Marketing with Intelligent ROI Tracking Embrace the Future ...

Embrace the Future of Healthcare Marketing with Intelligent ROI Tracking

Ty AllenChief Executive OfficerSocial Climb

Presenters report no conflicts of interest at time of presentation.

Learning Objectives

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•Describe how to track your marketing campaigns down to the patient name

•Identify what you need to make data-backed marketing decisions

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Quick History of Healthcare Marketing• AHA’s first Marketing Meeting in 1977• Resistance to HC Marketing then and now –

Why?- Referral structure enable collusion or

segmentation- Why market to patients? They can’t make

decisions anyway!- Physicians felt/feel business (marketing)

contaminate a ‘helping profession’- Costs benefit analysis difficult to perform - Ethics and Legal constraints –i.e. cigarettes

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Demand for Healthcare services is relatively rare and unpredictable

Not fully ‘Consumerized’ - others influence decisions

Difficulty in describing complex HC services

Not all prospective patients are equally desirable

Marketing results have been difficult to measure

Health Marketing Is Different

Why Market?

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Patients are now consumers• Data is available (reputation, costs, PRO, etc.)• Pay more of HC costs

• Attract patient types you want to service

• Offset competitive messages in your market

• Attract staff and employees

• Increase prestige of the practice and providers

Marketing Is Doable

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Marketing is not the dark art to fearManageableEffectiveMeasurable

4 Keys to attracting patients via marketingWebsiteReputation/ListingsAdsMeasurement/ROI

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Measurement & ROIAcquire high-value patients to grow your practice.

Data Measurement & Call Trackers

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Reputation/ListingsAcquire high-value patients to grow your practice.

Reputation Management

GMB Listing

Brand Ad

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Ads Attract PatientsAcquire high-value patients to grow your practice.

Digital AdsDisplay Ad

Search Ad

Brand Ad

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Patient Targeting Via Predictive DataAcquire high-value patients to grow your practice.

Predictive Targeting

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Big Data Finds Patients Display AdBrand Ad Search Ad

Patient Targeting Via Predictive DataAcquire high-value patients to grow your practice.

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Measurement & ROIAcquire high-value patients to grow your practice.

Data Measurement & Call Trackers

2021 Results (January – September)

Source Calls Appt New Patients Costs $/call $/Appt $/new patient

Google Ads 4,419 187 (4%) 168 (90%) $16,634.83 $3.76 $88.96 $99.02

GMB 55,925 4,630 (8%) 2,187 (47%) $22,401.23 $0.41 $4.83 $10.24

Other 77 5 (6.5%) 3 (60%) $54.80 $54.80 $849.04 $1,415.07

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Healthcare Marketing PlatformAcquire high-value patients to grow your practice.

Reputation Management Patient Surveys

Data Measurement & Call Trackers

Predictive TargetingDigital Ads

Ty AllenChief Executive OfficerSocial Climb