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
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Daniel Burstein
Director of Editorial Content MECLABS @DanielBurstein P res en ter s Jon Ciampi VP, Marketing, Business Development & Corporate Development
CRC Health
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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 R es our ces
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?
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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:
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Control
Average short-form page template with a rotating banner. Call-to-action is on the right-hand side andabove the fold.
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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
Just Announced:
KEYNOTE SPEAKERS
Flint McGlaughlin
Managing Director and CEO
MECLABS
Visit MECLABS.com/SanFran
Ninan Chacko
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
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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:
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Experiment: Control
Leading with “Unique Setting”
Glamorized imagery of “Dr. Phil Show” episode Rotating banner with hero
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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:
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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
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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.
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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
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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 andunderstanding
staff members –98% of whom are in recovery themselves
– provide an unparalleled level ofsupport 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. Ourintimate
setting in the Sonoma hills provides awarm and
welcoming
atmosphere, where staff and alumni come together toSPONSOR LOGO
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
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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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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
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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.
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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
