Integrated Marketing and Patient Acquisition Jason Tuschman Red Spot Interactive

Foundation Premise 1. Patient/Customer acquisition is a universal process 2. Marketing and Customer Acquisition are Interdependent 3. Commoditized industry

Patient Acquisition Funnel It’s a Universal Business Process! Targeting Online Variables – search engines, demographics, transactions, content, vertical, time of day, etc…. Offline Variables – demographic, time of day, zip code, visibility, air time, run time, viewers Metrics – impressions, rankings, drive by’s, foot traffic, drop’s, etc. Design Call to Action (Placement) Offer Metrics – new visitors, repeat visitors, phone leads, leads, new patient, existing patient, referral Lead Management Operations - phone, , crm, human resources Metrics – inbound abandonment rate. contact rate, schedule rate, attendance rate Acquisition Operations – owner centric, office environment facilitated Metrics – new patient conversion rate, repeat patients, cost per acquisition, return on investment, conversion rate by procedure

Commodity Business 1. Highly competitive Direct, Indirect, Product 2. Price and Service Driven 3. Success is dependent upon volume and efficiency

Goals for this Session Integrated Marketing and Patient Acquisition  Operational Fundamentals  Process  Technology  Metrics  Patient Retention and Lifecycle Marketing  “Big Data” for the Small Business  Execution  In-office  Out of office  Analysis Basics  Process  Problem Solving

Integrated Marketing and Patient Acquisition Jason Tuschman Red Spot Interactive

// 10 Fragmentation = Opportunity Cost Integration = Efficiency SEO eBlast Staff Answers Call and Website Nurse Answers Call EMR Owner Answers s Billing ROI MARKETING ANALYTICS & TOOLS CLIENT SPECIFIC LEAD MANAGEMENT/SCHEDULING CLIENT DESIGN ONLINE & OFFLINE MARKETING CLIENT DATA SYNCHRONIZATION PROFIT REPORTING PATIENT LIFECYCLE MARKETING INTERNET OPTIMIZATION SEARCH ENGINE MARKETING NEW & EXISTING PATIENT TARGETING Lack of Tracking and Lead Generation Metrics Lack of Process, Technology, and Metrics Lack of ROI and Operational Metrics Phone Tracking

// 11 Marketing and Patient Acquisition Performance Comparison 35 LEADS Average Surgeon Fee = $2,500.4 x $2,500 = $1,000 Average Surgeon Fee = $2,500 5 x $2,500 = $12,500 INTEGRATION 1000 VISITORS 30 CONTACTED 18 SCHEDULED 12.5 ATTENDED 5 PROCEDURES 10 LEADS 1000 VISITORS 5 CONTACTED 1.5 SCHEDULED 1 ATTENDED.4 PROCEDURES FRAGMENATION

Integrating the Patient Acquisition Funnel Jason Tuschman Red Spot Interactive

// 13 Dashboard View Visitors Attended Appointments Revenue – New – Retention – Total $10,505 2

// 15 Marketing Channels Marketing Channel KPI’s – Leads – Appointments – Attendance – Sales – ROI Performance – Conversion to sale Office Per person – ROI

// 16 Revenue Based Web Site Metrics Website Metrics USE FILTERS – New – Repeat – Keywords for “non branded” SEO Performance – Organic – Non-branded – New visitors – LEADS TRUMP RANKINGS

Lead Management Operations Jason Tuschman Red Spot Interactive

// 20 Operating Metrics Lead Management KPI’s – Volume – Contacted – Scheduled – Attended – Conversion Performance

Streamline Lead Response Management Define Lead Management System Who How What is measured Consistency System cannot be deviated from or creates incorrect conclusions and opportunity cost Resolve competing priorities Lead management cannot be interrupted

Patient Retention and Lifecycle Marketing Jason Tuschman Red Spot Interactive

// 23 Why do you need retention marketing? High conversion rates to sale, leading website rankings, established business – commoditization is the issue……………..

// 24 Lifecycle Marketing - Future Data Synchronization Lifecycle Marketing Program - INTERACTION Cell Phone Retention Loyalty Program - RETENTION In Office & Events In Office Cross Sell and Upsell

// 25 Lifecycle Marketing – Today How: – Client Data Synchronization – Automated Targeting – Automated Delivery Value: – Increase rate of repeat business – Increase rate of referrals – Little to no media costs – Relationship based marketing Client CRM Lifecycle Module Daily Delivery Daily Extraction Daily Customer Transaction Data Synch Automated Lifecycle Stage Filters Automated Delivery Appointment Acquisition ROI & Optimization

// 26 Automated Customer Surveys How: – Integrated lead management – Branded delivery Value: – High response rate – Near immediate feedback, direct to owner – Prevent online reviews damage – Publish

// 27 Online Reputation Management How: – Daily crawl of major review engines – reporting Value: – Daily monitoring – Response mechanism – Increased new & repeat business

Marketing and Patient Management Integration

In Conclusion

// 30 Integration Enables ROI & Retention Targeting and design integration maximizes lead generation Customer Acquisition Online & Offline Presence ROI metrics & Retention integration maximizes client profits Lead management integration maximizes consumer appointments Compounding Return On Investment

// 33 Case Studies

Conclusion Jason Tuschman Red Spot Interactive