As marketing budgets become tighter, it’s imperative that healthcare marketers are using all the data available to them to make informed, strategic decisions. But getting access to and interpreting all that data isn’t always easy. And even if you do have it, how do you make sense of it? In this webinar, we’ll take a deep dive into our 2023 Healthcare Marketing Trend: Using Data to Fuel Growth. We’ll discuss growth marketing lessons learned from other industries and how to apply these tactics to our own. This webinar will give you a starting place to both launch new initiatives, and improve the campaigns you’re already running.

2. Hi, I’m Paul!

3. Meet the Authors
Katie Sorce Lisa Barone Paul Fahey

4. “Half the money I spend on
advertising is wasted; the trouble
is I don’t know which half”
- John Wanamaker

5. When the Smith & Jones team wrote our Healthcare
Marketing book, Under the Influence, back in 2018, we
reported corporations were only tapping into about 5
percent of their data.
In 2021, Wanamaker’s words still ring true as businesses
struggle to organize and understand the abundance of
data available to them. Now, with a pandemic and even
tighter budgets, it’s time for healthcare organizations to
be able to prove what’s working and what’s not once and
for all.
It’s time to work like a Growth Marketer.

6. Agenda
What steps can healthcare systems and hospitals take to
better use and understand their data? In this webinar you’ll
learn:
• Marketing ≠ Advertising
• What is “growth marketing”
• Why hospitals need to think like lead-gen sales
organizations
• The metrics that matter - top, middle, and bottom-funnel
• Best practices for driving growth in each journey stage
• Tools to create dashboards that trustees will read and
actually understand

7. What is “Growth Marketing”

8. Let’s get on the same page
• Marketing is a broad term that
encompasses all the activities a
company does to promote and sell
its products or services.
• Advertising is a specific tactic within
the larger marketing strategy.

9. Let’s get on the same page
• Marketing focuses on building
relationships with customers and
making sure they know what products
or services your business provides.
• Advertising focuses on getting specific
messages out to your target audience in
order to generate sales.

10. Growth Marketing
Growth marketing is a strategy focused on long-term, sustainable
growth. It combines traditional marketing tactics with data-driven
approaches to drive meaningful results.
The benefits of growth marketing for hospitals and health systems
include increased website visibility, improved website
performance, and increased customer engagement. Additionally,
it can help increase website traffic, leads, and conversions

11. Growth Marketing - Example
Content Marketing
Content marketing is a growth
marketing tactic used to attract and
engage customers by providing
useful, relevant, and valuable
content. For hospitals and health
systems, this could include creating
informative blog posts, eBooks,
whitepapers, and videos about
various health topics.

12. Growth Marketing - Example
Search Engine Optimization
Search engine optimization (SEO) is
another growth marketing tactic
used to improve a website’s visibility
in search engine results. For
hospitals and health systems, this
could include optimizing website
content for relevant keywords,
improving page load times, and
improving website usability.

13. Growth Marketing - Example
Conversion Rate Optimization
Conversion rate optimization (CRO)
is a growth marketing tactic used to
improve the performance of a
website or landing page. For
hospitals and health systems, this
could include testing different page
layouts, testing different call-to-
action buttons, and optimizing form
fields.

14. Marketing as a Revenue
Generating Department

15. Key Challenges
• Increased accountability for return on marketing spend (ROMS, not ROI)
• ”Growth Marketing” brings marketing and IT together
• In the boardroom
• On org charts
• And in the entire digital continuum from ads to enterprise software
• Automated measurement capabilities
• Tools and talent in place?
• Market segmentation for one-to-one patient-centric marketing

16. • Integration of CRM and marketing/communications
funnel
• One-to-one marketing using the health engagement cycle
• Track touch points that lead to new patients
• Return on marketing spend (ROMS), in real time.
• Net revenue per patient is the ultimate goal. Elusive, for
most of us.
A little deeper than 101 level course

17. CRM-Integrated Marketing
with an Emphasis on One-to-One,
Patient Centric Digital Tactics

18. CRM-Integrated Marketing
with an Emphasis on Digital Tactics

19. CRM-Integrated Marketing
with an Emphasis on Digital Tactics

20. Media Shift (esp during/after COVID)
13%
39%
48%
ChangesinTraditional MediaBudgets
Increasing
Decreasing
Remainingabout the same
84%
14%
2%
ChangesinDigital MarketingBudgets
Increasing
Decreasing
Remainingabout the same

21. Benefits
• Greater response rate on marketing initiatives
• Demonstrated ROMS through downstream revenue
of procedures and encounters
• Predictive modeling provides targeted marketing
and one-to-one patient communications
• Revenue growth within current patient base
• Improved patient experience and clinical outcomes
• Improved brand perception

22. Health System CRM Data: 101

23. How it Works
• Growth Marketing Strategy relies on the CRM
• CRM insights help us see buying signals, understand
behavior, and optimize campaign efforts

24. CRM
Know
Your
Patients
Integration
of Data
Sources
Tracking All
Touch Points
Data Driven
Strategies
How it works

25. Lead Generation/Conversion Tracking

26. Integrate and Connect Silos
Growth
Marketing
Strategist

27. Why Patient-Centric Marketing Matters

28. Health Engagement Cycle

29. Patient-centric Targeted Marketing

30. Sample Campaign: Bariatrics

31. Program Objectives: Bariatrics
Identify/engage prospective patients, then assist them through
and shorten the decision- making cycle for considering bariatric surgery.
Advertising
CTA: Information Sessions/Call
Lead generation, capture to CRM, Automation, Retargeting
Educational sessions
Scheduled consultations
Weight loss program

32. Program Objectives: Bariatrics
Facilitate pre and post-surgical education to drive behavior change.
Completion of patient program
Completion of weight loss program
Email open rates, drip email campaigns
Completion of calls to action

33. Program Objectives: Bariatrics
Lead patients to better health outcomes by keeping them “on track” and
engaging them much like a retailer would.
Keeping weight off KPIs

34. Patient Engagement Cycle
• search
• evaluate/plan
• qualify/prepare
• surgery
• follow-up
• behavior change
• success

35. Before and After (and both!)

36. Interactive patient education
and online patient assessment
Mobile enabled experience
from the beginning
Online chat for those with
hesitations
Direct connect for scheduling
appointments
Pre-surgical Engagement

37. Post-surgical Engagement
• Push notifications
• Reminders via SMS
• Micro educational content
• Device integration
• Aligned with clinical protocols

38. Demonstrating ROMS in Realtime

39. Streamline Reporting
• Patients per service line
• Profiles
• Cross-marketing of services
• Patient comm preferences
• Touch points of patients throughout system
• New patients vs. recurring patients
• Procedure targeting
• Claims ($) per patient/procedure, by physician

40. Sample Dashboards

41. Sample Dashboards

42. Sample Dashboards

43. What This Means to You
• Growth Marketing relies on Strategy and Data (CRMs).
• CRM-Integrated Marketing systems of today are a
user- friendly business intelligence system
• Provides data to move the dial on your organization’s
business goals
• Segments your service lines and markets to allow for one-
to- one patient-centric marketing
• Automates measurements
• Ties your marketing tactics to downstream revenue

44. Final Considerations
• Organizational goals
• Service line growth strategies and objectives
• Infrastructure and processes
• Staff training and expertise
• Integrate departments and technologies
• Who to involve
• Marketing
• IT
• C-suite
• Patient experience teams
• Business development
• Service line VPs or directors
• Communications team

45. Questions and Conversation?