1. Integrated Marketing and Patient Acquisition Jason Tuschman Red Spot Interactive

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

3. 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, email leads, new patient, existing patient, referral Lead Management Operations - phone, email, 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

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

5. 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

9. Integrated Marketing and Patient Acquisition Jason Tuschman Red Spot Interactive

10. // 10 Fragmentation = Opportunity Cost Integration = Efficiency SEO eBlast Staff Answers Call and email Website Nurse Answers Call EMR Owner Answers emails 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. // 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

12. Integrating the Patient Acquisition Funnel Jason Tuschman Red Spot Interactive

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

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

16. // 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

17. Lead Management Operations Jason Tuschman Red Spot Interactive

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

21. 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

22. Patient Retention and Lifecycle Marketing Jason Tuschman Red Spot Interactive

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

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

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

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

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

28. Marketing and Patient Management Integration

29. In Conclusion

30. // 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. // 33 Case Studies

34. Conclusion Jason Tuschman jtuschman@redspotinteractive.com 561.277.8465 Red Spot Interactive