afc marketing update april 26, 2012attainfertilitycenters.com/bsm/ppt/doug weiss afc marketing...

AFC Marketing Update

April 26, 2012

2012 IntegraMed • Proprietary & Confidential

2012IntegraMed • Proprietary & Confidential

2012 Media Plan, social and content calendar and partner activities (AFA,

Resolve) • Media Plan

> NIAW promotion plan – email list, press releases, social media, paid search – currently executing

> WebMD campaign (July 2012)

> Reviewing Brand Movers proposal (loyalty campaign)

• RESOLVE – NIAW and Advocacy Day

• AFA – Scheduling first round of video shoots

Attain value proposition presentation, changes to collateral materials,

positioning of additional services – PR, Press Ganey, web marketing and

web sites, ARTIC, PRM • Rolled out Value Proposition PPT at February PL Meeting

• PR – developed new INMD and AFC messaging for corporate and divisional releases

• Collateral on hold pending Attain IVF program changes

2012 Communications calendar – updates, press releases, new

partner/affiliate/product announcements. • PR – 7 press releases distributed, featuring health-centric content, IVF NJ announcement and AF

Predictor

• Q1 content – Endometriosis Awareness Month, NIAW promotion & Wellness Wednesdays

4/26/2012

2

Marketing, Social Media and Communications – Q1


Execute 2012 themes (web content, social media, pr, etc)

– AFA videos

– Mother’s Day support

Extend the AFC brand and clinics through NIAW events and Walk of Hope

(ARMS and ACRM)

Create better AF.com user experience through website enhancements

– Implement findings from multivariate testing to decrease bounce rates

– Edit articles to be more reader-friendly – add bullets/numbers, add text links,

add images/videos

– Reorganize content, making it easier to find articles

Improve patient experience by measuring patient satisfaction levels at key

points in their treatment and identifying areas for service improvement

(ongoing throughout 2012)

– Work with Press Ganey Improvements Manager to identify areas of

improvement based on survey results (Qs 2, 3, 4)

4/26/2012

3

Marketing, Social Media and Communications – Q2


Creative Services Q1 Objectives Status Update

Complete web design work, establish ongoing support relationships

Project Status

Landing pages migration from Jboss to dotCMS Complete

Launch Donor Egg Bank USA Complete

Launch ArizonaFertility.com and completely migrate from ArizonaRMS.com site

Complete

Launch ArizonaEggDonor.com and establish Donor Egg case study Complete/In process

Revise FCI (3) sites per request and establish support relationship Complete/In process

Establish Web Request system to improve workflow In process


Creative Services Q2 Objectives Status Update

Complete web design work, establish ongoing support relationships

Project Status

Improve Landing pages performance based on HiConversion Learning In process

Launch UNC Fertility Website In process

Relaunch AttainFertility.com with better user flow and organization of content to improve organic search traffic

Q3

Optimization of the Attain Fertility Blog to improve SEO to all AFC properties

In process

Establish Donor Egg case study for acquisition process and financials In process

Launch FCI International Micro Website & Revise FCI Online site to include editable widget on home page and organization of content

In process


Objective Status End Date

Align marketing and sales

metrics across practices

PDM’s presented at PDM Meeting last

week

• Cost per inquiry

• NPV by channel

• Online/Offline campaigns

Complete

Appointment Automation Email program launched at RSC

Bay

Complete

Develop PRM/Salesforce

dashboards to monitor NPVA

vs Budget and conversion

rates

3 out of 4 dashboards complete Friday, April 20th

Complete development of

sales mobile app for PLs

Version 1 Complete Version 2 to

launch end of

April

Develop plan for new patient

visit call center support,

identify beta centers

• Plan in place

• Centers need to be identified,

UNC a candidate

UNC launch date

Patient Acquisition Q1 Objectives Status Update


Objective Status Date

Launch Version 2 of app • Host webinar upon V2

completion

• Oversee adoption & usage in

Q2

End of April

Appointment Automation • SMS program at RSC Bay

50% Complete

May

Develop Objection Scripting • Established plan

• Back-end 50% complete

• Training schedule needed

June

Launch new patient visit call

center at beta centers

• Contingent upon UNC launch

• 2+ additional beta centers

need to be identified

UNC launch date

Patient Acquisition Q2 Objectives Status Update

2012IntegraMed • Proprietary & Confidential 8

April, 2012 PDM Meeting Topics

NPV Mix and Cost, Conversion Rates, Q2 Action Plans by Practice

Attain IVF Program Q1 Results and Plans

JPMB Presentation, including Success Measure demonstration

AFC 2012 Strategy

Disney Initiative, “How to Make a Baby” Campaign

Attain Rx Program Introduction

Facebook changes, MultivariateTesting Results

Salesforce mobile app and dashboards, PRM reporting

Social Media: NIAW, eCards, blogging agreement, Advocacy Day


Acquisition Metrics

Quarterly Q1 ’10 Q2 ’11 Q1 ‘12

Visits (000) 75 147 428

Organic(000) 41 70 163

Organic % 55% 48% 38%

Inquiries (000) 3.4 14.3 13.9

Paid CPC $1.19 $2.27 $1.28

Paid CPI $10.99 $11.55 $16.94

Annual 2010 2011 2012 Est.

Visits (000) 368 951 1100

Organic(000) 180 413 440

Organic % 55% 43% 40%

Inquiries (000) 23 55 64

Paid CPC $1.47 $1.67 $1.25

Paid CPI $11.13 $11.56 $15.00


Internet Traffic Mix


Lead Source and Volume

2012IntegraMed • Proprietary & Confidential 12 2012IntegraMed • Proprietary & Confidential

Attain Fertility Planner App

Mobile Version Website

DTC Land, Learn, Inquire, Locate


Facebook Tab

New FB Feature -- eCards


2 Day Stats

Email notification sends people to the eCard - share and sign up to become a fan.

New FB Feature -- eCards

afc marketing update april 26, 2012attainfertilitycenters.com/bsm/ppt/doug weiss afc marketing...

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