Archive for the ‘Analytics’ Category

Website Satisfaction Surveys: Why Is Healthcare The Late Adopter?

June 2nd, 2016 No comments

As a group of healthcare-specific Website consultants, we spend our day-to-day freshening up on the digital trends within and outside of our industry. It’s no secret that healthcare is typically one step behind most industries in the adoption of trendy tech gadgets. And it often makes sense, as we are typically on tighter budgets because marketing often takes a back seat to the medical supply needs.

But it is hard to ignore the constant satisfaction surveys that pop up on every Website–well, all except for most healthcare Websites.

Why is every other industry making Website satisfaction surveys a priority? Well, the answer is simple: If you don’t know what your customers want, then you are wasting your marketing dollars. Other industries recognize the importance of finding out what their customers want before they spend time, effort and money on marketing. Healthcare needs to act on this as well.

We know that users are never satisfied. They are constantly looking for a better user experience. Websites are subject to entropy and need regular course adjustments. Furthermore, we recognize that healthcare needs are different than most industries–the decision to choose a healthcare provider is incomparable to the decision to buy one pair of shoes over another pair. It has become clear that providers don’t need a “typical” satisfaction survey–they need a Website patient experience survey.

So, with the expertise of Klein & Partners, nationally recognized healthcare research and consulting firm, we developed a patient experience survey called gSight℠. But our expertise does not end at the development stage. Along with your gSight survey tool, we provide a dashboard with real-time analytics along with white glove quarterly reports that include specific data points and recommendations for improvements based on your survey results. This is the only healthcare-specific survey developed by healthcare experts.

To find out more about gSight:

Categories: Analytics, Strategy, Usability Tags:

HCIC: Backstage Pass Webinar Series Begins This Week

May 20th, 2013 No comments

Backstage PassIf you haven’t already signed up for this week’s HCIC: Backstage Pass presentation to be held on Wednesday, May 22, you’ll want to be sure to sign up today! At 12 noon CDT this Wednesday, Stephanie Cannon will discuss “Developing Interactive Scorecards That Make Sense to Your ‘C-Suite.’” The session, which will run until 1:15 p.m., is one of the “ROI and Business Value” topics that will be presented over the next few months during this Webinar series.

Stephanie, who is Director, Web Communication & eBusiness, at Nationwide Children’s Hospital in Columbus, Ohio, will present a case study from her organization demonstrating how scorecards have been adapted to the work of marketing and PR professionals and are being used for client management and C-suite communication. She will explore the fundamentals of scorecard development, effective goal-setting and presentation strategies.

You can register for all five series presentations for $375 if you do so by May 22. After that date, the sessions will be $95 each. Each session is a Webinar so all you need to do is block off the time on your schedule and get an Internet connection and a comfortable chair. And if your plans should change after you register, don’t worry – you can get a recorded copy of the live session within a week of the original presentation.

And don’t forget next month’s presentation on June 19: “Marketing Physicians via the Web and Social Media,” presented by Christine Bon, Senior Web Specialist, and Jonathan Fine, Director, Web Services, at Advocate Health Care in Oak Brook, IL.

Windows 8: A Harbinger of the Future? A Tipping Point for Mobile?

May 17th, 2013 No comments

Last month, I talked about how mobile devices and technology are overtaking the digital landscape. An earlier AP article follows this theme in discussing the disappointing launch of Windows 8. Well, disappointing to Microsoft, if to no one else.

What was supposed to be Microsoft’s answer to the burgeoning number and influence of mobile devices has turned out to be anything but that. The overhaul of Windows was intended to bring the look and feel of the software that powers many mobile devices to PCs and laptops. Unfortunately, Microsoft didn’t count on PC users being resistant to such a major change.

For one thing, Windows 8 is designed to work with touch-sensitive screens. But for PC users who don’t already have touch screens or who aren’t willing to spend the extra dollars to obtain it, there’s a significant learning curve involved with trying to navigate the new software with a mouse. And, for users who aren’t very familiar with the touch-screen utility of Smartphones and/or tablets – and there are still quite a few of those folks around – navigating Windows 8 can feel like trying to sew a delicate embroidery piece while wearing thick, heavily-lined mittens.

For those on the fence about moving to a tablet, Windows 8 may well push them in the direction of a mobile device instead of another PC. With the latest sales figures showing a continued decline in the number of PCs and laptops sold during the first three months of 2013 (this is the 4th consecutive quarter for declining PC sales), a poor showing by Windows 8 does not bode well for Microsoft or other hardware and software companies. Companies such as H-P, Dell, and Intel are at a crucial decision point.

In the meantime, we as marketers, need to stay on top of the state of technology. Although not quite there yet, mobile technology is headed toward a dominant market position. The questions to ponder:

  • Do we take an “all or nothing” approach with mobile and focus all of our digital efforts in that direction?
  • Do we take a Mobile First approach and use mobile design as a launching pad for other sites?
  • Should we still be mindful that not everyone is on board yet with mobile as their primary means of digital communication?

The answer for your organization likely depends on the demographics of your market area. Your Web analytics can help you make the most appropriate strategic decision for right now. But, make a habit of watching the mobile access trends to your sites, as many of our clients are already seeing nearly half of their Web volume coming from mobile devices. The tipping point is near.

How is your organization proceeding?

Categories: Analytics, Mobile Tags:

And the Survey Says? See What Marketers Say About Big Data.

survey_says_blog-300x300As we’ve covered briefly in our GreyMatters e-newsletter over the last few months, the era of Big Data is upon us. Have you wondered where marketers stand on the Big Data topic? While not healthcare specific, some answers to those questions are available.

Recently, the CMO Council and SAS published results of their cross-industry survey of world-wide marketers about Big Data. The results show that over 70% of the respondents are interested in using Big Data for predictive analytics and more than half indicated a general interest in developing a more complete online customer profile and abilities to put that profile to work.

Is Big Data and obstacle or an opportunity? Not surprisingly the majority of the respondents said its both and they’re making progress toward using it effectively. Fifteen percent (15%) indicated its “full opportunity” and they’re ready, with people and technology, to use it while 5% indicated its “full obstacle” – they don’t have the people or technology to harness data for consistent and confident decision-making. Where do you stand?

The results of this study can help us think through what we, as healthcare marketers, should be planning to do with Big Data and how to harness its value.  Things like:

  • Do we have the right people?  We need a “data-guru” on our team who can not only report the statistics, but can help us think through the “what and how” questions too – what do we need / how do we harness the data / how do we use the data?
  • Do we have the right tools?  We need more than just an analytical strategist on our teams; we also need the right tools. We have Web sites, content management systems and Web analytics solutions. But do we have predictive analytics solutions? Do we have systems in which to capture customer information and from which to mine the data? Are we efficient with using all of our technologies to enable decision support?

It’s time to plan for a much more customer-centric digital business strategy that is driven by analytical insight and supported by marketing technology. Our organizations will benefit from it and our customers are ready for it.

You can learn more about the study through a recent eMarketer article or download a free executive summary of the study via the CMO Council Web site; the full study can be purchased there as well.

And while I’m thinking of it – if you’re interested in participating in healthcare-specific marketing studies, let us know. Greystone’s Research Panel may be for you – learn more about it today.

Categories: Analytics, CRM Big Data, ROI Tags:

What is a Marketer’s Role in Big Data?

big-data-growthWe all know that Big Data is a hot topic. In fact, according to Reuters, Big Data will grow by 45% annually to reach a $25b industry by 2015.  And, it’s a hot topic in healthcare too; although the  focus of many articles on the topic tend to center around the use of data to improve care or disease management, and rightly so. By using data to track underlying trends or causes, the goals are often to improve care, quality and/or reduce costs. What may be missing from the equation though are behavioral trends, and that’s where healthcare marketers data comes into play.

We may not have insights into why someone chooses to take their medicine (or not) for example, but we do have insights into behaviors that are occurring in our hospital’s digital footprint. Healthcare marketers have large amounts of data at their disposal from Web site and digital marketing analytics that can shed light on consumer behavior. If a CRM solution is in use, the amount of data available compounds.

What can marketers contribute to the use of big data to improve outcomes? First, think in terms of what is trackable; here are a few examples:

  • Newsletter subscribers – if topical and/or demographic subscription information is available that’s even better.
  • Web site conversions, with conversions being visitors who completed an online transaction and who are identifiable – requested an appointment, signed up for a class or event, refilled a prescription online, etc.
  • Web site exits – where, when, why, etc.

What can healthcare marketers do with this information? We can target message. The days of marketing to the masses are quickly changing; the more we can message to the individual the better the chances that person or group of like people will take action. Conversely – if we know who took action, we may be able to mine our data to determine who didn’t and why. That’s behavior analysis and may lead you to new insights on how to attract, engage and retain our target audiences. We can determine what’s working effectively, for whom, and take steps to continue improving it. Conversely – we may see what’s not working and use that information to plan changes. There’s a “ying” and a “yang” to using data and sometimes it boils down to asking the right question.

Big data is all about capturing data, hypothesizing about it and analyzing it in relation to that hypothesis. Healthcare marketers have at least three types of data at their disposal, many have at least four. They include:

  • Web site analytics
  • Social Media analytics
  • Other eMarketing analytics (i.e. – email campaigns, mobile analytics, etc.)
  • Customer relationship management data.

Each type of analytic has various solutions available to enable measurement, ranging from free to paid systems and services. Regardless of the solution used, keys to successful analytics endeavors include clean data and visualization tools.

What is clean data? Data that has incomplete or inaccurate records removed from a dataset. An example is the Web site awareness measure of site visitors. Depending upon what the organization specifically wants to measure, that statistic is often cleansed to remove visits from within the organization, to capture only unique new visitors or to capture only repeat visitors. As data analysts, we need to think in terms of clean data when conducting analysis and ensure the inputs used are appropriate measures for the question being measured (i.e., the hypothesis) and that those measures correlate to desired outcomes.

Visualization tools involve the use of charts and graphs to depict or predict trends. They are typically available within analytics systems or you can create them yourself using available desktop graphing tools (i.e., Excel, PowerPoint, etc.) Use them! Often it’s far easier to understand information and get our message across when depicted graphically as opposed to sharing tables of numbers. When using charts and graphs to relay a message or insight, pay close attention to the scale used. A relevant statistical change can get lost if the scale used is too large.

And finally, we need to consider “what if?” and “how would we …?” questions as we analyze our data. Those are the hypothesis questions that the analysis of data, big or small, helps to answer.

Categories: Analytics, CRM Big Data, Usability Tags: