Finding your Organization’s Digital Pulse: Leveraging Your Web Site as a Business Tool
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Finding Your Organization’s Digital Puls
Transcript of Finding your Organization’s Digital Pulse: Leveraging Your Web Site as a Business Tool
Finding Your Organization’s Digital Pulse
#HCICDigitalPulse
Download This Presentation: evolvedigitallabs.com/hcic
The Setup1
4
We are #1!!!
Evolve Digital Labs performed audits on over 100 hospital & health system websites…..
Excellent Digital Products
Patient Centric
Excellent Digital Marketing
Digital Presence
X Axis = Website Operations
Y Axis = Digital Reach
Patient Centric
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But we only get 1%.......
99%
1%
Budget
EverythingMarComm
But how do you spend your 1%invest
Improve Web RankingsImprove your ability to provide the solution to your primary customer's
need.
Increase Qualified TrafficIncrease quality traffic by creating
content that uses the right audience’s language.
Reach Financial GoalsAcquire customers profitably through website optimization.
Increase Profitability Online
Understand the opportunity that exists and the cost of that
opportunity.
Integrate and Align Departments
Communicate business goals throughout the organization.
Validate Business GoalsUse data to gauge your online
opportunity for growth.
Website Outcomes
Business Outcomes
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Learn Your Market &Set Your Goals2
The Traditional Path to Treatment
stimulus first moment of
truth
second moment of
truth
Online is Changing that Path
2000: 46% of American adults are online
25% of this group has looked for health information online
2013: 83% of American adults are online
72% of this group has looked for health information online
Comprised Primarily of Symptoms and Conditions
19%
37%
39%
6%
Brandede.g. [hospital branded term]
Symptoms or departments
e.g. sore throat, pediatrics Conditions or diseasese.g. arthritis, cancer
Treatments or procedures
e.g. chemotherapy, dialysis
Source:: 2012 Google/Compete Hospital Study
Patients used nearly
4k unique patient paths
in the search engines
The top 20 paths
made
65% of all patient
paths
Source:: 2012 Google/Compete Hospital Study
# of Opportuniti
es /MoTrue Market Opportunity
Define a True Marketplace
Total Market Opportunity
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Sales
Leads
Assumptions Most Campaigns are Run With
Clicks
Impressions
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Clicks
Impressions
Sales
Total Leads
Success in Digital Looks Different
WhatDrivesROI
New Model
Old Model
Revenue# of Customers * Customer Value
Acquisition Rate:% of Leads to Customers
= CRM
Leads:# of Offered Leads - CRM
Conversion Rate:% of Visitors that Engage
on-site - Analytics
Visitors:# of Visitors
Analytics
Impressions Channel
Impressions
Avg. PositionPosition of Message
CTRClicks /
Impressions
Develop Target KPIs
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Not From a Book
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• Making the concepts a reality
• Insert beginning of killer video montage
What You Do
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Creating A Common Language Might Be The Most Important
Change.
Common Language Helps Manage Expectations
Clear Strategy For Department
Return On Investment
Clear Direction For Channel Strategy & Tactics
Return On Effort
Doers Signature
Managing Expectations
Why
How
What
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Framework3
“People don’t want to buy a quarter-inch drill. They buy a quarter inch hole.”
A quote refined by Theodore Levitt.
Channel Website
Only Two Types of Digital Projects
Are we sending them to the right place?
Are we providing the correct experience?
Do we target the right place?
Do I have the right message?
# of Customers
% of Leads to
Customers
# of Leads - CRM
% of Visitors that Engage
on-site
# of Visitors
Impressions
Position of
Message
Clicks / Impression
s
Locate the Campaign Inefficiency
Channel
Website
Hospital
What is the quality of traffic?
Impressions
CTR
Channel Goals
+
+
--
What is the quality of traffic?
Conversion Rate
Acquisition Rate
+
+
--
Website Goals
Start Goal
Focused Sprint:
Improving the performance of a specific page or keyword group
Failure is ok on short scales
What can your team do?
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Social Search Analytics Email On-Site
Design
Develop
Write
ApplicationKnowledge
Digital Knowledge - Skills - Ability
StrongCapability
Moderate Capability
LowCapability
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Social Search Analytics Email On-Site
Design
Develop
Write
ApplicationKnowledge
Digital Knowledge - Skills - Ability
StrongCapability
Moderate Capability
LowCapability
In-house Vendor
Social
Search Engine Marketing
Analytics
On-Site
Start building these expertise in-house ASAP
Leverage outside help
Where should I start with my team?
Decision & Information Hierarchy
Buzz &Sentiment
Conversion Optimization
InboundTraffic
PREventsSocialBlog
SEOPPCContent
EmailUXWebinar
Digital Team Challenges Hierarchy
Keyword
Page
Page
Keyword
Page
Keyword
Page
Keyword
Evaluate Opportunity
what can we fix that supports
business goals & online opportunity
Select Term, Page,
Audience
Execute
if we improve the performance by x,
y will happen
create and push improved
information live
I need to find a doctor
I’m writing a blog post
on selecting a doctor
& use twitter to
share.
I’m creating a downloadable checklist & for site visitors
I’m creating series of emails on how build a
healthy relationship with
your doctor
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Access to Information
Campaign & Market Analytics
Project & Time Management
CRM
Doers & Signatures
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Growth4
15 New Patients*$15,000.00
Acquisition Rate:% of Leads to Customers
= CRM
Leads:# of Offered Leads - CRM
Conversion Rate:% of Visitors that Engage
on-site - Analytics
Visitors:# of Visitors
Analytics
Impressions Channel
Impressions
Avg. PositionPosition of Message
CTRClicks /
Impressions
Online Campaign 30- Day Goal
1 in 4 women have researched their pregnancy online
77%Said expert online advice influenced
their health decisions
16%Have
communicated with their healthcare provider online
55%Tracked their
pregnancy online
40%Connected with other expectant parents on
health topics
Source: BabyCenter “2013 Dr. Mom Report,” Nov. 8, 2013.
Meet mom-to-be Kelly
Pregnant at advanced maternal age
At first prenatal doctor’s visit learns that she has greater risk factors because of ageAfter appointment, starts to research hospitals that best meet her needs
Reach Kelly when she’s searching for you
Your Hospital’s Ad Here
Reach Kelly while she is researching
Your Hospital’s Ad Here
Your Hospital’sAd Here
Reach Kelly when she is engaging with video
Your Hospital’s Ad Here
6 New Patients
Acquisition Rate:20%
Leads:# 30
Conversion Rate:3%
Visitors:1,000
Impressions10,000
Avg. Position3.1
CTR1%
Online Campaign 14 Days In
Channel Website
Someone Strategic Decides: “Which of the two?”
Can we build a better landing page?
Can we make it easier to become a patient?
Can we get more impressions?
Can we get a better ctr?
KeywordPage
Page
Keyword
Page
Keyword
Page
Keyword
Evaluate Opportunity
what can we fix that supports
business goals & online opportunity
Select Term, Page,
Audience
Execute
if we improve the performance by x,
y will happen
create and push improved
information live
Case Study
Driving 46% More
Online Leads
Nationally renowned Infertility Center –
specializing in a narrow set of
procedures, seeing drop-off in online
leads.
What is happening in the campaign?
What is happening on the website?
What is happening to the financials?
1 2 3
Understand Patient & Client Needs
Pay Less for Better Leads
1. Customer segmentation
2. Use more data
3. Redistribute media investment
Customer Segmentation by What They Search
Procedure Procedure + Cost
Procedure + Location Procedure + Brand
Clicks 20,000 10,000
Cost per Click $1.00 $2.50
Total Cost $20,000 $25,000
Conversions 1,000 1,750
Cost/Conversion $20 $14.29
Revenue $100,000 $175,000
Same Service LineCampaign A
Campaign B
We Need More Than Channel Data
Clicks 20,000 10,000
Cost per Click $1.00 $2.50
Total Cost $20,000 $25,000
Leads 1,000 1,750
Cost/Lead $20 $14.29
Same Service LineCampaign A
Campaign B
We Need More Than On-Site Data
Clicks 20,000 10,000
Cost per Click $1.00 $2.50
Total Cost $20,000 $25,000
Leads 1,000 1,750
Cost/Lead $20 $14.29
Revenue $325,000 $240,000
Same Service LineCampaign A
Campaign B
Without Financial
Customer Segmentation by On-Site Behavior
Procedure Procedure + Cost
Procedure + Location Procedure + Brand
Additional
Campaign
Optimization
Robust Lead Nurturing
Site Visitor
“Converts” Into Lead
Data Collectio
n
Information Packet
Sent to Lead
In-Office Visit
Scheduled
In-Office Visit Not Schedule
d
Surgery Schedule
dFeed Outcomes into
CRM
Feed Outcomes into CRM
Number of Like-Facilities by State
1
<=3
<=5
>5
Cost per Lead by State
$
$$
$$$
$$$$
1. Lower cost per lead through better
targeting
2. Based on data generated by
campaign, deliver relevant content
to most valuable customer
segments
• 46% increase in Online Leads
• 25% decrease in Cost Per Lead
• 30% increase in Conversion Rate
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