how a healthcare analytics company used non-gated content ... · •product overhaul •pipeline...
TRANSCRIPT
Session Title
CHRIS KELLERVice President of Marketing Health Catalyst
How a Healthcare Analytics Company Used Non-Gated Content to More Than Double High-Quality Leads
Chris KellerVice President of Marketing Health Catalyst
3
Health Catalyst at a glanceFounded 2008
Employees ~450
HQ Salt Lake City, UT
Patients Hospitals
50M+ 200+
Clinics
2000+Integrated Delivery Systems
Accountable Care Organizations
Community Hospitals
Children’s Hospitals
Academic Medical Centers
4
Three systems for improvement
Healthcare expertise
Services
Results
Software
We believe that with the right evidence, analytics and
methods, providers can transform healthcare.
6
Challenges
Deliver a high-growth pipeline of leads to drive sales results while reducing lead capture forms to nearly zero.
Establish leadership in a crowded healthcare IT market.
Reduce the sales cycle.
7
The key to marketing leadership is aggressively educating while trusting prospects and monitoring behavior.
Trust
Educate
Monitor
8
The approach
STEP 1Build an educational library
STEP 2Trust the prospect
STEP 3Monitor and call hand raisers
9
Step 1: Build an educational library
STEP 3Monitor and call hand raisers
STEP 1Build an educational library
STEP 2Trust the prospect
10
Customer success stories
• Tied to contract
• Team bonus
• 65+ total published stories
• Stories focused on outcomes
Estimated $74 million in savings
11
Truly educational events … not disguised pitches
• No selling
• No sponsors
• 100% outcomes focused
• Analyst insight in every session
• Sold-out 1,000-person crowd
12
Documentaries + a gift for the gatekeeper
From the Heart: Healthcare Transformation from
India to the Cayman Islands
The Journey: New Paths in Quality Healthcare
13
Handbooks for clinical and IT decision makers
“We are working on a plan to make it required reading for their physicians and leadership involved in creating their improvement plan.”
Mike NaumanChief Information OfficerChildren’s Hospital Wisconsin
14
Webinar demo interest poll as an afterthought
50403020100 60
Q&A
MINUTES
Educational Content
15
Webinar demo interest poll as an afterthought
49:00
50403020100 60
Q&A
MINUTES
Poll
Educational Content
While our webinars are focused on education, some of our attendees have asked for more information about Health Catalyst. If you would like a demonstration please answer this poll question.
“
”
16
Research-driven PR
• Coverage
• Healthcare informatics
• Managed healthcare executive
• Healthcare IT news
• Fierce healthcare
• Health IT analytics
• One hot lead
17
Step 2: Trust the prospect
STEP 3Monitor and call hand raisers
STEP 1Build an educational library
STEP 2Trust the prospect
18
Guiding principles
We trust that prospects worth follow-up will ask.
Liberally gating content limits consumption and annoys prospects.
Excellent education freely available is social proof of market leadership.
19
The reality of measuring
The measurement tail is wagging the marketing dog … and it’s turning your marketing into a dog. Unfortunately, few marketers have the insight needed to illustrate the problem, and even fewer have the guts to take it on within their organizations.
By Eric Wittlake Content Marketing InstituteAugust 3, 2014
Source: Content Marketing Institute
20
Lead form capture criteria
Does the consumption of content require a second step,
email, calendaring?
Ask for minimum info, set expectation on use and
add value wherever possible.
Don’t get in the way of the content.
YES
NO
21
Lead form capture criteria
Does the consumption of content require a second step,
email, calendaring?
Ask for minimum info, set expectation on use and
add value wherever possible.
Don’t get in the way of the content.
YES
NO
22
An example in action
• Each chapter was delivered as it was written.
• Only asked for an email address. The value to the prospect was a notification when the next chapter was complete.
• The book author was the email sender. Prospects were delightfully surprised to go deeper with the author.
• Freely available today.
23
Search by topic, author and type; see recommendations or browse.
A knowledge center built like a library catalog
24
A “My Folder” basket allows users to collect the content that interests them.
A “shopping basket” experience with content
25
Click to add content from anywhere across the site.
A “shopping basket” experience with content
26
The article basket keeps all the content in one place.
A “shopping basket” experience with content
27
A “shopping basket” experience with content
Makes it easy for users to send content to themselves and to others, as well as doubles as a great sales tool.
28
Trusted prospects become market advocates
Dr. Penny WheelerChief Executive OfficerAllina Health
Dr. Charles MaciasChief Clinical Integration OfficerTexas Children’s Hospital
Carolyn ByerlyChief Information Officer (retired)Stanford Hospital and Clinics
29
Step 3: Monitor and call hand raisers
STEP 3Monitor and call hand raisers
STEP 1Build an educational library
STEP 2Trust the prospect
30
Modern-day monitoring environment
• Website lead scoring
• Email tracking
• Sales correlation
Named Prospects
• Web analytics • Reverse IP tools
Anonymous Prospects
Market
• Media monitoring services
• Analysts
• Research
• Trade groups
31
Lead scoring evolution
Basic(2012)
Intermediate(2013)
Advanced(2015)
• Account-based scoring
• Leads included
• Renewed inside selling effort
• Content consumption
• Score-driven staged gating
• Recency/frequency multiplier
• Gone cold degradation
• Sales fatigue with leads
32
Advanced lead scoring (2015)
• Recency
Buyer readiness score
• Frequency • Gone stale reduction
33
Monitor anonymous activity
Use a reverse IP lookup tool to identify account
Notify Sales based on target account responsibilities
Understand prospect interest based on content
1
2
3
34
Inside selling like a librarian
• Inside sales follow-up is about getting the content first
• Scheduling the demo comes second
“Hi [NAME] I see you attended [WEBINAR TITLE] about [TOPIC] and I’m following up to see if I can answer any additional questions.”
Be perceptive. Offer another piece of education as the follow-up. If interest is tepid, cut call short. Be aware. Let them ask for the demo. Don’t ask.
!
Example Script
35
0
10
20
30
40
50
60
Q12012
Q2 Q3 Q4 Q12013
Q2 Q3 Q4 Q12014
Q2 Q3 Q4 Q12015
Q2 Q3 Q4
LEA
DS
Results
550% increasein clients
33% decreasein sales cycle
300% increase in leads
36
Results
• 1 inside sales and 20 outside sales
• Product overhaul
• Pipeline build – B VC round
• 1 sales/marketing person (me)
• 10 total employees
• 120k list• New strategies: PR, new
website, PPC, SEO, webinars, book, agency
• Healthcare Analytics Summit (600 people)
• Team: 4 inside sales, 10 outside sales and 25 marketing
• Marketing automation• R&D expansion• Executive sales team +1
• ABM, inside sales re-do• Measurement, 27
marketing
2011 2012 2013 2014 2015 2016
37
Market perception of Health Catalyst
Source: KLAS Report, “ENTERPRISE HEALTHCARE BI: THE SEARCH FOR OUTCOMES” Dec 2015
“Health Catalyst is seen as the most consistent and effective BI vendor in achieving outcomes.”
— Joe Van De Graaff, Vice President, KLAS
Source: CLINICAL ANALYTICS FOR POPULATION HEALTH MANAGEMENT , Feb 2016
“Health Catalyst is a relative marketing dynamo in HIT.”
38
Truths that imbue trust
1. Give me value with every touch.
2. Don’t waste my time.
3. Make it easy to share.
4. Stay in touch, but not too much.
5. Go away if I ask.
6. Market leaders are great teachers … and storytellers.
7. Show me results. … I’ll believe you if your clients tell me so.
8. Tell people why you’re not a good fit for them.
Invest in educating your market.
Make it easy for prospects to follow up.
Monitor prospects and empower Sales.
Top takeaways
Thank YouChris Keller@kellerchch