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Case Study Available

Today’s PresentersBill Basler Creative Director Geonetric

Bill has an impressive background that includes being named Ad Person of the Year, being an adjunct professor of graphic design and being president of an advertising agency. But what’s even more impressive is his ability to consistently deliver outstanding creative. He’s an expert at designing for both usability and “wow” — developing websites and marketing campaigns that deliver both eye-catching creative and jaw-dropping results. Bill has spent the last 30 years on the agency side, first as a senior art director and then an associate creative director for two regional firms, and most recently as president of his own design studio. Bill holds a bachelor’s degree in graphic design from Iowa State University.Jodi Rawson Interactive Digital Marketing Strategist North Kansas City Hospital

Jodi is instrumental in implementing the hospital’s marketing plan and measuring the success of marketing projects. She manages the hospital’s award-winning website and digital marketing initiatives including social media, email marketing and search engine marketing. In addition, Jodi is responsible for managing public relations, planning and promoting special events and developing various print publications for patients, physicians and employee audiences. Jodi received her bachelor’s in business administration from the University of Central Missouri.

From Half Full to Topped OffHow North Kansas City Hospital Filled

Schedules

About North Kansas City Hospital

What You Will Learn

1.Hard wired The first 25 years of the World Wide Web

2.Pulling the plug Consumer behavior in the mobile age

3.Geonetric’s agile approachA brief overview

4.North Kansas City HospitalA cardiac campaign case study

Hard Wired The first 25 years of the

World Wide Web

Alta Vista, Yahoo launch1995

Google launches 1998

MySpace launches2003

Facebook launches 2004

YouTube launches 2005

Broadband emerging

Broadband widesprea

d

56k dial-up

Alta Vista, Yahoo launch1995

Google launches 1998

MySpace launches2003

Facebook launches 2004

YouTube launches 2005

? ?

Bandwidth + Wireless access

Boundless content consumption

Wi-FiSmart Phone

s

Pulling the PlugConsumer behavior in

the mobile age

Your healthcare prospects wake to their smart phone…

…and make social connections before they get out of bed

Their smart phone is their “newspaper”…

…and their “newspaper” plays videos

Their smart phone is their favorite magazine…

…and that magazine links to online content

Their smart phone is also their “television”…

…which serves up Web content

Their “television” plays music…

Just like their favorite radio station…

…which links to Web content and serves up visual ads

Newspaper

Mail

Television

Radio

Magazine

Traditional media continues to converge — ONLINE

And your prospects are following this trend

How do we deliver marketing campaigns online?

We rely on tried and true methods

• Great creative — clear concepts• Compelling calls-to-action• Frequency of message• And…

Good media strategy

But today, we execute much differently

Geonetric’s Agile ApproachA brief overview

We rapidly ideate

We strategize, concept, design, and build

Sometimes all at once

In-process work is of no valueValue lies in completed work

Build something that moves the bar

Testing takes place “live” with real users

Keep what works Throw away what fails

Step one:Establish a specific goal

Increase number of Calcium Scoring Heart Scans by 18 per month over prior monthly average of 180

Step two:Establish a timeframe

90 days starting March 17, 2014

Step three:Establish a budget

$72,000 plus outside expenses

Return on investmentExpected and provenProgress was reported to

North Kansas City Hospital weekly

North Kansas City Hospital A cardiac campaign case study

Why this campaign for this service line?

• Win for online marketing• Attainable call-to-action• Good working relationship with internal

stake holders• Measurable outcome – Proof that our

methods worked

Foundational ElementsLanding Page | Banners | Testing

Heat map testingEnsures that visitors are clicking on the proper areas with minimal abandonment. Hotter colors indicate higher click frequency.

Scroll map testingAllows us to learn what sections of the page users are focusing on. White indicates highest focus.

Confetti mappingAllows us to attribute clicks to specific referrers.

Early PPC and Facebook Ads

Early Facebook Posts

The Organic Nature of Social Media

Modifications to concepts based on Facebook user engagement

Mother’s Day Facebook Post

83 Sign Ups in 48 Hours!

Sign Up Overload! North Kansas City Hospital’s social media responsibility

Time To Test Your TickerNew concept emerges two weeks into campaign

TestYourTicker.comUser-friendly domain name is registered and incorporated into new

creative

Typical use of TestYourTicker.com domain name

Sam Caloroso, “Medium

please but not too much.”

Boosted Facebook post targeting

GenderMen

InterestsBaconFull breakfastSausageHot dogHamHamburgerBurritoQuesadillaEnchiladaNachosBeerFried chickenKFC Kentucky Fried ChickenStress managementParenting teenagersSmokingTobacco smoking

Consistently hitting 80 or more signups with each Facebook

boosted post

Campaign Results

Unprecedented engagement

GoalIncrease number of Calcium Scoring Heart Scans by 18 per month

(54 for three months)

Actual results493 additional sign-ups in first

three months

Questions?

Case Study Available

Join Us Next Month!

Build a Simple SEO Strategy That Google Will Love

Thursday, August 21, 2014 — 3:00 PM

It’s time to forget the terms “keyword stuffing” and “keyword density”. Google’s Hummingbird updated placed a focus on understanding words, their meanings and how they relate to a query from a search user’s perspective. From here on out your SEO strategy should be about fresh, original content. Using healthcare examples, we’ll explain how to build a successful SEO strategy and ensure the basics of SEO are always in place for the content you create. You’ll learn why being active and producing content across the Web that points back to your website is one of the best ways to help your SEO efforts.

Bill Basler319.730.7939

Bill.Basler@geonetric.com

www.Geonetric.com

Geovoices.com

@bill_basler

The End