© intuition communication ltd 2012 - liaa · © intuition communication ltd 2012 attracting the...

© Intuition Communication Ltd 2012

Attracting the Internet Patient

Philip Archbold, Business DevelopmentManager

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Informing patient choice

What we do…

Patients• Any type• Anywhere

Treatment Abroad• Advice• Options

Healthcare providers• Any type• Anywhere

3


“helping patients to make the right choice”

Content

The internet patient

How the web

influences choice

Building a better web

siteAttracting visitors

Converting web

enquiries


4

The medical tourism haystack!5


“The internet helps consumers find the right needle in a digital haystack of data.”

~Jared Sandberg, Wall Street Journal

Today on Google.....

79 million pages contain “medical

tourism”

Influences on patient choice

56.8%

20.6%8.3% 4.3%

10.0%

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%100.0%

Source of information

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The patient journey7


Patient need

Patient choice

Purchase decision

Pre -operativeOperation

Post operative

Satisfied patient!


Building a better web site

Web site: basic ingredients9


Convincing web site

Plain English

Will it be safe?

What can I expect?

Have you done this before?

What’s the deal?

Who are you?

Influences on choice10


Source: Treatment AbroadMedical Tourist Survey 2008


Attracting visitors

Sources of visitors12


Web site

Search engine

optimisation

Paid search(Pay per

click)

Banner advertising

Other sites/Inbound

links

Former visitors/

customers

Press and PR

Google dominance13


Hitwise – based on volume of UK searches in health and medical

Rank Search Engine Share of search

1 www.google.co.uk 85.0%

2 www.google.com 5.1%

3 www.bing.com 4.2%

4 uk.search.yahoo.com 2.9%

Google’s golden triangle14

© Intuition Communication Ltd 2012Eye tracking study conducted by search marketing firms Enquiroand Did-it

Organic results!

Organic ranking visibility

• Rank 1 – 100%

• Rank 2 – 100%

• Rank 3 – 100%

• Rank 4 – 85%

• Rank 5 – 60%

• Rank 6 – 50%

• Rank 7 – 50%

• Rank 8 – 30%

• Rank 9 – 30%

• Rank 10 – 20%

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Paid v organic results16


Google ranking factors17


• 6-9 months to get indexed by Google• Buy an existing site?Age of site

• Keyword rich• Changing contentContent

• Structure/complexity• Flash?Nature of site

• Server location• Domain nameHosting

• Number• Quality• Link text

Inbound links


Paying for traffic

Your aim

Attract Engage CreateLead Convert


Who do we want?

Attract


Qualified leads“Active” treatment seekers

When to use Pay Per Click21


Pay Per

ClickNew web

site

Plug gaps in visibility

Need results quickly

Geography

Tight budget

Cost of acquisition

• How much would you pay me for a customer who is going to spend 5,000 euros in your clinic or hospital?


Conversion rates

400visitors

20leads

1 customer


What does it cost?24

Let’s take dental implants, as an example...

How much does it cost to generate 400 visitors using Google Adwords?

What does it cost?25

Adding up the cost

400visitors

20leads

1 customer


£700 £700£700


Getting value from Pay Per Click

The long tail of search terms28


spa resortspa hotelspashealth sparesort and spaspa beachspa hotelsspa breaks

spa

spa breakshealth spasbreak spahotels in spaluxury spaspa weekendspa holidaysspa treatmentsspa weekendsspa resortsspa village

medi spaspa hotesmed spaspa vacationsfive star spaspafinderspa destinationmedspaspa doctorsluxury spa resortsresort spasmedical spashotel+ spa

health spasluxury spaspa holidaysspa treatmentsspa weekendsspa resortsspa villagespa holidayspa packagesbest sparesorts hotelspa treatmentspa retreatbody spahealth resorthotels spas

The long tail of search terms29


0

100 000

200 000

300 000

400 000

500 000

600 000

700 000

800 000

900 000

1 000 0001 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69 73 77 81 85 89 93 97 101

105

109

113

117

121

125

129

133

137

141

145

149

153

157

161

165

169

173

177

181

185

189

193

197

Sleep disorder related search terms

snoringstop snoringsnoring stopsleep masksleep disordersleep disordersbetter sleepsleep centersleep helpsleep study

sleep cliniccpap machinesleep treatmentto stop snoringanti snoringobstructive sleep apneaent specialistapnea treatmentapnoeasleep insomniasnoring remediessnoring sleepanti snore

sleep doctorssomnoplastysleep apenasleep centresnoring aidssnoring devicessnoring solutionssnore reliefsleep specialistsnoring helpsnoring chin strapsnoring mouth guardsleep labssleep disorders center

sleep apnea treatmentsleep labsleep problemsleep prosleeping disorderssnoring surgerysleep surgerysleep apnoeahow to stop snoringinsomnia treatmentsnore stopstop snoresnore pillowsleep apnia

Making Pay Per Click work

• Keyword research

• Write ads that sell

• Link to landing page

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“Left-handed scissors”

Left-handed scissorsWide variety of scissor stylesand blades. Buy online now!

www.forlefties.com

ANALYSE!Measure results using Google Adwords and

Analytics


Word of mouth

The patient’s voice32


The patient’s voice33


The web and patient choice34


Social media35


Social media

Patient Forums

Blogs

Reviews

Podcasts

Facebook

Twitter


PR – It’s free! (almost)

Quality links through PR37


Use local press38



Managing web enquiries

Your aim

Attract Engage CreateLead Convert


Web and email enquiries41


Your first interaction with a potential customer

Customer has an immediate point of comparison between companies

Email responses are a reflection of your business/hospital/clinic

5% - 20% turn into business

UK study on web enquiries: response time

Major UK hospital group

• 33 percent within 24 hours.

• 19 percent within 24-48 hours.

• 23 percent within a 3-5 day period.

• 6 percent after a week.

• …….19 percent of enquiries received no reply!!!

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© Intuition Communication Ltd 2012In house data: Mystery shopper exercise carried out by Intuition Communication

Problems with web enquiries

• Time wasters and window shoppers

• The time it takes

• Tracking conversion

• Ensuring quality

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• Treatment Abroadwww.treatmentabroad.com

• International Medical Travel Journalwww.imtj.com

• Health tourism blogwww.imtj.com/blog

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Want to know more?

© intuition communication ltd 2012 - liaa · © intuition communication ltd 2012 attracting the...

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