emerging digital marketing trends in healthcare · • long-form content performs better that short...

Emerging Digital Marketing Trends in Healthcare

Christian Betancourt@cbetancourtpr

Craig Baillie@beetlebaillie

March 7, 2018


ABOUT US

Craig Baillie

Partner / Strategist

Christian Betancourt

Head of Digital


OUR AGENCY

3

Strategy Social Media Paid Media SEO Email Analytics

Digital

Branding Marketing Materials Website Design Event Graphics

Creative

Development Management Optimization Analytics Training & Support

Web

Scripting Production Editing Visual Effects Audio Mixing

Video

Minneapolis-based digital media agency

19 years strong

Our passions are rooted in creative & technology


Today’s Journey

Digital marketing trends impacting the following areas of healthcare marketing:

• Search Engine Optimization (SEO) • Content Marketing • Web & UX • Social Media • Listings & Reviews


Search Engine Optimization (SEO)


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More than 50% of all search queries will be via our voice by 2020. Source: ComScore, 2017


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800,000,000,000voice search queries in 2020

(based on 2017 Google search volume)


PREPARING FOR VOICE SEARCH

TIP #1: Focus on Your Customer’s Language

Nature language is becoming more integrated into search algorithms.

Patients may type “knee specialist” but the same query via voice might be:

“Who is the best knee specialist in Minneapolis?”

Optimize your website content for these queries rather than just keywords.

Source: Paurna Virji, MOZ, 2016.

Voice searches are longer than text queries

Avg. Person Speaks 150 WPM & Only Texts 40 WPM

Suggestion: Document the questions your patients ask over the phone and record the exact words they use to develop content they need most from you.


PREPARING FOR VOICE SEARCH

TIP #2: Focus on Your Location Information

“Micromoments” are changing the way consumers discover & search for businesses:

• I-want-to-buy • I-want-to-know • I-want to-go • I-want-to-do

Ensure all your business listings online are consistent & accurate across all sites.

Also, reviews & ratings matter. Encourage new reviews & respond to all feedback.

Key Takeaway: Up-to-date business listings can help you optimize for voice search.


PREPARING FOR VOICE SEARCH - EXAMPLE: OHIO HEALTH

“Alexa, ask OhioHealth…”

• “for the wait time at Dublin Urgent Care”• “for the nearest urgent care” • “for the hours of the Grove City Urgent Care”• “which urgent cares are open right now”• “for a list of hospitals”• “for the phone number of the Riverside Hospital”• “for the address of the Lewis Center location"


WEB RESEARCH

When you look at 19 healthcare radiology websites what do you learn about content marketed and user experience?


Web Research: A look at 19 Radiology Sites

• Audit: A look at healthcare radiology websites for insights on the site technology, third party tools, and content types

• Key Criteria:

• Branding • Art Direction • Key Content • Call To Actions • Patient Content • Physician Content • Resources & FAQ • Navigation & Organization • Dynamic Content & Video • Photography & Graphics • Search

• Find Location • Make Appointment • Insurance & Pay Bill • Forms • Referral Content • About Us • Services • Contact • News & Blog • Social Media • Careers


Web Research: A few fascinating stats - Too much maybe?

• Total Number of Sites 19

• Total Number of Web Pages 15,810

• Total Number of SEO Issues 56,063

• Total Number of Meta Issues 19,202

• Total with Online Schedule Tool 9

• Total with Online Referral Tool 3

Notes:

• More pages doesn’t correlate with higher ranks

• No problem with too many pages if If pages are high quality (SEO Issues are not indicators of quality)

• Schedule - important yet less than 50% of sites provide reasonable online tools

• Referral - especially important for radiology yet less than 20% of sites provide reasonable online tools


Content Marketing

Not only is content marketing here to stay in healthcare but 2018 looks like another year of massive growth and changes…


Content Marketing: Patient Portals Finally Catch-up:)

• The search for Portal Utopia - a seamless digital experience20% of marketers believe that content marketing will make the largest commercial impact this year.

Healthcare content is the second most-searched-for service online•https://getreferralmd.com/2018/01/top-5-healthcare-marketing-trends-2018/

•Article provided by www.nexonhealthcare.co.uk.


Content Marketing: Quality Over Quantity

• https://www.coredna.com/blogs/content-marketing-trends• https://www.practicebuilders.com/blog/top-10-healthcare-marketing-trends-for-2018/

• Long-form content performs better that short blogs in search engines. Millennial don’t like long-form. So now what?

• How many blogs can you read in a weeK? How many healthcare blogs are posted in a week? Hmmm….

• What resources are needed to create and source quality content? I have a copywriter but now what?

Takeaways:

• Know your audience and produce a mix of appropriate content

• Link posting cadence to ability to produce or share quality content

• Understand a content team requires great writing more than ever, along with a team that can think and handle alternative formats, especially photography, video and audio.



• The search for Portal Utopia - a seamless digital experience

80% of consumers would rather watch a live video than read a blog post

The new wave of content is not just for ‘reading” anymore…

•http://www.toprankblog.com/2018/01/content-marketing-trends-2018/

•https://www.coredna.com/blogs/content-marketing-trends


Content Marketing: Strange New Formats

• https://getreferralmd.com/2018/01/top-5-healthcare-marketing-trends-2018/• http://hitconsultant.net/2017/12/22/healthcare-marketing-trends-to-watch/• https://www.practicebuilders.com/blog/top-10-healthcare-marketing-trends-for-2018/

• Video and Audio (podcasts) content production soared in 2017 and that will continue with the addition of live streaming and production technology advancements

• Chatbots will require compelling writing and content for things like American Heart Association’s CPR instructions on Amazon Echo

• Virtual Reality (VR) and Augmented Reality (AR) are here and the impact on healthcare will be big…

Takeaways:

• Continue to improve and expand video and podcast efforts

• Expand thinking when it comes to Facebook Live and others

• Continue to test and explore new formats


Web & UX

In this digital age for healthcare a quality online user experience has never mattered more to patients and providers…




11% of visitors to a hospital or health system say their website experience created new, negative feelings about that brand.

Patients are increasingly comparing healthcare websites to the best retail sites such as Amazon and want to experience the same.•Research by Klein & Partners


Web & UX: Optimize the User Experience

• https://getreferralmd.com/2018/01/top-5-healthcare-marketing-trends-2018/• http://hitconsultant.net/2017/12/22/healthcare-marketing-trends-to-watch/• https://www.practicebuilders.com/blog/top-10-healthcare-marketing-trends-for-2018/

• Better user experience (UX) builds better relationships between healthcare providers and their audiences

• Build your healthcare website around the needs of your patients this will help to achieve business objectives

• Check site performance, analytics and other UX satisfaction indicators often

Takeaways:

• Investments in UX will attract and retain patients

• Check key functions like the internal search tool for data and clues

• Consider segmented content (not duplicate content) to connect with different audiences (patents, providers, partners)




Less than 30% of patients would give their healthcare providers an “A” for technology use

89% want easier access to their portal. • CDW Healthcare survey



• Articles by:provided by www.nexonhealthcare.co.uk and • https://smithandjones.com/wp-content/uploads/2017/10/SJ-1390-2018-Trends-Playbook_lres.pdf• http://hitconsultant.net/2017/12/22/healthcare-marketing-trends-to-watch/

The endless search for Patient Portal Utopia…• Patient portals were not initially designed for patients but

for collecting reimbursements…

• Patient portals are no 10 years old - do they have to look that way too?

• 77% of patients think it is important to be able to book, change, or cancel appointments electronically…

Takeaways:

• Patients are finally demanding a more seamless and higher quality digital experience with the healthcare industry…

• Patient Portals can have limitations - push your technology partners for more and explore third party scheduling services

• Consider a UX audit of your patient portal and work with your marketing team and portal developers to improve overall user experience any way you can


Social Media


SOCIAL MEDIA: THE NEXT CUSTOMER SERVICE PLATFORM

“Social Care” (or Social Media Customer Service)

67% of consumers have contacted a business on social for support. (JD Powers Survey, 2016)

93% of all social media messages are 1:1 interactions. Marketing messages aimed at the masses no longer rules the social web. (Spredfast, 2017)


THE SOCIAL CONTENT MIX IS EVOLVING

Less selling, more education

• Many brands on social are shifting from selling mode to useful mode

• Ask yourself: Why would someone follow their hospital, clinic or doctor on social media?

• Content that helps consumers become smarter, solve a problem, and live better is outperforming sales oriented messages.

Sourcing your content

• Created (original content)• Curated (found content)


VIDEO CONTENT ON SOCIAL WILL CONTINUE TO SURGE

Video traffic will be 82% of all consumer Internet traffic by 2021. (Source: Cisco, 2017)

Nearly 80 percent of social media users said they would rather watch a video than read plain text. (Source: Buzzfeed, 2017)

Video content now commands higher engagement rates and larger share of online content consumption compared to text.

TIP: Create short, shareable clips of video content that you can leverage across multiple mediums. Think about what your audience would be interested in knowing.


Reviews & Listings




In 2016 Only 9% of consumers don’t read online reviews •2016 BrightLocal Survey


The importance of reviews

• 2016 BrightLocal Survey

• 84% of people trust online reviews as much as a personal recommendation

• Online customers are more informed than ever. The future will require proactive management of online feedback.

• Patient Success stories as testimonials, videos, case studies and blogs are the new review… what’s next Live Streaming reviews? Just great….

Takeaways:

• Don’t ignore bad reviews, sometimes they are actually right

• Consider teaming with specialty companies like Yext, Podium or Patient Pop - a new wave of specialty services…although some will be proprietary (they own traffic, content, data)

• Use storytelling to tell patient stories as a new layer to reviews


50% of Business Owners have found wrong information on their business listings•Search Engine Land


Listings vs Physicians - the never ended battle…

• Search Engine Land

• Ever think about cloning yourself? They already did that for you and your business. Physician and business listings are often not accurate and prolific

• Multiple locations and practices can be tricky for search engines and listings

• Who has time to monitor and manage all these listings? Well, no one really…

Takeaways:

• Consider a listing service like MOZ or Yext to help or if thinking bigger look for a specialty firm or CRM solution

• Look for inaccurate, inconsistent and duplicate listings• Be sure to start wit owning your Google listing and knowing who owns

your Google listing (If not suggest edit at to you Google listing at your own risk then!)


Thank youQuestions?

Christian Betancourt [email protected]

651-332-0665

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emerging digital marketing trends in healthcare · • long-form content performs better that short...

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