Solo Practice/Urgent Care Clinic

Transcription

1 Solo Practice/Urgent Care Clinic A Case Study by Rebuild Nation PROBLEM A solo practice recently opened a clinic in a new market. Costs were increasing while patients were decreasing month-to-month. The clinic lacked consistent data-tracking and marketing methods. Both profit and office production were consistently declining. ACTION ITEMS DATA TRACKING: Created a zip code based campaign aimed at increasing patients in key zones CALL TRACKING: Placed unique call-tracking numbers on all media purchases to track results REFERRAL PROGRAM: Installed a patient referral program aimed to attract and retain patients PUBLIC RELATIONS: Reached out to community businesses and formed mutually beneficial partnerships MARKET RESEARCH AND DESIGN: Conducted A/B testing on digital and traditional pieces, and adjusted monthly 1

2 NEW PATIENTS MONTH TO MONTH New Patients January February March April May June July 2015 ROI TRAK Lead-tracking was implemented for all marketing efforts, including but not limited to call tracking, customer surveying, digital advertising and more. The collected data was then tied back to revenue from each source of advertising and marketing, and cycled back into revised marketing goals and objectives to maximize the effectiveness of every dollar spent. SUM OF PRODUCTION SUM OF COSTS ROI : $ FREE FREE REFERRAL WALK-IN/DRIVE-BY INTERNET PRINT TV Radio 2

3 RESULTS 77.2% Increase in new patients from 2014 to 2015 Once Rebuild Nation s targeted marketing strategy and ROI Trak were implemented, new patient totals increased every month. By tracking the results on a monthly basis and adjusting accordingly, the clinic realizes an increasingly positive return from their marketing. profit WHERE YOUR CLINIC MIGHT BE 20% 20% 10% 50% INTERNET WALK-IN PRINT DON T KNOW Before Rebuild Nation, the clinic was treading water. They were advertising, but had no means of measuring the success of their marketing efforts. The question was simple, what advertising pieces were causing patients to choose this clinic? WHERE YOUR CLINIC SHOULD BE 40% 25% 10% 25% INTERNET WALK-IN PRINT NEW BUSINESS By installing unique tracking numbers to each campaign and each individual piece of advertising, we were able to understand what each piece s individual ROI was, and also how many patients were driven to the clinic by each specific advertising piece. Knowing these numbers allowed Rebuild Nation to make the adjustments necessary to maximize the efficiency of the overall marketing campaign. 3

4 FINAL ANALYSIS - THE URGENT CARE INDUSTRY - The $14.5 billion urgent care industry is expected to grow 5.8% annually through The urgent care industry, at present, is heavily fragmented with the large urgent care chains comprising of less than 1% of the total market - The industry consists of approximately 9,900 total urgent care centers - From , the population of individuals over the age of 65 will double to approximately 80 million - Seniors 65 years and older represent 13% of the U.S. population, but account for: - 26% of physician hospital visits - 35% of hospital stays - 38% of emergency medical responses - Approximately 55% of urgent care revenue is currently reimbursed by private insurance - Individuals with private insurance are more likely to seek medical treatment at an urgent care center than a hospital setting - Total U.S. spend on healthcare is expected to grow 6.2% annually - Approximately 60 million individuals in the U.S. lack access to primary care - A 2012 survey of urgent care clinics found that the average annual expenses were slightly less than $2.3 million, the majority of which paid employees salaries and benefits Source: Harris Wiliams & Co. Being a part of a growing, profitable industry is an incredible feeling, but truly understanding your business, and where its growth stems from is the greatest means of ensuring longevity. It is the small details, and the stats that are forgetten, which potentially have the greatest impact. 4

5 OUR PROCESS Our process begins with a Discovery Phase. We want to know your team, and your clinic s goals. We then analyze all the marketing you ve done in the past, research your clinic s distinct market, including demographic research, consumer behavior research, competitor reports and more. Once the data has been assembled, we create and execute a comprehensive marketing strategy. Rebuild Nation s ROI Trak program is simple. We track everything to maximize the marketing dollars spent. Owning and understanding your clinic s growth allows for sustainable success. You want your clinic to grow, and with a proven tracking system and an adjustable marketing strategy, your clinic will grow. ABOUT REBUILD NATION Rebuild Nation is a marketing, strategy and analytics company heavily focused on rebuilding marketing campaigns through SEO and digital campaign development. The company was founded in 2012 and is headquartered in Detroit on West Grand Blvd. Rebuild Nation works with clients in their transition to a well founded, adaptable, and measured marketing strategy. For more information, please visit or call