Retail Health in a Digital World

Transcription

1 Click to edit Master title style Retail Health in a Digital World Case Study from Advocate Health Care Christine Bon Director, Digital Marketing

2 Click About to the edit Speaker Master title style Christine Bon Director, Digital Marketing Digital expert in creating marketing strategies around SEM/SEO, social media, content and

3 AGENDA Click to edit Master title style About Advocate Health Care Advocate Clinic at Walgreens plan Website strategy & implementation Advocate Clinic digital marketing Heart CT digital marketing Outcomes & success What s next?

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5 Click to edit Master title style About Advocate Health Care

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7 Click to edit Master title style RATINGS & REVIEWS Click POSTED to edit Master LIVE CHAT text styles DIGITAL WINS LAUNCHED SCHEDULE MAMMOGRAMS ONLINE NEARLY 600 DOCTORS WITH ONLINE SCHEDULING #1 IN SOCIAL MEDIA FOLLOWERS SCHEDULE WITH A RESIDENT CARDIOLOGIST APPOINTMENTS ONLINE CRM POWERS STRONG HEART SCAN RESULTS

8 Click to edit Master title style

9 Click to edit Master title style

10 Click to Opened edit Master - May title 2016 style

11 Advocate Clinic at Walgreens Click to edit Master title style Service model Advocate owns and operates Click to edit 56 healthcare Master text clinics stylesat Walgreens throughout Chicagoland Access - top quality care in convenient neighborhood locations Care board-certified nurse practitioners Services Minor injuries, aches, pain, physicals, skin conditions, point of care testing Scheduling Online or walk-in

12 Click Digital to Challenges edit Master title style Click Price to Transparency edit Master text on the styles web Hospital Second owned, level medical group owned immediate care locations Landing page content Owning and dominating local SEO Matching and improving the existing Walgreens digital and mobile experiences Operationalizing and implementing online scheduling

13 Internal Communications Click to edit Master title style Public affairs toolkit for sites Click to edit Master text styles Media alerts, event invites, FAQ s, letter for Second level officials, etc. Associate medical plan benefits Opening day event planning/ribbon cutting Leadership & physician memos Associate eblasts & newsletters Digital signage Intranet banners

14 Click External to edit Marketing Master title style Click Opening to edit day Master eventstext styles Press Second release level benefits of clinic locations & grand Third opening level events Direct mail Website banners Immediate care landing page POS tear-off pads to promote medical group Digital marketing campaigns

15 Click Creating to edit the Master Brand -title Approach style Click Must to be edit aligned Master on all text uses styles of co-branding Brand guidelines creation AMG Third offices level Advocate» digital Fifth level assets Circulars Store signage Promotional seasonal signage Mass/local media

16 Grand Opening Spectacular Click to edit Master title style Celebrate at 11 Walgreens Chicagoland Click locations to edit with Master open house text styles events Create media, community and social buzz Refreshments, cookies with messaging, giveaways, prize raffles, step-challenge Physician champions, clinic APNs, local political officials, Walgreens manager, etc. Promote events via digital, social media & using mobile wallet to create buzz

17 Mobile Wallet Grand Opening Click to edit Master title style Download the Advocate Clinic mobile wallet Click VIP event to edit tick Master text styles Get offer via , social media, display ads, landing page or text message Show offer at event to win and receive giveaway Messages post event within 100ft proximity Digital campaign leading up to event

18 Click Mobile to Wallet edit Master Tactical title Plan style Event landing page with mobile wallet Click download to edit and Master SMS text texting styles Post event content push strategy Website Fourth banners level Google Display Social media advertising Health enews ads campaign Budget - $8K

19 Event Prizes Click to edit Master title style Entered to win if: Bring VIP ticket on Mobile Wallet Second Signup for level Mobile Wallet at event via ipads State & Randolph Walgreens gift cards Cubs tickets Satellite events Walgreens gift cards Fitbits

20 Click to edit Master title style

21 Click In-Store to edit Kiosks Master title style

22 Immediate Care Landing Page Click to edit Master title style

23 Click Immediate to edit Care Master Locator title style

24 Location Details Page Click to edit Master title style Book an appointment online!

25 Book Online Cont. Click to edit Master title style

26 Click to edit Master title style Launched in under two months Kick off mid-march Go-live May 1

27 Click to edit Master title style Advocate Clinic at Walgreens - Digital Marketing Tactics

28 Click Digital to Marketing edit Master Tactics title style SEM on Google and Bing Click to edit Master text styles Audit of existing immediate care campaign Second level New ad copy Click to call extensions Updated geographic targeting Location extensions Remarketing RLSA (Keyword search retargeting) Google Display Campaign Social Media - Facebook

29 Google SEM Click to edit Master title style Branded campaigns Click to edit Master text styles Advocate branded terms Second level Walgreens, CVS, Target, Walmart, etc. Immediate Fourth care level Urgent care, express care, walk-in care, etc. Symptoms based Strep throat, UTI, ear infection, diarrhea, flu, etc. Seasonal campaigns Cold & flu, allergies, school & sports physicals, etc.

30 Google Display Click to edit Master title style

31 Click Seasonal to edit Campaigns Master title style

32 Google MyBusiness Click to edit Master title style

33 Online Chat Click to edit Master title style

34 Click Website to edit Personalization Master title style

35 Click Personalization to edit Master Performance title style Fourth 54.55% level A/B/C Testing 58.33% 65.91% 0 CALL ADVOCATE PRIMARY CARE IMMEDIATE CARE Jun-17 Jul-17 Aug-17

36 Click InQuicker to edit Online Master Appointments title style

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38 Click $49 Heart to edit CT Master Scans title style Click Pilot program to edit Master with a text few styles hospitals Roll-out Second system-wide level with brand CV campaign Brings high ROI for CV procedures Operations to handle procedure volume Streamline with call center & online requests Getting all sites on board Offer competitive pricing Promo via digital marketing

39 Heart CT Scan Landing Page Click to edit Master title style

40 Click Heart to CT edit Scan Master Ads title style

41 Click Promo to CT edit Scan Master Video title style

42 Click Heart to Scan edit Social Master Media title style 2,406 Link Clicks 139,087 Impressions

43 Advocate Heart Institute Dashboard Jan - Sept 2017 Results, Not Promises Click to edit Master title style CV APPOINTMENTS 1.3K Second 64% level YOY CT SCAN VISITS 5K 29% YOY CT SCAN REFERRALS 3.5K 73% YOY 1,640 6,000 3,120 WEB VISITS 235K 79% YOY VIDEO VIEWS 98K ASSESSMENT COMPLETIONS 5.2K 7% YOY 192,000 50,000 5,500

44 Click to edit Master title style What s Next?

45 Click to edit Master title style RESULTS! 6/21 10/1

46 Click Automated edit Outreach Master title (Texting) style

47 Website Personalization Click to edit Master title style

48 Google Smart Display Ads Click to edit Master title style Shows ads in all formats across the GDN, reaching people at all stages of the buying cycle Automated Click to edit bidding Master text styles Second level optimize to et your bids according to the likelihood of conversion, giving you the best value Automated» Fifth targeting level optimizes as your campaigns is running Automated ad creation Generated from the content provided, headlines, descriptions, logos and images

49 Smart Ad Example Click to edit Master title style

50 Click Additional to edit Digital Master Ad title Targeting style

51 Define your Retail Roadmap Click to edit Master title style Define Second your level digital strategy Plan your mobile» Fifth moments level Work with operations Website presence Implement & advertise

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