Using Analytic Dashboards to Target Unserved and Underserved Customers: A Northwest AHEC Case Study Pilot Project: OCTOBER 2009 – April 2010 Christopher A. Jones, M.H.A. Andrew Brewer Lee Howard

Presentation Outline  Dashboards defined  Attaining business goals through dashboards  Modification of internal systems  Data tracking marketing methods  Using analytics to steer project  Results of our project

Enterprise Dashboards  An enterprise dashboard allows at-a-glance visualization of company health and monitoring of key performance indicators.

Doctor /Patient Scorecard

Balanced Scorecard Dashboard

Personalize contacts Promotions and incentives Report & Evaluate progress. Fine Tune Follow up Dashboards Marketing Process Real-Time Feedback

Business Improvement Method Using Dashboards 1.Identify a business opportunity. 2.Define the opportunity with data. 3.Assemble project teams. 4.Review existing data. 5.Define the goal. 6.Determine measurement metrics. 7.Set measurable objectives. 8.Divide and conquer.

1. Identify Opportunity  What is your main business opportunity?  You can search for it  It can seek you out  Front line staff may already know  It can be in the form of a problem or an opportunity for growth or change.

Opportunity Revealed: Marketing strategy has gaps  Marketing strategy discussion:  Reduce snail mail.  Use customer’s inboxes wisely.  Reduce paper usage.  Plan:  From sending one per event.  To one newsletter per discipline per month.  To one newsletter to all per month.  Opportunity Arises:  Data source used for addresses did not encompass entire market.  How complete is it?

2. Define the opportunity with data County **FY09 Health Professionals Served * 2007 Licensed Health ProfessionalsOutreach Percent Alexander % Iredell % Davidson % Catawba % Rowan % Surry % Stokes % Caldwell % Wilkes % Davie % Avery % Burke % Alleghany % Yadkin % Forsyth4,38910, % Watauga % Ashe % Total Outreach9,10726,34035% 17,233 9,107 Northwest AHEC Education Outreach FY09 * The Cecil G. Sheps Center for Health Services Research - North Carolina Health Professions Data System (HPDS) 2007 Data Book ( **North Carolina AHEC Event Management Database FY09 Total Outreach9,10726,34035%

Outreach Percentage Circle Size = Total HP Red Intensity= Most served

3. Assemble project teams.  Divide into project teams.  Capable/culpable leaders.  Arm teams with resources to succeed.  Encourage creativity.  Work independently.  Report regularly.

4. Review Baseline Data

Website usage

5. Define Goals  Increase the reach of our marketing  Reach those who are not in our database  Allow customers to opt-in  Collect additional data from customers  Customer satisfaction  Needs assessment  Improve website conversion rates  Improve marketing conversion rates  Expand our mailing list

Types of Metrics  What indicates success  What indicates lack of progress  Maximum & minimum alarms  Sorting & grouping Northwest AHEC’s Metrics  Registrations  New customers  Repeat customers  Organization totals  Page views  Time on site  Market penetration  Organizational coverage 6. Determine Measurement Metrics

7. Provide Measurable Objectives In 4 least served counties: 1.Increase number of active customers in the database by 40% 2.Increase new registrations by 50% 3.Increase existing registrations by 30% 4.Increase number of repeat registrations by 20% 5.Increase market penetration by 3% new website users from targeted promotions Over all web traffic: 7.Increase number of new visitors to website by 20% 8.Increase visits, page views, and time on site by 10%

8. Divide and conquer  Divide project among teams  Work independently – Report regularly  Team progress reporting  Group progress reporting  Provide tools for  Team collaboration  Project documentation  Data visualization

Team Collaboration Site

Project Reporting

Project management by each team

Project specific lists

Marketing Dashboard

Website Dashboard

 URL Shortening  Welcome  Special Promotions  Google Analytics Funneling Backend Modifications

 Before  _0_0/index.cfm?method=dotransition&_webFlowTr ansitionId=SET_DISCIPLINE_FILTER&discipline_fk s=3&utm_campaign=welcome&utm_source=pub&u tm_medium=web&utm_term=discipline  After  URL Shortening

Welcome

 Promo Codes  Get users on the mailing list  Free/Discount Content = New Customers Special Promotions

Administrative staff manages promotions

Customer registration page

 Define a Goal  See where users are getting off track  See what’s working/not working  Adjust accordingly Google Analytics Funneling

System Improvement Projects Other improvements to outfacing systems  Allow customers to add themselves to statewide database  Easy pathway from new customer survey to database  Make all online registration fields required.

Tagging for Targeted Promos  Campaign  Source  Content  Term

Tagging for Targeted Promos

Targeted Promos: List Processing  New Lists  Compare/filter against database  Mail merge (Excel & Word)  Incentivize

Tagging for Targeted Promos

Nice. It Worked!

Feedback Loop

Paid Events Free Events

Productivity per project

Results - How did we do?

Number of new customers County10/1/2008 to 4/5/ /1/2009 to 4/5/2010 New Customers Delta Alexander % Catawba % Davidson % Iredell % Average increase in targeted counties209% All others1,7711, % Objective 1: Increase customers in database by 40% In our four targeted counties

Registrations from new customers County10/1/2008 to 4/5/ /1/2009 to 4/5/2010 New Customer Registrations Delta Alexander % Catawba % Davidson % Iredell % Average Increase (new)185% All others3,5822, % Objective 2: Increase new registrations by 50% In our four targeted counties

Registrations from existing customers County10/1/2008 to 4/5/ /1/2009 to 4/5/2010 Existing Customer Registrations Delta Alexander % Catawba % Davidson % Iredell % Average Increase (existing)29% All others15,11811,636-3, % Objective 3: Increase Existing registrations by 30% Average Increase (New & Existing)109% In our four targeted counties

Repeat registrations from new customers County10/1/2008 to 4/5/ /1/2009 to 4/5/2010 Repeat registrations from new customers Delta Alexander021+21NA Catawba % Davidson % Iredell % All others1,1811, % Objective 4: Increase repeat registrations by 20% Average Increase144% In our four targeted counties

Objective 5: Increase Market Penetration By 3% CountyUnique HPs served 10/1/2008 to 4/5/ /1/2009 to 4/5/2010 Alexander % Iredell % Davidson % Catawba % All Others7,4146, % CountyTotal Health Professionals 2007 Sheps Data 2008 Sheps Data Alexander % Iredell % Davidson14031, % Catawba3,0983, % All Others89,29093,5204,2305% Countyoutreach_percent 10/1/20 08 to 4/5/ /1/200 9 to 4/5/2010 Alexander17 %27%10% Iredell20%23%3% Davidson22%23%1% Catawba25%26%1% Average21%25%4% All Others8%7%-1% Average Increase 3.8%

Objective 7: Increase new visitors to website by 20%

Objective 8: Increase visits, page views, and time on site by 10%

Project Productivity Type New customers in targeted counties Cost of project Cost per customer in targeted county List processing350$800$2.28 Free online courses775$5,500$7.10 Site Visits286$3,900$13.60 Discounted online courses 19$290$15.26 Mailing packets38$1,470$38.68 Booth at events20$800$40.00 Surveys14$1,000$71.40 Grand Total 1,502$13,760$9.16

Thanks! Questions? Christopher A. Jones, M.H.A. Andrew Brewer Lee Howard