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Slide Notes

Eric & Renee's deck "Mapping our Digital Direction" offers a common framework for understanding what work needs to get done.

"Our digital direction is about understanding the nature of these connections, improving the experience of travelers who use them and laying out which territories need new investment in new roads."

I'll share here from a quantitative & qualitative perspective why Local Search is a road in which we should invest.



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Local Search - Mapping our Direction

Published on Nov 18, 2015

Marketing & Communications Department Orientation What I learned, how I can help and how I hope we'll work together to do amazing things.

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PRESENTATION OUTLINE

1.

Local Search

Mapping our Digital Direction
Eric & Renee's deck "Mapping our Digital Direction" offers a common framework for understanding what work needs to get done.

"Our digital direction is about understanding the nature of these connections, improving the experience of travelers who use them and laying out which territories need new investment in new roads."

I'll share here from a quantitative & qualitative perspective why Local Search is a road in which we should invest.



2.

"Our digital direction is about understanding the nature of these connections, improving the experience of travelers who use them and laying out which territories need new investment in new roads."

Eric & Renee have done a beautiful job in crafting "Mapping our Digital Direction". I'd like to talk about why Local Search is a road in which we need to invest.
3.

Mapping our Digital Direction

  • Use sector-leading approaches for digital channels & content
  • Create a unified, not uniform, digital experience of OHSU
  • Simplify the presentation of essential user information
  • Enable or improve the experience of key customer transactions
  • Build durable relationships in the customer journey
4.

Why is Local Search Important to Mapping our Digital Direction?

5.

QUANTITATIVE: Google Matters for Local Search

77% of patients use online search when exploring healthcare options.

A recent Google study showed that 77% of
patients used online search when exploring
healthcare options

http://localvox.com/wp-content/uploads/content/HealthCare-Local-SEO-White-P...

One in 20 Google searches are for health-related information

http://searchengineland.com/google-introduces-rich-medical-content-knowledg...
Photo by kevin dooley
6.

QUANTITATIVE: Local Search Matters to OHSU

Also add our analytics data...show methodology
Photo by kevin dooley
7.

QUALITATIVE:
We want to help people find their way by displaying the right information

Example from Doernbecher Hospital
8.

QUALITATIVE:
Patient reviews live in local & organic search

Leverage tools to aggregate reviews at the customer level.

Tie all of our local and social and review information together to help tell our physician stories in one place

http://www.healthcaresuccess.com/blog/doctor-marketing/googles-local-search...

Patients review doctors and their healthcare experiences and that content lives in local & organic search, that conversation happens with our without us.

9.

Untitled Slide

Information from Local Search Expert David Mihm
Author of Local Search Ranking Factors which has been tracking these factors with Brands & Local Search Practitioners for 8 years, highly-regarded Local Search Specialist by Google and Director of Local Search Strategy for Moz

https://moz.com/local-search-ranking-factors
https://www.dropbox.com/s/4zwsd97cik3itaa/Mihm_SEMPDX.pptx?dl=0

Need to resource for this high-value digital experience which includes tools to analyze and measure success and define where to spend our time curating and managing the local search experience.

Moz Local
39% complete listings
10.

An Integrated Local Search Roadmap that Impacts the Local Search Ecosystem

Goal:
Our digital engagement team will work together with social, service lines and other teams to test a pilot and define a scalable program.

Approach:
-Management of Google My Business Listings
-Curating content and reviews
-Integration with social content



Result:
-Improved user experience
-More cohesive customer journey
-Aggregated reviews from multiple sources to give a more holistic perspective of OHSU & physicians performance
-Ability to measure our efforts and results and continue to test, learn and improve
11.

How We Create our Map

  • Auditing the local search landscape and our own local search program
  • Create a S.M.A.R.T. Local Search Pilot that helps us improve a small number of local search listings and subsequent local search experiences
  • Budget and scale appropriately in FY17 to impact our Local Search footprint
  • Measure our results at each step
As we create our Local Search Roadmap we will seek to proceed by:

-Auditing the local search landscape and our own local search program
-Create a S.M.A.R.T. Local Search Pilot that helps us improve a small number of local search listings and subsequent local search experiences
-Budget and scale appropriately in FY17 to impact our Local Search footprint

Lisa Williams

Haiku Deck Pro User