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About Nationwide Children’s Hospital » Provide more than $122 million in charity care and community benefit services annually

» Ranked in all 10 specialties on U.S.News & World Report’s 2013-2014 list of “America’s Best Children’s Hospitals”

» Ranked 9th on Parents magazine’s 2013 "Best Children's Hospital's" list

» Fourth busiest children's hospital in the country**

» Fourth largest children's hospital in the country**

» More than 1 million patient visits in 2013

» Patients came from 50 U.S. states and 31 foreign countries in 2013

» The Research Institute at Nationwide Children’s Hospital is one of the top 10 NIH-funded freestanding pediatric research facilities in the U.S.

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My View Point on Accountability• Every dollar spent on the Marketing/PR agenda is

one less $ that goes directly into clinical care• Proactive accountability now = less pain at the

negotiating table later• Key to gaining new resources and not losing the

ones you have now• Creates the clear roadmap for

staff/clients/resources• It’s the right thing to do!

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Operational Accountability• Marketing & PR for your Marketing & PR

– Monthly: Tactical Reports – Show and Tell ( very little data)

– Quarterly: Strategic Reports – Results and course Corrections. This is where our VP Manages Up –Reporting of Scorecard

– Staff: manages out – client reporting with dashboards

• Personal Performance Management – Quarterly: staff review personal goals with Mgr.

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Demonstrating value begins with effective goal setting

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My goal is simple. It is complete understanding of the universe, why it as it is and why it

exists as all. Stephen Hawking

Goal Setting can be overwhelming….

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Goal: Increase local awareness of our service

• What questions might you ask to refine this goal?– among who? (Target Audience)– increase from what to what – what’s current

awareness? (What can we measure?)– increase awareness of us as what? (Key

message/positioning points?)– Is awareness the ultimate goal or only part of

another goal – increase awareness so that…(what is my role?)

Great Questions to Ask

HINT – more helpful tips at the back of the PPT via Danny Fell

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Marketing Evaluation Can Be Strategic

• Attitudinal– Impact on awareness, perception, preference

• Behavioral– Response to Call-to-Action Messages

• Financial– Measurable impact to the “bottom line”

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Establish KPI’sFinancial Attitudinal Behavioral

National Visibility •Research funding•Media share of voice/ Ad Value•Donations

•U.S. News & World Reports Ranking•Child Magazine Ranking

•Increased national & international referrals•Pediatric Directions Mailing Response•Increase web traffic

Regional/Local Market Share

•Increased referrals•Increase Welcome Center Referrals (Measures expanded regional referrals)•Consumer advertising ROI•Media share of voice/Ad Value

•Consumer/Opinion Leader Brand Tracking Study•Referral Physician Awareness•Physician Satisfaction Survey

•Increase web traffic•Increase calls to Physician Referral/ Assistance Line

Client Satisfaction •Physician Leadership end-of-year survey

•Increase physician participation in NCH events•Increased participation in editorial contributions•Increase participation in NCH media panel•Recommend NCH as place to work

Goals Build Scorecard Metrics*

National Media Share of Voice (measures share of all media coverage garnered among target group)

2nd place 2nd place 2nd place

On-line consults for signature product lines via Internet minus Research (year-end financial reconciliation)

72 60 70

Regional Strategy for Surgical ServicesSurgeries (Neurosurgery, Orthopedic, Ped Surg, Thoracic & Urology) – Target 2% growth in select geography

6,000(2% Growth)

8,148 8,311

Region II – Net Revenue from Targeted Referring Physicians (6% growth)

4%(on-track for

year-end

1% 6%

LocalCause Marketing Revenue $72,000 $25,000 $40,000

Choice for Sports Medicine 51% 41% 43%

Q4 Q4 Goal Status Notes

Maternity leave for three physicians

*Example Only Not Real Data

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Dashboards =Different

For our Department here is our Purpose:• Show effectiveness of channels in lead generation process (to show when

and where $ are spent)

Here is our Process: • By audience look at sales model what feeding• Consensus of metrics reporting and by channel • Who’s responsible to report

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Dashboard for each Audience

50.30%Increase over Q1 2013

24.57%Increase over Q1 2013

January February March0

50,000100,000150,000200,000250,000300,000350,000400,000450,000500,000

Visits 2014 Visits 2013

January February March0

100,000200,000300,000400,000500,000600,000700,000800,000900,000

Pageviews 2014 Pageviews 2013

Nationwide Children’s Hospital Interactive Dashboard – Q1 2014

Geographic Website Traffic

1,269,749 Visits

2,421,599 Pageviews

International Pageviews; 140,044

United States Pageviews;

532,333

Regional Pageviews;

133,392

Ohio Pageviews; 1,615,830

45,580 Visits at other Nationwide Children’s Websites*

January February March0

5000

10000

15000

20000

25000

Website Traffic from Social MediaYouTubeYelpWeeblyTwitterredditPinterestLinkedInGoogle+FacebookBlogger

Social Media

Website Events from Social Media

-23.98%Increase over Q1 201340,463 Social Source Referral Pageviews

Event Name Number of Events

Careers Portal Click 702

External Link Click 572

Downloaded File 506

Email Address Click 101

Form Submission 58

Homepage Carousel Click 41

Requested Directions 8

Request an Appointment Form Completion 3

Bariatric Info Session Click 3

Grand Total 1994

32%

3%

1%

54%

10%

Key Website Traffic Drivers

Bookmarked/Direct

Pay Per Click

Email

Organic Search Results

Other Websites

Jan Feb Mar6200000

6400000

6600000

6800000

7000000

7200000

7400000

7600000

Social Media Impressions*

*Impression data from Twitter and Facebook accounts

21,201,406 Social Media Impressions* Q1

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64.92% Completion Rate3,500 Completed Physician Referrals

22.80% Completion Rate785 Completed Parent Referrals

Website Visits

Started Referral

Form

Completed Referral

Form

Referral Lifecycle

Physician ReferralsParent/Guardian Referrals

1,269,749 8,834 4,285

Center for Colorectal and Pelvic Reconstruction Campaign

Distribution of Ad Clicks inColorectal Ad Groups Ad Impression History - Colorectal Center

Search Marketing Results

Anorectal malformations16%

Colorectal Problems in Kids3%

Encopresis6%

Hirschsprung Disease35%

Idiopathic Constipation37%

Marc Levitt2%

21-M

ar22

-Mar

23-M

ar24

-Mar

25-M

ar26

-Mar

27-M

ar28

-Mar

29-M

ar30

-Mar

31-M

ar1-

Apr

2-Ap

r3-

Apr

4-Ap

r5-

Apr

6-Ap

r7-

Apr

8-Ap

r9-

Apr

10-A

pr11

-Apr

12-A

pr13

-Apr

14-A

pr15

-Apr

16-A

pr17

-Apr

18-A

pr19

-Apr

20-A

pr21

-Apr

22-A

pr23

-Apr

24-A

pr25

-Apr

Mar Apr

0100020003000400050006000

Colorectal Center AdGroup Performance, This Reporting PeriodAdGroup Ad Impressions Ad Clicks Click-Thru RateAnorectal malformations 10,025 163 1.63%Carlo Dilorenzo 87 2 2.30%Cincinnati Children’s Colorectal Center 99 1 1.01%Colorectal Problems in Kids 3,758 26 0.69%Encopresis 1,767 61 3.45%Fecal Incontinence 773 2 0.26%Hirschsprung Disease 14,053 352 2.50%Idiopathic Constipation 16,379 370 2.26%Marc Levitt 417 23 5.52%Total 47,358 1,000 2.18%

2 Request Appointment

EventsCarousel Clicks 1Downloads 11Email Address Clicks 7

External Link Clicks 21Form Submissions 3

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Never underestimate the value of: T.B.I.H.

The Boss Is Happy

Note to Self…This IS your MOST IMPORTANT metric!

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Experiment and Expand• TBIH what next?• Managers must realize that the balanced scorecard is

not set in stone data typically points out areas that should be modified or adapted.

• Teach your team about metrics– Brown bag lunches– Provide data regularly

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Questions?

Stephanie.Cannon@NationwideChildrens.org Twitter:@cannons

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Handouts of Q’s to ask for foundation of data needs

• Philosophy and Processes– Do we have strong examples that illustrate our

measurement efforts and our successes?– Is there internal agreement on commonly employed

measures and formulas, such as conversion rates , revenue reconciliation, and ROI

– What processes are in place to ensure measurement and reporting? What processes do we need to have?

Source: Daniel Fell “Marketing Analytics: The New Imperative to Measure and Improve Marketing” Strategic Health Care Marketing January 2012

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Handouts of Q’s to ask for foundation of data needs

• Data Sources– What do we spend on al the carious data services

and subscription-based tools today, and can we consolidate and/or make better use of them

– Who within the marketing function should be tasked with managing analytics efforts

– How do we best compile, share, analyze, and report on the most meaningful data and marketing measures

Source: Daniel Fell “Marketing Analytics: The New Imperative to Measure and Improve Marketing” Strategic Health Care Marketing January 2012

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Handouts of Q’s to ask for foundation of data needs

• Knowledge and Training– How families is our marketing staff with designing and

implementing a meaningful analytics program– What processes are in place to ensure our marketing

department is keeping up with new approaches to measurement and staying ahead of the curve

– How are we training our staff on standard practices and measurement requirements

Source: Daniel Fell “Marketing Analytics: The New Imperative to Measure and Improve Marketing” Strategic Health Care Marketing January 2012

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Handouts of data needs• Data from your web traffic reports

– Visits– Visitors– Bounce rates– Unique visitors– Geo of visitors– Time on site– Number of pates visited– Path of visitor sessions– Referring domain– 404 errors– Search terms used to find site (SEO)– Browser type– Platform type (including mobile)– Top entry and exit pages

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Handouts of data needs• Business Value (ROI)

– Request for appointment– Calls to call center – referral based– Class registrations– Call tracking (across the board)– Donations (if you work with your development team)– Event registrations– Online gift shop– Enewsletter registrations– Job applications– Online bill payment– Clinical trial recruitment– Anything you can count as a conversion!

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Handouts of data needs• Data from your social media channels

– Channel growth – you can (for free) easily track growth of visitors, views and subscribers

– referrals to website – downstream traffic – Clicks on URL’s like bit.ly to track conversion rates– Buzz by channel (brand mentions)– Facebook offers daily – “people talking about this” you can compare across

competition for how engaged people are with you– Facebook offers “Who’s talking about us” – demographics of engaged people– Track most popular post for that given timeframe– Twitter interactions and mentions via your @handle– Twitter retweets– Customer service requests or assists via social media channels– YouTube offers geographic information– YouTube offers traffic sources

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Handouts of data needs• Marketing Data

– Publications• Readership Surveys• Tracking CTA Response• New Customer Referral/Acquisition

– Media – Attitudinal• New Media Contacts Acquired – Ad Equivalency per contact• Web site registrations

– Events• Cost per contact• New Contacts• Business Generated

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Handouts of data needs• Ad Data

– Media mix– Impressions– Demographics of channels– CTR ( if digital or SEM campaign)– Conversion rates of people coming from ad-specific URL’s

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Handouts of data needs• Business Value (non ROI quantifiable)

– Customer satisfaction (Press Gainey or others)– Operational efficiency– Brand overall– Competitive positioning– Market exposure

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Sources• http://www.encyclopedia.com/topic/Balanced_Scorecard.aspx• Sonar 6’s color paper• http://

www.motivitysolutions.com/CultureChangingTechnology/BusinessIntelligence.aspx• Analytics: The new path to value (IBM Global Business Services Executive Report) • Greystone.net – ROI and effectiveness Webmaster Workshop