Geary LSF MEDevice Healthcare Marketing Conference Presentation
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Transcript of Geary LSF MEDevice Healthcare Marketing Conference Presentation
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