geary lsf medevice healthcare marketing conference presentation
DESCRIPTION
Geary LSF Vice President of Paid Media, Liz Serafin, presented at the 2014 MEDevice medical device conference in San Diego on the topic of digital marketing in the healthcare industry. See her tips for successful digital advertising.TRANSCRIPT
Introduction �
Today’s Digital Landscape �
DIGITAL�MEDIA �
The Web is Evolving the Purchase Cycle �
Source: Google Article: “Information is Power: How Hospital Administrators Research Online” -‐ October 2013
Business to Business (Medical Device) • More than 50% of the purchase cycle is completed before
contacting a sales rep • More than 90% of hospital administrators rely on search to
identify products and vendors, and research features • 82% cite ratings and reviews as a source used
Business to Consumer (Medical Equipment) • 86% of consumers researched medical equipment purchase • Average research phase is 30 days • 56% cited internet as primary source for information • Medical equipment websites are the top source. Search
engines are 2nd
Role of Digital Media in Medical Device Purchases �
Source: Google Article: “Information is Power: How Hospital Administrators Research Online” -‐ October 2013
• The web is evolving the purchase cycle
• Research starts online • More than ½ of the purchase
cycle is completed before contacting a sales rep
DIGITAL�MEDIA �
Medical Device Decision Makers Move Across Screens �
Source: Google Article: “Information is Power: How Hospital Administrators Research Online” -‐ October 2013
• 50% of hospital administrators use mobile in the purchase process
• Product Reviews • Testimonials • Requesting product info
• Google predicts that medical device related searches on mobile will overtake desktop this year
DIGITAL�MEDIA �
Video: Show and Tell�
Source: Google Article: “Information is Power: How Hospital Administrators Research Online” -‐ October 2013
• Key for product demonstrations, comparisons, and viewing online procedures
• Video drives action
• 79% of video viewers go on to contact a manufacturer directly
• 63% discuss info with others
DIGITAL�MEDIA �
Different Online Sources Favored Among Consumers Based on Stage of Purchase Process �
DIGITAL�MEDIA �
Digital Marketing Opportunities�
Awareness
Consideration
Conversion
Loyalty
Advocacy
• Display Advertising • Social Advertising • Content Marketing/Advertising • Video
• Search • Social • Email • Display • Video • Remarketing
• Paid Search • Remarketing • Email
• Remarketing • Email • Social
• Social
DIGITAL�MEDIA �
Typical Roles of Digital Media Types�
Categor ies
• Google and Bing sponsored listings • Tier 3 Engines Paid Search
• Site Specific (e.g. YouTube) • Video Networks (e.g. BrightRoll) Video • Facebook Page Post Ads • Twitter Sponsored Tweets • LinkedIn Ads Social • In App Advertising • Mobile Display • Mobile Directories Mobile
• Site Re-Targeting • Search Re-Targeting Remarketing • Ad Networks and Exchanges • Direct Site Buys • DSP’s/Programmatic Display
DIGITAL�MEDIA �
1. Ensure your site is mobile responsive 2. Acquire video assets and market them 3. Develop a social strategy; Embrace the conversation 4. Search should be the foundation of digital advertising 5. Keep messaging educational 6. Solicit ratings, reviews, & testimonials from your customers 7. Define additional conversion events; It’s not just about the
form-fill 8. Test a variety of channels, find what works for you and
develop longer term strategies 9. Track everything 10. Don’t forget post-purchase; Training and advocacy
Marke t ing In the D ig i ta l Wor ld
MEDICAL�DEVICE�
10 Tips for Multi Channel Marketing�
A Case Study�
THANK YOU!
Liz Serafin Vice President, Digital Media Geary LSF Group [email protected] 847 999-4890 Twitter: @lizserafin