest threat to websites: theft of data
Website risks are often being ignored
No accountability for Web security
Insufficient resources allocation
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33%
67%
Is the level of your website security budget sufficient?
Yes
No
Security Quick Wins
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Defending against hackers Conduct regular and automatic patching
Update your browsers
Train employees and show them potential dangers
Change HTTP to HTTPS
Thinking Big Picture
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Organizational governance structure
Corporate information security policy
Policy
Standards
Procedures
Documentation
Data encryption and handling
Poll: Does Parallax have any impact
on healthcare?
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1. It will change what consumers expect, but
isn't viable in any way for healthcare orgs.
2. We may incorporate elements of Parallax for
a microsite or landing page, but not our main
website.
3. Our next website might carry some elements
of Parallax.
4. Our next website will carry every element of
Parallax.
LOCAL SEARCH LANDSCAPE
Owning the Local Landscape
Local search made a major shift in 2015
with the Google’s Pigeon update
Owned local content vs. local listing citations
Location and proximity is a bigger factor
in top mobile results
Consistency in name, address, phone
and URL must be addressed
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Local Search Leads to Action
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Own Your Results
Make it easy for patients
to find facilities
Provide click to call and
location information in
SERPs & on-site
Leverage RWD to
provide ease of access
for all devices
Optimize service line
content at location level
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Click to call
in PPC
Easy
access to
locations
Click to
call on site
Pertinent info
displayed
Mobile-first is Google-friendly
GoogleBot needs to detect that the site:
Avoids software that is not common on mobile devices, like Flash
Uses text that is readable without zooming
Sizes content to the screen so users don’t have to scroll horizontally or zoom
Places links far enough apart so that the correct one can be easily tapped
29 Source: http://searchengineland.com/google-officially-launches-mobile-friendly-labels-mobile-search-results-208949
Mobile Matters
Real estate is limited Need to cover bases
Organic, PPC, Local, Directories
Use schema markup for
locations/nearest location
Proximity is a factor
Provide content in mobile
hierarchy
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Mobile Drives Acquisition
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68%
of consumers on smartphones used
the get directions or call button on a
smartphone local listing.
61%
of mobile searches result in a phone call
70%
of mobile searchers have used the
call button directly from Google ads
to call businesses
Source: Google
Optimize the Local Ecosystem
Consistency is critical
across all channels Organization’s Website
Local Search
Local Directories/Listings
Physician Directories
83% of patients use
Google to find a doctor
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Quick Tips
Follow retail approach to
optimizing location and
details on-site
Ensure top local listings and
directories for industry exist
and are accurate
Take ownership of all local
listings
Optimize for mobile
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WHERE DIGITAL IS HEADED
Digital Budget as % of Company Revenue
2.4
2.3
2.8
3.9
2.5
2.2
2.5
0 1 2 3 4 5
Financial Services/Insurance
High-tech
Manufacturing
Media
Retail
Healthcare
TOTAL
By Industry
By Industry
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Changes in Digital Spend
8.20% 9.00%
7.40% 7.70% 8.20%
10.80% 10.70% 11.50% 11.20%
9.00%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Overall B2B Product
B2B Services
B2C Product
B2C Services
Feb. 2014
Aug. 2014
Source(s): The CMO Survey, 2014 (http://cmosurvey.org/files/2014/09/The_CMO_Survey-Highlights_and_Insights-Aug-2014.pdf) 36
70/20/10 Rule
70% Traditional “Traditional” or “low-risk” marketing initiatives
Low-risk = you know they work
Day-to-day activities no one questions
20% Innovation Proven to work in “traditional” but targeted to specific audiences
Blogs for service lines/boosting SEO or digitizing patient instructions
10% Experimental “Fail fast” with new initiatives like Google Helpouts
If successful, could become part of the 20% or 70% eventually
Source(s): http://haleadvisors.com/what-coca-cola-can-teach-hospitals-about-marketing-budgets/ 37
Modernizing the Healthcare Consumer Experience
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Beacons - Healthcare
Beacons are a low-cost piece of hardware that use
battery-friendly, low-energy Bluetooth connections to
transmit messages directly to a smartphone or
tablet.
Next Big Thing: Beacons: What They’ll Do For Retail
Patient information
Equipment tracking
Staff tracking
Hospital navigation and contextual information
Automated check-in for regular patients
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FINAL RECOMMENDATIONS
What’s a Healthcare Marketer To Do?
1. Stay on top of consumer trends in order to advocate for your audience—and what they need from your organization.
2. Commit your org to gaining a deeper understanding of your core users and identify opportunities to better serve their needs.
3. Catalog outcomes and map those outcomes to current product and service offerings.
4. Don’t underestimate the significance of the mobile channel. Make every experience mobile.
5. Seek to automate tedious manual processes.
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A Parting Thought for the To Do List
Watch for Bluespire’s Springboard …
coming April 2015.
What can you expect?
Assess your current capabilities
Determine a roadmap for your dollars
Identify where you’re having the most impact
Share marketing insights with your ELT
Partner with Bluespire to gain traction in
opportunity areas
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WRAP-UP / QUESTIONS
Thanks for joining us today!
Join Us for the Next Quarterly
TrendLab Webinar …
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Content Trends for Highly Regulated Industries
Thursday, June 18, 2015
2 p.m. EST / 1 p.m. CST / 11 a.m. PST
Content is King:
Wear the Crown with Ease
Questions? Discussion?
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