How a Healthcare Analytics Company Used Non-Gated Content to More Than Double High-Quality Leads Session Title

Transcription

1 How a Healthcare Analytics Company Used Non-Gated Content to More Than Double High-Quality Leads Session Title CHRIS KELLER Vice President of Marketing Health Catalyst

2 Chris Keller Vice President of Marketing Health Catalyst

3 Health Catalyst at a glance Integrated Delivery Systems Patients Founded 2008 Employees ~450 HQ Hospitals 50M Clinics Salt Lake City, UT Children s Hospitals Accountable Care Organizations Academic Medical Centers Community Hospitals 3

4 Three systems for improvement Software Healthcare expertise Services Results 4

5 We believe that with the right evidence, analytics and methods, providers can transform healthcare.

6 Challenges Deliver a high-growth pipeline of leads to drive sales results while reducing lead capture forms to nearly zero. Establish leadership in a crowded healthcare IT market. Reduce the sales cycle. 6

7 The key to marketing leadership is aggressively educating while trusting prospects and monitoring behavior. Educate Trust Monitor 7

8 The approach STEP 1 Build an educational library STEP 2 Trust the prospect STEP 3 Monitor and call hand raisers 8

9 Step 1: Build an educational library STEP 1 Build an educational library STEP 2 Trust the prospect STEP 3 Monitor and call hand raisers 9

10 Customer success stories Tied to contract Team bonus 65+ total published stories Stories focused on outcomes Estimated $74 million in savings 10

11 Truly educational events not disguised pitches No selling No sponsors 100% outcomes focused Analyst insight in every session Sold-out 1,000- person crowd 11

12 Documentaries + a gift for the gatekeeper The Journey: New Paths in Quality Healthcare From the Heart: Healthcare Transformation from India to the Cayman Islands 12

13 Handbooks for clinical and IT decision makers We are working on a plan to make it required reading for their physicians and leadership involved in creating their improvement plan. Mike Nauman Chief Information Officer Children s Hospital Wisconsin 13

14 Webinar demo interest poll as an afterthought Educational Content Q&A MINUTES 14

15 Webinar demo interest poll as an afterthought While our webinars are focused on education, some of our attendees have asked for more information about Health Catalyst. If you would like a demonstration please answer this poll question. Poll 49:00 Educational Content Q&A MINUTES 15

16 Research-driven PR Coverage Healthcare informatics Managed healthcare executive Healthcare IT news Fierce healthcare Health IT analytics One hot lead 16

17 Step 2: Trust the prospect STEP 1 Build an educational library STEP 2 Trust the prospect STEP 3 Monitor and call hand raisers 17

18 Guiding principles We trust that prospects worth follow-up will ask. Liberally gating content limits consumption and annoys prospects. Excellent education freely available is social proof of market leadership. 18

19 The reality of measuring The measurement tail is wagging the marketing dog and it s turning your marketing into a dog. Unfortunately, few marketers have the insight needed to illustrate the problem, and even fewer have the guts to take it on within their organizations. By Eric Wittlake Content Marketing Institute August 3, 2014 Source: Content Marketing Institute 19

20 Lead form capture criteria Does the consumption of content require a second step, , calendaring? YES NO Ask for minimum info, set expectation on use and add value wherever possible. Don t get in the way of the content. 20

21 Lead form capture criteria Does the consumption of content require a second step, , calendaring? YES NO Ask for minimum info, set expectation on use and add value wherever possible. Don t get in the way of the content. 21

22 An example in action Each chapter was delivered as it was written. Only asked for an address. The value to the prospect was a notification when the next chapter was complete. The book author was the sender. Prospects were delightfully surprised to go deeper with the author. Freely available today. 22

23 A knowledge center built like a library catalog Search by topic, author and type; see recommendations or browse. 23

24 A shopping basket experience with content A My Folder basket allows users to collect the content that interests them. 24

25 A shopping basket experience with content Click to add content from anywhere across the site. 25

26 A shopping basket experience with content The article basket keeps all the content in one place. 26

27 A shopping basket experience with content Makes it easy for users to send content to themselves and to others, as well as doubles as a great sales tool. 27

28 Trusted prospects become market advocates Dr. Penny Wheeler Chief Executive Officer Allina Health Dr. Charles Macias Chief Clinical Integration Officer Texas Children s Hospital Carolyn Byerly Chief Information Officer (retired) Stanford Hospital and Clinics 28

29 Step 3: Monitor and call hand raisers STEP 1 Build an educational library STEP 2 Trust the prospect STEP 3 Monitor and call hand raisers 29

30 Modern-day monitoring environment Named Prospects Website lead scoring tracking Sales correlation Anonymous Prospects Web analytics Reverse IP tools Market Media monitoring services Analysts Research Trade groups 30

31 Lead scoring evolution Basic (2012) Content consumption Score-driven staged gating Intermediate (2013) Advanced (2015) Recency/frequency multiplier Gone cold degradation Sales fatigue with leads Account-based scoring Leads included Renewed inside selling effort 31

32 Advanced lead scoring (2015) Buyer readiness score Recency Frequency Gone stale reduction 32

33 Monitor anonymous activity 1 Use a reverse IP lookup tool to identify account 2 3 Notify Sales based on target account responsibilities Understand prospect interest based on content 33

34 Inside selling like a librarian Inside sales follow-up is about getting the content first Scheduling the demo comes second Example Script Hi [NAME] I see you attended [WEBINAR TITLE] about [TOPIC] and I m following up to see if I can answer any additional questions. 34! Be perceptive. Offer another piece of education as the follow-up. If interest is tepid, cut call short. Be aware. Let them ask for the demo. Don t ask.

35 LEADS Results Q Q2 Q3 Q4 Q Q2 Q3 Q4 Q Q2 Q3 Q4 Q Q2 Q3 Q % increase in leads 550% increase in clients 33% decrease in sales cycle

36 Results Marketing automation R&D expansion Executive sales team +1 Healthcare Analytics Summit (600 people) Team: 4 inside sales, 10 outside sales and 25 marketing ABM, inside sales re-do Measurement, 27 marketing Pipeline build B VC round 1 sales/marketing person (me) 10 total employees 120k list New strategies: PR, new website, PPC, SEO, webinars, book, agency 1 inside sales and 20 outside sales Product overhaul 36

37 Market perception of Health Catalyst Health Catalyst is seen as the most consistent and effective BI vendor in achieving outcomes. Joe Van De Graaff, Vice President, KLAS Health Catalyst is a relative marketing dynamo in HIT. Source: KLAS Report, ENTERPRISE HEALTHCARE BI: THE SEARCH FOR OUTCOMES Dec 2015 Source: CLINICAL ANALYTICS FOR POPULATION HEALTH MANAGEMENT, Feb

38 Truths that imbue trust 1. Give me value with every touch. 2. Don t waste my time. 3. Make it easy to share. 4. Stay in touch, but not too much. 5. Go away if I ask. 6. Market leaders are great teachers and storytellers. 7. Show me results. I ll believe you if your clients tell me so. 8. Tell people why you re not a good fit for them. 38

39 Top takeaways Invest in educating your market. Make it easy for prospects to follow up. Monitor prospects and empower Sales.

40 Thank You Chris