Your website is a big investment. It's also one that, if done well, will pay for itself over and over again. The key is understanding how your website, and supporting digital initiatives, can be used as tools to deliver value. Attend this webinar and learn how to successfully translate your organization's strategic goals into digital goals, making your website a revenue-generating and volume-driving machine. You'll discover how to define value for your online tactics, and how to communicate that value to key stakeholders. We'll also cover what effective digital plans look like, and provide actionable guidance to help make your digital marketing strategy deliver real results. Interested in learning more? Check out the slideshare.

1. Proving the Value of
Your Website

2. Today’s Presenters
Ben Dillon, MBA | Chief Strategy Officer | Geonetric
Ben writes and speaks extensively about healthcare technology trends, on
everything from social media strategies to accountable care organizations. He’s
also a Twitter junkie – follow him at @benatgeo.
Tedd Kipper | Client Strategist | Geonetric
To call Tedd experienced in the healthcare industry is an understatement. With
former roles that include COO at a community hospital and director of business
services for a physician group, understands the unique challenges and
opportunities that face healthcare marketers today.

3. Duke University Study
• Two out of three chief marketing officers are feeling
pressure from administration and the board of directors
to prove marketing’s value.
• Two-thirds of marketers agree that there is now more
pressure to show return on investment in marketing
spending and that the pressure will not be going away
anytime soon.
• 83% of marketers indicate that it’s extremely or
somewhat important for their team to prove the business
impact or Return on Investment.

4. Your ROI IS Important
• Reimbursement uncertainty is making ROI more and
more important
• There are two ways to measure a websites effectiveness –
quantitative and qualitative.
• Analytical tools can help you connect marketing activities
with revenue generated
• Gather results to report to stakeholders to show the
investment was worth the expense

7. ROI Doesn’t Tell the Whole Story
1. ROI also means return on impressions – the number of
people that actually view your marketing material
2. ROI is also a return on opportunity – the indirect
marketing potential in creating downstream revenue
3. ROI can also mean return on engagement – where you
analyze how people are engaging with your brand or
content.
4. ROI, most importantly, can mean measuring your
brands performance in terms of building and
maintaining relationships.

8. How to Measure Your ROI

9. Five Steps to Improving Outcomes and
Measuring Results
1. Know your organization’s strategic goals
2. Align your marketing objectives with those strategic
goals – ask your vendor to help
3. Be diligent in tracking results
4. Reporting results to stakeholders
5. Review and reset

10. Benefit Health
Strategic Plan Priorities
Improve Quality
Improve OB/GYN Market Share
Provider Promotion
Financial Performance

11. Five Steps to Improving Outcomes and
Measuring Results
1. Know your organization’s strategic goals
2. Align your marketing objectives with those strategic
goals – ask your vendor to help
3. Be diligent in tracking results
4. Reporting results to stakeholders
5. Review and reset

12. Improve Quality
Objective Tactic Audience Success
Measure
Develop specific clinical
data integration
throughout appropriate
service lines
• Weave clinical data
into service lines, make
it meaningful
• Use HCAHPS scores as
a visual measurement
for patients
researching facility
• Family healthcare
decision makers –
women
• Men and women 50+
• Geographically;
Eastern Iowa, Western
Illinois and Wisconsin
• Community business
partners
• Physicians
• Benefit Health
employees
• Regional providers and
facilities
Time on site increases
from average of 2:00
minutes to 2:50 minutes

13. Financial
Objective Tactic Audience Success
Measure
March 2015 – Launch
brand campaign
• Marketing campaign
using Geonetric’s agile
marketing division
• Agency working on
campaign, work
together to ensure
campaign success
• Patient stories
• Family healthcare
decision makers –
women
• Men and women 50+
• Geographically;
Eastern Iowa and
Western Illinois and
Western Wisconsin
• Community business
partners
• Physicians
• Regional providers and
facilities
• Requests for
information increase
by 10%
• Request for
appointment increase
by 5%
• Class registrations
increase by 15%
• Provide content that
speaks to the “Benefit
Health” experience
• Testimonials from
patients, doctors

14. Social media, videos and
traditional marketing
Increase newsletter
subscriptions. Have
community sign up for
news feeds that utilize a
Brand Journalism
approach
Begin placing patient
testimonials on provider
profiles.
Customize provider profile
section with treatment
philosophy or personal
interests.
SEO Audit – conducted by
Geonetric to assist in
optimizing keyword and
description search
Website will be used to
show benefits of clinical
integration
SEO Audit – conducted by
Geonetric to assist in
optimizing keyword and
description search
Use videos to help
patients/visitors have a
more personal connection
with provider
Description and keywords
work
Recognized leader of
health education
Description and key words
work
Use panels effectively, a
campaign with a strong
landing page, make sure
doctors have killer profiles
Launch clean up effort to
improve SEO
Develop specific quality
landing pages. Show the
data, keep it updated
Launch clean up effort to
improve SEO
Digital Roadmap Q4, 2015
Improve
Quality
Improve OB/GYN
Market Share
Provider
Promotion
Financial
Performance

15. Five Steps to Improving Outcomes and
Measuring Results
1. Know your organization’s strategic goals
2. Align your marketing objectives with those strategic
goals – ask your vendor to help
3. Be diligent in tracking results
4. Reporting results to stakeholders
5. Review and reset

16. Improve OB/GYN Market Share
Objective Tactic Audience Success Measure
Relevant content and clear
calls to action to increase
patient requests for
information
Content writing • Family healthcare
decision makers –
Women
• Women between the
ages of 22 and 40
• Geographically;
Eastern Iowa, Western
Illinois
Time on site – Increase by
1:30 minutes
Forms with clear calls to
action (pre-registration,
prenatal class registration)
Conversions – Increase
class registrations by 20%
Increase patient census New vs. returning –
Increase new patients by
5%

17. Form Prior
Status
Net Forms
by IP
Address
IP Address
Using
Services
IP Address
Utilization
Rate
Patients Visits Gross Charges
(Includes
Downstream
Rev)
Request
Appointment
Current
Patient
225 40 18% 40 85 $42,752.55
Request
Appointment
Prospect 157 15 10% 17 51 $61,345.22
Class
Registration
Current
Patient
83 22 27% 22 22 $143,554.82
Class
Registration
Prospect 117 37 32% 37 37 $166,832.10
Patients Visits Net Revenue
(65% of Gross)
Current
Patients
62 107 $121,099.79
Prospects 54 88 $148,315.26
Totals 116 195 $269,415.05
Benefit Health OB/GYN Market Share Tracking Results

18. Details by
Form Type
Medical Group Emergency
Room
Outpatient Surgical
Cases
Inpatient Totals
Form Prior
Status
Visits Charges Visits Charges Visits Charges Visits Charges Visits Charges Gross
Charges
Request
Appt.
Current
Patient
42 $13,214.32 11 $8,412.11 22 $5,689.55 0 $0.00 10 $15,436 $42,752.
Prospect 13 18,032.66 5 $5,294.78 10 $5573.56 0 $0.00 23 $32,444 $61,345.
Class
Register
Current
Patient
3 $1538.21 0 $0.00 0 $0.00 4 $14891 15 $127,124 $143,554
Prospect 5 $4,896.77 8 $8,832.55 9 $16,678 0 $0.00 15 $136,424 $166,832
Benefit Health OB/GYN Market Share Tracking Results

19. Additional Measurement Tools

20. 20
Benefit Health – Digital Form
Data: Completion of Digital Forms to Actual Patient Visit
Criteria: Website Visitor Conversions
Current patient/
New patient
Number of
patient(s)
Number of
Visits
Targeted
Physician
Treating
physician
Patient
location
Gross
charges
Request an
Appointment
Current Patient
New Patient
Home Care
Referral
Current Patient
New Patient
Hospice
Referral
New Patient
Face to Face
Encounter
Current Patient
New Patient
VNA Hospice
Referral
New Patient

21. 21
Benefit Health – Awareness Campaign
2014 vs. 2015
Data: Gross charges
Criteria: Digital forms completed for targeted service line
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Ortho
2014
2015
Cardiac
2014
2015
Cancer
2014
2015
Gen Med
2014
2015
Outpatient
Services
2014
2015
Clinics
2014
2015

22. 22
Benefit Health – Services APG Comparative Data by Procedure
2014 vs. 2015
Data: APG’s
Criteria: New patient digital forms completed for targeted services
APG Description 2014 # of
Patients
Gross
Charges
2015 # of
Patients
Gross
Charges
Increase
(Decrease)
9 Excision and Biopsy
37 Arthroscopy
60 Pulmonary Tests
81 Echocardiography
85 Angioplasty
88 Cardiothoracic Procedures
137 Therapeutic Colonoscopy
233 Cataract Procedures
270 Occupational Therapy
271 Physical Therapy
272 Speech Therapy
281 Magnetic Resonance
Angiography
290 PET Scans
291 MRI
316 Individual Psychotherapy
322 Medication Administration
599 Hypertension
803 Cheomtherapy
807 Fever

23. Benefit Health – Service Line DRG Comparative Data
2014 vs. 2015
Data: DRG’s
Criteria: New Patient digital form completion by targeted service line
DRG Description 2014 # of
Patients
Gross
Charges
2015 # of
Patients
Gross
Charges
Increase
(Decrease)
028 Spinal Procedures
034 Carotid Artery Stent Procedure
052 Spinal disorders
133 Other ear, nose, mouth or throat
176 Pulmonary embolism
233 Coronary Bypass
414 Cholecystectomy
453 Spinal Fusion
509 Arthroscopy
535 Fractures of hip and pelvis
614 Adrenal procedures
653 Major Bladder procedures
686 Kidney and urinary tract neoplasms
774 Vaginal delivery

24. Five Steps to Improving Outcomes and
Measuring Results
1. Know your organization’s strategic goals
2. Align your marketing objectives with those strategic
goals – ask your vendor to help
3. Be diligent in tracking results
4. Reporting results to stakeholders
5. Review and reset

25. Return on Investment Reporting
Closed Loop
Prospect
Visits for the
First Time
Visitor Takes
Activity on
Your Site
Visitor
Provides
Info
Information
is tracked
via CRM
Visitor
Becomes a
Patient and
Credited to
ROI

27. Five Steps to Improving Outcomes and
Measuring Results
1. Know your organization’s strategic goals
2. Align your marketing objectives with those strategic
goals – ask your vendor to help
3. Be diligent in tracking results
4. Reporting results to stakeholders
5. Review and reset

28. Moving From
Cost Center To Revenue Center

31. Traditional
• Goals:
– Awareness
– Brand building
• Metrics:
– Impressions
– Clicks
– Page views
– ROI?

32. Cape Cod HVI

34. Traditional ROI
ServiceLineVolume
Time
Historical Volume
Projected Volume
Baseline
Actual Volume

36. CRM

38. Lead/Demand Generation
• Goals
– Leads (screening signup, appointment request, etc.)
• Metrics
– Total leads
– New leads (new to CRM)
– Updated leads (updated in CRM)
– Cost per lead
– Projected/Actual ROI

39. Iterate Rapidly
Strategize, concept, design, and build
all at once
Deliver value in completed work
(In-process work is of no value)
Build something that moves the bar
And “live” test with real users
Keep what works
Throw away what fails
An Agile Approach To Campaigns

40. North Kansas City Hospital
A cardiac campaign case study

43. Sam Caloroso,
“Medium please
but not too
much.”
Boosted Facebook
post targeting
Gender
Men
Interests
Bacon
Full breakfast
Sausage
Hot dog
Ham
Hamburger
Burrito
Quesadilla
Enchilada
Nachos
Beer
Fried chicken
KFC Kentucky Fried Chicken
Stress management
Parenting teenagers
Smoking
Tobacco smoking

45. Goal
Increase number of Calcium Scoring
Heart Scans by 18 per month
(54 for three months)
Actual Results
493 additional sign-ups in first
three months

47. Revenue Marketing
• Goals
– Turnkey business driving system
(Repeatable/Predictable/Sustainable)
• Metrics
– Cost per conversion
– Total average value per conversion
– Funnel tracking
– Actual investment per period
– Projected/actual return per period
– Projected/actual ROI per period

48. North Kansas City Hospital
The cardiac campaign generated an additional
542 leads in 9 months using PPC only!
Repeatable / Predictable / Sustainable

49. The Reality of R/P/S
Effectiveness
Time
Autopilot
Diminishing
Returns
Tune-up

50. Wrap Up
1. Reimbursements are changing and putting pressure on
all areas of the facility to prove their ROI
2. Analytical tools provide the most effective
measurements to connect marketing activities with
revenue generated
3. Gather results to report to stakeholders to show the
investment was worth the expense
4. Measuring ROI is time consuming but important to
carry out
5. Become Revenue Marketers