Watch Daniel Burstein interview Jon Ciampi, VP, Marketing, Business Development, and Corporate Development, CRC Health, as they discuss how his healthcare company transformed decision-making across 140 sites and answer questions from the audience.

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Interview with CRC Health on how it transformed decision-making across 140 sites

Landing Page Optimization:

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Daniel Burstein

Director of Editorial Content

MECLABS

@DanielBurstein

Pre

sen

ters

Jon Ciampi

VP, Marketing, Business Development & Corporate Development

CRC Health

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Join the conversation

#SherpaWebinar

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Optimization Summit 2013 Wrap-up: Top 5 takeaways for testing websites, pay-per-click ads and email– http://www.marketingsherpa.com/article/wrap-up/top-5-takeaways-op-summit-2013

Landing Page Optimization: Simple, value-infused page increases leads 8% in 24-hour test -- http://www.marketingsherpa.com/article/case-study/simple-value-infused-page-increases-leads

Marketing Research Chart: Optimize landing pages for lead quality -- http://www.marketingsherpa.com/article/chart/optimize-landing-pages-lead-quality

Res

ou

rces

Further Resources

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Session speaker

Jon Ciampi

VP, Marketing, Business Development

& Corporate Development

CRC Health

Jon oversees all marketing and business development efforts for CRC Health, a $450 million revenue company. He manages the strategic accounts team and contracting team focused on 200 insurance contracts accounting for $200 million of CRC’s revenue, including large accounts like Aetna, Cigna and Magellan. He also oversees all growth initiatives from cradle to grave, including two acquisitions. Jon started his career at Wells Fargo and Oracle, and he holds two patents in analyzing and rating electronic documents.

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About CRC Health

A subsidiary of Bain Capital, CRC Health Group is the largest and most comprehensive network of specialized behavioral care services in the nation.

If we spend more money, will we get more revenue?

The Challenge

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Results

Transforming the marketing

message by using 3 phases of value

proposition testing

An aha moment

from testing

Transforming the marketing department’s

culture Transforming

the entire business

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Experiment ID: Sierra Tucson Testing Phase: Value Category

Background: An addiction and mental health rehabilitation facility.

Objective: Increase the total number of leads captured.

Primary Research Question: Which value category will obtain the most form submissions?

Test Design: Multi-factor split test

Research Notes:

Experiment: Sierra Tucson (value category)

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Control

Average short-form page

template with a rotating banner.

Call-to-action is on the right-hand side and

above the fold.

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Experiment: Treatment, top of page

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Experiment: Treatment, middle of page

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Experiment: Treatment, bottom of page

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Experiment: Control and treatment, compared

The treatment is nearly 2x

the length of the control

Call-to-action is at the bottom of the

page

Treatment

Control

Joe Pulizzi Founder

Content Marketing Institute

Just Announced: KEYNOTE SPEAKERS

Flint McGlaughlin Managing Director and CEO

MECLABS

Visit MECLABS.com/SanFran

Ninan Chacko CEO

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Experiment: Results

Design Conversion Rate

Control 0.78%

Treatment 2.48%

Relative Difference 220%

220% Increase in Total Conversion The treatment page increased the rate of conversion by 220%

By utilizing a single-column, long-copy approach, the treatment better guides the prospect’s thought process and generates 220% more leads online.

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220% Increase in Total Conversion The treatment page increased the rate of conversion by 220%

Experiment: Results

Design Conversion Rate

Control 0.78%

Treatment 2.48%

Relative Difference 220%

What you need to understand: By utilizing a single-column, long-copy approach, the treatment better guides the prospect’s thought process and generates 220% more leads online.

Aha Moment: Trust was more important to

customers than luxury

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Experiment ID: Turn-About Ranch Testing Phage: Value Category

Background: Working cattle ranch for troubled teens

Objective: Increase the total number of leads captured.

Primary Research Question: Which value category will obtain the most form submissions?

Test Design: Multi-factor split test

Research Notes:

Experiment: Turn-About Ranch

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Experiment: Control

Leading with “Unique Setting”

Glamorized imagery of “Dr. Phil Show” episode

Rotating banner with hero shots

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Experiment: Treatment

Third-party credibility indicators

Real people:

“A Message from our Director”

“Testimonial”

Leads with trust-based

messaging:

“Recommended by doctors and

therapists”

“24 years in business”

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Experiment: Results

Design Conversion Rate

Control 6.92%

Treatment 8.98%

Relative Difference 29.8%

29.8% Increase in Total Conversion The treatment page increased the rate of conversion by 29.8%

By utilizing trust-based messaging, the treatment ties better into the prospect’s thought process and generates 29.8% more leads online.

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Experiment ID: Sierra Tucson Testing Phase: Value Proposition

Background: An addiction and mental health rehabilitation facility.

Objective: Increase the clickthrough rate.

Primary Research Question: Which PPC ad will obtain the most clickthroughs?

Test Design: A/B split test

Research Notes:

Experiment: Sierra Tucson (value proposition)

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Experiment: Controls

Sierra Tucson Care Center Considered a Top Recovery Clinic Get a Free Assessment. Call Now!

AZ Alcohol Detox Facility Exclusive, Luxury Rehab Facility.

1 Clinical Staff Per 3 Patients.

Branded Non-branded

Company Logic

We have the most doctors, therefore we have the best care.

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Experiment: Treatments

Customer Logic I am afraid to send my husband away to someone who will not

care for him like I will.

Sierra Tucson Care Center Considered a Top Depression

Clinic. Traditional & Alternative Therapies

Branded AZ Alcohol Detox Facility

Considered a Top Addiction Clinic Traditional & Alternative

Therapies

Non-branded

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Experiment: Results

Branded PPC Ads

Conversion Rate Non-Branded PPC Ads

Conversion Rate

Control 0.31% 0.13%

Treatment 44.2% 4.41%

Relative Difference 14,000% 3,300%

• 14,000 % Increase in CTR for Branded Ads • 3,300 % Increase in CTR for Non-branded Ads

By focusing on value proposition, the test achieved a 14,000% increase on branded ad clickthrough rates, and a 3,300% increase in non-branded CTR.

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Testing Phase: Behavioral Psychology Highest Performing Branded Ads (>1000 Impressions

Lowest Performing Branded Ads (>1000 Impressions

Ad CTR Ad CTR

Bayside Marin - Recovery 21.84% Bayside Marin Clinic 0.97%

Not Your Ordinary Health Program. Rehab Shouldn't Stop Your Career.

Health Recovery Center. Call Now. For Top Executives Seeking Comfort.

Bayside Marin Center 6.98% Bayside Marin Clinic 1.09%

We Provide Private, VIP Recovery. Rehab Shouldn't Stop Your Career.

Your Own Room, Beautiful Facility. Your Own Room, Beautiful Facility.

Bayside Marin Center 6.18% Bayside Marin Clinic 1.11%

Rehab Shouldn't Stop Your Career. Alternative Health Recovery Center.

For Top Executives Seeking Comfort. Very Private & Exclusive. Call Now.

Bayside Marin Center 4.97% Bayside Marin - Official 1.14%

Everything You Need to Recover. Exclusive Treatment Recovery Center

Private Room, Chef, Healthy Living. Private Chef, Pool, Gym Call Now.

Bayside Marin Center 4.32% Bayside Marin Treatment 1.23%

Alternative Health Recovery Center. Everything You Need to Recover.

Very Private & Exclusive. Call Now. Private Room, Chef, Healthy Living.

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Effects of psychological mapping on paid advertising

…highly empathetic, social, caring, worried. Thus wanting a more formal, highly educated service with

high interaction.

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“Clinic” quick

Cheap informal

Less educated personnel

“Center”

Expertise formal Educated

personnel research

Effects of psychological mapping on paid advertising

Connotation creates a 3X difference in CTR.

The difference is understanding the psychology of the words.

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Effects of behavioral psychology on value prop

Azure Acres is the most affordable and nurturing treatment center in

Northern California. Our knowledgeable and understanding staff

members – 98% of whom are in recovery themselves – provide an unparalleled level of support to you in recovery. The

expertise we have gained over 50 years serving individuals in need, allows

us to provide highly effective drug and alcohol treatment services. Our

intimate setting in the Sonoma hills provides a warm and welcoming atmosphere, where staff and alumni come together to

guide you through every step of your recovery.

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Effects of behavioral psychology on value prop

Communication Style • Mirror

• Accepting

• Fairness

• Same compassion

• Be gentle

• Tell stories

• Team up with them

Personality • Selflessness

• Investing in others

• Loves fairness

• Hates criticism

• Agreeable

• Needs lots of lead up to

change

Words to Use: •We, Us

•You are doing the right thing

•They are going to be so much better

•We are going to help this person together

Customer Loved-One Profile

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Successes placed pressure on other areas of the funnel

Poor reviews on social sites were undermining value proposition.

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Proactive Updates

Suppression Management

Social media had a big impact

We were forced to double our reputation management team and resources to implement effective campaigns.

Rating Monitoring

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Social media had a big impact

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Marketing optimization causing funnel issues for phone system and admissions

Admits only related to inquiries created during time period

CTC PPC Results

6/17 - 6/23 6/24 - 6/30 7/1 - 7/7

Answered Calls 371 318 239

Abandoned in Queue 81 19 9

Auto-transfer 0 48 75

Total Calls 452 385 323

Inquiries 149 146 99

Admits 25 26 13

% Abandoned 17.9% 5.6% 3.6%

Adm/Inq 16.8% 17.8% 13.1%

Calls per Inq. 2.49 2.18 2.41

PPC Spend 14,994 16,387 16,481

Cost per Admit 600 630 1,268

Calls abandoned in

queue dramatically

lower

Auto attendant

shunts transfer

volume away

from service

advisors

Too early to

tell as

additional

time needed

for patients

to

matriculate

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If client was referred, trust is more likely than if

they found us online.

Examples from call script

Many callers are already sold on the program, in which case moving them to the next stage of the funnel quickly may be appropriate, or reflecting back on their concerns and allowing them to state why they chose to contact Sierra.

Transforming the way the phone is answered

TRUST is biggest issue at this stage.

Will treatment be effective?

Letting people know that we are here and care regardless if they are

ready or not.

It is what sets CRC apart from other programs and

organizations

Use value prop here: we have been in business

over 30 years

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Foundation training was required to educate and enhance employee skills & performance

Foundation Training

Decision Making

Quantitative Methods

TQM

Presentation & Communication

Marketing Methodologies

Minto Munger

Problem Definition

Tufte Fallacies of Argument Crisis Communication

T-test & R2

Testing Models Economics (IRR & NPV)

Chart Choice

KJ method Ishikawa/7-Step

Language of Reporting MITs

Value Prop Definition Motivation

Demand Modeling Behavior Psychology

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Results: Value proposition optimization

Value Proposition Testing Begins

Value proposition testing results show 3x to 4x increase in demand for services.

Inquiries Admissions

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You can use testing to reliably base your decisions on evidence in the marketplace

Don’t stop at the basic learning of a test, look deeper into what it is really telling you about customers

Don’t focus on technology, focus on the customer

What you can learn from this transformational story

Joe Pulizzi Founder

Content Marketing Institute

Just Announced: KEYNOTE SPEAKERS

Flint McGlaughlin Managing Director and CEO

MECLABS

Visit MECLABS.com/SanFran

Ninan Chacko CEO

PR Newswire