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

Drive more “Deciders” to Home page instead of Find a Doctor
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)