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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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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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