7

Bariatrics $4.70

Oncology $3.29

da Vinci $2.37

Orthopedics $2.75

Pediatrics $2.75

Maternity $2.15

Cardiology $2.36

Neuroscience $2.13

Searching for healthcare on the go

Clicks That Count

83%ORGANIC SEARCH

8%PAID SEARCH

9%REFERRAL WEBSITES

How patients find your website

$ 79,000

Average$142,860

$ 339,000

Investments in paid search vary by hospital size and location

On average, hospitals promote between 6 and 12 service

lines via paid search.

CLICKS COUNT AT CONVERSION POINTS:drive website traffic to your physician finder page

Paid search providesa clear path for ROI

Investing money in your hospital’s website can drive traffic online and to your door. Patients have more choices today than ever before and the web is the first place they go. Are you making sure every click to your website counts? A look at trends and data shaping your hospital’s investment on the web. Primacy analyzed the traffic and paid search activity of five hospitals during 2012.

1. Source - Cisco Visual Networking Index: Forecast and Methodology, 2012–20172. Source - Google.3. Measured by 2012 website device visits for five regional hospitals.4. Measured by 2012 paid search spend for five regional hospitals. 5. 2012 paid search spend by service line for five regional hospitals.6. Measured by 2012 paid search visitors reaching the physician finder page / 2012 total paid search visitors for four regional hospitals. 7. Source - Forrester

3

4

PAID SEARCH: average cost per click to promote key service lines 5

6

A TOP CONVERSION POINT TO ACQUIRE NEW PATIENTS.

10%of paid search visitors reach your physician finder page,

IT COSTS $1.88TO DRIVE ONE NEW VISITOR TO YOUR WEBSITE

$

IT COSTS $18.00$POTENTIAL PATIENT

VIA A PHYSICIAN

FINDER REFERRAL

TO ACQUIRE ONE

THE ROI FOR A COMMON

BARIATRIC SURGERY ISAPPROXIMATELY $5,000

$

For the first time ever in 2013,mobile searches for health related termsexceeded desktop searches. 2

Mobile is the imperative

IN 2013a growing percentageof visitors to your hospital's website are on a mobile device.

2013 2016

16%

55%

BY 2016

55%of traffic will be ona mobile device 1

Paid search campaigns provide marketers with more quanti�able metrics for measuring success than traditional, of�ine campaigns like TV and print advertising. Considering that,

$18.00 IS A RELATIVELY SMALL INVESTMENT THAT CAN LEAD TO BIG RETURNS AT YOUR HOSPITAL.