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Creating Value—and Positioning Your Brand—Through Digital Health Content MarketingLindsay Rothstein, Senior Director, Marketing & Communications, Johns Hopkins Medicine International Aaron Watkins, Senior Director, Internet Strategy, Johns Hopkins Medicine

Be true to your brand.

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Be authentic.

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Be authentic.

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Be authentic.

No matter what a person learns on our site, the most important factor in their decision to us is their first contact with one of our employees.

Be consumer-focused.

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Conditions, Treatments,

Professionals’ Names

ServiceLine Web Presence

EngagingHealth

Content

Hospital Web

Presence

Faculty Physician Profiles

Research Lab

Profiles

Be integrated.

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Goal #3

Goal #1

Goal #2

Asset #1

Asset #2

Asset #3

Be integrated.

(114)*Golden Year Guardians: 11%

Blue Sky Boomers: 8%

Autumn Years: 8%

Singles & Starters: 8%Thriving Boomers: 7%

Power Elite: 7%

*Hopkinsmedicine.org Over Indexes vs. IndustrySource: Hitwise 12 rolling weeks ending 10/1/16

Be engaging.

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Source: Pew Internet, The Social Life of Health Information, 2012

What are they looking for?• conditions or diseases• treatments or procedures• names of doctors or other

health professionals

77% of health activity begins here

Be where they are.

Be where they are.

55% of searchers click on the first 3 positions in Google.

Source: moz.com/blog/google-organic-click-through-rates-in-2014

31%

14% 10% 7% 6% 4% 4% 2%

1 2 3 4 5 6-10 P. 2 P. 3+11

Source: moz.com/blog/google-organic-click-through-rates-in-2014

31%

14% 10% 7% 6% 4% 4% 2%

1 2 3 4 5 6-10 P. 2 P. 3+12

keywords traffic valueJHM 91k 1.0M $2.6M

Be where they are.

Be reassuring.

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Be mobile.

65% of health-related traffic on our site comes from a phone or tablet.

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Be forward thinking.

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