Make ROI the Way Your Healthcare Marketing Team Operates

moneyball2

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.

Questions from the Top Three Digital Marketing Trends to Watch Webinar

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At the end of January, I had a chance to share the top three trends to focus on in health care digital marketing for 2015. If you missed it, please feel free to download the session or watch the video. I answered some great questions, but there were certainly more I couldn’t get to within the hour. So let’s answer them now!
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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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