An exclusive webinar presented by Google AdWords and Evolve Digital Labs covering: Valuable Patient Insights: Discover what your most valuable patients do online. ROI: Learn how to turn paid search into your most profitable marketing channel. Case Study: See how a world-leading practice generates elective procedure leads online.

1. DIGITAL MARKETING FOR HOSPITALS:
A Patient Centric Approach

2. Agenda
• Introduction
• Setting the Stage: Google Overview of
Healthcare Digital Marketing
• Evolve Approach to Hospital Marketing
• Case Study: Reaching the Right People for
Less Money

3. Introduction
• Morgan Wallace
– Director of Business Solutions
• Jesse Eisman
– Business Development Manager,
North America Channel Partnerships

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Google Overview of Healthcare Digital Marketing
Setting the Stage

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
The traditional path to treatment
stimulus first moment
of truth
second
moment of
truth

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6Source: Pew Research Center, "The Social Life of Health Information," Susannah Fox, Sydney Jones Jun 11, 2009; Pew Internet &
American Life Project, Health Online 2013
Online is changing that path
2000:
46% of American
adults are online
25% of this group has
looked for health
information online
2013:
83% of American adults
are online
72% of this group has
looked for health
information online

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
23% booked in person56% called on phone
21% booking via computer or mobile app/browser
Source: 2012 Google/Compete Hospital Study
1 in 5 patients is now booking through
non-traditional means

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
stimulus first moment
of truth
second
moment of
truth
The new path to treatment
zero moment
of truth

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
Prospective patients tell us digital matters
Search is indispensable in patient journey
S e a r c h i m p a c t s b r a n d s
Mobile is the patient’s constant companion
M o b i l e w i l l b e a s i m p o r t a n t a s d e s k t o p
Online Video informs and connects
Sight, sound, and motion tell stories & fuels conversions
Source: 2012 Google/Compete Hospital Study

10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10
Prospective patients tell us digital matters
Search is indispensable in patient journey
S e a r c h i m p a c t s b r a n d s
Mobile is the patient’s constant companion
M o b i l e w i l l b e a s i m p o r t a n t a s d e s k t o p
Online Video informs and connects
Sight, sound, and motion tell stories & fuels conversions
Source: 2012 Google/Compete Hospital Study

11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11
Each patient creates a unique search path
Patients used nearly
4k unique search paths,
with the top 20 paths
representing
65% of all patient paths
Source: 2012 Google/Compete Hospital Study

12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12
19%
37%
38%
6%
Search paths are highly diverse and comprised
primarily of symptoms and conditions terms
Branded
e.g. [hospital branded term]
Symptoms or
departments
e.g. sore throat, pediatrics Conditions or
diseases
e.g. arthritis, cancer
Treatments or
procedures
e.g. chemotherapy, dialysis
Source: 2012 Google/Compete Hospital Study

13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13
Prospective patients tell us digital matters
Search is indispensable in patient journey
S e a r c h i m p a c t s b r a n d s
Mobile is the patient’s constant companion
M o b i l e w i l l b e a s i m p o r t a n t a s d e s k t o p
Online Video informs and connects
Sight, sound, and motion tell stories & fuels conversions
Source: 2012 Google/Compete Hospital Study

14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14
More mobile patient “moments” than ever before
Source: Google Internal Data, Jan 2011-Sep2013. Category: Hospitals and Health Clinics. Geo: National. YoY Growth calculated base on
Oct 11 – Sep 12 vs Oct 12 – Sep 13.
Desktop
-1% YoY
Mobile
+50% YoY
Tablet
+87% YoY
Overall query volume
growth: +13% YoY

15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15
The Zero Moment happens across mobile
100% YoY increase in
global mobile healthcare
app users
125% YoY increase in US
mobile users who accessed
health info on mobile
devices
Source: research2guidance, “Mobile Health Market report 2011-2016,” Jan. 25, 2012; (ComScore Data Mine blog, Jan. 16, 2012).

16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16
Prospective patients tell us digital matters
Search is indispensable in patient journey
S e a r c h i m p a c t s b r a n d s
Mobile is the patient’s constant companion
M o b i l e w i l l b e a s i m p o r t a n t a s d e s k t o p
Online Video informs and connects
Sight, sound, and motion tell stories & fuels conversions
Source: 2012 Google/Compete Hospital Study

17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17
Where, what, and why they are watching
Where they watch
42% Hospital sites
29% YouTube.com
What they watch
43% Patient testimonials
32% Patient-generated content
Why they watch
64% Obtain information about hospitals
56% Understand complicated treatments
and procedures
Source: 2012 Google/Compete Hospital Study
“Faces of Heart Diseases”
“Aortic Valve Surgery:
Patient Testimonial”

18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18
Online video drives patients to hospital sites,
where they are more likely to convert
YouTube traffic to
hospital sites has
increased
119% YoY
30% of patients who watched an online video booked an appointment
Source: 2012 Google/Compete Hospital Study

19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19
Meet mom-to-be Kelly
Pregnant at advanced maternal
age
At first prenatal doctor’s visit
learns that she has greater risk
factors because of age
After appointment, starts to
research hospitals that best meet
her needs

20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20
Kelly goes online for information and support
1 in 4 women have researched their pregnancy online
77%
Said expert online
advice influenced their
health decisions
16%
Have communicated
with their healthcare
provider online
55%
Tracked their pregnancy
online
40%
Connected with other
expectant parents on
health topics
Source: BabyCenter “2013 Dr. Mom Report,” Nov. 8, 2013.

21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21
As Kelly navigates the maze of digital health
content, how do you connect with her?

22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22
Reach Kelly when she’s searching for you
Your Hospital’s Ad Here

23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23
Reach Kelly while she is researching
Your Hospital’s Ad Here
Your Hospital’s
Ad Here

24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24
Reach Kelly when she is engaging with video
Your Hospital’s Ad Here

25. APPROACH TO
HOSPITAL MARKETING

26. Hospitals Can Be
Successful
Online

27. Evolve Digital Labs has found a
significant gap in communication
between patient and hospital.

28. How to Improve:
Assess Current
Capabilities

29. Checklist of Assessing Current Capabilities
1. Align business goals & online opportunity
2. Find your most valuable customer
3. Discover the market size & opportunity
4. Define barriers to growth
5. Deliver competitive intelligence
6. Develop digital governance & standards

30. DigitalReach
Website Features / Functions
Digital Product
Improvement
Patient
Centric
Digital Marketing
Improvement
Digital Presence
Improvement

31. How to Improve
the Product

32. Three Ways to Improve the Product
1. Develop Patient-centric content and
functionality
2. Align communications systems
3. Cultivate digital talent

33. Digital Product
Improvement
Patient
Centric
Digital Marketing
Improvement
Digital Presence
Improvement
Improve Product
DigitalReach
Website Features / Functions

34. How to Improve
Marketing

35. Four Ways to Improve Marketing
1. Leverage advantages of online
marketing
2. Establish a singular brand voice
3. Integrate marketing efforts
4. Expect greater digital proficiency from
vendors

36. Digital Product
Improvement
Patient
Centric
Digital
Marketing
Improvement
Digital Presence
Improvement
ImproveMarketing
DigitalReach
Website Features / Functions

37. Case Study
Driving 46% More
Online Leads

38. Client
Nationally renowned medical
center located in St. Louis,
Missouri – specializing in a narrow
set of procedures

39. Problem
Client seeing drop-off in online
leads

40. Proposed Solution
Use digital marketing campaigns
to cost-effectively drive online
leads for procedure

41. Three Levels of Judging Success
What is happening
in the campaign?
What is happening
on the website?
What is happening
to the financials?
1
2
3

42. Look at the Whole Picture
Clicks
20,000
10,000
Cost
per
Click
$1.00
$2.50
Total
Cost
$20,000
$25,000
Conversions
1,000
1,750
Cost/Conversion
$20
$14.29
Revenue
$100,000
$175,000
Same Service Line
Campaign A
Campaign B

43. Look at the Whole Picture
Clicks
20,000
10,000
Cost
per
Click
$1.00
$2.50
Total
Cost
$20,000
$25,000
Leads
1,000
1,750
Cost/Lead
$20
$14.29
Revenue
$100,000
$175,000
Same Service Line
Campaign A
Campaign B

44. Look at the Whole Picture
Clicks
20,000
10,000
Cost
per
Click
$1.00
$2.50
Total
Cost
$20,000
$25,000
Leads
1,000
1,750
Cost/Lead
$20
$14.29
Revenue
$100,000
$175,000
Net
Gain
$80,000
$150,000
Same Service Line
Campaign A
Campaign B

45. Procedures that Ensure Online Success
1. Development of robust lead
tracking process
2. Inform advertising spend
decisions through tracking

46. Findings
1. Losing free traffic
2. Harder time converting paid
traffic because of new
competition in the market

47. Low-Hanging Fruit
1. Increase visibility on more granular
searches (Keyword Expansion)
2. Prohibit ads from appearing on
particular searches
(Negative keywords)

48. Customer Segmentation by What They are Searching For
Procedure
Procedure + Cost
Procedure + Location
Procedure + Brand

49. Pay Less for Better Customers
1. Customer segmentation
2. More granular and usable data
3. Increased investment on
valuable terms

50. Robust Lead Nurturing
Site Visitor
“Converts”
Into Lead
Data
Collection
Information
Packet Sent
to Lead
In-Office
Visit
Scheduled
In-Office
Visit Not
Scheduled
Surgery
Scheduled
Feed Outcomes into CRM
Feed Outcomes into CRM

51. Number of Like-Facilities by State
1
<=3
<=5
>5

52. Cost per Lead by State
$
$$
$$$
$$$$

53. Ongoing Optimizations
1. Lower cost per lead through better
targeting
2. Based on data generated by campaign,
deliver relevant content to most
valuable customer segments

54. Outcome
• 46% increase in Online Leads
• 25% decrease in Cost Per Lead
• 30% increase in Conversion
Rate

55. Next Step
To generate revenue and learn more about
your patient needs, contact us:
1-844-GoEvolve
morganw@evolvedigitallabs.com

56. Appendix

57. Hospitals Can Be Successful Online
1. Comprehensive healthcare
2. Commitment to provide
patients with long-term health
solutions

58. Current Focus of Hospital Websites
1. Medical expertise at hospital
2. Clinical trials
3. Facilities
4. Treatment options

59. Change in Expectations
Treating an
immediate
health
problem
Reducing
future health
risks and
diseases

60. The right digital tools will
allow healthcare
organizations to more
easily adapt to new
requirements in population
health.

61. Why Does the
Product Need
Improving?

62. Why Does the Product Need Improving?
• Outdated website content
• Unaligned internal communication
systems – lack of uniformity and
collaboration
• Increased need for digital talent

63. How to Improve
the Product

64. Develop Patient-Centric Content and Functionality
• Include content that speaks to patient
need
• Incorporate functionality that serves
purpose
• Translate offline experience marketing to
your website

65. Align Communications Systems
• Various service lines, procedures, and
locations often operate as single entities
• Internal communication breakdowns can
mirror external breakdowns to patients
• Focus on robust interaction between all
parts of network

66. Cultivate Digital Talent
• Invest in your marketing team’s digital IQ
growth
• Focus recruitment efforts on “digital-
natives”

67. Why Does
Marketing Need
to Improve?

68. Why Does the Marketing Need Improving?
• Online marketing failing to reach
potential patients
• Lack of branding for a singular “voice”
• An increased demand for a higher level of
digital expertise and support from vendor
partners

69. How to Improve
Marketing

70. Leverage Advantages of Online Marketing
• Online marketing research allows brand
to quickly one in
– The most interested audience
– Key content and information audience is
seeking

71. Establish a Singular Brand Voice
• Consistent voice and imagery across
platforms critical to building trust with
patients
• Move away from legacy naming
conventions and create singular brand –
no matter the number of locations

72. Integrate Marketing Efforts
• Utilize digital channels to maximize
return on cross-channel marketing
campaigns
– Understand patient needs and behaviors
– Optimize spend across channels

73. Expect Greater Digital Proficiency from Vendors
• Capability to partner with internal IT and
marketing teams to drive greatest benefit
from initiatives
• Understanding of true KPIs from digital
campaigns