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ASOA 2017
KAY COULSON, PRESIDENT
ELECTIVE MEDICAL MARKETING
Bring Focus Using
PERFORMANCE DASHBOARDS
A BIT ABOUT ME
LIFE
BEFORE EYES
LASIK CENTER
OPENED
CONSULTING
WORLDWIDE
IN THE
BEGINNING
FINANCIAL DISCLOSURES
0.
PERFORMANCE DASHBOARDS
BIGGEST CHALLENGE ADMINISTRATORS FACE?
(Y)OUR BIGGEST CHALLENGE
FOCUS YOUR TEAM
ADMINISTRATOR’S HIGHEST & BEST USE
PRIORITIZE
DISTILL
PERFORMANCE DASHBOARDS
PAINT A PICTURE
Right people?
Right services?
Fair return?
Find us?
Contact us?
Enjoy the experience?
Like their result?
Tell others?
FINANCIAL MARKETING PATIENT
PRACTICE PERFORMANCE
FINANCIAL
Q1 2016
Q1 2017
EP Ex NP Ex Lens Evals
Q1 2016
Q1 2017
Monofocal Presbyopic Toric
LENS IMPLANTS
16 YTD 17 YTD
% Lifestyle IOLs
16 YTD 17 YTD
Eyes per Eval
16 YTD 17 YTD
Revenue per Eye
REVENUE ($000)
Q1 2017
Lens LASIK All Other
Q1 2016
Q1 2016
Q1 2017
Inquiries Consults Eyes
16
YTD
17
YTD
Inq:Con Cons:Sx
LASIK
16 YTD 17 YTD
Revenue per Eye
REVENUE ($000)
Q1 2017
Lens LASIK All Other
Q1 2016
Q1 2016
Q1 2017
Inquiries Consults Eyes
16
YTD
17
YTD
Inq:Con Cons:Sx
LASIK
16 YTD 17 YTD
Revenue per Eye
Q1 2016
Q1 2017
EP Ex NP Ex Lens Evals
Q1 2016
Q1 2017
Monofocal Presbyopic Toric
LENS IMPLANTS
16 YTD 17 YTD
% Lifestyle IOLs
16 YTD 17 YTD
Eyes per Eval
16 YTD 17 YTD
Revenue per Eye
Data Source:
PROCEDURE REPORT (DOE)
PRACTICE PERFORMANCE
FINANCIAL
$750 $60
$250 Q1 2016
$1,060
REVENUE ($000)
$900
$63
$185
Q1 2017
$1,148
Lens LASIK All Other
+8% vs. LY
LENS CODES 66821
66982-85
92136
Presbyopic, Toric
ORA
Laser over Lens
LASIK LASIK
PRK
SMILE
Enhancements
ALL OTHER All Other CPT codes
A/R adjustments
PRACTICE PERFORMANCE
FINANCIAL
Q1 2016
Q1 2017
EP Ex NP Ex Lens Evals
Q1 2016
Q1 2017
Monofocal Presbyopic Toric
LENS IMPLANTS
16 YTD 17 YTD
% Lifestyle IOLs
16 YTD 17 YTD
Eyes per Eval
16 YTD 17 YTD
Revenue per Eye
REVENUE ($000)
Q1 2017
Lens LASIK All Other
Q1 2016
Q1 2016
Q1 2017
Inquiries Consults Eyes
16
YTD
17
YTD
Inq:Con Cons:Sx
LASIK
16 YTD 17 YTD
Revenue per Eye
966
964
351
254
175
199
Q1 2016
Q1 2017
EP Ex NP Ex Lens Evals
59
70
136
138
40
53
Q1 2016
Q1 2017
Monofocal Presbyopic Toric
LENS IMPLANTS
75%
73%
16 YTD 17 YTD
% Lifestyle IOLs
1.34
1.31
16 YTD 17 YTD
Eyes per Eval
$3,191
$3,448
16 YTD 17 YTD
Revenue per Eye
Data Sources:
PROCEDURE REPORT (DOS)
APPOINTMENTS ATTENDED
EXAM CODES EP Exams: 92012-14, 99212-15
NP Exams: 92002-04, 99202-04
APPOINTMENT CODES Lens Evals (Cataract Evals)
PROCEDURE CODES Monofocal Lens: 66982, 66984
Presbyopic Lens
Toric Lens
REVENUE ($000)
Q1 2017
Lens LASIK All Other
Q1 2016
PRACTICE PERFORMANCE
FINANCIAL
Q1 2016
Q1 2017
EP Ex NP Ex Lens Evals
Q1 2016
Q1 2017
Monofocal Presbyopic Toric
LENS IMPLANTS
16 YTD 17 YTD
% Lifestyle IOLs
16 YTD 17 YTD
Eyes per Eval
16 YTD 17 YTD
Revenue per Eye
Q1 2016
Q1 2017
Inquiries Consults Eyes
16
YTD
17
YTD
Inq:Con Cons:Sx
LASIK
16 YTD 17 YTD
Revenue per Eye
82
73
56
50
62
45
Q1 2016
Q1 2017
Inquiries Consults Eyes
68%
69%
62%
50%
16
YTD
17
YTD
Inq:Con Cons:Sx
LASIK
$968 $1400
16 YTD 17 YTD
Revenue per Eye
Data Sources:
PROCEDURE REPORT (DOS)
APPOINTMENTS ATTENDED
PHONE & FORM TRACKING
INQUIRIES Phone tracking - Call Rail
Form tracking - Google Analytics
CONSULTS Consults attended
from appt report
PROCEDURES Primary surgical eyes
from procedure report
KNOW WHAT YOU DON’T KNOW
LEAD TRACKING
PRACTICE PERFORMANCE
FINANCIAL
Q1 2016
Q1 2017
Inquiries Consults Eyes
16
YTD
17
YTD
Inq:Con Cons:Sx
LASIK
Q1 2016
Q1 2017
EP Ex NP Ex Lens Evals
Q1 2016
Q1 2017
Monofocal Presbyopic Toric
LENS IMPLANTS
16 YTD 17 YTD
% Lifestyle IOLs
16 YTD 17 YTD
Eyes per Eval
16 YTD 17 YTD
Revenue per Eye
16 YTD 17 YTD
Revenue per Eye
REVENUE ($000)
Q1 2017
$1,148
Lens LASIK All Other
Q1 2016
$1,060
+8% vs. LY
PRACTICE PERFORMANCE
FINANCIAL
966
964
351
254
175
199
Q1 2016
Q1 2017
EP Ex NP Ex Lens Evals
59
70
136
138
40
53
Q1 2016
Q1 2017
Monofocal Presbyopic Toric
LENS IMPLANTS
75%
73%
16 YTD 17 YTD
% Lifestyle IOLs
1.34
1.31
16 YTD 17 YTD
Eyes per Eval
$3,191
$3,448
16 YTD 17 YTD
Revenue per Eye
82
73
56
50
62
45
Q1 2016
Q1 2017
Inquiries Consults Eyes
68%
69%
62%
50%
16
YTD
17
YTD
Inq:Con Cons:Sx
LASIK
$968 $1400
16 YTD 17 YTD
Revenue per Eye
$750 $60
$250 Q1 2016
$1,060
REVENUE ($000)
$900
$63
$185
Q1 2017
$1,148
Lens LASIK All Other
+8% vs. LY
SEARCH
LY
SEARCH
Q1
DISPLAY
LY
DISPLAY
Q1
CTR 3.18% 3.43% 0.23% 0.26%
CPC $2.51 $1.98 $0.69 $0.62
Avg POS 2.40 2.38
PRACTICE PERFORMANCE
MARKETING SEM
CO
MPET
ITIO
N
SEO
2016
Q1
2017
Q1
Geo-Relevant Visits 1,027 1,235
New Visitors 904 1,111
Pages per Visit 3.90 3.99
Avg Time on Site 1:41 1:49
WEB
SIT
E
0%
25%
50%
75%
ECNW Alcon Mann Lalin Kaden
Impression Share
Q4 Q1
Best LASIK Surgeon
LASIK Surgery
LASIK Surgeon Reviews
Best LASIK Reviews
LASIK Center
LASIK Cost
LASIK Eye Surgery
LASIK
LASIK Fresno
Fresno LASIK
Laser Eye Surgery
SEARCH
LY
SEARCH
Q1
DISPLAY
LY
DISPLAY
Q1
CTR 3.18% 3.43% 0.23% 0.26%
CPC $2.51 $1.98 $0.69 $0.62
Avg POS 2.40 2.38
PRACTICE PERFORMANCE
MARKETING SEM
CO
MPET
ITIO
N
SEO
2016
Q1
2017
Q1
Geo-Relevant Visits 1,027 1,235
New Visitors 904 1,111
Pages per Visit 3.90 3.99
Avg Time on Site 1:41 1:49
WEB
SIT
E
0%
25%
50%
75%
ECNW Alcon Mann Lalin Kaden
Impression Share
Q4 Q1
Best LASIK Surgeon
LASIK Surgery
LASIK Surgeon Reviews
Best LASIK Reviews
LASIK Center
LASIK Cost
LASIK Eye Surgery
LASIK
LASIK Fresno
Fresno LASIK
Laser Eye Surgery
SEARCH
LY
SEARCH
Q1
DISPLAY
LY
DISPLAY
Q1
CTR 3.18% 3.43% 0.23% 0.26%
CPC $2.51 $1.98 $0.69 $0.62
Avg POS 2.40 2.38
SEM
Data Source:
Google Adwords (or Acquisio or similar)
HTTPS://ADWORDS.GOOGLE.COM
PRACTICE PERFORMANCE
SEARCH VS. DISPLAY
Source: http://digitalmarketingphilippines.com/google-search-vs-display-network-a-comparison-infographic/
SEARCH ADVERTISING
NEW
LAYOUT.
LENGTH.
RULES.
2-4 PAID ADS Varies by device.
New extended ad size.
No more sidebar ads.
LOCAL RESULTS NEXT Make sure listing is complete!
THEN ORGANIC RESULTS Less noticeable.
Must send to proper page.
SEARCH
LY
SEARCH
Q1
DISPLAY
LY
DISPLAY
Q1
CTR 3.18% 3.43% 0.23% 0.26%
CPC $2.51 $1.98 $0.69 $0.62
Avg POS 2.40 2.38
PRACTICE PERFORMANCE
MARKETING SEM
CO
MPET
ITIO
N
SEO
2016
Q1
2017
Q1
Geo-Relevant Visits 1,027 1,235
New Visitors 904 1,111
Pages per Visit 3.90 3.99
Avg Time on Site 1:41 1:49
WEB
SIT
E
0%
25%
50%
75%
ECNW Alcon Mann Lalin Kaden
Impression Share
Q4 Q1
Best LASIK Surgeon
LASIK Surgery
LASIK Surgeon Reviews
Best LASIK Reviews
LASIK Center
LASIK Cost
LASIK Eye Surgery
LASIK
LASIK Fresno
Fresno LASIK
Laser Eye Surgery
CO
MPET
ITIO
N
0%
25%
50%
75%
ECNW Alcon Mann Lalin Kaden
Impression Share
Q4 Q1 Data Source:
Google Adwords
SEARCH
LY
SEARCH
Q1
DISPLAY
LY
DISPLAY
Q1
CTR 3.18% 3.43% 0.23% 0.26%
CPC $2.51 $1.98 $0.69 $0.62
Avg POS 2.40 2.38
PRACTICE PERFORMANCE
MARKETING SEM
CO
MPET
ITIO
N
SEO
2016
Q1
2017
Q1
Geo-Relevant Visits 1,027 1,235
New Visitors 904 1,111
Pages per Visit 3.90 3.99
Avg Time on Site 1:41 1:49
WEB
SIT
E
0%
25%
50%
75%
ECNW Alcon Mann Lalin Kaden
Impression Share
Q4 Q1
Best LASIK Surgeon
LASIK Surgery
LASIK Surgeon Reviews
Best LASIK Reviews
LASIK Center
LASIK Cost
LASIK Eye Surgery
LASIK
LASIK Fresno
Fresno LASIK
Laser Eye Surgery
SEO
Best LASIK Surgeon
LASIK Surgery
LASIK Surgeon Reviews
Best LASIK Reviews
LASIK Center
LASIK Cost
LASIK Eye Surgery
LASIK
LASIK Fresno
Fresno LASIK
Laser Eye Surgery
Data Source:
MOZ
MOZ.COM
$99/MONTH
Your keywords
By geography
Competitive comparison
Shows algorithm
changes that impact SEO
SEARCH
LY
SEARCH
Q1
DISPLAY
LY
DISPLAY
Q1
CTR 3.18% 3.43% 0.23% 0.26%
CPC $2.51 $1.98 $0.69 $0.62
Avg POS 2.40 2.38
PRACTICE PERFORMANCE
MARKETING SEM
CO
MPET
ITIO
N
SEO
2016
Q1
2017
Q1
Geo-Relevant Visits 1,027 1,235
New Visitors 904 1,111
Pages per Visit 3.90 3.99
Avg Time on Site 1:41 1:49
WEB
SIT
E
0%
25%
50%
75%
ECNW Alcon Mann Lalin Kaden
Impression Share
Q4 Q1
Best LASIK Surgeon
LASIK Surgery
LASIK Surgeon Reviews
Best LASIK Reviews
LASIK Center
LASIK Cost
LASIK Eye Surgery
LASIK
LASIK Fresno
Fresno LASIK
Laser Eye Surgery 2016
Q1
2017
Q1
Geo-Relevant Visits 1,027 1,235
New Visitors 904 1,111
Pages per Visit 3.90 3.99
Avg Time on Site 1:41 1:49
WEB
SIT
E
Data Source:
GOOGLE ANALYTICS
SEARCH
LY
SEARCH
Q1
DISPLAY
LY
DISPLAY
Q1
CTR 3.18% 3.43% 0.23% 0.26%
CPC $2.51 $1.98 $0.69 $0.62
Avg POS 2.40 2.38
PRACTICE PERFORMANCE
MARKETING SEM
CO
MPET
ITIO
N
SEO
2016
Q1
2017
Q1
Geo-Relevant Visits 1,027 1,235
New Visitors 904 1,111
Pages per Visit 3.90 3.99
Avg Time on Site 1:41 1:49
WEB
SIT
E
0%
25%
50%
75%
ECNW Alcon Mann Lalin Kaden
Impression Share
Q4 Q1
Best LASIK Surgeon
LASIK Surgery
LASIK Surgeon Reviews
Best LASIK Reviews
LASIK Center
LASIK Cost
LASIK Eye Surgery
LASIK
LASIK Fresno
Fresno LASIK
Laser Eye Surgery
5 4 3 2 1
3 1
PRACTICE PERFORMANCE
PATIENT EXPERIENCE IN
TERES
T
TIM
E IN
OFF
ICE
OU
TCO
MES
REV
IEW
S
Lens Implants
+/- 0.25D
+/- 0.50D
More than 0.50D
0
50
100
150
200
Jan
'16
Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Jan
'17
Feb Mar
Leads & Fuel Visits
Phone Form Fuel Visits
New/Total
4/95
Yelp (42)
Google+ (5)
Facebook (8) &
Healthgrades (40)
2:07
1:44
1:30 1:18 1:14
1:53
0:45 1:07
0:54 0:46
0:35 0:29
1:06
0:12
1:37 1:19
1:08 0:57 0:52
1:30
0:29
Lens
Evaluation
LASIK
Consult
Complete
Exam
Pre-Op Other Surgery Post-Op
LASIK
+/- 0.25D
+/- 0.50D
More than 0.50D
5 4 3 2 1
3 1
PRACTICE PERFORMANCE
PATIENT EXPERIENCE IN
TERES
T
TIM
E IN
OFF
ICE
OU
TCO
MES
REV
IEW
S
Lens Implants
+/- 0.25D
+/- 0.50D
More than 0.50D
0
50
100
150
200
Jan
'16
Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Jan
'17
Feb Mar
Leads & Fuel Visits
Phone Form Fuel Visits
New/Total
4/95
Yelp (42)
Google+ (5)
Facebook (8) &
Healthgrades (40)
2:07
1:44
1:30 1:18 1:14
1:53
0:45 1:07
0:54 0:46
0:35 0:29
1:06
0:12
1:37 1:19
1:08 0:57 0:52
1:30
0:29
Lens
Evaluation
LASIK
Consult
Complete
Exam
Pre-Op Other Surgery Post-Op
LASIK
+/- 0.25D
+/- 0.50D
More than 0.50D
INTE
RES
T
0
50
100
150
200
Jan
'16
Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Jan
'17
Feb Mar
Leads & Fuel Visits
Phone Form Fuel Visits
Data Source:
CALL RAIL
GOOGLE ANALYTICS
PM APPOINTMENT REPORT
CALLRAIL.COM
~$200/MO
Enough interest?
From where?
Conversion strong?
5 4 3 2 1
3 1
PRACTICE PERFORMANCE
PATIENT EXPERIENCE IN
TERES
T
TIM
E IN
OFF
ICE
OU
TCO
MES
REV
IEW
S
Lens Implants
+/- 0.25D
+/- 0.50D
More than 0.50D
0
50
100
150
200
Jan
'16
Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Jan
'17
Feb Mar
Leads & Fuel Visits
Phone Form Fuel Visits
New/Total
4/95
Yelp (42)
Google+ (5)
Facebook (8) &
Healthgrades (40)
2:07
1:44
1:30 1:18 1:14
1:53
0:45 1:07
0:54 0:46
0:35 0:29
1:06
0:12
1:37 1:19
1:08 0:57 0:52
1:30
0:29
Lens
Evaluation
LASIK
Consult
Complete
Exam
Pre-Op Other Surgery Post-Op
LASIK
+/- 0.25D
+/- 0.50D
More than 0.50D
TIM
E IN
OFF
ICE 2:07
1:44
1:30 1:18 1:14
1:53
0:45 1:07
0:54 0:46
0:35 0:29
1:06
0:12
1:37 1:19
1:08 0:57 0:52
1:30
0:29
Lens
Evaluation
LASIK
Consult
Complete
Exam
Pre-Op Other Surgery Post-Op
Data Source:
CHECK-IN/OUT DATA
MEDICALCHECKIN.COM
$399/YR
Understand bottlenecks?
Revise templates.
Improve patient flow.
Increase satisfaction.
5 4 3 2 1
3 1
PRACTICE PERFORMANCE
PATIENT EXPERIENCE IN
TERES
T
TIM
E IN
OFF
ICE
OU
TCO
MES
REV
IEW
S
Lens Implants
+/- 0.25D
+/- 0.50D
More than 0.50D
0
50
100
150
200
Jan
'16
Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Jan
'17
Feb Mar
Leads & Fuel Visits
Phone Form Fuel Visits
New/Total
4/95
Yelp (42)
Google+ (5)
Facebook (8) &
Healthgrades (40)
2:07
1:44
1:30 1:18 1:14
1:53
0:45 1:07
0:54 0:46
0:35 0:29
1:06
0:12
1:37 1:19
1:08 0:57 0:52
1:30
0:29
Lens
Evaluation
LASIK
Consult
Complete
Exam
Pre-Op Other Surgery Post-Op
LASIK
+/- 0.25D
+/- 0.50D
More than 0.50D
OU
TCO
MES
Lens Implants
+/- 0.25D
+/- 0.50D
More than 0.50D
LASIK
+/- 0.25D
+/- 0.50D
More than 0.50D
Data Source:
SURGICAL OUTOMES DATA
HOW GOOD
ARE YOU?
Useful in consultations.
Motivates staff.
Keeps improvement continuous.
5 4 3 2 1
3 1
PRACTICE PERFORMANCE
PATIENT EXPERIENCE IN
TERES
T
TIM
E IN
OFF
ICE
OU
TCO
MES
REV
IEW
S
Lens Implants
+/- 0.25D
+/- 0.50D
More than 0.50D
0
50
100
150
200
Jan
'16
Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Jan
'17
Feb Mar
Leads & Fuel Visits
Phone Form Fuel Visits
New/Total
4/95
Yelp (42)
Google+ (5)
Facebook (8) &
Healthgrades (40)
2:07
1:44
1:30 1:18 1:14
1:53
0:45 1:07
0:54 0:46
0:35 0:29
1:06
0:12
1:37 1:19
1:08 0:57 0:52
1:30
0:29
Lens
Evaluation
LASIK
Consult
Complete
Exam
Pre-Op Other Surgery Post-Op
LASIK
+/- 0.25D
+/- 0.50D
More than 0.50D
REV
IEW
S
New/Total
4/95
5 4 3 2 1
3 1
Yelp (42)
Google+ (5)
Facebook (8) &
Healthgrades (40)
Data Source:
REVIEW SITES
FOCUS ON
KEY SITES
Yelp
Google+
Healthgrades
PRACTICE PERFORMANCE
PATIENT EXPERIENCE IN
TERES
T
TIM
E IN
OFF
ICE
OU
TCO
MES
REV
IEW
S
Lens Implants
+/- 0.25D
+/- 0.50D
More than 0.50D
0
50
100
150
200
Jan
'16
Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Jan
'17
Feb Mar
Leads & Fuel Visits
Phone Form Fuel Visits
New/Total
4/95
5 4 3 2 1
3 1
Yelp (42)
Google+ (5)
Facebook (8) &
Healthgrades (40)
2:07
1:44
1:30 1:18 1:14
1:53
0:45 1:07
0:54 0:46
0:35 0:29
1:06
0:12
1:37 1:19
1:08 0:57 0:52
1:30
0:29
Lens
Evaluation
LASIK
Consult
Complete
Exam
Pre-Op Other Surgery Post-Op
LASIK
+/- 0.25D
+/- 0.50D
More than 0.50D
FINAL THOUGHTS
1. SELECT KEY METRICS
THAT DRIVE PERFORMANCE.
2. PICK REALISTIC
REPORTING TIMEFRAMES.
3. DON’T GET LOST IN THE WEEDS.
4. USE FOR PROOF & IMPROVEMENT,
NOT PUNITIVE.
FINAL THOUGHTS
TRUST
YOUR
NUMBERS.
FINAL THOUGHTS
QUESTIONS?
