How HCPro Increased a Webinar's Revenue by 40%

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Over just six weeks late in 2016, HCPro, a Simplify Compliance business, put together, marketed and staged a webinar they called ACDIS Live! Outpatient CDI at Ochsner: A Case Study Approach for their Association of Clinical Documentation Improvement Specialists audience.

It turned out to be a highly successful collaboration between their editorial and marketing departments, earning HCPro a 2017 third place SIPAward in that category. The webinar brought in $22K in revenue, an improvement of 40% vs. their typical one-hour webinar, and then $5K more in a December rebroadcast. They had 59 registrants in the live show and another 14 for the rebroadcast, bringing in both new customers and converted house file names that had not purchased in the past.

Here are 9 takeaways from this successful collaboration:

1. Position the webinar as something completely different. Because HCPro structured it as a special case study from an outpatient CDI program, they called the presenters the Dream Team. On Facebook, they wrote: "ACDIS Live!—like nothing you've ever experienced before. We've brought the Armada for this unique learning experience!"

2. Use catchy language and "real" photos. Words like "Dream Team" and "Armada" obviously resonated here. All the emails included small circular photos of the seven speakers with the headline, "Meet the ACDIS Live Dream Team!" Staff and speaker photos are almost always a good thing. They give a face (or faces) to an event and humanizefuture interactions.

3. Try different subject lines and have "fun" with it. HCPro wrote on their entry that they tested the use of emojis in subject lines and "tested out some more 'fun' subject lines, which led to some very good open/click rates!" The two top performing ones were: "There are webinars...and then there are ACDIS webinars..." and "ACDIS Live! A new, better way to learn."

4. Use social media to support your program. The Meet the Dream Team! photos ran on Facebook posts as well. On the day of the webinar, Melissa Varnavas of HCPro posted a photo on Facebook of her and colleagueMary Ann Genovese, headphones on, ready to go. They also used Twitter to get their message out: "Learning to target metrics to move #outpatient #CDI efforts forward with @ACDIS Live!"

5. Market a rebroadcastand on-demand showing of your event. HCPro used a graphicfor email, Facebook and Twitter to promote the rebroadcast. It said that 94% rated the overall performance of the speakers good-to-excellent; 98% agreed that they presented accurate information and shared expert knowledge; and 96% said the program was useful and met expectations. On their website, a nice landing page promotes the on-demand showing. "COULDN'T LISTEN LIVE? No problem. The On-Demand version is now available. Use it as a training tool at your convenience—whenever your new or existing staff need a refresher or need to understand a new concept. Play it once or dozens of times. A $399 value!"

6. Try varied approaches in your emails. Not only did the subject lines differ, but the copy did as well. One led with, "Target metrics to move outpatient CDI efforts forward." Another headlined, "Identify common documentation deficiencies in the outpatient/physician practice world."

7. Take an existing successful format anduse for another brand. "We have had success with this format with the HealthLeaders Media brand and thought it might translate well to the ACDIS audience," HCPro wrote. "This led to a short and intense collaboration resulting in a highly successful program!"

8. Add gravitas to your speakers. HCPro used phrases like, "Ochsner's groundbreaking CDI team" and "they not only built a strong outpatient CDI program, but also continue to expand." Calling them the "Dream Team" may seem a little over the top, but why not? As they admitted, the HCPro group had fun with it. And the Ochsner team had risen to the top. People also like well-meaning nicknames. Witness the South Korea women's curling team, the Garlic Girls.

9. Get out of those silos. HCPro "assorted ideas from both marketing and editorial." It sounds like what made the difference in this particular event were the new ideas that came from an insightfulcollaboration.

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Ronn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering a variety of topics before joining SIPA in 2009 and SIIA in 2013 as editorial director…