[PPT] - Lead Capture How a healthcare company increased demand for services PowerPoint Presentation

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How a healthcare company increased demand for services 300%

Lead Capture

Jon Ciampi

VP, Marketing, Business Development & Corporate Development

CRC Health

Daniel Burstein

Director of Editorial Content

MECLABS

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Session Speaker

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Jon Ciampi

VP, Marketing, Business Development & Corporate Development CRC Health Jon oversees all marketing and business development efforts for CRC Health, a $450M revenue company. He manages the strategic accounts team and contracting team focused on 200 insurance contracts accounting for $200M of CRC’s revenue, including large accounts like Aetna, Cigna and Magellan. He also oversees all growth initiatives from cradle to grave, including two acquisitions. Jon started his career at Wells Fargo and Oracle, and he holds two patents in analyzing and rating electronic documents.

Black & White Headshot

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Experiment #1: Landing page

Experiment ID: Southern Indiana Clinic Testing Phase: Value Proposition

Background: An opiate treatment facility. Objective: Increase lead generation. Primary Research Question: Which landing page will generate the most leads? Test Design: A/B split test

Research Notes:

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Experiment #1: Results

Design Inq/Click Control – Previous Landing Page 4.56% Treatment – Optimized Page 5.45% Relative Difference

19%

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Experiment #1: Results

66% Increase in Admits per Click

Although the inquiries per click were only up 19%

Design Inq/Click Admits/Click Control – Previous Landing Page 4.56% 0.74% Treatment – Optimized Page 5.45% 1.24% Relative Difference

19% 66%

!

The value proposition became more exclusive

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Department Growth v. Company Growth

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2011-2012 2012-2013 Increase in Department Business Growth

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How?

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Jon could have focused on:

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Lead qualification Cost per lead Marketing Automation software Technology Keyword research

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But instead, Jon focused on:

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Lead qualification Cost per lead Marketing Automation software Technology Keyword research

THE CUSTOMER

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Lead Capture Quantity

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Lead Capture Quantity

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About CRC Health

A subsidiary of Bain Capital, CRC Health Group is the largest and most comprehensive network of specialized behavioral care services in the nation.

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 Understanding motivation  Driving traffic  Communicating the value proposition

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Motivate

Cost-Per-Click to Obtain Conversion

Profit Zone

Maximum Spend $192K

$(120.00) $(80.00) $(40.00) $- $40.00 $80.00 $120.00 1 26 51 76 101 126 151 176 201 Profit Profit with 25% increase for calls Avg CPC

Client Current Spend $60K

35,000 Keywords

Which ones are here? Which ones are here?

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Motivate

Keywords

What are people typing?

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Motivate

http://www.flickr.com/photos/cobalt/

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Motivate

http://www.flickr.com/photos/biggreymare

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Motivate

http://www.flickr.com/photos/subewl

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Motivate

What would you type?

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Motivate

Linguistic Analysis Highlights Motivational Tendencies and Openness to Value Prop

Keyword CTR for Center v. Facility

Center 9.36% Drug 3.31% Facility 42.11% None 18.43% (blank) 17.56% Grand Total 17.45%

Ad CTR for Center v. Facility

Center 1.56% Facility 0.84% None 0.85% Grand Total 0.92%

Query Analysis Ad Analysis

Facility is what they think of, but a Center is what they want

Takeaway

“Center” vs. “Facility”

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Motivate

Linguistic Analysis Highlights Motivational Tendencies and Openness to Value Prop

Query Analysis

“Medical”

Ad CTR for Medical

Medical 0.92% None 0.92% Grand Total 0.92%

Keyword CTR for Medical

Medical 18.14% None 17.44% Grand Total 17.45%

Despite internal beliefs, Medical doesn’t sell

Takeaway

Ad Analysis

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Motivate

Conversion Conversion

Long-Tail Keywords Optimize Conversion “Rehab”

“Rehab” + “alcohol” “Rehab” + “drugs” “Rehab” + “treatment center”

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 Understanding motivation  Driving traffic  Communicating the value proposition

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Traffic

Experiment #2:

Experiment ID: Sierra Tucson Testing Phase: Value Proposition

Background: An addiction and mental health rehabilitation facility. Objective: Increase clickthrough rate. Primary Research Question: Which PPC ad will obtain the most clickthroughs? Test Design: A/B split test

Research Notes:

Sierra Tucson (Value Proposition)

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Traffic

Experiment #2: Branded PPC

Sierra Tucson Care Center Considered a Top Recovery Clinic Get a Free Assessment. Call Now!

Control Treatment

Company Logic We have the most doctors, therefore we have the best care.

AZ Alcohol Detox Facility Considered a Top Addiction Clinic Traditional & Alternative Therapies

Customer Logic I am afraid to send my husband away to someone who will not care for him like I will.

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Traffic

Experiment #2: Non-Branded PPC

Customer Logic I am afraid to send my husband away to someone who will not care for him like I will.

Sierra Tucson Care Center Considered a Top Depression

Clinic. Traditional & Alternative

Therapies AZ Alcohol Detox Facility Exclusive, Luxury Rehab Facility. 1 Clinical Staff Per 3 Patients.

Company Logic We have the most doctors, therefore we have the best care.

Control Treatment

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Traffic

Testing Phase: Behavioral Psychology

Highest Performing Branded Ads (>1000 Impressions Lowest Performing Branded Ads (>1000 Impressions Ad CTR Ad CTR Bayside Marin - Recovery 21.84% Bayside Marin Clinic 0.97% Not Your Ordinary Health Program. Rehab Shouldn't Stop Your Career. Health Recovery Center. Call Now. For Top Executives Seeking Comfort. Bayside Marin Center 6.98% Bayside Marin Clinic 1.09% We Provide Private, VIP Recovery. Rehab Shouldn't Stop Your Career. Your Own Room, Beautiful Facility. Your Own Room, Beautiful Facility. Bayside Marin Center 6.18% Bayside Marin Clinic 1.11% Rehab Shouldn't Stop Your Career. Alternative Health Recovery Center. For Top Executives Seeking Comfort. Very Private & Exclusive. Call Now. Bayside Marin Center 4.97% Bayside Marin - Official 1.14% Everything You Need to Recover. Exclusive Treatment Recovery Center Private Room, Chef, Healthy Living. Private Chef, Pool, Gym Call Now. Bayside Marin Center 4.32% Bayside Marin Treatment 1.23% Alternative Health Recovery Center. Everything You Need to Recover. Very Private & Exclusive. Call Now. Private Room, Chef, Healthy Living.

“Center” “Clinic”

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Traffic

Experiment #2: Results

14,000 % Increase in CTR for Branded Ads 3,300 % Increase in CTR for Non-branded Ads

By focusing on value proposition, the test achieved a 14,000% increase on branded ad clickthrough rates, and a 3,300% increase in non-branded CTR.

!

Design Branded PPC Non-Branded PPC Control – Focus on Luxury 0.31% 0.13% Treatment – Focus on Value Prop 44.2% 4.41% Relative Difference

14,000% 3,300%

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Traffic

Value prop tested to over 45,000 referents

Tested 9 value props

In-house list Purchased list

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Traffic

Experiment #3: In-house email test

Experiment ID: Sierra Tucson List Testing Phase: Value Proposition

Background: Treatment center for addictions and behavioral disorders. Objective: Increase open and clickthrough rate. Primary Research Question: Which email will get the most clicks? Test Design: Subject line test

Research Notes:

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Traffic

Experiment #3: Subject lines

Problem Subject Lines Treatment fails patients Most rehabs can’t provide effective clinical supervision Treatment fails when therapists & clients aren’t aligned Solution Subject Lines CRC matches clients to the right level of care Referrals to CRC lead to satisfied clients We measure therapeutic alliance in real time

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Traffic

Sample Email

Claim of Value: Most recommended network by clinical professionals throughout the United States. Subject Line: The nation’s most trusted treatment programs Category: Trust

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Traffic

Experiment # 3: Results

Problem Subject Lines Open Rate CTR Treatment fails patients

31.8%

14.49% Most rehabs can’t provide effective clinical supervision

30.81% 9.23%

Treatment fails when therapists & clients aren’t aligned

29.98% 9.02%

Solution Subject Line Open Rate CTR CRC matches clients to the right level of care

30.96%

2.30% Referrals to CRC lead to satisfied clients

28.72% 3.70%

We measure therapeutic alliance in real time

28.72% 9.09%

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Traffic

Experiment #3: Results

Value Prop Phase 1 Message 01P Outdated addiction treatment fails patients Value Prop Phase 2 Message 05S CRC matches clients to the right level of care Value Prop Phase 2 Message 06P Most rehabs can’t provide effective clinical supervision Value Prop Phase 3 Message 08P Treatment fails when therapists & clients aren’t aligned Value Prop Phase 2 Message 04S Referrals to CRC lead to satisfied clients Value Prop Phase 3 Message 08S We measure therapeutic alliance in real time

31.80% 14.49% 30.96%

2.30%

30.81%

9.23%

29.98% 9.02% 28.72%

3.70%

28.72% 9.09%

Problem/Solution Subject Line Open Rate CTR

Lesson 1: Patient-focused messaging motivates in-house list, increasing CTR Lesson 2: Problem statements more powerful than solution statements

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Traffic

Experiment #4: Purchased email list test

Experiment ID: Sierra Tucson List Testing Phase: Value Proposition

Background: Treatment center for addictions and behavioral disorders. Objective: Increase open and clickthrough rate. Primary Research Question: Which email will get the most clicks? Test Design: Subject line test

Research Notes:

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Traffic

Experiment #4: Purchased list subject lines

Same content as in-house Role Subject 08P THERAPISTS

Treatment Fails Patients

08P THERAPISTS

Treatment fails when therapists & clients aren’t aligned

01S PSYCHIATRISTS Improving addiction treatment with science

& research

01P PSYCHIATRISTS Outdated addiction treatment fails patients 01P PSYCHOLOGISTS Outdated addiction treatment fails patients 06P PSYCHOLOGISTS Most rehabs can’t provide effective clinical

supervision

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Traffic

Experiment #4: Results

Role Subject Open Rate CTR 08P THERAPISTS

Treatment Fails Patients 7.34% 12.50%

08P THERAPISTS

Treatment fails when therapists & clients aren’t aligned 10.24% 11.54%

01S PSYCHIATRISTS Improving addiction treatment with science

& research

7.68% 8.55% 01P PSYCHIATRISTS Outdated addiction treatment fails patients 8.55% 4.76% 01P PSYCHOLOGISTS Outdated addiction treatment fails patients 7.06% 3.52% 06P PSYCHOLOGISTS Most rehabs can’t provide effective clinical

supervision

7.25% 3.45%

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Traffic

Experiment #4: Results

Role Subject Open Rate CTR 08P THERAPISTS Outdated Addiction Treatment Fails Patients

7.34% 12.50%

08P THERAPISTS Treatment fails when therapists & clients aren’t aligned

10.24% 11.54%

01S PSYCHIATRISTS Improving addiction treatment with science & research 7.68% 8.55% 01P PSYCHIATRISTS Outdated addiction treatment fails patients 8.55% 4.76% 01P PSYCHOLOGISTS Outdated addiction treatment fails patients 7.06% 3.52% 06P PSYCHOLOGISTS Most rehabs can’t provide effective clinical supervision 7.25% 3.45%

Patient-oriented problem statement motivates purchased list as well

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 Understanding motivation  Driving Traffic

 Communicating the value proposition

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Value Prop

Value Prop Communication: Segmentation

Psychiatrist Engagement Therapist Engagement 7.61% Overall Open rate 3.36% Overall CTR 9.81% Overall Open Rate 6.38% Overall CTR

Top messages were scientific-based Top messages were relationship-based

Improving addition treatment with science and research Treatments fail patients The strongest clinical supervision in the nation Treatments fail patients Treatment fails when therapists & clients aren’t aligned Most rehabs can’t provide effective clinical supervision

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Value Prop

Value Prop Communication: Segmentation

Psychiatrist Engagement Therapist Engagement 7.61% Overall Open rate

3.36% Overall CTR

9.81% Overall Open rate

6.38% Overall CTR

Top messages were scientific-based Top messages were relationship-based

Improving addition treatment with science and research Outdated addiction treatments fail patients The strongest clinical supervision in the nation Outdated addiction treatments fail patients Treatment fails when therapists & clients aren’t aligned Most rehabs can’t provide effective clinical supervision

Different audiences need different value prop communication

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Value Prop

Learning about your audience

Psychiatrist Engagement Therapist Engagement

Easy to get a meeting, less likely to engage Look for analytical, science, and research discussions Concerned with clinical excellence Over 80% don’t do therapy Told in stories vs. numbers Emotionally driven Clinical excellence, supervision and therapeutic alliance Want personalized touch; relationship

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Value Prop

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Results: Value Proposition Optimization

Inquiries Admissions Value Proposition Testing Begins

Value proposition testing results show 3x to 4x increase in demand for services.

A A M M J J J S O N D F

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Value Prop

Experiment #6: Turn-About Ranch

Experiment ID: Turn-About Ranch Testing Phage: Value Category (Phase 1)

Background: Working cattle ranch for troubled teens. Objective: Increase the total number of leads captured. Primary Research Question: Which value category will obtain the most form submissions? Test Design: Multifactor split test

Research Notes:

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Value Prop

Linguistic Analysis Highlights Motivational Tendencies and Openness to Value Prop

Query Analysis

“Luxury”

Ad CTR for Luxury

Luxury 0.96% None 0.91% Grand Total 0.92%

Query CTR for Luxury

Luxury 62.57% None 17.42% Grand Total 17.45%

Luxury is important, but quickly fades

Takeaway

Ad Analysis

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Value Prop Leading with “Unique Setting” Glamorized imagery of “Dr. Phil Show” episode Rotating banner with hero shots

Experiment #6: Control

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Value Prop Real people:

“A Message from

ur Director”

“Testimonials”

Leads with trust-based messaging:

“Recommended by doctors and therapists” “24 years in business”

Experiment #6: Treatment

Third- party credibility indicators

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Value Prop

By utilizing trust-based messaging, the treatment ties better into the prospect’s thought process and generates 29.8% more leads online.

!

Design Conversion Rate Control – Lux, short copy 6.92% Treatment – Trust-based, longer copy 8.98% Relative Difference 29.8%

29.8% Increase in Total Conversion

The treatment page increased the rate of conversion by 29.8%

Experiment #6: Results

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Value Prop

Experiment #1: Landing page test

Experiment ID: Southern Indiana Clinic Testing Phase: Value Proposition

Background: An opiate treatment facility. Objective: Increase lead generation. Primary Research Question: Which landing page will generate the most leads? Test Design: A/B split test

Research Notes:

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Value Prop

Experiment #1: Control

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Value Prop

Experiment #1: Control

Bad stock photos Bad sequencing Bad navigation and friction Bad CTA, lots of anxiety

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Value Prop

Experiment #1:

Control Treatment

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Value Prop

Experiment #1: Treatment

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Value Prop

Experiment #1: Treatment

Less anxiety Credibility Sequencing

f

information

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Value Prop

Experiment #1: Treatment

“Not a private Dr.’s office” “This doesn’t fit my schedule.”

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Value Prop

Experiment #1: Results, revisited

66% Increase in Admits per Click

Although the inquiries per click were only up 19%

Design Inq/Click Admits/Click Control – Previous Landing Page 4.56% 0.74% Treatment – Optimized Page 5.45% 1.24% Relative Difference

19% 66%

!

The value proposition became more exclusive

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Top Takeaways

Focus on sequencing Get in your customers’ mindset Look at the entire funnel 1 2 3

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Black & White Headshot

Thank You

Jon Ciampi VP, Marketing, Business Development & Corporate Development CRC Health jciampi@crchealth.com

Black & White Headshot

Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein