Correy Honza and Todd McMurtrey at Healthgrades, will present effective strategies for optimizing the customer journey through drip and nurture campaigns. Learn about a framework for effective testing, approaches to behavioral segmentation, and multi-channel marketing automation. Whether you are using a state-of-the-art platform or scrappy proof-of-concern approach -- walk away with concepts that you can test today. Takeaways: • How to A/B Test in 3D - A/B Testing is not a 'yes' or 'no' exercise. Introducing segmentation adds a 3rd variable that delivers multiple results. • Building the Perfect Segment - Traditional (meta and source data) + Behavioral (next best action) + Personality + Interests • Get a 360 View - Apply multi/omni-channel attributes to understand and speak to your user

1. MASTER
CLASS 5 Ways to Improve Your Drip
and Nurture Campaigns to
Increase the Flow
DENVER, CO ~ MAY 19 - 20, 2022
DIGIMARCONROCKYMOUNTAINS.COM | #DigiMarConRockyMountains
Correy Honza
SR DIRECTOR OF CONSUMER MARKETING
HEALTHGRADES
Todd McMurtrey
DIRECTOR OF MARKETING TECHNOLOGY
HEALTHGRADES

2. Todd McMurtrey
Director of Health System
Marketing @ Healthgrades
@yoTodd
Correy Honza
Sr. Director of Consumer
Marketing @ Healthgrades
@correyhonza
Meet The Speakers

3. What is…

4. For Patients
For Providers
For Hospital/Health
System
For Advertisers

5. 50%
US Visits
Annually
10M+
Patient
Reviews
(New Review
Every Minute)
3M+
Provider
Listings
4.5k
Hospitals
Rated

6. We’re experts in turning people into patients
Should I talk
to a doctor?
CONSUMER
JOURNEY
Which doctor
should I see?
Doctor
visit

7. Should I talk
to a doctor?
We’re experts in turning people into patients
CONSUMER
JOURNEY
Which doctor
should I see?
Doctor
visit
Healtgrades
Objectives
Motivate people
to seek the right
treatment
Connect them
with the right
providers
Guide through
the entire care
journey

8. Drive the Journey
AWARENESS CONSIDERATION DECISION
DISCOVER
What solutions are
available that can solve my
problem?
LEARN
Do these solutions offer
better potential than the
current approach?
INVESTIGATE
Does this solve the specific
problems we are facing
now and in the future?
ENGAGE
What will we ultimately get
out of this solution?
DECIDE
Can I justify this decision?

9. Contract
Our Reality

10. Every campaign is people-based.

11. How are we going to
improve your campaigns?

12. 5 Secrets to Funnel Conversion
Self
Determination
Strategic
Testing
Traditional
Segmentation
&
Behavioral
Segmentation
Automation
/ Scoring

13. POLL
How many of you are
currently running drip
campaigns?
Who’s happy with their
engagement results?

14. Why we use Drip/Nurture Campaigns
Continue the conversation -
Help move users/leads
through the funnel and
prepare them for conversion.
According to HubSpot,
Generating Traffic & Leads is
the top marketing challenge.

15. Rules of Engagement
BE relevant,
top-of-mind and timely
DON’T BE annoying,
disconnected and creepy
DON’T assume, but test

16. Early Campaign
Wins
Traditional Segmentation

17. Traditional Segmentation – Let your users help you
Listen & take queues from your audience. The path
to least resistances always benefits you and your
users.
●Use Meta-Data on Sign-Up forms
(page name/url, article, product, etc…)
●Source
(review, sign-up, coupon, event, affiliate/3rd party, etc.)

18. Healthy Living News
35 Newsletter Segments

19. Traditional Segmentation Results
Matching Images to Gender
• 10% - 20% Click Through Rate
Matching Images to Age
• >25% Click Through Rate
Matching to Interest;
• Increased monthly traffic from
newsletters by x10 (within first 3 months)

20. 400%
Increase in
Sign-Ups

21. 400%
Increase in
Sing-Ups

22. Being Relevant Matters
Increase
350%
Open Rate
on Specialty
x18
CRM Based
Traffic
160%
Increase in
Click Through
Rate on
Specialty

23. Strategic
Testing

24. ALL ___ ARE ___

25. ALL visitors to my website
ARE more likely to click on
pictures of kittens and green
colored buttons

26. A B
WIN A FREE VACATION

27. Your A/B Testing Must Always:
A. Have aligned KPIs
B. Respect individual preferences
C. Inform future action

28. A/B Testing is Bad
B
A
12%
10%

29. 12%
10%
A/B Testing is Bad (sort of)

30. 12%
10% 8%
A/B Testing is Bad (sort of)

31. 12%
10% 8%
0%
Why?
A/B Testing is Bad (sort of)

32. WHICH CTA WON?

34. Segmentation + A/B Testing is Better
10%
25% 15% 20%
30%

35. Segmentation + A/B Testing is Better
10%
25% 15% 20%
30%
Default
Interest Age Returning
Gender

37. Segmentation + A/B Testing is Better
10%
25% 15% 20%
30%
Default &
Unknown
Marketing
Manager
Office
Manager
CMO & VP
Marketing
Director

38. Behavioral
Segmentation

39. ●Engagement Activity (device, STO, etc.)
●Site Activity (topics, site areas, polls, shares, etc.)
●Conversion / Lack of Conversion (actions & triggers)
●Social Insights (3rd party services)
●Multi-Channel Engagement (users assigned to multiple
funnels)
Behavioral Segments = Next Action

40. Wait
1 Week
Wait
1 Week
Wait
1 Week
Wa
1 We
Default Next Action:

41. Batch and Blast
Industrial Edition

42. Retail Jeweler
Holiday Campaign
– Behavioral
Segmentation

43. Value Segmentation
W1 – Holiday Email 1A
(MON)
Introduce Campaign
W2 – Holiday Email 2A
(MON)
HIGH END
Tahitian Pearls
Blog about Tahitian Pearls
W2 – Holiday Email 2B
Follow-Up/Non-Openers
2A
(MON/THR)
VALUE
Campaign pearls & silver
M M
W3 – Holiday Email 3A
(MON)
Silver/ Sapphire
Sol Earrings
W3 – Holiday Email 3B
(WED)
Necklaces – Campaign
Blog - Video How to Layer
M
W4 – Holiday Email 4A
Cyber Week
5AM LOCAL (MON)
Diamond Campaign -
three pendants
Gemstone Campaign
Pieces
W4 – Holiday Email 4B
(WED)
Diamond w/ pricing
Gemstone campaign
W1 – Holiday Email 1B
Follow-Up/Openers of 1A
(THR)
Dynamic Content based on
clicks
W3 - Email 3D
(SAT)
(Non-open 3B or 3C)
Creative is the same as
3B with new subject
line.
No
Clic
k
W3 – Holiday Black Friday
Values 3C
(THR) – THXGVNG
$100 Items
$100 gifts by category
W4 – Holiday Email 4C
Men’s Accessories
(SAT)
Diamond cufflinks,
diamond money clip and
diamond tie-clip
Fun Men's Styles
T
T
M
T
T
M
M
M
M Multiple Gender Audience (Male,
Female)
T Targeted
Audience
WEEK
1
WEEK 2
High End vs
Value
WEEK
3
THXGNVG
WEEK
4
CYBER
WEEK 5+
T
NOTE: Purchase mutes campaign until following
week
Retail Jeweler Holiday Campaign

44. “Next Best Action”
Next Step in Traditional Segmentation

45. You Might Be Interest Scoring Model Results
● 150,000 Participants
• 6 “not interested”
● 50% Open Rates
• 40%-50% Click Rates
● 7.6 Million Touch Points
• +35% appointment rate
● $750,000 in 3 months

46. You Might Be Interest Scoring Model

47. Age
Gender
Income
Employment Status and Type
Education Level
Coverage/Payer Type
Marital Status
Live Alone
Interest in Nutrition and Diet
New Child
New Mover
Race Mix in Neighborhood
Languages in Neighborhood
Home Values in Neighborhood
Chronic Conditions
Encounters by in/out/ED
Recency/Frequency by Service Line
Personal History of smoking/drug/alcohol
Family History of chronic conditions
Age
Gender
Income
Employment Status and Type
Education Level
Coverage/Payer Type
Marital Status
Live Alone
Interest in Nutrition and Diet
New Child
New Mover
Race Mix in Neighborhood
Languages in Neighborhood
Home Values in Neighborhood
Chronic Conditions
Encounters by in/out/ED
Recency/Frequency by Service Line
Personal History of smoking/drug/alcohol
Family History of chronic conditions
Demographics
Economic Status
Education
Health Care Options
Lifestyle
Meaningful Events
Neighborhood
Medical History
Personal/Family History
Basic Demographics
Social Determinants
Clinical

48. INITIATE
Open the door for
more engagement
ENGAGE
Is the person ready to
move forward now?
EVALUATE
Does this person
qualify under the
scoring model
INVEST
Are we willing to help
move this forward?
Testing Model

49. Persona Framework
Customer Interest
Demographics
Company
Modeled Success
Functional Attributes
Message Targeting
Modeled Interest
Modeled need for services
Decision Process Attributes
Customer requests information or expresses
interest in a topic
Firmagraphics
Company attributes
Tags
Buyer Role
Familiarity with Healthgrades
Current engagement with existing profile(s)
Engagement Level
Decision Drivers
Tags
Job Role
Common Titles
Buying Center / Department
Seniority
Tags
Company size
Company locations
Revenue
# of relevant roles
Decision complexity
Tags
High probability of success
High conversion speed
Low implementation complexity
John Smith

50. Behavioral
Segmentation
+ Personality

51. ● Introverted or Extroverted
● Sensing or Intuitive
● Thinking or Feeling
● Judging or Perceiving
Behavioral + Personality

52. Social Insights; Know how your customers think.
SOURCE: Sorter
Personality Segments

53. Self
Determination

54. Self Determination
1
3
2
4
CONTENT

55. It’s not
Just who
you are,
but what
you want
that
matters.

56. Self Determination
1
3
2
4
CONTENT

57. Self Determination
1
3
2
4
CONTENT
Content & Landing Page
Content & Landing Page
Content & Landing Page
Content & Landing Page

58. 1
3
2
4
CONTENT Content & Landing Page
Content & Landing Page
Content & Landing Page
Content & Landing Page
INTEREST
PROFILE
&
ENGAGEMENT
SCORE

60. Segmentation + A/B Testing is Better
Office
Manager
Marketing
Manager
CMO & VP Default &
Unknown
Marketing
Director

61. Segmentation + Testing + Self Determination
CMO & VP

62. CMO & VP
1 3
2 4
Segmentation + Testing + Self Determination

63. The Future…

64. Channel Silos

65. Channels Unite

66. 5 Secrets to Funnel Conversion
Self
Determination
Strategic
Testing
Traditional
Segmentation
&
Behavioral
Segmentation
Automation
/ Scoring

67. Todd McMurtrey
Director of Health System
Marketing @ Healthgrades
tmcmurtrey@healthgrades.com
@yoTodd
Correy Honza
Sr. Director of Consumer
Marketing @ Healthgrades
chonza@healthgrades.com
@correyhonza
Meet The Speakers

68. Questions?