3. AGENDA
COMPANY OVERVIEW
SITUATIONAL ANALYSIS
MAYO CLINIC WELLNESS APP
TARGET MARKET
COMPETITIVE ANALYSIS
MARKET ANALYSIS/INDUSTRY TRENDS
GOALS AND OBJECTIVES
CHANNEL STRATEGIES
SUCCESS METRICS
BUDGET & SCHEDULE
4. COMPANY OVERVIEW
The largest and oldest physician-led, integrated
non-profit organization in the world.
Clinics in Rochester, Minnesota, Arizona and Florida.
Network of regional care including the Mayo Clinic
Health Care System with dozens of locations in
several states.
Health-related research and educational programs
including the Mayo Medical School, Mayo Graduate
School, and the Mayo School of Health and Sciences.
More than a million patients a year globally.
5. MISSION AND VALUES
To inspire hope and contribute to health and well-being by providing the best care
to every patient through integrated clinical practice, education and research.
Their primary value is: “The needs of the patient come first.”
6. LOCATIONS:
Arizona, Florida, Minnesota (Mayo Clinics) +
Mayo Clinic Health System (Regional)
CULTURE:
Top-rated professional staff - Scholarly
environment of research and education
STAFF TOTAL: 59,500
Staff physicians and scientists: 4,200
Residents, fellows and others: 2,400
Allied health staff (clinic and hospital): 52,900
PATIENT CARE
Total clinic patients: 1,317,900
Hospital admissions: 128,000
Hospital days of patient care: 612,000
SITUATIONAL ANALYSIS
7. SITUATIONAL ANALYSIS RESEARCH
Physicians and medical scientists: 619
Allied health personnel: 2,189
New human research studies approved by
Institutional Review Board: 2,672
Active human research studies: 9,832
Research publications: 6,392
Education and Research funding : $923M
FINANCIAL ANALYSIS
Revenue and gains: $8.5 billion in 2011
Sales of medical services: 6% growth vs LY
More than $10 billion in total assets
8. MAYO CLINIC HEALTH AND WELLNESS APP
The app will provide exclusive, valuable and relevant content from
the industry’s leading healthcare provider (Mayo Clinic) to health-
conscious consumers who want to feel more empowered in their
own care.
The delivery of such rich content/messaging across targeted profiles
will foster user engagement, help users make more informed
decisions, inspire brand affinity and foster and nurture a community
of shared values.
Content will include top-rated health tips, engaging articles, wellness
tools such as a BMI calculator and calorie counter, compatibility with
wearable fitness devices such as Jawbone and Fitbit and more.
The ability to share content via the user’s social networks.
10. TARGET MARKET
Millennials are far more inclined than older generations to
use a mobile app to keep track of their wellness goals and
to search for relevant and timely health, nutrition and
wellness content. Their interests and preferences in terms
of health reflect a proclivity towards prevention rather
than treatment.
11. TARGET MARKET
Gen Xers are a highly connected segment of the
population. In terms of online content, digital video is
surprisingly more popular to this segment than social
media. Gen Xers are generally highly educated; reading
and accessing information (including health information)
are the two main reasons they turn to the internet.
12. TARGET MARKET PERSONAS
NATE – THE WELLNESS ENTHUSIAST
27 year-old, college-educated
Developer for a global biotech company
Income: $125,000/year
Single and shares an apartment
Works out 5 to 6 days a week
Absolutely no processed foods
Very concerned with physical appearance
Adverse to taking any kind of prescription meds
Heavy consumer of digital media
Active on social media (Facebook and Twitter)
Receives multiple weekly e-newsletters
Believes that a preventative approach is key to health and wellness
13. TARGET MARKET PERSONAS
JESSICA — CURRENT PATIENT AT MAYO CLINIC
45 year-old elementary school art teacher
Married for three years; two children
Couple’s combined income: $165,000
A patient of the Mayo Clinic in Rochester, Minnesota
Underwent surgery to remove a benign ovarian cyst
A runner – 5 miles a day – Does Barre3 workouts
Follows a fairly healthy diet
Facebook, Instagram and Pinterest - Recipes
Uses mobile patient app to schedule appointments and watch videos
Reads blog posts on running, cooking and arts
18. INDUSTRY TRENDS
HEALTH & WELLNESS APPS
The health and fitness mobile
app market is estimated at
4 billion; and 26 billion in 2017.
19. INDUSTRY TRENDS
HEALTH & WELLNESS APPS
Health and fitness is this year’s
fastest-growing app category
from the Google Play store.
20. INDUSTRY TRENDS
HEALTH & WELLNESS APPS
Currently 19 million Fitbit users.
11.4 million wearables shipped in
1Q15 (a 200% increase from 1Q14).
21. COMPETITIVE
ANALYSIS
TODAY APP BY CLEVELAND CLINIC
Free interactive app
Tips from the experts; articles; blogs; videos;
podcasts; chats; infographics; quizzes; BMI;
blood alcohol content; calories burned during
exercise; and pregnancy due date
Personalized daily health and wellness content
Save and share articles
Find and request an appointment
Access medical records through MyChart
Visually appealing and simple to navigate
No advertising anywhere on the app
22. COMPETITIVE
ANALYSIS
WEBMD APP
Mobile extension of the well-known website
(by the same name)
Healthy Tools (inclusive in the app) include a
symptom checker, medication, reminders, health
conditions and first aid information
The app also features a health improvement
program, a daily lifestyle magazine and a healthy
recipe finder:
Healthy Target
Healthy Living
Food & Recipes
Navigation is not intuitive
No advertising – requests demographic
information
23. HOW IS MAYO CLINIC'S APP DIFFERENT?
The Mayo Clinic health and wellness app is unique in that, rather than
advising users on how to diagnose or "fix" their health, it supplies users
with timely and engaging health and wellness tools designed to maintain
and improve their current healthy habits and practices. By enhancing
each user's individual health and wellness prevention journey via their
app, the Mayo Clinic will build a trusting and loyal user base who, should
an illness or injury occur, would first turn to the clinic for care.
27. CAMPAIGN GOALS
Create Awareness: Capture and reach of 150 M impressions
through Display (desktop and mobile ads), Email and Social
Media channels (including paid and promoted posts), within
the first 6 months of launch.
Increase Engagement (with app): Drive engagement through
SEO, PPC, Display advertising and Email Marketing with the
goal of (roughly) a 115K clicks, within the first 6 months of
launch.
Drive Downloads: Drive (highest rates of) conversion through
PPC Universal App and Email Marketing though (roughly) 23K
downloads, within first 6 months of launch.
30. EMAIL MARKETING
RATIONALE
Most cost effective marketing channel. With a return of $40 for every
$1 spent, email marketing stands head and shoulders above other methods.
Leverage current customer base as highly qualified email leads.
Recruit customers and collect feedback on the new app.
Highly targeted to help both re-engage users and reduce app abandonment.
31. EMAIL MARKETING
CAMPAIGN PLAN
PRE-LAUNCH: Lead generation – recruit beta testers
BETA-TESTING: Testing – feedback collection
APP-LAUNCH: Launch announcement – positive reviews
LAUNCH DAY: THE BIG DAY!
POST-LAUNCH: Thank you + Feedback
LONG-TERM POST-LAUNCH: Segmentation and persona targeting
32. EMAIL MARKETING
CUSTOMER JOURNEY
Email > CTA > Landing Page > Conversion (Sign-up/Feedback/Download) > Thank you Email
TECHNICAL CONSIDERATIONS
Device-segmented campaigns – a 100% increase in CTR and 50% increase in
app downloads when emails and apps are targeted by device.
Mobile responsive designs
For the DME campaign, Mayo Clinic is planning to use ExactTarget’s
34. SOCIAL MEDIA MARKETING
RATIONALE
Strong social media presence.
Where the consumers live, talk and consume content.
An open channel between Mayo Clinic and their target audience.
Content is easily shareable.
Where most internet users consume content relevant to health, fitness,
diet…etc.
757,374 fans
1.24M followers
6,723 followers
19,000 followers
75,254 followers
33,953 subscribers
35. SOCIAL MEDIA MARKETING
CAMPAIGN PLAN
ORGANIC REACH: Regular content posts
App-centric posts
PAID/SPONSORED POSTS: Once a week
APP ENGAGEMENT INITIATIVE: #MyMayoFit
YOUTUBE: Sponsored Ad Video: Mobile
Organic promotion: Tail run video: Mobile
36. SOCIAL MEDIA MARKETING
CUSTOMER JOURNEY
ORGANIC REACH:
Content Related Posts: Desktop Landing page banner
Mobile Landing page interstitial
App-Centric Posts: Desktop Landing page banner
Mobile Landing page interstitial
PAID/SPONSORED POSTS: Ad > App Store >Download
APP ENGAGEMENT INITIATIVE: User-generated content
YOUTUBE: Ad > App Store > Download
38. MAYO CLINIC WEBSITE
RATIONALE
The Mayo Clinic currently has a very strong website
A large portion of the Mayo Clinic's social activities directs users to content
hosted on the Mayo Clinic website
Millions of new and returning visitors
Highlights the brands technological advancements, reinforces its identity
and promotes sharable content
39. MAYO CLINIC WEBSITE
CAMPAIGN PLAN
PRE-LAUNCH:
Introduce sign-up widget to receive upcoming launch updates.
Create landing page(s) that highlight the features and benefits of the app.
Promotional video ad promoting the new wellness app
Replace home page banner for 1 week before the launch with the video ad
40. MAYO CLINIC WEBSITE
CAMPAIGN PLAN
POST-LAUNCH:
Replace home page banner for 1 month (7/1 – 8/1) with the creative
video ad
Add a sub section under the “Services and Products” to reference the
wellness app
Reference the health and wellness landing page in several locations on the
website
41. MAYO CLINIC WEBSITE
CUSTOMER JOURNEY
HOMEPAGE SIGN-UP WIDGET:
Before Launch Sign up widget > Lead capture > Submit >
Drive to Landing page > Thank you Email
After Launch Sign up widget > Lead Capture > Drive to Download >
Thank you Email
VIDEO AD BANNER:
Before Launch Website > Banner/Video Ad > CTA > Drive to Landing page >
Enter Email > Submit > Thank you Email
After Launch Website > Video Ad > CTA > Drive to download >
Thank you Email
42. MAYO CLINIC WEBSITE
TECHNICAL CONSIDERATIONS
Widget on home page created by using free online tools, such as MailChimp.
A responsive landing page provides optimal viewing and interactive experiences
across all devices.
Video linked to the official YouTube channel to increase views and to gain
organic placement.
Banner – Simple, straight to the point, with a strong CTA.
Most popular banner sizes ranked by impressions share for desktop are:
Medium Rectangle: 300x250, Leaderboard: 728x90, Half-page: 300x600 and
Wide Skyscraper: 160x600.
For mobile, Medium Leadboard: 300x50, Large Mobile Banners: 320x100
and Medium Rectangle: 300x250.
44. CONTENT MARKETING
RATIONALE
51% of Smartphone users purchased from companies that provided useful
information, and 73% said that useful information is the most important
attribute for choosing a brand.
Mayo Clinic seeks to deliver the most comprehensive, rich, up-to-date
health and wellness content supported by top-rated physicians and a
leading medical community.
Mayo Clinic will create and distribute valuable, relevant, consistent, and
targeted content that aims to establish and nurture consumer and patient
relationships, fosters user engagement and help users make more
informed decisions in their personal health and well-being.
45. CONTENT MARKETING
CAMPAIGN PLAN
Will a focus on lead generation, traffic generation, brand positioning and consumption.
Native Ads
Repackage existing relevant content
Educate and inform first, sell later
An editorial calendar
Production will be done in-house or outsourced to dedicated content
providers such as bloggers and influencers
Content resource center for publishing, organizing, and sharing
46. CONTENT MARKETING
CUSTOMER JOURNEY
Message > CTA > Drive to Website, Landing Page or Social Media Channel > Lead
Capture > Drive to Download
ROI
Reach, social engagements, social mentions and shares, # of followers, traffic,
downloads, overall sales and revenue.
First Touch (FT) and Multi-Touch (MT) points
DISTRIBUTION
PPC, Content Syndication, Display, Social, SEO, Website, Blog, Webinars
FORMATS
Videos, Audio, Infographics, Articles, E-books, Whitepapers, Case Studies, Banners
and Text Ads, Native Ads, In-Feed Platforms, Blog, Social media, Twitter chat and
Webinars.
48. PAID SEARCH
RATIONALE
Capture interest and gauge demand
Generate traffic / Immediate results
Reach users with powerful targeting
Control budget and cost per acquisition
Control and continuously refine and optimize brand message
49. PAID SEARCH
CAMPAIGN PLAN
Create a robust branded keyword list
Drive traffic to a landing page, inviting users to go to the download page
Run on Google Search, Google Play and YouTube with a Trueview in-stream,
in-video and interstitial ad campaign
Activate Conversion Optimizer
Google Universal App Campaign (UAC) - set the intended CPI target
Run remarketing campaign
50. PAID SEARCH
CUSTOMER JOURNEY
Conversion driven landing page with a clear and compelling CTA to
download the app.
Run A/B testing to optimize content and customer journey.
The Universal App Campaign is designed for users to go straight to iOS, or
Android pages to download the app.
Adverts > Drive to Landing Page > CTA > Drive to Download
51. PAID SEARCH
TECHNICAL CONSIDERATION
Device targeted campaign
DISTRIBUTION CHANNELS
Display, Google Search, and Search Partners, iOS, Google Play, YouTube,
Bing Search and Content Network.
Google AdWords
Bing
53. SEARCH ENGINE OPTIMIZATION
RATIONALE
Obtain organic placements to reach high-value wellness enthusiasts on
mobile, apps, tablets and desktop computers at the right moment.
Enhance searchability and accessibility.
Capture interest organically when users are searching for related keywords,
researching, reading reviews and comparing product features.
On average 71.33% of searches result in page one in Google organic
clicks. Page two and three get only 5.59% of the clicks. On the first page
alone, the first five results account for 67.60% of all the clicks, and the
results from six to ten account for only 3.73%
54. SEARCH ENGINE OPTIMIZATION
CAMPAIGN PLAN
Create and optimize specific SEO landing pages focusing on consumer needs
Link and reference the content marketing blog
Work to get pages listed on search engines' page one
Add the brand name within the URL download page and within the CTA
Include a QR code (as option) to allow desktop users to access the app
download page
Make all pages shareable
55. SEARCH ENGINE OPTIMIZATION
CUSTOMER JOURNEY
Optimize landing pages by running A/B testing
Improve relevance of landing page to search terms
Search listing > Drive to Landing Page > CTA > Lead Capture >
Drive to Download
