How to build an integrated customer engagement journey through multiple channels.
You will learn what to consider before launching a multi-channel customer engagement journey, and how to successfully test and adjust your approach and supporting technology to enhance the customer experience.
How to launch and build an integrated customer engagement journey.
How to expand to other markets and scale existing and future journeys.
How to test and optimize your journey.
Building a Successful Physician Email Program to Support Your Multi-Channel S...Therese Lockemy
Learn how Johns Hopkins and DMD work together to target and expand physician reach to deliver an email marketing program that creates awareness of new service lines, augments referrals, and builds and maintains relationships with their target physician audience.
For this project the team created a digital marketing plan for Clukey Chiropractic, a small family clinic located in Milford, Connecticut. The project evaluates the clinic's current digital strategy and provides recommendations to help Clukey Chiropractic develop and implement a holistic strategy across multiple online channels and platforms to achieve desired performance and take the practice to the next level.
Created in 2017 for academic purposes. This presentation provides an overview of the final document.
Building a Successful Physician Email Program to Support Your Multi-Channel S...Therese Lockemy
Learn how Johns Hopkins and DMD work together to target and expand physician reach to deliver an email marketing program that creates awareness of new service lines, augments referrals, and builds and maintains relationships with their target physician audience.
For this project the team created a digital marketing plan for Clukey Chiropractic, a small family clinic located in Milford, Connecticut. The project evaluates the clinic's current digital strategy and provides recommendations to help Clukey Chiropractic develop and implement a holistic strategy across multiple online channels and platforms to achieve desired performance and take the practice to the next level.
Created in 2017 for academic purposes. This presentation provides an overview of the final document.
How to Acquire and Engage Patients With Social MediaPatientPop
How to use strategic social media tactics for patient acquisition, engagement, and brand building. Specifically you'll learn how to create a foolproof social media strategy, which social media platforms to prioritize and tailoring content to each, the 80/20 rule, guidelines for HIPAA-compliant social content and more!
It's important for healthcare communicators to understand how to write for social media. This presentation reviews how to be respectful of patients within our writing, regulatory considerations, how to approach content topics and mix, as well as specifics on writing an effective post and how visuals complement copy. This presentation is focused on writing for social media and does not cover community management, adverse events/reporting or paid social media.
Social Media Measurement Best Practice SeminarAustin Gaule
This Slideshare represents the powerpoint that was used for Jared Troutman's speech on 9/13/2014 at the Omaha Press Club for the Social Media Measurement Best Practice Seminar.
Content Marketing vs. Health CommunicationsErin Norvell
Many private sector organizations are forgoing traditional advertising tactics and turning to “content marketing,” which is the creation and dissemination of high-value content for marketing purposes. As the volume of this content continues to grow online, a tug-of-war is forming between big consumer brands and public health communicators. Competing for the same target audiences, health communications and content marketing are colliding in today’s digital world. View this presentation for examples of how brands are creating high-quality content and driving deep engagement, and learn strategies that health communicators can apply to public health messages.
This presentation was delivered at the NIH Digital Summit in Bethesda, MD on October 19, 2015. A video archive of the event is also available: http://www.nih.gov/news/events/digital-summit.htm
Creating a substance abuse communications strategy on a tight budgetErin Norvell
Substance abuse is a complex public health issue that leaves many of today’s community organizations struggling and overwhelmed. With more Americans dying each year from drug overdoses than motor vehicle crashes, there’s a huge need for policy and communication teams to affect change at the local level. However, too often tight budgets lead to generalized messaging and outreach tactics. While initially appealing, the approach of reaching as many people as possible often lacks the message tailoring strategies needed to elicit behavior change. Developing an effective communication strategy can be challenging for anyone, especially community organizations working with limited planning and implementation budgets.
This presentation is an excerpt of the full training and provides an overview of the key steps in developing a substance abuse communication strategy.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Boost Your Medical Business in New York with These Simple Tips9 series
Starting your private medical practice is an exciting opportunity to take control of your medical career. Unfortunately, it is challenging and complicated. To keep things moving forward in your medical practice, you’ll need a clear and precise plan from the start. This step-by-step tutorial will assist you in establishing your medical practice.
Content Marketing for Healthcare [WEBINAR]Geonetric
The key to a successful content marketing strategy? Stop talking about your organization and start talking about what your audience wants to hear. Content marketing is about creating valuable material that builds your brand in the marketplace. Learn how to develop a content marketing program. We’ll discuss the basics of content marketing, showcase healthcare examples, and highlight how to use it to develop real relationships with your audience.
In this webinar, you’ll learn how to:
Establish a content marketing program
Use content marketing in a healthcare environment to build service line volume
Create content that is truly valuable and gets shared
Go beyond social media as a content marketing strategy
Watch the webinar with audio: http://www.geonetric.com/resources/webinars/2013/content-marketing/
Employee referrals have proven to be one of the top ways for organizations to acquire top talent. Benefits of an Employee Referral Program (ERP)
Whether your organization is tuning up or just beginning to put an employee referral program in place, here are a few important keys to success to help launch and promote your employee referral program (ERP).
How to Acquire and Engage Patients With Social MediaPatientPop
How to use strategic social media tactics for patient acquisition, engagement, and brand building. Specifically you'll learn how to create a foolproof social media strategy, which social media platforms to prioritize and tailoring content to each, the 80/20 rule, guidelines for HIPAA-compliant social content and more!
It's important for healthcare communicators to understand how to write for social media. This presentation reviews how to be respectful of patients within our writing, regulatory considerations, how to approach content topics and mix, as well as specifics on writing an effective post and how visuals complement copy. This presentation is focused on writing for social media and does not cover community management, adverse events/reporting or paid social media.
Social Media Measurement Best Practice SeminarAustin Gaule
This Slideshare represents the powerpoint that was used for Jared Troutman's speech on 9/13/2014 at the Omaha Press Club for the Social Media Measurement Best Practice Seminar.
Content Marketing vs. Health CommunicationsErin Norvell
Many private sector organizations are forgoing traditional advertising tactics and turning to “content marketing,” which is the creation and dissemination of high-value content for marketing purposes. As the volume of this content continues to grow online, a tug-of-war is forming between big consumer brands and public health communicators. Competing for the same target audiences, health communications and content marketing are colliding in today’s digital world. View this presentation for examples of how brands are creating high-quality content and driving deep engagement, and learn strategies that health communicators can apply to public health messages.
This presentation was delivered at the NIH Digital Summit in Bethesda, MD on October 19, 2015. A video archive of the event is also available: http://www.nih.gov/news/events/digital-summit.htm
Creating a substance abuse communications strategy on a tight budgetErin Norvell
Substance abuse is a complex public health issue that leaves many of today’s community organizations struggling and overwhelmed. With more Americans dying each year from drug overdoses than motor vehicle crashes, there’s a huge need for policy and communication teams to affect change at the local level. However, too often tight budgets lead to generalized messaging and outreach tactics. While initially appealing, the approach of reaching as many people as possible often lacks the message tailoring strategies needed to elicit behavior change. Developing an effective communication strategy can be challenging for anyone, especially community organizations working with limited planning and implementation budgets.
This presentation is an excerpt of the full training and provides an overview of the key steps in developing a substance abuse communication strategy.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Boost Your Medical Business in New York with These Simple Tips9 series
Starting your private medical practice is an exciting opportunity to take control of your medical career. Unfortunately, it is challenging and complicated. To keep things moving forward in your medical practice, you’ll need a clear and precise plan from the start. This step-by-step tutorial will assist you in establishing your medical practice.
Content Marketing for Healthcare [WEBINAR]Geonetric
The key to a successful content marketing strategy? Stop talking about your organization and start talking about what your audience wants to hear. Content marketing is about creating valuable material that builds your brand in the marketplace. Learn how to develop a content marketing program. We’ll discuss the basics of content marketing, showcase healthcare examples, and highlight how to use it to develop real relationships with your audience.
In this webinar, you’ll learn how to:
Establish a content marketing program
Use content marketing in a healthcare environment to build service line volume
Create content that is truly valuable and gets shared
Go beyond social media as a content marketing strategy
Watch the webinar with audio: http://www.geonetric.com/resources/webinars/2013/content-marketing/
Employee referrals have proven to be one of the top ways for organizations to acquire top talent. Benefits of an Employee Referral Program (ERP)
Whether your organization is tuning up or just beginning to put an employee referral program in place, here are a few important keys to success to help launch and promote your employee referral program (ERP).
Experience Management for Referring Physicians - WHPRMS ConferenceEndeavor Management
A recent presentation at the WHPRMS Conference on how you can step into the physicians shoes and design an engaging experience to increase referrals and grow advocacy.
Putting Customers at the Center of Your Digital Strategy@chrisboyer LLC
Existing patients, potential patients, family members and doctors use the internet to discover, research, evaluate and decide on their health care options. This poses a challenge for many health systems that are trying to understand and map customer journeys to support their branding, marketing and communication efforts. In this presentation, we'll outline a practical approach to mapping your digital tactics (social, website, CRM, etc) to ensure you are understanding customer's needs and optimizing to support the way they interact with your organization.
[ Smith & Jones Webinar ] 2023 Healthcare Marketing Trend: Leveraging Growth...Overit Media
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.
Online Test, Target and Measurement
The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail.
* Nancy Shaver, Consulting Principal, Experian Marketing Services
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.rockitresults.com
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
The buying process of old times has changed. Marketers need to find new ways to reach the right customers.
Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build continuous relationships with customers.
Lead generation is an effective way to talk to relevant customers at the right time... however, lead generation in the MENA region has over 65% wastage; with tighter budgets, this calls for a more transparent and accountable process while most lead generation/Affiliate marketing work on a spray and pray method with no confirmation of authentic leads.
Thus we are proud to introduce Verify: A complete lead generation process that verifies the lead and understands at what stage of the purchase journey the lead. This means only verified leads will be delivered to the client in order to avoid wastage of time and resources.
*This product is offered to clients directly and to media agencies
How digital marketing is all about targeting the right prospect to facilitate better conversion. How can the right message be delivered to the right audience at the right time.
Leveraging Client Experience to Create Raving FansRich Bracken
Tips on How to Optimize Your Client Engagement in an extremely competitive landscape, how can you develop a strategy of differentiation without battling it out on cost? You deliver an ideal client experience. With the creation of the ultimate client experience, you can separate yourself from the log jam of competitors while also creating a roster of clients who will sing your praises in the marketplace. Through this enhancement, you will also create a culture of pride and positivity in your firm.
In this presentation, Rich will walk the audience through:
-Tips to optimize client engagement
-The identification of current status vs. ideal status of your client experience
-How to implement internal strategies to build a new culture of excellence in your company
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Marketing as a Primary Revenue Driver - Lee Levitt
Learnings and Successes: Multi-channel Customer Journey
1. Learnings and Successes: Multi-channel Customer
Journey
Johns Hopkins Medicine’s Brain Tumor Initiative
Therese Lockemy
Director of Internet Marketing and Social Engagement
Johns Hopkins Medicine
Breana Fischer
Internet Marketing Specialist
Johns Hopkins Medicine
2. Therese Lockemy is the Director of Internet Marketing & Social Engagement, she
works with colleagues and faculty to develop and execute online strategies that help
Johns Hopkins Medicine in meeting their objectives which ladder up to their three-part
mission focused on patient care, research, and education.
Breana Fischer is the Internet Marketing Specialist for Johns Hopkins Medicine. In this
role, she is the primary Marketing Cloud Administrator for the institution, developing
and implementing email campaigns, multi-channel journeys and trainings for
colleagues. She executes strategic paid digital outreach efforts for consumers and
physicians that integrated into personalized communications and journeys with a goals
of driving traffic, appointment requests and email subscriber retention. Outside the
office, you'll find her traveling, making pizza and living by the motto "The best
adventures come from traveling outside of your comfort zone."
Background on Today's Presenters
3. Learnings and Successes: Multi-channel Customer Journey
Attendees Will Learn
• How to launch and build an
integrated customer engagement
journey.
• How to expand to other markets
and scale existing and future
journeys.
• How to test and optimize your
journey.
Overview
Johns Hopkins Medicine wanted to build awareness for its brain tumor
services. In order to do this, it needed to build an
integrated customer engagement journey through multiple channels.
Leaders from Johns Hopkins Medicine will share the value of expanding
its reach across channels and countries as a part of its patient
acquisition strategy. They’ll discuss the alliances needed to launch the
initiative and the stages of an early journey that began as an email drip
campaign and evolved into a multi-channel journey that spanned into
international markets, attracting new patients and awareness for specialty
services.
You’ll learn what to consider before launching a multi-
channel customer engagement journey, and how to successfully test and
adjust your approach and supporting technology to enhance
the customer experience.
4. Campaign Background: Why We Did This
• Had historically ran digital marketing campaigns for brain tumor since 2012, with a goal of
increasing awareness and acquisition of services.
• Launched multi-channel campaign in March 2017 to build awareness and acquisition for brain
tumor services. This campaign included our first journey.
• Proof of concept using a new approach.
Challenges
• Shift to Maryland All Payer Model
• Cap on annual revenue budget in Maryland.
• Insurance barriers
• Tracking of results
• Lack of defined workflows and aligned systems with operations colleagues to enhance overall experience
5. Target Market
• Mid-Atlantic and North-East states
• Those with ability to travel for care
• Those looking for or likely to be interested in brain tumors,
cancer, etc.
CTA's
• Request an appointment
• Download a guide
Measures of Success
• CTR, click-to-call/web form ratio, downloads
• 10 calls per week, with a 2% click-to-call ratio
• 160-230 leads over the course of the 6-month campaign
Campaign Goals
6. Buy-in
• Clinical leadership
• Call center
Alliances Needed to Launch this Initiative
Collaboration
• Market Analysis
• Content team
• Service Line
• Video
• Vendor Partner
11. The Skills Needed to Create & Maintain the Journey
What talent do you have on your team to
manage this journey?
• How our team prepped for this journey
• Trailhead resources
• Vendors to assist with management
Can you work with a trusted partner?
• Initially we worked with a vendor partner to develop
this journey before bringing it to our Marketing
Cloud
• We wanted to bring the project in-house to make
real-time adjustments and review
content/performance in platform
12. Cross Functional Collaboration
Key Players
• Physicians
• Marketing Managers
• Content Team
• Web Developers
• Internet Marketing Team
Content Needed
• Care Guide
• Landing Page
• Emails
• Online Advertisements
13. • Create a Holistic Approach
• What other site integrations can you incorporate the care guide CTAs?
• Learning Point: We should have integrated CTAs on condition pages, department pages and other
various points
• Maintain a Continuous Journey
• This campaign should have longevity, not a set end date
• Create monthly or quarterly reminders to check with key players on the accuracy of information
• Set weekly/monthly reminders to monitor engagement and email performance
What Other Efforts Do You Have in Play?
14. Responding to comments
within 24 hours
Making agents aware and
prepared for questions
surrounding this
campaign
Social Media Monitoring Call Center
Listening to calls on a
weekly basis to ensure
quality and understand
user experience
Call Monitoring
Responsiveness
15. Analytics Tracking & Setting Goals
Google Analytics
• Create standardized nomenclature for all UTM parameters
Decide How to Measure Success
• Awareness and acquisition was our main goal for this campaign
• Our main goals were to measure engagement, lead collection and launch our first in-house journey
How to Assess Performance
• Review open rates and rate of new subscribers each week
• Review the engagement per email
• Review performance of Facebook ads for frequency, engagement and conversion rates
• Review performance of SEM ads for clicks and conversion rates
16. Results
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
0
10
20
30
40
50
60
70
80
90
Quality Over Quantity
Calls Appointments Total Reach/Impressions
Launched with
display, SEM,
social and video
display and
Lessened display, less
weight to brain tumor guide
and more targeted. Sept
removed display
August/Sept, turned all
channels off. Oct-Jan
piloted first in-house
journey, with minimal spend
to search, display and social
At the time of this campaign, we did not have robust tracking capabilities. Calls and leads represented
here were manually pulled and cross-referenced and there is an expected amount of leakage.
17. Results
At the time of this campaign, we did not have robust tracking capabilities. Calls and leads represented
here were manually pulled and cross-referenced and there is an expected amount of leakage.
0
20
40
60
80
100 Source of Leads
Facebook Call Source SEM Call Source Appointments
0
20
40
60
80
100
Guide Downloads and Calls Against Leads
Downloaded Guides Calls Appointments
18. Results
Landing Page
Appointment
60%
Find A Doctor
Appointment
40%
PERCENTAGE OF APPOINTMENTS
MADE BY DESTINATION ASSET
Landing Page Appointment Find A Doctor Appointment
At the time of this campaign, we did not have robust tracking capabilities. Calls and leads represented
here were manually pulled and cross-referenced and there is an expected amount of leakage.
For Condition
Marketed
57%
Not Aligned
with Condition
43%
TARGETING AND OPERATIONS
For Condition Marketed Not Aligned with Condition
20. • Key Takeaways
• Have one CTA per email
• Make wait times shorter
between emails
• Update call center on a monthly
basis to provide feedback on
calls
• Integrate CTAs on website
• Create a QA checklist
Overall Learnings & Scaling Internationally
21. How do we take an acute journey
user and migrate into our overall
communications?
23. Health and Wellness Journey Overview
Foundational Journey
• Highly integrated
• Continuous
• Triggered by implicit and explicit interests and preferences to display personalized information
for services and location.
Health System Journey
24. Increase ability to manage population base by capturing prospective patient information.
• Provide call center agents the ability to see prospect information and campaigns they came through.
• Connect prospect data to patient data.
• Create more personalized experiences and draw patients to the appropriate point of access.
• Build loyalty and experience by providing relevant and timely information.
• Reduce technology debt, by consolidating systems and optimizing workflows
• Build out data model that allows us to understand analytics for acquisition, retention and opportunities
Path Forward
High Level Overview of CRM
Therese:
To provide context, the efforts around brain tumor that we will talk about today do not represent all of our efforts for this service. We've been running digital marketing campaigns around brain tumor since 2012. In March of 2017 we partnered with a vendor that is known for healthcare CRM and journeys to build our first multi-channel campaign that included a journey component. This was a defined scope to show proof of concept for this type of engagement and nurturing, in addition to having all of our data go to a central place to hopefully understand performance in a more trackable way.
Some of the challenges we faced and continue to face was the shift to the Maryland All Payer Model, that put a cap on revenue in Maryland. As an academic medical institution our clinical care supports our research and education arms, so it was important for us to reach outside of Maryland. We already did so as a national brand, but needed to be more intentional about the markets we targeted and the services we were looking to build.
At the start of this and still somewhat a challenge today, but we are making progress, is our ability to track results and understand who is making an appointment.
Another area where there is a lot more conversation today, that didn't exist as much at time of lunch was clearly defined workflows and collaboration with our operations and call center colleagues.
Therese: Due to the unique model in Maryland, we reached outside of our home state and targeted those that would have propensity to travel for care in the mid-Atlantic and north-east states.
Measure of success for us, were some of the vanity level metrics because we didn't have those connections, leads (inclusive of downloads and request an appointment leads) and if possible it would be a bonus in our previous state to understand appointments.
Therese
To define areas of focus our leadership worked with finance, market analysis and clinical leadership. We need to start there to determine where there was access, what services made sense for the organization. We then worked closely with our service line team to look at the latest innovations, what differentiated us and assess previous results. We had to work closely with content and video to produce the assets and the vendor partner to glean insights from what they've learned when running similar efforts.
We then needed to work with our call center to develop a process for when someone submits a form, how could we gather minimum information to reduce abandonment rate and enough for the agent to call the user back, work with them on the call back time and touch based throughout the campaign on what they were seeing.
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Therese
To help orient those on the call today, this is a little bit of what our media mix looked like. We had search engine marketing running, social media, with a focus on Facebook, Programmatic display targeting based off attributes and premium health channels, You Tube pre-roll and display, etc.
Therese
We would then drive them to one of two pages depending on the CTA, either to a page to download a guide or to request an appointment
Therese
If they downloaded a guide, they would receive 3 emails (need to refresh myself on cadence)
Each nurturing email is sent once over six weeks. Each one is separated by two weeks.
Breana
- With launching a journey, we learned that the process isn't simple and there are a few variables to consider
Breana
- The campaign Therese spoke to, it ended and then we took the opportunity to bring it within our platform
Breana
- One of the first things to consider is the content and there are a few questions to ask during the project planning stages:
1. Who are the people that need to be involved with this project? Physicians? Marketing Managers? Web Team? --- There were more people involved with this process since it's a niche condition and making sure you're building enough lead time and the steps of the journey
2. How can you align each person's timeline for the project? What areas can you overlap to create efficiencies? For example, while the e-book is being created, can the web team start working on the form?
3. Include a note of the troubles we faced with getting everything launched in testing
3. What content pieces do you need? And what is the longevity of these content pieces? For example, if you are featuring physicians, ensure that the ones you are highlighting will be at your healthcare institution for a long period of time so you don't have to keep making changes during the setup and post production phases. Ensure a process for if physicians leave.
4. How will you promote the journey? What funds do you have available and how can this be integrated organically and through paid promotions?
Breana
Breana.
Another area to consider for the journey is responsiveness. With the areas you'll be utilizing for the campaign (for ours it was social media and call center as the two primary), it's important to note the following:
- Social Media Monitoring: How are users responding to the ad? Are you receiving positive or negative feedback? Are you testing different images and text after a month or two? What's your frequency with the audience? And ensure all questions are being answered in a timely manner.
- Call Center: Ensure that you have communicated with the call center agents information regarding the campaign, including the launch date and end date, components of the campaign (emails, ads, etc.) and details of the information shared with potential patients.
- QA Calls: We setup call tracking phone numbers and had the opportunity to listen to the calls and hear interactions between potential patients and the call center representatives. It's important to check in on the user experience and ensure they are being supplied the information they are looking for and are being directed to others within the institution if needed.
Breana
You can do all the prep needed, but how are you tracking your success? What are your goals for the campaign?
- Ensure you teams are aligned on nomenclature for tracking alias, UTM strings,
- can track journey builder, want to also see how ads are performing.
- There are so many pieces so standardization of naming convention to bring into a BI tool is important.
- Other measures of success for us were this being a proof of concept of running this in-house, how much time does it take, what are learnings, etc.
Therese
Want to remind everyone that our tracking capabilities were limited, in that we'd have the call tracking info and form data, but would receive manual data-uploads into a secure system that included who made an appointment. This then need to be cross reference using first name, last name and email or first name, last name and phone number.
When we first launched we looked at how to obtain reach in a targeted way. We launched with all of the channels mentioned in the aforementioned slide. What these first few months show is the time that is needed to refine your strategy to learn from the insights and the time that campaigns take to ramp up when using platforms like Google Ad Words.
After reviewing results, we lessened display, moved more weight to the request an appointment CTA and worked on targeting. September, the defined scope ended with our partner and we continued to run just social and SEM, with shifting budget from display to awareness tactics like social. Spikes in reach are due to video social campaigns we ran around brain tumor patient stories, which you can see some correlation between these activities and appointments.
During this time we had been working on bringing the brain tumor journey in house, as Breana spoke to, but because of some of the complexities were not able to launch until October. Our brain tumor campaign ended in August, so by the time we launched this journey that was intended to run with the larger campaign, we had limited dollars. We knew it would still be worth it to pilot this in-house and we have learnings from this that Breana will share with you. This is why you see us go flat with our campaign and then minimal efforts the rest of the year.
Therese
With a focus on launching with a robust multi-channel campaign, at the start we did bring in many leads for the downloadable guide. When we shifted dollars to more request an appointment CTA's, we saw our calls and appointments increase. This does not take into account the trickle down from the guides, as a caregiver or family member may have downloaded and we had no way of connecting this to the actual patient, which is one of the challenges. The guide download gap from October to October was due to the campaign with our vendor ending, us continuing to drive acquisition while we worked on building this in house
Therese
We looked at what assets were visited by appointment. The landing page in this case could be the download guide landing page or the request an appointment landing page. The Find a Doctor is our physician directory. This shows the importance of having multiple assets that meet the patient where they are at.
You can also see what the operational piece is so important. From those that made an appointment 43% wounded up in a department that this campaign was not targeted to.
Breana
- For this three month campaign, we receive more than 1,700 clicks on the ads and 147 conversions
- Average open rate of 28% vs 32%
Breana
After running the campaign for three months, there are a few takeaways that we learned:
1. Having one CTA per email/Shorter emails: By not narrowing the focus of the subscriber, there were multiple clicks to our site, watch a video, etc and not to one CTA for us to channel our efforts
2. Make Wait Times Shorter: Initially, our wait time was up to seven days apart. We tested shortening this and found we receiving a bump in our open rate (overall, approximately 2%) by condensing the wait time.
3. Communication with the Call Center: It's important to check in on a monthly basis with the progress of the campaign. Also, new employees could start and while we want to ensure that they're aware of this campaign as well.
4. Organic Integration: As we mentioned earlier, this journey should not be a siloed effort. Specifically for this one, it's such a niche condition that it's important to consider where we could include CTAs on the site – service line site, physician bios, having physicians in the department promote the guide/landing page
5. Create a QA Checklist: Those items can include: Litmus test emails, checking ads, checking links, ensuring CallRail numbers are flipping – create a custom QA checklist for your team
Breana
Therese
Therese
Pulling from all that we've discussed, we are now working on building out a health and wellness journey that can serve as a stable and consistent foundation to more chronic and acute conditions. This approach use our health and wellness e-news to bring them in and then uses data around which article brought them in, which location and what content are they clicking on in the email to provide personalized communications to them, using implicit and explicit data. Part of our approach is to integrate this with our organic and paid strategies. As Breana mentioned a learning was that we had this very defined, self-contained journey that did not extend to our larger digital ecosystem.
Breast example....better sleep, information about our sleep center.
Therese
Another thing we are working towards which was our most significant challenge. Is the connecting of data. We piloted and learned what it takes to launch a journey, how to set one up and the more technical and creative pieces. Our work ahead lies with enhancing our strategic approach to better target and build our data model and correspond data structure so that we can obtain the 360 degree view.
Therese BI tools and workflows, etc. and hand to Breana to talk about preference center.
What other aspects international expansion and what other challenges occurred with expanding to another country?
Did you experience challenges with operations, such as people not being able to get an appointment or with negative comment on social media?
What do you plan on doing with the subscribers from the Brain Tumor Journey campaign?
How have you navigated working across departments to create an ideal experience for a user?
How do you market niche conditions such as Brain Tumor with Facebook’s increased restrictions and Google’s limitations for retargeting?