Search Marketing Rules for Healthcare Organizations

Denise MalingEVP, AIS Media, Inc.

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WEBINAR: Wed, June 18, 2014 2:00 PM (EST)

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Clients - growing companies, leading brands, Fortune 500

Key industries - Healthcare, Financial, Technology

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Atlanta, GA Dallas, TX

SOCIAL

STRATEGY

CRM & MA

ANALYTICS

SEARCH

CONTENT

DESIGN

EMAIL

SOCIAL

STRATEGY

CRM & MA

ANALYTICS

CONTENT

EMAIL SEARCH

DESIGN

TOP 3 GOALSfor Search Marketing

1. Amplify brand awareness = Visibility

2. Drive the right website traffic = Intention

3. Increase visitor conversions = New Patients

THE NEW RULESOF SEARCH

ENGINE MARKETING

Google’s Panda algorithm

is designed to prevent sites with

poor quality content from working their way

into Google’s top search results.

May 20, 2014

2 of the Top 10 Winners & Percentage of Traffic Gained:

emedicinehealth.com > 500 %medterms.com > 500 %

Good quality content that’s useful to searchers saw huge gains in traffic thanks to Panda 4.0.

77% of patients research health

information online.

Media: The

Organic Shift

PPC

SEO

89.82% of people click links on the

first page of the search results.

84% 86% 44% 200 91%

Buyers are revolting against traditional marketing channels.

of people leave websites with

intrusive or irrelevant ads

of people skip TV ads of direct mail is never opened

million on the FTC Do No Call list

of users unsubscribe from email they previously opted

into

92% of user activity occurs in unpaid media.

Social sharing propels organic search rankings.

61% patients visited 2+

hospital websites before

converting

48% research more than

2 weeks before scheduling

an appointment

77% of patients used

search prior to booking an

appointment.

86% of buyers begin their buying process with a non-branded search.

Visibility

Visibility

Intention

Focused Intention

Conversion

Patient Journey:

What Matters

62%

38%

42%

48%

42%

32%

38%

62%

58%

52%

58%

68%

Social

Organic Search

Paid Search

Email

Display

Direct

Channel Roles in the Patient Journey (Assist vs. Conversion)

Industry: Health

Awareness Consideration ConversionIntent

Good quality content that’s useful to searchers saw huge gains in traffic thanks to Panda 4.0.

Steps to Map Content to the Patient Journey:

1. Define Your Patient Personas2. Understand the Journey Your Patients Take3. Map Content to their Journey

Awareness Consideration Decision

Co

mm

itme

nt L

eve

l

Videos

Statistical Reports

Live Events

Demo Videos

InteractiveVideos

eNewsletters

Testimonials

Medical Report

Case Studies

Whitepapers

Ratings & Reviews

Condition Guides

Infographics

Articles

Quizzes &Widgets

Accelerating the Patient JourneyDelivering the right content through the right channel at the right time – in the right format.

Copyright AIS Media, Inc. 2014

Possible Solution

Interest

Researching Options

Evaluating Products

Narrowing Field

Social Vetting

Negotiation

Decision

Action item: keep your site optimized

with content patients are searching

for online.

Keep Your Site

Content FRESH

Get Shared:

Social Media

Propels SEO

Rankings

Social sharing propels organic search rankings.

89%

75%

69%

65%

61%

58%

47%

43%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Increasesd exposure

Increased traffic

Provided marketplace insight

Developed loyal fans

Generated leads

Improved search rankings

Reduced marketing expenses

Improved sales

Benefits of Social Media Marketing

“A great time to hire an SEO is when

you're considering a site redesign, or

planning to launch a new site. That way,

you and your SEO can ensure that your

site is designed to be search engine-

friendly from the bottom up."

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Must-open E-mails

Compelling Content

High-impact, Responsive Website Design

Accountable Strategies for Higher ROI

And much more…

AIS Media, Inc.

3340 Peachtree Rd, Suite 750

Atlanta, GA 30326

(404) 751-1043

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