Cs&E 10 - Increasing Physician Registrations On myMDAnderson

Increasing my MDAnderson for Physician Registrations Raising Awareness Without Raising Budgets Clinical Safety & Effectiveness | Session 10 | April 17, 2009

Project Team ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Project Partners ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Aim Statement ,[object Object]

What is myMDAnderson for Physicians? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why Haven’t More Physicians Registered?

Awareness: Existing Processes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Increasing Awareness: Developing Interventions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Interventions: Key Internal Contact Points Referring Physicians Patient Access Specialists Nursing Staff M.D. Anderson Physicians Shared Patients Office of Physician Relations

Interventions: Internal: Staff & Faculty Awareness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Interventions: Internal: Outreach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Interventions: Internal: Tip Sheet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Interventions: Internal: Patient Flyer ,[object Object],[object Object],[object Object]

Interventions: Internal: Physician Relations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Referring Physician Call to the Office of Physician Relations my MDAnderson for Physicians Script Forward to Physician Relations Associate For Registration my MDAnderson Member? Interested in Registration? Forward to Requested/Appropriate Support Resource No No Yes Yes

Interventions: External ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Interventions: External: Leveraging Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object]

Interventions: External: Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.facebook.com/pages/myMDAnderson-for-Physicians/15081140243 ,[object Object],[object Object],[object Object],[object Object],[object Object]

Interventions: External: Twitter http://twitter.com/PhysRelations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],90 Day Follower Growth

Interventions: External: Video ,[object Object],[object Object],[object Object],[object Object],http://www.youtube.com/user/physicianrelations Video Channel Views YouTube 60 Cancertv 2 Vimeo 5 Video.Yahoo 10

Interventions: External: Google Pay-Per-Click Ads ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top 5 Keywords by Performance 5.33% 13 244 stem cell cancer treatments 14.06% 18 128 md anderson referral 2.33% 23 988 stem cell cancer treatment 2.38% 24 1007 stem cells cancer treatment 1.19% 112 9440 stem cell transplant CTR Clicks Impressions Placement / Keyword

Interventions: External: Blogging Visitors http://jennifersreport.blogspot.com/ http://timjedwards.com/ Visitors

Interventions: External: Web Analytics

Interventions: External: Conversions Conversions represent the number of users who clicked through to the my MDAnderson for Physicians registration page

Interventions: External: SEO ,[object Object],[object Object],[object Object],[object Object]

Early Results CL 32.3 CL 29.5 Pre-Intervention Intervention Post 9.5% Increase In Registrations

Building an Awareness ROI Model Physician visits my MDAnderson for Physicians home page Physician visits my MDAnderson for Physicians registration page Physician becomes a my MDAnderson for Physicians member Physician submits a referral through my MDAnderson for Physicians Physician clicks on a link to my MDAnderson for Physicians

Enhancing Awareness ROI Capture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Internet Presence Twitter Facebook YouTube Etc. Physician Relations Site on mdanderson.org my MDAnderson for Physicians my MDAnderson For Physicians Registration Page Some User Tracking Lost at Registration Form my MDAnderson Activity - All Post Registration Activity Captured (Referrals, Visits, Messages) Registrations Awareness Referrals

Lessons Learned ,[object Object],[object Object],[object Object],[object Object]

Future Plans ,[object Object],[object Object],[object Object],[object Object],[object Object]

Visit us Online - Questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cs&E 10 - Increasing Physician Registrations On myMDAnderson

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