Proceed Until ApprehendedThe Convergence of Search, Social and Content

Dawna Jarvis, Digital DirectorKalee Wombacher, Digital Marketing SpecialistVia Christi Health

Moderator: Andrea SobotorManager, Optimization Services - MEDSEEK

Comment on Twitter using #eHCCFollow us @ViaChristi

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About Dawna and Kalee

Dawna Jarvis,Digital Director

Kalee Wombacher,Digital Marketing Specialist

a.k.a. Dynamic Duo Mantra: Proceed Until

Apprehended (OR: ask forgiveness, not permission)

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About

Kansas-based Catholic Health System• 12 hospitals• 16 senior villages• 94 points of patient access• 300 physicians• 10,000 employees

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What You Will Learn From This Session

Integration of Offline and Online SEO ROI Social Media Assets

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Social Facts

Facebook will reach 143.4 M in the US in 2012, up 8.2% from 2011.

About 2/3 of web users will use social networks in 2012.

More than 90% of social network users will be on Facebook in 2012.

Source: Hubspot

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Challenge(s) Via Christi Health Faced

Stale content Digital void in campaigns Vacuum in local health news

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Result(s) Via Christi Health Sought

Digital-centricity Cross-platform Integration Growth of external audience with

expanded storytelling Regional Online Health Authority

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Understanding the PatientWhere are they and what are they

doing

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Meet Tina

• 40-year-old divorced mother with two middle school kids

• Career woman• Parents still live in Wichita• Healthy, active and interested in

prevention and wellness• Takes care of kids’ and parents’

and her own medical care• Researches medical conditions

on WebMD, Dr. Oz, Google and various discussion boards.

• Physician referral from friends and colleagues

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Channel Importance

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Where are our patients online?

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Meeting the Patient Online

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Social Media Footprint

People are not listening to you, they are listening to what other people are saying about you.

Join the conversation!

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How are we using social media

• Customer service• Community outreach • Education • Media relations • Crisis communications • Recruiting• Brand monitoring

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Video Footprint

Health-focused messaging Video Strategy:

• Patient stories• Physician interviews• Wellness information• Community events• Feel good

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Blogging Footprint

Frequent Updates from Experts

Reach: 2,100 UV/mo Engagement: 2 min

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Marketing and Digital Come Together

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Integration: Offline to Online

Weight Loss and Bariatric Surgery Campaign

Jan 1 – Mar 1, 2012

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Success KPIs

• Reach• Engagement• Frequency

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Media Touchpoints

It takes 18+ touchpoints to convey your message.

of them will take place in the 48 hours prior to conversion.

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Typical Lead Generation vs. Via Christi

All Inquiries

Sales Ready Leads

Conversions

39%

29%

64%

49%

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Bariatric Surgery Results

52 call center inquiries • 225% lift MOM

33 orientations • 1000% lift MOM• 63.5% Yield

16 new patients in January $217,632 revenue

• ROI 269%• Conversion Rate: 48.5%

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Weight Mgmt Campaign (aka Gravy Train) 20 new patients in January 102 call center inquiries

• 343% lift MOM 79 in-person orientations

• 365% lift MOM $30,000 potential revenue

• Marketing ROI 332%

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Bottom Line

2011 20120

50100150200250300350

$-

$40

$80

$120

$160

$200

January February March Cost

Leads CPL

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Tips and Hints

Re-purpose everything! Align channel to message Conduct keyword research

FIRST Set up conversion goals Patience and persistence Proceed until apprehended

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What We’d Do Differently

Bring in SEO sooner Monitor in-page analytics Tweet and post more often Engage physicians

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People-Powered Optimization

Dawna Jarvis and Kalee WombacherVia Christi Healthwww.viachristi.org