How a healthcare company transformed
decision-making across 140 sites
Marketing Transformation
Jon Ciampi Daniel Burstein
VP, Marketing, Business Development Director
& Corporate Development Editorial Content
Session Speaker
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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
About CRC Health
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A subsidiary of Bain Capital, CRC Health Group is the largest and most comprehensive network of
The Challenge
If we spend more money,
will we get more revenue?
• An “Aha Moment” from testing
• Transforming the marketing message by using
three phases of value proposition testing
• Transforming the marketing department’s
culture
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Experiment ID: Sierra Tucson
Testing Phase: Value Category (Phase 1)
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:
Control
• Average short-form page template with a rotating banner.
• Call to action is on the right hand side and above “the fold.”
Experiment #1: Treatment
Treatment
Treatment
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Experiment #1: Side-by-side
Treatment
The treatment is
nearly 2x the length of the control and the call-to-action is
at the bottom of the page.
Experiment #1: 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%
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.
Experiment #1: 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%
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
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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: Multi-factor split test Research Notes:
Experiment #2: Control
• Rotating banner with hero shots
• Glamourized imagery of “Dr. Phil Show”
episode
• Leading with “Unique Setting”
Treatment
• Leads with trust-based messaging: “Recommended by doctors and
therapists,” “24 years in business”
• Real people (“A Message from our Director,”
“Testimonial”
• 3rd-party credibility
Experiment #2: 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%
What you need to understand: By utilizing trust-based messaging,the treatment better ties 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 (Phase 2)
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 #3: 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
Experiment #3: 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
Arizona Drug Rehab
Considered a Top Addiction Clinic Traditional & Alternative Therapies
Branded
Experiment #3: Results
Branded PPC ads Conversion Rate
Control 0.31%
Treatment 44.2%
Relative Difference 14,000%
14,000 % Increase in CTR for Branded Ads
What you need to understand: By focusing on value proposition,achieved a 14,000% increase on branded ad clickthrough rates, and a 3,300% increase in non-branded CTR.
Non-branded PPC ads Conversion Rate
Control 0.13%
Treatment 4.41%
Relative Difference 3,300%
Testing Phase: Behavioral Psychology (Phase 3)
Highest Performing Branded Ads (>1000Impressions
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.
Effects of Psychological Mapping on Paid Advertising
The word “clinic” vs. “center” has strong connotation and creates a 3X difference in CTR. The difference is understanding the
psychology of the words.
Center conveys… Expertise Research Formal Educated personnel Clinic conveys… Quick Cheap Informal Less-educated personnel
The target audience is highly empathetic, social, caring, worried thus wanting a more formal, highly educated service with high interaction
.
Effects of Behavioral Psychology on Value Prop
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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.
Customer Loved-One Profile
Comm. 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
Successes Placed Pressure on Other Areas of
the Funnel
Poor Reviews on Social Sites were undermining our value proposition
1-Star Rating on Yelp
Social Media Became Big Impact
We were forced to double our reputation management team and resources to
implement effective campaigns: - Rating Monitoring - Proactive Updates - Suppression Management 3.5-Star Rating on Yelp
Marketing Optimization Causing Funnel
Issues for Phone System & 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
In queue abandonment rates have improved dramatically. Effectiveness of PPC changes potentially promising but still too early to tell. Will need
additional time for performance to stabilize before drawing additional conclusions.
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 their concerns and allowing them to state why they chose to contact Sierra (avoid losing
trust but no need to sell at this point).
• TRUST is biggest issue at this stage. If client was referred, trust is more likely than if they found us online.
• Will treatment be effective? (Use value prop here: we have been in business over 30 years)
• Letting people know that we are here and still care regardless
if they are ready or not is important and what sets CRC apart
from other programs and organizations.
Transforming the way the phone is
answered
Foundation Training was required to educate
and enhance employee skills & performance
We have developed a training program to help everyone understand the models we incorporated and to ensure consistent performance improvements across the organization.
Foundation Training Decision Making Quantitative Methods TQM Presentation & Comm. Marketing Methodologies Minto Munger Problem Definition Tufte Falacies of Argument Crisis Communication Ttest & 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
5 phases of training
covering Decision Making, Presentation &
Communication,
Quantitative Methods, TQM, and Marketing Frameworks
Focused on core skills not taught in formal
education
Applicable to any
situation, any job, and any company
Results: Value Prop Optimization
Value Proposition Testing Begins
• You can use testing to reliably based your decisions
on evidence in the marketplace
• Don’t stop at the basic learning of a test, look deeper
into what it’s really telling you about customers
• Don’t focus on technology, focus on the customer
What you can learn from this
transformational story
Thank You
Jon Ciampi
VP, Marketing, Business Development & Corporate Development
CRC Health
Daniel Burstein
Director of Editorial Content MECLABS
