Healthcare Marketing Analytics:The Good, the Bad and the Ugly NASHVILLE CHAPTER AMERICAN MARKETING ASS...
Today’s guests:Fred Menko, AVP, Marketing Communications at AmSurgMerry Beth Ward, Health Care Marketing Consultant/former...
Tracking campaign resultsFred Menko, AVP, Marketing Communications
What does AmSurg do?Partner with Physicians to Improve, Adapt and Grow• Acquire and develop ambulatory surgery centers• Ou...
Consumer Marketing Conversion Website Direct Digital phone c...
An Example: Direct Mail 6
An Example: Direct Mail 7
An Example: Direct Mail Campaign Response Rate ROI No Butts 0.70% 427%Heart Your Colon ...
Another Example: Appt. Requests Lead Funnels WebAdvantage Funnel ...
An Example: Search Engine Marketing Old Town: ...
NAMA SIGMarketingAnalyticsMerry Beth Ward11/28/2012
Senior Age Segment Direct Mail…It Still Works  BRC vs. Phone  Testing: Offer, Creative, Timeliness Traditional...
How Do You Know? What is happening in the market?  Test, Test, Then Test Again  How Do You Test  Don’t Forget ...
Word Of Mouth = Confidence Greatest Generation vs. Baby Boomers No Early Adopters  Healthcare is NOT an iPhone Peopl...
What is Next? BetterMetrics/Analytical Systems Research Before Leaping Agencies Online/Social Media
Lee M. Weinreb Care to Care
Measure for Measure November 2012Targeting Measures that Matter in Healthcare B2B Marketing ...
What Matters: Revenue is King $XXXMM in Gross/Net/RR Revenue  Qualified Leads  Meaningfu...
Challenge: 12- to 18-Month Sales Cycle Decision Filter Key Drivers  Brand Reputation ...
Goal: Shorten the Sales CycleMarket Challenges 12-18 month sales cycle 360o ...
Driving Targets through the Decision Filter Industry Intelligence & Timely, Meaningful Content ...
The Prospecting Engine that Delivers Prospect Lists Develop/refine E...
Profiling/Relationship Mapping Opponent ...
Predictive Marketing Triggers Right Triggers: ...
Healthcare Marketing Analytics:The Good, the Bad and the Ugly Discussion NASHVILLE CHAPTER AME...
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Health Care Analytics: NAMA Health Care SIG Nov 2012

The November 2012 Nashville AMA Health Care SIG heard from three health care marketers on the value of analytics in their work. Paula Milam moderated the panel: Fred Menko, AVP of Marketing Communications at Amsurg; Merry Beth Ward, health care marketing consultant; and Lee Weinreb, VP of Strategic Communications and Program Development at Care to Care.
Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - Health Care Analytics: NAMA Health Care SIG Nov 2012

  • 1. Healthcare Marketing Analytics:The Good, the Bad and the Ugly NASHVILLE CHAPTER AMERICAN MARKETING ASSOCIATION
  • 2. Today’s guests:Fred Menko, AVP, Marketing Communications at AmSurgMerry Beth Ward, Health Care Marketing Consultant/formerDirector of Marketing HealthSpringLee M. Weinreb, Vice President of Strategic Communications& Program Development at Care to Care LLCModerator – Paula Milam, Chief Strategist, TruStar Marketing,http://www.trustarmarketing.com
  • 3. Tracking campaign resultsFred Menko, AVP, Marketing Communications
  • 4. 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 uniqueMarketing 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 messagingLegal limitations• Direct Access Colonoscopy• Nearly everything else requires practice participation 4
  • 5. Consumer Marketing Conversion Website Direct Digital phone calls Mail Leads Everyone 100% 100% 100% Responses 25% 35% 100% Schedule 54% 54% 54% Procedure 80% 80% 80% Ultimately the Metric that matters is ROI 5
  • 6. An Example: Direct Mail 6
  • 7. An Example: Direct Mail 7
  • 8. An Example: Direct Mail Campaign Response Rate ROI No Butts 0.70% 427%Heart Your Colon 0.17% 32%No Better Test, 0.56% 280%No Better Time End of Year 0.63% 372% 8
  • 9. Another Example: Appt. Requests Lead Funnels WebAdvantage Funnel SCCN Funnel13,116 page views 351 page views 94.2%* 82.9%* Drop Out Drop Out Potential 1,483 procedures759 appt. requests 60 appt. requests 9*Based on 2012 May-July data
  • 10. An Example: Search Engine Marketing Old Town: $1.88 CPC 10 appointments Central Park: $1.72 CPC 1 appointment Redbird: $2.00 CPC 1 appointmentNorth Richland Hills: Park Ventura$2.30 CPC $1.87 CPC0 appointment 0 appointment 10
  • 11. NAMA SIGMarketingAnalyticsMerry Beth Ward11/28/2012
  • 12. 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)
  • 13. 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
  • 14. Word Of Mouth = Confidence Greatest Generation vs. Baby Boomers No Early Adopters  Healthcare is NOT an iPhone PeopleTalk and People Listen Happy Customer = More Customers
  • 15. What is Next? BetterMetrics/Analytical Systems Research Before Leaping Agencies Online/Social Media
  • 16. Lee M. Weinreb Care to Care
  • 17. Measure for Measure November 2012Targeting Measures that Matter in Healthcare B2B Marketing Lee M. Weinreb VP, Strategic Communications & Program Development Care to Care
  • 18. What Matters: Revenue is King $XXXMM in Gross/Net/RR Revenue  Qualified Leads  Meaningful Engagement  High Close Ratios
  • 19. Challenge: 12- to 18-Month Sales Cycle Decision Filter Key Drivers  Brand Reputation  Timing/Interval  Messaging/Format  Sales Follow Up/Interaction I Know You – Awareness/Education I Like You – Informational I Trust You – Consultative I’ll Consider You I’ll Buy From You
  • 20. Goal: Shorten the Sales CycleMarket Challenges 12-18 month sales cycle 360o Key market 90% saturated Prospect pool limited to 500  <1500 decision-makers Buyer Sphere  C-Suite, highly sophisticated of “Industry Lifers” Vulnerability Paralyzed by Healthcare Reform
  • 21. Driving Targets through the Decision Filter Industry Intelligence & Timely, Meaningful Content 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) Proponent RFP/Data/Presentation Champion
  • 22. The Prospecting Engine that Delivers Prospect Lists Develop/refine Events/3rd Party Competitor/Prospect Distribution IntelligenceContent Engine/ Profiling/RelationshipManagement Campaign Mapping Meaningful Metrics/ROI Engagement SalesForce IntegrationAuto Updates Increased Pullthrough ExpandedContent/Prospect Contacts/Alliances PR/Social Calendar of Networking Engagement Sales Triggers
  • 23. Profiling/Relationship Mapping Opponent Proponent CEO Neutral Unknown COO CFO CMO Key Decision Maker Network/ VP of Provider Quality Relations External Strategic Medical Alliance Director (Medical)
  • 24. Predictive Marketing Triggers Right Triggers: Predict a 400% Greater Probability to Purchase Influencers Profiling Prospec Experiences Prospects Relationships ts News/Data
  • 25. Healthcare Marketing Analytics:The Good, the Bad and the Ugly Discussion NASHVILLE CHAPTER AMERICAN MARKETING ASSOCIATION

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