Post on 13-Jun-2020
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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
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“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
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The medical tourism haystack!5
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“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
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Patient need
Patient choice
Purchase decision
Pre -operativeOperation
Post operative
Satisfied patient!
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Building a better web site
Web site: basic ingredients9
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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
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Source: Treatment AbroadMedical Tourist Survey 2008
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Attracting visitors
Sources of visitors12
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Web site
Search engine
optimisation
Paid search(Pay per
click)
Banner advertising
Other sites/Inbound
links
Former visitors/
customers
Press and PR
Google dominance13
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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
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Google ranking factors17
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• 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
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Paying for traffic
Your aim
Attract Engage CreateLead Convert
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Who do we want?
Attract
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Qualified leads“Active” treatment seekers
When to use Pay Per Click21
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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?
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Conversion rates
400visitors
20leads
1 customer
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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
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£700 £700£700
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Getting value from Pay Per Click
The long tail of search terms28
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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
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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
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Word of mouth
The patient’s voice32
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The patient’s voice33
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The web and patient choice34
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Social media35
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Social media
Patient Forums
Blogs
Reviews
Podcasts
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PR – It’s free! (almost)
Quality links through PR37
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Use local press38
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Managing web enquiries
Your aim
Attract Engage CreateLead Convert
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Web and email enquiries41
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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?
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