Creating Valueand Positioning Your BrandThrough Digital Health - PowerPoint PPT Presentation

Creating Value—and Positioning Your Brand—Through Digital Health Content Marketing Lindsay Rothstein, Senior Director, Marketing & Communications, Johns Hopkins Medicine International Aaron Watkins, Senior Director, Internet Strategy, Johns Hopkins Medicine 1

Be true to your brand. 2

Be authentic. 3

Be authentic. 4

Be authentic. No matter what a person learns on our site, the most important factor in their decision to us is their first contact with one of our employees.

Be consumer-focused. Engaging Faculty Health Physician Content Profiles Hospital Service Web Line Web Conditions, Presence Presence Treatments, Professionals’ Names Research Lab Profiles 6

Be integrated. Asset #1 Goal #1 Asset #2 Goal #2 Asset #3 Goal #3 7

Be integrated. Golden Year Guardians: 11% Autumn Years: 8% Power Elite: 7% (114)* Blue Sky Boomers: 8% Thriving Boomers: 7% Singles & Starters: 8% *Hopkinsmedicine.org Over Indexes vs. Industry Source: Hitwise 12 rolling weeks ending 10/1/16

Be engaging. 9

Be where they are. 77% of health activity begins here What are they looking for? • conditions or diseases • treatments or procedures • names of doctors or other health professionals Source: Pew Internet, The Social Life of Health Information, 2012

Be where they are. 55% of searchers click on the first 3 positions in Google. 31% 14% 10% 7% 6% 4% 4% 2% 1 2 3 4 5 6-10 P. 2 P. 3+ 11 Source: moz.com/blog/google-organic-click-through-rates-in-2014

Be where they are. keywords traffic value JHM 91k 1.0M $2.6M 31% 14% 10% 7% 6% 4% 4% 2% 1 2 3 4 5 6-10 P. 2 P. 3+ 12 Source: moz.com/blog/google-organic-click-through-rates-in-2014

Be reassuring. 13

Be mobile. 65% of health-related traffic on our site comes from a phone or tablet. 14

Be forward thinking. 15