Revealed: A Millennial`s Internet Journey To LASIK

Transcription

Revealed: A Millennial’s
Internet Journey To LASIK
Peter Reitano, Chief Client Officer, Spark Internet Marketing
Corporation
Nick Sideris, Founder, Patient Pipeline, New LASIK Patients,
"Done-For-You"
Alicia Adema, Business Development Manager, Abbott
Medical Optics Inc.
Most Ethnically Diverse and
Technical Savvy Generation
Alicia Adema, Business Development Manager,
Abbott Medical Optics Inc.
2014.03.13-RF8397
AMO U April 25, 2014
©2014 Abbott Medical Optics Inc.
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Generation Y
By 2025, Gen Y will equal 75% of the
global workforce
In the U.S., 10,000 people
turn 21 each day
Purchased iStockImage
Source: GfK Custom Research, LLC
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Surprising Buying Power
• By 2017, Gen Y will have greatest
spending power
• High brand to self-esteem
association
• They will influence 50% of all
spending
Source: Business Weekly
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Gen Y Are Often Misunderstood…
What HR think about Gen Y…….
What Gen Y think of themselves…….
PEOPLE-SAVY 14%
PEOPLE-SAVY 65%
HOW
MILLENNIALS
DESCRIBE
THEMSELVES
TECH-SAVY 35%
HOW
HR PROFESSIONALS
DESCRIBE
MILLENNIALS
LOYAL TO THEIR
EMPLOYERS 82%
FUN LOVING 14%
HARDWORKING 86%
TECH-SAVY 86%
LOYAL TO THEIR
EMPLOYERS 1%
FUN LOVING 39%
HARDWORKING 11%
Source: A Beyond.com survey of 6,361 job seekers and veteran HR professionals, from April 12 – May 9, 2013
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Survey of Time Spent
School
5hr/day
Sleeping
Facebook
7hr/day
Every hour
TV
1.5hr/day
A TYPICAL DAY
of 26.5 hours
Internet
2hr/day
Mobile phone
2hr/day
3.5hr/day
Listening music
2.5hr/day
Source: Axance,2012
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Lunch
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This is a different generation
25-46 years
1st vs. 2nd
Generation Digital
Divide
Gen X
Gen Y
Berlin Wall Falls
Chernobyl
AIDS
Personal Computer
9/11
Climate Threat
Dot-com Bubble
Digital Age
Digital I mmigrants
Digital N ative s
Purchased iStockImages
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22-23 years
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Gen Y's Internet Journey to LASIK
Peter Reitano, CCO, Spark
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Overview
• Integrated digital marketing
• Your website
• Search marketing
• Organic (SEO)
• Paid (PPC)
• Social media marketing
• Measuring success
• End
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Generation Y
They spend more than twice as much time per week on the Internet as they do
on the telephone, more time watching YouTube® than cable TV, and they text
their friends as much or more than they talk to them
Purchased iSTOCKphoto LP
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Integrated Marketing
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The Online Landscape
Created by Spark
Icons sourced - creative commons
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The Multi Channel Buy Path
Images created by Spark
Prospects use multiple online tools to help them decide on whether
LASIK is for them and who to go with
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Ask Yourself...
• Is your practice easy to find online?
• Are you active in all the online places where your target
clients hang out?
• In other words, can they connect with you on their terms?
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Your Website
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5 key things to consider when designing
your website...
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Great Looking / Branded
Clearview Vision Institute
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Web Standards / Accessible
creative commons image
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18
Search Friendly
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Conversion Optimized
Image Created by Spark
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Mobile Friendly
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Search Marketing
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Search Marketing
• Gets your services in front of
prospects at the moment they
are actively looking for the
services you offer
• It’s subtle and doesn't
interrupt – you’re assisting
them in their problem solving
quest
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• Build trust and credibility in
your industry
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Organic Search / SEO
Images Created by Spark
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Paid Search
• Buying visibility online
• Highly effective way to get
more site traffic
• Lots of models and Platforms
• Cost effective: only pay
when someone clicks on
your ad
• Highly measurable +
targeted: demographics and
locations
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Search Behavior Keyword Model
Your prospects complete
research and search
experience online broken
down into 8 categories
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Social Media
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Word Of Mouth 2.0
• Increase new client volume
• Elevate online business and personal visibility
• Enhance community awareness
• Amplify (digital) word of mouth
People buy from those they know, like, and trust
creative commons
image
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Gen Y = Informed Customers
How YOU can reach this generation through social media
• Become an educational resource
• Engage in a two-way conversation
• Read and respond to reviews
• Provide a total care experience
• Share your cause
• Visual appeal
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Facebook Advertising
Running ads is now essential to
success on many social platforms,
particularly Facebook®.
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Social Influence
Millennials are significantly more likely than older generations to be
influenced by their friends’ and social media posts about products
and services
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Reviews / Online Reputation
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Buy Cycle Overview For Health Purchases
Different mediums are typically used at different stages of the buying
cycle - very important to deploy an integrated marketing campaign
which covers all these platforms
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How to Measure Success
LEADS - most important metric
•
Cost per lead
•
Av. cost per lead $10 - $20
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Converting Millennial’s To
New LASIK Patients
Nick Sideris, Founder, Patient Pipeline
New LASIK Patients, “Done-For-You”
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Conversion
1. Website conversion
2. Follow up conversion
3. Referral conversion / online reputation management
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By FreeYork.org
Website Conversion
Turning your website from an
online brochure to a lead
generating machine
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• 3% are buying now
• 6 – 7% are open to it
• 30% not thinking about it
• 30% don’t think they’re interested
• 30% know they’re not interested
Chet Holmes
Author, The Ultimate Sales Machine
Patient Pipeline Image
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Securing permissions to use real image ©2014 Abbott Medical Optics Inc.
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100 Visitors:
3
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100 Visitors:
3
20 - 30
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Challiyil Eswaramangalath Vipin from Chalakudy, India
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Image NEO_ll
Lead Generation Tools
• LASIK Self Evaluation
• Free PDF / White Paper
• Webinar Invite
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Image - Dr. Ron Frenkel
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By trekkyandy
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94% Of Millennials Use Email
- The Pew Research Center
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By isaacbowen
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By OCAL
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• Automated emails
• Drip sequence
• Graphic vs. plain text
By OCAL
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By beltzner
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Social Proof
“People are more likely to
perform actions of those
who have performed the
same action before them.”
- Robert Cialdini, Psychologist and
author of the book, Influence: The
Psychology of Persuasion
By Eilyjaneaz
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Testimonial Template
• Litter appropriate testimonials throughout your site
• Add headlines for each testimonial
• Include a photo of the person
• Do not correct spelling and grammar mistakes
• Include patient’s full name, city, and occupation
• Vary the testimonials
• Ensure compliance with balance of risks and benefits is
displayed appropriately on your website*
* Visit the FDA site for a list of all FDA approved lasers and their intended use and associated risks
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Testimonials
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Follow Up Conversion
New LASIK patients from
consistent quality contact
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Lead Nurturing Tools
• Newsletters
• Live events
• Webinars
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Newsletters
• “Forward friendly”
• 80% personable / mainstream health
• 20% Eye-specific health
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Newsletter Template
• 1 new eye health related article from the doctor
• Engaging contest (Where in the world?)
• Inspirational quote
• Raving fan of the month
• Staff spotlight
• Social sharing
• Healthy recipe
• Consistency is key
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By @schwier
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Referral Conversion / Online Reputation
Use the power of the internet
to double referrals and protect your
reputation online
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By geralt
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90% Of Millennials Use Social Media
- The Pew Research Center
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86%
27%
28%
19%
13%
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Online Reputation
Take control of what is said
about you online
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By Robert Sanzalone
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Marvias695
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By brennanMKE
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By grandcamel
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• You can’t ask patients to post a review on Yelp®
• You can not incentivize patients to post a review
• You can’t email patients to write a review
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• Claim your practice
• Fill out your business profile accurately
• Respond to reviews immediately
• Use the sandwich approach when responding to reviews
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1. Engage Millennials on their
playing field using
technologies they’re
familiar with
2. Use the internet to create
an automated lead
generation, nurturing, and
referral machine
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3. Boost more LASIK volume
into the practice
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Alicia Adema, Business Development Manager,
Abbott Medical Optics Inc.
Nick Sideris, Founder, Patient Pipeline, New LASIK Patients,
“Done-For-You”
Peter Reitano, CCO, Spark Internet Marketing Corporation
2014.03.13-RF8397
©2014 Abbott Medical Optics Inc. AMO University is a trademark owned by or licensed to Abbott Laboratories, its subsidiaries or affiliates. All
other trademarks and trade names are the intellectual property of their respective owners.

Revealed: A Millennial`s Internet Journey To LASIK

Transcription

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