Fluency Health Blog
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!
The recent string of ransomware attacks on hospitals only validates The Institute for Critical Infrastructure Technology’s recently published research suggesting that ransomware is becoming increasingly common in healthcare organizations. MedStar Health could be the latest hospital victim to a ransomware attack, although its officials have not confirmed or denied this claim. But what exactly is ransomware, and is there anything hospitals can do to prevent an attack?
What is ransomware?
Ransomware is a form of malicious software (malware) that blocks hospital staff from their own data, by accessing and encrypting their files. It then demands payment to restore the data typically through Bitcoin, a cyber currency that is extremely difficult to trace. The most common ransomware programs are spread through spam email campaigns disguised as invoices.
Why are hospitals a target?
Hospitals are progressively becoming a major target for cyber criminals because they are very likely to store highly sensitive information on older systems, so they often lack the latest security features, such as strong spam email filters, and require a more difficult process to back up information. Cyber criminals also know hospitals are more able to pay, and have an urgent need to regain access to their data.
What hospitals have been affected?
Recently, Hollywood Presbyterian Medical Center paid $17,000 to get back their access to information. Two other hospitals in southern California were also attacked, but technology specialists were able to make sure no data was compromised and nothing was paid. Similarly, Methodist Hospital in Kentucky was also hit recently, but were successful in fending it off without payment to cybercriminals.
While $17,000 may seem like a relatively small amount of money, cybersecurity experts suggest not paying the ransom because without the ransom, these cyber criminals will be out of business. There is also no guarantee that the hackers won’t attempt to install the malware again.
How are hospitals protecting themselves?
Employees are usually the main target for cyber criminals because they have direct access to health system information and use hospital computers daily. Bad habits – including opening suspicious emails and not taking the initiative to keep their own personal devices secure – can open the door to potential cyber threats.
Experts recommend employee education and awareness programs to help staff understand how the attacks work and how to stop, or at least not fall for them. Additionally, hospitals should frequently back up their data so hard drives can be easily wiped and restored to their previous states.
Ransomware has existed for a couple years now, but only recently hit the United States. Because of HIPAA laws, hospitals have been working hard to keep hackers from stealing patient data, not holding it hostage. Crazy, right?
Last month, Google confirmed they would no longer show ads to the right of its desktop search engine results page (SERP). This means that up to four ads will appear up top, above organic search results, the next three will show up at the bottom, and subsequent ads will appear on the next pages, often only at the bottom.
Why did Google remove ads from the right sidebar?
Ads in the right sidebar are statistically low performers and get clicked at a much lower rate compared to ads in the top 3 positions. Moving ads away from the right sidebar will also give Product Listing Ad (PLA) boxes and Knowledge Panel results more prominence.
How does this affect advertisers?
Fewer paid search listings means fewer competitors appearing on the same page. This could mean a potential increase in clicks to ads, especially in the top four positions. Previously, right sidebar ads couldn’t display extensions, but now all ads can, which gives bottom ads the opportunity to also increase their ad real estate.
Some have suggested that decreasing the number of ads shown on a page plus the lower visibility of ad position 5-7 will increase the cost-per-click due to higher competition for a more limited ad space. However, it is still too soon to tell, and the impact will continue to be debated until more data is available.
What are my next steps?
In these next few months, PPC bids will need some extra attention to account for potential click loss and higher competition. To save on cost, take a look at recent search terms that triggered your ad and update your keyword match types and negative keywords to ensure that only the ones that are relevant and generate conversions are bid upon. Pay extra attention to the cost-per-click and average ad rank columns, and use the Ad Preview Tool more frequently to see how your ad compare to others. Since this is a recent change, each campaign will be affected differently, so the best course of action is to monitor them closely and make necessary adjustments.
#1. Walking Outside in Orlando, Florida
Prior to my arrival in sunny Orlando, Florida, I was on a flight from Detroit, Michigan that required my plane to get de-iced before takeoff. It was 20 degrees at 5AM in Ann Arbor, and 5 hours later, I was in 80 degree weather. During the conference, I’d walk outside during breaks and soak up some Vitamin D. Thank you Greystone for picking warm locations for this annual conference.
#1 Least favorite memory: It was freezing indoors. The conference rooms were set to polar vortex temperatures.
#2. Larry Bailin’s keynote speech
I was a tweeting machine during Larry Bailin’s keynote speech. Everything that came out of his mouth was so insightful and incredibly important. Some of my favorite quotes were:
— Ariel Wan (@FluencyAriel) November 10, 2015
#2 Least favorite memory: Realizing his mammo-grahams recipe included potatoes and peanut butter. That was as unappetizing as the idea of getting a mammogram.)
#3. Watching the KLM lost & found beagle video
During Jay Baer’s keynote “Hug Your Haters,” Jay showed examples of good and bad responses to angry customers on social media. One of the “good” examples presented was about KLM Royal Dutch Airlines. The airline uses information such as seat numbers, phone numbers and social media details to reunited passengers with their left-behind belongings. Oh, and there’s Sherlock too:
#3 Least favorite memory: Being reminded that Sherlock isn’t real!
#4. Growing appreciation of search marketing
There were a lot of sessions about hospitals improving their search marketing, whether it was through SEO via content creation or PPC via Adwords and Display. One of the sessions that I attended was about Wake Forest Baptist Health System and how they ran PPC campaigns that went to an unbranded landing page about home dialysis. They took a page from what pharmaceutical companies, like Pfizer, are doing with general education and their unbranded websites such as arthritis.com. Another session featured Memorial Healthcare System and how they are leveraging Google Adwords, Pandora ads and more to increase conversions and awareness online. Of course, there was also the session that we presented with Beaumont Health about their journey to predictable and scalable patient acquisition. It’s really great to see more and more hospitals enter the PPC space, since 77% of patients use search prior to scheduling an appointment.
#4 Least favorite memory: So this isn’t technically a “least favorite” memory, but even though there were a few more sessions featuring hospitals and their search marketing examples, those examples were still the exception. It’d like to see more hospitals and their executives become more educated on the power of SEO and PPC and how search marketing can turn online visitors into real life patients.
5. The idea of winning an Apple iWatch
The thing to win this year in the exhibitor’s hall was the Apple iWatch. It was also a featured talking point in some of the advanced technologies sessions. The iWatch is still in the early adopter’s phase, and based on the Gartner’s Hype Cycle, I think it’s still at the peak of inflated expectations, getting ready to dip into the trough of disillusionment.
— Ariel Wan (@FluencyAriel) November 11, 2015
#5 Least favorite memory: Not winning one…because it’s been a week and I haven’t received any notifications. #sadface
All-in-all, I had a great time at the Healthcare Internet Conference this year. I’m looking forwards to next year’s conference in Las Vegas, NV. See you there!
When consumers in 2015 face an important choice, they will gravitate towards whoever can provide them with the information they need, and offers them services they can trust. Like all hospital marketers, the Web Marketing team at Beaumont Health has had to overcome significant challenges in offering a robust digital marketing program that can meet those expectations. Tim Schaden (CEO of Fluency Health) and Lori Manos (Director of Web Marketing at Beaumont Health System) will share many of the hard-earned lessons we’ve learned over the past three years, with a special focus on the practical insights that should be relevant to any hospital marketer, including:
Getting The Most Out Of Paid Search
The session will explain how we’ve cycled through over a hundred thousand keyword combinations to find the terms that reliably produce conversions in Beaumont’s market.
Driving More Referrals And Appointments
We’ll share some of the practical steps we’ve taken to make it as easy as possible for people to convert…not just by optimizing forms, but by tapping into other channels, such as the call centers, to generate appointments and referrals.
Tapping Into The Power Of Organic Search
We’ll explore how we’ve been able to develop comprehensive content recommendations that — on average — generate 75% more organic traffic within the first six months after they’ve been applied to a given service line.
Making Our Case As A Business Investment
Finally, we’ll delve into how we’ve been able to connect our investment in PPC and organic search with the downstream revenue it generates. We’ll take you through our straightforward but powerful investment framework, and explain how it can be adapted to be used within almost any organization.
After more than 25 years of working with consumer brands, we understand the importance of focusing on the revenue impact of any marketing investment, and it’s exciting to make that case with healthcare providers. We’re looking forward to sharing our experiences, and to learning more from yours. Hope to see you there!
Indiana has the nation’s highest rate of students who have contemplated suicide. Community Health Network, a non-profit health system in Central Indiana, wanted to help address this issue, and thus the “Zero Suicides for Indiana Youth Initiative” was born. Thanks to The Glick Fund, from the Central Indiana Community Foundation, CHN tasked Fluency Health with creating HaveHope.com, a website educating teenagers, parents and educators on the warning signs and risk factors associated with suicide among youth in Indiana.
After establishing the website’s main objectives, Fluency met and interviewed stakeholders involved in the Zero Suicides initiative to get a deeper understanding of the program’s operations. After the stakeholders meeting, the website project was divided into four phases: Research, Design, Development, and finally Launch.
The Research Phase included keyword research to find the search opportunity around suicide and prevention topics, and a list of 30+ websites focused on preventing teen suicide was compiled. Each site was assessed for how effectively it addressed audience needs, presented information, and productively guided visitors to the right action.
The Design Phase included a visual and brand assessment followed by mockups and the final design of the website. It was determined that the HaveHope.com website should have a simple and colorful design and layout, be easy to navigate, have a mix of photos, text and videos, with tailored copy and content for each audience segment (teens, parents and educators).
The Development Phase was broken up into two parts. One part encompassed the development of the content, which was written by Community Health Network’s Behavioral Health department and then edited and SEO-optimized by Fluency Health. The other part was Fluency Health’s development of the website, ensuring that the theme was smoothly responsive across desktop, tablet and mobile devices.
The Launch Phase was the most exciting part! After three months, the website was complete, analytics tracking was set and the Community in-house team had been trained so they could update the website in the future. HaveHope.com went live.
The website has been warmly received by members of the audiences it was designed to serve, and is on track to become an important resource for the East Indianapolis community. The team at Fluency Health greatly enjoyed working on the project with the Behavioral Health team at Community Health Network, and looks forward to supporting their future efforts to benefit the Indiana community.
What if you could shop around for the most affordable medical service? Often times as a consumer, it doesn’t feel as if you have much of a choice and you accept the costs when you receive the bill months later, assuming that your medical service has to cost that much. Before you spend your health care dollars, you should feel like you can weigh your options and clearly understand the costs from the start. Health care and insurance costs are rising, and as consumers pay more out of pocket, they need new and better tools to make the smartest spending choices.
The 2016 CEOs Against Cancer meeting was a great success with over 30 CEOs in attendance, the largest to date. Read the meeting recap here.read more
On November 2, 2016, Fluency Health CEO, Tim Schaden, will be a participant in the Roundtable on Leadership in Population Health in Denver, Colorado.read more
Our CEO, Tim Schaden, will be one of the hosts at the Annual Breakfast Forum for the American Cancer Society CEOs Against Cancer.read more
The Fluency team checks in on their client’s brand PPC campaigns to see if cost-per-clicks have increased since Google tightened up the competition in search results.read more