Top 5 Ways for Hospitals to Engage New Patients Immediately
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1) The document discusses 5 tactics to immediately engage more patients online: creating keyword-rich content, leveraging Google Places for local search, focusing on social media ratings and reviews, using video, and employing digital public relations. 2) It emphasizes the importance of relevant, local content and claims that video is a highly effective medium, with people watching hundreds of videos per month on average. 3) Public relations in the digital age involves strategies like blogging and engaging on social networks to spread key messages and drive traffic to your website.
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Top 5 Ways for Hospitals to Engage New Patients Immediately
- 1. 5 Tactics to Immediately Engage More Patients Online Presentation Date: June 2011 James Windrow
- 2. Where do people search for healthcare information? Presentation Date: June 2011 James Windrow
- 3. Most Influential Sources of Health Information Pharmacist, 2% Insurance Family/Friends, 2% Website, 1% Online Forums, 4% Talk w/Nurse, 8% Advocacy Talk Group, 8% w/Doctor, 44% Not Sure, 9% Google Search, 22% Capstrat and Public Policy Polling, April 2010 Presentation Date: June 2011 James Windrow
- 4. The Data • 80% of all internet users look for health information online • 66% of all internet users look online for information about a specific disease or medical problem • 56% of all internet users look online for information about a certain medical treatment or procedure. • 44% of all internet users look online for information about doctors or other health professionals. • 36% of all internet users look online for information about hospitals or other medical facilities. February 2011, Pew Internet & American Life Project Presentation Date: June 2011 James Windrow
- 5. Health Information Seekers Awareness Action Presentation Date: June 2011 James Windrow
- 6. Health Information Seekers Awareness Action Presentation Date: June 2011 James Windrow
- 7. Health Information Seekers Awareness Action Greatest ROI on Marketing Spend Presentation Date: June 2011 James Windrow
- 8. Health Information Seekers Awareness Action Greatest ROI on Marketing Spend Presentation Date: June 2011 James Windrow
- 9. $50.00 350 $45.00 300 Number of Appointments Cost Per Appointment $40.00 $35.00 250 $30.00 200 $25.00 150 $20.00 $15.00 100 $10.00 50 $5.00 $0.00 0 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Awareness Action Presentation Date: June 2011 James Windrow
- 10. Health Information Providers Awareness Action Presentation Date: June 2011 James Windrow
- 11. Engaging More Patients Ready to Take Action UNIVERSAL SEARCH Presentation Date: June 2011 James Windrow
- 12. Percent who search online after seeing an ad… Magazine ads 47% TV Ads 43% Local Print Ads 42% If you invest in advertising … but don’t invest in search … the response to your ads will be lost to competitors leveraging the power of organic search. Presentation Date: June 2011 James Windrow
- 13. Paid Search Video Websites News Social Media Semantic Presentation Date: June 2011 James Windrow
- 14. Universal Search Also called Blended Search, combines previously separate search elements onto the first page of results. • Branded Content • Local Search (Maps) • Social Media • Video • News • Images • Shopping Presentation Date: June 2011 James Windrow
- 15. Universal Search Also called Blended Search, combines previously separate search elements onto the first page of results. • Branded Content • Local Search (Maps) • Social Media • Video • News • Images • Shopping Presentation Date: June 2011 James Windrow
- 16. 1. Create Relevant Keyword-Rich Content Presentation Date: June 2011 James Windrow
- 17. Keys to SEO (i.e. top rankings) success News, partners, suppli Robust and frequently ers, events, directories updated , blogs, reviews information, news, vide discussion o, blogs, resources groups, press and Inbound Link releases, etc. tools, commenting, fee ds and search- Content Building informed marketing copy. Site Architecture Domain, link structure, titles and tagging, site maps, load time, web compliance and DNS. How does search work? 2011 Presentation Date: June James Windrow
- 18. Presentation Date: June 2011 James Windrow
- 19. 1. Create hyper-relevant, local content that informs and educates. • Allow visitors to choose interests and preferences for best results (web, email and mobile communications) Content 2. Avoid brochure-ware, you wouldn’t read Inbound Link it, neither will others. Building • Use some personality, create Site interactivity through assessments and Architecture online quizzes. 3. Use the terms and keywords that current and prospective patients are using. • Google: Google Keyword Tool How does search work? 2011 Presentation Date: June James Windrow
- 20. 2. Get Local (Hyper-Relevant) Presentation Date: June 2011 James Windrow
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- 22. Presentation Date: June 2011 James Windrow
- 23. Claiming and keeping your Google Places page is essential to local search success. Google: Google Places Presentation Date: June 2011 James Windrow
- 24. Presentation Date: June 2011 James Windrow
- 25. 3. The Real Value of Social Media Presentation Date: June 2011 James Windrow
- 26. Chart on people using ratings and reviews to make decisions on services Presentation Date: June 2011 James Windrow
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- 29. Presentation Date: June 2011 James Windrow
- 30. 4. Video, video, video Presentation Date: June 2011 James Windrow
- 31. • On average 88,600,000 people watch video online each day. • On average we consume 200+ videos each month. Presentation Date: June 2011 James Windrow
- 32. Presentation Date: June 2011 James Windrow
- 33. Google owns YouTube. Any video you upload is immediately add to the Google index. Presentation Date: June 2011 James Windrow
- 34. YouTube Best Practices: 1. Keyword-rich title 2. Keyword-rich description 3. Make the first 27 characters count 4. Keyword-rich tags 5. Take advantage of annotations and captions 6. Add location data for your videos 7. Encourage users to rate the video 8. Encourage embedding, don’t restrict it. Presentation Date: June 2011 James Windrow
- 35. 5. Public relations in a digital world Presentation Date: June 2011 James Windrow
- 36. Presentation Date: June 2011 James Windrow
- 37. Presentation Date: June 2011 James Windrow
- 38. Presentation Date: June 2011 James Windrow
- 39. Presentation Date: June 2011 James Windrow
- 40. Top 5 Ways to Engage New Patients Immediately 1. Create keyword rich, relevant content. 2. Leverage Google Places 3. Focus on ratings and reviews 4. Use video to tell your story 5. Use digital PR to get additional results Presentation Date: June 2011 James Windrow