Greystone HCIC - Fathom presentation

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Learn how to attach value to your hospital's website, hold your digital marketing content accountable, measure the success of your offline campaigns, and much more.

Interested in hearing more? Contact us at www.fathomdelivers.com

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  • Here are some of the challenges we face when trying to market our hospitals and service lines. I come from a retail background, and the problems facing healthcare are very different than most other businesses and industries. We don’t get real-time information, so it’s very hard to connect the dots in healthcare.
  • These major challenges mean that we can’t get very useful information on our reports. We used to just look at this month-by-month report of organic traffic, or some basic numbers around keyword traffic. It doesn’t give us very much useful information. As a result, it’s hard to get the buy-in of higher-ups into the value of digital marketing. Sound familiar?So we came to Fathom and Matt specifically, and asked how he could help us liven up our reporting, and interpret this wealth of data that’s at our fingertips. Here are the questions we asked him…
  • Here are the four questions that we, as a marketing department, were struggling with at MUSC – and you probably are as well. We’ll talk about some answers to these questions over the next 45 minutes.How can we determine the ROI of our marketing efforts, without contribution margin?How can we attribute leads across multiple channels, including offline? In other words, when you have direct mail, television, newspaper, etc, how can you properly attribute those leads online?What is the relationship between contentand conversions? We’re putting a lot of time and effort into creating new content across our website. How do we determine if those efforts are bearing fruit?How can I pull all my data into one coherent picture? I mentioned Tableau earlier, and we’ll jump into that.
  • Jane to present. Here are the four things we’d like to cover today…Share the Challenges of Healthcare Marketing – we’re all in healthcare marketing, and as such we face a lot of the same challenges. If your marketing department was perfect, you wouldn’t be here today! Let’s talk about some of those challenges and how we can use digital marketing to overcome them.Learn New Ways to Leverage Analytics – We’ve been working with Fathom to really get the most of our Analytics. We wanted to share some best practices with you, and if you want to see exactly how we created these reports, we can talk more about it after the session.Discuss a Methodology for Attaching Revenue to Your Traffic – by the end of our presentation, you’ll have a methodology that we’ve started using at MUSC for determining our contribution margin, ROI, and other financial metrics that we can bring to our marketing efforts.Introduce Tableau as a Solution for Integrating Marketing and Operations – Tableau is a platform for unifying a bunch of disparate data sources, from operations to call center to online, into one view that you can manipulate to gain insights. We’ve just started using Tableau on the Operations side of MUSC, and Fathom has started implementing this solution for us on the marketing side. If you haven’t seen Tableau before, Matt and I are excited to show it to you and discuss some of the possibilities this new technology offers.
  • Jane to present. Notes:Let’s start with our basic approach to healthcare marketing, where the goal is to drive new patients and procedures for our hospital. MUSC and Fathom partner to drive leads for the hospital. We use strategies like SEO and PPC to acquire leads at the top of the funnel.For the convert stage, we’ve started introducing landing pages that capture leads for our nurses to follow up with.At the Nurture phase, we are just about to launch marketing automation that will keep our leads interested and engaged with the hospital.And our challenge has always been at the admission stage – did the lead turn into a patient? If so, what’s the revenue?
  • Before we get started, it would be valuable for us to understand how geeky we all are in the room. Just by a show of hands, let’s gauge how comfortable you feel with Google Analytics. This will tell us how deep we need to go in explaining the concepts in this presentation.
  • Here are the four questions that we, as a marketing department, were struggling with at MUSC – and you probably are as well. We’ll talk about some answers to these questions over the next 45 minutes.How can we determine the ROI of our marketing efforts, without contribution margin?How can we attribute leads across multiple channels, including offline? In other words, when you have direct mail, television, newspaper, etc, how can you properly attribute those leads online?What is the relationship between contentand conversions? We’re putting a lot of time and effort into creating new content across our website. How do we determine if those efforts are bearing fruit?How can I pull all my data into one coherent picture? I mentioned Tableau earlier, and we’ll jump into that.
  • Greystone HCIC - Fathom presentation

    1. 1. YES, YOU CAN Measuring the Value of Your Hospital’s Website
    2. 2. THE CHALLENGE We as Healthcare Marketer Face… • Lack of Contribution Margin • Complexity of Departments and Procedures • Limited ability to follow up with leads • Lag time between revenue reports SOUND FAMILIAR?
    3. 3. THE RESULT • • • KEYWORD Jun-12 Jul-12 Aug-12 Sep-12 aneurysm treatment centers 5 1 3 3 arrhythmia treatment 30 31 21 14 Stale reporting Limited insights Lack of engagement by senior decisionmakers
    4. 4. 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?
    5. 5. GOALS OF OUR PRESENTATION 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
    6. 6. THE HEALTHCARE FUNNEL You can call it passion for healthcare marketing. We call it full digital funnel management.
    7. 7. POLL QUESTION How Would You Rate Your Comfort with Google Analytics? • EXPERT • SOMEWHAT • NOT VERY
    8. 8. THE SOLUTION: Yes, You Can…
    9. 9. HOW TO GET TO ROI Return on Investment MUSC Ingredients: 1. Select the year you have complete data for 2. 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-Doc Request Appt Time on Site
    10. 10. HOW TO GET TO ROI Return on Investment MUSC Contribution Margin ($320M) = Online Conversions Online Conversion Contribution Margin Per 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
    11. 11. YES, YOU CAN… #2 - USE ATTRIBUTION TO GIVE CREDIT WHERE CREDIT IS DUE
    12. 12. 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?
    13. 13. 2. Using Attribution Modeling for Offline Campaigns MUSC’s Campaign Promoting Physicians: • Use the Google Analytics MultiChannel 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
    14. 14. YES, YOU CAN… #3 - UNDERSTAND YOUR ORGANIC TRAFFIC AND CREDIT YOUR CONTENT FOR LEADS
    15. 15. % of Visitors that Converted HOW DOES ENGAGEMENT LEAD TO CONVERSIONS? 35.0% 33.2% 30.0% 25.0% 20.5% 20.0% 15.0% 15.0% 21.7% 16.6% 12.6% 10.0% 5.0% 2.7% 0.0% 0-10 seconds 11-30 seconds 31-60 seconds 61-180 seconds 181-600 seconds 601-1800 seconds 1801+ seconds Time on Site The longer the time spent on the website, the higher the chance of conversion.
    16. 16. HOW DOES ENGAGEMENT LEAD TO CONVERSIONS? NonConverters Pages Visited Unique Visitors Average Value Per Page 386,112 236,232 1.63 $0 Request an Find-A-Doc Appointment 98,416 16,055 6.13 $284 5,127 521 9.84 $5,758 • 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.
    17. 17. WHAT IS THE BEST DISTRIBUTION CHANNEL? Google Plus users are visiting 90% more pages and spending 347% more time on the website.
    18. 18. IS OUR CONTENT ENGAGING?
    19. 19. YES, YOU CAN… #4 - AGGREGATE YOUR DATA INTO ONE COHERENT PICTURE
    20. 20. What is Tableau? All Your Data, in One Coherent Picture
    21. 21. YES, YOU CAN… ANTICIPATE WHERE DIGITAL MARKETING IS GOING IN 2014
    22. 22. 2014 AND BEYOND… Where Digital Marketing is Going • • • • • • • • • • • NURTURING we track patients How can SOLUTIONS 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 Marketing Automation anymore? Email Marketing Social Media we as a hospital How can Marketing Content Marketing learn from and implement Video Marketing the Marketing & Management Retail best practices of the Reputation Management business world?
    23. 23. 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.
    24. 24. THANK YOU! Now Go Change the World! ! Matt Fieldman mfieldman@fathomdelivers.com Jane Kelley kelleyje@musc.edu
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