Shaping Our Internet Strategy to Match Visitor Expectations · 2016-10-25  · Senior Director, Internet Strategy & Digital Content Marketing October 2016. 2 We connect the people

Shaping Our Internet Strategy to Match Visitor ExpectationsAaron WatkinsSenior Director, Internet Strategy & Digital Content MarketingOctober 2016

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We connect the people of the world with the people of Johns Hopkins Medicine

The Internet Strategy Team

Visits to hopkinsmedicine.org

FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16

Source: Google AnalyticsNote: Data began tracking 8/30/06; two months into FY07

46,006,563

5,607,287

(First Full FY of Data)

Visitors to hopkinsmedicine.org

46 million visits in FY-2016– 34.7 million US visits

• 6.9 million MD visits– 11.2 million international visits

Top 10 countries:US, UK, Canada, India, Australia, Phillipines, South Africa, Malaysia, Ireland, Singapore, Saudi Arabia

A Multi-Disciplinary Approach to WebStrategy

5hopkinsmedicine.org

Market InsightsPerformance Metrics

Marketing & Engagement Strategy

ContentStrategy

Web TechnologyInfrastructure

InternetStrategy

% Share of Top 6 hopkinsmedicine.org Mosaic Segments

(114)*Golden Year Guardians: 11%

Blue Sky Boomers: 8%

Autumn Years: 8%

Singles & Starters: 8%Thriving Boomers: 7%

Power Elite: 7%

*Hopkinsmedicine.org Over Indexes vs. IndustrySource: Hitwise 12 rolling weeks ending 10/1/16

Wellness & Prevention

Concern & Early Diagnosis

Validation & Decision

The Right Information at the Right Time

Wellness & PreventionIntroduces JHM expertise and experts before

illness arises, reaching the Well & the Well Read

Wellness & Prevention: Share-able Content

Wellness & Prevention: Healthy Aging

Wellness & Prevention: Healthy Aging

Concern & Early DiagnosisConditions & Treatment info often in A to Z formatto compete in search engines, provide in-depth

information and to guide the Sick & Seeking towards faculty-physicians and service lines

Source: Pew Internet, The Social Life of Health Information, 2012

What are they looking for?• conditions or diseases• treatments or procedures• names of doctors or other

health professionals

Where are they?

77% of health activity begins here

Health Library

• High Search Engine Performance

• A to Z• What You Need to

Know to maximize retention

• Taxonomy to guide audience towards more information or care options

Components to Guide Learning & Connection

SEO: All Ships Rise with the Tides

55% of searchers click on the first 3 positions in Google.

Source: moz.com/blog/google-organic-click-through-rates-in-2014

31%

14% 10% 7% 6% 4% 4% 2%

1 2 3 4 5 6-10 P. 2 P. 3+16

SEO: Number of Keywords in Top 3

Source: moz.com/blog/google-organic-click-through-rates-in-2014

31%

14% 10% 7% 6% 4% 4% 2%

1 2 3 4 5 6-10 P. 2 P. 3+17

keywords traffic valueMayo 750k 34.2M $70.2MClev 146k 2.2M $4.4MJHM 91k 1.0M $2.6MStan 87k 153k $283kMass 219k 244k $650k 

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Programmatic Ad Buying

Know Who They AreFind Them in Their Journey

Innovative Approach

Finding Our Market Programmatic Ad Buy IDs viewers

based on their geographic location and recent web activity

30-second pre-roll video delivered on high traffic sites such as CNN, Fox News Health to ID’ed viewers

Call-to-action drives viewer to our Travel for Care landing page

Tracking phone number enables campaign performance tracking

Innovative Approach

• Targeting the user and not

the sites

• Reaching the right people

at the right time

• Multi-channel approach

• Creating variety of unique

videos for each medium

• Patients the center of the

story that we are telling

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What We Are DoingSocial Media Paid: Neurosurgery

7,932 Post Engagements

6,047 Website Clicks

130,625 Reach

6,142 Post Engagements

3,750 Website Clicks

85,929 Reach

10/25/2016 22

What We Are DoingSocial Media Paid: Neurosurgery

Webinar Promotion

962 Registrations

614 Attendees

7,823 Post Engagements

230 Questions

5,803 Website Clicks

114,103 Reach

Recording

4,710 Post Engagements

3,892 Website Clicks

151,708 Reach

Validation & DecisionFaculty-physician profiles, specific treatment information, content that frames the patient

experience and / or demonstrates competence and compassion for audience to commit to

treatment

Leveraging Unified Content

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10% of the pages on hopkinsmedicine.org draw 50% of visits –Creating opportunities to provide health info, share cutting edge research and treatments, and to draw patients

Factors influencing consumer decision making

0

1

2

3

4

5

Hospital Rankings andRatings

Hospital Reputation

Insurance

Out-of-Pocket Cost

Walking DistanceHotels

City as Destination

Condition Severity

Physician Referral Physician Expertise

Physician Reputation

Patient Testimonials

Wait Time

Innovative Researchand Treatment

PreinfluenceRelationships

Consultations

1 = Not at all important 5 = Extremely important

This document is proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the prior written consent of Johns Hopkins Medicine.

Demonstrate Competence & Compassion

• Designed as sole source of truth

• Foundation of credentialed data

• Engaging content including videos

• Editable by physicians and trained editors who know them well

• A centerpiece of all information and linking strategies

• Critical connector for patients, colleagues, collaborators and students to our faculty and physicians

Serving Patients

People Fulfill the Promise

No matter what a person learns on our web site, the most important factor in their decision to come here is their first contact with a representative of the institution.

Aaron Watkins Senior Director of Internet Strategy & Digital Content Marketing

@aaronwatkinsBlog: left-nav.blogs.hopkinsmedicine.org

Thank you!