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Your 5 step plan to beat analysis paralysis, trump opinions and make better decisions

Healthcare Internet Conference · 2016

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About Your Speakers

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Alex SchneiderSupervisor of Webaschneider@renown.org

Chad HallertDirector of Digital Strategychad.hallert@noblestudios.com

• 15 Years in Digital Marketing

• Direct Marketing News 40 under 40

• Instructor at the University of Nevada

• 9 years in healthcare web & IT

• Lead strategist for Renown Health Web and Emerging media

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• 6+ years working together

• Started with web development

• Currently partner on

• Development

• Content Strategy

• Digital Advertising

• Analytics

• SEM/SEO

• Conversion Rate Optimization

Renown / Noble Partnership

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Objectives

• Review our 5 step plan

• Share strategies & techniques to better utilize analytics

• Review real life examples and lessons learned from Renown Health

Our Goals for Today

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1. Establish a measurement plan

2. Go beyond vanity metrics

3. Make it actionable

4. Report effectively

5. Create a culture of optimization

The Plan

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Establish a Measurement Plan

Step 1

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Why does your website exist?

In healthcare:

• Increase Patient Acquisition

• Reduce Operational Costs

• Promote Health and Wellness

Define What Really Matters to You?

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Goals should provide value to both the business and the customer.

One-sided relationships rarely last.

What We Want

What Our Patients

Want

Don’t Forget You’re In a Relationship

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Your Goals

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Components of a Measurement Plan

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Aligning Metrics, Goals and Objectives

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Source: Avinash Kaushik

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Renown Example

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Idea Action MetricBusiness

Goal

The End Result

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Strategy

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Go Beyond Vanity Metrics

Step 2

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- Mark Twain

“There are three kinds of lies: lies, damned lies & statistics.”

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“They are easily manipulated, and do not necessarily correlate to the numbers that really matter…”

- Tech Crunch

“A vanity metric is a metric that has no direct link with the overarching aim of your business goal to increase sales and revenue.”

- Marketing Profs

What are Vanity Metrics?

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• Make us “feel good”

• Are way easier to define and achieve

• Are a distraction

• Ultimately devalue the impact of digital

• Won’t pass the ‘non-web’ sniff test

But, remember… If a metric does correlate directly to a business objective, it’s not a vanity metric.

We would add, Vanity Metrics…

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• Number of “likes”

• Number of “shares”

• Number of “followers”

• Number of “downloads”

• Number of “pageviews”

Standard Vanity Metrics

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• Measures success at your core business

• Directly relates to revenue or cost savings

• Tracks real customers and prospects

• Illustrates cause and effect

• Leads to a hypothesis

Actionable Metrics

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Macro Conversions = Value

Micro Conversions = Context

Macro vs. Micro Conversions

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Conversions over timeVirtual Check-in – Year over Year

Site Traffic Goal Completions

▴ 20.4% ▴ 41.6%

Past

• Paid media targeting was based on:

• Impressions

• Clicks to the site

Today

• Paid media targeting is based on:

• Engagement

• Conversions

• Repeat visitor rate Budget

↓ 3%

Renown Example

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Make it ActionableStep 3

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Metric/Goal

Hypothesis

Experiment

Act

How to Approach Analytics

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Source: Alistair Croll

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Metric/Goal

Hypothesis

Experiment

Act

How to Approach Analytics

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What do you want to improve?

Make an educated guess on how to improve and test

Source: Alistair Croll

Who? What? Why?

Review, implement change, document, re-test

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But, first…

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How many changes did you see?

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You can’t focus on everything

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You may miss big changes, make sure you are looking at what matters to your business

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You can’t focus on everything

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You may miss big changes, make sure you are looking at what matters to your business

4 changes – background, eye color, tie color, missing arm

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How do you eliminate noise and track what matters to your organization?

We use:

• Custom events

• Custom segments

• Custom dashboards

Too many inputs?

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Custom Events

Label

Action

Category Request an Appointment

Virtual Visit

$ value

Urgent Care Check-in

Urgent Care Location

Primary Care Appointment

Lab Appointment

New patientReturning

Patient

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Custom Segments

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Audience

• Age Group

• Gender

• Device

• Location

Acquisition

• Organic Search

• Paid Search

• Banner Ads

• Adwords

• Email

• Referral

Behavior

• # of Sessions

• Content Viewed

• Actions Taken

• Page Depth

• Site Search Users

Outcomes

• Macro Conv.

• Appt. request

• MyChart login

• Micro Conv.

• Subscribe

• Video play

• Custom event

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Google Analytics Dashboards

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• Create dashboards that match your measurement plan

• Reduce time spent in Excel

• Combine goals, custom events, and segments into a single view

• Automate via email

• Drive conversations about analytics

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Why do these matter?

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Custom Events

•Focus on what matters

Custom Segments

•Understand audiences and behaviors that drive your objectives

Custom Dashboards

• Improve reporting efficiency, depth, and frequency

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Oct Nov Dec Jan Feb Mar

Description

• Goal: Optimize Business Performance & Improve Patient Care

• Idea: Can we increase the number of appointments requested online?

• Action: Review appointment workflows and identify user flows

• Metric: Appointment request count

Renown Example

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Optimized based on analytics review

▴ 164.5%Appts. Requested

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Report EffectivelyStep 4

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Effective Reporting:

• Increases understanding

• Improves engagement

• Gains buy-in

• Builds trust

• Includes a “so what” and “what’s next”

Standard Reporting:

• Can alienate the audience

• Can seem self serving

• Can create confusion

• Does not provide an opportunity for action

Standard Reporting vs. Effective Reporting

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Make it Visual: Tables vs. Charts

Medium Conversions

CPC 247

Direct 258

Organic search 1379

Referral 802

1,379

802

258 247

Organicsearch

Referral Direct CPC

Organic search

51%Referral30%

Direct10% CPC

9%

Conversions by Medium

VS.

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• Understand that different audiences need different levels of detail

• Anticipate their needs

• Don’t be afraid to ask what’s important to them

• Know how much time you have and respect that

• Start with what’s most important

• 1) Tell them what your going to tell them, then 2) tell them, then 3) remind them what you just told them

Know Your Audience What do I need to know to help my team

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• Data should support or dissuade an idea

• Make sure to give context

• Eliminate noise & distractions

• Tell the whole story

• Not just what you hoped the data would say

• Define next steps and actions

Never present anything you

cannot explain

Tell a Story

!

Don’t forget…

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Create a Culture of Optimization Step 5

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How Do You View Your Website?

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“Optimization is the ongoing, data driven process of continually discovering and quantifying the most effective experience for your customers.”

- Adobe

Defining Optimization

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Become More Data Driven

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Let Everyone See They Can Be Wrong

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Renown Example

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Original

Variation Clicks

Original -

Variation +57%

The Test • 60 days• 77,000 sessions• New users• Desktop devices

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What to AB test?

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• Layout/Design

• Call to action text

• Ad content

• Email

• Subject Line

• Send date

• Advertising Strategy

• Lifestyle/Doctors/Technology

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• Involve the whole organization

• Make it easy to submit ideas

• Make results highly visible

• Embrace both “winning” and “losing” equally

Make it a Team Sport

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• Starbucks card for any test ideas used

• Additional reward for any ideas that result in a positive improvement

• Publically celebrate testing ideas that improve the business

Add Some Rewards

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Get a Statistics Champion or a GREAT Tool

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Renown Example

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Version A Version BCan we increase engagement on our blog?

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Renown Example

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Version A

• Original Design• Included

• Weather• Polls• Pinterest feature• Submit a story form• Submit a recognition for our

staff

Version B

• Based off hypothesis derived from tracked metrics

• Included• Popular stories• Promotional feature

▴ 2.2%Pages/sessions

▾ 6.5%Bounce Rate

90 day test

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“It doesn’t matter how slowly you go, as long as you don’t stop”

- Confucius

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Putting It All Together

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5 Steps

1. Establish measurement plan

2. Go beyond vanity metrics

3. Make it actionable

4. Report effectively

5. Create a culture of optimization

Putting it all together

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Visit NobleStudios.com/HCIC to download the 5 Step Plan

Thank you!

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