Fluency is a proud sponsor of the 2nd Annual Future of Medicine Conference, presented by Centura Health, on May 11 & 12, 2017 in Denver, Colorado. This two-day summit celebrates the convergence of technology, bioethics, population health and preventive medicine.
Future of Medicine features 13 regional and national speakers, including:
- Aneesh Chopra, first Chief Technological Officer of the United States
- Daniel Kraft, Founder and Chief Medical Officer of Singularity University
- Dean Ornish, Founder and President of the Preventive Medicine Research Institute
- Eric Topol, Chief Academic Officer, Scripps Health
- George Church, Professor of Genetics at Harvard Medical School
With over 30 CEOs in attendance, this year’s event was one of the largest to date. The new CEOs Against Cancer Co-Chairs announced were:
- Will Cook, University of Colorado Hospital
- Tom Allen, Intermountain Electric, Inc
- Tim Schaden, Fluency Health
Other meeting summaries include:
Grounding Us in Fact – Excess Weight & Cancer
CEO’s Against Cancer Chapter Chair, Kim Bimestefer, walked us through how obesity increases the risk of cancer and employers can start making a difference in their workplaces. As leaders we need to educate our employees on the connection between excess weight and cancer risk and show them that a healthy diet helps the body to fight and prevent cancer.
Pay It Forward Colorado – Research
Dr. Traci Lyons, Associate Professor, University of Colorado Anschutz Medical Campus gave the group an overview of the progression of her research. Dr. Lyons was initially funded by the American Cancer Society as a post-doctoral fellow and was recently awarded a $720,000 research scholar grant supporting her research into postpartum breast cancer.
Early Detection – 80 x 2018 Campaign
Dr. Dennis Ahnen with the National Colorectal Roundtable and the University of Colorado School of Medicine presented the nationwide effort to increase colorectal cancer screening rates to 80% by 2018. Employers have a large role to play in this effort as colorectal cancer is common and lethal but largely preventable. Employers can help by increasing their internal colorectal cancer screening rates to save lives, and potentially money, in the process. Will Cook, CEO of University of Colorado Hospital shared his commitment to getting his hospital involved, as well as the entire University of Colorado Health System. Tim Schaden, CEO of Fluency Health, is contributing to the outreach strategy.
Prevention – Workplace Health Assessment
American Cancer Society Senior Director, Scott Dishong gave a high level overview of the Workplace Health Assessment. The Workplace Health Assessment is a gap analysis between what a company is currently doing to improve workplace wellness and what the American Cancer Society considers best practices. The discussion was kicked off by Steve Bangert, CEO, CoBiz Financial, who discussed how they have benefited from partnering with the American Cancer Society and the Workplace Health Assessment over the past 7 years. Steve believes it has helped employee engagement and ultimately helped CoBiz Financial fiscally in the process. Tom Allen, CEO, Intermountain Electric, continued the conversation by discussing their experience after being a partner of the American Cancer Society for the past 3 months. Tom expressed the importance of gaining buy in from his leadership team to ensure that the partnership was sustainable.
On November 2, 2016, Fluency Health CEO, Tim Schaden, will participate in a roundtable discussion on healthcare leadership at the Colorado Convention Center, during the The American Public Health Association annual conference. The purpose of the roundtable is to discuss how health systems, public health, nonprofit organizations, and others can prepare for, and shape, the population health management paradigm. Participants include executives from public health, healthcare, academia, business, government entities, and others.
The American Cancer Society CEOs Against Cancer, Colorado chapter, will be hosting its Annual Breakfast forum on September 29, 2016 at the Crawford Hotel in Denver, Colorado.
Hosts this year include:
- Kim Bimestefer, CEOs Against Cancer, Colorado Chapter Chair
- Tim Schaden, CEO, Fluency Media and Fluency Health
- Steve Bangert, CEO CoBiz Financial
- Will Cook, President & CEO, University of Colorado Hospital
- Tom Allen, President, Intermountain Electric, Inc.
There’s been quite a bit of chatter since Google rolled out their new SERP layout that removed all of the text ads from the right side. As Google informed us, the right side will now be reserved for Product Listing Ads (PLAs), Knowledge Graph entries, or Google My Business locations.
Paid ads will now only show up at the top (as many as four) and the bottom (no more than three) of the search results page. If you’re doing the math, that’s seven total paid search listings – four fewer than previously displayed (yes, there used to be a maximum of eleven text ads including the top, bottom and right-side).
There was a recent article that talked about how branded PPC ads were getting more expensive, and we wondered if the same was happening with our client accounts. The article claimed cost-per-clicks (CPCs) were getting more expensive for branded campaigns. However, this generalized claim made very little mention about its data influencers, such as industry type, seasonality and competitive landscape before/after. It also didn’t mention other account, campaign, keyword or ad copy changes, making it hard to fully gauge the results.
Our search department at Fluency decided to take a deeper look and test our own clients’ branded CPCs.
In the article, the author compared date ranges for February 7–16 vs. March 27–April 5. In our experience, the first and last couple of days in a month cause searchers to behave differently than during the middle of a month, so we decided to adjust the timeframe. We chose the dates February 7–16 vs. April 3 – 12.
Here are our CPC results across different industries:
- Major healthcare providers
- Narrow brand (brand name only) CPCs were down 34%
- Modified brand (i.e. healthcare +brand +name) CPCs were down by 5%
- Steady climbs from click-through rates (CTRs) on some campaigns up as much as 25%
- Consumer food goods
- Exact match brand terms down 29%; broad match up 10%
- Real estate and housing: Down 26%
- Education: Down by more than 50%
The vast majority of our client’s brand CPCs are actually down significantly. From the campaign level, only a couple are steady, but the overwhelming majority are showing reductions anywhere from 5% to over 50%.
With any campaign, results may be subject to fluctuation. However, since we’ve commonly sought the top position for our clients’ brand terms, we suspect that since costs are down, and CTR is up, this could be due to more competition being pushed down to the bottom of the page, or off of it entirely.
We highly doubt that competitor ads can be given higher quality scores for branded terms that aren’t theirs, so we could certainly assume that with fewer paid search listing positions available, it could be even harder for competitors to gain traction.
We’ll definitely continue to keep an eye on increased CPCs or any other changes that might arise from the removal of the right side ads from Google searches. Have you or your clients seen any changes with CPCs on branded campaigns? We would love to hear from you. Comment below!