Taylor Dillon has been with Netsertive for three years and leads the performance success team for our healthcare clients. She’s responsible for campaign optimization and strategy across key accounts and brands, with the goal of providing insights and trends to her clients. Previously, she worked in the homegoods space, managing omni-channel paid campaigns. When she’s not executing marketing campaigns, you can find Taylor hiking, pittling in her garden, or enjoying breakfast foods.
1. What brought you to the Netsertive Healthcare team?
I was really excited and driven by the opportunity to work in a new industry! Although Netsertive has experience within healthcare, working with large, enterprise-level hospital systems would be a new challenge for the company. With challenge comes growth, and I knew I wanted to be apart of it!
2. How would you describe your job to someone who knows nothing about SEM or Google Ads?
At a high-level, I tell people I manage online ads for healthcare systems across platforms such as Google, Facebook, Bing, and YouTube (among others). My favorite example to give - if you hopped on Google one day and searched for “Nike shoes”, generally the first few listings you would see are actually ads - that’s what we do! If you get on Facebook later that day and see a sponsored ad for Nike shoes - also us! Or if you hop over to weather.com to check on the weather, and saw a banner on the side of the page for Nike shoes - yep, us again! There’s obviously more to it than that, but bottom line - we help our healthcare systems get in front of prospective patients - in the right place, at the right time.
3. What are the unique challenges of running search campaigns for health systems rather that other industries?
All industries have their quirks and perks, healthcare being no exception. Something the Healthcare industry faces that’s unique, is the sensitivity of PHI (patient health information). To ensure we’re abiding by different privacy laws, including HIPAA, we avoid running retargeting campaigns as well as any sort of ad copy that signals out an individual. We’re also focused on the ‘patient-journey’, which is different for each service line. Making sure we’re tuned into the way patients think and search for healthcare providers is crucial to running an omni-channel campaign.
4. What is your favorite part of what you do?
SEM is definitely more of an ‘art’ than it is an exact ‘science’. There is always more than one way to achieve a goal, and things are rarely black and white. I love the challenge of testing different campaign components - there is always something new to learn and different to try. It never gets boring!
5. Where do you see digital marketing for healthcare 5 years from now?
It seems like the Healthcare industry as a whole is a little slower hopping on the ‘digital band-wagon’ compared to others. However, I 100% expect that to change in the next 2-5 years. The reality is, most patients are doing their research online - and if you aren’t getting in front of them when they’re searching, you’ll miss out.