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
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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