The need to scale solutions that are cost-effective and personal continues to strain healthcare organizations – even those known for innovation. As costs rise, the patient searches for answers – often online. But what does a patient want from a healthcare provider online? Your Web site should be your most valuable asset for patient acquisition and retention, but many organizations simply aren’t leveraging their Web site as a business tool. Gain a core understanding of what patients want online, and how to facilitate those tasks and tie these actions into business and revenue goals.

1. Finding Your Organization’s
Digital Pulse

2. Download This Presentation: evolvedigitallabs.com/hcic
#HCICDigitalPulse

3. The Setup 1

4. 4

5. We are #1!!!

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

7. Excellent Digital
Products
Patient Centric
Excellent Digital
Marketing
Digital Presence

8. X Axis = Website Operations
Y Axis = Digital Reach
Patient Centric

11. 11

12. But we only get
1%.......
1%
Budget
99%
Everything
MarComm

13. invest
But how do you spend your 1%

14. Website Outcomes Business Outcomes
Improve Web Rankings
Improve your ability to provide the
solution to your primary customer's need.
Increase Qualified Traffic
Increase quality traffic by creating
content that uses the right audience’s
language.
Reach Financial Goals
Acquire 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 Goals
Use data to gauge your online
opportunity for growth.

15. 15

16. Learn Your Market &
16
Set Your Goals 2

17. The Traditional Path to Treatment
stimulus first moment
of truth
second
moment of
truth

18. 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

19. Comprised Primarily of Symptoms and Conditions
19%
37%
6%
38%
Branded
e.g. [hospital branded term]
Symptoms or
departments
e.g. sore throat, pediatrics Conditions or
diseases
e.g. arthritis, cancer
Treatments or
procedures
e.g. chemotherapy, dialysis

20. Source:: 2012 Google/Compete Hospital Study
Patients used nearly
4k unique patient paths in the
search engines

21. The top 20 paths
made
65% of all patient
paths
Source:: 2012 Google/Compete Hospital Study

22. Define a True Marketplace
# of
Opportunities
/Mo
Total Market
Opportunity
True Market
Opportunity

23. Assumptions Most Campaigns are Run
With
23
Sales
Leads
Clicks
Impressions

24. 24
Success in Digital Looks Different
Clicks
Impressions
Sales
Total
Leads

25. What
Drives
ROI
New Model
Old Model

26. Develop Target KPIs
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. Position
Position of Message
CTR
Clicks / Impressions

27. 27
Not From a Book

28. 28
What You Do
• Making the concepts a reality
• Insert beginning of killer video montage

29. Creating A Common Language Might
Be The Most Important Change.
29

32. Common Language Helps Manage Expectations
Doers Signature
Clear Strategy For
Department
Return On
Investment
Clear Direction For Channel
Strategy & Tactics
Return On Effort

33. Managing Expectations
Why
How
What

34. 34
Framework 3

35. “People don’t want to buy a quarter-inch
drill. They buy a quarter inch
hole.”
A quote refined by Theodore Levitt.

36. Only Two Types of Digital Projects
Channel Website
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?

37. Locate the Campaign Inefficiency
# of Customers
% of Leads to
Customers
# of Leads -
CRM
% of Visitors
that Engage
on-site
Position of
Message
Clicks /
# of Visitors Impressions
Impressions
Hospital
Website
Channel

38. Impressions
CTR
Channel Goals
+
+
-
-
What is the quality of traffic?

39. Website Goals
Conversion Rate
Acquisition Rate
+
+
-
-
What is the quality of traffic?

40. Start Goal
Focused Sprint:
Improving the performance of a
specific page or keyword group

41. Failure is ok on short scales

42. What can your team do?

43. 43
Digital Knowledge - Skills - Ability
Social Search
Analytic
s
Email On-Site
Design
Develop
Write
Application
Knowledge
Strong
Capability
Moderate
Capability
Low
Capability

44. 44
Digital Knowledge - Skills - Ability
Social Search
Analytic
s
Email On-Site
Design
Develop
Write
Application
Knowledge
Strong
Capability
Moderate
Capability
Low
Capability

45. Where should I start with my team?
In-house Vendor
Social
Search Engine
Marketing
Analytics
Email
On-Site
Start building these expertise in-house ASAP
Leverage outside help

46. Decision & Information Hierarchy

47. Buzz &
Sentiment
Conversion
Optimization
Inbound
Traffic
PR
Events
Social
Blog
SEO
PPC
Content
Email
UX
Webinar
Digital Team Challenges
Hierarchy

48. Keyword
Keyword
Page
Page
Keyword
Page
Keyword
Page
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

49. 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 series
of emails on how
build a healthy
relationship with
your doctor

50. 50
Access to Information
Campaign & Market Analytics
Project & Time Management
CRM
Doers & Signatures

51. 51
Growth 4

52. Online Campaign 30- Day Goal
15 New Patients*$15,000.00
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. Position
Position of Message
CTR
Clicks / Impressions

53. 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.

54. 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 age
After appointment, starts to
research hospitals that best meet
her needs

55. Reach Kelly
when she’s
searching for
you
Your Hospital’s Ad Here

56. Reach Kelly while she is researching
Your Hospital’s Ad Here
Your Hospital’s
Ad Here

57. Reach Kelly when she is engaging with video
Your Hospital’s Ad Here

58. Online Campaign 14 Days In
6 New Patients
Acquisition Rate:
20%
Leads:
# 30
Conversion Rate:
3%
Visitors:
1,000
Impressions
10,000
Avg. Position
3.1
CTR
1%

59. Someone Strategic Decides: “Which of the two?”
Channel Website
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?

60. Keyword
Keyword
Page
Page
Keyword
Page
Keyword
Page
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

62. Case Study
Driving 46% More
Online Leads

63. Nationally renowned Infertility Center –
specializing in a narrow set of procedures,
seeing drop-off in online leads.

64. 1 2 3
What is happening
in the campaign?
What is happening
on the website?
What is happening
to the financials?
Understand Patient & Client Needs

65. Pay Less for Better Leads
1. Customer segmentation
2. Use more data
3. Redistribute media investment

66. Customer Segmentation by What They Search
Procedure Procedure + Cost
Procedure + Location Procedure + Brand

67. We Need More Than Channel Data
Same Service Line
Campaign A Campaign B
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

68. We Need More Than On-Site Data
Same Service Line
Campaign A Campaign B
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

69. Same Service Line
Campaign A Campaign B
Without Financial
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

70. Customer Segmentation by On-Site Behavior
Procedure Procedure + Cost
Procedure + Location Procedure + Brand

71. Additional
Campaign
Optimization

72. Robust Lead Nurturing
Site Visitor
“Converts”
Into Lead
Data
Collection
Information
Packet
Sent to
Lead
In-Office
Visit
Scheduled
In-Office
Visit Not
Scheduled
Surgery
Scheduled
Feed Outcomes into CRM
Feed Outcomes into CRM

73. Number of Like-Facilities by State
1
<=3
<=5
>5

74. Cost per Lead by State
$
$$
$$$
$$$$

75. 1. Lower cost per lead through better
targeting
2. Based on data generated by
campaign, deliver relevant content to
most valuable customer segments

76. • 46% increase in Online
Leads
• 25% decrease in Cost Per
Lead
• 30% increase in Conversion
Rate

77. Thank You
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