Executive Summary
Facts About Search Marketing

The following provides answers to the questions most frequently asked by senior management about search-driven advertising and CSI's custom search marketing campaigns.

• Search is ubiquitous!
• Nearly everyone has access to a computer, and everyone who does searches the Internet by typing terms into a search engine.
• Most searchers use Google...and a handful of other platforms.
• Users of these Internet search engines, have a current desire for information related to the search terms they enter.
• Google, Yahoo, and MSN furnish users with reliable search information, and provide advertisers with access to consumers when it is the most timely and relevant.
• Search ads are displayed only to people seeking information about the keywords they have chosen.
• Stated differently, instead of looking for an audience with your advertising, you get an audience that is looking for you.
• Search advertising requires a tornado shift in thinking about the cost effectiveness of advertising, how it's measured, and how it's targeted.
• In traditional advertising, rates are based on the estimated impressions the media delivers, in search, there is no charge until a viewer actually clicks on your ad and is delivered to your Web site.
• Search analytics, a whole industry within an industry, gives managers the ability to instantaneously measure and analyze a campaign's performance.
• While the Google Network reaches more than 80% of Internet users worldwide, new technology allows campaigns to be targeted geographically.
• Program managers monitor results in real time, make adjustments, and can put a campaign online and or take it offline at will.
• In another remarkable departure from traditional advertising, there are no lengthy advertising contracts with online media.
• Search driven advertising changes advertising permanently by furnishing a limitless, verifiable, and cost-effective tool for reaching new customers.
• The technology notwithstanding, the single thing that enables outstanding performance in online advertising is the care devoted to the operation of the search advertising program.
• According to the Pew Internet and American Life Project, 79% of Internet uses have researched healthcare information online.
• Nearly every national healthcare provider in the country now uses search-driven advertising, often on a global scale.
• Search advertising programs fit best with healthcare organizations that have an aggressive business model.
• Through filtering technology, providers can narrow their ads to specific service areas.
• Practices seeking additional market share should have the internal processes and capacity to respond to new business opportunities in timely ways.
• When the objective is to grow a healthcare business regionally or nationally, the professional service, treatment outcome, or price should be enough to encourage patients to travel.
• Search maximizes ROI and small budgets often work well, but campaigns should be sustained over time, as with any advertising expenditure.
• Media costs depend on the specifics of the campaign (ad groups, keywords, competition, etc.), however, media charges occur only when a user clicks onto your Web site.
• Clicks may cost a few pennies or several dollars, depending on the campaign strategy and the competition.
• Pre-determined limits can be used to insure budget levels are maintained, even when traffic varies.
• The quality of the advertiser's Web site and the success of online advertising are clearly linked.
• Relationship management often begins on the Internet, where prospective customers first encounter your practice. Right then and there, new business can be won or lost.
• Visitors to a provider's Web site want the ability to quickly and easily achieve information and results.
• Success in search advertising depends on strategy, creative content, and the ability of a client's Internet presence to attract and satisfy users.
• Algorithms used to determine vital search positions (for example, number one on Google) are based in part on performance.
• CSI can put search advertising to work for your organization, safely, economically, and successfully.
• CSI staff members are experts in developing New Business Acquisition programs and custom search advertising campaigns for healthcare and in creating or redeveloping Web properties.
• We leverage a strong technical foundation and over 35 years of experience in the educational, clinical, and interpersonal aspects of healthcare to benefit every assignment.
• Our clients, including small organizations and Fortune 500 companies, rely on us for our judgment, distinctive quality, flawless service, and exceptional results.
• We are proficient in creating search advertising that drives traffic, increases market share, and creates sustainable business value for our clients every day.
• CSI is a healthcare communications and Internet technology company, not an online advertising agency.
• Our clients are charged only for the time our staff applies, there are no commissions, no mark ups of media or materials, and no flat project costs.
• Services provided for Search Advertising Management include:
• Opportunity assessment, including user audits and traffic analysis
• Strategic planning and media budget recommendations
• Campaign and creative development
• Media account creation and supervision
• Online testing
• Implementation and management of ongoing search engine operations
• Evaluation and campaign measurement

• When Web Development or Redevelopment is needed, services may include:
• Web analysis
• Model programs and best practices
• Project design and site planning
• Technology planning
• Information architecture and content
• Graphics and rich media
• Advanced technology planning and deployment
• Staff training

• Costs for Web development depend on specific requirements and on the time required for execution.
• In all cases, CSI helps leverage your current technology investments to achieve your current goals.