1 + 1 = 3: How a multi-channel digital campaign gets bigger marketing returns
The full content of this page is available to members only.
Every person follows a different path when deciding to become a patient at your clinic or hospital. We marketers must guide the patient journey to our facilities. Communicating with a vast, fluid, dynamic audience requires an equally diverse marketing campaign strategy. Using several channels can help you achieve results greater than separate tactics can on their own. This session will reveal how Johns Hopkins Medicine wields Google search to reinforce social media campaigns, synergize its marketing and enhance its patient journeys.
- The importance of understanding your audience: When and how to best reach them
- How to understand prospective patients' decision-making
- How to reach patients at any point in their journey
- Why all marketing channels are not created equal
- How consumers interact with each channel differently
Matt Bailey is the search marketing specialist for Johns Hopkins Medicine. Matt has spent almost six years in digital marketing, specializing in SEO and SEM, managing clients in Baltimore. At Johns Hopkins, he manages and develops its strategy to gain and maintain visibility through search engines, working with departments and stakeholders at Hopkins to grow traffic to hopkinsmedicine.org. He dives into site analytics, research and campaign tools, developing tests and best practices for search engines, updating and managing Google local listings, managing vendors and department campaigns and teaching his trade. @MattSquatch0
Tristin Bates is the social media and blogging specialist for Johns Hopkins Medicine. She elevates the Johns Hopkins brand and institutional expertise by the development and execution of complex social media strategies. Using search and listening tools such as Google Trends, Radian6, Conductor, Social Mentions and Buzzsumo, Tristin identifies trends and affinity topics that resonate with target audiences, driving web traffic and online engagement. In addition to her social media and blogging expertise, Tristin is a graphic designer and develops award-winning, engaging visual elements that enhance Johns Hopkins' web and social content, reaching hundreds of thousands of people annually. @IAmTristinBates