Growing Your Practice with Data- Driven Strategy...Growing Your Practice with Data- Driven Strategy...
Transcript of Growing Your Practice with Data- Driven Strategy...Growing Your Practice with Data- Driven Strategy...
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