HEALTHCARE MARKETING: A BODY OF WORK

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1 HEALTHCARE MARKETING: A BODY OF WORK

2 WELCOME TO ONEUPWEB WE RE A FULL-SERVICE DIGITAL MARKETING AGENCY Few industries are as simultaneously scientific and emotional as healthcare. That s why our approach is both research-based and patient- and customerfocused, where we grade ourselves on the end-user experience. Because we specialize in healthcare marketing, we know how to increase qualified leads, drive patient engagement and grow brand awareness. Whether redesigning a regional health network s website or developing a lead generation campaign for a medical equipment manufacturer, each project we undertake is grounded in our understanding of your market, and based on research and the breadth of our industry experience. With so much at stake, we understand the first impression is as important as the last. That s why for more than 18 years, Oneupweb has been a trusted partner to some of America s most recognizable hospital systems, insurance groups, clinical and diagnostic solutions providers, pharmaceutical companies and more.

3 DIAGNOSIS AND PRESCRIPTION FOR PRIORITY HEALTH S MEDICARE WEBSITE Priority Health Michigan s highest-rated HMO-POS provider came to Oneupweb with a very important question: Why are visitors to PriorityHealth.com/ Medicare not buying more online? Our market research team went to work, conducting a user experience and usability audit. Our study involved a detailed review of the overall site design, style, presentation and layout of the information, a purchase/enrollment analysis, an eye-tracking study and more. Our report included a report page layouts of proposed design improvements. Within months, Priority Health adopted recommendations, and their Medicare site now includes clearer action paths, better and more relevant information, and an overall look and feel better tailored to Priority Health s target Medicare demographic. USER EXPERIENCE & USABILITY AUDIT EYE-TRACKING ANALYSIS MARKET RESEARCH DETAILED DESIGN COMPS

4 TAKING THE FIGHT AGAINST CANCER ONLINE Cancer Treatment Centers of America (CTCA) put their patients first always and wanted their website to reflect that same feeling. CTCA came to us to improve their visibility on the web both globally and locally. Our solutions included a site redesign, content marketing and geo-local paid marketing, campaigns coordinated with local television advertising. Focus groups and a usability study informed the redesign strategy, and we re proud to report that CancerCenter.com became the #1.com in its category. Online patient acquisitions grew six-fold in the first year and monthly unique visitors surged to more than 250,000 every month. And while we think those results are pretty special, it felt even better knowing we played a part albeit small in helping patients find the right cancer treatment provider. USABILITY AUDIT MARKET RESEARCH CONTENT MARKETING PAID MEDIA DIGITAL STRATEGY & PLANNING

5 SURGICALLY PRECISE PAID MEDIA FOR DAVITA S DIALYSIS SERVICES DaVita, the dialysis division of the Fortune 500 healthcare giant DaVita HealthCare Partners, Inc., needed an agency to deliver finely tuned paid media management during the worst financial recession in memory. Oneupweb and DaVita had already been partnering on an aggressive, successful paid search campaign in 2007, where DaVita.com s numbers were on the rise within weeks. But as the economy declined in 2008, we needed to adjust our tactics. Monetized conversions were the key metric DaVita needed to see, and our finely tuned, readjusted efforts helped DaVita increase patient placement for dialysis services. Over the course of this engagement, and for years thereafter, we lowered cost-per-click, increased conversions and saved DaVita s marketing budget tens of thousands of dollars. PAID MEDIA DIGITAL STRATEGY & PLANNING MARKETING MANAGEMENT RESEARCH & ANALYTICS

6 BRINGING BRIGGS HEALTHCARE DIRECT TO CONSUMER Briggs Healthcare is a leading supplier of medical products, but its primary audience was a network of over 50,000 healthcare businesses and professionals. When Briggs Healthcare saw an opportunity to market their more than 10,000 medical products to the individual consumer, they came to us to edge out their new B2C competition and to seamlessly transition into this new market. We introduced Briggs to paid media; launching the organization s first-ever foray into this digital marketing channel. After one month, we improved unique visitors to Briggs Healthcare s B2C site by more than 396%. Within the first year, online conversions rose 402%. PAID MEDIA DIGITAL STRATEGY & PLANNING MARKETING MANAGEMENT

7 CAPABILITIES: CREATIVE SERVICES Visual Design Services Identity & Branding Rich Media & Motion Graphics Audio/Video WEB DESIGN & DEVELOPMENT Responsive Design User Experience and User Interface Landing Page Development Web Application Development RESEARCH STRATEGY Website Usability Market Research Persona Development Brand Positioning CONTENT MARKETING & SEO Copywriting Content Curation and Development Foundational SEO Local Optimization Social Media Marketing PAID MEDIA MARKETING & PPC Paid Search Comparison Shopping Display Advertising Retargeting Prospect Targeting INBOUND MARKETING Campaign Integration Marketing Automation Multi-channel Marketing

8 COMPLIANCE IS KING For almost 15 years, CfPIE: The Center for Professional Innovation & Education has helped life science firms stay compliant by offering high-quality compliance awareness training and, in the process, protecting the reputations and bottom lines of household name brands. To help professionals in highly technical disciplines find the training they need, CfPIE contacted Oneupweb to convert searches into course registrations. We helped CfPIE take evergreen content that resonated with potential customers to appropriate new channels outside of their primary domain. In the past year, CfPIE saw a 14% increase in sales from unique visitors via natural search. Relevancy also grew for a wide variety of targeted search terms, leading to an appreciable increase in impressions and clickthroughs to their website. SEARCH MARKETING DIGITAL STRATEGY & PLANNING MARKETING MANAGEMENT

9 WE ADVOCATED FOR EASIER CONTENT MANAGEMENT AND A HEALTHY REDESIGN The National Council for Behavioral Health is one of the nation s largest not-for-profit membership organizations, serving over 2,000 mental health organizations nationwide. Recognizing the need for an updated web presence as their membership continued to grow, they came to Oneupweb for a redesign and for help managing their vast quantity of content. We redesigned the TheNationalCouncil.org, providing a new user-centric hierarchy that could be easily populated, managed and updated by both Oneupweb and The National Council. We identified inherent limitations in their original CMS, recommending a shift away from it and provided a highly customized WordPress solution tailored for their users and The National Council s content management team. WEBSITE DESIGN & DEVELOPMENT DIGITAL STRATEGY & PLANNING

10 NO DEFINE DEMOGRAPHIC INSIGHTS You probably know who your audience is, but in this step we will define how our campaigns will influence their behavior for your brand s benefit. Knowledge is power. MAP OUT THE HOLISTIC STRATEGY We ll create the roadmap to ensure that traditional and digital efforts support one another and drive enhanced ROI. GET CHANNEL CENTRIC Where do we need to push the message to meet the right audience? We ll identify those channels and also the specific strategies for each. BENCHMARKS & KPIs What gets measured, gets improved. It s more than a mantra, and in this phase we ll illustrate what success looks like for our campaign strategy holistically and on a channel-specific level DESIGN & DEVELOPMENT We bring the campaign to life in this phase; designing, copywriting and developing all of the necessary pieces for a cohesive campaign identity. DEPLOY Time to take that smart, beautiful campaign to market! We ll take care of the heavy lifting to make sure that execution is flawless at every turn. MANAGE, MEASURE & OPTIMIZE Whether it s delivering creative to publishers for a display campaign, interacting on Facebook as the voice of your brand or adeptly orchestrating PPC bids campaign management is critical to success, and we take it seriously. This is also where we measure and report on campaign performance, expertly optimizing at each step.

11 A PRESCRIPTION FOR SUCCESS: CUTTING COSTS AND GROWING BUSINESS RelayHealth, a division of McKesson (the oldest and largest healthcare services company in the United States), provides convenient and secure connectivity and information exchange solutions to medical providers and clinicians. Being part of the healthcare industry, RelayHealth s products and services are a very considered purchase, and in such a competitive space, Pay-Per-Click (PPC) keyword costs are high. Knowing this, they called on Oneupweb. Over a 12-month period, RelayHealth s paid media campaigns saw a 28% decrease in cost-per-click, with their average ad position increasing by 37%. Oneupweb grew RelayHealth s PPC audience by increasing ad positions on the SERP, as well as through campaign and keyword expansion. As a result, unique visitors increased 68% with the same budget, and sales leads increased 50%. PAID MEDIA DIGITAL STRATEGY & PLANNING MARKETING MANAGEMENT CONTENT MARKETING

12 relentlessly WE ARE DRIVEN TO SERVE YOU TAKE THE FIRST STEP We re experts in the healthcare marketing industry. In the nearly 20 years since we opened our doors, we ve helped hospitals, medical care suppliers, insurance companies and other medical organizations with everything from patient acquisition strategies and website usability and conversion studies to breaking into new and emerging markets. Look around, then come back to Oneupweb. Founded in 1996, Oneupweb leads the digital marketing strategies for the nation s most profitable brands. We are relentlessly driven to provide the very best in research and analytics, digital strategy and planning, creative and development, marketing management, search marketing, social media and communications, mobile marketing and more! If you re ready to take marketing challenges by the horns and get measurable results, Oneupweb is ready to create custom solutions fit for your brand. Join the great company we keep! Call us at or visit us on the web at OneUpWeb.com.

13 OneUpWeb.com Facebook.com/OneUpWeb Twitter.com/OneUpWeb S. West Bayshore Dr. Suite 3000 Traverse City, MI CALL US! OR

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