Make an impact with content

@lewisshields

We live our lives online

Health has a digital feedback loop

Our end goal

Right place! Right time! Right message! Right person!

Trigger based testing

Awareness! !!Interest!!!Desire!!!Action!

•  Content consumption •  Brand engagement •  Key words targeting and interests •  Data matching •  E-mail opens •  Location targeting

Optimising Primary IVF

Australian’s reached - 1,045,242 Engagements - 10,991 Clicks to website - 30,631 Conversions - 394

PR optimisation

Measurement is critical

Resulting in 830 appointment enquiries

= 12x campaign ROI

Continue to optimise

•  1 in 5 online adults have used voice search on their mobile in the last month via Global Web Index

•  Nearly 50% of people are now using voice search when researching products. via Social Media Today

•  50% of all searches will be voice searches by 2020 according to comScore

Continue to optimise

•  Develop content which answers a specific question – look for opportunity in your analytics

•  Use conversational keywords and focus on long-form queries

•  Q&A content holds out best

Take outs

There isn’t a linear customer journey – understand the audience, develop messages specific to its intent and use data and technology to trigger the right content at the right time. Being able to measure in the moment is critical to build and track impactful campaigns. Protect your investment by continuing to optimise content for changes in technology and consumer behaviour.