Learn about the latest marketing trends and opportunities we have seen within the health care industry this year.

1. Health
Care
Marketing
Checkup
2014

2. The Landscape

3. The Landscape
- Demand for health care services is driven by demographics and
advances in medical care and technology.
- Chattanooga is viewed as a destination for cutting edge medical
services within certain sectors.
- Many health care companies lack support for marketing initiatives.
Medical Stats - Chattanooga
Hospitals/Beds
11 / 5,459
Nursing Homes/Beds
12 / 1,779
Medical Doctors
1,138
Dentists
247
Sources: Tennessee Department of Health, 2013

4. Trends

5. Trends
- 40% of consumers said that social media affects the way they deal
with health decisions. (pew research)
- 60% of consumers trust doctors who post health information.
o Outranks hospitals (55%), friends they know (45%), and the
government (46%).

6. Trends
- 85% of consumers search for local businesses online before
visiting.
o 60% of those searches happen on a smart phone.
- 74% of consumers prefer to receive commercial communications
via email.
- 66% of small businesses in 2013 said that email produced a
“good” or “excellent” ROI for them.
o Email remains the tool most used by Americans to connect
with brands (49%).

7. Trends
Of adults with a smartphone:
1 in 2 use it for health information

8. Changes

9. Changes
- Importance of measurement
- Responsive web design & development
- Increased importance of social media
- Shift from print to digital
o Directory listings
o Digital ads

10. Changes
“Where there is Change, there is Opportunity”.

11. Challenges

12. Challenges
1. HIPAA regulations
2. Budget constraints
3. Marketing know-how

13. Opportunities

14. Opportunities
Inbound Marketing
- SEO – increase budgets to help facilitate marketing automation
- Content – create a strategy, add video
- Social Media – use the platform your target demographic is using
- Mobile – redesign and develop your website for mobile
- Local – focus on directory listings because local mobile search
converts
- Email – Consistently deliver emails to promote loyalty

15. Opportunities
Other Tactics
- Analytics – create a custom dashboard
- Keyword Research – quarterly review keywords by search engine
- Site Audits – semi annually review your website
- Usability Analysis – understand how your site needs to work for
your audience
- Local Search – audit and update directory listings
- Public Relations – invest time to improve media relations
- Graphic Design – invest in good creative, the industry lacks and it
is an opportunity to stand out.

16. Examples

17. Examples

18. Examples

19. Examples

20. Examples

21. Examples

22. Examples

23. Examples

24. Thank You
download link:
bit.ly/hc2014scg