The document discusses connecting patients in need of healthcare with wellness providers through an omnichannel approach. It outlines how the patient journey is complex, influenced by many factors, and involves both online and offline research. The presentation recommends tailoring digital marketing mixes like websites, search, social media, and video to specific healthcare services and patients' needs. Case studies show how integrated marketing approaches can generate impressions, actions, and leads for medical clients.

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Connecting Wellness
An Omnichannel Approach To Intersecting Those In
Need Of Healthcare
By: Heath Ellison
Heath.Ellison@godigitalmarketing.com

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Connecting Wellness
Agenda
• The Patient Journey Is Often Complex
• Influencing Factors Towards Conversion
• Keys for Success in 2016
• Identifying Advertising Solutions
• Case Studies

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Source: Google/Compete Hospital Study
The Patient Journey Is More Complex Than Most

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In 2015 Ad Spend Was Mismatched with Consumer Behavior
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Digital TV Radio Print
Time Spent
Ad Spend
Source: eMarketer - Share of average time spent per day with select
media by US Adults 18+ vs. Ad Spending Share 2015-2017

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Offline Media Drives Online Action
Source: Google

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Digital Is A Key Component To Patient Conversion
Source: Google/Compete Hospital Study

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Patient Research Sources
Source: Google/Compete Hospital Study

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Many Factors Influence Conversion
• Reputation
• Specific Features of Facility
• Accepts Insurance
• Behavioral
• Emotional
• Socioeconomic
• Distance
• Physician Referral
• Generational
• Urgency of Need
• Friend/Family Recommendation
• Availability
• Seasonal
• Expertise/Awards
• Perceived Competence
• And more…

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Level of Wellness Can Influence Conversion
heatlhforall.blogspot.com/ Universal Health and Well-being

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G/O Digital Intersects Patients & Wellness With:
• Websites
• SEO
• PPC
• Social
• Email
• Video Ads
• Maps
• Display
• Brand Building

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Patients Consume Marketing Differently Across
Service Lines.
Consider These When Suggesting Solutions:
• Urgency Of The Patient’s Need/Treatment
• Is Long Term Care Necessary For Recovery
• Will The Patient Need To Pay Out Of Pocket
• Are Regular Follow-Ups Required

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The Best Results Come From Media Mixes
Tailored To Patient’s Needs Across Service Lines:
Emergency Dentist:
• Search in moment of need
• Closest listings considered
• Immediate availability is ideal
Solutions:
• PPC
• Maps
• SEO
Cancer Treatment:
• Heavy research for treatment
• Reviews & Survivor Testimonials
• Videos of Procedures
• Competing For Top Of Page
Solutions:
• SEO
• Content Generation
• Social
• Retargeting

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Website Best Practices
• Speak to helping patients’ needs first
• Simplify language regarding treatments
and procedures
• Links to social allow for quick access to
review source
• Patient testimonials to help consideration
move to conversion
• Leverage online scheduling plug-ins
• Provide multiple ways to contact: phone
& email/form
• Ensure site is mobile optimized

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Source: Google - The New Health Journey

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Search Advertising Keys For Conversion
G/O Digital focuses on:
• Quality Score
• Relevancy, historic CTR, overall performance
• Ad Rank
• Focus on conversions and the top 4 spots
• Max Bids
• What is the max we will spend to hold our position
• Service Line Keyword Mixes
• Relevant Ad Copy With Call To Action
• This is relevant to match the content on the destination page and the search query
• Extensions To Enhance Patient Experience & Overall Performance
• Mobile Efforts
• Display
• Low CPC’s allow for low CPL’s of those in research ready to take action

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Mix Keyword Lists To Meet Patients In Need
Source: Google/Compete Hospital Study

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Leverage Empathy In All Channels’ Narratives
• Create a holistic patient experience by considering harmonious
language across every channel
• Consider how the patient may start their journey to wellness
• Implement relevant & relatable messages resonate to potential
patients on their path to conversion
• Deepen your connection by showing empathy to what the patient
may be feeling

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Source: Google/Compete Hospital Study

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Micromoments Are Intent Rich Opportunities

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Patient Behavior On Mobile
Source: Google/Compete Hospital Study

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Video
• YouTube is the second largest search engine after its parent
company, Google
• Videos are known to have a 53 times higher chance of getting a
front-page Google result compared to plain text
• Video aids with keeping your client’s service top of mind
• Use video on your landing page to leverage visuals for
conversion

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41% Of Consumers Say
Social Media Would Affect
Their Choice Of Doctor,
Hospital, Or Medical Facility

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Social Allows Patients To Peek Into Our Clients
Facility & Culture
• Regular Posts Can Keep Patients Informed & Empowered
• Social Humanizes The Practice
• Posts Of Insightful & Meaningful Content Drive Engagement
• Allows Us To Target Personas, Demographics, & Interest
• Highlight Reviews To Help New Patients In Consideration
• Legitimizes The Practice/Provider to Consumers

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Medical Case Study: Orthopedic Surgeon
• Products consisted of SEO, PPC, and Social
• 15,000,000 impressions made in 1 year
• 30,000 actions taken by targeted patients
• PPC & SEO efforts generated a CPC of $.45
• CTR of 3.09%
• 60+ leads in one 90 day period

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Medical Case Study: Oral Surgeon
• Leveraged Social, SEO, and PPC to target high end audience
• Started with little to no presence
• Ended with first page presence for all its top performing keywords
• 1,000,000 impressions made on 1 FB Ad alone
• 3,000+ phone calls
• 2,100 form fills
• 7.62% CTR

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Patients Spread The Word About Their Experience
Source: Google/Compete Hospital Study