Proving the Value of

Your Website

Today’s Presenters

Ben Dillon, MBA | Chief Strategy Officer | Geonetric

Ben writes and speaks extensively about healthcare technology trends, on

everything from social media strategies to accountable care organizations. He’s

also a Twitter junkie – follow him at @benatgeo.

Tedd Kipper | Client Strategist | Geonetric

To call Tedd experienced in the healthcare industry is an understatement. With

former roles that include COO at a community hospital and director of business

services for a physician group, understands the unique challenges and

opportunities that face healthcare marketers today.

Duke University Study

• Two out of three chief marketing officers are feeling

pressure from administration and the board of directors

to prove marketing’s value.

• Two-thirds of marketers agree that there is now more

pressure to show return on investment in marketing

spending and that the pressure will not be going away

anytime soon.

• 83% of marketers indicate that it’s extremely or

somewhat important for their team to prove the business

impact or Return on Investment.

Your ROI IS Important

• Reimbursement uncertainty is making ROI more and

more important

• There are two ways to measure a websites effectiveness –

quantitative and qualitative.

• Analytical tools can help you connect marketing activities

with revenue generated

• Gather results to report to stakeholders to show the

investment was worth the expense

ROI Doesn’t Tell the Whole Story

1. ROI also means return on impressions – the number of

people that actually view your marketing material

2. ROI is also a return on opportunity – the indirect

marketing potential in creating downstream revenue

3. ROI can also mean return on engagement – where you

analyze how people are engaging with your brand or

content.

4. ROI, most importantly, can mean measuring your

brands performance in terms of building and

maintaining relationships.

How to Measure Your ROI

Five Steps to Improving Outcomes and

Measuring Results

1. Know your organization’s strategic goals

2. Align your marketing objectives with those strategic

goals – ask your vendor to help

3. Be diligent in tracking results

4. Reporting results to stakeholders

5. Review and reset

Benefit Health

Strategic Plan Priorities

Improve Quality

Improve OB/GYN Market Share

Provider Promotion

Financial Performance

Five Steps to Improving Outcomes and

Measuring Results

1. Know your organization’s strategic goals

2. Align your marketing objectives with those strategic

goals – ask your vendor to help

3. Be diligent in tracking results

4. Reporting results to stakeholders

5. Review and reset

Improve Quality

Objective Tactic Audience Success

Measure

Develop specific clinical

data integration

throughout appropriate

service lines

• Weave clinical data

into service lines, make

it meaningful

• Use HCAHPS scores as

a visual measurement

for patients

researching facility

• Family healthcare

decision makers –

women

• Men and women 50+

• Geographically;

Eastern Iowa, Western

Illinois and Wisconsin

• Community business

partners

• Physicians

• Benefit Health

employees

• Regional providers and

facilities

Time on site increases

from average of 2:00

minutes to 2:50 minutes

Financial

Objective Tactic Audience Success

Measure

March 2015 – Launch

brand campaign

• Marketing campaign

using Geonetric’s agile

marketing division

• Agency working on

campaign, work

together to ensure

campaign success

• Patient stories

• Family healthcare

decision makers –

women

• Men and women 50+

• Geographically;

Eastern Iowa and

Western Illinois and

Western Wisconsin

• Community business

partners

• Physicians

• Regional providers and

facilities

• Requests for

information increase

by 10%

• Request for

appointment increase

by 5%

• Class registrations

increase by 15%

• Provide content that

speaks to the “Benefit

Health” experience

• Testimonials from

patients, doctors

Social media, videos and

traditional marketing

Increase newsletter

subscriptions. Have

community sign up for

news feeds that utilize a

Brand Journalism

approach

Begin placing patient

testimonials on provider

profiles.

Customize provider profile

section with treatment

philosophy or personal

interests.

SEO Audit – conducted by

Geonetric to assist in

optimizing keyword and

description search

Website will be used to

show benefits of clinical

integration

SEO Audit – conducted by

Geonetric to assist in

optimizing keyword and

description search

Use videos to help

patients/visitors have a

more personal connection

with provider

Description and keywords

work

Recognized leader of

health education

Description and key words

work

Use panels effectively, a

campaign with a strong

landing page, make sure

doctors have killer profiles

Launch clean up effort to

improve SEO

Develop specific quality

landing pages. Show the

data, keep it updated

Launch clean up effort to

improve SEO

Digital Roadmap Q4, 2015

Improve

Quality

Improve OB/GYN

Market Share

Provider

Promotion

Financial

Performance

Five Steps to Improving Outcomes and

Measuring Results

1. Know your organization’s strategic goals

2. Align your marketing objectives with those strategic

goals – ask your vendor to help

3. Be diligent in tracking results

4. Reporting results to stakeholders

5. Review and reset

Improve OB/GYN Market Share

Objective Tactic Audience Success Measure

Relevant content and clear

calls to action to increase

patient requests for

information

Content writing • Family healthcare

decision makers –

Women

• Women between the

ages of 22 and 40

• Geographically;

Eastern Iowa, Western

Illinois

Time on site – Increase by

1:30 minutes

Forms with clear calls to

action (pre-registration,

prenatal class registration)

Conversions – Increase

class registrations by 20%

Increase patient census New vs. returning –

Increase new patients by

5%

Form Prior

Status

Net Forms

by IP

Address

IP Address

Using

Services

IP Address

Utilization

Rate

Patients Visits Gross Charges (Includes

Downstream

Rev)

Request

Appointment

Current

Patient

225 40 18% 40 85 $42,752.55

Request

Appointment

Prospect 157 15 10% 17 51 $61,345.22

Class

Registration

Current

Patient

83 22 27% 22 22 $143,554.82

Class

Registration

Prospect 117 37 32% 37 37 $166,832.10

Patients Visits Net Revenue

(65% of Gross)

Current

Patients

62 107 $121,099.79

Prospects 54 88 $148,315.26

Totals 116 195 $269,415.05

Benefit Health OB/GYN Market Share Tracking Results

Details by

Form Type

Medical Group Emergency

Room

Outpatient Surgical

Cases

Inpatient Totals

Form Prior

Status

Visits Charges Visits Charges Visits Charges Visits Charges Visits Charges Gross

Charges

Request

Appt.

Current

Patient

42 $13,214.32 11 $8,412.11 22 $5,689.55 0 $0.00 10 $15,436 $42,752.

Prospect 13 18,032.66 5 $5,294.78 10 $5573.56 0 $0.00 23 $32,444 $61,345.

Class

Register

Current

Patient

3 $1538.21 0 $0.00 0 $0.00 4 $14891 15 $127,124 $143,554

Prospect 5 $4,896.77 8 $8,832.55 9 $16,678 0 $0.00 15 $136,424 $166,832

Benefit Health OB/GYN Market Share Tracking Results

Additional Measurement Tools

20

Benefit Health – Digital FormData: Completion of Digital Forms to Actual Patient Visit

Criteria: Website Visitor Conversions

Current patient/

New patient

Number of

patient(s)

Number of

Visits

Targeted

Physician

Treating

physician

Patient

location

Gross

charges

Request an

Appointment

Current Patient

New Patient

Home Care

Referral

Current Patient

New Patient

Hospice

Referral

New Patient

Face to Face

Encounter

Current Patient

New Patient

VNA Hospice

Referral

New Patient

21

Benefit Health – Awareness Campaign2014 vs. 2015

Data: Gross charges

Criteria: Digital forms completed for targeted service line

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Ortho2014

2015

Cardiac2014

2015

Cancer2014

2015

Gen Med2014

2015

Outpatient

Services

2014

2015

Clinics2014

2015

22

Benefit Health – Services APG Comparative Data by Procedure2014 vs. 2015

Data: APG’s

Criteria: New patient digital forms completed for targeted services

APG Description 2014 # of

Patients

Gross

Charges

2015 # of

Patients

Gross

Charges

Increase

(Decrease)

9 Excision and Biopsy

37 Arthroscopy

60 Pulmonary Tests

81 Echocardiography

85 Angioplasty

88 Cardiothoracic Procedures

137 Therapeutic Colonoscopy

233 Cataract Procedures

270 Occupational Therapy

271 Physical Therapy

272 Speech Therapy

281 Magnetic Resonance

Angiography

290 PET Scans

291 MRI

316 Individual Psychotherapy

322 Medication Administration

599 Hypertension

803 Cheomtherapy

807 Fever

Benefit Health – Service Line DRG Comparative Data2014 vs. 2015

Data: DRG’s

Criteria: New Patient digital form completion by targeted service line

DRG Description 2014 # of

Patients

Gross

Charges

2015 # of

Patients

Gross

Charges

Increase

(Decrease)028 Spinal Procedures

034 Carotid Artery Stent Procedure

052 Spinal disorders

133 Other ear, nose, mouth or throat

176 Pulmonary embolism

233 Coronary Bypass

414 Cholecystectomy

453 Spinal Fusion

509 Arthroscopy

535 Fractures of hip and pelvis

614 Adrenal procedures

653 Major Bladder procedures

686 Kidney and urinary tract neoplasms

774 Vaginal delivery

Five Steps to Improving Outcomes and

Measuring Results

1. Know your organization’s strategic goals

2. Align your marketing objectives with those strategic

goals – ask your vendor to help

3. Be diligent in tracking results

4. Reporting results to stakeholders

5. Review and reset

Return on Investment Reporting

Closed Loop

Prospect

Visits for the

First Time

Visitor Takes

Activity on

Your Site

Visitor

Provides

Info

Information

is tracked

via CRM

Visitor

Becomes a

Patient and

Credited to

ROI

Five Steps to Improving Outcomes and

Measuring Results

1. Know your organization’s strategic goals

2. Align your marketing objectives with those strategic

goals – ask your vendor to help

3. Be diligent in tracking results

4. Reporting results to stakeholders

5. Review and reset

Moving From

Cost Center To Revenue Center

Traditional

• Goals:

– Awareness

– Brand building

• Metrics:

– Impressions

– Clicks

– Page views

– ROI?

Cape Cod HVI

Traditional ROIServ

ice L

ine V

olu

me

Time

Historical Volume

Projected Volume

Baseline

Actual Volume

CRM

Lead/Demand Generation

• Goals

– Leads (screening signup, appointment request, etc.)

• Metrics

– Total leads

– New leads (new to CRM)

– Updated leads (updated in CRM)

– Cost per lead

– Projected/Actual ROI

Iterate Rapidly

Strategize, concept, design, and buildall at once

Deliver value in completed work(In-process work is of no value)

Build something that moves the bar

And “live” test with real users

Keep what works Throw away what fails

An Agile Approach To Campaigns

North Kansas City Hospital A cardiac campaign case study

Sam Caloroso,

“Medium please

but not too

much.”

Boosted Facebook

post targeting

Gender

Men

Interests

Bacon

Full breakfast

Sausage

Hot dog

Ham

Hamburger

Burrito

Quesadilla

Enchilada

Nachos

Beer

Fried chicken

KFC Kentucky Fried Chicken

Stress management

Parenting teenagers

Smoking

Tobacco smoking

GoalIncrease number of Calcium Scoring

Heart Scans by 18 per month

(54 for three months)

Actual Results493 additional sign-ups in first

three months

Revenue Marketing

• Goals

– Turnkey business driving system

(Repeatable/Predictable/Sustainable)

• Metrics

– Cost per conversion

– Total average value per conversion

– Funnel tracking

– Actual investment per period

– Projected/actual return per period

– Projected/actual ROI per period

North Kansas City Hospital

The cardiac campaign generated an additional

542 leads in 9 months using PPC only!

Repeatable / Predictable / Sustainable

The Reality of R/P/SEff

ecti

ven

ess

Time

Autopilot

Diminishing

Returns

Tune-up

Wrap Up

1. Reimbursements are changing and putting pressure on

all areas of the facility to prove their ROI

2. Analytical tools provide the most effective

measurements to connect marketing activities with

revenue generated

3. Gather results to report to stakeholders to show the

investment was worth the expense

4. Measuring ROI is time consuming but important to

carry out

5. Become Revenue Marketers