Sponsorship
We need sponsors.......interested?
Whats this all about?
The Heart Explained is a joint project between Jane Hunter, John Heseltine plus help from Dr. George Rodgers, if you want to know more about us as individuals you can read up on us on our about page. But do that later, here I want to talk about this site.
This site is unusual because we created it out of nothing, as a group we have amazing individual skills and together we have pulled together a very nice little project. Jane and myself have been working in medical publishing for many years, and out of phone call came the idea to do a patient education website to help communicate issues around heart disease in a more visual way.
Websites on heart disease tend to be pretty dense, not very user friendly and nearly all of them have no visual information. Open a typical page and what you find are big blocks of dense text, lots of medical references and written in a very patient unfriendly way.
We wanted to try and do something different.
And this is how The Heart Explained came about. We now want to take it to the next stage.
We finished the site and made it live mid October 2023 and started a Google Ad Campaign (more on that below) on the 12th of December 2023 to collect data on how the site would perform.
What we have found so far seems to suggest we have got it very right, but you will be able to judge that for yourself in the section below.
So where do we go from here? The aim is to create a not-for-profit organisation, part based in the US and part based in Europe where we can train up young people in design and production and give them the experience of working on commercial projects.
But to do this we now need to find a revenue stream, which is what this conversation is all about.
Why sponsorship and not advertising?
We have an important rule which is that we don’t track or target the people who visit our site, which is pretty difficult for anyone in marketing to be able to work with.
We belive that peoples personal data is theirs, and for that reason we don’t collect login or user details and we do not use any technology that could identify anyone that visits the site.
We do use analytics software to follow patterns of use, but that data is anonomised. We know nothing about the individuals who use our site, and we want to keep it that way.
You can imagine from an advertisers point of view this is a prime market, health care in the US is very big bussiness.
The people who visit our site are probably in the early stages of recognising the have a heart problem and are looking for information, and as such are exactly the sort of people that health care providers want to identify.
If we go down the ad agency route, they will want to put code on our site and that means that we will have no idea what is happening to that data and thats not a direction we choose to take.
So we are looking for a sponsor we can work with. We are happy to co operate with a sponsor and give them space on this site, but it cannot compromise the content and editorial control will always be with us.
So what about the data?
Anyone who has tried reading Googles policies on health care advertising or who operates in this area will know what a nightmare it is. This makes it difficult for anyone to get permission to advertise.
Initially Google had some issues with terms and descriptions on our site but we made adjustments and now our ads are cleared to run in any major area where English is commonly spoken. We have run our ads across North America, India and Europe with out any problems.
So what about the numbers.
Click through rate (CTR)
Click through rate is one of the most important metrics, this is the percentage of people who get to see your ad on google and who go on to click on it and go to your site. Google keep data on different types of there bussiness areas and healthcare has a CTR of around 4-6 %, this is set against and average across the whole of Goole for search ads of around 2%.
So how do we do, our average CTR is 18% but our most popular search term comes in at a whooping 25%, that means one in four people who see our ad click on it, and is twelve times better than googles average.
Average engagement time
Average engagement time tells you how long people use your site. This is a lot more than simply just being on it, they have to engage with it. This means scrolling, visiting pages and generally using it. If they go to a page then wander off for a coffee while nothing happens, this does not count. Enagement time average is around 49 seconds and health care sites average about 55 seconds. So what is ours?
The Heart Explained has an engagement time of between 97 seconds and 120 seconds. Very good for a site with only thirty pages.
Quality score
Another very important metric for Google is your quality score. This is rated from 1 to 10 and is the sum total of many variables that go into your site. Things such as landing page experience, ad relevance, overall quality of content, useability and many other variables. These and many others go into an equation and the result is your quality score. The average is 5 out of ten.
So how do we do?
We score 10/10 on our most important search terms and arond 8/10 on our lesser terms. These are very good numbers.
What this all adds up to is that we punch well above our weight. Although we are very very small we mix in some pretty big company and at costs that would suprise you.
So have you heard enough?
We have lots more data and demographics to show you but by now you probably have a pretty good idea of what we are doing.
If you want to talk lets arreange something and see if we can take this further.
Contact form in here