6- part Webinar series: The New Rules of Digital Marketing for Medical & Healthcare Organizations.

1. Sarah Fink
Public Relations Associate,
AIS Media

2. Featured Clients

3. Founded 1997
Award-winning digital agency
Clients - growing companies, leading brands, Fortune 500
Key industries - Healthcare, Financial, Technology
QUICK FACTS
Atlanta, GA Dallas, TX

4. SOCIAL
PR
CRM & MA
ANALYTICS
SEARCH
CONTENT
DESIGN
EMAIL

5. SOCIAL
CRM & MA
ANALYTICS
CONTENT
EMAIL
DESIGN
SEARCH
PR

6. THE NEW
RULES
PUBLC RELATIONS

7. TOP GOALS
For Public Relations
1. Control the conversation
2. Control the flow of information
3. Get the most possible promotion to the right people
4. Increase your brand recognition
5. Gain new patients, customers or fans

8. “Advertising is saying
you’re good. PR is
getting someone else
to say you’re good.
Jean-Louis Gassee

11. 31.6%of US adults would be some
what or very likely to prefer a
hospital based on its website
Time For A New Digital PR Check Up
18.3%Used a mobile device to access
health-related information

12. 45.6% of US adults searched for health
information when using social media
33.8% asked for health advice on social media
27.1% asked for doctor or hospital recommendations
using social media
20.6% rated the quality of care they received from a
healthcare provider using social media
The Digital era brings access
to healthcare information, feedback
and reviews to an ever-achieving
user base.

13. Changing Media
Landscape
NEW: Arenas, Opinion Leaders, Tools & Rules

14. What is PR?
• PR is the practice of
managing communication
between an organization
and its publics.
• PR= “earned media”
• PR results in third party
credibility

15. Earned Channels
Publicity
Blogs
Ambassadors
Owned Channels
Your staff
Your web
Newsletters
Facebook
Your office
Twitter
Bought Channels
Offline/online ads
Radio
TV
Direct mail
Sponsorship
Events
Earned
Bought
Owned
R
E
A
C
H
CONTROL
Choice
Of Channels

16. PR
&THEN NOW

17. Digital PR

18. Traditional
PR
Digital
PRVS.
MESSAGE
METHOD
MEDIUM
“Buy our service”
Push to audience
Text
“We’re helpful experts”
Attract audience
Multimedia / Interactive

19. The Future of Digital
Marketing is Pure Public
Relations
The Public Relations Consultants
association recently found that 72% of PR
agencies are now offering SEO services.
The most in-demand services are content
creation, outreaching/engaging with
influencers and social networking
strategy.

20. So, why PR?
Digital PR
The sheer velocity at which healthcare information travels
online today means that establishing the digital presence
is rapidly becoming a necessity for healthcare
professionals, medical practices and institutions.
Traditional PR
Activities map extremely well to digital marketing activities,
giving a brand or business something to talk about on the
web and the means to attract coverage in offline and online
publications.

21. 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

22. 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.

23. Blurred Lines:
How to Effectively Integrate PR with SEO and Content Marketing
Public
Relations
SEO
Content
Marketing

24. Best Ways to Integrate:
1. Leverage social media
2. Google+
3. Track Your Outreach Efforts
4. Visual Content
5. Connect With Experts
6. Be An Expert

25. Having a presence on other well-known social media
platforms will also go a long way towards driving down
unwanted search results. If you set up a professional
profile on LinkedIn and Google + they will rank higher than
a single poor review on the sites referenced previously.

26. What Should I
Write About?

27. 78% of people
believe that organizations
providing custom content
are interested in building
good relationships with
them.
TMG Custom Media

29. Why Your Healthcare Organization Needs Custom Content
1.Be unique to your organization
2.Reinforce your brand
3.Communicate the value that
your organization brings to patients
Counts

30. Blog About It

31. Why every healthcare
organization should blog
• Drives patients to your website, and ultimately
revenue in your pocket.
• 61% of consumers have made a purchase based on
a blog post that they read.
• 60% of consumers feel positive about a company
after reading its blog.
• 70% of consumers learn about a company through
its blog versus ads.

32. 1. Conveys Expertise- Content matters far more than frequency and good
posts rarely age or become redundant. To convey your expertise, it is
enough that you post some thoughtful material where patients can find it, on
topics that will both interest and inform them.
2. Improves your ability of being found on the web- Blogs also help you
get picked up on search engines. Google ranks websites on a variety of
measures and having a blog, Twitter account, Facebook feed and so on,
helps to move you up on the search results.
Benefits of blogging

33. Reputation
Management

35. Online Reputation
Management in Healthcare
Do you know what your patients are saying about
you? You should!
Online reputation management is the process of monitoring, addressing, or
mitigating search engine result pages or mentions on the various social media
platforms.
There are many online physician grading platforms.
Physicians are as visible as anyone on the Internet and that visibility is only going
to increase. What used to be hidden and buried is now surfacing on social networks.
This can be your enemy or your friend.

36. Take advantage and
publish and promote your
digital brand online
The Pew Internet Research Group, in 2011, showed that nearly 80% of
Internet users, or 60% of all adults, have searched online for health
information – – – or information about their healthcare providers. This
brings to light one of the clearest or most valuable reasons why even the
most hesitant physician or medical practice should consider developing a
deep online digital presence – – – that reason is online reputation
management (ORM). What used to be hidden and buried is now
surfacing on social networks. This can be your enemy or your friend. Take
advantage and publish and promote your digital brand online.

37. 1. Offline and online activity complement each other
2. Bolster your media relations
3. Make the most of your content: Content counts!
4. Join relevant industry communities and
discussions
Time to cash in

38. With change comes
tremendous opportunity
to be at the forefront of
progress and to engage
more deeply with clinicians,
patients, commercial
partners and advocacy
groups.

39. Watch All Of Our Webinars
In This Series
 Smarter SEO (organic and paid)
 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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