Good morning, everyone and welcome. Thank you so much for joining us for optimizations for digital marketing and orthopedics. I have just a few housekeeping notes to get us started. All attendees are in listen only mode. We're going to be using the Q&A function to gather questions for our speakers. You can also feel free to use the chat to interact with each other or drop a question in there. Just make sure that you are selecting the option for all panelists and attendees from the dropdown when you do your chats. The webinar is being recorded and the recording is going to be sent to all registrants after the presentation today and the PowerPoint slides will be available as well. All of that's going to be in the AAOE Learning Center so you'll have instructions on how to access those within the email. So without further ado, our speakers for today are Seth Turnoff who's the managing partner for CMM and Supreet Patel who's the managing partner and founder for the Besiege Group. I'm going to be turning it over now to Seth to get us started. Thanks so much Jessica, I really appreciate you getting us warmed up. Hi everybody, my name is Seth and with me is Supreet Patel and before we kind of dive in here to the fun stuff, I just wanted to, if I can get the slides to work, there's no way that we could talk about marketing without addressing the elephant in the room. Cute slide, pretty clever. We appreciate everybody joining us today and taking an interest in this, but if you are affected by this change healthcare issue going on, the latest information that we have is that they have started rolling payments out and there have been accommodations jockeyed for additional funding. We don't have anything to do with this unfortunately, but we certainly empathize and we understand what this means for you potentially. Stay the course, it will get better, they are working on things, but we couldn't talk about marketing without just addressing this quickly. So thank you for that. Hey Seth, real quick, we can see the presenter view so we can see the like next slide over there. Ah, pretty sneaky, let's do it this way then. Thanks. Thank you for letting me know, Jessica. Hey guys, Seth Turnoff, first time presenter. Tell me, is that better? That's good, Seth. Thanks. All right, so my name is Seth Turnoff. I am the founder and managing partner of CMM, a patient acquisition firm. We have been responsible for generating millions of dollars for our clients through hyper-targeted marketing as well as patient visits. It says here that I come from the dynamic world of revenue cycle. I prefer to call it the sexy world of revenue cycle. It's not that sexy, but you know, money can be sexy if you're into that sort of thing. And Supreet, why don't you tell us a little bit about yourself? Yeah, thanks Seth. So my name is Supreet Patel. I'm the managing partner and founder of the Bestiege Group. At the Bestiege Group, we work with healthcare organizations, whether they be providers or digital health companies or payers, and we work with them to make more effective use of data and technology. So we work with clients to help bring new applications out to market, to scale their operations, and really at the end of the day to help them grow strategically. Awesome. Thank you, Supreet. So as we dive in here today, I want to kind of get everybody just to shift your thinking a little bit, just a little pivot. Those people that your providers get to meet and treat every single day, think of them as consumers, not patients. And it may begin to shift your view of them because consumers want three things. They want transparent, they want effective, and they want convenient. And it's not too much to ask to also wish to be respected and appreciated. But the point of all this is that all of those things that you guys have been doing, those marketing things, right? Your website, your patient reviews and testimonials, the business profile listings, your social media posts, or your SEO and your paid ads. While these things may have been considered strategies at one point, they're not anymore. These are not strategies. These are bare bones requirements. And you will not win in marketing unless you're doing all of these things and creating an edge for yourself in order to rise above all the noise and actually be effective in your marketing. So all of these things that you're doing, and it's a lot, they're kind of the baseline currently. And you really need to look at your marketing holistically. And you need to utilize all things available to you, which include the creative use of data. Yeah. And I think Seth mentioned data as a tool. So why don't we start by exploring that a bit? And really these days, marketing should be viewed as a data-driven function in any enterprise. To truly understand the journey of a patient from the point at which they're acquired and become a new patient to when you treat them, to retaining them and keeping their business. You have to really be able to combine disparate data sources, information from ads that you put out into the marketplace, information from your website, phone calls that come in, but also clinic data, visit data from your EHR, billing collection, backend revenue cycle data, the list goes on and on. And so you have to do that to really understand what drove that patient's decision-making process. You also have to increasingly understand what makes your patient base unique. So what is their life like outside of the four walls of your practice? What do they respond to? How can you be in front of them before somebody else is? And this all speaks to the concept of the ideal patient profile. This is something used very heavily in other industries where they refer to it as an ICP or an ideal customer profile. But what we're seeing more and more with clients we work with is that leading organizations use this ideal patient profile as a persona. And they use that to understand more about the person so that they can do things like lookalike modeling and patient segmentation. So then the question becomes, how do we build that persona? And how do organizations start building out a cost-effective patient acquisition strategy? Well, the good news is it's more within your reach than you think. And we can go to the next slide, Seth, please. So, you know, to get an understanding of it, we really have to understand that there's two types of data. One is internal data. And the good news is you already have that, right? You're sitting on a lot of information that you need. Existing patient data is a treasure trove of information that can serve as a starting point where you can drive things like patient segmentation. You can build an understanding of the types of patients you're attracting and learn more about them. And so you can learn things about, you know, their ages, their geographies, tie that to procedure codes to really understand, you know, who's coming in for what and where the profitable segments are so that you can use that data to then go target more of those types of people. The other piece is where we've seen an explosion of new information, and that's the digital marketplace. This marketplace contains millions of data points on all of us. It tracks, you know, our search behavior, our purchase patterns, our intent and other things, right? The best part about this is that you can access this marketplace and you can use this data to really precision target consumers that are in market for your services. And that's what really fuels a shift for organizations when they're trying to be more proactive in attracting new patients and new, you know, new customers rather than being reactive where, you know, they're waiting for people to either find them or they're waiting for other organizations or your competitors to find those patients. And what we see with clients we work with is the folks that are able to make that shift from being reactive to being proactive are the ones that are able to really strategically grow in their market. They're able to expand, and most importantly, they're able to reduce their cost per patient acquisition. And at the end of the day, that's really what this webinar is about and what we want to guide people on is that that is possible. You may not be able to outspend everybody, but you do need to be able to have a very kind of targeted approach to this so that the dollars you do spend are worthwhile and have the ROI that you need. Yeah, and Supreet, you mentioned the digital marketplace, and I think that it's important to recognize that, you know, there's so many different types of digital approaches today. You know, there's these reactive strategies that require some type of user input in order to work. SEO, search engine marketing, and paid ads. I don't want to disparage any of these too much, but it seems like when these strategies were first developed and rolled out, that it was very easy to utilize them effectively. And I think that over the last five to ten years, these types of approaches have just become extremely crowded and noisy. And I said rise above and, you know, it's all about attention and noise and figuring out how you can create attention between you, your practice, the service lines that you offer, and the people who are most likely to need those services, right? When you can create that one-to-one approach, you're able to stay top of mind with these consumers so that it's possible that they would come in without ever searching for anything, because they already are familiar with your brand. You've built trust with them, and you're already there. So while these reactive strategies require some user input to work, and you're possibly doing these things already, and that's fine, and I would never tell any practice to stop doing something unless it's not working. Now, when Supreet mentioned the digital marketplace, you know, there's a number of proactive strategies that utilize the Internet of Things. Hyper-targeting is a concept that by using known device IDs, right, everybody has their devices, and everybody has, like Supreet mentioned, you know, their digital footprint. So by connecting offline data, such as like demographics, geography, age range, the household makeup, like who lives at a household, not the makeup you put on your face, but like who lives with you at a location, as well as the online profiles, you know, those, all of that data, the digital data related to purchase patterns, search history, content consumed, apps downloaded and used, you can identify individuals who, based on their consumer profiles, are the highest likelihood, best qualified people for your specific services. So, you know, some examples are programmatic, social media can be utilized in a hyper-targeted environment, as well as connected TV. These are some more advanced tactics or channels. I want to tell you a story, brief story, that I live in South Florida and I live in a town called Boca Raton. We're about an hour north of Miami. Beautiful, happy spring break. When I do a Google search for orthopedic care near me, orthopedics near me, orthopedic practice near me, two of the three results of that search result are from the University of Miami Orthopedic Department, UM's hospital, which is an hour and 15 minutes away. So what this means is that University of Miami, they got some deep pockets and they are spend, spend, spending to be able to reach someone who's an hour and 15 minutes north of them. I'm not driving an hour and 15 minutes to get an x-ray. I was an idiot and I tripped down the stair in my house and I rolled my ankle. That's not the point. The point is that the solid five practitioner orthopedic groups, independent orthopedic groups within striking distance of my home are being squeezed out by a group that just has real deep pockets. So when you're considering all of the things that you're doing for your group's marketing and wondering like, where is the performance? Where are the results? Where are the patients that are coming in from these things that we're doing? Just consider the fact that everybody else is doing them. And so while it's really difficult to outspend those, those big players who are possibly in your markets as well, it is possible through the effective use of data to just out market them. And here I, I seamlessly transitioned to this last slide here, some takeaways, that, you know, just shift your thinking and start understanding or thinking about your patients as consumers. And, you know, I'm not going to tell you to treat, you know, your practice as, you know, a five-star Michelin hospitality experience. I mean, that would be amazing, but, you know, look, baby steps here. And also as Supreet outlined, leveraging data, both the data that you already have, internal data, as well as existing data that, that exists outside of your EHRs, that it's possible to do this, to maximize your, your marketing and maximize the leverage that you have in the markets that you guys serve. On that point, can we go back a slide for one second? Absolutely. I think it might be important to point out to the, to this group, the kind of the differences between this data. One of the, one of the main advantages of the, the data on the bottom half of the page, which is the hyper-targeting, the IOT, the programmatic, et cetera, is that it allows your organization to do attribution, right? More effectively. When you do programmatic, when you do social, when you do, when you target devices, those devices have an owner and that owner has an address, right? And that's the common linking point between your practice. And when they come in and they, they come in for a visit, you capture their address, right? You're able to actually then attribute whether or not your marketing strategy led to a patient visit. On the top half, you're really relying on site visits, right? To your, to your website or a number of people who clicked on an ad. And it's very, it becomes very hard to attribute that to a visit. So that's another key component of this is not just being proactive, being reactive, but it's also speaks back to using data as an enterprise to understand what impact your strategies are having on, on your growth and your expansion, right? And so using the new data that's available out there and using these new digital marketing tactics allows you to also drive attribution and attribution can be like what I just explained, but attribution can also be, we see a lot of clients, you know, running foot traffic attribution in their practices. So, you know, each mobile device has a mobile ID and it's, it's, it's powerful to understand to that mobile ID, walk into your clinic or not, or walk into your practice or not. Then you actually know which channels are working, what ads are working, what impact they're having. And most importantly, you can tie them to revenue. You can tie them to dollars. Otherwise you never really truly understand your, your patient acquisition costs, your return on your marketing investments or anything like that. So that that's really where we're seeing people go, especially over the last 12 to 18 months. But there's a lot of expansion here. And I, I think a lot of times when we talk about this, people feel overwhelmed. They think, all right, I'm a single, you know, practice. I have five docs or whatever the case might be. I don't have the resources for this. Well, the thing is that this field has come a long way. There is a lot of resources out there are a lot of resources out there that help you manage this process and help you make sense of this data and allow you to really buy into the marketplace. So, you know, the money you're spending on PPC or SEO or things like that, you can reallocate or divert towards these targeted strategies where personas have already been created or audiences have already been identified. So it's really a question then of how do you get in front of them? But I would say that, you know, it's all for not, unless you're also thinking about the attribution. So the guidance and advice would be make sure you're doing these strategies and using data, but also make sure you're closing that loop and understanding what impact they're having from a financial perspective and from a growth perspective. And I'm so glad you brought that up. Supreme attribution is just another measurement. And one of the problems, and I promised myself I wasn't going to stand up on my soapbox and do this, but here I am. So one of the problems that that Supreet and I both see in the healthcare marketing space is that the measurements, while robust and wildly capable, like you need to just focus on measuring what matters just because you can measure something doesn't mean you necessarily should, or at least understand why you're measuring that. Is it to iterate on future campaigns or is it to establish a return on your investment? Or is it just because you want to understand a lift right in site visitors? Like, okay, that's notable, but what are you going to do with that information? And attribution is just, you know, how much did we spend on a campaign versus how much that campaign brought in, in dollars. You cannot pay your bills with impressions or clicks, unfortunately, or yet. But if you can measure the revenue from your campaigns on a one-to-one basis, like we know that we ran this campaign and we know it resulted in these patients, which we can assign a quantitative value to, now you can actually iterate properly, you can measure properly, and you can get to those metrics, the important ones, not the click-through rate, but the patient acquisition costs and the lifetime value from patients that came in from specific campaigns. So I think healthcare marketing kind of took off and there's a lot of noise about, you know, clicks and traffic and all of these digital metrics but they don't really mean anything until you can connect your spend to your revenue. And these data-driven tools allow you to do that. Yeah. And I mean, on that point, I think the other piece of guidance would be to be patient, right? The returns and the attribution, you have to kind of take them with a long-term view because they have a long tail on them, you know, especially in orthopedics, right? You shouldn't be tying this just to the initial consult or the initial visit. You really have to track that patient over the course of multiple visits or the year or two years, and really then truly understand what your efforts brought back. Because we've seen a lot of clients that, you know, think, oh, my ROI wasn't that great because it only generated X dollars, right, on this spend. But the truth is, if you're only looking at the initial visit and you're looking at the cash collected or the revenue generated from that, you're going to be undercounting the true impact of that campaign. So we always tell people to take a long-term view of this. And I know being patient is never what anybody wants to hear, but from the data perspective and that world, it's really the wise thing to do because that's the only way you can truly understand the impact of your efforts, right? And when you look at things like PPC, you don't really get to take a bird's eye view of this. You're really living in that moment of time of, all right, well, I spent this much money. Here's how many clicks I got. And then you move on to the next campaign and the next month. That doesn't allow you to take a holistic view of the, you know, kind of fruits of that campaign. So I would say that, you know, the takeaways here on this slide, mine at least, would be these proactive strategies allow for attribution, which is a big difference maker, right? As opposed to the reactive strategies. But they also require you to have a kind of a long-term view and being able to track patients throughout their life cycle, right? We mentioned on one of the first slides that when the patient comes in your door, there's a lot of things that happen before that patient came in your door. And there's a lot of things that happen after they leave that visit. And being able to tie those together is really vital for growth and especially in this competitive market. Well said. I'm going to advance to the takeaway slide. Supreet, do you have anything to add to the takeaways? No, I think, you know, the only thing I would say in terms of, especially the leveraging data, again, I mentioned it a couple of times, it can seem overwhelming. It can seem a daunting task, especially, you know, depending on staff resources and budgets and things like that. But the speed at which this has evolved, there are plenty of tools and applications and just options out there for practices, whether they're large or small, and they shouldn't shy away from this as a challenge. It's something that you can tackle and will ultimately benefit the business side of the practice in the long term. So I would say that the only guidance would be, you know, don't get overwhelmed. There are options in this space and there are resources and there are ways to effectively, you know, do this. Yeah, hear, hear. Hear, hear. And the last and possibly the most exciting slide is our contact info. Supreet and I love these topics and we're happy to discuss offline with any of you. You have questions, it is daunting, it can be intimidating, but you should be left feeling more in control and able to do your jobs just a little bit better. Supreet will be happy to come in and actually do your job for you. That's his favorite thing. Thank you for volunteering, Matt. Jessica, were there any questions that came in? So I'm not seeing any so far. Feel free to drop them in. We do have a comment from Courtney just saying thanks so much for the presentation and much appreciated. Thank you, Courtney. I'll be on for just a moment to see if there's any questions, but just as a reminder for everyone that the presentation recording as well as the slide deck is going to be available in the AOE Learning Center after this call and you should be receiving an email once that is ready to view. Again, just thank you so much to Seth and Supreet for spending the time with us today to talk over these topics and looking forward to seeing everyone the next time around. Feel free to reach out to either Seth or Supreet or myself if you've got follow-up questions that you think of later as you're sort of digesting the information and we'll be sure to get back with you. Yeah, AJ, thank you for joining and Sarah, absolutely. Thank you as well. You called this a lovely session. Well, that is a lovely comment. We appreciate it. All right. Thanks everyone so much and we'll see you next time around. Thank you. Thank you.

data-driven strategies

digital marketing

orthopedic field

patient as consumers

internal and external data

hyper-targeting and attribution