Are you doing SEO and paid search well? Let’s find out what the experts think. Here’s Core Creative’s interview with Joel Cessna at Eruptr, a digital media expert focused exclusively on healthcare.
JOEL: I came across Eruptr in 2010 while I was working at Medicom Health, and we started partnering with each other as they would drive patients to the risk assessments. In 2015, I joined their sales team and was employee number 6. The cool thing about Eruptr is almost all of our SEM/SEO ops specialists have been digital strategists in the healthcare space in previous lives. We’ve grown like crazy because we measure what matters most: conversions. Last year, we were recognized by Inc 5000 as #559 on their list of the fastest growing companies nationwide.
JOEL: Healthcare is its own beast. People searching online for healthcare are seriously looking to make a decision. They’re not just casually shopping like in the retail world. Healthcare needs to be crystal clear in the messaging. We need to have the right keywords in order to be found by those looking to take action, and then we need to guide people carefully to the information they need. It requires an “all encompassing” strategy and approach. Other than that, things like bidding challenges and geographic challenges are similar to other industries.
JOEL: Outside industries use Facebook really well. They make their ads an experience. Very engaging. In my opinion, that sort of thinking needs to be applied better in healthcare. Hospital marketers shouldn’t be shy about telling heart-tugging patient stories that allow others to connect to their brand.
JOEL: Eruptr has been fortunate to impact people’s lives downstream. Managing things like Google Ad Words may not sound “sexy”, but I know our both our SEO and SEM services have helped connect cardiac, transplant, bariatric and other patients to the life-changing services they need. That’s pretty cool.
JOEL: Our challenge is needing to re-educate clients to think differently. It’s not all about impressions. Focus on conversions!
JOEL: As a whole, healthcare providers have been late adapters and many still don’t do digital well enough. But that’s changing and they are reallocating their budgets finally. It used to be that healthcare marketers only dedicated about 5-10% of their ad budgets on digital. Now some organizations are nearing 45%. That’s better – because that’s how people search for information. On their smart phones, tablets, etc.
JOEL: I have full confidence in every single team member at Eruptr. We all love the excitement of starting up with a new client – it’s really rewarding. We demonstrate our value quickly and things just steamroll from there. We get a lot of client referrals because they are so happy with the results.
Core Creative is a branding agency that specializes in telling the life-changing stories for mid-market healthcare systems and the emerging med-tech world. If Core can help you tell your brand’s story, and if Eruptr can help you reach your audience, contact either one of us: ward@corecreative; firstname.lastname@example.org.