Florida Canaloplasty Campaign
Transcript of Florida Canaloplasty Campaign
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Public Education Program (PEP)designed for individual practices
An Internet Public Awareness Program for
Canaloplasty
Presented by: Bill Bouwmeester
MedNet Consulting, LLC
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Did you know?
American Internet penetration rate reaches 73%
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Did you know?
40% of adults use the web for health information at least once a month
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Web Overtakes the Physician
For better or worse, in 2008 the Internet replaced the physician as the #1 source for health and medical information
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Treatment Searches 2nd to Symptoms
58% health related searches are for treatment options
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Google Dominates Online Search
Google owns 81% share of the online search market
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2009 Broadband Penetration at 61%
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Broadband Demographic Growth
Senior citizens: Broadband usage among adults ages 65 or older grew 58% from 19% in May 2008 to 30% in April 2009.
Older baby boomers: Among adults ages 50-64, broadband usage increased 22% from 50% in 2008 to 61% in 2009.
African Americans: In 2009, 46% of had broadband at home compared to 40% in 2007, 15% increase.
Source: Pew Internet & American Life Project
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Video Usage Stats for March 2008
74% of US Internet users viewed online video 11.5 billion videos viewed online in US Activity was a 64% gain over March 2007 84.8 million viewers watched 4.3 billion videos on
YouTube Average online video duration was 2.8 minutes Average online video viewer watched 235 minutes per
month
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News Video #1 Download Category
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YouTube Dominates Video Downloads
Video Downloads Growing:
Six out of ten (61%) high-speed internet users watch or download online video content at least once a week, and 86% do so monthly, compared with the respectively 45% and 71% who reported doing so in 2006.
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Video’s Online Power
52% of online video viewers report responding to video content
In November, 2008 Google announced a Adwords keyword search program for their YouTube franchise
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Text Keyword Searches
246,000 national Google searches for “glaucoma” each month
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Florida AdWords Campaign (Week 1)
4124 Florida impressions for “glaucoma” info in less than one week
Average of 12 Floridians per day visited www.canaloplasty.com
On a $10/day budget for entire state of Florida we project 360 Floridians will visit www.canaloplasty.com each month
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Top Keywords Based on Click Thru Rate
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Top Ten Markets
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Top Google Listing Achieved for “glaucoma” Search
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Google Search Results for “glaucoma treatment”
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Adwords keyword campaign linked to personalized “What’s New” page
Page features instant stream of auto start Flash video on keyword subject matter
Page offers links to videos of patient testimonials and national TV news stories
Links to clinical study results also available on this featured page
Personalized Physician Website
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Patient Testimonial Page
Videos of patient testimonials add a personal touch to the message
Having several testimonials from around the country adds credibility to each story told
Personal stories in the patient’s own words increases the third party referral value of the content
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“In The News” page dedicated to featuring local news coverage from around the country
Local news coverage for the practice will be featured once the practice obtains news stories on their key news stations through MedNet’s press releases
It is important to secure rights to any news story a practice grants to the media to avoid copyright issues once the story airs and then streamed on their personal site
News Stories Page
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Streaming Surgical Flash Video
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Interactive Maps and Feedback Forms
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2009 Florida Pilot Program Objectives
Create public awareness for canaloplasty using individual practice websites and Google AdWords for every major market in Florida
Requires a minimum of 10 successful canaloplasty cases to participate in the program
Design, hosting, domain name registration and local Google AdWords campaign projected to cost under $3/day with two year contract