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Finding your Organization’s Digital Pulse: Leveraging Your Web Site as a Business Tool

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.

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Finding your Organization’s Digital Pulse: Leveraging Your Web Site as a Business Tool

  1. 1. Finding Your Organization’s Digital Pulse
  2. 2. Download This Presentation: evolvedigitallabs.com/hcic #HCICDigitalPulse
  3. 3. The Setup 1
  4. 4. 4
  5. 5. We are #1!!!
  6. 6. Evolve Digital Labs performed audits on over 100 hospital & health system websites…..
  7. 7. Excellent Digital Products Patient Centric Excellent Digital Marketing Digital Presence
  8. 8. X Axis = Website Operations Y Axis = Digital Reach Patient Centric
  9. 9. 11
  10. 10. But we only get 1%....... 1% Budget 99% Everything MarComm
  11. 11. invest But how do you spend your 1%
  12. 12. 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.
  13. 13. 15
  14. 14. Learn Your Market & 16 Set Your Goals 2
  15. 15. The Traditional Path to Treatment stimulus first moment of truth second moment of truth
  16. 16. 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
  17. 17. 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
  18. 18. Source:: 2012 Google/Compete Hospital Study Patients used nearly 4k unique patient paths in the search engines
  19. 19. The top 20 paths made 65% of all patient paths Source:: 2012 Google/Compete Hospital Study
  20. 20. Define a True Marketplace # of Opportunities /Mo Total Market Opportunity True Market Opportunity
  21. 21. Assumptions Most Campaigns are Run With 23 Sales Leads Clicks Impressions
  22. 22. 24 Success in Digital Looks Different Clicks Impressions Sales Total Leads
  23. 23. What Drives ROI New Model Old Model
  24. 24. 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
  25. 25. 27 Not From a Book
  26. 26. 28 What You Do • Making the concepts a reality • Insert beginning of killer video montage
  27. 27. Creating A Common Language Might Be The Most Important Change. 29
  28. 28. Common Language Helps Manage Expectations Doers Signature Clear Strategy For Department Return On Investment Clear Direction For Channel Strategy & Tactics Return On Effort
  29. 29. Managing Expectations Why How What
  30. 30. 34 Framework 3
  31. 31. “People don’t want to buy a quarter-inch drill. They buy a quarter inch hole.” A quote refined by Theodore Levitt.
  32. 32. 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?
  33. 33. 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
  34. 34. Impressions CTR Channel Goals + + - - What is the quality of traffic?
  35. 35. Website Goals Conversion Rate Acquisition Rate + + - - What is the quality of traffic?
  36. 36. Start Goal Focused Sprint: Improving the performance of a specific page or keyword group
  37. 37. Failure is ok on short scales
  38. 38. What can your team do?
  39. 39. 43 Digital Knowledge - Skills - Ability Social Search Analytic s Email On-Site Design Develop Write Application Knowledge Strong Capability Moderate Capability Low Capability
  40. 40. 44 Digital Knowledge - Skills - Ability Social Search Analytic s Email On-Site Design Develop Write Application Knowledge Strong Capability Moderate Capability Low Capability
  41. 41. 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
  42. 42. Decision & Information Hierarchy
  43. 43. Buzz & Sentiment Conversion Optimization Inbound Traffic PR Events Social Blog SEO PPC Content Email UX Webinar Digital Team Challenges Hierarchy
  44. 44. 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
  45. 45. 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
  46. 46. 50 Access to Information Campaign & Market Analytics Project & Time Management CRM Doers & Signatures
  47. 47. 51 Growth 4
  48. 48. 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
  49. 49. 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.
  50. 50. 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
  51. 51. Reach Kelly when she’s searching for you Your Hospital’s Ad Here
  52. 52. Reach Kelly while she is researching Your Hospital’s Ad Here Your Hospital’s Ad Here
  53. 53. Reach Kelly when she is engaging with video Your Hospital’s Ad Here
  54. 54. 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%
  55. 55. 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?
  56. 56. 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
  57. 57. Case Study Driving 46% More Online Leads
  58. 58. Nationally renowned Infertility Center – specializing in a narrow set of procedures, seeing drop-off in online leads.
  59. 59. 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
  60. 60. Pay Less for Better Leads 1. Customer segmentation 2. Use more data 3. Redistribute media investment
  61. 61. Customer Segmentation by What They Search Procedure Procedure + Cost Procedure + Location Procedure + Brand
  62. 62. 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
  63. 63. 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
  64. 64. 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
  65. 65. Customer Segmentation by On-Site Behavior Procedure Procedure + Cost Procedure + Location Procedure + Brand
  66. 66. Additional Campaign Optimization
  67. 67. 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
  68. 68. Number of Like-Facilities by State 1 <=3 <=5 >5
  69. 69. Cost per Lead by State $ $$ $$$ $$$$
  70. 70. 1. Lower cost per lead through better targeting 2. Based on data generated by campaign, deliver relevant content to most valuable customer segments
  71. 71. • 46% increase in Online Leads • 25% decrease in Cost Per Lead • 30% increase in Conversion Rate
  72. 72. Thank You Download this presentation & continue your education: evolvedigitallabs.com/hcic

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