aurora health care: metrics that matter, presented by mo moorman and becky kolar

Member Meeting 2October 25, 2016New York City

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Aurora Health CareMo Moorman and Becky Kolar

Metrics that matter

@Aurora_Health @MoMoorman @BeckyKolar


Metrics That Matter From “like” to appointment: A focus on engagement and

conversion

Presented by: Mo Moorman & Becky Kolar of Aurora Health Care October 25, 2016

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar | 2

Aurora Health Care Social Media Team

Becky Kolar

Mo Moorman

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar 3

Aurora Health Care

• Not-for-profit integrated health care provider

• Largest health care system in Wisconsin

• More than 1.2 million unique patients

• 8.8 million patient encounters

• 32,000 caregivers - including 1,800 employed physicians

• 30 counties, 90 communities

• 15 hospitals, 150+ clinics, 70 pharmacies

• $4.9 billion in annual revenue (2015)


Agenda

• What Are You Measuring? (And What Should You Measure?)

• Conversions

• Collecting Metrics

• Reporting Metrics

• Sample Campaign

• Summary

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Aurora’s social media strategy

5

Health tips

and news

Health info &

organization

news

Make healthcare

easier for me

Talk to me like

a person

@Aurora_Health @MoMoorman @BeckyKolar 6

@Aurora_Health @MoMoorman @BeckyKolar 7


Which social media channels do you use?

Instagram

Pinterest

LinkedIn

Twitter

Snapchat

Facebook

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Which social media channels do you use?

15



What Are You Measuring?

(And what should you measure?)


What are you tracking?

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What are you tracking?

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Old Metrics

• Audience size

• Impressions / Reach

• Number of posts

• Number of Likes, RTs, Shares, Comments

• Number of published blog articles

• Time on site

• Bounce rate

• Pageviews

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Tools / Collecting Conversion

Metrics


Question

Are you using Google Analytics or other tools to track every URL

going to your website?

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Become an Analytics Expert


Implement Google Analytics Tracking

ALL links to your site need tracking!

Example:

http://aurorahealthcareblog.org/health-care/watch-an-innovative-heart-

procedure-live-video

?utm_campaign=heart&utm_medium=social&utm_source=facebook

&utm_content=watch-an-innovative-heart-procedure-live-

video&utm_term=october-2016

utm_medium=social

utm_source=facebook

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My favorite Google Analtyics report: Acquisition>>All Traffic>>Source/Medium report

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Source / Medium Report

18 appointments x $1,500 per appointment = $27,000 in revenue Spend: $1,000 ROI: 27:1 return

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Reporting

Know your audience


Stakeholder Metrics

Tailor your reporting to your audience

Service Line Leader

• # Posts

• # Engagements

• # Impressions

• Conversions

• Content examples demonstrating service line promotions

C-Suite

• ROI

• Engagement

• Conversions

• Content examples demonstrating thought leadership & brand alignment

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Sample Campaign

TAVR (Transcatheter Aortic Valve

Replacement) Promotion


Step 1 – Coordinate with Clinical Team

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Step 2 – Create Landing Page https://www.aurorahealthcare.org/services/heart-vascular/transcatheter-aortic-valve-replacement

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Step 3 – Create Vanity URL

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Aurora.org/TAVR


Step 4 – Create Ads Promoting Live Video

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View a LIVE heart surgery Monday at 10:30 a.m. CST. Tune in to our Facebook page to view the live surgery. For more information, go to www.Aurora.org/TAVR.

http://www.aurora.org/TAVR


Step 5 – Go Live

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Step 6 – Promote the Video

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Gathering Results & Reporting

Facebook analytics

Google Analytics

Speak with clinical team

Report back to stakeholders

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Results Report

Basics

• 71,000 people reached

Engagements

• 46,000 views of live video

• 861 reactions

• 159 comments

• 272 shares

Conversion

• 300 visits Aurora.org/TAVR

Downstream Conversions

• 25 searches for “Find a Cardiologist”

• 10 “Second Opinions” made

• 3 TAVRs completed

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Summary

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Differentiate your metrics – social media & website

Break out metrics by basics, engagements, conversions and downstream conversions

For most accurate metrics, utilize native platform analytics

Track every single URL going to your website

Tie the results to your campaign objectives

Report metrics relevant to your audience



Thank you! [email protected] | [email protected]

@MoMoorman @BeckyKolar

Facebook.com/AuroraHealth

@Aurora_Health

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Member Meeting 2October 25, 2016New York City

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