The November 2012 Nashville AMA Health Care SIG heard from three health care marketers on the value of analytics in their work. Paula Milam moderated the panel: Fred Menko, AVP of Marketing Communications at Amsurg; Merry Beth Ward, health care marketing consultant; and Lee Weinreb, VP of Strategic Communications and Program Development at Care to Care.

1. Healthcare Marketing Analytics:
The Good, the Bad and the Ugly
NASHVILLE CHAPTER
AMERICAN MARKETING ASSOCIATION

2. Today’s guests:
Fred Menko, AVP, Marketing Communications at AmSurg
Merry Beth Ward, Health Care Marketing Consultant/former
Director of Marketing HealthSpring
Lee M. Weinreb, Vice President of Strategic Communications
& Program Development at Care to Care LLC
Moderator – Paula Milam, Chief Strategist, TruStar Marketing,
http://www.trustarmarketing.com

3. Tracking campaign results
Fred Menko, AVP, Marketing Communications

4. What does AmSurg do?
Partner with Physicians to Improve, Adapt and Grow
• Acquire and develop ambulatory surgery centers
• Our model:
o We own 51% but management decisions are made 50/50
o So every center is unique
Marketing is a relatively new function
• Building in justification is part of our marketing culture
o There is always skepticism
• Spend more time figuring out tracking than messaging
Legal limitations
• Direct Access Colonoscopy
• Nearly everything else requires practice participation
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5. Consumer Marketing Conversion
Website Direct Digital
phone calls Mail Leads
Everyone 100% 100% 100%
Responses 25% 35% 100%
Schedule 54% 54% 54%
Procedure 80% 80% 80%
Ultimately the Metric that matters is ROI
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6. An Example: Direct Mail
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7. An Example: Direct Mail
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8. An Example: Direct Mail
Campaign Response Rate ROI
No Butts 0.70% 427%
Heart Your Colon 0.17% 32%
No Better Test,
0.56% 280%
No Better Time
End of Year 0.63% 372%
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9. Another Example:
Appt. Requests Lead Funnels
WebAdvantage Funnel SCCN Funnel
13,116 page views 351 page views
94.2%* 82.9%*
Drop Out Drop Out
Potential 1,483
procedures
759 appt. requests 60 appt. requests
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*Based on 2012 May-July data

10. An Example: Search Engine Marketing
Old Town:
$1.88 CPC
10 appointments
Central Park:
$1.72 CPC
1 appointment
Redbird:
$2.00 CPC
1 appointment
North Richland Hills: Park Ventura
$2.30 CPC $1.87 CPC
0 appointment 0 appointment
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11. NAMA SIG
Marketing
Analytics
Merry Beth Ward
11/28/2012

12. Senior Age Segment
 Direct Mail…It Still Works
 BRC vs. Phone
 Testing: Offer, Creative, Timeliness
 Traditional Media…It Still Works Too
 Smaller City/Town Papers
 New Markets/Branding
 Drive Attendance, Not Direct Leads
 Online Presence…Age Matters
 Adaptability
 People 65 Are Different Than People 75
(20 year olds are different from 30 year olds)

13. How Do You Know?
 What is happening in the market?
 Test, Test, Then Test Again
 How Do You Test
 Don’t Forget to Analyze the Results & Sales
 CPR, CPL, CPS
 How is it changing?
 Social Media and Online Presence
 Competition = Lots of Noise

14. Word Of Mouth = Confidence
 Greatest Generation vs. Baby Boomers
 No Early Adopters
 Healthcare is NOT an iPhone
 PeopleTalk and People Listen
 Happy Customer = More Customers

15. What is Next?
 BetterMetrics/Analytical Systems
 Research Before Leaping
 Agencies
 Online/Social Media

16. Lee M. Weinreb
Care to Care

17. Measure for Measure
November 2012
Targeting Measures that Matter
in Healthcare B2B Marketing
Lee M. Weinreb
VP, Strategic Communications
& Program Development
Care to Care

18. What Matters: Revenue is King
$XXXMM in Gross/Net/RR Revenue
 Qualified Leads
 Meaningful Engagement
 High Close Ratios

19. Challenge: 12- to 18-Month Sales Cycle
Decision Filter Key Drivers
 Brand Reputation  Timing/Interval
 Messaging/Format  Sales Follow Up/Interaction
I Know You – Awareness/Education
I Like You – Informational
I Trust You – Consultative
I’ll Consider You
I’ll Buy
From
You

20. Goal: Shorten the Sales Cycle
Market Challenges
 12-18 month sales cycle
360o
 Key market 90% saturated
 Prospect pool limited to 500
 <1500 decision-makers
Buyer Sphere
 C-Suite, highly sophisticated of
“Industry Lifers”
Vulnerability
 Paralyzed by Healthcare Reform

21. Driving Targets through the Decision Filter
Industry Intelligence & Timely, Meaningful Content
Suspect
You caught my attention (open/booth visit)
Prospect
I’ll see/hear what you have to say (click/download)
Lead
Let’s talk (call/meeting)
Proponent
RFP/Data/Presentation
Champion

22. The Prospecting Engine that Delivers
Prospect Lists
Develop/refine
Events/3rd Party Competitor/Prospect
Distribution Intelligence
Content Engine/ Profiling/Relationship
Management Campaign Mapping
Meaningful
Metrics/ROI
Engagement
SalesForce
Integration
Auto Updates Increased Pullthrough Expanded
Content/Prospect Contacts/Alliances
PR/Social Calendar of
Networking Engagement
Sales Triggers

23. Profiling/Relationship Mapping
Opponent
Proponent
CEO Neutral
Unknown
COO CFO
CMO
Key Decision
Maker
Network/ VP of
Provider Quality
Relations
External
Strategic Medical
Alliance Director
(Medical)

24. Predictive Marketing
Triggers Right Triggers:
Predict a 400%
Greater Probability
to Purchase
Influencers
Profiling
Prospec
Experiences Prospects Relationships
ts
News/Data

25. Healthcare Marketing Analytics:
The Good, the Bad and the Ugly
Discussion
NASHVILLE CHAPTER
AMERICAN MARKETING ASSOCIATION