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Reaching and Converting Patients with Search Marketing
PPC - the Missing Piece
Christopher Boyer
JK Lloyd
About us
• Chris Boyer, SVP, Digital at ReviveHealth
• Digital healthcare marketing for more than 10 years; consulted for over 150 hospitals & physician practices
• J.K. Lloyd, President, Eruptr
• 10 years of digital healthcare marketing and helping care providers implement campaigns that impact the bottom line.
Google (verb):The transitive verb “to google” (also spelled Google) means using search engines to obtain information on something or somebody on the World Wide Web…
…the American Dialect Society chose it as the "most useful word of 2002.” It was added to the Oxford English Dictionary on June 15, 2006, and to the eleventh edition of the Merriam-Webster Collegiate Dictionary in July 2006.
http://en.wikipedia.org/wiki/Google_(verb)
Of those, 58% take an action
87% of online consumers use search engines for health
Googling has become the new way to obtain information on anything
Why search marketing for
hospitals?
The most commonly researched topics:- Specific diseases or conditions- Treatments or procedures- Doctors or other health professionals
Targets users at the exact moment they are searching for health information, solutions and treatment
Search is the fastest growing and largest component of the media matrix and will be
a $33 billion vertical by 2016
“Hospitals and health systems that are leading the way into the future…focus on digital first”
- Chris Bevolo, author, speaker & thought leader
Six Case Studies:Aligning search with key strategies
1. Brand awareness
2. Volume growth
3. Competitive positioning
4. Medical tourism
5. Integrated marketing
6. Cause-related marketing
Study I: Brand awareness- strategy
Focus
• Drive highly qualified individuals and channel them to highlight NSLIJ Cancer Services
Goal
• Increase awareness
Tactics
• TV
• Radio
• PPC
• Display
• YouTube
KPIs
• Impressions
• Click-throughs to website
• Awareness of Institute through focus groups
Study I: Brand awareness- strategy
• YouTube Pre-Roll - 38,197 full video views
• Text Ads (on health and user rich sites) - 16,423 visitors
• Banner Ads - 12,373 visitors to site
– Newsweek - Mirrored print ads from NSLIJ
– NY Times - Mirrored print ads from NSLIJ
– WebMD
• Search Ads - 6,459 visitors
Study I: Brand awarenessresults (4 month campaign)
Results:
• Total aided awareness of branding grew 9%
• YouTube: 38K full views, but 1.2M impressions (i.e. over a million views saw branded message)
• PPC campaign contributed to some online appointment scheduling
Pro tips:
• Dedicate at least 15% of overall branding budget to online
• Ensure YouTube video has key branding in first five seconds
• Awareness marketing can have slight impact volume growth
Study I: Brand awareness- business results and takeaways
Study II: Volume growth- strategy
Focus
• Mammo’s
• CT
• MRI
Goal
• Increase awareness
• Enhance perception to generate appt’s
Tactics
• Radio
• Cinema
• Outdoor
• PPC
KPIs
• Incremental appt’s
• Overall volume increase
Study II: Volume growth- strategy
• Four month campaign
• Search Marketing w/”same day appointments” messaging
• Call tracking/recording to determine conversions
• Search Ads
– 9,800 visitors
– 477 qualified calls
– Cost per Acquisition of only $104.82
Study II: Volume growth- campaign results
Mammography results:
Study II: Volume growth- business results and takeaways
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Jan Feb March April May June July Aug Sept Oct Nov Dec
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Mammography Volume
2012
2013
Campaign period
• Pre promotion period: 7.8% lift avg (year over year)
• Post promo period: 12% lift avg (year over year)
• Attribute 259 appointments a month
• 1,295 appointments made as a result of overall effort
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MRI Volume
2012
2013
MRI results:
Study II: Volume growth- business results and takeaways
Campaign period
• Pre promotion period: 10% lift avg (year over year)
• Post promo period: 15% lift avg (year over year)
• Attribute 232 appointments a month
• 1,160 appointments made as a result of overall effort
-
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Jan Feb Mar April May June July Aug Sept Oct Nov Dec
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CT Volume
2012
2013
CT results:
Study II: Volume growth- business results and takeaways
Campaign period
• Pre promotion period: 2.8% lift avg (year over year)
• Post promo period: 4.2% lift avg (year over year)
• Attribute 252 appointments a month
• 1,260 appointments made as a result of overall effort
Overall results:
• 12% of appointments attributed directly to search marketing
• PPC budget was 10% of total spend for campaign
• Call-tracking allowed for real-time course-correction of PPC
– 477 qualified calls attributed to Search Marketing
– Cost per Acquisition of only $104.82
Pro tips:
• Utilize “same day/next day” messaging on search ads for higher click-throughs
• Ensure call center prepared to handle influx of calls
• Use call tracking for real-time monitoring of activity
Study II: Volume growth- business results and takeaways
Study III: Competitive positioning- strategy
Focus
• Onboard new doctor and program
• Maintain competitive edge
Goal
• Launch with competitive marketshare
• Ensure brand recognition through doctor’s brand name
Tactics
• PPC
KPIs
• Online impression share
• Referrals to website
Study III: Competitive positioning- strategy
Study III: Competitive positioning- campaign results
Branding keywords:
- Higher CTR
- Lower CPC
- Higher position
- Larger impression share
Overall results:
• Branded PPC ads appear in search results more than 95% of time
• Cost of branded effort less than 1% of overall marketing budget
Pro tips:
• Always include branded-term campaigns as part of PPC, including hospital, center/institute and physician names
• Do not buy competitor brand terms – lowers overall quality score of campaigns
Study III: Competitive positioning- business results and takeaways
Study IV: Medical Tourism - strategy
Focus
• Israel
• Canada
• Jamaica
Goal
• Promote prostate cancer services to international audiences
• Drive medical tourism
Tactics
• PPC
• Banner ads
KPIs
• Online impression share
• Referrals to website
• App’ts
Study IV: Medical Tourism - strategy
Region Impression Share CTR Avg. CPC
NYC 75% 1.34% $13.14
US (national) <10% 2.15% $4.51
Canada 70% 2.17% $4.01
Caribbean 85% 3.06% $1.85
Israel 99% 6.97% $1.49
Study IV: Medical Tourism - campaign results
• PPC ads developed in English and Hebrew
• Banner ads in Hebrew
• Comparison of averages of all campaigns (national and international):
Overall results:
• International efforts had higher CTR and lower CPC while maintaining strong impression share
• 80% of all online forms result from international PPC ads
• Overall international budget less than 10% of national budget
Pro tips:
• Drive to native language pages with differentiators and travel information
• Utilize native-language translators, not online translation services
Study IV: Medical tourism- business results and takeaways
Study V: Integrated marketing - strategy
Focus
• Cyberknifereferrals
Goal
• Grow business for North Shore Radiation Therapy/CyberKnife of Long Island
Tactics
• Radio Advertising
• Print Advertising
• Pay-per-Click Advertising
• Landing Page
• Social Media
KPIs
• Hits to campaign landing page
• Conversions
• Appt’s
Study V: Integrated marketing - strategy
Three month campaign
ChannelTraffic to
Landing Page
PPC 1,384
Direct 148
Print 34
Referral 15
Social 13
Radio 9
Total 1,603
PPC
Organic
Direct
Radio
Social
Data Source: Google Analytics
Data Source: Google Adwords
Study V: Integrated marketing- campaign results
• Increase of volume from the digital channel• Other channels did not receive as many referrals• Digital traffic decreasing after radio/print ended
0
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January February March April May June July August
# o
f In
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s
Friends and Family
GSB Ad
Huntington Hospital
Insurance Company
Internet
Start of Campaign5/19/2014
Print &
Radio
ends
Referrals by Type
Study V: Integrated marketing- campaign results
Overall results:
• Three month effort• Consumption: Over 2,000 visitors• Activity: 21 calls
• 1% conversion rate (Calls/Visitors)• Leads: 23 total consults
• 11 consults due to overall campaign• 52.3% conversion rate (Consults/Calls)
• Although 30% of spend was dedicated to PPC, only 7% was actually spent
Study V: Integrated marketing - business results and takeaways
Pro tips:
• Ensure PPC is part of every marketing effort, it’s the front door for your service lines..
• Do not rely on “last-attribution” as an indicator of marketing vehicle success – measure everything
Study V: Integrated marketing - business results and takeaways
Study VI: Cause-related marketing - strategy
Focus
• Breast-health awareness
Goal
• Promote wellness
• Grow service line volume
• Promote customer acquisition & loyalty
Tactics
• PPC
KPIs
• Hits to campaign landing page
• HRA completions
• Downstream revenue
Study VI: Cause-related marketing - strategy
http://breasthealth.northshorelij.com/
Total Profiles
Completed
Driven by Paid Search
Driven Organically
Spend PerPaid
ProfileAt
RiskAt Risk % Patients
Total Charges
Projected Payments
*SpendReturn on
spend (ROS)
374 195 179 $159.72 110 29% 30 $134,391 $44,349 $31,145 1.42X
* Includes paid advertising and cost of HRA
Launched
October 7
Ended
January 31
Study VI: Cause-related marketing - campaign results
PatientsTotal Projected
Charges
Total Projected Payments
*SpendReturn on spend
(ROS)
30 $270,000 $89,000 $31,145 1.42X
• We are estimating these 30 patients are 50% through the cycle
• This group will incur $270K in charges and $89K in payments by the
end of cycle
• Contribution Margin is estimated at an average of 45%
• That means, if we receive $89K in payments, net revenue would be
$40K or 28% in ROI
Study VI: Cause-related marketing - project business results
Pro tips:
• Some HRAs yield faster ROI than others– Breast cancer HRA drives to mammograms – a faster cycle
– Heart health HRA can take months, if not years
• Always pair HRAs with PPC – they yield substantial downstream revenue
• Make it easy for people to take action after completing the HRA – online forms, etc.
Study VI: Cause-related marketing- takeaways
• About Eruptr: over 35 years of Healthcare experience. We deliver Search Engine Marketing (SEM), Search Engine Optimization
(SEO), Social Media Marketing and, most importantly, patient acquisition and conversion solutions that yield measurable
results and ROI. 98% of our business is Healthcare.
About us• About North Shore-LIJ: an award-winning health system that
includes world-class tertiary hospitals, a nationally distinguished children’s hospital, a renowned psychiatric facility and a mosaic of community hospitals, as well as a
range of health and wellness programs serving NYC and the Long Island area
