Healthcare Marketing Trends: Behavioral care network uses A/B testing to better communicate to potential patients, drive 14% more revenue

JACKSONVILLE, Fla., May 10, 2013 /PRNewswire/ -- "A single discovery transformed our entire business," said Jon Ciampi, Vice President, Marketing, Business & Corporate Development for the CRC  Health Group, the largest network of specialized behavioral care services in the U.S.

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"We applied this discovery to our pay-per-click (PPC) ads and we saw results like a 14,000% increase in clickthrough rates and an 85% increase in paid-search business across 77 websites," Ciampi said.

MarketingSherpa Optimization Summit 2013 in Boston, Mass., May 20-23, will be the first time Jon Ciampi, Vice President, Marketing, Business & Corporate Development for the CRC  Health Group, presents how his organization used a simple a A/B test to transform its marketing department and, eventually, its entire business model while mitigating risk.

"Testing is a core tenet to driving marketing improvement and to make changes with less risk," Ciampi shared. "In our testing, we start small and look for gains that we can broaden. I look forward to showing others how to do the same."

Ciampi will show marketers:

• How CRC changed the way it communicated with potential patients based on what it learned about their needs from A/B testing
• How testing helped drive 14% more organic revenue and how a single landing-page conversion lift resulted in $500,000 in profit in the first five months
• Why testing is important to all marketing organizations
• How to secure executive buy-in and budget for it
• How to use test results to create the change that drives more revenue

"CRC Healthcare's story demonstrates how even the most mundane testing, interpreted wisely, can be the impetus for remarkable transformation that results in remarkable revenue gains," says Daniel Burstein, Director of Editorial Content, MECLABS (the parent company of MarketingExperiments and MarketingSherpa).

Further Resources:

MarketingSherpa MarketingExperiments Optimization Summit 2013 agenda http://meclabs.com/training/marketing-summit/optimization-summit-2013/agenda

"Web Usability: Long landing page nets 220% more leads than above the fold call-to-action," by Daniel Burstein, MarketingSherpa, April 27, 2013

http://www.marketingexperiments.com/blog/analytics-testing/web-usability-long-landing-page.html

About MarketingSherpa (follow us @marketingsherpa or visit http://www.marketingsherpa.com)

MarketingSherpa publishes case studies, Benchmark Reports, exclusive research, how-to instructional materials and six content-specific newsletters for more than 237,000 content, email, inbound marketing, search, B2B and consumer marketing professionals each week. In its tenth year, the marketing research publisher has been praised by The Economist, Harvard Business School's Working Knowledge and Entrepreneur.com. Along with MarketingExperiments and InTouch, MarketingSherpa is part of the MECLABS Group, which offers marketers practical research data and information, professional training and networking summits.

About MarketingExperiments (follow us @mktgexperiments or visit http://www.marketingexperiments.com)

MarketingExperiments was the first Internet-based research lab to conduct experiments in optimizing marketing and sales processes. Their research team has developed the world's largest collection of optimization-related experiments and case studies, which is disseminated (free) via the MarketingExperiments Journal and www.marketingexperiments.com. The MarketingExperiments Blog complements this research with additional news, insights, analysis and interviews. It also provides another venue to exchange ideas with marketing, optimization and sales professionals.

About MECLABS (visit http://www.meclabs.com)

A science lab with a consultancy, MECLABS conducts rigorous experiments in the new science of optimization and applies discoveries to help businesses optimize sales and marketing financial performance. More than a decade of work spans 1,300-plus experiments including one billion emails and 10,000 landing pages. MECLABS has two primary research groups:  MarketingExperiments conducts experiments to optimize the sales and marketing process, and MarketingSherpa conducts and publishes exclusive case studies, surveys and data analysis, which reveal what works in marketing. MECLABS has six applied research groups: Strategy, Leads, Conversion, Agency, Technology and Training. For more information, visit meclabs.com or call 1-800-517-5531.

About CRC Health Group

CRC Health Group is the largest and most comprehensive network of specialized behavioral care services in the nation. CRC Health Group offers the largest array of personalized treatment options, allowing individuals, families, and professionals to choose the most appropriate treatment setting for their behavioral, addiction, weight management and therapeutic education needs. CRC is committed to making its services widely and easily available, while maintaining a passion for delivering advanced treatment. Since 1995, CRC programs have helped individuals and families reclaim and enrich their lives. For more information, visit www.crchealth.com.

SOURCE MarketingSherpa

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