Aligning Patient Needswith Online Capabilities

#MHADigitalPulse

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The Setup1

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We are #1!!!

Evolve Digital Labs performed audits on over 100 hospital & health system websites…..

Excellent Digital Products

Patient Centric

Excellent Digital Marketing

Digital Presence

X Axis = Website Operations

Y Axis = Digital Reach

Patient Centric

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But we only get 1%.......

99%

1%

Budget

EverythingMarComm

But how do you spend your 1%invest

Improve Web RankingsImprove your ability to provide the solution to your primary customer's

need.

Increase Qualified TrafficIncrease quality traffic by creating

content that uses the right audience’s language.

Reach Financial GoalsAcquire customers profitably through website optimization.

Increase Profitability Online

Understand the opportunity that exists and the cost of that

opportunity.

Integrate and Align Departments

Communicate business goals throughout the organization.

Validate Business GoalsUse data to gauge your online

opportunity for growth.

Website Outcomes

Business Outcomes

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Learn Your Market &Set Your Goals2

The Traditional Path to Treatment

stimulus first moment of

truth

second moment of

truth

Online is Changing that Path

2000: 46% of American adults are online

25% of this group has looked for health information online

2013: 83% of American adults are online

72% of this group has looked for health information online

Comprised Primarily of Symptoms and Conditions

19%

37%

39%

6%

Brandede.g. [hospital branded term]

Symptoms or departments

e.g. sore throat, pediatrics Conditions or diseasese.g. arthritis, cancer

Treatments or procedures

e.g. chemotherapy, dialysis

Source:: 2012 Google/Compete Hospital Study

Patients used nearly

4k unique patient paths

in the search engines

The top 20 paths

made

65% of all patient

paths

Source:: 2012 Google/Compete Hospital Study

# of Opportuniti

es /MoTrue Market Opportunity

Define a True Marketplace

Total Market Opportunity

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Sales

Leads

Assumptions Most Campaigns are Run With

Clicks

Impressions

24

Clicks

Impressions

Sales

Total Leads

Success in Digital Looks Different

WhatDrivesROI

New Model

Old Model

Revenue# of Customers * Customer Value

Acquisition Rate:% of Leads to Customers

= CRM

Leads:# of Offered Leads - CRM

Conversion Rate:% of Visitors that Engage

on-site - Analytics

Visitors:# of Visitors

Analytics

Impressions Channel

Impressions

Avg. PositionPosition of Message

CTRClicks /

Impressions

Develop Target KPIs

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Not From a Book

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Creating A Common Language Might Be The Most Important

Change.

Common Language Helps Manage Expectations

Clear Strategy For Department

Return On Investment

Clear Direction For Channel Strategy & Tactics

Return On Effort

Doers Signature

Managing Expectations

Why

How

What

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Framework3

“People don’t want to buy a quarter-inch drill. They buy a quarter inch hole.”

A quote refined by Theodore Levitt.

Channel Website

Only Two Types of Digital Projects

Are we sending them to the right place?

Are we providing the correct experience?

Do we target the right place?

Do I have the right message?

# of Customers

% of Leads to

Customers

# of Leads - CRM

% of Visitors that Engage

on-site

# of Visitors

Impressions

Position of

Message

Clicks / Impression

s

Locate the Campaign Inefficiency

Channel

Website

Hospital

What is the quality of traffic?

Impressions

CTR

Channel Goals

+

+

--

What is the quality of traffic?

Conversion Rate

Acquisition Rate

+

+

--

Website Goals

Start Goal

Focused Sprint:

Improving the performance of a specific page or keyword group

Failure is ok on short scales

What can your team do?

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Social Search Analytics Email On-Site

Design

Develop

Write

ApplicationKnowledge

Digital Knowledge - Skills - Ability

StrongCapability

Moderate Capability

LowCapability

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Social Search Analytics Email On-Site

Design

Develop

Write

ApplicationKnowledge

Digital Knowledge - Skills - Ability

StrongCapability

Moderate Capability

LowCapability

In-house Vendor

Social

Search Engine Marketing

Analytics

Email

On-Site

Start building these expertise in-house ASAP

Leverage outside help

Where should I start with my team?

Decision & Information Hierarchy

Buzz &Sentiment

Conversion Optimization

InboundTraffic

PREventsSocialBlog

SEOPPCContent

EmailUXWebinar

Digital Team Challenges Hierarchy

Keyword

Page

Page

Keyword

Page

Keyword

Page

Keyword

Evaluate Opportunity

What can we fix that supports

business goals & online opportunity

Select Term, Page,

Audience

Execute

If we improve the performance by x,

y will happen

Create and push improved

information live

I need to find a doctor

I’m writing a blog post

on selecting a doctor

& use twitter to

share.

I’m creating a downloadable checklist & for site visitors

I’m creating a series of emails

on how to build a healthy

relationship with your doctor

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Access to Information

Campaign & Market Analytics

Project & Time Management

CRM

Doers & Signatures

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Growth4

15 New Patients*$15,000.00

Acquisition Rate:% of Leads to Customers

Leads:# of Offered Leads

Conversion Rate:% of Visitors that Engage

on-site

Visitors:# of Visitors

Impressions Channel

Impressions

Avg. PositionPosition of Message

CTRClicks /

Impressions

Online Campaign 30- Day Goal

1 in 4 women have researched their pregnancy online

77%Said expert online advice influenced

their health decisions

16%Have

communicated with their healthcare provider online

55%Tracked their

pregnancy online

40%Connected with other expectant parents on

health topics

Source: BabyCenter “2013 Dr. Mom Report,” Nov. 8, 2013.

Meet mom-to-be Kelly

Pregnant at advanced maternal age

At first prenatal doctor’s visit learns that she has greater risk factors because of ageAfter appointment, starts to research hospitals that best meet her needs

Reach Kelly when she’s searching for you

Your Hospital’s Ad Here

Reach Kelly while she is researching

Your Hospital’s Ad Here

Your Hospital’sAd Here

Reach Kelly when she is engaging with video

Your Hospital’s Ad Here

6 New Patients

Acquisition Rate:20%

Leads:30

Conversion Rate:3%

Visitors:1,000

Impressions10,000

Avg. Position3.1

CTR1%

Online Campaign 14 Days In

Channel Website

Someone Strategic Decides: “Which of the two?”

Can we build a better landing page?

Can we make it easier to become a patient?

Can we get more impressions?

Can we get a better CTR?

KeywordPage

Page

Keyword

Page

Keyword

Page

Keyword

Evaluate Opportunity

What can we fix that supports

business goals & online opportunity

Select Term, Page,

Audience

Execute

If we improve the performance by x,

y will happen

Create and push improved

information live

Case Study

Driving 46% More

Online Leads

Nationally renowned Infertility Center:

• Specializing in a narrow set of

procedures

• Seeing drop-off in online leads

What is happening in the campaign?

What is happening on the website?

What is happening to the financials?

1 2 3

Understand Patient & Client Needs

Pay Less for Better Leads

1. Customer segmentation

2. Use more data

3. Redistribute media investment

Customer Segmentation by What They Search

Procedure Procedure + Cost

Procedure + Location Procedure + Brand

Clicks 20,000 10,000

Cost per Click $1.00 $2.50

Total Cost $20,000 $25,000

Conversions 1,000 1,750

Cost/Conversion $20 $14.29

Revenue $100,000 $175,000

Same Service LineCampaign A

Campaign B

We Need More Than Channel Data

Clicks 20,000 10,000

Cost per Click $1.00 $2.50

Total Cost $20,000 $25,000

Leads 1,000 1,750

Cost/Lead $20 $14.29

Same Service LineCampaign A

Campaign B

We Need More Than On-Site Data

Clicks 20,000 10,000

Cost per Click $1.00 $2.50

Total Cost $20,000 $25,000

Leads 1,000 1,750

Cost/Lead $20 $14.29

Revenue $325,000 $240,000

Same Service LineCampaign A

Campaign B

Without Financial

Customer Segmentation by On-Site Behavior

Procedure Procedure + Cost

Procedure + Location Procedure + Brand

Additional

Campaign

Optimization

Robust Lead Nurturing

Site Visitor

“Converts” Into Lead

Data Collectio

n

Information Packet

Sent to Lead

In-Office Visit

Scheduled

In-Office Visit Not Schedule

d

Surgery Schedule

dFeed Outcomes into

CRM

Feed Outcomes into CRM

Number of Like-Facilities by State

1

<=3

<=5

>5

Cost per Lead by State

$

$$

$$$

$$$$

1. Lower cost per lead through better

targeting

2. Based on data generated by

campaign, deliver relevant content

to most valuable customer

segments

• 46% increase in Online Leads

• 25% decrease in Cost Per Lead

• 30% increase in Conversion Rate

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