how to thrive with smarter marketing

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How to Thrivewith Smarter MarketingHealthcare Internet Conference

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Competitive Marketplace

5,723 Hospitals in the US*

28 Acute Care Hospitals in Connecticut. **

Source: *American Hospital Association; ** Connecticut Hospital Association

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Competitive Marketplace

• Academic and researchpowerhouse within market

• Increase in acquisitions acrossthe state

• National partnerships with localHealthcare systems

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Imperative: Smarter Spending

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COMPETITION

Imperative: Break thru the Clutter

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Service LineMarketing thatSupports theBranding &

DrivesProcedures

Using all themarketingtools at theright time

Understandingcorrelationbetween

marketing andprocedure data

Testing andRefining

Creative thatdrives

awareness

Putting Consumer at the Center

Use data, not emotion• Perception/Awareness/Brand Tracking Data

• Ticker data: National Research Corporation

• Web site and media efficacy data• Google Analytics, MediaMind, Publishers

• Market share data• Connecticut Hospital Association

• Procedural data• Business Informatics team - internal

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SMARTER BRANDING

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STEP #1

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OUR INSIGHT: Consumers love MiddlesexHospital. We provide great care. But, theydon’t trust us yet with complex care.

But why? We KNOW we have top surgeons,leading edge technology, strong outcomes.

Consumers did not know what we know.

Middlesex Hospital / Brand Identity

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We identified 3 key equities tothe Middlesex Hospital brand.

Equity A

• Stakeholder meetings• Focus groups• Consumer and

competitive research

Equity B

Equity C

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Next, we dimensionalizedthose equities by seeingwhich qualities orattributes make them real.

Middlesex Hospital / Brand Identity

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Outcome

The combination of thosekey territories andequities provides theownable positioning:

SMARTER CARE

Middlesex Hospital / Brand Identity

With a clear definition of the core quality for the brand, we crafted a tagline thatencompasses that key equity and makes it understandable to the target audience.For Middlesex Hospital, this led to:

The Smarter Choice for Care

Middlesex Hospital / Tagline

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Brandingconsistent with

paid media

Brandingconsistent with

paid media

Quick links to keyservice lines

Quick links to keyservice lines

Easy accessto Find aPhysician

Easy accessto Find aPhysician

Ad Recall Affects Brand Image

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Ad Recall

Brand Image

Correlation = .81

Source: Ticker Data

New brandlaunch

Six Months After Launch….• Web traffic increased by 12%• Service line visits reached 28% of total visits – a 8%

increase

• Best Overall Quality: 66% increase, competing hospitalsdown or flat over same timeframe

• Best Doctors: 39% increase, competition down or flat• Best Image/Reputation: 37% increase• Latest Technology & Equipment: 40% increase• Most Preferred for all Health Needs: 52% increase

Source: National Research Corporation: Reflects Six Months prior before vs after Smarter Choice ad campaign launched. Google Analytics.

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Brand Image/Rep

Latest Tech

CC Preference

New brandlaunch

Brand Image Correlates Stronglywith Technology

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Source: Ticker Data

Correlation b/t image/techand tech/cc = 0.8

Pulled CC TV creative

Cancer centercampaign

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1+1=3STEP #2

Service Lines Lifting the Brand

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Creative Synergy

Integrated with purpose –to drive procedures

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Paid Search

Search Engine Optimization

Outdoor

Social Ads

Print

Online Display

Goals:

Drive lower funnelactivity on web site

Drive proceduresand market share

Mobile Display

Media pulses support websiteactivity and search efficiency

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Total Website Visits

Source: Google Analytics

Med

ia S

pend

by

Mon

th

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14

Correlation = 0.7

Campaign Pulses: TV ; Display; Print; Internet Radio

Persistent lower funnel tactics: Search, Retargeting, Social targeting.

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STEP #3

Aware: TV, OOH, Display

Familiarize: Print,Social, Display

Discovery: PPC

Engagement:PPC, Retarget

Response:Email, PPC

Visit

Meeting the consumer at the right point intheir relationship with you

Patient

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Target to engage for the right outcome

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High Engagement/Low Targeting

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DRIVE AWARENESS

Television

Radio

Print/Outdoor

High Targeting/High Engagement

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IMPACT CONSIDERATION

Highly Targeting based on:• Audience data - Programmatic• Retargeting• Social profiles• Content Synergies• Geographic boundaries

Content, Behavior Targeting

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Audience Segmentation

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Audience profiles: News junkies, sports enthusiasts, age breaks, geo-targets, content and shopping preferences.

Targeted Social Advertising

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High Targeting/Low Engagement

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Be there when they are ready:

SEM StrategiesRemarketingMultipliersAd ExtensionsMobile search

Content Strategy that plays well withGoogle’s algorythms

Clear path to conversions

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Website Visits shown to drivehospital procedures

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Tota

l Web

site

Vis

its

Total Hospital Procedures

Source: Primacy analysis of Google Analytics data collected from Oct 2012 – Dec 2013

Correlation = 0.62

Time period

4,000

4,500

5,000

5,500

6,000

6,500

7,000

7,500

18,000

20,000

22,000

24,000

26,000

28,000

30,000

32,000

34,000

36,000

38,000

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Source: Primacy analysis of Google AnalyticsInformatics data collected from Middlesex Hospital

Physician finder visits correlatewith overall procedures

Correlation = 0.5

Find

A D

octo

r Vis

itsO

verall Procedures

Time period

And Service Line Visits

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Total Robotic Procedures

Correlation = 0.4Correlation (with 3 month Lag) = 0.7

Visi

ts to

Rob

otic

Web

site

Pag

es

TEST, RINSE, REPEAT

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STEP #4

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Continuous testing and improvementsA/B or Multivariate

Header

Hero

Module 1 Module 2RightRail

Header

Hero

Module 1 Module 2

B

A

Creative Testing A/B versions

A/B Testing & Optimization / Process

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Overall Results Since Rebrand

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+0.5%Surgical marketshare:

Celebrate Incremental Progress

1. Understand the perception of your brand.2. Let service lines lift branding while driving

procedures. Examine cause/effectrelationships.

3. As patients move down the funnel, usethe right marketing tools.

4. Measure, test, refine.

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QUESTIONS?

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