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HILE-LIGHTS PRESENTS…

October 25, 2017

© Hileman Group. All rights reserved.

Healthcare Marketing: Stop Marketing. Start Engaging.

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• Our goal is to have this be a lively, interactive discussion, so please submit your questions throughout the

presentation and we will be sure to answer as many as we can in the last 15 minutes.

• No worries about scrambling to take notes. As a follow-up, we will email a video recording for your records.

• If you would like to live tweet throughout the webinar, feel free to use – #hilelights

• We’d love to hear from you! If we don’t cover something, or if your question isn’t answered, send us an

email and we will get you a response as soon as possible – Contact@HilemanGroup.com

Housekeeping NotesH I L E - L I G H T S P R E S E N T S

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Housekeeping NotesH I L E - L I G H T S P R E S E N T S

Control panel:

When you first join a session, the control panel appears on the right side of your

screen. Use the control panel to manage your session.

Raising hands:

You can raise/lower your hand by clicking the icon in your control panel.

This allows us to see who responded to a question in a “poll”-style scenario;

or use it if you have a technical issue.

Asking questions:

Throughout the webinar, please submit any questions into the Questions

pane within the control panel. Simply type your question into the Questions

pane and click Send.

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IntroductionsH I L E - L I G H T S P R E S E N T S

Kyle ChandlerDirector of Marketing

@ProjectChandler

Brett ColasantiManaging Partner

@BrettColasanti

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AgendaH I L E - L I G H T S P R E S E N T S

• KEY INITIATIVES

• WHERE TO START

• HOW TO DO IT

• REAL-WORLD EXAMPLE

• KEY TAKEAWAYS

• FINAL QUESTIONS

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KEY INITIATIVES

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Today’s Healthcare MarketerK E Y I N I T I AT I V E S

By speaking to current and prospective patients, as well as referring physicians – across digital and

traditional channels – today’s marketers can influence their organizations like never before. Through

our own client interactions and interviews, Hileman Group has identified several opportunities where

marketing can make meaningful contribution:

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WHERE TO START

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Keep it SimpleW H E R E T O S TA R T

Identify a Corporate Sponsor and Internal Champions

Refine Broad Personas Down to Specific Program

Develop a Communication Strategy

Create a Content Strategy & Gap Analysis

Prioritize Service Lines

If you read our eBook, you know that we believe in a Center of Excellence approach to digital marketing,

built around 6 best-practice strategies. But what if you’re just getting started?

Like all complex issues, the key is to keep it simple:

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Examples: Organizational PersonasW H E R E T O S TA R T

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Examples: Campaign-Specific PersonasW H E R E T O S TA R T

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Examples: Content Inventory & Gap AnalysisW H E R E T O S TA R T

Title Type Comm. Priority Persona StageUnique Birthing Plan Sample PDF Personalized Approach Pregnant, Caregiver Awareness

Mom's Choose Us - Overview Webpage What to Expect All Awareness

Mom's Choose Us - Video Player Video What to Expect All Awareness

Birthing Experience Guide PDF What to Expect All Awareness

Mother & Baby - Overview Webpage What to Expect All Awareness

Hospital Stay Checklist PDF What to Expect Pregnant, Caregiver Interest & Engage

Interactive Healthy Pregnancy Tool Tool What to Expect Consider Interest & Engage

Frequently Asked Questions Webpage What to Expect All Interest & Engage

Labor and Delivery General Information Webpage What to Expect All Interest & Engage

Healthy Pregnancy General Information Webpage What to Expect All Interest & Engage

Birthing Room Suites - Imagery Gallery Why Us Pregnant, Caregiver Interest & Engage

“Every birth is unique, every baby a miracle” Quote Why Us All Desire

Pregnancy Quick Reference Guide PDF What to Expect Pregnant, Caregiver Desire

C-Section Preparation Guide PDF What to Expect Pregnant, Caregiver Desire

Classes and Programs for Growing Families PDF Personalized Approach Pregnant, Caregiver Desire

Birthing Classes Locations Webpage Personalized Approach Pregnant, Caregiver Desire

Find an OBGYN Webpage How to Engage Consider Action

Find a Pediatrician Webpage How to Engage Pregnant, Caregiver Action

Find a Prenatal Class Webpage How to Engage All Action

Register for an Appointment Online Webpage How to Engage Consider Action

Register for an Appointment via Phone Phone Number How to Engage Consider Action

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Examples: Service Line PrioritizationW H E R E T O S TA R T

Co

nsu

mer

Ch

oic

e

HIG

HLO

W

HIGHLOW Service Line Profitability and Volume

Bariatrics

Orthopedics

Primary Care

Cancer Treatment

Mother Baby

Heart and VascularPreventative Screenings

Digestive Diseases

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HOW TO DO IT

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Best-Practice ImplementationH O W T O D O I T

Start with a simple pilot to show value, but consider scalability

Decide how you will measure success from the beginning

Identify technology integration points

Define governance early on to prioritize and drive buy-in

There are several strategies that will both improve your chance of success and reduce the time to

implement. How can you incorporate these ideas into your organization?

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MeasurementH O W T O D O I T

When thinking of measurement, be sure to include both vanity marketing metrics as well as your

organizational baseline measurements. While vanity metrics are used by marketing teams, your executive

board will want to see real KPIs.

Sample Vanity Metrics Sample KPI Metrics

• Impressions

• Time on site

• Open rate

• Page views

• Click-through rate

• Bounce rate

• Delivery rate

• ROI

• Opportunities/Revenue

• Cost per acquisition

• Conversion rate

• Lead quality

• Funnel stage per channel

• Stage velocity

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MeasurementH O W T O D O I T

Where do you access this information?

Ad Tech/Analytics

Impressions

Time on site

Page views

Email/Marketing Automation

Bounce rate

Delivery rate

Open rate

Click-through rate

Marketing Automation/CRM

ROI

Opportunities/Revenue

Cost per acquisition

Conversion rate

Lead quality

Funnel stage per channel

Stage velocity

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The Technology for Closed-Loop ReportingH O W T O D O I T

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Operationalize Marketing to Find ScaleH O W T O D O I T

Build your operational Center of Excellence (CoE). The CoE approach allows for the development of

programmatic solutions that can be customized, yet quickly implemented, for multiple marketing initiatives.

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Operationalize Marketing to Find ScaleH O W T O D O I T

Using the “crawl, walk, run” methodology, build different program hierarchies to allow scale. Start with basic

programs to get rolling. Build from there into standard programs. Then, based on learnings, fully customize

with enhanced or advanced programs.

Basic Programs:

• Landing page• Thank You page• Thank You email• Campaign brief

Standard Programs:

• Landing page• Thank You page• Full nurture stream• Multi-channel digital

marketing plan

Enhanced Programs:

• Landing page• Thank You page• Multiple nurture streams,

based on Personas• Multi-channel digital

marketing plan• Customized approach

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REAL-WORLD EXAMPLE

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Key Initiative: Patient AcquisitionR E A L - W O R L D E X A M P L E

By far, the most common marketing initiative is acquisition. This example looks at a real patient

acquisition program, run by a top healthcare system, that has resulted in lead-to-patient ratios averaging

between 8-10%, with some programs resulting in over 1,000% ROI.

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Top Tactics: Top of the FunnelR E A L - W O R L D E X A M P L E

Social MediaMostly driven by Facebook, social media is

one of the highest converting lead sources

across the majority of our programs.

Search EnginesOrganic and paid search are main staples in

all healthcare programs, as 86% of patients

conduct a health-related search before

booking a doctor’s appointment.

Email NewslettersAlthough considered an antiquated approach,

email newsletters were one of the highest

converting sources to new patients across our

clients. These subscribers are brand advocates

that can also help drive new patients.

Remarketing & RetargetingIf executed correctly, remarketing is an

extremely engaging and cost-effective digital

tactic. The key in execution is being helpful, NOT

creepy.

Display AdvertisingAlthough this is not as impactful for patient

generation, when implemented correctly, it is a

great brand awareness technique. Great to use

around awareness months and community

events.

Your Corporate WebsiteThe most commonly missed tactic is your own

website. Leveraging key calls-to-action is

essential to converting your visitors into patients.

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Top Tactics: Middle/Bottom FunnelR E A L - W O R L D E X A M P L E

Targeted Multi-Step Nurture

• Leveraging paid/organic search, social

and targeted display, etc.

•Progressive profiling to capture key

demographic data

• Targeted, relevant content streams

based on user profile and activity

• Lead scoring leveraged to identify fast-

track users

•Robust tracking and measurement

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Top Tactics: Measurements & OptimizationR E A L - W O R L D E X A M P L E

Pacing Reports: Monthly Dashboards:

Quarterly Benchmarks:

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KEY TAKEAWAYS

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Key TakeawaysH I L E - L I G H T S P R E S E N T S

1. Always start with your audience – know who you are talking to and what pain points they have.

2. Understand what measurements you need as a marketer and what your leadership needs – these

are commonly different metrics.

3. Use the “crawl, walk, run” method to get started – it is easy to get overwhelmed if you bite off

more than you can chew with your initial programs.

4. Speak to the audience where they live and personalize the communication based on their unique

place in their patient journey.

5. Start your governance committee early – this includes marketing, technology and leadership – talk

about integrations, requirements, etc.

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QUESTIONS?

Thank you!

© Hileman Group. All rights reserved.