3. Original Marketing Goals
1. Establish new brand image
2. Achieve top of mind awareness Name Change
3. Create preference for ProvPG
4. Increase volume by attracting new patients
5. Increase volume by retaining current patients
6. Increase volume by increasing visits among current patients
9. Branding Campaign
• Phase One: Fourth Quarter 2004
– $70,000 (included color ads)
• Phase Two: First Quarter 2005
– $10,000 (supplemented with new provider ads)
• Phase Three: Third Quarter 2006
– $50,000 (B/W only)
10. New Provider Advertising
• Complement Branding Ads
• 18 new providers
• $3,500-$4,000 budget per provider
• Seattle Times, Herald, + local papers
• Consistent presence January 2005
through today
Cost: $35,000 per year
(incl. photographer plus media placement)
19. Image Direct Mail
• 88,671 total households mailed
– 66,604 non-patients
– 22,678 patients (pre-database build)
• Four mailings in 2005:
– June, August, October, December
• ROI… at least $260,464
(earliest program - tracking started in June 2005)
20. Image Direct Mail
Patient Portion of Mailing:
22,067 mailed
19,826 used services
89.84% utilization rate
Control Group:
1,207 excluded
1,035 used services
85.75% utilization rate
4.09%
904
patients
21. Image Direct Mail
What does this mean?
904 people (additional visits)
$300,464 revenue* (PEMC/ProvPG)
- $40,000 cost of the program
$260,464 post-marketing profit
*based on average PEMC profit margin
22. Image Direct Mail
Non-patient Portion of Mailing:
66,604 mailed
3,832 used services
5.75% utilization rate
Control Group:
3,678 excluded
191 used services
5.19% utilization rate
.56 %
not considered
statistically
significant
25. New Movers Program
Initial Package
1,900 packages mailed per month (averaging)
$1.64 per package (includes postage and mailing list)
$38,000 per year
Follow-up Mailer
1,900 cards mailed per month
$ .64 per mailer (includes postage and mailing list)
$15,000 per year
$53,000 current annual program cost*
*based on number of new movers available
26. New Movers Program
Mailed Group:
16,278 mailed (tracking started in July 2005)
344 used services
2.11% utilization rate
Control Group:
1,654 excluded
29 used services
1.75% utilization rate
.36 %
not considered
statistically
significant
27. Patient Reminder Program
Lifetime Connections:
• Annual screenings and immunizations
reminder cards
• Customizable by age and gender
28. Patient Reminder Program
2,824 packages mailed per month (averaging)
$1.05 per package (includes postage and processing)
$36,000 current annual program cost
(we are under
our estimated
annual cost
of $55,000 )
29. Patient Reminder Program
Mailed Group:
19,291 mailed (tracking started in Oct. 2005)
9,667 used services
50.11% utilization rate
Control Group:
1,077 excluded
538 used services
49.95% utilization rate
.16 %
not considered
statistically
significant
31. Summer Mailer
10,000 mailed in Mid-July 2006
Cost:
$7,000 printing and mailing
$5,000 free ice pack (gift)
$12,000 program cost
ROI data not available yet.
32. Take-Aways
• Even with ROI tools in place, it is hard to measure
Marketing effectiveness
– Cannot measure ROI in all vehicles (advertising, web, collateral)
– Hard to measure patient loyalty/satisfaction/turnover
– CTA not urgent for physician groups… delays in response
• Currently looking at ways to improve CRM programs
(Packaging/Offers)
• NM and LTC programs are intuitively strategic
• Volumes and new patients seem to be climbing
steadily (Marketing efforts?)
• Need to market to remain competitive (TEC)
33. 2007 Plans
• Continue with New Movers Program
– Offer different gifts and test
– Make the mailer more dynamic by location
• Continue Lifetime Connections
– Offer different gifts and test
– Change the criteria to reach more people
– Cross-sell using the ad space
• Continue with Service Promise and
New Provider Ads
36. Budget
ProvPG 2007 Budget Projection -- PRIMARY CARE*
Type Description Itemized Total
CRM** $130,000
LTC Program $55,000
New Movers Program $69,000
New Movers Brochures $6,000
New Providers $22,850
New physician Photographs $2,850
New Physician Advertising $18,000
Sign Changes $2,000
Marketing Other $27,000
Print Print Advertising - Branding $20,000
Merrill Brochures and Collateral $5,000
Misc. Misc. Displays, Banners $2,000
2007 Total $179,850
2006 Total $160,751
37. Number of New Patients
700
900
1100
1300
1500
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