Hello Health provides an Electronic Medical Records (EMR) app to doctors. The EMR is free for doctors, and doctors charge their patients to access their medical records. Hello Health & the doctors share patient revenue.
Interim VP of Marketing • Customer Acquisition (patients)
Low Conversion Rate (10%) & high Cost Per Acquisition (CPA) ($67). Hello Health paid jr. sales reps to sell to patients in the doc’s waiting room. Sales reps used a Mac computer to demo the app. No data or reports to track conversions or ROI.
1. Patients didn’t want to be ‘sold’ at a doctor’s office and felt the doc or insurance should pay, especially when other docs (who used other EMRs) didn’t charge. 2. The reps were college students without sales skills. 3. Reps + macs were expensive.
Our idea was to make it less disruptive, and instead, easy for patients – ‘business as usual’. They were used to filling out check-in forms at doctor visits & they trust doctors more who are ‘compliance-based’, so we tapped into that psychology, Obama Care as the force behind the change…and the added benefits the patient would receive. Our solution was a 1 page sign up form:
1. Tell, don’t sell → we removed the sales reps, and trained front desk staff to ‘tell’ patients at check-in that they were upgrading to comply with Obama’s IT Healthcare Act. 2. One-page check-in form → the staff then handed check-in forms, which the staff asked the patient to complete to have access to their records online. 3. Patient Purchase → the form included consent, credit card & demographic data.
Eventually, the paper form was converted to an iPad check-in.
1. Automated calls → using the doctor’s voice, before the doc was installed, to inform patients of the upcoming change and let them sign up thru an 800# or website. 2. Mailed letters – that came as follow up to the doctor’s automated call. 3. Mailed invoices → with a similar “tell, don’t sell” invoice format. 4. Auto-renewals → of patient’s annual subscriptions. 5. Doctor website → we gave each doc their own website where patients could sign in/up. 6. Staff incentives → paid doctor staff for sales. 7. Data mine & email market (proposed future solution) → to increase the doctor’s revenue.
Lowered average CPA from $67 to $8, and increased conversion rate from 10% to 21% in 2 months. Some docs had 50-80% in-office conversion rates. We tracked conversion rates for each type of campaign and overall averages, per doctor.
Patients were already used to filling out check-in forms – it was ‘business as usual’ and more natural for the staff.
Client: Hello Health
Tags: Acquisition, Biz Cards, CampaignsView Project