NASHVILLE CHAPTER

AMERICAN MARKETING ASSOCIATION

Healthcare Marketing Analytics:

The Good, the Bad and the Ugly

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

Today’s guests:

Tracking campaign results

Fred Menko, AVP, Marketing Communications

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

4

Consumer Marketing Conversion

5

Everyone

Responses

Procedure

Schedule

Website phone calls

Direct Mail

Digital Leads

100% 25% 35%

54% 54%

80% 80% 80%

54%

Ultimately the Metric that matters is ROI

100% 100% 100%

An Example: Direct Mail

6

An Example: Direct Mail

7

An Example: Direct Mail

8

Campaign Response Rate ROI

No Butts 0.70% 427%

Heart Your Colon 0.17% 32%

No Better Test, No Better Time

0.56% 280%

End of Year 0.63% 372%

Appt. Requests Lead Funnels

9

WebAdvantage Funnel SCCN Funnel

13,116 page views

759 appt. requests

94.2%* Drop Out

351 page views

60 appt. requests

82.9%* Drop Out

*Based on 2012 May-July data

Potential 1,483 procedures

Another Example:

An Example: Search Engine Marketing

10

Old Town: $1.88 CPC 10 appointments

Central Park: $1.72 CPC 1 appointment

Redbird: $2.00 CPC 1 appointment

North Richland Hills: $2.30 CPC 0 appointment

Park Ventura $1.87 CPC 0 appointment

NAMA SIG

Marketing

Analytics Merry Beth Ward

11/28/2012

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)

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

Word Of Mouth = Confidence

Greatest Generation vs. Baby Boomers

No Early Adopters

Healthcare is NOT an iPhone

People Talk and People Listen

Happy Customer = More Customers

What is Next?

Better Metrics/Analytical Systems

Research Before Leaping

Agencies

Online/Social Media

Lee M. Weinreb

Care to Care

Measure for Measure November 2012

Targeting Measures that Matter

in Healthcare B2B Marketing

Lee M. Weinreb

VP, Strategic Communications

& Program Development

Care to Care

$XXXMM in Gross/Net/RR Revenue

Qualified Leads

Meaningful Engagement

High Close Ratios

What Matters: Revenue is King

I Know You – Awareness/Education

I Like You – Informational

I Trust You – Consultative

I’ll Buy

From

You

I’ll Consider You

Decision Filter Key Drivers Brand Reputation Messaging/Format

Timing/Interval Sales Follow Up/Interaction

Challenge: 12- to 18-Month Sales Cycle

Buyer Sphere

of

Vulnerability

Market Challenges

12-18 month sales cycle

Key market 90% saturated Prospect pool limited to 500

<1500 decision-makers

C-Suite, highly sophisticated “Industry Lifers”

Paralyzed by Healthcare Reform

360o

Goal: Shorten the Sales Cycle

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)

Champion

Proponent

RFP/Data/Presentation

Driving Targets through the Decision Filter

Industry Intelligence & Timely, Meaningful Content

Prospect Lists Develop/refine

Auto Updates Content/Prospect

Expanded Contacts/Alliances

Calendar of Engagement

PR/Social Networking

Competitor/Prospect Intelligence

Sales Triggers

Content Engine/ Management

Events/3rd Party Distribution

Profiling/Relationship Mapping

SalesForce Integration

Campaign Metrics/ROI

Meaningful

Engagement

Increased Pullthrough

The Prospecting Engine that Delivers

Opponent

Proponent

Neutral

Unknown

CEO

CMO Key Decision

Maker

Medical

Director

External

Strategic

Alliance

(Medical)

VP of

Quality Network/

Provider

Relations

COO CFO

Profiling/Relationship Mapping

Prospects Prospects Prospec

ts

Influencers

Triggers

Experiences Relationships

News/Data

Profiling

Predictive Marketing

Right Triggers: Predict a 400%

Greater Probability to Purchase

NASHVILLE CHAPTER

AMERICAN MARKETING ASSOCIATION

Healthcare Marketing Analytics:

The Good, the Bad and the Ugly

Discussion