g/o sales summit: connecting wellness

2016 Sales Leadership Summit Powered by G/O DIGITAL 1#GoSummit2016

Connecting WellnessAn Omnichannel Approach To Intersecting Those In

Need Of Healthcare

By: Heath Ellison

[email protected]


Connecting WellnessAgenda

• The Patient Journey Is Often Complex • Influencing Factors Towards Conversion• Keys for Success in 2016• Identifying Advertising Solutions • Case Studies


Source:Google/Compete HospitalStudy

The Patient Journey Is More Complex Than Most


In 2015 Ad Spend Was Mismatched with Consumer Behavior

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

Digital TV Radio Print

TimeSpent

AdSpend

Source:eMarketer - ShareofaveragetimespentperdaywithselectmediabyUSAdults18+vs.AdSpendingShare2015-2017


Offline Media Drives Online Action

Source:Google


Digital Is A Key Component To Patient Conversion



Patient Research Sources



Many Factors Influence Conversion• Reputation• Specific Features of Facility• Accepts Insurance• Behavioral• Emotional• Socioeconomic• Distance• Physician Referral

• Generational• Urgency of Need• Friend/Family Recommendation• Availability• Seasonal• Expertise/Awards• Perceived Competence• And more…


Level of Wellness Can Influence Conversion

heatlhforall.blogspot.com/UniversalHealthandWell-being


G/O Digital Intersects Patients & Wellness With:

• Websites• SEO• PPC• Social• Email

• Video Ads• Maps• Display• Brand Building


Patients Consume Marketing Differently Across Service Lines.

Consider These When Suggesting Solutions:

• Urgency Of The Patient’s Need/Treatment• Is Long Term Care Necessary For Recovery• Will The Patient Need To Pay Out Of Pocket• Are Regular Follow-Ups Required


The Best Results Come From Media Mixes Tailored To Patient’s Needs Across Service Lines:

Emergency Dentist: • Search in moment of need• Closest listings considered • Immediate availability is ideal

Solutions:• PPC• Maps• SEO

Cancer Treatment:• Heavy research for treatment• Reviews & Survivor Testimonials• Videos of Procedures• Competing For Top Of Page

Solutions:• SEO• Content Generation• Social • Retargeting


Website Best Practices• Speak to helping patients’ needs first• Simplify language regarding treatments

and procedures• Links to social allow for quick access to

review source• Patient testimonials to help consideration

move to conversion• Leverage online scheduling plug-ins• Provide multiple ways to contact: phone

& email/form• Ensure site is mobile optimized


Source:Google- TheNewHealthJourney


Search Advertising Keys For ConversionG/O Digital focuses on:

• Quality Score• Relevancy, historic CTR, overall performance

• Ad Rank• Focus on conversions and the top 4 spots

• Max Bids• What is the max we will spend to hold our position

• Service Line Keyword Mixes• Relevant Ad Copy With Call To Action

• This is relevant to match the content on the destination page and the search query• Extensions To Enhance Patient Experience & Overall Performance• Mobile Efforts• Display

• Low CPC’s allow for low CPL’s of those in research ready to take action


Mix Keyword Lists To Meet Patients In Need



Leverage Empathy In All Channels’ Narratives

• Create a holistic patient experience by considering harmonious language across every channel

• Consider how the patient may start their journey to wellness• Implement relevant & relatable messages resonate to potential

patients on their path to conversion• Deepen your connection by showing empathy to what the patient

may be feeling


Micromoments Are Intent Rich Opportunities


Patient Behavior On Mobile



Video

• YouTube is the second largest search engine after its parent company, Google

• Videos are known to have a 53 times higher chance of getting a front-page Google result compared to plain text

• Video aids with keeping your client’s service top of mind• Use video on your landing page to leverage visuals for

conversion


41% Of Consumers Say Social Media Would Affect Their Choice Of Doctor, Hospital, Or Medical Facility


Social Allows Patients To Peek Into Our Clients Facility & Culture• Regular Posts Can Keep Patients Informed & Empowered• Social Humanizes The Practice• Posts Of Insightful & Meaningful Content Drive Engagement• Allows Us To Target Personas, Demographics, & Interest• Highlight Reviews To Help New Patients In Consideration• Legitimizes The Practice/Provider to Consumers


Medical Case Study: Orthopedic Surgeon

• Products consisted of SEO, PPC, and Social• 15,000,000 impressions made in 1 year• 30,000 actions taken by targeted patients• PPC & SEO efforts generated a CPC of $.45• CTR of 3.09%• 60+ leads in one 90 day period


Medical Case Study: Oral Surgeon

• Leveraged Social, SEO, and PPC to target high end audience• Started with little to no presence• Ended with first page presence for all its top performing keywords• 1,000,000 impressions made on 1 FB Ad alone• 3,000+ phone calls• 2,100 form fills• 7.62% CTR


Patients Spread The Word About Their Experience


g/o sales summit: connecting wellness

Health & Medicine