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
Design
Lead
Management
• 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.
• Call to Action (Placement)
• Offer
• Metrics – new visitors, repeat visitors, phone leads, email leads, new patient, existing
patient, referral
• Operations - phone, email, crm, human resources
• Metrics – inbound abandonment rate. contact rate, schedule rate, attendance
rate
• Operations – owner centric, office environment facilitated
• Metrics – new patient conversion rate, repeat patients, cost per acquisition,
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
Fragmentation = Opportunity Cost
Lack of Tracking and
Lead Generation
Metrics
SEO
Website
eBlast
Lack of Process,
Technology, and Metrics
Phone
Tracking
Nurse
Answers
Call
Owner
Answers
emails
Lack of ROI and
Operational Metrics
EMR
Staff
Answers
Call and
email
Billing
ROI
Integration = Efficiency
INTERNET OPTIMIZATION
SEARCH ENGINE MARKETING
NEW & EXISTING
PATIENT TARGETING
CLIENT DESIGN
ONLINE & OFFLINE
MARKETING
MARKETING
ANALYTICS & TOOLS
CLIENT SPECIFIC
LEAD MANAGEMENT/SCHEDULING
CLIENT DATA SYNCHRONIZATION
PROFIT REPORTING
PATIENT LIFECYCLE MARKETING
// 10
FRAGMENATION
INTEGRATION
Marketing and Patient Acquisition Performance
Comparison
VISITORS
1000
LEADS
35
CONTACTED
SCHEDULED
ATTENDED
PROCEDURES
30
18
12.5
5
Average Surgeon Fee = $2,500
5 x $2,500 = $12,500
VISITORS
1000
LEADS
10
CONTACTED
SCHEDULED
ATTENDED
PROCEDURES
5
1.5
1
.4
Average Surgeon Fee = $2,500
.4 x $2,500 = $1,000
// 11
Integrating the Patient
Acquisition Funnel
Jason Tuschman
Red Spot Interactive
Dashboard View
$10,505
2
• Visitors
• Attended
Appointments
• Revenue
– New
– Retention
– Total
// 13
Marketing Channels
• Marketing Channel
KPI’s
– Leads
– Appointments
– Attendance
– Sales
– ROI Performance
– Conversion to sale
• Office
• Per person
– ROI
// 15
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
// 16
Lead Management Operations
Jason Tuschman
Red Spot Interactive
Operating Metrics
• Lead
Management
KPI’s
– Volume
– Contacted
– Scheduled
– Attended
– Conversion
Performance
// 20
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
Why do you need retention marketing?
High conversion rates to sale, leading website rankings,
established business – commoditization is the issue……………..
// 23
Lifecycle Marketing - Future
Email
Lifecycle
Email
Marketing
Program INTERACTION
Retention Loyalty
Program RETENTION
Cell
Phone
In
Office
&
Events
In Office Cross
Sell and Upsell
Data Synchronization
// 24
Lifecycle Marketing – Today
Daily Customer
Transaction Data
Synch
Client CRM
• How:
Automated
Lifecycle Stage
Filters
Lifecycle Email
Module
Automated
Email Delivery
Daily Extraction
ROI &
Optimization
Daily Delivery
Appointment
Acquisition
– 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
// 25
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
// 26
Online Reputation Management
• How:
– Daily crawl of
major review
engines
– Email reporting
• Value:
– Daily
monitoring
– Response
mechanism
– Increased new
& repeat
business
// 27
Marketing and Patient Management
Integration
In Conclusion
Integration Enables
ROI &
Retention
ROI metrics & Retention
integration maximizes
client profits
Customer
Acquisition
Lead management
integration maximizes
consumer appointments
Online & Offline
Presence
Targeting and design
integration maximizes lead
generation
Compounding Return On Investment
// 30
Case Studies
// 33
Conclusion
Jason Tuschman
jtuschman@redspotinteractive.com
561.277.8465
Red Spot Interactive