How and Why to Create an Integrated Patient Experience Online and Offline ICAHN ANNUAL CONFERENCE

Transcription

1 How and Why to Create an Integrated Patient Experience Online and Offline ICAHN ANNUAL CONFERENCE

2 Sandra Fancher Chief Strategy Officer: MedTouch Advisory Board Member: Values Coach Inc CXO Advisory Board Member: itr Diagnostics Iowa Native; 100% Dutch Soccer Mom of 2 Foster Dog Mom to over 20 Weekly Traveler sandrafancher sandrafancher

3 Illinois Experience

4 /// OFFLINE RADIO CALLS TV FACE-TO-FACE COMMUNITY EVENTS MAIL PRINT BILLBOARDS BUS

5 WEARABLES /// ONLINE E- NEWSLETTERS APPS PPC WEBSITE ONLINE CLASSES SOCIAL EMR RETARGETING ADS BLOG

6 WHO DO YOU KNOW THAT IS DOING IT WELL?

7 Hilton

8 WHO IS DOING IT WELL IN HEALTHCARE?

9 HOW WELL ARE YOU DOING IT?

10 1 10 HOW MANY 5 YEARS WILL IT TAKE? 15

11 WHY INTEGRATE? $ OPTIMIZES BUDGETS CONSISTENT MESSAGE PATIENT EXPERIENCE

12 /// IF PATIENTS WANT IT BAD ENOUGH, THEY WILL FIGURE IT OUT

13 PATIENT JOURNEY

14 HOW TO START WHEN STARTING ISN T EASY 6 Steps to get started

15 TONE Who Think would about you having pick to tell for a the family most difficult news. conversation? 1

16 PROFILE

17 PROFILE Specialty makes a difference in patients cancer survival and outcomes. He considers himself, super-specialized. Dr. Riley has completed cancer and breast cancer fellowships after completing his general surgery training. Dr. Riley is passionate about finding a cure for cancer. In his freshman year of college, he learned that mice could be immunized with cancer. It was a breakthrough moment for him that led him to his MD, PHD, post-doctoral and two fellowships in cancer research. I love taking care of people. Someday, he would like to care for the poor in a place like Bangladesh, where people wait for days for medical care. It would be an honor, Dr. Riley said.

18 VIDEO

19 Questions?

20 /// INTEGRATE CAMPAIGNS 2

21 START WITH PRINT CAMPAIGNS

22 INTEGRATE ONLINE

23 BE A SECRET SHOPPER Call at different times Listen to call recordings Complete a form Watch your family and friends use the site

24 IMPACT REPORT Tactic # of Potential Patients Impressions / Patient Total Touchpoints 1st Action Leads Unit Cost Costs Cost / Lead Direct Mail 168, ,000 5, $0.52 $86, $2, enewsletter 58, ,000 1,160 6 $ $ $17.73 Search Ads 250, ,000 8, $ $17, $ Display Ads 168, ,400,000 16, $0.15 $25, $1, IP Display Ads 84, ,680,000 3, $0.30 $25, $ Social Media Ads 16, , $0.015 $ $ Retargeting Ads 16, ,000 1, $0.090 $1, $40.27 TOTAL IMPACT 168, ,144,000 36, $ $156, $ CHANNEL CTR CHANNEL CTR CTR CHANNEL CHANNEL CVR CHANNELCVR CVR CHANNEL CHANNEL Costs CHANNEL Costs il Direct Mail 3.00% Direct Mail3.00% 3.00% Direct Mail Direct Mail 0.80% Direct Mail 0.80% 0.80% Direct Mail Direct Mail $515 Direct CPM Mail $515 CPM $ r enewsletter enewsletter2.00% 2.00% enewsletter enewsletter 0.55% enewsletter 0.55% 0.55% enewsletter enewsletter $1.95 enewsletter CPM $1.95 CPM $1 s Search Ads 3.50% Search Ads 3.50% 3.50% Search Ads Search Ads1.50% Search Ads 1.50% 1.50% Search Ads Search Ads $2.00 Search CPC Ads $2.00 CPC $ s Display Ads 0.20% Display Ads0.20% 0.20% Display Ads Display Ads0.10% Display Ads 0.10% 0.10% Display Ads Display Ads $3.00 Display CPM Ads $3.00 CPM $3 dsip Display Ads 0.20% IP Display Ads 0.20% 0.20% IP Display AdsIP Display Ads 0.77% IP Display 0.77% Ads 0.77% IP Display Ads IP Display Ads $15 IP CPM Display Ads $15 CPM $ Ads Social Media Ads Social 0.14% Media Ads 0.14% 0.14% Social Media Ads Social Media Ads 1.95% Social Media 1.95% Ads 1.95% Social Media Ads Social Media Ads $3.00 Social CPM Media $3.00 Ads CPM $3 ds Retargeting Ads0.25% Retargeting Ads 0.25% 0.25% Retargeting Ads Retargeting Ads 2.98% Retargeting 2.98% Ads 2.98% Retargeting Ads Retargeting Ads $3.00 Retargeting CPM $3.00 Ads CPM $3

25 CAPACITY REPORTING VERSUS ROI What if you could: Reduce a new doctor guarantee time by 50% Make sure specialty equipment is fully utilized? Adjust marketing based on who needed appointments?

26 Questions?

27 ///SYNC COMMUNICATIONS 3

28 Questions?

29 /// CONNECT TO CURRENT EVENTS 4

30 INTERNAL EVENTS

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32 UNPLANNED EVENTS April 15, 2013

33 USER BEHAVIOR SEARCH Search Term Total Unique Results Pageviews % Search Searches / Search Refinements employees % tinnitus % employee % % jobs % careers % parking % medical records % rauch % human resources % menu %

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35 GOOGLE TRAFFIC

36 OTHER RECENT STORIES Prince s death and drug addiction Zika virus Cupping for muscle therapy Ben Stiller prostate cancer

37 Questions?

38 /// REPUTATION MANAGEMENT 5

39 PATIENT JOURNEY

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41 Questions?

42 /// EASY APPOINTMENTS 6

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46 6 Steps to Get Started 1 Tap Best Doctor s Tone 4 Current Events 2 Integrated Campaigns 5 Reputation Management 3 Sync Communications 6 Easy Appointments

47 Happiness does not come from doing easy work but from the afterglow of satisfaction that comes after the achievement of a difficult task that demanded our best. - Theodore Isaac Rubin

48 Thank you ICAHN ANNUAL CONFERENCE