Baird Digital Medical Billing Services - Summary of Current Trends

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1 Baird Digital Marketing The CRM Specialists For Website Publishers Services Overview

2 Who is Baird Digital? C R M f o r W e b s i t e P u b l i s h e r s Baird Digital Marketing, Inc.

3 What s Our Mission? C R M f o r W e b s i t e P u b l i s h e r s Baird Digital Marketing, Inc. Registration Conversion Analytics 360 Degrees of Expertise House Retention Offer / Price

4 Registration C R M f o r W e b s i t e P u b l i s h e r s (After) A publisher of 15 regional newspapers asked us to recommend enhancements to their post-launch, metered-access websites. We reviewed their prior results and modeled different response rate and revenue scenarios. We then recommended a two-step conversion strategy, emphasizing registration more than the launch did. Sales would then be used to convert registrants. Funnels were also streamlined to reduce abandon rates. (Before) We provided detailed comps for all pages. The changes produced a registration increase of 300% with no apparent loss of paid subscription upsells in the funnel.

We then recommended a two-step conversion strategy, emphasizing registration more than the launch did. Sales email would then be used to convert registrants.

5 Lead Conversion C R M f o r W e b s i t e P u b l i s h e r s (Before) A financial newsletter publisher had run SEM campaigns to generate leads via a free report incentive. Response to their upsell and first did not meet expectations. (After) We reviewed all creative, offers and metrics and suggested: - A new landing page and abandon recovery strategy. - In the report, tease the lead back to order. - Add an autoresponder conversion series. We then provided layout templates, headlines and a skeleton copy outline, and they produced the creative in-house with our feedback and guidance. The campaign converted more than enough leads to be above breakeven at the target CPA.

(After) We reviewed all creative, offers and metrics and suggested: - A new landing page and abandon recovery strategy. - In the report, tease the lead back to order.

6 House Marketing C R M f o r W e b s i t e P u b l i s h e r s (Before) Both websites wanted to move their sales programs further forward. We assessed both clients creative, offers, timing and list segmentation, and recommended taking the best of their former campaigns and merging those features with several new ones. We provided detailed creative for EdWeek.org, whereas Posit Science preferred to receive templates and guidelines and produce art and copy themselves, with only our ongoing review. In both cases gross response rate more than doubled, and the increase was sustained over the campaigns which followed. (After)

with several new ones. We provided detailed creative for EdWeek.

7 ShortShort-Term Retention C R M f o r W e b s i t e P u b l i s h e r s (Before) A database publisher wanted to reduce new customer cancels. We recommended assistive messaging on the Thank You screen and in a series of short s. Faster Value. We wanted the user to say Wow! immediately. Later, we d show other uses and value. (After) Cancel Drivers: Research showed that cancellation was driven by the user s ability to quickly and easily find their target. If they could not, then they d leave. Other product databases and power features had no influence yet. The phone reps agreed, and said that the target usually was in the system! New users didn t know how to search. Messaging: The layout of the new ThankYou page focused on the 3 most common tasks, and when a button was clicked, more effective instructions and a link would appear. The client viewed the project as a success, but asked that we not share the results. (Reference available on request).

(After) Cancel Drivers: Research showed that cancellation was driven by the user s ability to quickly and easily find their target. If they could not, then they d leave.

Our assessment resulted in a recommendation to: - Focus first on payment processing, not on call center marketing as they d originally planned.

8 Long Long--Term Retention C R M f o r W e b s i t e P u b l i s h e r s After launching its first paid content product, The Motley Fool wanted to gain a better understanding of retention best practices and which ones they should employ or enhance. Our assessment resulted in a recommendation to: - Focus first on payment processing, not on call center marketing as they d originally planned. - Shift communication timing. - Reassess test priorities with our SS-E-L algorithm. - Enhance reports, with formats we provided. These recommendations added $500,000 to The Motley Fool s bottom line within 12 months.

9 Offers, Modeling and Analysis C R M f o r W e b s i t e P u b l i s h e r s A midmid-size data publisher used a 1414-day Free Trial offer, and in tests using makeshift retention reports, the offer appeared to produce more revenue than a regular Hard Offer. We recommended creating a carefullycarefully-validated, routine monthly Retention Report combining frontfront- and back back--end metrics. We worked closely with the team to design and validate the report against other data sources within the company. During that reconciliation process, it became clear that the makeshift reports had been misinterpreted due to the data s complexity. The new, validated report indicated that the Hard Offer was more profitable than the Free Trial. The client rapidly changed offers. This discovery from the new report increased the client s annual revenue by an estimated $500k $750k. (Client reference available upon request request.).)

We worked closely with the team to design and validate the report against other data sources within the company.

10 Other Projects C R M f o r W e b s i t e P u b l i s h e r s - Due Diligence for VC s / Acquirers - Customer Onboarding Best Practices - Business/Launch Plan Assessment - Industry Retention Rate Studies

11 Thank You! Bill Baird (203) Baird Direct Marketing, Inc.

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