ASOA 2017 Bring Focus Using PERFORMANCE DASHBOARDS KAY COULSON, PRESIDENT ELECTIVE MEDICAL MARKETING
A BIT ABOUT ME IN THE BEGINNING LIFE BEFORE EYES CENTER OPENED CONSULTING WORLDWIDE
FINANCIAL DISCLOSURES 0.
PERFORMANCE DASHBOARDS BIGGEST CHALLENGE ADMINISTRATORS FACE?
(Y)OUR BIGGEST CHALLENGE
ADMINISTRATOR S HIGHEST & BEST USE PRIORITIZE DISTILL FOCUS YOUR TEAM
PERFORMANCE DASHBOARDS PAINT A PICTURE FINANCIAL MARKETING PATIENT Right people? Right services? Fair return? Find us? Contact us? Enjoy the experience? Like their result? Tell others?
PRACTICE PERFORMANCE FINANCIAL REVENUE ($000) LENS IMPLANTS EP Ex NP Ex Lens Evals Monofocal Presbyopic Toric Eyes per Eval % Lifestyle IOLs Revenue per Eye Lens All Other Inquiries Consults Eyes Inq:Con Cons:Sx Revenue per Eye 17 YTD 16 YTD
PRACTICE PERFORMANCE FINANCIAL REVENUE ($000) $1,148 +8% vs. LY $900 $63 $185 EP Ex NP Ex Lens Evals Monofocal Presbyopic Toric Data Source: LENS IMPLANTS PROCEDURE REPORT (DOE) Lens All Other $750 $60 $1,060 $250 Inquiries Consults Eyes Eyes per Eval PRK SMILE Enhancements % Lifestyle IOLs LENS CODES 66821 16 YTD 66982-85 17 YTD 92136 Presbyopic, Toric Inq:Con ORA Laser over Lens 17 YTD 16 YTD Cons:Sx Revenue per Eye ALL OTHER All Other CPT codes A/R adjustments Revenue per Eye
PRACTICE PERFORMANCE FINANCIAL REVENUE ($000) Data Sources: PROCEDURE REPORT (DOS) APPOINTMENTS ATTENDED EXAM CODES EP Exams: 92012-14, 99212-15 NP Exams: 92002-04, 99202-04 Lens All Other APPOINTMENT CODES Lens Evals (Cataract Evals) PROCEDURE CODES Monofocal Lens: 66982, 66984 Presbyopic Lens Toric Lens EP Ex NP Ex Lens Evals Eyes per Eval 1.34 Inquiries Consults Eyes 964 966 1.31 LENS IMPLANTS 254 351 199 175 % Lifestyle IOLs 75% 17 YTD 16 YTD Inq:Con 73% Monofocal Presbyopic Toric 70 59 Cons:Sx 138 136 40 53 Revenue per Eye $3,191 $3,448 Revenue per Eye
PRACTICE PERFORMANCE FINANCIAL REVENUE ($000) Data Sources: EP Ex NP Ex Lens Evals LENS IMPLANTS PROCEDURE REPORT (DOS) APPOINTMENTS ATTENDED PHONE & FORM TRACKING Monofocal Presbyopic Toric Lens All Other INQUIRIES Eyes per Eval Phone tracking - Call Rail Form tracking - Google Analytics CONSULTS Consults attended from appt report % Lifestyle IOLs PROCEDURES Revenue per Eye Primary surgical eyes from procedure report Inquiries Consults Eyes Inq:Con Cons:Sx Revenue per Eye 73 50 45 17 YTD 69% 50% $968 $1400 82 56 62 16 YTD 68% 62%
KNOW WHAT YOU DON T KNOW LEAD TRACKING
PRACTICE PERFORMANCE FINANCIAL REVENUE ($000) LENS IMPLANTS EP Ex NP Ex Lens Evals Monofocal Presbyopic Toric $1,148 +8% vs. LY Eyes per Eval % Lifestyle IOLs Revenue per Eye Lens All Other $1,060 Inquiries Consults Eyes 17 YTD Inq:Con Cons:Sx Revenue per Eye 16 YTD
PRACTICE PERFORMANCE FINANCIAL REVENUE ($000) LENS IMPLANTS $900 $63 $1,148 +8% vs. LY $185 EP Ex NP Ex Lens Evals 964 254 199 966 351 175 Monofocal Presbyopic Toric 70 138 53 59 136 40 Eyes per Eval % Lifestyle IOLs Revenue per Eye Lens All Other 1.34 1.31 75% 73% $3,191 $3,448 $750 $60 $1,060 $250 Inquiries Consults Eyes 73 50 45 17 YTD Inq:Con 69% Cons:Sx 50% Revenue per Eye $968 $1400 82 56 62 16 YTD 68% 62%
SEO WEBSITE SEM COMPETITION PRACTICE PERFORMANCE MARKETING SEARCH SEARCH DISPLAY DISPLAY LY LY CTR 3.18% 3.43% 0.23% 0.26% 75% 50% Impression Share Q4 CPC $2.51 $1.98 $0.69 $0.62 25% Avg POS 2.40 2.38 0% ECNW Alcon Mann Lalin Kaden Laser Eye Surgery Fresno Fresno Eye Surgery Cost Center Best Reviews Surgeon Reviews Surgery Best Surgeon 2016 2017 Geo-Relevant Visits 1,027 1,235 New Visitors 904 1,111 Pages per Visit 3.90 3.99 Avg Time on Site 1:41 1:49
SEO WEBSITE SEM COMPETITION PRACTICE PERFORMANCE MARKETING SEARCH SEARCH DISPLAY DISPLAY LY LY CTR 3.18% 3.43% 0.23% 0.26% 75% 50% Impression Share Q4 CPC $2.51 $1.98 $0.69 $0.62 25% Avg POS 2.40 2.38 Laser Eye Surgery Fresno Fresno Eye Surgery Cost Center Best Reviews Surgeon Reviews Surgery Best Surgeon Data Source: Google Adwords (or Acquisio or similar) HTTPS://ADWORDS.GOOGLE.COM 0% ECNW Alcon Mann Lalin Kaden 2016 2017 Geo-Relevant Visits 1,027 1,235 New Visitors 904 1,111 Pages per Visit 3.90 3.99 Avg Time on Site 1:41 1:49
PRACTICE PERFORMANCE SEARCH VS. DISPLAY Source: http://digitalmarketingphilippines.com/google-search-vs-display-network-a-comparison-infographic/
SEARCH ADVERTISING NEW LAYOUT. 2-4 PAID ADS Varies by device. New extended ad size. No more sidebar ads. LENGTH. RULES. LOCAL RESULTS NEXT Make sure listing is complete! THEN ORGANIC RESULTS Less noticeable. Must send to proper page.
SEO WEBSITE SEM COMPETITION PRACTICE PERFORMANCE MARKETING SEARCH SEARCH DISPLAY DISPLAY LY Data Source: Google Adwords LY CTR 3.18% 3.43% 0.23% 0.26% 75% 50% Impression Share Q4 CPC $2.51 $1.98 $0.69 $0.62 25% Avg POS 2.40 2.38 0% ECNW Alcon Mann Lalin Kaden Laser Eye Surgery Fresno Fresno Eye Surgery Cost Center Best Reviews Surgeon Reviews Surgery Best Surgeon 2016 2017 Geo-Relevant Visits 1,027 1,235 New Visitors 904 1,111 Pages per Visit 3.90 3.99 Avg Time on Site 1:41 1:49
SEO WEBSITE SEM COMPETITION PRACTICE PERFORMANCE MARKETING SEARCH SEARCH DISPLAY DISPLAY LY LY CTR 3.18% 3.43% 0.23% 0.26% CPC $2.51 $1.98 $0.69 $0.62 Avg POS 2.40 2.38 Laser Eye Surgery Fresno Fresno Eye Surgery Cost Center Best Reviews Surgeon Reviews Surgery Best Surgeon 75% 50% 25% 0% Data Source: MOZ MOZ.COM $99/MONTH ECNW Alcon Mann Lalin Kaden Your keywords By geography 2016 Competitive comparison Shows algorithm changes that impact SEO Impression Share Q4 2017 Geo-Relevant Visits 1,027 1,235 New Visitors 904 1,111 Pages per Visit 3.90 3.99 Avg Time on Site 1:41 1:49
SEO WEBSITE SEM COMPETITION PRACTICE PERFORMANCE MARKETING Data Source: SEARCH SEARCH GOOGLE ANALYTICS DISPLAY LY DISPLAY CTR 3.18% 3.43% 0.23% 0.26% 75% 50% Impression Share Q4 CPC $2.51 $1.98 $0.69 $0.62 25% Avg POS 2.40 2.38 0% ECNW Alcon Mann Lalin Kaden Laser Eye Surgery 2016 Fresno Fresno Eye Surgery Cost Center Best Reviews Surgeon Reviews Surgery Best Surgeon 2017 Geo-Relevant Visits 1,027 1,235 New Visitors 904 1,111 Pages per Visit 3.90 3.99 Avg Time on Site 1:41 1:49
SEO WEBSITE SEM COMPETITION PRACTICE PERFORMANCE MARKETING SEARCH SEARCH DISPLAY DISPLAY LY LY CTR 3.18% 3.43% 0.23% 0.26% 75% 50% Impression Share Q4 CPC $2.51 $1.98 $0.69 $0.62 25% Avg POS 2.40 2.38 0% ECNW Alcon Mann Lalin Kaden Laser Eye Surgery Fresno Fresno Eye Surgery Cost Center Best Reviews Surgeon Reviews Surgery Best Surgeon 2016 2017 Geo-Relevant Visits 1,027 1,235 New Visitors 904 1,111 Pages per Visit 3.90 3.99 Avg Time on Site 1:41 1:49
OUTCOMES REVIEWS INTEREST TIME IN OFFICE PRACTICE PERFORMANCE PATIENT EXPERIENCE 200 150 100 Leads & Fuel Visits Phone Form Fuel Visits 50 0 Jan '16 Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Jan '17 Feb Mar 2:07 1:37 1:07 Lens Evaluation 1:44 1:19 0:54 Consult 1:30 1:08 0:46 Complete Exam 1:18 1:14 0:57 0:52 1:53 1:30 1:06 0:45 0:29 0:35 0:29 0:12 Pre-Op Other Surgery Post-Op Lens Implants 5 4 3 2 1 3 1 +/- 0.25D +/- 0.50D More than 0.50D +/- 0.25D +/- 0.50D More than 0.50D New/Total 4/95 Yelp (42) Google+ (5) Facebook (8) & Healthgrades (40)
OUTCOMES REVIEWS INTEREST TIME IN OFFICE PRACTICE PERFORMANCE PATIENT EXPERIENCE Leads & Fuel Visits Phone Form Fuel Visits Phone Form Fuel Visits Data Source: 200 150 100 50 0 Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Jan Feb Mar '16 '17 Lens Implants 2:07 1:44 1:30 CALL RAIL 1:18 1:37 1:19 1:14 GOOGLE 1:08 ANALYTICS 0:57 0:52 1:53 1:30 1:07 1:06 0:54 PM APPOINTMENT 0:46 0:35 REPORT 0:29 Lens Evaluation Consult Complete Exam CALLRAIL.COM ~$200/MO 0:45 0:29 0:12 Pre-Op Other Surgery Post-Op +/- 0.25D +/- 0.50D More than 0.50D +/- 0.25D +/- 0.50D More than 0.50D 5 4 3 2 1 Enough interest? From where? Conversion strong? 3 1 New/Total 4/95 Yelp (42) Google+ (5) Facebook (8) & Healthgrades (40)
OUTCOMES REVIEWS INTEREST TIME IN OFFICE PRACTICE PERFORMANCE PATIENT EXPERIENCE 200 150 100 Leads & Fuel Visits Phone Form Fuel Visits 50 0 Data Source: CHECK-IN/OUT DATA Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Jan Feb Mar '16 '17 MEDICALCHECKIN.COM $399/YR Lens Implants 2:07 1:37 1:07 Lens Evaluation 1:44 1:19 0:54 Consult 1:30 1:08 0:46 Complete Exam 1:18 1:14 0:57 0:52 1:53 1:30 1:06 0:45 0:29 0:35 0:29 0:12 Pre-Op Other Surgery Post-Op Understand bottlenecks? Revise templates. Improve patient flow. Increase satisfaction. +/- 0.25D +/- 0.50D More than 0.50D +/- 0.25D +/- 0.50D More than 0.50D 5 4 3 2 1 3 1 New/Total 4/95 Yelp (42) Google+ (5) Facebook (8) & Healthgrades (40)
OUTCOMES REVIEWS INTEREST TIME IN OFFICE PRACTICE PERFORMANCE PATIENT EXPERIENCE 200 150 100 Leads & Fuel Visits Phone Form Fuel Visits 50 0 Jan '16 Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Jan '17 Feb Mar 2:07 1:53 1:44 1:37 Data 1:30 Source: 1:18 1:30 1:19 1:14 SURGICAL 1:08 1:07 OUTOMES 0:57 DATA 1:06 0:54 0:52 0:46 0:35 0:29 Lens Evaluation HOW Complete GOOD Consult Exam ARE YOU? 0:45 0:29 0:12 Pre-Op Other Surgery Post-Op Lens Implants +/- 0.25D +/- 0.50D More than 0.50D +/- 0.25D +/- 0.50D More than 0.50D Useful in consultations. Motivates staff. 3 1 Keeps improvement continuous. 5 4 3 2 1 New/Total 4/95 Yelp (42) Google+ (5) Facebook (8) & Healthgrades (40)
OUTCOMES REVIEWS INTEREST TIME IN OFFICE PRACTICE PERFORMANCE PATIENT EXPERIENCE 200 150 100 Leads & Fuel Visits Phone Form Fuel Visits 50 0 Jan '16 Data Source: REVIEW SITES Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Jan Feb Mar '17 FOCUS ON KEY SITES Lens Implants 2:07 1:37 1:07 Lens Evaluation 1:44 1:19 0:54 Consult 1:30 1:08 0:46 Complete Exam 1:18 1:14 0:57 0:52 1:53 1:30 1:06 0:45 0:29 0:35 0:29 0:12 Pre-Op Other Surgery Post-Op Yelp Google+ Facebook Healthgrades +/- 0.25D +/- 0.50D More than 0.50D +/- 0.25D +/- 0.50D More than 0.50D 5 4 3 2 1 3 1 New/Total 4/95 Yelp (42) Google+ (5) Facebook (8) & Healthgrades (40)
OUTCOMES REVIEWS INTEREST TIME IN OFFICE PRACTICE PERFORMANCE PATIENT EXPERIENCE 200 150 100 Leads & Fuel Visits Phone Form Fuel Visits 50 0 Jan '16 Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Jan '17 Feb Mar 2:07 1:37 1:07 Lens Evaluation 1:44 1:19 0:54 Consult 1:30 1:08 0:46 Complete Exam 1:18 1:14 0:57 0:52 1:53 1:30 1:06 0:45 0:29 0:35 0:29 0:12 Pre-Op Other Surgery Post-Op Lens Implants 5 4 3 2 1 3 1 +/- 0.25D +/- 0.50D More than 0.50D +/- 0.25D +/- 0.50D More than 0.50D New/Total 4/95 Yelp (42) Google+ (5) Facebook (8) & Healthgrades (40)
FINAL THOUGHTS 1. SELECT KEY METRICS THAT DRIVE PERFORMANCE. 2. PICK REALISTIC REPORTING TIMEFRAMES. 3. DON T GET LOST IN THE WEEDS. 4. USE FOR PROOF & IMPROVEMENT, NOT PUNITIVE.
FINAL THOUGHTS TRUST YOUR NUMBERS.
FINAL THOUGHTS QUESTIONS?
THANK YOU GET STARTED WITH OUR TEMPLATES KAY@ELECTIVEMED.COM