Integrated digital marketing strategy for health care

TAG Communications

Quad City Corporate Office 230 E. 2nd St., Davenport, IA 52801

Phone: (563) 355-2200

Tri-State Office in Dubuque 120 East 9th St. Suite 220, Dubuque, IA 52001

Phone: (563) 587-8080

http://www.tagmarcom.com

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INTEGRATED DIGITAL

MARKETING STRATEGIES Three Steps for Success for Health Care Digital Marketing

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Quad City Corporate Office 230 E. 2nd St. Davenport, IA 52801 Phone: (563) 355-2200 www.tagmarcom.com

Tri-State Office in Dubuque 120 East 9th St. Suite 220 Dubuque, IA 52001 Phone: (563) 587-8080

twitter.com/TheTAG_Team

facebook.com/TAGmarcom

youtube.com/TAGCommunications

flickr.com/tagmarcom/

linkedin.com/company/tag-

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About the Authors

DON FARBER VP Digital Experience & Strategy

Don brings over 18

years of industry experience, providing broad knowledge in all aspects of marketing and sales with specialization in digital, social media, mobile and print. Prior to joining TAG, Farber was V.P. of Product Development and Marketing where he spearheaded product design, development and marketing of all digital revenue generating initiatives for the Small Newspaper Group corporate digital media division. Don also served as Senior Product Manager for LEE Enterprises managing product development of digital initiatives for LEE Corporate in

52 U.S. markets.

Digital Media

Specialist

After spending over 20 primarily in print (16 years of

print account management and 7 years in news

production and promotion management), Brian has added skills in both search engine

marketing and Social Media management; as a

Google AdWords Certified individual, Brian lead TAG

Communications to an agency status as an AdWords

Certified Partner. In social media, he leads TAG’s

development of social tools to improve both the user

experience and the client’s understanding of how to

leverage the platforms. Brian’s work includes pay-

per-click campaign management, social media

profile management and media integration.

RANDY JACOBS President, TAG Healthcare

For nearly 30 years, Randy has been vital

to the marketing success and business growth of many clients. Randy is among the TAG senior leadership team; director of all TAG Healthcare business. His marketing strategy and creative management expertise has resulted in major contributions to clients such as Iowa Health System, Medicap Pharmacies and UnityPoint-Trinity Regional Health System (Quad Cities), National Rural Health Association and the Illinois Critical Access Hospital Network. Randy’s history of diversified clients enables him to provide an innovative consultation to clients; thinking beyond the traditional industry standards. He has served as CEO/Partner of Jacobs Thoms LLC from 2007-2009; Vice President and Account Director for Charleston Orwig (Milwaukee) from 2003-2007; President, Managing Partner with

Henry Russell Bruce from 1991-2003.

http://www.tagmarcom.com/

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Table of Contents:

Introduction ………………………………………………………………………………………….………. 3

Step #1: Optimize Your Website ……………………………………………….…………………. 3

Step #2: Generate Inbound Marketing with Premium Content ….……………….. 9

Step #3: Promotion ……………………………………………………………………………………… 25

Integrated Digital Marketing Checklist ………………………………………………………. 26

About TAG Communications ……………………………………………………………………….. 28


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http://www.tagmarcom.com/solutions/insights/integrated-digital-strategies-for-healthcare




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Integrated Strategy To get the most out of your website, email, mobile, and social media marketing, you can’t treat the channels like trains running on separate tracks.

The best results come when you integrate elements of each into one unified digital marketing strategy to grow audience, share content, convert more prospects into customers, and boost your campaign ROI. We live in a digital world and it spins from the moment we wake to the moment we sleep. Whether you like it or not, consumers have the ability to educate themselves on your company and your company’s products before engaging with sales. The smart marketer has started to adapt to this shift and has come to realize that engaging consumers is no longer about pushing out interruptive messages exclusively, but connecting with them in places and on the device they prefer. In the new digital world where buyers are in control of self-educating, the marketer’s job is no longer to find leads; it is to help leads find you.


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Step #1: Optimize Your Website

Your Website is the Foundation of Your

Digital Marketing Strategy o Visual Design:

Make your company’s website super sexy To be competitive in today’s online community, your website must give visitors a good

first impression. Strategic creative changes can often have the most dramatic and

quickest impact to a website.

o Make your company’s website super smart Your customers begin the journey through your marketing funnel online. It is key that

marketers today understand how to attract visitors, convert leads and close customers.

o Information Architecture: Add or Update

Your Content Management System

The roadblock for updating content on

many small or older websites is that there

is no easy way to manage your content and

one of the top reasons clients come to TAG

for development

o Interaction Design

Optimize your homepage

Optimize for mobile

o Optimize for Maximum Usability

Smarten your navigation and add

marketing power

o Convert with Inbound Marketing

Engage users with premium content and get them into the conversion funnel

with inbound marketing. Delight them into promoting your business to

others


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#1(a): First Impressions Matter

Great Visual Design is Important to Stay Competitive

o Users form opinions about your website in less than 50 milliseconds

It takes about 50 milliseconds (that’s 0.05 seconds) for people to build a first visceral “gut feeling" that helps them to decide whether they are going to stay at this place or continue surfing to other sites Source: Google / International Journal of Human-Computer Studies

o First impressions are 94% design related

o Great design gets people to trust you and to stick around. Poor design creates mistrust and makes people leave.

Researchers have analyzed how different design and information content factors influence trust of online health sites. The study showed clearly that the look and feel of the website is the main driver of first impressions. Of all the feedback the test participants gave, 94% was about design. Sources: Research for Consumer WEbWatch: Stanford University | Trust and Mistrust of Online Health Sites: PACT Lab, Northumbria University and Psychology Department, Sheffield University


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o Good first impression leads to longer visit duration

It takes 2.6 seconds for a user’s eyes to land on that area of a website that most influences their first impression. Source: Missouri University of Science and Technology

The website sections that draw the most interest from viewers are as follows:

o The institution’s logo. Users spent about 6.48 seconds focused on this area before moving on

o The main navigation menu. Almost as popular as the logo, subjects spent an average of 6.44 seconds viewing the menu

o The search box, where users focused for just over 6 seconds o The site’s main image, where users’ eyes fixated for an average of 5.94 seconds. o The site’s written content, where users spent about 5.59 seconds o The bottom of a website, where users spent about 5.25 seconds


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#1(b): Optimize Your Digital Presence

Website Optimization

1. Search Engine Optimization:

SEO is rated as the most effective lead generation

tactic, with 34% of marketers calling it “very

effective” while just 7% say it is not effective.

Your consumers begin their buying process online, usually by

using a search engine to find something they have questions

about. So you need to make sure you’re appearing

prominently when they search. To get there, you need to

carefully, analytically pick keywords, optimize your pages,

create content, and build links around the terms your ideal

buyers are searching for.

2. Mobile Optimization:

If you only have one version of your website, you’re doing

your business a great disservice. If you want your business to

be current and keep up with trends in technology, you

absolutely need a mobile-optimized website. In today’s

digital climate, you can’t afford not to have one. People are

on the go more than ever before, and you need to create a

website for your business that meets their needs. If you don’t

offer a mobile version of your website, your consumers may

move on to someone who does.


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Why mobile optimization?

Because that’s where your consumers expect you to be!

If your website is hard to read on a mobile phone, 61% of your audience leaves, 40% goes

to a competitor that has a good mobile presence, about 20% won’t even view your site.

No one can afford to lose 61% of their audience

• Roughly 1/3 of U.S. patients use tablets or mobile

devices on a daily basis to research hospitals or access

information this year

• $700 Million = the amount U.S. consumers are willing to spend on

mobile health applications this year

• 78% of Americans express interest in mobile health solutions

• 61% say they'll abandon a mobile site if it is hard to read and

navigate

• 58% of smartphone owners use their smartphone to visit a mobile

enabled website every day during the week

• End of 2013 mobile browsing is expected to overtake desktop

browsing

Sources: Manhattan Research, PewResearch, URMobile.com, Google, MMA, Deloitte, Morgan

Stanley, Forbes, CGI


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Step #2: Generate Inbound Marketing with Premium Content Don’t find leads. Help leads find you. Instead of pitching your products or services, with inbound content marketing you are delivering information via social media, blogs, email and your website that makes your buyer more intelligent. The essence of this content strategy is the belief that if you, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward you by researching your website and ultimately with their business and loyalty which means increased profits.

Inbound Marketing Methodology

Marketing Funnel - HubSpot

Inbound marketing is not a tactic, channel, or technology. It’s a way to approach your

marketing in order to capitalize on the way consumers make buying decisions today

Inbound marketers understand that people value personalized, relevant content and connections -- not just interruptive messages -- at every stage of the marketing funnel.

Inbound allows you to attract visitors, convert leads, close customers, and delight them into promoting your business to others


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Top 3 Benefits of Inbound Marketing to Your Business

#1 Inbound leads are higher quality

Inbound Lead Funnel

Organic Search +

Web Direct + Social Media +

Web Referrals =

15%

Lead to Opportunity Conversion Rate

Outbound Lead Funnel

Paid Content Promotion +

Online Advertising + Social Media +

3rd Party Webinars =

7%

Lead to Opportunity Conversion Rate

Optify 2013


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#2 Inbound leads cost less

Inbound Lead Funnel

Organic Search +

Web Direct + Social Media +

Web Referrals =

$22

Cost Per Lead

Outbound Lead Funnel

Paid Content Promotion +

Online Advertising + Social Media +

3rd Party Webinars =

$44

Cost Per Lead

Optify 2013


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#3 Inbound marketing works

Chart: Trends in 2012 Marketing Budgets

Question: please indicate the changes to your lead generation budget for the following channels for 2012

Chart Key: Increase Greatly Increase Slightly NO Change

Website Optimization +74% 29% 45% 23%

Social Media +73% 27% 46% 24%

SEO +68% 24% 44% 30%

Email Marketing +63% 19% 44% 32%

Content Marketing +62% 23% 39% 37%

Marketing Technology +62% 14% 38% 46%

Webinars -57% 9% 17% 57%

Tradeshows -59% 4% 19% 59%

Print Advertising -59% 3% 17% 59%

Direct Mail -60% 6% 17% 60%

MarketingSherpa Lead Generation Benchmark Survey 2012


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#2(a): Use Blogs to Generate Inbound Leads

Blogging:

Inbound marketing starts with blogging. Do you

have an optimized blog page with lead

generating forms and RSS feeds? A blog is the

single best way to attract new visitors to your

website.

In order to get found by the right prospective

customers, you must create educational content

that speaks to them and answers their

questions. You should write and update

engagning and education blog posts a minimum

of 3 times per month?

• 80% of Internet users

(59% of US adults) seek

online health information

(HealthBeat)


http://www.hubspot.com/products/business-blog/

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The Power of Blogging

Working smarter with developing and implementing blogging strategy, content

planning, promotion, SEO and the intersection with other online communications

channels such as PR and social networking saves time, resources and improves

results.

Facts: 61% of U.S. online consumers made a purchase based on blog recommendations

77% of Internet users read blogs

81% of U.S. consumers trust information and advice from blogs

97%

Companies that blog get 97% more indexed links

which helps increase companies search engine

optimization

70%

Companies that blog get 70% more inbound

marketing leads than those that don’t

55%

Companies that blog get 55% more website visitors than those that don’t blog


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#2(b): Use Social Media to

Generate Inbound Leads

You must create and share remarkable content and valuable

information on the social web (Facebook, YouTube, Twitter),

engage with your prospects and put a human face on your brand.

This is your opportunity to interact with patients on the mediums

they are on the most. Social Media in the marketing mix can be

considered word of mouth marketing in the fast lane.

Another Reason Why Social Matters: The opinions of others on social media are often trusted but aren’t

always accurate sources of insights, especially when it comes to a

subject as sensitive as health. Health care professionals have an

obligation to create educational content to be shared across social

media that will help accurately inform consumers about health

related issues and out shine misleading information.

• +40% of consumers say that information found via social media

affects the way they deal with their health

• 41% of people said social media would affect their choice of a specific doctor,

hospital or medical facility

• 60% of social media users are the most likely to trust social media posts and

activity by doctors over any other group

Sources: Mediabistro, Demi & Cooper Advertising and DC Interactive Group, Infographics Archive


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1. Facebook: Social media is one of the most talked about

disruptions to marketing in decades, but how is it

impactful for the health care industry? In a

generation that is more likely to go online to

answer general health questions then ask a

doctor, what role does social media play in this

process?

Let’s dive into some meaningful statistics and

figures to clearly illustrate how social media has

impacted health care in the last few years

• 40% of people polled said information found on social media

affects how someone coped with a chronic condition, their view

of diet and exercise and their selection of a physician. (HealthCare

Finance News)

• 22% of parents use Facebook to seek medical answers online (Mashable)

• 28% of health-related conversations on Facebook are supporting health-

related causes, followed by 27% of people commenting about health

experiences or updates (Infographics Archive)

• Of the more than 1,500 hospitals nationwide who have an online

presence Facebook is most popular (WHPRMS)


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The Power of Facebook as a Marketing Platform

Facebook is the most highly trafficked website in the world, and many prospects

may not even take a company seriously, if it does not have a presence on

Facebook.

31% of Facebook users report it plays a role in influencing their purchase decisions

Facts: 1.11 Billion Facebook Accounts | 751 Million Mobile Facebook Users

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”

Scott Cook - Co-Founder of Intuit

Sources: Nielsen, Facebook Insights, Hubspot, TechnonoratiMedia, MarketingProfs

93%

93% of U.S. adult Internet users are on Facebook

80%

80% U.S. social network users prefer to connect

with brands through Facebook

56%

56% of Facebook users “like” brands to learn

about their products and services


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2. Online Video: It has been said that a picture

is worth a thousand words but

in the digital age a product

video could very well be

worth a thousand sales. Did

you know that, when it comes

to engagement, online video

is 5.33 times more effective

than text? Or that customers

that view a product video are

up to 85% more likely to buy

(KissMetrics)? Business

decision makers LOVE online

video because it gives them

the most amount of

information in the shortest

amount of time.

• YouTube traffic to hospital sites has increased 119% year-

over-year (Google’s Think Insights)

• Click-through rates for email marketers increase 96% when videos

are included in introduction (Neilson)


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The Power of YouTube as a Marketing Platform

In 2013, according to Fast Company, 72 hours of online video is uploaded to

YouTube every minute. In short, people are using YouTube and making videos en

masse — some on a daily basis. It makes YouTube a media powerhouse!

90% of online shoppers find videos useful when deciding to make a purchase

Facts: 1 Billion Users Visit YouTube monthly | 300 Million Views Daily on Mobile

“Business decision makers LOVE online video because it gives them the most amount of information in the shortest amount of time.”

Robert Weiss - MultiVision Digital

Sources: Nielsen, YouTube, Internet Retailer, TechnoratiMedia, MarketingProfs

96%

Click-through rates for email marketers increase

96% when videos are included in introduction

61%

61% of YouTube users engage with brands to learn about

products and services

52X

Websites are 52X more likely to be found with

YouTube videos embedded in them


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The Power of Twitter as a Marketing Platform

Every day, millions of people use Twitter to create, discover and share ideas with

others. Now, people are turning to Twitter as an effective way to reach out to

businesses too. From local stores to big brands, and from brick-and-mortar to

Internet-based or service sector, people are finding great value in the connections

they make with businesses on Twitter.

21% of Twitter users report it plays a role in influencing their purchase decisions

Facts: 554 Million Twitter Accounts | 1 Million Twitter Accounts Added Daily

“Social marketing eliminates the middlemen, providing brands the unique opportunity to have a direct relationship with their customers.”

Bryan Weiner - CEO 360i

Sources: Nielsen, Infographic Labs, Pew, eMarketer, Yahoo!, Mashable, comScore, TechnonoratiMedia, MarketingProfs

92%

92% of Twitter users retweet content they find interesting exposing your

brand virally

62%

62% of Twitter users are in age group 18-34 while Twitter’s

fastest growing demographic is 55 to 64 year olds

55%

56% of Twitter users are females or the typical household budgetary

decision makers


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The Power of Pinterest as a Marketing Platform

What appears to be the fastest-growing social media site ever has become a huge

traffic referral for all businesses. An increasing number of companies are

leveraging the platform to reach a new audience, increase visits to their websites,

and generate leads or retail sales. And guess what? It's working.

Facts: 27.2 Million monthly Pinterest users

1,047% Increase in monthly visitors in the last 12 months

25% of Pinterest users report it plays a role in influencing their purchase decisions

Sources: Nielsen, TechnonoratiMedia, Wishpond, Reuters, ClickZ, MarketingProfs

80%

80% of Pinterest users are women

80%

80% of Pinterest pins are getting shared - exposing

your brand virally

56%

56% follow brands on Pinterest to learn about products and services


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The Power of Google+ as a Marketing Platform

Like all social networks, Google Plus presents an opportunity to connect with a

community of customers and fans on a very personal, social level. Unlike other

networks however, Google Plus also has significant impact on SEO and search

traffic volume.

70% of Google+ users have incomes between $30,000 and $149,000

Facts: 235 Million active monthly users | 33% increase in visitors last 12 months

“Social marketing eliminates the middlemen, providing brands the unique opportunity to have a direct relationship with their customers.”

Bryan Weiner - CEO 360i

Sources: GlobalWebIndex, Wishpond, Reuters, ClickZ, MarketingProfs

63%

63% of Google+ users are men

50%

50% of Google+ users sign in daily

61%

61% of top brands are represented on Google+


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#2(c): Use Email Marketing to

Generate Inbound Leads

1. Email Development and Marketing:

With email marketing, it’s easy to connect

with your customers and for customers to

share your message with their networks.

And the more customers spread the word

about your business the more you grow.

Email marketing remains unbeaten, with

ROI still almost $41 per dollar spent and is

particularly effective when integrated with

social media (DMA).

• Email is a valued

channel across nearly

all message types,

from patient care (49%) and

health tips (68%) to seasonal

reminders and payment

reminders (56%)

• 77% of consumers want to

get marketing messages via

email and there is NO Close

Second Place

(Source: TeleVox)


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2. Creation and Optimization of Landing Pages containing

Lead Generating Forms Online marketers have used the term “landing page” for many years to describe a sales

tactic focused on getting people to take one, specific action. Today, landing pages have

simply become a required element in the marketing toolbox for every imaginable

business. Why? The short answer is because they help increase your conversion rates

because they are focused on a single objective that matches the intent of the promotion

that your visitors clicked on to reach your page.

Landing pages are your lead capture workhorse. Whether you have an available white

paper or ebook, you want to build your email newsletter sign-up database or you have a

workshop to promote you will want to create signup forms for these landing pages. Your

signups will soar when you create a page that details, sells and demonstrates the benefits

of acquiring your free report. A landing page with video, audio, images, descriptions and

very intuitive call to action is a must for lead capture campaigns.

Focusing on your users instead of yourself can increase sales by

90%.

Removing unnecessary details from your landing page can increase conversions

by approximately 60% (Neilson).


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Step #3: Promotion

We’ve discussed that content is king and publishing engaging, high-impact and information-rich

website, blog, social and premium content is a solid start. However, producing excellent

content without promotion will not secure your status as an industry thought leader or increase

lead generation or conversion.

Recommended Promotional Tactics:

1. Google Ad Words

81% of people click on a sponsored link when looking for health

information (Geocentric)

Visibility in web searches is the most important element when conducting awareness and branding campaigns on television. Search results are the bridge that connects consumers to your web content and Google AdWords is the most direct and efficient way to be seen on the world’s largest search engine. AdWords campaigns are easily scalable and managed to control advertising costs – meaning that you only pay for performance. Also, an AdWords campaign can be quickly and cost-effectively retooled to any strategic goal once priorities shift. Detailed reporting on your campaign will provide valuable insight into how your prospects are searching with keywords and what ads are motivating them to click through to your content.

2. Media Management Traditional media tactics, like Television advertising, make an impression on consumers that drives curiosity – and action. Leading those prospects to your digital information sources - like your website, email marketing, blog, et cetera – is the best role of traditional media today.

TV is efficient. Television has the broadest reach across most demographics, and the

average television viewer watches 4.3 hours of television each day.

TV builds brands. Television is an authoritative medium that builds credibility in the

minds of the target audience, building the trust relationship that augments the

effectiveness of digital tactics.


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Integrated Digital Marketing Checklist: Use this checklist to ensure you are doing all you can to put inbound marketing to work for your company!

1. Website Optimization: Visual Design: [ ] Does your website provide a GREAT first impression?

Users form opinions about your website in less than 50 milliseconds that helps them decide whether they trust you and will stay on your website or move on to a competitor. First impressions are 94% design related.

Interaction and Usability Design:

[ ] Is your home page and navigation architecture logical and focused [ ] Is your website optimized for Mobile audiences? [ ] Do you have an integrated and easy to use Content Management System?

Conversion:

[ ] Are Calls to Action Present and Effective? [ ] Are Forms and Value statements present and Effective? [ ] Is website content informative, interesting and entertaining?

2. Creation of Premium Content Blogs: [ ] Do you have an optimized blog page with lead generating forms and RSS feeds [ ] Are you posting blogs optimally 4+ X per month or minimum of 3X per month? [ ] Do your blogs have call to action buttons and inbound marketing forms?

Social Media: Do you have the right social platforms in place, with engaging contet that are designed and optimized for your brand: [ ] Facebook [ ] YouTube [ ] Twitter [ ] Pinterest [ ] Google + [ ] Other?

[ ] Are your social platforms promoting your Website, Blog and Whitepapers? [ ] Do you social platforms have call to action buttons and inbound marketing forms?


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Email Development and Marketing [ ] Are your email campaigns CANSpam compliant? [ ] Are your templates developed to display correctly on multiple email readers? [ ] Is your email marketing mobile optimized? [ ] Are your newsletters informative and easy to interpret? [ ] Are they designed with online audiences’ needs in mind?

Online Video Topics:

[ ] Company / staff introduction? [ ] Products? [ ] Testimonials? [ ] Solutions? [ ] Processes? [ ] Culture?

Production: [ ] Who will write? [ ] Who will produce? [ ] Is talent needed? [ ] Do you have a YouTube business channel and is it optimized?

3. Creation and Optimization of Landing Pages containing Lead Generating Forms

[ ] Are pages SEO optimized? [ ] Do landing pages need custom URL? [ ] Are landing pages mobile optimized? [ ] Is there video available? [ ] Are lead capturing forms developed? [ ] Who’s email addresses are forms directed to? [ ] What is plan to convert after data is collected?

4. Promotion

What strategies will you use to promote your inbound strategies? [ ] Facebook [ ] Twitter [ ] LinkedIn [ ] Google + [ ] TV and Radio? [ ] Print [ ] Public Relations (Digital / Print)? [ ] Outdoor? [ ] Other?


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About TAG

We believe great things are possible and everything springs from your goals. TAG is a fully integrated marketing communications company serving businesses in nearly every industry for clients throughout the nation. Marketing isn’t new to us and our web services team is recognized as a leader in the digital space. When you partner with our TAG, you’ll have better control over timelines and budget, without losing access to local, friendly and responsive web support.

TAG Communications In-House Areas of Expertise

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Account Management

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Project Coordination

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Direct Mail

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Yellow Pages Management

Google AdWords Certification

Social Media Management

Digital Media Management

Traditional Media Management Graphic Design

Web Development


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