Increasing patient volume while improving conversion rates can be challenging and put established acquisition streams at risk. This case study explores how a multi-site, multi-state organization strengthened its marketing program.

1. Patient Acquisition
Case Studies
Increasing patient volume while improving
conversion to patient

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
increase
patient
yield
on
marketing
promotion?
• Solution:
Customize
creative
assets
to
target
highest
converting
behavioral
and
socioeconomic
segments.

4. Executive Summary
• Limited
tactical
program
with
new
programs
increasing
activity,
but
inquiries
not
converting
to
patients
at
same
rate
• 13%
drop
in
average
inquiries
per
practice;
7%
drop
in
average
patients
per
practice
indicating
current
promotional
tactics
acquiring
non-­‐converting
inquiries
• Affluence,
population
density,
youth
and
ethnicity
all
impact
conversion
rates
• Improved
inquiry
to
patient
conversion
rate
500
bps
due
to
acquiring
higher
concentration
of
better
converting
segments

5. Brief History
• Limited
tactical
program
with
new
programs
increasing
activity
but
inquiries
not
converting
to
patients
at
same
rate
• Marketing
promotion
not
aligned
to
target
demographic
profile
resulting
in
an
unknown
mix
of
socioeconomic
segments
• Promotional
tactics
largely
driven
by
field-­‐based
requests
vs.
standardized
national
branding

6. Key Challenges
• 13%
drop
in
average
inquiries
per
practice;
7%
drop
in
average
patients
per
practice
indicating
current
promotional
tactics
acquiring
non-­‐converting
inquiries
• Organization
not
in
favor
of
incremental
spending
on
market
research
and
new
B2C
tactics
• Highest
per
capita
conversion
segments
(inquiry
to
patient)
not
identified
• Required
new
creative
assets
within
6
months
to
leverage
critical
seasonality
window

7. What did our data tell us
• Evaluated
socioeconomic
and
demographic
segment-­‐
specific
conversion
of
recently
acquired
patients
at
zip
code
level
• Affluence,
population
density,
youth
and
ethnicity
all
impact
conversion
rates
• 5X
greater
procedures
per
capita
for
some
segments
36%
35%
30%
27%
30% 30%
0%
10%
20%
30%
40%
High
Society
Upscale
Avenues
Solo Acts Global
Roots
Family
Portrait
Other
Higher
affluent
segments
converted
to
patient
at
a
better
rate
Primary
Target
Secondary
Target

8. Key issues and decision criteria
Objective:
improve
overall
conversion
rate
from
inquiryto
patient
• Data
(e.g.
situation
analysis
and
segmentation)
will
drive
creative
asset
profile
• Updated
traditional
and
digital
assets
must
target/convert
upscale
target
demo
• New
assets
must
appeal
to
B2C
as
well
as
B2B
targets
• Major
tactics
utilized
must
have
a
short
development
time
to
leverage
seasonality
curve

9. New tactical program must improve overall
conversion rate from inquiry to patient
Primary
tactics
selected
Scalable Predictable Reproducible Low
capital
requirement
Time
to
Market
Market research:
situation
analysis
and
segmentation
✓ ✓
New
creative ✓ ✓ ✓
TV
and
radio
ads ✓ ✓ ✓
Significant website
update ✓ ✓ ✓ ✓ ✓
Sales aids
and
related
assets ✓ ✓ ✓ ✓ ✓
Patient
education
materials ✓ ✓ ✓ ✓ ✓

10. Outcome: Improved conversion rate 500 bps due to
higher concentration of better converting segments
• 29%
higher
concentration
of
patients
most
likely
to
convert
to
treatment
vs.
competitors
• Total
inquiries
increased
62%
vs.
baseline 30%$
20%$
40%$
50%$
Progressed(Disease( Milder(Disease(
High$Society$Lifemode$Share$in$Top$
10$Highest$Conver?ng$Segments$
Before(Acquire( A4er(Acquire(