Make ROI the Way Your Healthcare Marketing Team Operates


It was Wednesday morning, the last day of SHSMD 2015. It may have been the timing, but the 8:30 a.m. session summed up the entire conference for me: ROI should not be an afterthought or a proof check at the end of the campaign, quarter, or year. It should be the way your team, and even your organization, operates.

In the session, John Marazone and Simon Yohe, both of Orlando Health’s marketing team, talked through their journey of moving from a cost center to revenue generator. And although they admit they’re not done, they are in their second year of a well-planned execution with interesting insights to report.

Marazone began the story when an interim CEO took over Orlando Health two years ago and promised the marketing department no increase in budget, but the trust and leeway to do what they do well. As fans of the ‘moneyball’ philosophy in baseball, John’s team believed the only way they could improve was to implement accountability. Their guiding principles are as follows:

  • Healthcare marketing has to be accountable
  • Shift to a more integrated digital, social, mobile multi-channel marketing strategy
  • Align physician outreach with consumer marketing
  • Precision marketing – using data to engage both current and future patients

The Importance of CRM & Finance

An important part of making this transformation included limiting untraceable spending. Advertising spending is shifting from traditional to digital channels. The organization’s CRM has become the central point for the marketing team, and is admittedly the most valuable tool.

Another key part of success for Orlando Health was engaging other departments in the organization, most importantly finance. Bringing finance into the fold helped the marketing team create corporate-wide approved ROI formulas.

And since then, every campaign has had an understood need, baseline numbers (including revenue and cost), and an execution plan All campaigns include downstream revenue tracking. All campaigns have lead generation as part of the strategy. So far, all campaigns have met their goals.

Impressive Results

Although still early in the transformation, Marazone and his team are reporting impressive numbers. From FY ’14 to FY ’15, the team has recorded a 200% increase in landing page unique visitors, a 100% increase in web-based appointment requests, and a 317% increase in marketing campaign call center volume.

Overall, since making the move Orlando Health’s marketing team has tracked $17 million in gross charges and $4 million in net revenue.

Talk about impressive. And those numbers are even more amazing if you stop and recall they successfully made this shift without a budget increase.

The Takeaway

A lot of Orlando Health’s success hinged on the fact they realized driving traffic to digital spaces was critical, and that they agreed on the outset that the only real way to say with certainty that a campaign succeeded or failed was with data.

These are conversations we have every day with our clients, and it’s refreshing to see so many healthcare marketers embrace digital and the improved tracking capabilities it offers. If you’d like to talk to a partner that isn’t scared of ROI, contact us. We love to help our clients prove the value of marketing campaigns and digital efforts.

Google My Business Q&A for Healthcare Marketers


A few months ago, Google separated Google Places for Business and Google+ pages. Google replaced Google Places for Business with Google My Business, helping businesses get found regardless of whether consumers are using Google Search, Google Maps or Google+.

Here’s answers to some of the most common questions we’ve heard from healthcare marketers about the change and what it means for their hospitals.
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Four Reasons Healthcare Marketers Can’t Ignore Google My Business

Image of buildings with Google map icon

Imagine that you’re on a business trip in a different state. After arriving in this foreign town, you begin to feel under the weather. What do you do? Most likely, you take out your smartphone and begin searching for “urgent cares.”

Immediately Google displays results of local urgent cares. The closest urgent care that appears in the search results is half an hour away. You think that seems pretty far away, but end up biting the bullet and head to what you hope is relief.

Now what if you, as a healthcare marketer, know that in reality the closest urgent care to that person is only 10 minutes away – but you just haven’t had time to create a listing yet.

As both a provider of healthcare and a marketer of healthcare, it’s frustrating to miss that opportunity.

Now, maybe you’re thinking: “But the locals, the ones who actually live in my community and are the main consumers of our health services, know where our facilities are.” But what if those locals do a Google search for your urgent care and you appear, but your phone number is wrong? Now you have a local health consumer that is frustrated with your service and might go to a competitor.

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Five Considerations For Implementing Physician Ratings And Reviews

Rating a physician
There’s been a tremendous amount of interest amongst healthcare marketers recently around publishing physician ratings and reviews on physician profiles. And for good reason. When done right, organizations often see a number of benefits including an SEO boost, reduced reliance on paid promotion, more engagement with physician profiles and improved patient acquisition. I covered some of this in my previous blog post, and wrote about it more extensively in our new physician promotion ebook. In this post, however, I’d like to cover a few important aspects about physician ratings and reviews you may not think about immediately.

If you’re anticipating implementing physician ratings and reviews on your website, there are some things you need to make sure you have in place before you go live. Getting these things taken care of will ensure that your physician ratings and reviews are trusted by site visitors and provide tangible value to your organization.
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What JiffyLube Can Teach Healthcare Organizations

Text on dark background reading, "Change is the only constant."

While getting the oil changed on my car the other day, I thought about how much the experience has changed since I was a kid. In the seventies, my Dad would always take our cars to “his” mechanic for maintenance. “His” mechanic was a distant relative that owned a service station where the attendants would pump the gas for you, check your oil and tire pressure and clean the windows. The coolest thing was that they wore bright orange jump suits and some pretty nifty hats to identify them as the service station’s employees.

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Internet Trends and Healthcare Website Design

Image of Computer and Mobile Device

Last week Mary Meeker, a partner at Silicon Valley venture capital firm Kleiner Perkins Caufield and Byers, presented her annual “State of the Internet” report. Her epic deck of 196 slides covers a huge range of trends, but there are several key takeaways for healthcare marketers. Here’s what you need to know.

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Revisiting Wearables

Image of Microsoft Band

For Valentine’s day this year, my wife got us his and hers Jawbone UP fitness trackers. But being the technology rebel that I am, I carry a Windows Phone. Unfortunately the Jawbone lacks any app support for my platform of choice.

And so I found myself (after writing just a few short months ago that 2015 was definitely NOT the year that wearables were going to change everything) researching everything that I could find on wearables in order to pick just the right fitness tracker for me.

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Forrest Health Expands Reach with a System-level Website Launch

Image of Forrest Health's home page

Since 1952, Forrest General Hospital has been a regional provider for healthcare services to its patients in south Mississippi. But in the last several years, Forrest General has been partnering with other hospitals in smaller communities – including Picayune, Columbia and Prentiss – to offer a wider range of services to a larger service area.

With such great partnerships in full swing, and a full breadth of services to offer people in communities in their region, it was time to represent themselves as a consolidated system under the name Forrest Health. And it was time to present that brand to the community, starting with a new website and the help of Geonetric.
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Pricing Transparency Comes to Healthcare


Nearly every meeting I’ve had with our clients’ executive teams in the past year has included the phrase “pricing transparency.” Everyone sees it coming but, but very few really know how to move forward.

It was with this in mind that I attended David Marlowe’s Healthcare Marketing and Physician Strategies Summit session on pricing transparency.

Marlowe reiterated that like so many trends in healthcare, our customers are driving us forward and healthcare organizations are fighting to catch up. Consider these stats:

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Do Your Twitter Tactics Need Tweaking as Google Gulps from the Firehose?

Screenshot of a smartphone showing the Twitter logo.

Recently, Twitter made news by announcing that Google will be given direct access to the Twitter firehose data stream. The new agreement will create a real-time connection between Google and Twitter with the potential to connect search results with tweets from Twitter’s 284 million users.

Why is this a big deal? The firehose helps Twitter, and YOU, get tweets in front of users you wouldn’t ordinarily reach. Twitter is attempting to increase its interaction with non-registered users – which has the benefit of helping your tweets get additional exposure!
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Non-Profit Hospital Tax Exemptions Being Questioned

Photograph of a patient struggling with his hospital bills

National Public Radio recently reported the suspected abuses of nonprofit hospitals that sue and garnish the wages of low income, uninsured or underinsured patients.  As a result of these reports, Senator Charles Grassley, R-Iowa and Chairman of the Senate Judiciary Committee says hospitals could be breaking the law.
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A Contrarian View for 2015


I’m a big fan of all of those “forecasting the future of…” blog posts that we see in January. I just can’t get enough. While many recommendations are pragmatic, it’s easy for prognosticators to throw out a few Hail Mary’s in the hope that if something truly unexpected happens, they can claim to have predicted it.

At the risk of sounding Scrooge-y, here’s my list of unpredictions – themes that I’m seeing on a lot of lists in healthcare, marketing and digital that simply aren’t going to happen… at least not in 2015.

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Connect CRM and the Web for Smarter Marketing

abstract flowchart

More aggressive outbound marketing. Personalized communications. Cultivating long-term relationships. As we look to trends for digital marketers in healthcare in 2015, one of the big ones is the rise of CRM. This is the impetus behind our new partnership with Tea Leaves Health alongside our work with other healthcare CRM vendors.

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2015: The Year the Web Becomes the Marketing Hub

marketing department around table

Not to sound like my grandfather, but I remember the day when an organization’s website was a new way to share information. I remember when any staff member that was willing to take on coding became the webmaster. Most importantly, I remember when the website was not a marketing asset at all. A lot has changed in 20 years.

The role of the Web has changed. The days of the Web not serving as the primary marketing vehicle are behind us. For marketing staff, C-level administrators, and physicians, your website plays a critical role in promoting your brand and interacting with health consumers.

So what’s next?
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Geonetric’s Top Five Webinars, Blog Posts, and Tweets of 2014

goodbye 2014 text on torn cloth and brick wall

Every year we compile our top five most popular webinars, blog posts and tweets to see what resonated with healthcare marketers. This year’s hottest topics included search engine optimization, filling physician schedules, social media marketing and results from our eHealth Survey. Judging by these trends it’s pretty safe to say that content marketing will continue to be an area of focus for healthcare marketers in 2015. Geonetric will be here to help out with everything healthcare web strategy throughout 2015. Stay up to date by coming back to our blog, following us on Twitter or subscribing to our monthly newsletter.
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