Reinventing Digital Marketing Campaigns
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Today’s digital marketing strategy needs to be broader than just setting up a monthly pay-per-click campaign. It’s time to get serious about using digital marketing to generate results. Learn how to create digital marketing campaigns based on agile marketing principles – campaigns that are creative, flexible and most importantly, produce immediate, tangible results. In this webinar, you’ll learn how to: Create a digital marketing campaign that incorporates various communication channels – print, television, direct mail, websites, social media, blogs, pay-per-click, QR codes, etc. – to get the most impact Make constant and rapid adjustments to campaigns to reflect changes in the market Prioritize work that can be delivered quickly and get your messages to the market faster than your competitors Use real-life hospital examples to inspire your own marketing campaigns
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Reinventing Digital Marketing Campaigns
- 1. Reinventing Digital Marketing Campaigns BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
- 2. Today’s Presenter Ben Dillon, MBA | VP & eHealth Evangelist Geonetric, Inc. Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years. He’s also a Twitter junkie – follow him at @benatgeo. TWEET IT: #GEOLIVE
- 4. About Geonetric Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems. TWEET IT: #GEOLIVE
- 5. Video Of This Webinar Watch the Video Learn how to create digital marketing campaigns based on agile marketing principles – campaigns that are creative, flexible and most importantly, produce immediate, tangible results. Visit our website to watch a free recording of our popular webinar. Watch the Reinventing Digital Marketing Campaigns webinar! TWEET IT: #GEOLIVE
- 6. New White Paper Available Fill out the survey at the end of the webinar and we’ll send one your way. Request your free copy! TWEET IT: #GEOLIVE
- 7. Reinventing Digital Marketing Campaigns BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
- 8. Beware: Incoming Rant TWEET IT: #GEOLIVE
- 9. <<Intro>>
- 10. “Half of marketing dollars are wasted. I just don’t know which half.” Source: John Wannamaker Fortunately, a recent study indicates that only 40% of marketing investment is wasted. Source: SIRFs-Up by Rex Briggs
- 11. No Excuses Not to Measure… Your Marketing
- 12. How Do We Fix Healthcare Marketing? TWEET IT: #GEOLIVE
- 13. Make Campaigns Results-Driven TWEET IT: #GEOLIVE
- 14. What Do You Want Your Ads to Accomplish? • Communicate just how awesome we are • Make internal constituencies happy • Build awareness TWEET IT: #GEOLIVE
- 15. Awareness is a Crutch TWEET IT: #GEOLIVE
- 17. Campaigns Should Deliver Value Fast TWEET IT: #GEOLIVE
- 18. Traditional Campaign Plan Months of work, and then it all goes live! TWEET IT: #GEOLIVE
- 19. Campaigns Must Be Flexible TWEET IT: #GEOLIVE
- 20. “ TWEET IT: #GEOLIVE No plan survives first contact with the enemy.” - Dwight Eisenhower
- 21. Campaigns Need to Fish Where the Fish Are TWEET IT: #GEOLIVE
- 22. Health Consumers are Spending More Time Online Are You?
- 24. Digital Marketing And Responsive Campaigns
- 25. Goals Create Focus TWEET IT: #GEOLIVE
- 26. “ I've also learned that only through focus can you do world-class things, no matter how capable you are." - Bill Gates TWEET IT: #GEOLIVE
- 27. Example • Think of a PPC campaign • What number do we focus on? • Walk the process: TWEET IT: #GEOLIVE
- 28. Example • You need to do a lot of things right… Right landing page Effective landing page Right user Right message TWEET IT: #GEOLIVE Efficient conversion form Right call to action Fielding opportunities Service retention
- 29. The Responsive Marketing Universe End-to-End Campaigns TWEET IT: #GEOLIVE
- 31. Attraction Get attention, drive traffic • Social media • Press releases • PPC • Infographics • Billboards • TV spots • Postcards / Direct mail TWEET IT: #GEOLIVE
- 32. Connection Content that guides the user to take action: • Websites • Microsites • Landing pages • Blog posts TWEET IT: #GEOLIVE
- 33. Conversion Users identify themselves in exchange for something of value; completes an action you want them to take: • Calendar registration • Appointment requests • Trackable phone calls • Other forms TWEET IT: #GEOLIVE
- 34. Executing Digital Service Line Marketing TWEET IT: #GEOLIVE
- 36. Agile Marketing Attraction Connection Conversion It Begins with a Goal TWEET IT: #GEOLIVE
- 37. Our Goal: Generate as Many Colonoscopies as Possible TWEET IT: #GEOLIVE
- 38. Start with Your Conversion TWEET IT: #GEOLIVE
- 39. What’s a Conversion? • Schedule an: – Appointment – Colonoscopy – Mammogram – Heart screening – Second opinion • Attend a: – Support group Two “flavors” – Education session • Demand generation • Qualifying assessment • Demand capture • Sign up for more information… TWEET IT: #GEOLIVE
- 40. Tracking Requires Planning TWEET IT: #GEOLIVE
- 41. Develop Creative TWEET IT: #GEOLIVE
- 42. Social Media and Creative TWEET IT: #GEOLIVE
- 43. Matching Landing Pages to Ads Improves Conversion TWEET IT: #GEOLIVE
- 44. Then Promote Online (PPC) TWEET IT: #GEOLIVE
- 45. And Offline (TV) TWEET IT: #GEOLIVE
- 46. Leverage Community Building and Networks (Email and Social Media) • Three different messages Healthplex • Three different audiences • Each drive to complementary landing page • Trackable phone number Healthy Living After 50 TWEET IT: #GEOLIVE Women’s Wellness
- 47. It’s a Big, Big World, So Get Creative (Pandora Advertising) TWEET IT: #GEOLIVE
- 48. Measure Results: 90 Days 73 Colonoscopies TWEET IT: #GEOLIVE
- 49. What Made This Responsive? • Small, cross-disciplinary teams that control end-to-end campaigns – Creative – Interactive Marketing – Content • Do small things quickly, and learn from them • Do stuff that delivers results • Measure everything, and improve continually as you learn • Focused on one clear, measurable goal at a time TWEET IT: #GEOLIVE
- 50. Week 1 Research and Tasking
- 51. Start Performing Tasks in Order of Importance TWEET IT: #GEOLIVE
- 53. Track Every Step 1-2 WEEK PLANNING CYCLES TWEET IT: #GEOLIVE
- 54. Redesigned Form Based on Analytics TWEET IT: #GEOLIVE
- 55. A/B Testing TWEET IT: #GEOLIVE
- 56. Dynamically Changing the Marketing Mix TWEET IT: #GEOLIVE
- 57. Be Thoughtful About Your Marketing Mix! Billboards Transit Sponsorships Digital TV Radio Print TWEET IT: #GEOLIVE
- 58. TV Direct Mail Postcards Blogs PURLS Landing Page Microsites Banner Ads Radio Phone Inquiry Form Infographics Billboards Website Email Marketing TWEET IT: #GEOLIVE Social Media PPC Attraction Connection Conversion
- 59. Pressure to Defend Value Tracked Value Here Direct URL Home Page Online Conversion PPC Interior Page Tracked Phone # Social Media Landing Page Departure / Untracked Phone # Search Engine Vanity URL TWEET IT: #GEOLIVE Most Visits Here
- 60. Open Mind to New Ways of Working TWEET IT: #GEOLIVE
- 62. Video Of This Webinar Watch the Video Learn how to create digital marketing campaigns based on agile marketing principles – campaigns that are creative, flexible and most importantly, produce immediate, tangible results. Visit our website to watch a free recording of our popular webinar. Watch the Reinventing Digital Marketing Campaigns webinar! TWEET IT: #GEOLIVE
- 63. New White Paper Available Fill out the survey at the end of the webinar and we’ll send one your way. Request your free copy! TWEET IT: #GEOLIVE
- 64. The End TWEET IT: #GEOLIVE
Notas do Editor
- Reinventing Digital Marketing CampaignsToday’s digital marketing strategy needs to be broader than just setting up a monthly pay-per-click campaign. It’s time to get serious about using digital marketing to generate results. Attend this webinar and learn how to create digital marketing campaigns based on agile marketing principles – campaigns that are creative, flexible and most importantly, produce immediate, tangible results.In this webinar, you’ll learn how to:Create a digital marketing campaign that incorporates various communication channels – print, television, direct mail, websites, social media, blogs, pay-per-click, QR codes, etc. – to get the most impactMake constant and rapid adjustments to campaigns to reflect changes in the marketPrioritize work that can be delivered quickly and get your messages to the market faster than your competitorsUse real-life hospital examples to inspire your own marketing campaigns
- This slide shows some of our current clients which includes small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System. Are there any that stand out?
- We provide marketing services to leading healthcare systems, hospitals, and practices. <http://www.geonetric.com/services/>We create VitalSite, the Healthcare CMS for hospitals, systems and healthcare organizations. <http://www.geonetric.com/vitalsite/cms/>
- Unable to attend the webinar? No problem…we recorded it! http://www.geonetric.com/resources/webinars/2013/digital-marketing-campaigns/
- https://www.geonetric.com/resources/white-papers/download-responsive-campaigns/
- Reinventing Digital Marketing CampaignsMay 23, 2013 – 3:00 p.m. CTToday’s digital marketing strategy needs to be broader than just setting up a monthly pay-per-click campaign. It’s time to get serious about using digital marketing to generate results. Attend this webinar and learn how to create digital marketing campaigns based on agile marketing principles – campaigns that are creative, flexible and most importantly, produce immediate, tangible results.In this webinar, you’ll learn how to:Create a digital marketing campaign that incorporates various communication channels – print, television, direct mail, websites, social media, blogs, pay-per-click, QR codes, etc. – to get the most impactMake constant and rapid adjustments to campaigns to reflect changes in the marketPrioritize work that can be delivered quickly and get your messages to the market faster than your competitorsUse real-life hospital examples to inspire your own marketing campaigns
- We spend so little here, every dollar needs to be working for us.
- Healthcare marketing is broken. We’ve all seen it. We all experience it.Have you done a billboard for a campaign because “your CEO will see it on the way home”? Have you worked on a branding project for 8 months only to have your competitor drop identical messaging into the marketplace just days before the launch? Do you use the same marketing mix for campaign after campaign because you really haven’t a clue which of your channels are paying off and which aren’t?It seems that more and more marketing departments are just going through the motions. In an environment where we’re under increasing pressure to demonstrate meaningful results we spend our time building “awareness” rather than building service line volumes. We can’t go on like this!
- No excuses anymore – lots of measurement. Changes the game. Measurement needs to be something that matters, though.
- Problem statement: Marketing campaigns aren’t results-driven. Too often marketing campaigns get hung up on measuring soft metrics - like brand awareness. If they even measure at all. No amount of focus groups and gut instinct will do it – you need to see your messages and tactics perform in the market. Responsive campaigns take a different approach. They focus on results. Real, tangible numbers. You start with an agreed-upon goal.
- Awareness was great in the age of Mad Men, but not today.Taken a metric designed to price billboards or tv spots - # of eyeballs – and made it somehow a metric of success
- What about a campaign that brought in 73 colonoscopies?
- Problem statement: Marketing campaigns take a long time to launch and an even longer time to see value.The typical cycle. Months and months and then a big reveal. Then what? What value do you have to show to your CEO for that investment? When will you ever see value? Responsive campaigns move faster than that. With this approach, the foundation of your campaign is live within 20 days, so you don’t have to wait to see value.
- Long time to valueLots of wasted effortWhat if the messaging doesn’t work? What if you’re hitting the wrong audience? What if your internal folks drop the ball? Don’t know for ages (if at all)
- Problem statement: Marketing campaigns aren’t flexible. It’s the day of your big campaign launch… what if the message didn’t resonate the way you expected? What if something happened in your community the day before your big reveal and then you look insensitive, out of touch? Responsive campaigns work in two week sprints. This allows you to make constant and rapid adjustments to reflect changes in your market or new information.
- Look to that Gantt chart from before. You put a plan in place, you execute. How does data on the ground steer that execution? How does the strategy change based on initial successes and failure?It doesn’t. What feedback do you get on a billboard? Meaningful feedback, not your neighbor being nice. TV? Radio?The reality is that by the time you know if you’ve moved the needle, it’s too late to make changes.
- We’re all spending more time online. If you’re not connecting through digital media, you’re now missing people that you once caught. Campaigns are less effective without digital
- Shotgun – Contributes to noiseDesensitizes people to the messages you want them to hearWastefulMakes you think your efforts are more successful than they are
- integrated end-to-end campaigns. focusing on the entire spectrum of your interactions with prospects and determining which – from start to finish – get you to your goals. It helps to look at a visual
- So here we have our agile marketing universe, with three rings circling a goal. We’ll call this outer ring the attraction orbit – almost like a force field pulling in prospects toward the center.The middle ring is where you actually connect with prospective patients – where they touch down and learn a little about the landscape.The inner ring is where conversions happen – where people take specific action toward a goal.You’ll be seeing a lot of this image as context to our discussion about agile marketing. Let’s look at each orbit.
- Starting from the outside in with attraction. Your goal in this orbit is to attract attention, to be noticed, to build relationships. The activity in this orbit includes content marketing, but also encompasses things like Pay Per Click campaigns and offline initiatives such as billboards, tv, radio and direct mail.
- The connection ring includes things with more substance and staying power. You’re giving prospects a place to land and, once they arrive, you’re showing them around, taking them to related places, and giving them opportunities to connect.
- This inner circle is where things really start happening. An actual exchange is taking place. Users identify themselves…They get something, you get something – and they move closer to the center.
- So here we have our agile marketing universe, with three rings circling a goal. We’ll call this outer ring the attraction orbit – almost like a force field pulling in prospects toward the center.The middle ring is where you actually connect with prospective patients – where they touch down and learn a little about the landscape.The inner ring is where conversions happen – where people take specific action toward a goal.You’ll be seeing a lot of this image as context to our discussion about agile marketing. Let’s look at each orbit.
- So here we have our agile marketing universe, with three rings circling a goal. We’ll call this outer ring the attraction orbit – almost like a force field pulling in prospects toward the center.The middle ring is where you actually connect with prospective patients – where they touch down and learn a little about the landscape.The inner ring is where conversions happen – where people take specific action toward a goal.You’ll be seeing a lot of this image as context to our discussion about agile marketing. Let’s look at each orbit.
- Clearly definedMeasurable/quantifiable
- Conversion – scheduling a colonoscopy
- Back surgery
- Built off of the agile sw development methodologies.
- Identify where the issues are. Say, we have trouble with the forms – call center demands very long forms…
- People coming from the old world – write it out. Can’t win that battle? Bring in the data.
- So many tactics.In the digital realm, one thing that is consistent across them is the need for great content.
- Online and offline working together in harmonyUltimate trackabilityDefensible ROIWe can be better at this, too.Testing messaging in the market online vs. focus group
- Unable to attend the webinar? No problem…we recorded it! http://www.geonetric.com/resources/webinars/2013/digital-marketing-campaigns/
- https://www.geonetric.com/resources/white-papers/download-responsive-campaigns/