YES, YOU CAN Measuring the Value of Your

Hospital’s Website

THE CHALLENGE

• Lack of Contribution Margin

• Complexity of Departments and

Procedures

• Limited ability to follow up with leads

• Lag time between revenue

reports

We as Healthcare Marketer Face…

SOUND FAMILIAR?

THE RESULT

• Stale reporting

• Limited insights

• Lack of

engagement by

senior decision-

makers

KEYWORD Jun-12 Jul-12 Aug-12 Sep-12

aneurysm treatment centers 5 1 3 3

arrhythmia treatment 30 31 21 14

CRITICAL QUESTIONS

1. How can we determine the ROI of

our marketing efforts, without clear

revenue data?

2. How can we attribute leads across

multiple channels, including offline?

3. How can we hold our content

accountable?

4. How can I pull all my data into one

coherent picture?

GOALS OF OUR

PRESENTATION

1. Learn New Ways to Leverage

Analytics to Answer Critical

Questions

2. Leave with a Methodology for

Attaching Revenue to Your

Website

3. Introduce Tableau as a Solution for

Integrating Marketing, Data, and

Operations

THE HEALTHCARE FUNNEL

You can call it passion for healthcare marketing. We call it full digital funnel management.

POLL QUESTION

How Would You Rate Your

Comfort with Google Analytics?

• EXPERT

• SOMEWHAT

• NOT VERY

THE SOLUTION:

Yes, You Can…

HOW TO GET TO ROI

Return on Investment

MUSC

Ingredients:

1. Select the year you have

complete data for

2. Annual Revenue (available on

your hospital’s website or

Guidestar.org) OR Annual

Contribution Margin

3. Number of non-ED cases for

that year

4. Pick your important online

conversions (KPIs)

2011-2012

$1.3 Billion

$320 Million

606,393

Find-A-Doc

Request Appt

Time on Site

HOW TO GET TO ROI

Return on Investment

MUSC

Contribution Margin ($320M)

Online Conversions =

Contribution Margin

Per Conversion

Online Conversion CM Per Conversion

184,011 Find a Docs $1,739 per Find-A-Doc

5,647 Request an Appointments $56,667 for Request an Appt

50,453 hours = time on site

(roughly 6 years!)

$6,342 per visitor hour on site

Phone Appointments to Taste

YES, YOU CAN… #2 - USE ATTRIBUTION TO GIVE CREDIT

WHERE CREDIT IS DUE

2. Using Attribution Modeling

for Offline Campaigns

MUSC’s Television Campaign

Promoting Physicians, Fall 2012:

• $85,000 media spend for

television ads over 6 weeks

• Promoting custom URL:

WhyMUSCPhysicians.com

• Question #1: What Influence

Did This Campaign Have on

Appointment Requests?

• Question #2: What was the ROI

for this offline campaign?

2. Using Attribution Modeling

for Offline Campaigns

MUSC’s Campaign Promoting

Physicians:

• Use the Google Analytics Multi-

Channel Attribution Tool

• Choose the “Any Interaction”

Feature to capture all

WhyMUSCPhysicans Visitors

• We see that the Physicians

Campaign led to 294

conversions totaling $674,310

in new revenue

YES, YOU CAN… #3 - UNDERSTAND YOUR ORGANIC

TRAFFIC AND CREDIT YOUR CONTENT

FOR LEADS

HOW DOES ENGAGEMENT

LEAD TO CONVERSIONS?

The longer the time spent on the website, the

higher the chance of conversion.

2.7%

12.6%

15.0% 16.6%

20.5% 21.7%

33.2%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

0-10 seconds 11-30 seconds 31-60 seconds 61-180 seconds 181-600 seconds 601-1800 seconds 1801+ seconds

% o

f V

isito

rs t

ha

t C

on

ve

rte

d

Time on Site

• MUSC Find-A-Doc leads consume 3.7 times the

number of pages of non-leads.

• MUSC “Request an Appointment” leads consume

6 times the non-converter rate.

Non-

Converters Find-A-Doc Request an

Appointment

Pages Visited

Unique Visitors

Average

Value Per Page

HOW DOES ENGAGEMENT

LEAD TO CONVERSIONS?

386,112

236,232

1.63

$0

98,416

16,055

6.13 $284

5,127

521

9.84 $5,758

WHAT IS THE BEST

DISTRIBUTION CHANNEL?

Google Plus users are visiting 90% more pages and spending 347% more

time on the website.

IS OUR CONTENT

ENGAGING?

YES, YOU CAN… #4 - AGGREGATE YOUR DATA INTO ONE

COHERENT PICTURE

What is Tableau?

All Your Data, in One Coherent Picture

YES, YOU CAN… ANTICIPATE WHERE DIGITAL

MARKETING IS GOING IN 2014

2014 AND BEYOND… Where Digital Marketing is Going

NURTURING SOLUTIONS

• Marketing Automation

• Email Marketing

• Social Media Marketing

• Content Marketing

• Video Marketing

• Retail Marketing & Management

• Reputation Management

• How can we track patients

and their conversions

across multiple devices?

• How can we integrate the

demographics of our

visitors into our overall

analytics?

• How will we respond to a

world where search

engines don’t provide

organic keywords

anymore?

• How can we as a hospital

learn from and implement

the best practices of the

business world?

JUST TO REVIEW

1. Use MUSC’s recipe to cook up your

hospital’s ROI

2. Use custom URLs and the Analytics

Attribution Model to determine the

ROI of offline campaigns.

3. Use time on site, pages consumed,

and more to understand your

content’s impact.

4. Consider Tableau as a way of

pulling together all your hospital’s

marketing and operational data.

Now Go Change the World!

THANK YOU!

!

Jane Kelley kelleyje@musc.edu

Matt Fieldman mfieldman@fathomdelivers.com