About Nationwide Children’s Hospital

1. About Nationwide Children’s Hospital » Provide more than $122 million in charity care and community benefit services annually » Ranked in all 10 specialties on U.S.News & World Report’s 2013-2014 list of “America’s Best Children’s Hospitals” » Ranked 9th on Parents magazine’s 2013 "Best Children's Hospital's" list » Fourth busiest children's hospital in the country** » Fourth largest children's hospital in the country** » More than 1 million patient visits in 2013 » Patients came from 50 U.S. states and 31 foreign countries in 2013 » The Research Institute at Nationwide Children’s Hospital is one of the top 10 NIH-funded freestanding pediatric research facilities in the U.S.

2. My View Point on Accountability • Every dollar spent on the Marketing/PR agenda is one less $ that goes directly into clinical care • Proactive accountability now = less pain at the negotiating table later • Key to gaining new resources and not losing the ones you have now • Creates the clear roadmap for staff/clients/resources • It’s the right thing to do!

3. Operational Accountability • Marketing & PR for your Marketing & PR • Monthly: Tactical Reports – Show and Tell ( very little data) • Quarterly: Strategic Reports – Results and course Corrections. This is where our VP Manages Up –Reporting of Scorecard • Staff: manages out – client reporting with dashboards • Personal Performance Management • Quarterly: staff review personal goals with Mgr.

4. Demonstrating value begins with effective goal setting

5. Goal Setting can be overwhelming…. My goal is simple. It is complete understanding of the universe, why it as it is and why it exists as all. Stephen Hawking

6. Great Questions to Ask Goal: Increase local awareness of our service • What questions might you ask to refine this goal? • among who? (Target Audience) • increase from what to what – what’s current awareness? (What can we measure?) • increase awareness of us as what? (Key message/positioning points?) • Is awareness the ultimate goal or only part of another goal – increase awareness so that… (what is my role?) HINT – more helpful tips at the back of the PPT via Danny Fell

7. Marketing EvaluationCan Be Strategic • Attitudinal • Impact on awareness, perception, preference • Behavioral • Response to Call-to-Action Messages • Financial • Measurable impact to the “bottom line”

8. Establish KPI’s

9. Goals Build Scorecard Metrics* Q4 Notes Status Q4 Goal *Example Only Not Real Data

11. Dashboards =Different For our Department here is our Purpose: • Show effectiveness of channels in lead generation process (to show when and where $ are spent) Here is our Process: • By audience look at sales model what feeding • Consensus of metrics reporting and by channel • Who’s responsible to report

12. Dashboard for each Audience

13. Nationwide Children’s Hospital Interactive Dashboard – Q1 2014 Geographic Website Traffic 45,580 Visits at other Nationwide Children’s Websites*

14. Social Media 21,201,406 Social Media Impressions* Q1 Website Events from Social Media *Impression data from Twitter and Facebook accounts

15. Referral Lifecycle Parent/Guardian Referrals Physician Referrals

16. Search Marketing Results Center for Colorectal and Pelvic Reconstruction Campaign Request Appointment 2 Events Distribution of Ad Clicks in Colorectal Ad Groups Ad Impression History - Colorectal Center

17. Never underestimate the value of: T.B.I.H.

18. The Boss Is Happy Note to Self…This IS your MOST IMPORTANT metric!

19. Experiment and Expand • TBIH what next? • Managers must realize that the balanced scorecard is not set in stone data typically points out areas that should be modified or adapted. • Teach your team about metrics • Brown bag lunches • Provide data regularly

20. Questions? Stephanie.Cannon@NationwideChildrens.org Twitter:@cannons

21. Handouts of Q’s to ask for foundation of data needs • Philosophy and Processes • Do we have strong examples that illustrate our measurement efforts and our successes? • Is there internal agreement on commonly employed measures and formulas, such as conversion rates , revenue reconciliation, and ROI • What processes are in place to ensure measurement and reporting? What processes do we need to have? Source: Daniel Fell “Marketing Analytics: The New Imperative to Measure and Improve Marketing” Strategic Health Care Marketing January 2012

22. Handouts of Q’s to ask for foundation of data needs • Data Sources • What do we spend on al the carious data services and subscription-based tools today, and can we consolidate and/or make better use of them • Who within the marketing function should be tasked with managing analytics efforts • How do we best compile, share, analyze, and report on the most meaningful data and marketing measures Source: Daniel Fell “Marketing Analytics: The New Imperative to Measure and Improve Marketing” Strategic Health Care Marketing January 2012

23. Handouts of Q’s to ask for foundation of data needs • Knowledge and Training • How families is our marketing staff with designing and implementing a meaningful analytics program • What processes are in place to ensure our marketing department is keeping up with new approaches to measurement and staying ahead of the curve • How are we training our staff on standard practices and measurement requirements Source: Daniel Fell “Marketing Analytics: The New Imperative to Measure and Improve Marketing” Strategic Health Care Marketing January 2012

24. Handouts of data needs • Data from your web traffic reports • Visits • Visitors • Bounce rates • Unique visitors • Geo of visitors • Time on site • Number of pates visited • Path of visitor sessions • Referring domain • 404 errors • Search terms used to find site (SEO) • Browser type • Platform type (including mobile) • Top entry and exit pages

25. Handouts of data needs • Business Value (ROI) • Request for appointment • Calls to call center – referral based • Class registrations • Call tracking (across the board) • Donations (if you work with your development team) • Event registrations • Online gift shop • Enewsletter registrations • Job applications • Online bill payment • Clinical trial recruitment • Anything you can count as a conversion!

26. Handouts of data needs • Data from your social media channels • Channel growth – you can (for free) easily track growth of visitors, views and subscribers • referrals to website – downstream traffic • Clicks on URL’s like bit.ly to track conversion rates • Buzz by channel (brand mentions) • Facebook offers daily – “people talking about this” you can compare across competition for how engaged people are with you • Facebook offers “Who’s talking about us” – demographics of engaged people • Track most popular post for that given timeframe • Twitter interactions and mentions via your @handle • Twitter retweets • Customer service requests or assists via social media channels • YouTube offers geographic information • YouTube offers traffic sources

27. Handouts of data needs • Marketing Data • Publications • Readership Surveys • Tracking CTA Response • New Customer Referral/Acquisition • Media – Attitudinal • New Media Contacts Acquired – Ad Equivalency per contact • Web site registrations • Events • Cost per contact • New Contacts • Business Generated

28. Handouts of data needs • Ad Data • Media mix • Impressions • Demographics of channels • CTR ( if digital or SEM campaign) • Conversion rates of people coming from ad-specific URL’s

29. Handouts of data needs • Business Value (non ROI quantifiable) • Customer satisfaction (Press Gainey or others) • Operational efficiency • Brand overall • Competitive positioning • Market exposure

30. Sources • http://www.encyclopedia.com/topic/Balanced_Scorecard.aspx • Sonar 6’s color paper • http://www.motivitysolutions.com/CultureChangingTechnology/BusinessIntelligence.aspx • Analytics: The new path to value (IBM Global Business Services Executive Report) • Greystone.net – ROI and effectiveness Webmaster Workshop