Healthcare in Crisis - HCIC Milestone Webinar
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The document outlines a roadmap for healthcare SEO amidst the challenges posed by COVID-19, detailing strategies for crisis recovery and growth phases using channels like website, SEO, and paid media. It emphasizes the importance of maintaining digital relevance, updating local listings, and utilizing content marketing to engage patients. Key insights include the significance of patient reputation in hospital selection and the necessity for prompt communication and marketing adjustments in response to evolving patient behaviors.
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Healthcare in Crisis - HCIC Milestone Webinar
- 1. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
- 2. HEALTHCARE SEO: A HEALTHCARE MARKETER’S ROADMAP FOR CHALLENGING TIMES AND BEYOND
- 3. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG TODAY’SSPEAKERS 3 Erik Newton VP of Marketing Milestone Sathya Krishnamurthy CTO Milestone Laura Clemons Director of Operations Greystone Adam Paddock Digital Marketing Manager Westlake Dermatology
- 4. Confidentialwww.milestoneinternet.com | 1-408-200-2211 ABOUTMILESTONE CMS Local Reviews AnalyticsInsights Schema Voice Search DRI VE REVE N U E AND TRA F FI C FRO M DI GI TAL Design Content SEO Paid Marketing Social content marketing Analytics & consulting Hospitality | Restaurants | Retail | Finance | Automotive | Healthcare | Technology O M N I C H A N N E L P L AT F O R M S E R V I C E S
- 5. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CRGWEBINARSERIES FROMMILESTONE CRG Framework Thurs, Apr 2 SEO After Covid19 Wed, Apr 8 Healthcare SEO Wed, Apr 22 Intro to Crisis-Recovery-Growth framework CRG Content and B2B Wed, Apr 29 SEO After Covid19: FAQs, Schemas, AMP Healthcare SEO During a Crisis and Beyond Content and B2B in Crisis-Recovery-Growth Phases
- 6. • C-R-G: 3 phases • Healthcare marketing data • Local tactics • GMB step-by-step • Key steps & tactics • Takeaways TODAY'SAGENDA @MILESTONEMKTG 6
- 7. Confidentialwww.milestoneinternet.com | 1-408-200-2211 COVID-19HEALTHCARECRISIS-RECOVERY-GROWTHSTRATEGY Key channels: Website, SEO, Local, Content 1. Maintain website and increase your digital relevance 2. Add COVID-response content – FAQs, your policies, banners 3. Ensure local listings & maps are updated, new entry points, procedures 4. Start developing new content for COVID diagnosis, treatment, care Key channels: Paid Media, Website, SEO 1. Harvest content marketing efforts from last 2 phases 2. As shelter-at-home ends prepare for return of all services 3. Aggressively scale paid media presence 4. Leverage prospecting and lookalike modeling 5. Prepare for new shelter-in-place directives Key channels: Website, Paid Media, SEO, Email 1. Generate interest with unique offers 2. Reopen to more patient service types 3. As shelter-in-place lessens, relaunch of paid media 4. Invest in SEO prioritizing schemas, voice, and technical health 5. Optimize mobile with AMP and superior navigation 6. Amplify omnichannel efforts with email 7
- 8. KEYFACTS Communicating with patients during crisis and beyond
- 9. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CAPTURINGPATIENTINTENTTHROUGHOUTTHEIRJOURNEY Awareness •Research on symptoms •Websites of trusted sources •Relatives •Friends Consideration Identify hospital and physician Check reviews Call for appointment Self-medication is an option Engagement Visit hospital Follow-up lab tests, diagnosis Look for further information Internal referral for further treatment Recovery Determine best treatment Emotional support Get treatment Follow-up therapy as needed Pre-Diagnosis Diagnosis Treatment and Post- Normalization
- 10. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG SEARCHROUTESMOSTPOTENTIALPATIENTS According to Think with Google’s The Digital Journey to Wellness: Hospital Selection: • 77% of patients use search engines prior to booking appointments • 94% of respondents said reputation of facility is important to selection REPUTATIONIMPORTANT
- 11. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG PATIENTSWHOBOOKEDAPPOINTMENTS, DIGITAL CONTENTANDPRESENCE ISKEYTODECISION-MAKING Source:Think with Google
- 12. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG DRIVINGCALLSDRIVESGROWTH,LOCALSEO DRIVESCALLS 88% of healthcare appointments are scheduled by phone
- 13. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG SITEANDGOOGLEMYBUSINESSDRIVELOCAL
- 14. Confidentialwww.milestoneinternet.com | 1-408-200-2211 • 54% of sites sampled from today’s registrants have no schema • Only 18% of sample uses more than 8 schema types out of 818 • 60% of sites in sample using schema show errors • Sites with schema avg 2.4X more pages indexed in Google • Average mobile page speed score is 39, range from 8 to 96 • 96% of sample are not using AMP @MILESTONEMKTG BENCHMARKDATAOFREGISTRANTDOMAINS
- 15. WHAT TO DO IN CRISIS CRG examples and list of critical must-have items
- 16. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG HOSPITALSRESPONDTOINITIALCRISISIMPACTS 16 Lab testing moved to curbside as hospitals stop doing elective surgeries More focus on telemedicine rather than office visits Sources: NBC Bay Area, Washington Post, Vox.com
- 17. Confidentialwww.milestoneinternet.com | 1-408-200-2211 STAGESANDSOLUTIONSINTHISCRISIS Crisis Recovery Growth Business Goals Patient engagement and awareness Patient nourishment mode Patient growth mode Marketing Goals Focus on awareness Focus on targeting and consideration Focus on improving appointment scheduling Website Refine schemas, update messaging Return to normal patient engagement model Personalized messaging and content enhancement Email Messaging on Covid-19 and business continuity Specific targeting and more informational content Business as usual, and back to regular marketing Local Enhance all the attributes across all channels including Google, Apple, Bing, Yelp Leverage Posts, CTAs Refine your hours, include offers Back to normal with hours of operations, Google posts, CTAs and update description Social Communicate with your patients on social media channels Social posts targeting growing your patient base with specific engagement opportunities Social posts: fresh content and new initiatives Paid Awareness messaging on social media channels Hyper-local targeting on Google and social media National and targeted advertising on Google and social media
- 18. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG LOCALLISTINGSANDKNOWLEDGEPANELSHAVEHIGHVISIBILITY If you do not control your local listing or knowledge panel, Google may crowdsource information from users 18
- 19. Confidentialwww.milestoneinternet.com | 1-408-200-2211 • Patients are spending time online • Reduction in request directions • Significant growth in call you and website visits @MILESTONEMKTG PATIENTBEHAVIORISCHANGINGINCRISISPHASE
- 20. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG UPDATEDESCRIPTION:PRODUCT,SERVICES&BUSINESSSTATUS 20
- 21. CRITICALTOHAVEACCURATEINFORMATIONACROSS ALLCHANNELS Local Search Engine & Hyper Local Listings Data Aggregators Internet Yellow Pages Social ChannelsMaps APPS & LISTINGS Source Search Engines Apps & listings End-points Healthcare
- 22. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CREATELOCALPOSTSWITHBUSINESSUPDATES,SOCIALMESSAGING 22
- 23. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CRISIS: LANDINGPAGEWITHINFORMATION
- 24. Confidentialwww.milestoneinternet.com | 1-408-200-2211 • Refine your schema use SpecialAnnouncement schema @MILESTONEMKTG CRISIS: OPTIMIZINGYOURHEALTHCAREWEBSITEFORSEO
- 25. Confidentialwww.milestoneinternet.com | 1-408-200-2211 • Add several questions and answers on your site, and wrap them up in schema • We are seeing strong growth in organic impressions and SERP @MILESTONEMKTG FAQ+SCHEMASECURINGSTRONGVISIBILITYWESTLAKEDERMATOLOGY
- 26. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CRISIS: EMAILMARKETING • Keep messages short and crisp • Show compassion and understand your patients • Less about buying and more about caring • Show positive messaging in your emails • If you’re business is operating in new normal, communicate the message * hubspot: https://blog.hubspot.com/marketing/covid-19-benchmark-data
- 27. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CRISIS: ENGAGINGYOURPATIENTSINSOCIALCHANNELS Facebook Blog Post Drive engagement offering support, providing informational content, and highlight options
- 28. Confidentialwww.milestoneinternet.com | 1-408-200-2211 1. Update business listings: Hours, description, Google posts (+ Apple, Yelp, Bing, verticals) 2. Engage with your patients: Covid-19 banner, telemedicine, FAQs, email communication 3. Adapt to new behavior online, mobile, and no-touch 4. Leverage Covid-19 schemas special announcement schema to 5. Get ready for end of shelter-at-home service lines, site, staffing, office, testing, temperature checks 6. Plan to scale up marketing through phase out of shelter-at-home to return to unrestricted movement 7. Plan for additional movement restriction guidelines to phase back in @MILESTONEMKTG TAKEAWAYS AND THINGS TO DO IN CRISIS, RECOVERY & GROWTH PHASES 28
- 29. Confidentialwww.milestoneinternet.com | 1-408-200-2211 TOHELPASMANYOFYOUASWECAN,WEWANTTOOFFERTHE FIRST30REGISTRANTSAFREEAUDIT… @MILESTONEMKTG • Schema assessment • Mobile and AMP review https://go.milestoneinternet.com/audit * Not available to agencies, consultants, or individuals
- 30. GET IN TOUCH WITH US FORA FREEAUDIT https://go.milestoneinternet.com/audit +1 (408) 200-2211 [email protected]