GreyMatters 2017


Let’s Talk 2017 Event Faculty and Schedule Revealed

lets-talkIf you are a healthcare provider and are planning to attend the 21st Annual Healthcare Internet Conference in Austin in October, please consider arriving a day early to join Greystone.Net and Healthgrades at Let’s Talk: Conversion.

This afternoon and early evening event, which is provided at no additional cost to healthcare providers who are attending HCIC, will feature speakers from both inside and outside the industry, sharing knowledge and experiences on how to improve conversions by integrating digital strategy and CRM. The Let’s Talk Event will be held on Sunday, October 22nd, beginning at 4pm at the JW Marriott in Austin.

The schedule and faculty for the event are:

  • 4:00pm: Welcome to Let’s Talk: Conversions. Mike Schneider, Executive Vice President, Greystone.Net and Christopher Catallo, Executive Vice President & General Manager, Health System Solutions, Healthgrades, will open the session with a few brief remarks.
  • 4:15pm: Snapshot of the State of Digital Healthcare Marketing in 2017. In this session, Rob Klein, President of Klein & Partners and Kathy Divis, President of Greystone.Net will provide a quick look at the state of digital marketing in healthcare, based on the results of an industry-wide survey conducted during the summer of 2017. The survey, in its third year, highlights trends in digital marketing, CRM, marketing automation, budgets, staffing and more. Walk away with a great set of data, facts and benchmarks to use when you get back home.
  • 5:00pm: Networking break with open bar and appetizers.
  • 5:30pm: Lessons Learned: A Conversation About Web Strategy, Digital Marketing, CRM and Building Conversions. In this fireside chat, facilitated by Drew Diskin, Senior Vice President for Health Network Laboratories, three veteran healthcare marketers share lessons learned as they deploy web strategies, digital marketing and CRM to build relationships and to drive conversions. Come learn from:
    • Jean Hitchcock, Interim CMO, Stamford Health
    • Neal Linkon, Director of Digital Engagement, Children's Hospital of Wisconsin
    • Todd Stogner, Digital Media Manager, Marketing, INTEGRIS Health
  • 6:15pm: Micro-Moments:  The New Battleground for Brands. Hear the closing speaker, Sheldon Bernstein, Head of Americas Partner Enablement, Google, talk about mirco-moments. In today’s world, far more often than not a patient’s journey begins with search. In this session, hear how Google is helping brands win micro-moments – those small, quick and fleeting opportunities to help our target audiences. Discover how winning these micro-moments is the new battleground for brands, and how best to leverage search, video and other tools to drive conversions to your services, physicians and facilities. Leave with a better understanding of how to identify the moments that matter, and how to boost conversion by showing up, being useful and quick and connecting the dots.
  • 7:15pm: Wrap up and closing thoughts.

We hope you will join us for this exclusive event where we will discuss topics pertinent to our industry, problem solve and brainstorm, allowing you to walk away with answers to your most pressing questions.


Improve Conversion Rates With Mobile Optimization

mobile-optimizationMobile, mobile, mobile. Since the internet was accessed more by mobile than by desktop last year, mobile is definitely a big deal. And it will only get bigger. However, conversion rates on desktop far exceed those of mobile, 70% to 20%, respectively. How can marketers improve mobile conversion?

Marketers must be aware that mobile devices are used much differently than desktops. Perhaps an over-arching concept of “micro-moments” should be the guiding force for mobile marketers. An effective mobile strategy works to optimize and synchronize a series of micro-moments to deliver an optimal user experience.

Here are some tactics designed to quickly impact mobile conversion:

  • Speed up page loading times. Studies have shown that the longer it takes a page to load, the more users abandon the page. So it only makes sense that retention and conversion rates will improve with faster page downloads. Research from Duda found that sites with render start times (how long it takes for content to start appearing on the user’s screen) less than one second get almost 50% more mobile engagement than sites with render start times of three to four seconds. According to Google best practices, some ways to improve download times include:
    • Compressing and optimizing JavaScript.
    • Minifying CSS code and placement.
    • Minimizing image sizes; consider using CSS image sprites.
    • Prefetching page elements that require large files.
  • Improve online payment transactions with one-touch payment. In a recent blog article, Rob Klein, Founder & CEO of Klein & Partners, a healthcare marketing research and brand management consulting firm, discussed the dismal state of online payment in the healthcare industry as part of the larger topic of the effect of negative website experiences on the brand. People expect the same functionalities from healthcare as they get from other industries and do not have much patience for dealing with antiquated processes from providers. One retail entity found that by integrating a one-touch payment process, along with rigorous A/B testing, its mobile sales conversion rate increased to 5% (average smartphone conversion rates were about 1.5% at the end of 2016). Consider using one-touch digital wallet platforms such as Amazon Pay, Apple Pay, Android Pay, etc.
  • Revamp your lead forms with breadcrumbs and radio buttons. Mobile audiences want information and transactions to be fast. They don’t want to get bogged down filling in lengthy forms and they don’t want to give out contact information until they are sold on your organization. One company found that by asking easy-to-answer questions that don’t require giving out contact information utilizing radio buttons, they could “lead” mobile website visitors to the point of leaving their information and converting on a core offer.

What is your organization doing to improve mobile conversions?


Increase Social Engagement With Facebook Live

facebook-liveYour organization has worked hard on its social media strategy, and you have seen improvement in engagement and interactions. You’d like to do even better, but how?

Are you using Facebook Live? If not, or if you’re only using it sporadically, you might want to consider adding Facebook Live as a routine part of your social media efforts. Not only are people spending three times longer watching live video than previously recorded ones, but the amount of engagement with Facebook Live on news feeds—lots of it!--has not been lost on many brands.

Live streaming can be a great way to get the attention of your audience, draw them in and get them to perform some action, whether it is making an appointment, signing up for an enewsletter or registering for a class. Here are some easy live-streaming tactics to boost your social engagement:

  • Show what’s happening behind the scenes. People want to know what’s going to happen with them in a healthcare setting. Perhaps one of your anesthesiologists or OR nurses could provide a live tour of an OR set up for various specific procedures. Show what happens in departments such as radiology, physical therapy or others. If you have a special event or campaign coming up, consider live streaming the preparation backstage just prior to the event. Just keep in mind that if patient care areas are involved, you’ll need to be especially careful about HIPAA issues.
  • Report breaking news. Is your organization debuting a new procedure or a new type of equipment? Is there a healthcare-related story blowing up the news that someone in your organization can speak to? When there is something going on like a severe flu epidemic, an environmental event like the forest fires around Gatlinburg and Pigeon Forge, TN, last year or severe weather conditions that can affect people’s health, use your organization’s clinical experts to go live and explain more about what’s happening.
  • Repurpose your content. Do you have active bloggers in your organization? Find some of their most popular blog posts and have the blogger (or someone else in your organization) hold a livestreaming event to discuss the post and take questions from viewers. This is a great opportunity to drive people to your website.

If you want to start small with live streaming, pick one of the tactics above and try it. Assess your results. If it works, great. If not so much, then try another tactic.

What is your organization doing with live videos? 


A New Digital Advertising Option

Smart-AV-AudiencesIf your organization’s marketing strategy includes video and audio, a new media collaboration may help with targeting your audience for these productions.

Fox Networks Group and iHeartMedia have announced a partnership intended to compete against the advertising power of Facebook and Google. The viewer data from Fox and the listener data from iHeartMedia will be combined to identify specific segments of consumers, then reach out to the targeted segments via Fox’s TV and digital platforms and the radio and streaming platforms of iheartMedia. The new entity providing this service is called Smart A/V Audiences.

According to spokespeople from both companies, Smart A/V Audiences will provide marketers with integrated data solutions that will allow for seamless specific targeting across radio, TV and digital in any location where these media are used. The new endeavor will have the ability to precision target at massive scale based on everything from consumer passions for music, sports and programming to sentiments, moments and locations, creating more relevance and better context for results than ever before in broadcast advertising.

Smart A/V Audiences is one of several instances of recent media company collaborations brought about to use their combined resources to provide better targeted advertising. While data will be shared between the two entities, ads will be sold to marketers by each company separately.


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