2. Overview
• Company
is
a
multi-‐state,
multi-‐site
medical
provider
• Large
potential
patient
population
with
only
a
small
percentage
seeking
treatment
• Medical
condition
a
good
fit
with
consumer
marketing
principles:
self-‐
identifiable,
treatment
is
safe
and
well
tolerated,
procedures
are
reimbursed
• Market
is
highly
fragmented
with
diverse
competitors
per
metro
area;
competitive
promotion
is
similar
and
lackluster
• Opportunity
to
implement
sophisticated
marketing
program
to
increase
inquiry
volume
and
patient
yield
• Outcome
was
an
increase
in
the
financial
performance
and
market
position
of
the
company
3. Problem and Solution
• Problem:
How
to
control
patient
acquisition
costs
which
are
escalating
to
the
point
of
diminishing
return?
• Solution:
Increase
more
efficient
digitally-‐based
patient
acquisition
to
lower
total
patient
acquisition
cost.
4. Executive Summary
• Early
entrant
in
extensive
utilization
of
traditional
media
(e.g.
TV/radio)
for
patient
acquisition
• Competitors
imitated,
decreasing
share
of
voice
and
increasing
acquisition
costs
• Traditional
media
cost
per
consult
higher
but
driving
greater
volume
• Tactical
update
must
lower
acquisition
cost
while increasing
patient
volume
• Increased
digitally-‐acquired
inquiries
by
82%;
decreased
acquisition
cost
by
18%
5. Brief History
• Early
entrant
in
extensive
utilization
of
traditional
media
(e.g.
TV/radio)
for
patient
acquisition
• Demonstrated
significant
early
returns,
positioning
company
as
national
leader
• Competitors
imitated,
decreasing
share
of
voice
(SOV)
and
increasing
acquisition
costs
• Needed
to
identify
scalable
and
predicable
alternative
to
supplement
to
traditional
media
promotion
6. Key Challenges
• Share
of
voice
decreasing
due
to
intense
fragmented
competition
• Very
low
cost
of
entry
to
digital
promotion
• High
organic
search
(SEO)
ranking
challenging
due
to
changing
Google
algorithms
toward
social
and
video
• Increasing
penetration
of
mobile
search;
current
website
not
mobile
optimized
• Traditional
media
driving
the
highest
volume
of
leads
and
works
in
conjunction
with
digital
promotion
Share&of&Voice&Decreasing&in&
Major&Markets
0%#
10%#
20%#
30%#
40%#
50%#
60%#
70%#
80%#
90%#
Atlanta# Chicago# Philadelphia#
2011# 2012# 2013#
Market'A Market'B Market'C
7. Financial Performance
• Escalating
acquisition
costs
due
to
increased
competitive
pressure
• Traditional
media
cost
per
consult
higher
but
driving
greater
volume
than
other
tactics
• Reimbursement
decreasing
on
key
CPT
codes
putting
additional
pressure
on
acquisition
cost
Average'Cost'Per'Consult'($'per)'
Total'Annual'Spend'($'Millions)'
Spend'Efficiency'
Sales&Rep&
TV&
Radio&
Magzaines&
Digital&
Facebook&
Period'1'
Period'2'
Total&Annual&Spend
8. What did our data tell us
• Core
demographic
– Increasing
consumption
of
digital
media;
skewing
heavier
toward
social
media
– Most
likely
to
go
online
to
learn
more
about
their
condition
• Strong
digital
spend
correlation
with
inquiry
generation
• SEM
and
Facebook
were
the
most
cost
effective
promotions
(highest
indexed
effectiveness)
• Over
50%
of
patients
accessed
website
via
mobile
device
9. Key Issues and Decision Criteria
Objective:
Tactical
update
must
lower
acquisition
cost
while increasing
patient
volume
• Need
to
decrease
traditional
media
spend
on
a
per
market
basis
• Digital
programs
must
compensate
for
decreased
traditional
media
spend
per
market
• Need
to
ensure
acquisition
process
is
as
simple
as
possible
due
to
high
competition
• Need
multiple
levers
of
tactics
from
immediate
implementation
to
strategic
investment
• Meaningful
scale
required
10. Tactical objective is to decrease acquisition
cost while increasing volume
Primary
digital
tactics
selected
Scalable Predictable Reproducible Low
capital
requirement
Time
to
Market
New
responsive
design
website
✓ ✓ ✓
Optimization of
website ✓ ✓
Display
ads
with
dynamic
creative
✓ ✓ ✓ ✓ ✓
Facebook: ads,
Exchange,
retargeting
✓ ✓ ✓ ✓ ✓
SEM
campaign
updates ✓ ✓ ✓ ✓ ✓
Expansion
of
social
promotion
incl.
blogs,
etc.
✓ ✓ ✓ ✓
11. Outcome: combination of all digital channels had
a dramatic impact on patient acquisition cost
• Increased
digitally-‐
acquired
inquiries
by
82%
• Webform
consult
requests
surging
to
50%
of
total
inquires
• Sustained
conversion
rate
from
inquiry
to
patient
• Decreased
acquisition
cost
by
18%
0"
5000"
10000"
15000"
20000"
25000"
30000"
35000"
"440""
"450""
"460""
"470""
"480""
"490""
"500""
"510""
"520""
"530""
2011" 2012" 2013" 2014"
Total&Inquiries&
Inquiries&per&Prac2ce&
Inquiry&Genera2on&
inq"/"prac4ce" total"inq"
Average'Cost'Per'Consult'($'Per)'
Total'Annual'Spend'($'Millions)'
Spend'Efficiency'
Sales&Reps&
TV'
Digital'
Facebook&
Total&Annual&Spend
