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
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?
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. 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. THE HEALTHCARE FUNNEL
You can call it passion for healthcare marketing.
We call it full digital funnel management.
7. POLL QUESTION
How Would You Rate Your
Comfort with Google Analytics?
• EXPERT
• SOMEWHAT
• NOT VERY
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. 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. YES, YOU CAN…
#2 - USE ATTRIBUTION TO GIVE CREDIT
WHERE CREDIT IS DUE
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. 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. YES, YOU CAN…
#3 - UNDERSTAND YOUR ORGANIC
TRAFFIC AND CREDIT YOUR CONTENT
FOR LEADS
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. 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. WHAT IS THE BEST
DISTRIBUTION CHANNEL?
Google Plus users are visiting 90% more pages and spending 347% more
time on the website.
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. 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. THANK YOU!
Now Go Change the World!
!
Matt Fieldman
mfieldman@fathomdelivers.com
Jane Kelley
kelleyje@musc.edu
Editor's Notes
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.