Growing Your Practice with Data-Driven StrategyWHITNEY STUART – COX HEALTH MARKETING

WHAT DOES SUCCESS LOOK LIKE?IT’S ALL ABOUT PROCESS

IDENTIFY ENGAGE ACQUIRE

Data-Driven Strategy

HOW WE DO IT

IDENTIFY(Research + Strategy)Research uncovers insights and informs strategy.

We partner with you toIdentify the Right Patients• Predictive Market Analysis

• Custom Research• Service Line/Procedure Growth Projections• Demographic Patient Profiles• Consumer Lifestyle Media & Digital Preferences

HOW WE DO IT

ENGAGE(Multi-Channel + Message)

We partner with you toEngage the Right Patients

It’s not only what you say, but when and where you say it that matters.

• Traditional Media• Display• Search• Social• Video

• Reputation Management

• Data Solutions• Email Marketing

HOW WE DO IT

ACQUIRE(Results + Learning)Results-driven. Learning obsessed.

We partner with you toAcquire the Right Patients• Patient Acquisition Goals• Campaign Optimization• ROI Analysis

CASE STUDYDATA-DRIVEN STRATEGY IN THE REAL WORLD

CLIENT: “NEUROHEALTH PRACTICE”

FLORIDA NEUROHEALTH: CHALLENGES

Low brand recognition

Primarily referral-based patient load

Lack of ideal patients

SOLUTIONS

Increase new patient appointments

Increase brand awareness

Increase percentage of ideal patients

Data-Driven Strategy

Insights provided by:

TARGET DEFINITIONS

Source: HITWISE, a division of Connexity Audience, Inc. (24 week average ending on 4/21/18)Geography/Demo Base: Jacksonville DMA and Adults 18+

Pain Management Seekers Potential Epilepsy Patients

Suffer severely from any of these ailments:• Chronic pain• Osteoporosis• Backache

OR

Visited spine-health.comOR

Search terms used:• Kyphoplasty• Balloon kyphoplasty• Compressed vertebrae• Chronic lower back pain treatment

• Osteoporosis fractures• Failed back surgery syndrome• Spinal cord stimulator• Jacksonville Spine Center• Coastal Spine and Pain Center

Visited any of these websites relating to Epilepsy:

OR

Search terms used:

OR

Caretaker of an Alzheimer’s disease patient

• Epilepsy.com • Cureepilepsy.com• Coping-with-epilepsy.com

• Epilepsyga.org• Epilepsy.emedtv.com

• Epilepsycenter.org• Epilepsy

foundation.org

• Epilepsy• Epilepsy symptoms• Type of seizures• Epilepsy syndromes

• Focal/atonic seizures• Angelman syndrome• Doose syndrome• EEG monitoring

• Seizure monitoring device• Brain trauma/stroke• Dementia• Post traumatic headache

Insights provided by:

MEDIA USAGE

Source: HITWISE, a division of Connexity Audience, Inc. (24 week average ending on 4/21/18); Base: Jacksonville; Health & Wellbeing segmentation (index); Internet access by device: Total visitation

2% 5%5%

6%13%

15%

33%32%

46% 42%

Pain Management SeekersPotential Epilepsy Patients

Linear TV

Internet (PC)

Radio

Newspaper

Magazine

Daily Media Share Share of Internet Access by DeviceBoth targets dedicate a third of their daily media time online, tripling print media consumption

Desktop/Laptop Mobile

Pain Management Seekers 65% 35%

Potential Epilepsy Patients 49% 51%

• Pain Management Seekers primarily use their PCs to access the internet• Potential Epilepsy Patients are equally are visiting websites via PCs and mobile devices

51%

47%

25%

31%

9%

8%

15%

14%

Pain ManagementSeekers

Potential EpilepsyPatients

Social Networking Streaming Media Content (audio/video) Gathering Information Making a Purchase

Daily Online Activities Share• Social networking accounts for roughly half of their daily digital consumption • Compared to Pain Management Seekers, Potential Epilepsy Patients are more likely to spend their time

streaming media

Media ConsumptionDigitally connected users that rely on the internet for information, social communication, and entertainment

• Pain Management Seekers and Potential Epilepsy Patients spend a third of their daily media time online

• 27% of Pain Management Seekers and 33% of Potential Epilepsy Patients are likely to learn about products/services from websites

• Both target audiences are more likely to have been influenced by sponsored ads from search results

• Potential Epilepsy visited search engine sites 68% more than the average Jacksonville adults (620 avg visit/user)

• 4 in 5 Pain Management Seekers are social media users

• More visitation to entertainment sites than the average Jacksonville adult (407 avg visit/user)

Data-Driven Strategy

CREATIVE EXAMPLES

How We Determined Creative:

Keyword analysis

Creative study insights

Leveraged Healthcare industry knowledge

CREATIVE EXAMPLES

Data-Driven Strategy

SOLUTIONS

Increase new patient appointments

Increase brand awareness

Increase percentage of ideal patients

CLIENT IMPACT

42%Increase in paid search traffic

21%Decrease in cost per click

813Online Appointment Requests

33%Increase in new patient appointments