Lead Capture. How a healthcare company increased demand for services 300% Jon Ciampi VP, Marketing, Business Development & Corporate Development

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1 Lead Capture How a healthcare company increased demand for services 300% Jon Ciampi VP, Marketing, Business Development & Corporate Development CRC Health Daniel Burstein Director of Editorial Content MECLABS

2 Session Speaker Black & White Headshot Jon Ciampi VP, Marketing, Business Development & Corporate Development CRC Health 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

3 Experiment #1: Landing page Research Notes: Experiment ID: Southern Indiana Clinic Testing Phase: Value Proposition 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

4 Experiment #1: Results Design Inq/Click Control Previous Landing Page 4.56% Treatment Optimized Page 5.45% Relative Difference 19%

5 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% Treatment Optimized Page 5.45% 1.24% Relative Difference 19% 66%! The value proposition became more exclusive

6 Department Growth v. Company Growth 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Increase in Department Business Growth

7 How?

8 Jon could have focused on: Lead qualification Cost per lead Marketing Automation software Technology Keyword research 8

9 But instead, Jon focused on: Lead qualification Cost per lead THE CUSTOMER Marketing Automation software Technology Keyword research 9

10 Lead Capture Quantity

11 Lead Capture Quantity

12 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.

13 Understanding motivation Driving traffic Communicating the value proposition

14 Profit Cost-Per-Click to Obtain Conversion Motivate $ $80.00 Maximum Spend $192K Client Current Spend $60K $40.00 Profit Zone $ $(40.00) Profit with 25% increase for calls Avg CPC $(80.00) Which ones are here? Which ones are here? $(120.00) 35,000 Keywords

15 Keywords Motivate What are people typing?

16 Motivate

17 Motivate

18 Motivate

19 What would you type? Motivate

20 Linguistic Analysis Highlights Motivational Tendencies and Openness to Value Prop Motivate Query Analysis Keyword CTR for Center v. Facility Center 9.36% Drug 3.31% Facility 42.11% None 18.43% (blank) 17.56% Grand Total 17.45% Takeaway Facility is what they think of, but a Center is what they want Ad Analysis Ad CTR for Center v. Facility Center 1.56% Facility 0.84% None 0.85% Grand Total 0.92% Center vs. Facility

21 Linguistic Analysis Highlights Motivational Tendencies and Openness to Value Prop Motivate Query Analysis Takeaway Ad Analysis Keyword CTR for Medical Medical 18.14% None 17.44% Grand Total 17.45% Despite internal beliefs, Medical doesn t sell Ad CTR for Medical Medical 0.92% None 0.92% Grand Total 0.92% Medical

22 Conversion Conversion Long-Tail Keywords Optimize Conversion Motivate Rehab Rehab + alcohol Rehab + drugs Rehab + treatment center

23 Understanding motivation Driving traffic Communicating the value proposition

24 Experiment #2: Sierra Tucson (Value Proposition) Experiment ID: Sierra Tucson Testing Phase: Value Proposition Traffic 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

25 Experiment #2: Branded PPC Traffic Control Sierra Tucson Care Center Considered a Top Recovery Clinic Get a Free Assessment. Call Now! Company Logic Treatment AZ Alcohol Detox Facility Considered a Top Addiction Clinic Traditional & Alternative Therapies 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.

26 Experiment #2: Non-Branded PPC Traffic Control AZ Alcohol Detox Facility Exclusive, Luxury Rehab Facility. 1 Clinical Staff Per 3 Patients. Company Logic Treatment Sierra Tucson Care Center Considered a Top Depression Clinic. Traditional & Alternative Therapies 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.

27 Testing Phase: Behavioral Psychology Highest Performing Branded Ads (>1000 Impressions Lowest Performing Branded Ads (>1000 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. Traffic Center Bayside Marin Center 6.18% Bayside Marin Clinic 1.11% Rehab Shouldn't Stop Your Career. Alternative Health Recovery 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.

28 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% Treatment Focus on Value Prop 44.2% 4.41% 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.

29 Value prop tested to over 45,000 referents Traffic Tested 9 value props In-house list Purchased list

30 Experiment #3: In-house test Traffic Research Notes: Experiment ID: Sierra Tucson List Testing Phase: Value Proposition Background: Treatment center for addictions and behavioral disorders. Objective: Increase open and clickthrough rate. Primary Research Question: Which will get the most clicks? Test Design: Subject line test

31 Experiment #3: Subject lines Traffic Problem Subject Lines Treatment fails patients Most rehabs can t provide effective clinical supervision Treatment fails when therapists & clients aren t aligned Solution Subject Lines CRC matches clients to the right level of care Referrals to CRC lead to satisfied clients We measure therapeutic alliance in real time

32 Sample Traffic Category: Trust Subject Line: The nation s most trusted treatment programs Claim of Value: Most recommended network by clinical professionals throughout the United States.

33 Experiment # 3: Results Traffic Problem Subject Lines Open Rate CTR Treatment fails patients 31.8% 14.49% Most rehabs can t provide effective clinical supervision Treatment fails when therapists & clients aren t aligned Solution Subject Line Open Rate CTR CRC matches clients to the right level of care 30.96% 2.30% Referrals to CRC lead to satisfied clients 28.72% 3.70% We measure therapeutic alliance in real time 28.72% 9.09% 30.81% 9.23% 29.98% 9.02%

34 Experiment #3: Results Traffic Problem/Solution Subject Line Open Rate CTR Lesson Value Prop Phase 1: 1 Patient-focused messaging Message 01P Outdated addiction treatment fails patients 31.80% 14.49% Value Prop Phase 2 CRC matches clients to the right level of care Message 05S 30.96% 2.30% motivates in-house list, increasing CTR Value Prop Phase 2 Most rehabs can t provide effective clinical supervision Message 06P 30.81% 9.23% Lesson 2: Problem statements more Value Prop Phase 3 Treatment fails when therapists & clients aren t aligned Message 08P 29.98% 9.02% Value Prop Phase 2 Referrals to CRC lead to satisfied clients Message 04S 28.72% 3.70% powerful than solution statements Value Prop Phase 3 Message 08S We measure therapeutic alliance in real time 28.72% 9.09%

35 Experiment #4: Purchased list test Traffic Research Notes: Experiment ID: Sierra Tucson List Testing Phase: Value Proposition Background: Treatment center for addictions and behavioral disorders. Objective: Increase open and clickthrough rate. Primary Research Question: Which will get the most clicks? Test Design: Subject line test

36 Experiment #4: Purchased list subject lines Traffic Role 08P THERAPISTS Subject Treatment Fails Patients 08P THERAPISTS 01S PSYCHIATRISTS 01P PSYCHIATRISTS Treatment fails when therapists & clients aren t aligned Improving addiction treatment with science & research Outdated addiction treatment fails patients 01P PSYCHOLOGISTS Outdated addiction treatment fails patients Same content as in-house 06P PSYCHOLOGISTS Most rehabs can t provide effective clinical supervision

37 Experiment #4: Results Traffic Role Subject Open Rate CTR 08P THERAPISTS 08P THERAPISTS 01S PSYCHIATRISTS Treatment Fails Patients Treatment fails when therapists & clients aren t aligned Improving addiction treatment with science & research 7.34% 12.50% 10.24% 11.54% 7.68% 8.55% 01P PSYCHIATRISTS Outdated addiction treatment fails patients 8.55% 4.76% 01P PSYCHOLOGISTS Outdated addiction treatment fails patients 7.06% 3.52% 06P PSYCHOLOGISTS Most rehabs can t provide effective clinical supervision 7.25% 3.45%

38 Experiment #4: Results Traffic Role Subject Open Rate CTR 08P THERAPISTS Outdated Addiction Treatment Fails Patients 7.34% 12.50% Patient-oriented 08P THERAPISTS Treatment fails when therapists problem & clients aren t aligned statement 10.24% 11.54% 01S PSYCHIATRISTS Improving addiction treatment with science & research 7.68% 8.55% motivates purchased list as well 01P PSYCHIATRISTS Outdated addiction treatment fails patients 8.55% 4.76% 01P PSYCHOLOGISTS Outdated addiction treatment fails patients 7.06% 3.52% 06P PSYCHOLOGISTS Most rehabs can t provide effective clinical supervision 7.25% 3.45%

39 Understanding motivation Driving Traffic Communicating the value proposition

40 Value Prop Communication: Segmentation Psychiatrist Engagement Therapist Engagement Value Prop 7.61% Overall Open rate 3.36% Overall CTR Top messages were scientific-based Improving addition treatment with science and research Treatments fail patients The strongest clinical supervision in the nation 9.81% Overall Open Rate 6.38% Overall CTR Top messages were relationship-based Treatments fail patients Treatment fails when therapists & clients aren t aligned Most rehabs can t provide effective clinical supervision

41 Value Prop Communication: Segmentation Psychiatrist Engagement Therapist Engagement Value Prop 7.61% Overall Open rate 3.36% Overall CTR Top messages were scientific-based Improving addition treatment with science and research 9.81% Overall Open rate 6.38% Overall CTR Different audiences need different Outdated addiction treatments fail patients Top messages were relationship-based value prop communication Outdated addiction treatments fail patients Treatment fails when therapists & clients aren t aligned The strongest clinical supervision in the nation Most rehabs can t provide effective clinical supervision

42 Learning about your audience Value Prop Psychiatrist Engagement Easy to get a meeting, less likely to engage Therapist Engagement Emotionally driven Concerned with clinical excellence Look for analytical, science, and research discussions Over 80% don t do therapy Want personalized touch; relationship Clinical excellence, supervision and therapeutic alliance Told in stories vs. numbers

43 Results: Value Proposition Optimization Value proposition testing results show 3x to 4x increase in demand for services. Value Prop Inquiries Admissions Value Proposition Testing Begins A M J J A S O N D J F M 43

44 Experiment #6: Turn-About Ranch Value Prop Research Notes: Experiment ID: Turn-About Ranch Testing Phage: Value Category (Phase 1) Background: Working cattle ranch for troubled teens. Objective: Increase the total number of leads captured. Primary Research Question: Which value category will obtain the most form submissions? Test Design: Multifactor split test

45 Linguistic Analysis Highlights Motivational Tendencies and Openness to Value Prop Value Prop Query Analysis Takeaway Ad Analysis Query CTR for Luxury Luxury 62.57% None 17.42% Grand Total 17.45% Luxury is important, but quickly fades Ad CTR for Luxury Luxury 0.96% None 0.91% Grand Total 0.92% Luxury

46 Experiment #6: Control Value Prop Rotating banner with hero shots Glamorized imagery of Dr. Phil Show episode Leading with Unique Setting

47 Experiment #6: Treatment Value Prop Leads with trust-based messaging: Recommended by doctors and therapists 24 years in business Thirdparty credibility indicators Real people: A Message from our Director Testimonials

48 Experiment #6: Results Value Prop 29.8% Increase in Total Conversion The treatment page increased the rate of conversion by 29.8% Design Conversion Rate Control Lux, short copy 6.92% Treatment Trust-based, longer copy 8.98% Relative Difference 29.8%! By utilizing trust-based messaging, the treatment ties better into the prospect s thought process and generates 29.8% more leads online.

49 Experiment #1: Landing page test Value Prop Research Notes: Experiment ID: Southern Indiana Clinic Testing Phase: Value Proposition 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

50 Experiment #1: Control Value Prop

51 Experiment #1: Control Value Prop Bad stock photos Bad sequencing Bad navigation and friction Bad CTA, lots of anxiety

52 Experiment #1: Control Treatment Value Prop

53 Experiment #1: Treatment Value Prop

54 Experiment #1: Treatment Value Prop Less anxiety Credibility Sequencing of information

55 Experiment #1: Treatment Value Prop This doesn t fit my schedule. Not a private Dr. s office

56 Experiment #1: Results, revisited Value Prop 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% Treatment Optimized Page 5.45% 1.24% Relative Difference 19% 66%! The value proposition became more exclusive

57 Top Takeaways Focus on sequencing Get in your customers mindset Look at the entire funnel

58 Thank You Jon Ciampi VP, Marketing, Business Development & Corporate Development CRC Health Daniel Burstein Director of Editorial Content Black & White Headshot Black & White Headshot

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