Last year we saw a noticeable shift by our health care clients in digital spend, budgets and overall goals. Attribution, ROI and generating leads became a new focus for our clients, as well as shifting tactics to acquire new website visitors.
Ordering over 75 million digital impressions this past year, we were able to observe a shift in consumer habits on both desktop and mobile and how digital advertising can impact health care websites.
Bigger is Better
With many different digital sizes (300 x 600, 300 x 250, 250 x 250 and 728 x 90) and display options available we noticed across all platforms that the larger ad sizes did better. Desktop outperformed mobile from an “interactive” standpoint resulting in 30 percent more engagement and generating more leads by a 3 to 1 margin. Mobile ads saw the best results when they contained a clear call to action or consumer response.
The 728 x 90 banner ad overall had disappointing results. Many advertising outlet websites have below the fold display impressions for the 728 x 90 and the overall impression is that consumers have trained themselves to dismiss the ad size from a call to action response.
We tested landing page copy on several campaigns in 2015. A strong landing page consisted of the following elements:
- A phone number and email contact clearly displayed.
- Strong search fundamentals including:
- a clearly identified title
- a complete meta-description
- copy that clearly focused on the features and benefits to the healthcare consumer. Landing pages that focused on patient benefits and had less jargon performed better and attracted more engagement and incremental time on the page.
With more analytical tools continuing to become available we watched three metrics last year:
- Time on the Page: Easy to read and call to action copy that linked back to other pages on the web performed better. Pages with more than two minutes of total time per page overall generated more activity and more consumer actions.
- Desktop Traffic: Desktop continued to be higher performing than mobile when it came to patients filling out forms, registering for classes or downloading e-books and educational materials. Patients used their desktop computer 77 percent of the time and their mobile device 22 percent of the time to submit a form or request.
- Email Response Rates: Desktop and mobile were slightly closer when it came to consumers responding to an email. The trend was 53 percent mobile to 47 percent desktop when it came to clicking through the call to action to a healthcare website.
This Year’s Focus
Early opportunities continue to be seen with remarketing tactics and generating leads using remarketing. We are currently testing several campaigns that are remarketed with creative based on the landing page visited. Early returns are indicating a high ROI and generating a 10 percent higher engagement rate on click-throughs.
Facebook micro-targeting options continue to produce strong results in driving web traffic. Overall engagement and click-through rates are less on Facebook, but lead generation and targeting highly engaged consumers continues to work with campaigns that are targeted to individual service lines—especially to women and to ages 18–34 of both genders.
Did your digital strategies complement your traditional media advertising last year? Was it a year of digital growth? What are your plans for this year? We can help you develop a digital strategy that will boost your engagement efforts.