Obamacare Website Not that Bad

Obamacare’s website is really bad says an article on Washington Post’s Wonkblog.

That’s because when 3 million people logged onto Healthcare.gov last Tuesday, what they found was a website riddled with glitches. It turns out that huge volume (traffic) overwhelmed the system causing it to crash within the first few hours.

The Fact of the Matter

Here’s what we know for sure based on a report from USA Today.

  • The site was expected to draw 50,000 to 60,000 simultaneous users but instead drew 250,000 users at a time.
  • The bugs in the system prevented people from creating user accounts which would enable them to shop for health insurance.
  • More than 8.1 million users visited the site from Tuesday through Friday last week.
  • The part of the site that explains how the new law will work, and gives broad information about the plans that are available has continued to work throughout the troubled launch.

As expected the administration is defensive..

“We’re building a complicated piece of technology,” Secretary of Health and Human Services Kathleen Sebelius said on the first day of Obamacare, “and hopefully you’ll give us the same slack you give Apple.”

Without getting into the politics of the new law (or the comparison of the site with Apple products), here’s what I think about the whole thing.

Speed Beats Perfection

We live in an age where every minute counts…at least in content marketing. Those who wait for the perfect campaign will eventually lose out on reaching and connecting with potential customers. In other words, speed beats perfection.

Remember when the lights went out during last season’s Superbowl, and Oreo sent out that famous tweet we’ve all come to love, “You Can Still Dunk in the Dark”?  

Sure, it was a brilliant tweet. But what really made it remarkable was the speed with which it was executed. Within a very narrow window of time, they seized the opportunity and the outcome was amazing.

In the case of Healthcare.gov, millions of families need this information right away (remember, the part of the site with all the information about how Obamacare works was not affected) and while it’s not desirable to have a sluggish website, I think they just had to get started and confront the problems as they went along.

The fact is, no one actually wants to be sloppy. Most people (including the folks behind the Obamacare site) have worked very hard to get the best message in front of consumers. Sometimes, things don’t go as planned. Yet the decision has to be made –  get it out there and reach out to folks or tweak it to death while the clock ticks.

Your Turn:

What do you think? Are the technical glitches affecting healthcare.gov excusable or not? Please leave your comments in the box below.

6 Steps for Creating High Conversion Healthcare Content

Your job as a business owner or healthcare marketing professional is to get more customers to buy from you.

But you can’t get today’s customers to buy from you using yesterday’s methods. Today customers have access to vast amounts of information (both online and offline) that informs their buying decisions. They want information from you as well. Not just product information or mere marketing messages, but rather information that provides tangible solutions to the real-world healthcare problems they are facing.

Creating this kind of content enables companies like yours to build trust in their communities, thus making it easier for customers to buy.

Here are 6 steps to creating high conversion healthcare content:

#1.Tie content to measurable marketing goals

For any content campaign to be successful you must tie your content marketing program to measurable business goals. It’s a bad idea to invest in any content activity just because ‘it’s the latest new thing’ or because your company has a lot of great information to share with your industry.

Your goals for creating content must be specific and measureable. After all, how does sharing great information with your industry help your bottom line anyway?

So before you even start to brainstorm your content marketing plan, jot down one or two goals that you want to accomplish with content. A simple example might be to increase next quarter’s online revenue by 10%.

#2. Understand customers’ information needs

The next step is to identify the information needs of your buyers. Don’t move into the content creation process until you have a crystal-clear understanding of potential buyers.

This is done through extensive research e.g. interviewing exiting customers, sending out surveys to your email list, meetings with your sales and customer-service staff to find out what kind of questions or concerns customers have.

Without this level of understanding you run the risk of publishing irrelevant content that may or may not produce the results you want. That sort of ‘hit-or-miss’ strategy will not help you accomplish your goals.

#3. Select Your Content Mix

There are many types of content you can create to connect with buyers, and close more leads. Some examples are websites, podcasts, print brochures, print newsletters, email newsletters, white papers, magazines, and more.

The type(s) of content you choose will largely depend on your budget and your customers’ needs (see number 2). You may rely on one core content product e.g. your website, to take the primary marketing role. But remember that other types of content provide multiple touch-points for prospective buyers, and also demonstrate a well-integrated content strategy especially when they enhance each other.

#4. Determine What Buyers Should Do

Many healthcare organizations create direct mail, newsletters, blog content and even custom magazines without knowing what kind of response they hope to get from customers.

You might be sending out newsletters every month, but have you told your readers what they should do after they read it? If you assume that they’ll pick up the phone and call your company, you’ll be waiting a long time.

Identify the specific action you want prospective customers to take and clearly tell them what to do. It could be trying a free demo of your product, or signing up for a webinar that provides more specific information about your offerings. Whatever it is, make sure it is clear and measurable as well.

#5. Get Help

The fact of the matter is most companies are so busy focusing on marketing their products, that they have a tough time thinking about content the way publishers do. Moreover creating content for marketing purposes is a skill by itself, and requires specialized talent to achieve profitable results.

If your company has in-house content marketing experts, then by all means use them. If not you should consider outsourcing your content activities to content marketing experts.

According to Gartner research, 50% of U.S. based companies outsource all or part of their digital content activities to an outside expert. Content marketing experts are trained to not just to produce engaging content, but also to help the organization meet its business goals. (See number 1).

#6. Measure Your Return

Finally, if you’re going to go through all this trouble to set up a content program, you should be able to know if it’s working or not. Don’t dare start your content activities if you don’t have a plan for measuring success.

Return on investment is directly linked to your business goals (see number 1). If you set out to increase your online revenue by 10% each quarter, you should evaluate your revenue at the end of that period to check if your projected sales numbers were achieved. Frequent measurement helps you to understand what’s working and what’s not working, so that you can adjust your plan accordingly.

In conclusion, well-crafted and creative content attracts prospects and closes deals. It’s not just content for content’s sake. It is a purposeful content plan that generates real customers. So whether your plan is to produce print or digital content, these six steps will help you stay focused on a strategy that produces tangible results.

Your Turn

Creating content that attracts customers can be challenging. What steps have you taken to close that gap?

8 Things Healthcare Should Know Before Launching a Content Marketing Campaign

It’s interesting.

Healthcare has taken longer than other industries to get into content and social media marketing. In fact to their credit, many healthcare marketers I’ve talked to are not interested in ‘me-too’ strategies.

They want to know ‘the why’ of content marketing. Many of them understand the concept though not necessarily the strategy, and they’re asking some really good questions. I strongly believe this is the right way to go.

So if you’re a healthcare marketer who’s feeling the pressure to launch a content marketing campaign just because everyone else has, don’t.

Content marketing is a long term commitment. And while it is a beneficial strategy used by industry giants such as Johns Hopkins and GE Healthcare, beginners should give themselves enough time to be thorough, and to ask the right questions. Here are eight things you should know before you begin.

#1. What’s the goal?

Your organization has specific business or financial goals it needs to achieve, such as lowering costs, increasing patient acquisition or physician retention and so on. Before you launch a content marketing program, you should be able to identify how the new campaign will contribute directly to these goals.

Launching a patient education blog for example should attract people who are searching for online health information, and thus convert them into actual patients.

#2. What makes you interesting?

People want to share and discuss interesting information on the social web. The question that healthcare marketers (even those of boring brands) must ask themselves is, “What makes our organization so interesting that people will want to talk about it with their friends.”

It’s hard to succeed in content marketing if you have nothing compelling to share. Find out what makes you interesting or different from other organizations, and plan how to showcase that in your content marketing properties.

#3. Do you really know your customers?

Think of customers as people with needs and challenges, rather than people who can buy your products and improve your bottom line. Yes, content marketing is a business strategy. But unless you help others first, don’t expect a profitable exchange to take place.

Helping people means you have to understand them (and their problems) first, before they ever open up their wallets. The best way to discover who your customers really are for the purpose of content marketing is to develop patient personas.

#4. What do they want?

It’s safe to assume that every one of us is at some stage in the wellness journey. Which means we will all at some point need a doctor, a hospital or just a simple band aid. But talking endlessly about your comic hero band aid brand, won’t get me to buy it. In fact, I’ll simply tune you out.

However if you understand my lifestyle as a mom of (several) young boys, boys who climb and fall from trees, and my desire to keep them safe (i.e. not bleeding), then I might be interested in what you have to say. Are you acquainted with the lifestyles of your customers? Again, deeper insights about your customers are obtained through research (see #3).

#5. What kind of message will appeal?

Related to #4 is the idea that your message has to appeal to potential customers. Remember that they’re not interested in your product. At least not at first. They are interested in how you can provide for their lifestyle, or make their dreams come true.

People are tired of being sold to and traditional marketing is becoming less and less relevant. Smart healthcare marketers understand this. Rather than pitching your products, deliver information that will make your customers more intelligent. Ultimately they will reward your valuable information with their business and loyalty.

#6. Where do we need to be?

If you understand your customers (beyond demographics) and where they hang out both online and offline, you can determine which platforms you need to reach them. For instance plastic surgeons have a lot of success on Facebook (due to the image-friendly environment where they can share before-and-after pictures).

However it’s equally important to be where your story will flourish the most. Sometimes that means that you may also have to go offline and meet your customers at in-person events.

#7. Who’s going to do the work?

Content marketing is about giving away so much free information, that you actually become a publisher. This is hard for healthcare marketers whose primary task is to promote the organization’s products or services.

Yet content has to be planned, created, and published on a regular basis. Before you launch a content marketing campaign, you should determine if you have in-house talent to get the job done, or whether you need to outsource the work. It’s short-sighted to start a blog, only to realize you don’t have the time or resources to keep it going. Plan ahead.

#8. How will we know this is working?

Content for content’s sake is no strategy at all. The only reason why a healthcare brand should launch a content marketing campaign is to move your subscribers in the direction you want them to move, and that includes buying your stuff. If your campaign is working then you’ll see some of these goals come to fruition.

The best way to measure success is to have measurable goals to begin with. So if you start off with a goal of acquiring 25 new patients within three months, it’s easy to see how well your efforts are working simply be calculating how many new patients you have acquired since you started.

Your Turn:

Intrigued? If you have any questions about healthcare content strategy, don’t hesitate to give us a call.

5 Content Strategies for Boring Healthcare Brands

If people aren’t talking about you, they’re not talking about you for a reason. And the reason isn’t that they dislike you. They’re not talking about you because you’re boring.” ~ Seth Godin

The formidable challenge for healthcare marketers of boring brands is that you have to present content that is remarkable and interesting, even when your product or service —on the face of it—is not.

Let’s face it. Not every healthcare marketer has the advantage of selling sexy products such as face lifts, tummy tucks, or breast implants. But the fact is, boring products solve legitimate problems too. Extracting wisdom teeth or doing colonoscopies may not sound terribly exciting, but these services are extremely important, even helping save people’s  lives.

So, how do you get prospective patients or caregivers excited about the services you provide?

The key is to tell (many) original, meaningful stories, such as this one from Cleveland Clinic:

Every healthcare brand has a unique story about its origin, people and experiences. The solution is to find an authentic theme, apply creative imagination and tell your story in a way that will attract and retain people’s attention. What was widely perceived to be boring could become inspiring or at least interesting to a large group of people.

If your healthcare brand is one that solves a problem but doesn’t easily spark the imagination, here are five brand content strategies you can use to change the way people perceive you.

#1. Come to the rescue

Just like good brands, good content solves problems. Boring brands have the same opportunity as everyone to share information that improves customers’ lives or helps them to do their jobs better.

Roberts and Durkee knows this. In 2008, this run-of-the-mill law firm used content marketing to become the de facto consumer advocate for victims of the Chinese drywall problem that hit the US market toward the middle of the decade.

They created a website/blog called chinesedrywallproblem.com to help thousands of Florida homeowners whose homes were built with toxic drywall. The website provided pertinent information such as how to identify contaminated drywall, the toxins’ health implications, and the victims’ legal rights. This content strategy established Roberts and Durkee as the expert in Chinese drywall problems and resulted in tremendous business opportunities for the firm.

To create content that solves problems, ask yourself:

  • What kinds of health-related emergencies are happening in my community?
  • Are there particular groups in need of someone to speak up for them?
  • How can I create content that helps them resolve these problems?

#2. Reach out to your community

If your product does not generate excitement, create content that showcases your readers’ lifestyles, interests and passions instead. Focus your content on the consumer rather than the product and encourage conversations that resonate with your community.

Procter & Gamble – the makers of Gillette razors, Head & Shoulders shampoo and other everyday brands – created ManOfTheHouse.com as “the real man’s magazine,” packed with compelling advice on guy-to-guy topics such as money, careers, gadgets, parenting and, of course, sex.

The site specifically targets young dads and connects with them via Facebook and Twitter as well. By December 2010, manofthehouse.com attracted over half a million unique visitors per month.

To reach your community with your content, ask yourself:

  • Who do I want to attract?
  • What is their lifestyle?
  • What are their interests and preferences?
  • How can I provide a forum for them to discuss these issues in a conversational, entertaining fashion?

#3. Do something completely unexpected

No matter what kind of healthcare product or service you offer, there’s no reason to be boring. Any product can be presented in a way that is interesting, appealing, even surprising!

Agilent Technologies produces measurement instruments that help scientists, researchers and engineers measure variables in chemical analysis, life sciences and electronics. Ho hum, right? On the contrary.

Going completely against type, Agilent resisted the typical dry technicalities in favor of the truly unexpected: a video puppet show. The highly engaging Agilent Puppet Chemistry is so far removed from the company’s brand image, it immediately disarms, intrigues and captures the audience.

And that audience consists of scientists and chemists who work in research and forensic labs – an audience that is relying more heavily on the internet to research instruments and platforms. This technique proved to be highly successful for Agilent, increasing traffic to their website and encouraging more prospects to click through in search of more information.

Want to go against the grain?

Brainstorm a list of adjectives that describe your healthcare brand and then research their opposites. For example if your organization has a serious, demanding and dull environment, you could research ideas that are entertaining, relaxing and fresh. Then create a mix of content that matches those ideas and presents your company in a totally unexpected way.

#4. Play to your strengths

A lot of people equate content with writing. But writing (blogs, e-books, white papers, books, etc.) is just one way to create content – and it’s not for everyone.

No one knows this better than Gary Vaynerchuk, founder of Wine Library TV. Gary, by his own admission, couldn’t write to save his life. So he doesn’t. He video blogs…and he does it extremely well.

His very informal yet highly energetic style, frequently described as an unpretentious, gonzo approach to wine appreciation, offers a stark contrast to everyone else’s dry, conservative approach to wine culture. Most wine bloggers simply publish a written article and then wait for visitors to subscribe. Gary, on the other hand, loves the camera, is passionate about wine and comes across like a familiar dinner guest, relaxing in your living room.

To play to your own strengths, ask yourself:

  • How do you prefer to express yourself? If you enjoy being in front of the camera, try video blogging and inject your own personality into the content.  If you prefer to look people in the eye and feed off of their energy, speaking engagements or training opportunities might be your vehicle.
  • Do people easily recognize your gifts or talents? Perhaps you’ve been told that you have a ‘golden voice’ or a ‘way with words.’  Maybe they’re onto something. Explore your talents and find a complementary outlet to express them.

#5. Encourage people to talk…about anything

Josh Bernoff, Forrester Research Analyst and co-author of Groundswell, recommends that boring brands encourage people to talk–even if it isn’t about the brand itself. By borrowing a relevant topic and encouraging conversations about it, boring brands become part of the conversation.

Social media presents the perfect opportunity to apply this “borrowed relevance,” as Bernoff calls it, because conversations are already taking place there that are not product-centric, pushy or self-promotional.

A good example is Liberty Tax, a tax service franchise (yawn)…with a Facebook audience of over 6,000 people!  A quick look at their Wall reveals how they use a variety of tactics to engage their customers and create a lively atmosphere. They discuss Groupon deals, hold photo contests, show appreciation to different members of the community (teachers, policemen and firefighters, etc.), and so on. They also make taxes fun (no, really!) by giving away free tax apps, and offering advice and tips on little-known tax credits, refunds, etc.

Without a doubt, stories are the key to a boring brand’s problems. After all, if you don’t have a remarkable product, you might as well have remarkable content. Don’t you agree?

Your Turn:

Is your healthcare business fighting against being boring? What strategies have you employed?

How to build a Content Strategy for Online Healthcare Communities

Did you know that health-related research is among the top three online activities worldwide?

In the United States alone, more than 100 million Americans per year will visit health-related sites such asWebMDFamilydoctor.orgHealthfinder.gov, and CNN Health, among thousands of others.

Within the massive ecosystem of health-related content websites, community-based sites are critical sources of trusted information for patients and caregivers. They offer a single spot for multiple stakeholders — including marketers — to interact with and contribute content to the community. And that’s where marketers need to get smart.

So how should marketers approach a content strategy for an online health care community and ensure that content is credible, relevant, and supportive of the organization’s objectives?

Andy McCartney offers a couple of ideas over at the Content Marketing Institute blog. Go here to read the full story.

New Facebook Insights: What Healthcare Marketers Should Know

Do you have access to the new Facebook Insights?

Whether you do or not, it’s important to know that Facebook has ‘upgraded’ the way you analyze your page data. In a sense, this is good news because the new Insights present data in a way that is well organized and easy to understand.

Improved Insights

Previously you had insights that were a tad bit confusing and not very useful in helping you understand how to manage your page. For example the ‘people talking about this’ metric – which has now been replaced with a new engagement metric – was not very effective because it wasn’t clear what you were supposed to do with that information.

In contrast the new Insights feature is clear, user-friendly and self-explanatory. In fact Facebook has provided a pretty helpful tour demonstrating what the new metrics mean. Here is an in-depth review of the new Facebook Insights.

All in all, I think this is a big improvement in terms of providing more meaningful data in an easy-to-understand fashion.

However, I believe healthcare marketers should be extremely cautious about relying too much on Facebook Insights. Here’s why.

High Maintenance

When the method of analyzing data changes all the time, it becomes difficult to rely on the data – not because there’s anything wrong with the data, but because the platform itself is too ‘high-maintenance,’ thus making the whole experience for page admins (that’s you!) cumbersome.

In fact the 2013 Social Media Industry Report shows that two-thirds of marketers are actually uncertain about the effectiveness of their Facebook marketing. What this tells me is that while marketers (across all industries) consider Facebook to be an important platform, they’re really struggling to figure out how it works. Subsequently there’s a lot of confusion about what kind of content is needed to attract and engage audiences on Facebook.

Poor Platform for Healthcare Conversations

The other reason I think healthcare marketers shouldn’t be too swayed by this feature is that Facebook doesn’t appear to be the best place for healthcare conversations.

Privacy settings are nebulous and the risk of engagement is higher than say, on Twitter. Twitter is simple and straight-forward and in fact the quality of medical conversations happening there is remarkable when you compare it with Facebook. But don’t take my word for it. Go here to see what physicians using social media think of Facebook.

Case Studies

For example if you look at Sanjay Gupta’s Facebook page you’ll notice that the only posts he has are occasional  links. In fact the last time I checked, he hadn’t posted anything on his Facebook page since August 2012. If you compare that with his Twitter profile, you see a lot of activity, which consists of links, conversations, quotes, questions and advice. In other words his conversations on Twitter are much more interesting than his Facebook conversations.

Another top doctor, Kevin Pho (also known as social media’s leading physician voice) has a bigger Facebook page than Sanjay Gupta’s, in terms of fan-base but again the scattered likes and relatively few comments seem to indicate a generally disengaged audience. Not so on his Twitter profile where engagement with his 77,000 followers has earned him a Klout score of 74. (Yes, I realize Klout is another controversial metric but I hope you get the point!).

Why Blogging is Better

As a healthcare marketer you cannot afford to put all your eggs in this basket. Facebook is simply one (and not the best!) tool among many, for educating and engaging with patients. When it comes to patient education, the best platform will always be your blog.

Focus on publishing relevant, problem-solving content on your blog on a consistent basis. For healthcare marketers blogging is actually more beneficial than relying on Facebook because your blog is the hub of your content, is not subject to frequent changes, and you have full control over it.

Your Turn:

As a healthcare marketer, what do you think about the new Facebook Insights? Please share your thoughts in the comment box below.

How Providers & Patients Use Social Media [Infographic]

Social media helps bring people together. When it supports conversations that enhance doctor-patient relationships, that’s worth writing home about.

This week an infographic associated with a survey by Master of Health Administration degrees caught my attention. It illustrates the intersection between healthcare and social media, even the extent to which consumers trust doctors who share information via social media.

As expected, most healthcare-related conversations are about a worthy cause, or shared experiences. The infographic also indicates that 16% of conversations are reviews about doctors, treatments and medications, something I talked about in a previous post.

It’s very interesting to see a state-by-state breakdown, showing how hospitals and other healthcare brands use major social media platforms. For example Facebook marketing is used sparingly in the South except in Texas and Florida. New York, California, Florida and Texas represent the highest social media adaption rates among U.S. healthcare brands.

Of the top 5 healthcare centers that do social media right, I was surprised not to see Cleveland Clinic, which has almost 80,000 more Facebook fans than Mayo Clinic, and a ‘content hub‘ that was launched in March 2012, and one month later drew 16,000 visits without promotion.

Here are some more interesting statistics about healthcare and social media:

10 Steps for Launching An Epic Healthcare Social Media Campaign

Are you new to healthcare social media marketing and wondering how to get started?

For conservative industries such as healthcare, social media use is challenging due to potential engagement risk, and privacy regulations such as HIPPA. But that doesn’t mean you should shy away from it.

Even large medical institutions like Johns Hopkins are successfully using social media marketing to reach prospective patients and give their brands a more ‘human’ voice.

Here are 10 steps to launching an epic healthcare social media campaign:

#1. Know your audience

Don’t make assumptions about your audience or demographics. Your Facebook audience may be different from your Twitter or YouTube audiences. You need to research and study your target audience by developing patient personas.

#2. Define content strategy

Decide what type of content assets you will employ (e.g. blog posts, white papers, YouTube videos, etc.) . Then create an editorial calendar to help you plan your social media content for the next 2 – 3 months.

#3. Keyword research

Identify key words that will help people find your content online. Avoid using branded terms to describe your brand, and instead focus on general descriptive words that prospective patients use in their every day conversations. For example if you’re a chiropractor, use the term ‘knee injury’ rather than ‘meniscus tear’ to describe the kind of problem you solve.

#4. Social Channel Identification

Decide which social media channels (Facebook, LinkedIn, Twitter, etc.) you will use. Understand where medical conversations are taking place and leverage those channels.

#5. Key influencers

Identify key influencers in your industry that could help you spread awareness about your practice or facility. Try to connect with them either offline or online.

#6. Competitive Review

Study your competitors‘ social media efforts and take steps to ensure that your content will be better than theirs.

#7. Team collaboration

It’s hard to run a medical practice and a successful social media program all by yourself. Identify someone else to help you with content research and development. If there’s no one in your staff that is knowledgable about social media, consider outsourcing your campaign for a short while until you have the internal resources to handle it yourself.

#8. Conversation optimization

Think about what calls-to-action (CTA’s) you will assign to your content assets. All content should lead the reader to taking some kind of action. It might be downloading an ebook, signing up for your newsletter or booking an appointment. Figure out how to lead prospective patients through your content.

#9. Message execution

Decide where else you will place your brand messages in order to amplify your voice and reach a wider audience. e.g. email newsletters, events, press releases, SlideShare, trade publications, etc.

#10. Measurement

Identify the criteria you will use to measure social media ROI and demonstrate that your social media program is working.

Your Turn:

What steps are you taking to develop your facility’s social media campaign?

9 Stunning Search Statistics Hospital Marketers Should Know

In today’s digital world patients are using non-traditional paths on their medical journeys.

It used to be that if you suddenly fell sick, you would call a family member or a doctor to help you figure out what the next step would be. Not so anymore. Today you would simply fire up your computer or smart phone, and start to research your condition or symptoms online.

If you’re in charge of marketing at a hospital or other medical facility you cannot afford to ignore content marketing and the impact it has on search. You need a website that is regularly updated with relevant content that provides helpful answers to questions patients are asking.

The following 9 statistics show the importance of having a strong online presence and a content marketing strategy if you want prospective patients to find you (Source):

1. 77% of patients use online search prior to booking an appointment.

2. Digital content is key to decision making. 83% of patients booked appointments after researching content on hospital sites.

3. 21% of patients are now booking appointments via computer or mobile

4. After an appointment patients tend to spread the word about their experiences. 50% recommend the facility to their family, friends and peers; 12% post a review on social media networks; and 6% post a review on another website.

5. When patients see a paid search ad, only 5% contact the hospital that is advertised. 35% continue to search for more information, while 29% begin the search process all over.

6. 49% of patients start the search process using a specific condition or disease not a branded hospital term

7. Patients who booked appointments conduct almost 3X as many searches as those who didn’t.

8. Patients who use their smart phones to research health information watch videos in greater numbers (35%) than those who use computers (10%).

9. Mobile device searchers who watch a video also schedule an appointment in greater numbers (44%) than computer only searchers.

Your Turn:

Which stat do you find most interesting?