Creating Value—and Positioning Your Brand—Through Digital … · Creating Value—and...
Transcript of Creating Value—and Positioning Your Brand—Through Digital … · Creating Value—and...
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Creating Value—and Positioning Your Brand—Through Digital Health Content MarketingLindsay Rothstein, Senior Director, Marketing & Communications, Johns Hopkins Medicine International Aaron Watkins, Senior Director, Internet Strategy, Johns Hopkins Medicine
Be true to your brand.
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Be authentic.
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Be authentic.
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Be authentic.
No matter what a person learns on our site, the most important factor in their decision to us is their first contact with one of our employees.
Be consumer-focused.
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Conditions, Treatments,
Professionals’ Names
ServiceLine Web Presence
EngagingHealth
Content
Hospital Web
Presence
Faculty Physician Profiles
Research Lab
Profiles
Be integrated.
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Goal #3
Goal #1
Goal #2
Asset #1
Asset #2
Asset #3
Be integrated.
(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
Be engaging.
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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
77% of health activity begins here
Be where they are.
Be where they are.
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+11
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+12
keywords traffic valueJHM 91k 1.0M $2.6M
Be where they are.
Be reassuring.
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Be mobile.
65% of health-related traffic on our site comes from a phone or tablet.
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Be forward thinking.
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