Healthcare marketing - dashboards, analytics, and reports by Keith Jensen

Putting data to work

Driving growth & operational efficiency through data

Data

Most healthcare companies wait too long to put data to work assuming that building filterable dashboards takes a data scientist and an IT team.

Dashboards

I’ve spent the past 6 years learning to build dashboards myself. Within hours I can spin up a filterable dashboard that helps gain insights & steer operations.

Reports

Once the data is into a dashboard, we can easily create customizable reports for a variety of uses, as you’ll see below.

Insights & Sales

You can’t improve what you don’t measure. Custom & configurable reports provide actionable data to improve sales, marketing, and operations.

Generating Referrals

Data-driven reports to improve sales & referrals

Many of the healthcare companies I work with rely heavily on referrals from physicians. Sales teams are built to deploy into local markets to develop relationships with physicians and ultimately get more referrals. Physicians, on the other hand, are trying to balance their patient load while getting bombarded with sales reps slinging stock brochures and bringing smoothies for the office. To cut through the clutter, I built custom reports for various sales teams so they can bring actual data to their referral network. Now, reps can walk in and show physicians or office managers outcome-based data about how their patients are doing after they leave the provider’s office.

The best part- sales reps simply have to click a button, select the physician’s name, and the report generates a print-ready version of itself.

View the research study

58

Increase in conversions

by improving campaign quality scores and monitoring inbound lead quality

200

Thousand dollars saved

through identifying & stopping campaigns that were not producing the ideal ROI

Google Ads

Using Data to Manage Digital Ad Partners

Digital ads can be an incredibly effective way of driving new patient volume. However, managing those digital campaigns is challenging and often requires a third-party agency. Without strong client oversight, agencies will selectively present data that makes it look like your campaigns are always improving (when really they haven’t touched your account for weeks). That’s why it’s important to build your own dashboards that tie directly into Google Ads so that you can manage your agency partners to ensure your campaigns are always getting better.

Creating your own digital ad dashboards allows you to drive better ROI by:

Improving bidding strategy
Monitoring quality scores
Tracking Conversions
Optimizing Campaigns

Call Center Implementation

Tracking & improving lead conversion to drive sales

One of the healthcare CEOs I work closely with came to me with a problem: they needed to increase demand. We took quick action to put dashboards in place that monitor their digital ad spend and changed digital agencies – which helped drive more leads. However, a few weeks of monitoring phone calls revealed a pattern of behavior that was leading to a low rate of conversion from lead to booking.

We were driving more leads but our teams at each location were only converting an average of 17% of those leads to new patients. Over the next few months we implemented a call center system with queues, custom on-hold messages, and hired a centralized team to take inbound calls from leads (existing patients were still routed to the local teems).

By providing proper sales training and oversight to a centralized call center team, we increased our lead conversions from 17% to nearly 50% without a dollar more spent on advertising. The increased lead conversions along with other strategic initiatives to improve booking resulted in 80% more appointments booked comparing November to May.

% Leads Converted

80% Increase in Appointments Booked

1343

Appointments booked in November

2413

Appointments booked in May (during COVID-19)

148

U.S. Medical Device Market

6500

Medical Device Companies

5

Key Findings

Literature Review & Analysis

Understanding the tipping point for healthcare innovations: five key findings

During my time leading U.S. marketing for AposTherapy, we made tremendous progress integrating with major hospital systems like Mount Sinai, Montefiore, and NYC Elmhurst. However, the biggest challenge was getting doctors to change behavior and write a script for AposTherapy instead of for opioids or physical therapy. We had the empirical research to back up our case and we had the Chiefs of Rehabilitation at each hospital championing the treatment. Still, getting physicians to change behavior proved incredibly difficult. To better understand when we would finally reach a tipping point, I dove head first into research about the medical device market, adoption rates, and innovation diffusion. I then summarized the research and created an analysis with five key findings to distribute to our team. The findings proved valuable and helped shape a much more effective marketing strategy toward referral sources.