New Patient Acquisition: 30% lift in acquisition from website
Health System Challenge:
• #1 Goal: new patient acquisition
• Challenges: web analytics alone can’t tell why prospective patients don’t convert or how to convert more of them
How We Did It
KnowClick Survey + Behavior
High response intercept survey connected to site behavior enabled KnowClick to identify new prospective patients, see where they abandon, and identify why
KnowClick Revealed
16% are "Deciders"
"Deciders" are prospective patients trying to decide on a health system. This high value target segment was 16% of all visitors. KnowClick found that their conversion rate depended greatly on their entry path
Key Struggle:
Deciders at Find a Doctor
When 'Deciders' entered at Find a Doctor, <1 in 5 started conversion. This page failed to meet their needs (despite being the #2 entry page for 'Deciders').
Key Success:
Deciders at Homepage
In contrast, when 'Deciders' enter at Home, >3 in 5 started conversion. There were clear calls to action to get them to the content needed to decide.
Actions to Achieve 30% Lift
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Drive more “Deciders” to Home page instead of Find a Doctor
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Enhance “Find a Doctor” to get any “Deciders” to the right content
Business Impact
1) ~30% lift in new patient acquisition from digital
2) ~$8,000,000* estimated revenue lift
*Revenue lift estimated based on 1) Actual behavior and traffic volumes 2) assumptions about avg patient revenue (revenue and full conversion not directly tracked for this specific project)