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7 case studies prove ROI of mobile for healthcare marketers 0

Posted on July 15, 2013 by Rob Petersen

 

 

Show me the money

  •  56% of US consumers prefer like the idea of remote healthcare (source: Price Waterhouse Cooper)
  • 41% prefer care delivered via mobile devices (PWC)
  • 40% of office visits could be replaced by eVisit (source: Mayo Clinic)
  • 30% of the 9000+ healthcare apps available are targeted at physicians at clinicians (PWC)
  • 900+ hospitals are actively using social networking tools to communicate with patients (MC)

Mobile marketing is defined as interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders. Examples of “interactive wireless media” are smartphones, mobile websites, tablets (iPads), apps, SMS messaging and mobile social networking.

Does it generate value? The facts suggest mobile marketing should have transformation impact on healthcare. However, return on investment (ROI) in healthcare is accountable to multiple standards – profits and patient health outcomes.

Does mobile marketing “Show Me the Money.” Here are 8 case studies that prove the ROI of mobile for healthcare marketers.

HEALTH CARE FOR THE UNINSURED

  • LTP MEDICAL MOBILE INC (aka “The Health Nut”): Is  is a non-profit organization whose mission is to serve the medical needs of the uninsured population of Lincoln Parish, Louisiana, through mobile medical care and a mobile clinic. It is estimated to have had a $3,000,000 impact on the Lincoln Parish economy. It delivered 2546 services, saved 35.9 “quality adjusted life year” for and estimated value of $2,514,436. It also saved $444,180 in emergency visit cost. It had a 6-to-1 ROI.

SOCIAL NETWORKING FOR HIGH RE-ADMITTANCE PATIENTS

  •  CLEVELAND CLINIC: By structuring a cross-functional team to enable education, collaboration, and smart governance, the Cleveland Clinic deepened engagement with its consumers around the globe – both providers and patients. They used Facebook and Twitter for daily wellness tips; LinkedIn for professional recruitment and YouTube for content on diseases and patient stories. They saw increased website traffic, attendance at health lectures go and, most importantly, new and existing patients making and keeping more appointments.

PATIENT ADHERENCE

  • RALEIGH-WINSTON SALEM HOSPITAL NETWORK: Is comprised of UNC Health Care, Duke Medical and Wake Forest Baptist Health among others. They created a Mobile App to improve patient adherence with the roughly 60%, or 240,000 patients, who had smartphones. They estimated it impacted 1 in 10 patients.  At a contribution of $2,000 per procedure, these 24,000 patients represent $48,000,000 in bottom line impact.

BETTER HOME-BASED HEALTHCARE

  • CARITAS HOME CARE: Boston-based home healthcare agency used iPads and mobile devices to enhance communications and data collection with its 150 mobile clinicians.  Caritas documented how the mobile devices were able to save 19,200 hours or 98 hours per clinicians per year.  Although Caritas didn’t release salaries of clinicians, if we estimated $50/hour, which would be conservative, Caritas saved $960,000. If the devices were $100 each for 150 clinicians at $15,000, which would also be conservative, the ROI would be 64-to-1.

HEALTHCARE SELF MONITORING

  • JANSSEN (PSORIASIS 360): Launched a mobile phone app to help psoriasis patients track the severity of their condition.  The index helped them know when to seek professional care and allowed their medical professional assess to the severity of their patient’s condition. Janssen also opened a Facebook page, which they moderated for regulatory reasons, to let patients tell personal stories and had over 30,000 posts and comments.  According to Janssen, the investment in the mobile app overachieved ROI but more important delivered the right therapy to the right patient at crucial times.

SALES DETAILING

  • BENCO DENTAL: Wanted to improve customer satisfaction with dentists by responding faster to dentists’ questions and requests for information. Benco used iPad and mobile devices with its 450 sales representatives to dispatch information faster and in real time. They increased customer satisfaction, improved sales productivity by 15%,  and the adoption of their sales material increased by 20%, through access to sales collateral on the road.

HEALTHCARE DONATIONS (NON-PROFITS)

  • AMERICAN HEALTH ASSOCIATION: Is composed of 3 communities that collectively sponsors 1000+ events/year.  The communities are 1) Power to End Stroke, 2) Go Red for Women and 3) Start! Extend Your Life. AHA changed how donations were collected at events from paper and clip board to SMS messaging. Response rate for donations was 5X greater and the process from sign ups to donations which used to take weeks or longer now occurs within 24 hours.

The American Heart Association case study in one of ours.

On August 20-21, I will be speaking at the CBI’s Mobile Innovation Summit in Philadelphia PA on Measureing the ROI of Mobile Innovation along with my colleague and strategic partner, Dr. Augustine Fou. Will we see you there?

Below is an infographic from CBI you might also find helpful, especially if you are a pharma marketer.

Do these case studies prove the ROI of healthcare mobile marketing to you?

Digital for Pharma Marketers

 

 

16 case studies that prove ROI of mobile marketing 18

Posted on February 18, 2013 by Rob Petersen

 

 


mobile marketing ROI

Business are now jumping into mobile faster than any other marketing channel. Yet, a joint study by the ANA (Association of National Advertisers) and MediaVest shows, even though marketers see significant opportunities, they’re frustrated about the ability to prove return on investment (ROI). Consider these statistics:

  • 96% of marketers currently use or are planning to incorporate mobile marketing into their marketing mix
  • 85% report an intent to raise their mobile budgets in the near future
  • 84% use mobile websites; 78% mobile search; 76% mobile apps and 75% mobile display ads
  • 42% are concerned about having proper mobile metrics in place
  • 42% report an ability to prove ROI
  • Only 21% state they have been successful in mobile – a decrease from 2010

To help alleviate the frustration, here are mobile marketing case studies that prove ROI. They cover opportunities from mobile optimized websites, mobile apps, mobile search, mobile ads, MMS, SMS, QR Codes to social media. They also prove ROI is achieved more often when marketers pursue mobile with a specific business purpose rather than jumping in for the sake of being in mobile.

Here are 16 case studies that prove ROI of mobile marketing

  1. BMW: Began using MMS (Multimedia Message Service) to send images, video, sound files and text messages for customized snow tire offers. They increased conversion +30%
  2. CARITAS HOME CARE: Boston-based home healthcare agency used mobile health devices to enhance communications and data collection with its 150 mobile clinicians.  Caritas documented how the mobile devices were able to save 19,200 hours or 98 hours per clinicians per year.  Although Caritas didn’t release salaries of clinicians, if we estimated $50/hour, which would be conservative, Caritas saved $960,000. If the devices were $100 each for 150 clinicians at $15,000, which would also be conservative, the ROI would be 64-to-1.
  3. DUNKIN DONUTS: Used SMS  (short message service) or text messaging to increase store traffic and drive sales. The SMS campaign offering mobile coupons. It increased store traffic +21%.
  4. HAIR CLUB: North America’s leading provider of hair restoration solutions for men and women created a mobile website with one purpose, to get mobile phone users to “click-to-call” for more information. Their “click-to-call” button goes to a live sales person within seconds. Once a call is made, their close rate goes up exponentially. ROI for the mobile website was 30-to-1.
  5. HARLEY-DAVIDSON: Wanted to maintain visibility with current customers and add new customers and revenue through a holiday promotion. They sold HD related merchandise through a Route 66’s mobile club. Communications of the  12 Days of Christmas campaign were promoted through a mobile social media campaign. Sales increased 250% on helmets; 16% on leather jackets and there were significant increases in holiday dealer traffic which was also an objective.
  6. HOTEL TONIGHT: Sought to acquire new customers who would download its last-minute hotel booking app and ultimately use it to book room nights. To acquire new users of its app (available in the App Store and Google Play), Hotel Tonight used Facebook’granular targeting and two key products: the mobile app install ad and Facebook Offers. For three months between October 2012 and HotelTonight ran app install ads that: 1) Drove people to the App Store, 2) Targeted people based on demographic information and likes and interests uch as “travelers,” “parents” and “golf” and 3) placed on mobile news feeds targeted to iOS users.  Hotel Tonight receive 10X higher click-to-install rate from the mobile app install ads and 80% higher return on ad spend from Facebook Offers than average mobile advertising spend
  7.  JANSSEN (PSORIASIS 360): Launched a mobile phone app to help psoriasis patients track the severity of their condition.  The index helped them know when to seek professional care and allowed their medical professional assess to the severity of their patient’s condition.  Janssen also opened a Facebook page, which they moderated for regulatory reasons, to let patients tell personal stories and had over 30,000 posts and comments.  According to Janssen, the investment in the mobile app overachieved ROI but more important delivered the right therapy to the right patient at crucial times.
  8. MCDONALD’S: Designed  a ‘restaurant finder’ app to enable consumers to find a late-night McDonald’s. 2/3’s of its restaurants close at 11pm. McDonald’s employed location-based technology and geo-targeted above-the-line messaging, to avoid sending potential customers to a locked door.  The app was downloaded 1,300,000 times over the course of the campaign, and when the sales uplift was calculated, the campaign delivered an ROI of 2:1.
  9. PETCO: Expected the creation of a mobile website and a mobile ad campaign would be made up by higher conversion rates to coupons and offers. Mobile coupon redemption outnumber online coupon redemption by 5 to 1 more than paying back the cost of the website and ad campaign.
  10. PIZZA HUT: Created a mobile optimized website, integrated with Pizza Hut’s back-office systems and all devices had a user experience tailored to each device. By the end of the first week after going live, the site accounted for 10 per cent of all online orders increasing at a rate 60 per cent each week.
  11. ROY’S RESTAURANT: Used a paid search mobile-only campaign that enabled them to budget, bid, target, and track their mobile performance separately from their desktop AdWords campaigns. They also focused on Google’s click-to-call phone numbers in local ads on mobile devices and hyperlocal advertising, They achieved an astounding 8-to-1 ROI by focusing solely on mobile advertising.
  12. VEGAS.COM: Noticed that mobile visitors to their destination‐based travel and entertainment booking website didn’t stay long. They created mobile versions of the: 1) Homepage, 2) Category pages and 3) Hotel room search tool with special functionality to improve the mobile customer experience. An improved mobile experience resulted: 1) 22% lower bounce rate 2) 16% more page views and 4% higher conversion rate.
  13. VERIZON: Used QR codes to take store customers that scanned the QR code through to a competition to win a smartphone, via sharing on Facebook. If one of those Facebook friends brought a Verizon mobile, the original customer would get a free smartphone. A pretty nifty promotion that generated $35,000 in additional revenue during the week of the promotion, with a mere $1,000 investment. The promotion generated a 200% in smartphone sales, a staggering figure that can be attributed to a QR Code.
  14. WINNEPEG HEALTH AUTHORITY: Used SMS to get adults 18-24 tested for sexually transmitted infections (STIs), increase awareness of STI incidents and remove false perceptions about testing. Text the keyword PEEINACUP to the short code 82442 or go to www.peeinacupwinnipeg.ca for clinic locations and a chance to win $1,000.   Over the course of the four-week campaign, more than 10,000 people visited the Web site and 825 people entered the contest, which is 1.2 percent of the total target population in Winnipeg.
  15. WOOGA: The world’s third largest social game developer. Among its popular social game titles is Diamond Dash, a colorful jewel blitz game that challenges players to match three or more of the same colored gems in under 60 seconds. Wooga ran sponsored stories in Facebook mobile news feeds that displayed when one of their friends had played Diamond Dash for at least four minutes or twice during the previous month. This campaign strategy generated great success for Wooga, from increasing installs by over 25% to lowering the cost-per-install by 10%
  16. zPIZZA: Had a business goal to deliver at least 1,000 heavy‐use customers who spend $50+/month for each of their restaurant locations. They also had a loyalty program, zTribe, to identify regular customer and reward them with sweepstakes, cash prizes and inform them of new product. zPizza decided to use  SMS messaging to improve registration and timeliness of the zTribe rewards and product information. The result was a 5% improvement in registration and a +106% in conversion for program participation.

Does your company use mobile marketing? Do these case studies prove ROI to you? Do they help teach how mobile marketing could be better used for your business?

Social Commerce FAQ: Are more consumers going to websites or Facebook to do business? 3

Posted on June 25, 2011 by Rob Petersen

For any business, a lot of time and attention is put into the company website.  It’s understandable but do you think most businesses know traffic to company websites is off -24% in the last year according to WebTrends?

By contrast, the time spent on social networks is up +25% over this time?  It’s now 25 minutes of every hour people are online.  Hmm. 

What’s more, 42% of consumers now proactively follow businesses on Facebook, Twitter and the company’s blog.  In fact, the average person follows six retailers.  That’s according to the Social Commerce Study from Shop.org.

Social commerce is the merger of ecommerce and social media.  And that’s what consumers are doing.  They’re doing business on social media.

The chart shows blogs do a lot of heavy lifting when it comes to social commerce.  While 73% of businesses have Facebook and Twitter pages, 44% have blogs.  The number is increasing.

Here’s what consumers are looking from company’s social networks.  Are you giving it to them?

  • 58% look for deals and savings
  • 49% want to receive updates on  products or services
  • 39% look for information on contests and/or events

Within the next 2 years, more customers will access the internet through their mobile devices than their desktops or laptops.

Already, 42% of  Twitter users and 34% of Facebook access their accounts at least once a day with their mobile devices. 32% access YouTube clips.  In fact, social networking is the fasting growing mobile activity.

Social media is likely to play an even larger role in social commerce on mobile, especially when you consider:

  • 72% of consumer already use their mobile phones to receive coupons, product deals and price alert
  • 55% actively use their mobile phones to browse the web
  • 47% access customers reviews while in store
  • 34% compare prices on their mobile phones while they are shopping
  • 33% use mobile phone to find nearby products to purchase
  • 21% use bar code scanning to find the best price

Source: PriceGrabber

Do you know where your customers are going to do business with you?  Are you there?



7 seismic shifts in how we shop due to mobile devices 2

Posted on February 23, 2011 by Rob Petersen

The title may be a bit of a tongue-twister but it tells the truth.

The simplest definition of seismic is earthshaking.  Within the last year, some profound changes have occurred in how we shop due to mobile devices.

Neilsen predicts, before the year is out, penetration of smart phones and cell phones will be equivalent.

Momads, a mobile agency in the U.K. and Belgium, published some key developments in shopping behavior due to mobile devices, and the infographic below (via Bit Rebels).  It highlights changes that occurred in 2010 versus 2009.

Here is the seismic part.  On the percentage basis, how we shop and how we stay connected with our mobile devices while we shop moved in 7 major ways in 2010 from 2009 as follows:

  1. ACCESS RETAILER’S WEBSITE: +40%
  2. RESEACH PRODUCT: +114%
  3. PURCHASE PRODUCT DIRECT FROM MOBILE PHONES: +400%
  4. MOST POPULAR MOBILE IN-STORE ACTIVITY AFTER TEXTING: Taking and sending a photo of a product
  5. SCANNING BAR CODES FOR PRODUCT INFO/REVEIWS: +1600%
  6. RETAILERS WHO SAY CONSUMERS FIND BETTER DEALS: 87%
  7. RETAILERS WHO SAY CONSUMERS ARE BETTER CONNECTED TO PRODUCT INFO THAN THEIR STAFF: 55%

This is a significant change, but what this means is mobile devices are enabling us to find the best prices and deals, shop faster and feel smarter about what we purchase in the process.

Do you think the name should be changed to very smart phones?

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