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