Overview of search engine marketing in healthcare including tips on optimising your website (SEO) and Pay Per Click Advertising.

1. SEARCH ENGINE MARKETING IN
HEALTHCARE
CHRIS FINCH – SALES AND MARKETING DIRECTOR
ANTHONY MARSHALL – TECHNICAL DIRECTOR
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2. About Us
• The Technology Studio:
– Web, mobile, exhibition and enterprise software
development
– Healthcare, Travel, Commercial Property, Professional
Services
• Chris Finch
– 10 years Pharmaceutical Experience
• Senior Brand Manager, Regional Business Manager, Digital
Marketing Manager
• Digital category Judge at 2010 Communiqué awards
• Anthony Marshall
– 15 years web development experience
• Travel, Commercial Property, Financial Services
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3. Websites are easy really!
1. Get as many of your target audience as possible to visit your website
Attract
Engage
Convert
2. Get them to do what you want when they are there

4. Websites are easy really!
1. Get as many of your target audience as possible to visit your website
SEO
PPC
Other Marketing
Content
Usability
2. Get them to do what you want when they are there

5. Avoid the “Digital Desert”
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6. Agenda
• Why is SEO important?
• Key principals of SEO
• Pay Per Click Advertising (PPC)
• Under the bonnet
• Case study

7. Why is SEO important?
Whenever you need to find out some
information at work or play, what is the
first thing you do?

8. Why is SEO important?
What is the meaning of life?

9. European online searching for
health Information
85% of Europeans online Most popular resources are
are searching for health & Wikipedia, followed by
prescription drug national news & health
information channels
YouTube is 4th most popular Google is the most popular
way to access health search engine for health in
information Europe
Sources: Manhattan Research and Google 2009/10

10. Health info is 3rd most popular
online activity
Source: 2010 pewinternet.org
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11. Internet is 1st resource for HCPs
First resource used by Physicians to gather health information
Online resources 57%
Books 41%
Training 35%
Health-related organizations 33%
Peer-reviewed journals 32%
Colleagues 30%
0% 25% 50% 75%
Q515 Please rank the resources that you rely on in order from 1 to 3.
Base: Use Resource: Online resource (n=105); Books (n=32); Training (n=131); Health-related organizations (n=33); Peer-reviewed journals (n=129); Colleagues (n=88).
Source: Harris Interactive

12. Physicians start with Search
First online resource used by Physicians to gather health information
Search Engine 40% 77% Google
Medscape/Medline 10%
Website for a peer-reviewed journal 7%
Website for a health-related org or assoc 6%
Web MD 5%
PubMed 4%
Website for a pharmaceutical company 4%
Other Resource 24%
Q620 At which one online resource did you begin gathering information for your most recent health, medical, or prescription drug inquiry? Base: Use Online Resource (n=218)
Q622 You mentioned you used a search engine to begin gathering information for your most recent inquiry. Which one did you use? Base: Used Search Engine First (n=74)
Source: Harris Interactive

13. Why is SEO important?
When you use a search engine which
results do you click on?

15. Agenda
• Why is SEO important?
• Key principals of SEO
• Pay Per Click Advertising (PPC)
• Under the bonnet
• Case study

16. The 3 SEO Layers
Improving Credibility
Optimising Content
Improving Accessibility
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17. The 3 SEO Layers
Improving Accessibility
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18. 2 different views of the world
• What we see: • What search engines see:
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19. The 3 SEO Layers
Optimising Content
Improving Accessibility
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20. Targeted content creation
The content gospel according to Google:
“Google goes far beyond the number of times a
term appears on a page and examines all
aspects of the page's content (and the content
of the pages linking to it) to determine if it's a
good match for your query”.
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21. Targeted content creation
In other words:
• Relevant use of key-phrases within site copy
• Relevant use of key-phrases in site structure
• Inbound links from sites with relevant content
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22. How do you create relevant
content?
• Know your business
– What are you selling
– Who are you selling it to?
• Know your targets search habits
– Key-phrase Analysis
• Use key-phrases in copy, links, titles,
descriptions, headers…
• Create extra “key-phrase rich” content pages
• Utilise the “long tail”…
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23. The long tail
e.g. Cholesterol
Volume of traffic
e.g. LDL Cholesterol
e.g. LDL Cholesterol in Diabetics
e.g. LDL Cholesterol in Diabetics with statin
Search term
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24. The 3 SEO Layers
Improving Credibility
Optimising Content
Improving Accessibility
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25. Win Google's respect!
Overall Ranking Algorithm
66% Inbound Links
Source: http://www.seomoz.org/article/search-ranking-factors
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26. SEO - Health care challenges
• Recency
– More frequently updated sites rank better
– Long approval processes. Not suited to websites, paper job bags!
• Content challenges
– Pharma uses industry/medical text
– Real people use other words
– People don’t read, they scan websites – therefore need different
writing style
• Tagging challenges
– Meta tags show in search results
• No consistency on how these should be approved
• Discomfort with social media
– Start simple and develop as comfort increases
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27. SEO Summary
• As many relevant, inbound links from quality
sources as possible
• Recent, key-phrase rich, relevant content
– On and off page
– Utilise long tail
• Drive links on social sites
– E.g. Janssen-Cilag ADHD YouTube channel, Levitra In-
Bed videos on YouTube
• Easy on-site navigation
• Clear call to action to increase on site clicks
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28. Agenda
• Why is SEO important?
• Key principals of SEO
• Pay Per Click Advertising (PPC)
• Under the bonnet
• Case study

29. When to implement PPC
If you can’t compete here… …you can advertise here
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30. The relationship between SEO
and PPC
Source of traffic
Time
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31. It’s not just about Google…
Source: Alexa Global Traffic as of 21/2/20111
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32. Benefits of PPC
• Control
– When you advertise
– Bid price and spend
– Keywords for which your advert appears
– Message the user sees
– Immediate results
• Low Risk
– “Pay-per-click” pricing model: you pay only when
a user clicks and NOT per impression
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33. Health care challenges of PPC
• Google don’t allow PPC for prescription brand
sites
– Use Google for disease awareness campaigns
– Consider alternatives e.g. Bing, Facebook
• Keyword challenges
– Understand your audience
– Use human not medical terminology
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34. Agenda
• Why is SEO important?
• Key principals of SEO
• Pay Per Click Advertising (PPC)
• Under the bonnet
• Case study

35. Under the bonnet
• Some free tools:
– Google PageRank
– Website Grader
• Meta tags
• Heading “h” tags
• Anchor “a” links
• Image “Alt” tags
• Javascript/jQuery
• Flash

36. Google PageRank
• Measures relative importance of site
• Extension available in Chrome:
• In Google toolbar in IE and Firefox:
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37. Website Grader
• Measures the effectiveness of a website’s
marketing
• Go to www.websitegrader.com and enter the
url of the site you want to measure
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38. Agenda
• Why is SEO important?
• Key principals of SEO
• Pay Per Click Advertising (PPC)
• Under the bonnet
• Case study

39. Bad SEO – ?.co.uk
Only 1 header on
page and no
keywords in it
Limited copy and
few keywords
Password
protection means
Google can’t index
site and users won’t
enter
Google can’t go
through submit
buttons

40. Bad SEO – ?.co.uk
Content is entirely in
Flash – no content as
far as Google can see
Navigation is very
unintuitive
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41. Bad SEO – ?.co.uk
• How iPhones and iPads “see” Flash websites
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42. No meta tags
Standard code layout
No image Alt tags
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43. The result?
• Website Grade 0
• Only 4 pages
indexed
• Doesn’t appear
in first 10 pages
of Google results
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44. Good SEO – Novaloca.com
• Novaloca is a small independent commercial
property portal
• Unable to compete with big multi-national
competitors
• Focus on natural search and usability
– Long tail terms
– Relevant content and linking
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45. Blog to maintain fresh
content and drive
backlinks
Relevant page titles
and simple navigation
Key-phrase rich copy -
14 mentions of
“commercial
property”
Clear call to action
ensures high click
through volumes
No wasted screen real
estate
Key phrased links for keywords and also
easy access for Google to spider 45

46. Key-phrase rich
header and meta tags
Source ordered
content
Key-phrase rich h1
tags
Key-phrase rich
image alt tags
Secondary “h” tags
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47. The result?
• Website grade
of 96
• Over 299,000
indexed pages
• 1st place
ranking for
many long tail
terms
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48. Measuring success of SEO and
PPC
• Basic Stats:
– Visitors
– Time on site
– Page views
– Bounce rate
• Unique Stats:
– E.g. downloads of information leaflet
– Requests for rep visits
• Comparator stats
– Alexa, Hitwise
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49. Summary
• Your target audience behave like every consumer
– Start with search
• Focus on attraction (SEO) and conversion
(usability)
• Key elements of SEO
– High quality relevant backlinks
– Key-phrase rich relevant content
• PPC can help in the short term
– Utilise the long tail
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50. Thank You
• Web, Mobile, Exhibition and Enterprise Software
www.thetechnologystudio.co.uk
• Contact:
– info@thetechnologystudio.co.uk
– +44 (0)845 6429 880
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