Get an inside look at proven healthcare marketing strategies and best practices for successful patient engagement.

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HILE-LIGHTS PRESENTS…
October 25, 2017
© Hileman Group. All rights reserved.
Healthcare Marketing: Stop Marketing. Start Engaging.

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• Our goal is to have this be a lively, interactive discussion, so please submit your questions throughout the
presentation and we will be sure to answer as many as we can in the last 15 minutes.
• No worries about scrambling to take notes. As a follow-up, we will email a video recording for your records.
• If you would like to live tweet throughout the webinar, feel free to use – #hilelights
• We’d love to hear from you! If we don’t cover something, or if your question isn’t answered, send us an
email and we will get you a response as soon as possible – Contact@HilemanGroup.com
Housekeeping Notes
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Housekeeping Notes
HILE - LIG HT S PRESENT S
Control panel:
When you first join a session, the control panel appears on the right side of your
screen. Use the control panel to manage your session.
Raising hands:
You can raise/lower your hand by clicking the icon in your control panel.
This allows us to see who responded to a question in a “poll”-style scenario;
or use it if you have a technical issue.
Asking questions:
Throughout the webinar, please submit any questions into the Questions
pane within the control panel. Simply type your question into the Questions
pane and click Send.

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Introductions
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Kyle Chandler
Director of Marketing
@ProjectChandler
Brett Colasanti
Managing Partner
@BrettColasanti

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Agenda
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• KEY INITIATIVES
• WHERETO START
• HOWTO DO IT
• REAL-WORLD EXAMPLE
• KEYTAKEAWAYS
• FINAL QUESTIONS

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KEY INITIATIVES

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Today’s Healthcare Marketer
KEY INIT IAT IVES
By speaking to current and prospective patients, as well as referring physicians – across digital and
traditional channels – today’s marketers can influence their organizations like never before. Through
our own client interactions and interviews, Hileman Group has identified several opportunities where
marketing can make meaningful contribution:

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WHERETO START

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Keep it Simple
WHERE TO START
Identify a Corporate Sponsor and Internal Champions
Refine Broad Personas Down to Specific Program
Develop a Communication Strategy
Create a Content Strategy & Gap Analysis
Prioritize Service Lines
If you read our eBook, you know that we believe in a Center of Excellence approach to digital marketing,
built around 6 best-practice strategies. But what if you’re just getting started?
Like all complex issues, the key is to keep it simple:
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Examples: Organizational Personas
WHERE TO START

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Examples: Campaign-Specific Personas
WHERE TO START

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Examples: Content Inventory & Gap Analysis
WHERE TO START
Title Type Comm. Priority Persona Stage
Unique Birthing Plan Sample PDF Personalized Approach Pregnant, Caregiver Awareness
Mom's Choose Us - Overview Webpage What to Expect All Awareness
Mom's Choose Us - Video Player Video What to Expect All Awareness
Birthing Experience Guide PDF What to Expect All Awareness
Mother & Baby - Overview Webpage What to Expect All Awareness
Hospital Stay Checklist PDF What to Expect Pregnant, Caregiver Interest & Engage
Interactive Healthy Pregnancy Tool Tool What to Expect Consider Interest & Engage
Frequently Asked Questions Webpage What to Expect All Interest & Engage
Labor and Delivery General Information Webpage What to Expect All Interest & Engage
Healthy Pregnancy General Information Webpage What to Expect All Interest & Engage
Birthing Room Suites - Imagery Gallery Why Us Pregnant, Caregiver Interest & Engage
“Every birth is unique, every baby a miracle” Quote Why Us All Desire
Pregnancy Quick Reference Guide PDF What to Expect Pregnant, Caregiver Desire
C-Section Preparation Guide PDF What to Expect Pregnant, Caregiver Desire
Classes and Programs for Growing Families PDF Personalized Approach Pregnant, Caregiver Desire
Birthing Classes Locations Webpage Personalized Approach Pregnant, Caregiver Desire
Find an OBGYN Webpage How to Engage Consider Action
Find a Pediatrician Webpage How to Engage Pregnant, Caregiver Action
Find a Prenatal Class Webpage How to Engage All Action
Register for an Appointment Online Webpage How to Engage Consider Action
Register for an Appointment via Phone Phone Number How to Engage Consider Action

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Examples: Service Line Prioritization
WHERE TO START
ConsumerChoiceHIGHLOW
HIGHLOW Service Line Profitability and Volume
Bariatrics
Orthopedics
Primary Care
Cancer Treatment
Mother Baby
Heart and Vascular
Preventative
Screenings
Digestive Diseases

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HOWTO DO IT

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Best-Practice Implementation
HOW TO DO IT
Start with a simple pilot to show value, but consider scalability
Decide how you will measure success from the beginning
Identify technology integration points
Define governance early on to prioritize and drive buy-in
There are several strategies that will both improve your chance of success and reduce the time to
implement. How can you incorporate these ideas into your organization?
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Measurement
HOW TO DO IT
When thinking of measurement, be sure to include both vanity marketing metrics as well as your
organizational baseline measurements. While vanity metrics are used by marketing teams, your executive
board will want to see real KPIs.
Sample Vanity Metrics Sample KPI Metrics
• Impressions
• Time on site
• Open rate
• Page views
• Click-through rate
• Bounce rate
• Delivery rate
• ROI
• Opportunities/Revenue
• Cost per acquisition
• Conversion rate
• Lead quality
• Funnel stage per channel
• Stage velocity

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Measurement
HOW TO DO IT
Where do you access this information?
Ad Tech/Analytics
Impressions
Time on site
Page views
Email/Marketing Automation
Bounce rate
Delivery rate
Open rate
Click-through rate
Marketing Automation/CRM
ROI
Opportunities/Revenue
Cost per acquisition
Conversion rate
Lead quality
Funnel stage per channel
Stage velocity

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TheTechnology for Closed-Loop Reporting
HOW TO DO IT

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Operationalize Marketing to Find Scale
HOW TO DO IT
Build your operational Center of Excellence (CoE). The CoE approach allows for the development of
programmatic solutions that can be customized, yet quickly implemented, for multiple marketing initiatives.

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Operationalize Marketing to Find Scale
HOW TO DO IT
Using the “crawl, walk, run” methodology, build different program hierarchies to allow scale. Start with basic
programs to get rolling. Build from there into standard programs. Then, based on learnings, fully customize
with enhanced or advanced programs.
Basic Programs:
• Landing page
• Thank You page
• Thank You email
• Campaign brief
Standard Programs:
• Landing page
• Thank You page
• Full nurture stream
• Multi-channel digital
marketing plan
Enhanced Programs:
• Landing page
• Thank You page
• Multiple nurture streams,
based on Personas
• Multi-channel digital
marketing plan
• Customized approach

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REAL-WORLD EXAMPLE

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Key Initiative: Patient Acquisition
REAL - WORLD EX AMPLE
By far, the most common marketing initiative is acquisition. This example looks at a real patient
acquisition program, run by a top healthcare system, that has resulted in lead-to-patient ratios averaging
between 8-10%, with some programs resulting in over 1,000% ROI.

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TopTactics:Top of the Funnel
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Social Media
Mostly driven by Facebook, social media is
one of the highest converting lead sources
across the majority of our programs.
Search Engines
Organic and paid search are main staples in
all healthcare programs, as 86% of patients
conduct a health-related search before
booking a doctor’s appointment.
Email Newsletters
Although considered an antiquated approach,
email newsletters were one of the highest
converting sources to new patients across our
clients. These subscribers are brand advocates
that can also help drive new patients.
Remarketing & Retargeting
If executed correctly, remarketing is an
extremely engaging and cost-effective digital
tactic. The key in execution is being helpful, NOT
creepy.
Display Advertising
Although this is not as impactful for patient
generation, when implemented correctly, it is a
great brand awareness technique. Great to use
around awareness months and community
events.
Your Corporate Website
The most commonly missed tactic is your own
website. Leveraging key calls-to-action is
essential to converting your visitors into patients.

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TopTactics: Middle/Bottom Funnel
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Targeted Multi-Step Nurture
•Leveraging paid/organic search, social
and targeted display, etc.
•Progressive profiling to capture key
demographic data
•Targeted, relevant content streams
based on user profile and activity
•Lead scoring leveraged to identify fast-
track users
•Robust tracking and measurement

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TopTactics: Measurements & Optimization
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Pacing Reports: Monthly Dashboards:
Quarterly Benchmarks:

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KEYTAKEAWAYS

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KeyTakeaways
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1. Always start with your audience – know who you are talking to and what pain points they have.
2. Understand what measurements you need as a marketer and what your leadership needs – these
are commonly different metrics.
3. Use the “crawl, walk, run” method to get started – it is easy to get overwhelmed if you bite off
more than you can chew with your initial programs.
4. Speak to the audience where they live and personalize the communication based on their unique
place in their patient journey.
5. Start your governance committee early – this includes marketing, technology and leadership – talk
about integrations, requirements, etc.

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QUESTIONS?
Thank you!
© Hileman Group. All rights reserved.