Hospital marketers today are spending more of their advertising budgets to drive traffic to their websites. However, research shows they are converting only 2 percent to 3 percent of visitors into actual patients. Learn how to use online automated testing, instead of a committee, to make informed changes to your website that will improve performance, engage users, and boost ROI for your online marketing initiatives.

1. WEBSITE OPTIMIZATION WITHOUT A COMMITTEE Using Testing to Make Decisions Monday, September 13 11:15 a.m. - 12:30 p.m.

2. SPEAKERS Tammy Veach Executive Director, Marketing & Public Relations Loma Linda University Medical Center Blaine Behringer Co-founder / Managing Partner Earthbound Media Group

3. AGENDA Common website enhancement challenges Latest trends for online conversion optimization Fundamentals of multivariate testing Impact of testing at Loma Linda University Medical Center Multivariate testing and you Q + A

4. LEARNING OBJECTIVES Understand the fundamentals of multivariate testing Increase online conversions through informed website enhancements Empower your marketing team to test new offers and content ideas

5. Challenges Facing healthcare marketers for website enhancement

6. CHALLENGES FACING HEALTHCARE MARKETERS Decision By Committee or Opinion

7. CHALLENGES FACING HEALTHCARE MARKETERS Decision By Committee or Opinion Multiple Web “Owners” = Frustration Delays to update due to approvals and opinions

8. CHALLENGES FACING HEALTHCARE MARKETERS Decision By Committee or Opinion The Homepage Dilemma Built according to : Organizational structure Politics Ego

9. CHALLENGES FACING HEALTHCARE MARKETERS Decision By Committee or Opinion Competition Online – Rising Costs Cost increases and conversion decreases!

10. CHALLENGES FACING HEALTHCARE MARKETERS Decision By Committee or Opinion Shifting Audiences Rising Gen Y audience (18-29) = highly internet savvy (19 hrs/wk) Gen X audience (30-43) = very closely behind (17 hrs/wk) Forrester - July 27, 2009 - Consumer Behavior Online: A 2009 Deep Dive - by Jacqueline Anderson

11. CHALLENGES FACING HEALTHCARE MARKETERS Question of the Day: How do I optimize my website for the USER to achieve my business goals? ALL USERS ARE DIFFERENT!!

12. CHALLENGES FACING HEALTHCARE MARKETERS Answer: Test…test…test…test…test!! (and test again!)

13. CHALLENGES FACING HEALTHCARE MARKETERS Decision Using User Behavior (testing) NOT EASY!!

14. CHALLENGES FACING HEALTHCARE MARKETERS Decision Using User Behavior Demonstrating ROI Prioritizing testing initiatives Acting upon testing results Modifying web pages for testing Understanding test results Ownership of testing – marketing or IT?

15. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION

16. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION Why Do We Test? ↑ Conversion ↑ Customer satisfaction Where Do We Test? High impact areas Lead generation pages Homepages Landing pages MUST have traffic to test!! When Do We Test? Often!! (6+ simple tests per month when possible) Who Tests? Greater testing returns if tests are managed by testing professionals Forrester - October 20, 2009: The Online Testing Vendor Landscape - A Mature Discipline Offers The Next Frontier In Site Optimization - by John Lovett

17. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION What Do We Test?

18. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION In House or Agency?

19. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION What Technology is Needed? Testing Platform Google Website Optimizer Free Requires implementation Autonomy Optimost Annual Fee Managed implementation Others Omniture Test and Target Amadesa Maxymiser

20. Fundamentals of multivariate testing

21. FUNDAMENTALS OF MULTIVARIATE TESTING A/B Testing Famous Chocolate Since 1892 Famous Chocolate Since 1892 Buy Now Buy Now

23. Copy Placement: test placement (1) of value proposition above and below image

26. FUNDAMENTALS OF MULTIVARIATE TESTING Multivariate Testing (MVT) Control Famous Chocolate Since 1892 RICH & CREAMY Chocolate From Famous Hershey Buy Now Buy Now

27. FUNDAMENTALS OF MULTIVARIATE TESTING Multivariate Testing (MVT) Control Famous Chocolate Since 1892 Famous Chocolate Since 1892 Buy Now Buy Now

28. FUNDAMENTALS OF MULTIVARIATE TESTING Multivariate Testing (MVT) Control Famous Chocolate Since 1892 Famous Chocolate Since 1892 Buy Now Buy Now

29. FUNDAMENTALS OF MULTIVARIATE TESTING Multivariate Testing (MVT) Control Famous Chocolate Since 1892 Famous Chocolate Since 1892 Buy Now Order Now!!

30. FUNDAMENTALS OF MULTIVARIATE TESTING What is Required for Testing? Testing strategy Hypothesis Goal of test Success metric  Calculate ROI! Tackle the basics before going algorithmic Use A/B first to understand before MVT (↑ complexity = ↑ traffic) Choose test areas WISELY!! Don’t rock the boat with homepage testing at first Test dramatically for best results Big differences in test concepts reveal more about the consumer Make testing part of your culture Requires humility and adhering to the results!

31. Impact of testingCase study

32. IMPACT OF TESTING – Case Study: Winner Control A B

34. If the site averages 500 leads per month this equates to 12.5 additional leads per month!!

35. If clinic makes $1M/YR from internet lead patients this equates to ~$167/lead

36. Therefore this test winner yields an additional about $24K/year in patient revenueIMPACT OF TESTING – Case Study: Control Conversion Rate – 2% Winner Conversion Rate – 4.5% A B

37. IMPACT OF TESTING – Case Study: Control Winner

42. IMPACT OF TESTING – Case Study: Applying the Findings Testing refines and clarifies understanding of target audience psyche and online behaviors, informing your: Online marketing copy and design decisions and strategic plans (keyword lists, etc.) Website optimization tactics and design decisions List purchases and publishing channel decisions Public relations and advancement outreach efforts

43. mVT & You!

44. MULTIVARIATE TESTING & YOU! How Do You Introduce It? As a piece of the online marketing optimization solution: Define testing goals and success metrics, toward developing and overall testing strategy Employ stakeholder input and feedback throughout testing waves Begin at the beginning with A / B testing before MVT Select less visible areas of the site for testing first, ensuring they present a strong opportunity to impact your bottom line Seek to uncover big preferences first rather than testing granular details

45. MULTIVARIATE TESTING & YOU! What Can You Expect? Challenges Strain on your left brain Prioritizing test initiatives and taking action on results Lack of clarity about departmental ownership Lack of clarity about accountability

46. MULTIVARIATE TESTING & YOU! What Can You Expect?

47. MULTIVARIATE TESTING & YOU! What Can You Expect? Payoffs More Conversions & ROI Increased Customer Satisfaction Enhanced Patient Experiences

48. MULTIVARIATE TESTING & YOU!

49. MULTIVARIATE TESTING & YOU! What Can You Expect?

50. MULTIVARIATE TESTING & YOU! How Can an Agency Support You? Education and information

51. MULTIVARIATE TESTING & YOU! How Can an Agency Support You? Maximize efforts

52. MULTIVARIATE TESTING & YOU! How Can an Agency Support You? Test vendor selection support 9-10 leading vendors Methodology: Full factorial Partial factorial Proprietary Service Offerings: Self service Managed service Full service From $ to $$$$

53. MULTIVARIATE TESTING & YOU! How Can an Agency Support You? Full integration with online marketing initiatives Search Engine Marketing (PPC, Display, etc.) Email Marketing Website Marketing Direct Mail / Print Broadcast Out of Home Etc. . .

54. Q & ASlides Available at: PPT available at: http://www.slideshare.net/EarthboundMediaGroup Live Webinar Recast: Wednesday September 29th, 2010 @ 10AM Register at www.earthboundmediagroup.com Blaine Behringer Managing Partner bbehringer@earthboundmediagroup.com Tammy Veach Executive Director, Marketing & Public Relations tveach@llu.edu