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Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President, Clarity Quest Marketing

Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

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Page 1: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

Lowest Cost Marketing Channels for Health IT Conversions

Christine SlocumbPresident, Clarity Quest Marketing

Page 2: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

75% of Portfolio in Health Tech

• Software• Infrastructure• Hospital IT services• Medical device

Page 3: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

Integrated Marketing Plan

Page 4: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

Today’s Client Profiles

1 midsized companyInfrastructure offering

$100K +

1 multinational company1 SMB company

Enterprise software & services$400K +

Page 5: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

Annual Marketing Budgets

$325K - $1.7M

Page 6: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

Target Titles

CIO, CTO

CIO, CMIO, CNIO, CNO

Page 7: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

Assigning All Spend Across Channels

Meaningful Use White Paper

Page 8: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

Integrated Marketing Plan

Page 9: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

Normalized Cost Per Qualified Lead by Channel

Organic Search Banner Ads Email Marketing Paid Search HIMSS Content PR Social Media Tradeshows0.00

2.00

4.00

6.00

8.00

10.00

12.00

Nor

mal

ized

Cost

Per

Lead

Page 10: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

Leads Are One Thing...But What About Conversions?

Page 11: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

Normalized Cost Per Qualified Lead by Channel

Organic Search Banner Ads Email Marketing Paid Search HIMSS Content PR Social Media Tradeshows0.00

2.00

4.00

6.00

8.00

10.00

12.00

Nor

mal

ized

Cost

Per

Lead

Page 12: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

Converting Healthcare C-Level

#1 - Email Nurture With Quality Content

Page 13: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

Converting Healthcare C-Level

#2 - Organic Search Rankings (supported by PR/Social Media)

Page 14: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

Converting Healthcare C-Level

#3 – Carefully-Selected Tradeshows

Page 15: Marketing Services Overview Presented to DR Systems February 13, 2014 Lowest Cost Marketing Channels for Health IT Conversions Christine Slocumb President,

Contact Information

Twitter: CSlocumb

Blog: clarityqst.com/blog

Email: [email protected]