watch daniel burstein interview jon ciampi, vp, marketing ... · vp, marketing, business...
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Watch Daniel Burstein interview Jon Ciampi, VP, Marketing, Business Development, and Corporate Development, CRC Health, as they discuss how his healthcare company transformed decision-making across 140 sites and answer questions from the audience.
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Interview with CRC Health on how it transformed decision-making across 140 sites
Landing Page Optimization:
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Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Pre
sen
ters
Jon Ciampi
VP, Marketing, Business Development & Corporate Development
CRC Health
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Join the conversation
#SherpaWebinar
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Optimization Summit 2013 Wrap-up: Top 5 takeaways for testing websites, pay-per-click ads and email– http://www.marketingsherpa.com/article/wrap-up/top-5-takeaways-op-summit-2013
Landing Page Optimization: Simple, value-infused page increases leads 8% in 24-hour test -- http://www.marketingsherpa.com/article/case-study/simple-value-infused-page-increases-leads
Marketing Research Chart: Optimize landing pages for lead quality -- http://www.marketingsherpa.com/article/chart/optimize-landing-pages-lead-quality
Res
ou
rces
Further Resources
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Session speaker
Jon Ciampi
VP, Marketing, Business Development
& Corporate Development
CRC Health
Jon oversees all marketing and business development efforts for CRC Health, a $450 million revenue company. He manages the strategic accounts team and contracting team focused on 200 insurance contracts accounting for $200 million 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.
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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.
If we spend more money, will we get more revenue?
The Challenge
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Results
Transforming the marketing
message by using 3 phases of value
proposition testing
An aha moment
from testing
Transforming the marketing department’s
culture Transforming
the entire business
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Experiment ID: Sierra Tucson Testing Phase: Value Category
Background: An addiction and mental health rehabilitation facility.
Objective: Increase the total number of leads captured.
Primary Research Question: Which value category will obtain the most form submissions?
Test Design: Multi-factor split test
Research Notes:
Experiment: Sierra Tucson (value category)
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Control
Average short-form page
template with a rotating banner.
Call-to-action is on the right-hand side and
above the fold.
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Experiment: Treatment, top of page
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Experiment: Treatment, middle of page
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Experiment: Treatment, bottom of page
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Experiment: Control and treatment, compared
The treatment is nearly 2x
the length of the control
Call-to-action is at the bottom of the
page
Treatment
Control
Joe Pulizzi Founder
Content Marketing Institute
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Flint McGlaughlin Managing Director and CEO
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Experiment: Results
Design Conversion Rate
Control 0.78%
Treatment 2.48%
Relative Difference 220%
220% Increase in Total Conversion The treatment page increased the rate of conversion by 220%
By utilizing a single-column, long-copy approach, the treatment better guides the prospect’s thought process and generates 220% more leads online.
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220% Increase in Total Conversion The treatment page increased the rate of conversion by 220%
Experiment: Results
Design Conversion Rate
Control 0.78%
Treatment 2.48%
Relative Difference 220%
What you need to understand: By utilizing a single-column, long-copy approach, the treatment better guides the prospect’s thought process and generates 220% more leads online.
Aha Moment: Trust was more important to
customers than luxury
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Experiment ID: Turn-About Ranch Testing Phage: Value Category
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: Multi-factor split test
Research Notes:
Experiment: Turn-About Ranch
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Experiment: Control
Leading with “Unique Setting”
Glamorized imagery of “Dr. Phil Show” episode
Rotating banner with hero shots
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Experiment: Treatment
Third-party credibility indicators
Real people:
“A Message from our Director”
“Testimonial”
Leads with trust-based
messaging:
“Recommended by doctors and
therapists”
“24 years in business”
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Experiment: Results
Design Conversion Rate
Control 6.92%
Treatment 8.98%
Relative Difference 29.8%
29.8% Increase in Total Conversion The treatment page increased the rate of conversion by 29.8%
By utilizing trust-based messaging, the treatment ties better into the prospect’s thought process and generates 29.8% more leads online.
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Experiment ID: Sierra Tucson Testing Phase: Value Proposition
Background: An addiction and mental health rehabilitation facility.
Objective: Increase the clickthrough rate.
Primary Research Question: Which PPC ad will obtain the most clickthroughs?
Test Design: A/B split test
Research Notes:
Experiment: Sierra Tucson (value proposition)
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Experiment: Controls
Sierra Tucson Care Center Considered a Top Recovery Clinic Get a Free Assessment. Call Now!
AZ Alcohol Detox Facility Exclusive, Luxury Rehab Facility.
1 Clinical Staff Per 3 Patients.
Branded Non-branded
Company Logic
We have the most doctors, therefore we have the best care.
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Experiment: Treatments
Customer Logic I am afraid to send my husband away to someone who will not
care for him like I will.
Sierra Tucson Care Center Considered a Top Depression
Clinic. Traditional & Alternative Therapies
Branded AZ Alcohol Detox Facility
Considered a Top Addiction Clinic Traditional & Alternative
Therapies
Non-branded
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Experiment: Results
Branded PPC Ads
Conversion Rate Non-Branded PPC Ads
Conversion Rate
Control 0.31% 0.13%
Treatment 44.2% 4.41%
Relative Difference 14,000% 3,300%
• 14,000 % Increase in CTR for Branded Ads • 3,300 % Increase in CTR for Non-branded Ads
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.
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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.
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.
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.
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Effects of psychological mapping on paid advertising
…highly empathetic, social, caring, worried. Thus wanting a more formal, highly educated service with
high interaction.
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“Clinic” quick
Cheap informal
Less educated personnel
“Center”
Expertise formal Educated
personnel research
Effects of psychological mapping on paid advertising
Connotation creates a 3X difference in CTR.
The difference is understanding the psychology of the words.
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Effects of behavioral psychology on value prop
Azure Acres is the most affordable and nurturing treatment center in
Northern California. Our knowledgeable and understanding staff
members – 98% of whom are in recovery themselves – provide an unparalleled level of support to you in recovery. The
expertise we have gained over 50 years serving individuals in need, allows
us to provide highly effective drug and alcohol treatment services. Our
intimate setting in the Sonoma hills provides a warm and welcoming atmosphere, where staff and alumni come together to
guide you through every step of your recovery.
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Effects of behavioral psychology on value prop
Communication Style • Mirror
• Accepting
• Fairness
• Same compassion
• Be gentle
• Tell stories
• Team up with them
Personality • Selflessness
• Investing in others
• Loves fairness
• Hates criticism
• Agreeable
• Needs lots of lead up to
change
Words to Use: •We, Us
•You are doing the right thing
•They are going to be so much better
•We are going to help this person together
Customer Loved-One Profile
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Successes placed pressure on other areas of the funnel
Poor reviews on social sites were undermining value proposition.
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Proactive Updates
Suppression Management
Social media had a big impact
We were forced to double our reputation management team and resources to implement effective campaigns.
Rating Monitoring
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Social media had a big impact
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Marketing optimization causing funnel issues for phone system and admissions
Admits only related to inquiries created during time period
CTC PPC Results
6/17 - 6/23 6/24 - 6/30 7/1 - 7/7
Answered Calls 371 318 239
Abandoned in Queue 81 19 9
Auto-transfer 0 48 75
Total Calls 452 385 323
Inquiries 149 146 99
Admits 25 26 13
% Abandoned 17.9% 5.6% 3.6%
Adm/Inq 16.8% 17.8% 13.1%
Calls per Inq. 2.49 2.18 2.41
PPC Spend 14,994 16,387 16,481
Cost per Admit 600 630 1,268
Calls abandoned in
queue dramatically
lower
Auto attendant
shunts transfer
volume away
from service
advisors
Too early to
tell as
additional
time needed
for patients
to
matriculate
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If client was referred, trust is more likely than if
they found us online.
Examples from call script
Many callers are already sold on the program, in which case moving them to the next stage of the funnel quickly may be appropriate, or reflecting back on their concerns and allowing them to state why they chose to contact Sierra.
Transforming the way the phone is answered
TRUST is biggest issue at this stage.
Will treatment be effective?
Letting people know that we are here and care regardless if they are
ready or not.
It is what sets CRC apart from other programs and
organizations
Use value prop here: we have been in business
over 30 years
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Foundation training was required to educate and enhance employee skills & performance
Foundation Training
Decision Making
Quantitative Methods
TQM
Presentation & Communication
Marketing Methodologies
Minto Munger
Problem Definition
Tufte Fallacies of Argument Crisis Communication
T-test & R2
Testing Models Economics (IRR & NPV)
Chart Choice
KJ method Ishikawa/7-Step
Language of Reporting MITs
Value Prop Definition Motivation
Demand Modeling Behavior Psychology
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Results: Value proposition optimization
Value Proposition Testing Begins
Value proposition testing results show 3x to 4x increase in demand for services.
Inquiries Admissions
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You can use testing to reliably base your decisions on evidence in the marketplace
Don’t stop at the basic learning of a test, look deeper into what it is really telling you about customers
Don’t focus on technology, focus on the customer
What you can learn from this transformational story
Joe Pulizzi Founder
Content Marketing Institute
Just Announced: KEYNOTE SPEAKERS
Flint McGlaughlin Managing Director and CEO
MECLABS
Visit MECLABS.com/SanFran
Ninan Chacko CEO
PR Newswire