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

1. Patrick Shannon
Direct Marketing Associate, AIS Media, Inc.
Presented by

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
STRATEGY
CRM & MA
ANALYTICS
SEARCH
CONTENT
DESIGN
EMAIL

5. SOCIAL
STRATEGY
CRM & MA
ANALYTICS
CONTENT
DESIGN
SEARCHEMAIL

6. TOP 3 GOALS
for Email Marketing
1. Amplify brand awareness = Visibility
2. Drive the right website traffic = Intention
3. Increase visitor conversions = New Patients

7. What Really
Works
EMAIL MARKETING

8. Unsung Hero

9. Top Digital Marketing Trends2012
Email remains the
“workhorse” of direct
digital marketing.
– Forrester Research

10. Email is the most effective way to
acquire customers [nearly 40x
more effective than Facebook and
Twitter combined], 91% of U.S.
consumers use email daily.
McKinsey & Company

11. Email marketing has an average
return on investment (ROI) of
$44.25 for every dollar spent.
Direct Marketing Association

12. 4,300% ROIDirect Marketing Association

13. Source: Litmus

14. Why Email?
 COST-EFFECTIVE
 IMMEDIATE
 PERSONAL
 TRACKABLE
 VERSATILE

16. Build Your List

17. 77% prefer to receive
permission based marketing
messages through email
Exact Target

18. Map Out Your Content Strategy:
Attract & Interact With Your Audience Using Quality Content
Website
GiveawaysSocial Media

19. Segment

20. Types of Segmentation
GEOGRAPHIC
Adding a little local flavor
to your emails can help
give prospects the feeling
that you know and
understand their situation
BEHAVORIAL
Segmenting based on
behavior is another easy
way to provide relevant
and timely information to
prospects
PURCHASING POWER
Position within a company is
another valuable way to segment
your audience. It ensures that you
are providing the right content to
drive decisions
50%Open
Rate
CTR30%

21. Source: Litmus

22. What’s Your
Offer?

23. What makes a good offer:
1. Valuable to your audience
2. Aligns with your products/services
3. Targeted to where your audience is
in the sales process

24. How to leverage an offer:
1. Create targeted offers
2. Use the offer to gather information
3. Use effective calls-to-action
4. Track the results

25. Compelling
Content

26. Content Checklist:
1. Relevance To The Audience
2. One Central Idea
3. Clear CTA
4. Compelling Subject Line

27.  Tip #1
Write Email copy with value

28. Ask Yourself:
1. Is it going to add more
knowledge to my subscriber?
2. Is it going to solve their most
pressing problems?
3. Is it worth their time?

29. Tip #2 here
 Tip #2
Email body should be
short and concise

30. Compelling Copy:
1. Establish Relevancy
2. Write In the Second Person
3. Talk About Benefits, Not Features
4. Use Actionable Language
5. Be Brief

31.  Tip #3
Display Your CTA near
the top of the page

32. CTA
CTA

33.  Tip #4
Keep subject lines
50 characters or
less for maximum
impact

34. 64% say they open
an email because of the
subject line.
– Salesforce

36. How to Avoid Spam:
1. Bright RED or GREEN fonts
2. Exclamation points!!!!!!!!!!!
3. USING ALL CAPS
4. Phrases like: “Click here!” or
“Once in a lifetime opportunity!”

37. Design For
Mobile

39. 0%
10%
20%
30%
40%
50%
60%
70%
80%
Desktop-Centrick
Mobile-Aware
Responsive
Mobile Friendly Emails
How are B2C brands sending their promotional emails?

40. Responsive Design
Propels Email Performance
63.3%
36.7%
Mobile vs. Desktop
Open Rates
Mobile Desktop

41. Dental & Orthodontic Email
Marketing Statisticshttp://www.benchmarkemail.com/resources/manuals/dental-and-orthodontic/industry-statistics

42. 41%
37%
2%
20%
Engage in Email Campaigns
No Plan to No longer Yes

43. 55%
3%
3%
1%
38%
Send Frequency
Monthly Every two months Quarterly Seasonal or Annual Greater than monthly

44. 53%
19%
15%
2%
11%
List Size
Less than 500 500 - 1,000 1,000 - 3,000 3,000 - 5,000 5,000+

45. Elements

46. *Source: WebDAM (2014)
Emails with social sharing
buttons increase click-
through rates (CTRs)
158%

47. Linking:

48. Timing is Key

49. Email Opens by Time of Day
Subscribers are likely to open email after 12pm
and the most active hours are 2-5pm.

50. Email Opens by Day of Week
Most emails are sent between Monday & Friday
Tuesday & Thursday are the highest-volume days

51. Reporting

53. Customers by Industry Open Click Bounce Unsubscribe
Health & Fitness 24.27% 3.64% .83% .14%
Medical, Dental & Healthcare 22.76% 3.07% 1.25% .29%
Pharmaceuticals 17.79% 2.62% 1.27% .24%
Email Campaign Statistics

55. Search Engine Optimization (SEO)
Client Case Study: Strategic Outsourcing, Inc.
With annual revenues exceeding $2.5 billion, SOI is the third largest privately-held
professional employer organization (PEO) in the United States. SOI recognized that they
were lacking in overall brand awareness and online visibility when compared to their top
competitors.
AIS Media developed a comprehensive content marketing and SEO program to increase
brand awareness and online visibility for SOI’s 22 regional offices.

56. Email is a valued channel across
nearly all message types:
1. Patient care (49%)
2. Health tips (68%) to
3. Seasonal reminders
and payment reminders (56%)
Source: TeleVox)
What This Means:
Keep your organization top-of-mind
Develop patient relationships

57. 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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