YES, YOU CANMeasuring the Value of Your Hospital’s Website

THE CHALLENGE

• Lack of Contribution Margin• Complexity of Departments

and Procedures• Limited ability to follow up

with leads• Lag time between revenue

reports

We as Healthcare Marketer Face…

SOUND FAMILIAR?

THE RESULT• Stale reporting • Limited insights• Lack of

engagement by senior decision-makers

KEYWORD Jun-12 Jul-12 Aug-12 Sep-12

aneurysm treatment

centers 5 1 3 3

arrhythmia treatment 30 31 21 14

CRITICAL QUESTIONS

1. How can we determine the ROI of our marketing efforts, without clear revenue data?

2. How can we attribute leads across multiple channels, including offline?

3. How can we hold our content accountable?

4. How can I pull all my data into one coherent picture?

GOALS OF OURPRESENTATION

1. Learn New Ways to Leverage

Analytics to Answer Critical

Questions

2. Leave with a Methodology for

Attaching Revenue to Your

Website

3. Introduce Tableau as a Solution

for Integrating Marketing, Data,

and Operations

THE HEALTHCARE FUNNEL

You can call it passion for healthcare marketing. We call it full digital funnel management.

POLL QUESTION

How Would You Rate Your Comfort with Google Analytics?

• EXPERT• SOMEWHAT• NOT VERY

THE SOLUTION:Yes, You Can…

HOW TO GET TO ROI

Return on Investment

MUSC

Ingredients:1. Select the year you have

complete data for2. Annual Revenue

(available on your hospital’s website or Guidestar.org) OR Annual Contribution Margin

3. Number of non-ED cases for that year

4. Pick your important online conversions (KPIs)

2011-2012

$1.3 Billion

$320 Million

606,393

Find-A-DocRequest ApptTime on Site

HOW TO GET TO ROI

Return on Investment

MUSC

Contribution Margin ($320M)Online Conversions =

Contribution Margin Per Conversion

Online Conversion CM Per Conversion

184,011 Find a Docs $1,739 per Find-A-Doc

5,647 Request an Appointments

$56,667 for Request an Appt

50,453 hours = time on site(roughly 6 years!)

$6,342 per visitor hour on site

Phone Appointments to Taste

YES, YOU CAN…#2 - USE ATTRIBUTION TO GIVE CREDIT WHERE CREDIT IS DUE

2. Using Attribution Modeling for Offline Campaigns

MUSC’s Television Campaign Promoting Physicians, Fall 2012:• $85,000 media spend for

television ads over 6 weeks• Promoting custom URL:

WhyMUSCPhysicians.com • Question #1: What

Influence Did This Campaign Have on Appointment Requests?

• Question #2: What was the ROI for this offline campaign?

2. Using Attribution Modeling for Offline Campaigns

MUSC’s Campaign Promoting Physicians:• Use the Google Analytics

Multi-Channel Attribution Tool• Choose the “Any Interaction”

Feature to capture all WhyMUSCPhysicans Visitors

• We see that the Physicians Campaign led to 294 conversions totaling $674,310 in new revenue

ROI OF $7.93 TO $1

YES, YOU CAN…#3 - UNDERSTAND YOUR ORGANIC TRAFFIC AND CREDIT YOUR CONTENT FOR LEADS

HOW DOES ENGAGEMENTLEAD TO CONVERSIONS?

The longer the time spent on the website, the higher the chance of conversion.

0-10 seconds 11-30 seconds 31-60 seconds 61-180 seconds 181-600 seconds 601-1800 seconds

1801+ seconds0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

2.7%

12.6%15.0%

16.6%

20.5%21.7%

33.2%

% o

f V

isit

ors

th

at

Convert

ed

Time on Site

• MUSC Find-A-Doc leads consume 3.7 times the number of pages of non-leads.

• MUSC “Request an Appointment” leads consume 6 times the non-converter rate.

 Non-

ConvertersFind-A-

DocRequest an

Appointment

Pages VisitedUnique VisitorsAverageValue Per Page

HOW DOES ENGAGEMENT LEAD TO CONVERSIONS?

386,112236,2321.63$0

98,41616,0556.13$284

5,1275219.84$5,758

WHAT IS THE BEST DISTRIBUTION CHANNEL?

Google Plus users are visiting 90% more pages and spending 347% more time on the website.

IS OUR CONTENT ENGAGING?

YES, YOU CAN…#4 - AGGREGATE YOUR DATA INTO ONE COHERENT PICTURE

What is Tableau?

All Your Data, in One Coherent Picture

YES, YOU CAN…ANTICIPATE WHERE DIGITAL MARKETING IS GOING IN 2014

2014 AND BEYOND…Where Digital Marketing is Going

NURTURING SOLUTIONS

• Marketing Automation• Email Marketing• Social Media Marketing• Content Marketing• Video Marketing• Retail Marketing & Management• Reputation Management

• How can we track patients and their conversions across multiple devices?

• How can we integrate the demographics of our visitors into our overall analytics?

• How will we respond to a world where search engines don’t provide organic keywords anymore?

• How can we as a hospital learn from and implement the best practices of the business world?

JUST TO REVIEW

1. Use MUSC’s recipe to cook up your hospital’s ROI

2. Use custom URLs and the Analytics Attribution Model to determine the ROI of offline campaigns.

3. Use time on site, pages consumed, and more to understand your content’s impact.

4. Consider Tableau as a way of pulling together all your hospital’s marketing and operational data.

Now Go Change the World!

THANK YOU!

!

Jane Kelleykelleyje@musc.edu

Matt Fieldmanmfieldman@fathomdelivers.com