Lead Capture How a healthcare company increased demand for services 300% Jon Ciampi Daniel Burstein VP, Marketing, Business Development Director of Editorial Content & Corporate Development MECLABS CRC Health
Session Speaker Jon Ciampi VP, Marketing, Business Development & Corporate Development CRC Health Black & White Headshot Jon oversees all marketing and business development efforts for CRC Health, a $450M revenue company. He manages the strategic accounts team and contracting team focused on 200 insurance contracts accounting for $200M of CRC’s revenue, including large accounts like Aetna, Cigna and Magellan. He also oversees all growth initiatives from cradle to grave, including two acquisitions. Jon started his career at Wells Fargo and Oracle, and he holds two patents in analyzing and rating electronic documents. 2
Experiment #1: Landing page Experiment ID: Southern Indiana Clinic Testing Phase: Value Proposition Research Notes: Background: An opiate treatment facility. Objective: Increase lead generation. Primary Research Question: Which landing page will generate the most leads? Test Design: A/B split test
Experiment #1: Results Design Inq/Click Control – Previous Landing Page 4.56% 5.45% Treatment – Optimized Page Relative Difference 19%
Experiment #1: Results 66% Increase in Admits per Click Although the inquiries per click were only up 19% Design Inq/Click Admits/Click Control – Previous Landing Page 4.56% 0.74% 5.45% 1.24% Treatment – Optimized Page Relative Difference 19% 66% ! The value proposition became more exclusive
Department Growth v. Company Growth 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 2011-2012 2012-2013 Increase in Department Business Growth
How?
Jon could have focused on: Lead qualification Cost per lead Marketing Automation software Technology Keyword research 8
But instead, Jon focused on: Lead qualification Cost per lead THE CUSTOMER Marketing Automation software Technology Keyword research 9
Lead Capture Quantity
Lead Capture Quantity
About CRC Health A subsidiary of Bain Capital, CRC Health Group is the largest and most comprehensive network of specialized behavioral care services in the nation.
Understanding motivation Driving traffic Communicating the value proposition
Cost-Per-Click to Obtain Conversion Motivate Maximum Spend $120.00 $192K Client Current Spend $80.00 $60K $40.00 Profit Zone Profit $- 1 26 51 76 101 126 151 176 201 $(40.00) Profit with 25% increase for calls Avg CPC Which ones are here? Which ones are here? $(80.00) 35,000 Keywords $(120.00)
Keywords Motivate What are people typing?
Motivate http://www.flickr.com/photos/cobalt/
Motivate http://www.flickr.com/photos/biggreymare
Motivate http://www.flickr.com/photos/subewl
What would you type? Motivate
Linguistic Analysis Highlights Motivational Motivate Tendencies and Openness to Value Prop Query Analysis Ad Analysis Takeaway Keyword CTR for Center v. Facility Ad CTR for Center v. Facility Facility is what they think of, Center 9.36% but a Center is Center 1.56% Drug 3.31% what they want Facility 42.11% Facility 0.84% None 18.43% None 0.85% (blank) 17.56% Grand Total 0.92% Grand Total 17.45% “Center” vs. “Facility”
Linguistic Analysis Highlights Motivational Motivate Tendencies and Openness to Value Prop Query Analysis Ad Analysis Takeaway Ad CTR for Medical Keyword CTR for Medical Despite internal Medical 0.92% Medical 18.14% beliefs, Medical None 17.44% None 0.92% doesn’t sell Grand Total 17.45% Grand Total 0.92% “Medical”
Long-Tail Keywords Optimize Conversion Motivate “Rehab” + “alcohol” “Rehab” + “drugs” “Rehab” “Rehab” + “treatment center” Conversion Conversion
Understanding motivation Driving traffic Communicating the value proposition
Experiment #2: Traffic Sierra Tucson (Value Proposition) Experiment ID: Sierra Tucson Testing Phase: Value Proposition Research Notes: Background: An addiction and mental health rehabilitation facility. Objective: Increase clickthrough rate. Primary Research Question: Which PPC ad will obtain the most clickthroughs? Test Design: A/B split test
Experiment #2: Branded PPC Traffic Control Treatment Sierra Tucson Care Center AZ Alcohol Detox Facility Considered a Top Recovery Clinic Considered a Top Addiction Clinic Get a Free Assessment. Call Now! Traditional & Alternative Therapies Company Logic We have the most doctors, therefore we have the best care. Customer Logic I am afraid to send my husband away to someone who will not care for him like I will.
Experiment #2: Non-Branded PPC Traffic Control Treatment Sierra Tucson Care Center AZ Alcohol Detox Facility Considered a Top Depression Exclusive, Luxury Rehab Facility. Clinic. Traditional & Alternative 1 Clinical Staff Per 3 Patients. Therapies Company Logic We have the most doctors, therefore we have the best care. Customer Logic I am afraid to send my husband away to someone who will not care for him like I will.
Testing Phase: Behavioral Psychology Traffic Highest Performing Branded Ads (>1000 Lowest Performing Branded Ads (>1000 Impressions Impressions Ad CTR Ad CTR Bayside Marin - Recovery 21.84% Bayside Marin Clinic 0.97% Not Your Ordinary Health Program. Rehab Shouldn't Stop Your Career. Health Recovery Center. Call Now. For Top Executives Seeking Comfort. “Clinic” Bayside Marin Center 6.98% Bayside Marin Clinic 1.09% We Provide Private, VIP Recovery. Rehab Shouldn't Stop Your Career. Your Own Room, Beautiful Facility. Your Own Room, Beautiful Facility. Bayside Marin Center 6.18% Bayside Marin Clinic 1.11% Rehab Shouldn't Stop Your Career. Alternative Health Recovery Center. “Center” For Top Executives Seeking Comfort. Very Private & Exclusive. Call Now. Bayside Marin Center 4.97% Bayside Marin - Official 1.14% Everything You Need to Recover. Exclusive Treatment Recovery Center Private Room, Chef, Healthy Living. Private Chef, Pool, Gym Call Now. Bayside Marin Center 4.32% Bayside Marin Treatment 1.23% Alternative Health Recovery Center. Everything You Need to Recover. Very Private & Exclusive. Call Now. Private Room, Chef, Healthy Living.
Experiment #2: Results Traffic 14,000 % Increase in CTR for Branded Ads 3,300 % Increase in CTR for Non-branded Ads Design Branded PPC Non-Branded PPC Control – Focus on Luxury 0.31% 0.13% 44.2% 4.41% Treatment – Focus on Value Prop Relative Difference 14,000% 3,300% By focusing on value proposition, the test achieved a 14,000% ! increase on branded ad clickthrough rates, and a 3,300% increase in non-branded CTR.
Value prop tested to over 45,000 referents Traffic Tested 9 value props In-house list Purchased list
Experiment #3: In-house email test Traffic Experiment ID: Sierra Tucson List Testing Phase: Value Proposition Research Notes: Background: Treatment center for addictions and behavioral disorders. Objective: Increase open and clickthrough rate. Primary Research Question: Which email will get the most clicks? Test Design: Subject line test
Experiment #3: Subject lines Traffic Problem Subject Lines Solution Subject Lines Treatment fails patients CRC matches clients to the right level of care Most rehabs can’t provide effective clinical Referrals to CRC lead to satisfied clients supervision We measure therapeutic alliance in real time Treatment fails when therapists & clients aren’t aligned
Sample Email Traffic Category : Trust Claim of Value : Most recommended network Subject Line : The by clinical professionals nation’s most throughout the United trusted treatment States. programs
Experiment # 3: Results Traffic Problem Subject Lines Open Rate CTR Treatment fails patients 14.49% 31.8% Most rehabs can’t provide effective clinical 30.81% 9.23% supervision Treatment fails when therapists & clients 29.98% 9.02% aren’t aligned Solution Subject Line Open Rate CTR CRC matches clients to the right level of care 2.30% 30.96% Referrals to CRC lead to satisfied clients 28.72% 3.70% We measure therapeutic alliance in real time 28.72% 9.09%
Experiment #3: Results Traffic Problem/Solution Subject Line Open Rate CTR Lesson 1: Patient-focused messaging Value Prop Phase 1 31.80% 14.49% Outdated addiction treatment fails patients Message 01P Value Prop Phase 2 30.96% CRC matches clients to the right level of care 2.30% motivates in-house list, increasing CTR Message 05S Value Prop Phase 2 30.81% Most rehabs can’t provide effective clinical supervision 9.23% Message 06P Lesson 2: Problem statements more Value Prop Phase 3 29.98% 9.02% Treatment fails when therapists & clients aren’t aligned Message 08P Value Prop Phase 2 28.72% powerful than solution statements Referrals to CRC lead to satisfied clients 3.70% Message 04S Value Prop Phase 3 28.72% 9.09% We measure therapeutic alliance in real time Message 08S
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