Learn how to move your marketing department from just a cost center to a patient-centric, revenue-generating marketing engine.
Healthcare marketers are challenged to prove a return on investment (ROI). To measure and demonstrate a financial return on their marking dollars, many organizations have implemented a customer relationship management (CRM) system.
2. Agenda
Tides of change in marketing
Patient centric marketing
1:1 marketing using the health
engagement cycle
Track touch points that lead to new
patients
Demonstrate ROI in real-time
Net revenue per patient
Return on Marketing Spend (ROMS)
4. Key Challenges
Increased accountability for return on
marketing spend (ROMS)
Automated measurement capabilities
Market segmentation for 1:1 patient centric
marketing
Population Health Management
5. Convergence of Marketing and IT
“…despite all of this
technology at work, the
most critical element in
our evolving service
mix is world class
creative capabilities….”
”Our role is to serve as
a systems integrator for
our clients…to help
brands tell their stories
via marketing
technologies and
Application
Programming
Interfaces (API’s)…”
Which Executive?
6. Marketing Is Personal
“By 2020, most interruptive
marketing will be gone.
Instead, marketing will be
personalized, customized, and
adapted to what I have
expressed as my wishes or optins — which essentially means
that advertising becomes
content.”
By 2015, 20 percent of
integrated delivery systems
will be investing in new
healthcare-targeted customer
relationship management
(CRM) systems.
Share of Health Systems Who Have Deployed
a Hospital Grade CRM System vs. Size of the
Hospital System
70%
60%
50%
40%
30%
20%
10%
0%
$25M to
$100M
Sources:
•
Gartner, 2012 Top Industry Predicts 2012: Industries Face intensified Consumerization and Technology Disruption
•
HBR.com, May 2013 http://blogs.hbr.org/2013/05/a-futurist-looks-at-the-future/
•
Top line Strategy Group - Independent study of 80 US health Systems, 2013
$100M to
$500M
$500M to $1B
Over $1B
7. Media Budget
Changes in Traditional Media Budgets
Changes in Digital Marketing Budgets
39%
13%
48%
13%
Increasing
Decreasing
39%
Increasing
Decreasing
Remaining about the
same
Sources:
• Society for Healthcare Strategy and Market Development (SHSMD) By the Numbers Study, 2010
• Top line Strategy Group - Independent study of 80 US health Systems, 2013
82%
Remaining about the
same
8. Children’s Health System
About the System:
400+ licensed beds
10,000+ employees
Among largest pediatric ACO’s in the country
50+ FTEs in marketing department
Key Challenges:
CMO is tasked with market share growth of 4-6% annually for
next 5 years
Currently have 94% market share in the 39 counties
surrounding the main campus
Sustaining market share growth outside of traditional markets
Need to shift marketing department from operating expense to
profit center in 5 years or less
9. West-Coast Health System
About the System:
8 hospitals in the system, 2 clinics and 1 hospice facility
12,000+ employees
100+ licensed beds
Member of one of the largest faith-based, non-profit health systems
in the United States
Already have a CRM in place (being under utilized)
Key Challenges:
Digital conversion points not in place for tracking ROI
Current SEM and SEO vendor producing “OK” results
Digital reporting data is incomplete
Adwords
AdCenter
Google Analytics
Beryl (Call Center)
As a result it is difficult to close the loop on true ROI
Reporting to the C-Suite is a time consuming process and adhoc at best
11. CRM Healthcare Helps You …
Build your patient acquisition and retention
campaigns
Run integrated, multi-channel digital
campaigns
Attribute marketing response to clinical
and financial outcomes
Better manage Population Health
12. CRM vs. CRM Analytical
CRM Systems
Data Source
Patient Profiles
Heat Maps
CR
Lead, Conversion, Sale
Type of Service
Contact Tracking
CRM Analytical Systems
Data receptacle and analyzer
Predictive modeling
Patient value and life span
Heat mapping/competitive
analysis
Procedure profitability analysis
Procedure ROI by patient and
payer
Prospective patient modeling
Control group analysis
Direct connection to automated
response mechanisms.
13. Moving the Mark …
Know your
Patients
Data Driven
Strategies
CRM
Tracking all
Touch
Points
Integration
of Data
Sources
14. Integrate and Connect Silos
Clinical
Records
Billing
Records
Link
Marketer
Scrub
Call Center
Standardize
Market
Intelligence
Group by Household
Web &
Social Data
Patient
Focused
Data
Warehouse
15. Internal Data + Propensity Data
Predictive models exploit patterns
found in historical, third-party and
patient data to determine which
patients are at risk of developing
certain conditions.
Models rank the marketing
universe into percentiles that have
the highest propensity to respond
to marketing campaigns.
21. Bariatric Campaign Overview
• Engage prospective patients to assist them
through the decision making cycle in considering
bariatric surgery.
• Encourage ongoing interaction to build a
relationship with current and prospective
patients.
• Provide content and tactics that build greater
value for the patients and position the bariatric
program as a leaders in bariatric surgery and
clinical outcomes.
23. Multi-channel Lead Generation
Events: Promotional materials push consumer to educational portal for
assessment and interactive tools.
Print Materials: Should include campaign coding for tracking (UTM codes). Focus
on different features of the site.
Email: Announcement to existing list. Auto email series to all newly acquired
subscribers. Campaign focuses on featured content and interactive tools..
Search: New site to be SEO optimized. SEM should tie into content and UTM
campaign for tracking of campaign impact.
Call Center: Provide updated script to highlight features of new site and
encourage engagement with the sites interactive tools.
Existing Website: Redirects patients to education portal when seeking out
specific content.
Social Media: Postings should incorporate content strategy outlined with links
back to education portal. Include UTM coding for all links within social media.
24. Key Measurements
Events: Registrants and emails for future marketing
Print Materials: Response rate to online tactics
Email: Click through rate, conversion to interactive features, lead
generation, appointment request
Search: SEM should tie into content and UTM campaign for tracking of
campaign impact.
Call Center: Call tracking with data integration into CRM
Existing Website: Google Analytics, lead generation, course
completion, consult request, appointment request, online chat
Social Media: Postings should incorporate content strategy outlined with links
back to education portal. Include UTM coding for all links within social media.
Conversion of appointments to treatments/procedures
26. Streamline Reporting
Patients per service line
Profiles
Cross marketing of services
Patient preferences
Claims $$$ per patient, per procedure, by
physician
Touch points of patients throughout system
New patients vs. recurring patients
Procedure targeting
27. What This Means to You
CRM systems of today are a user friendly
business intelligence system
Provide data to move the dial on your
organizations business goals
Segments your markets to allow for 1:1
patient-centric marketing
Automates measurements
Ties your tactics to downstream revenue
29. Considerations
Organizational Goals
Service line growth strategies & objectives
Infrastructure and processes
Staff training and expertise
Who to Involve
Marketing
IT
C-Suite
Patient Experience Teams
Business Development
Service Line VPs or Directors
Communications
Over 80% of the ROI of any Marketing Strategy/Initiative is left to chance31% of projects are canceled before completion.53% of projects cost nearly double of original estimates.Only 16% of projects come in time and budget.Source: IBM Management Centre Europe“Marketers are faddish, irresponsible, …don’t think like business people …more akin to a recalcitrant child…” McKinsey & Company, CEO/CMO SurveyWe need to change that perception with the C-Suite and we do it by talking their language.C-suite is demanding dashboards and reporting on a more frequent basis putting added stress on your teams to pull reports together.Working hand-in-hand with IT to segmenting your own billing data and access third-party data to market is becoming the normHealthcare reform has brought many of us new PHM initiatives where you hold the risk and the reward of managing the health of a population.Luckily… all of these challenges can be tackled with a well implemented CRM strategy. So let’s briefly look at some of the underlying changes that are bringing this about in healthcare…
Technology and marketing are converging like never before …. To optimize marketing program expenditures and bring accountability to a department that has historically been seen as “untrackable”.“70% of Companies Now Have a Chief Marketing Technologist — 80% of Them Report to Marketing” – Gartner U.S. Digital Marketing Spending Survey, 2013- Design the customer experience across many channels — social, mobile, commerce and website.- Integrate data from an increasing number of sources, including internal data (such as transactions or on-site search) and external data (estimated household income) to get a better understanding of customers.- Support marketing campaigns and programs, such as a mobile app, paid search marketing and social marketing.
Historically health systems are 3-5 years behind other sectors in technology adoption. The ACA is changing that as large investments are being made in new technology systems such as EMR’s, Patient Portals, M-Health, CRM, marketing automation amoung others.
This shift is also reflected in healthcare media budget allocations.
So how are these trends affecting real organizations and how is CRM playing a role in the solution…
BB
Build your patient acquisition and retention campaigns Run integrated, multi-channel digital campaigns with automated key measurement and response mechanisismsAttribute marketing response to clinical and financial outcomes – that will help you build your case for future marketing budgetsBetter Manage Population Health
CRM Systems – minimal tracking patient profilesCRM Solutions can help to:Streamline processes – Provide a data driven approach to business development and marketing growth strategies – A true Business Intelligence system.Connects patient data with physician referral patterns Automates tracking/measurement systems to demonstrate ROI in both customer focused initiatives and physician outreach and partnership investmentsReduce cost on staffing/workMeasures and manages operations while you plan for future growth initiatives.Streamline efforts and collaborate with team member to ensure coordinated efforts and improved response ratesManage patient touch points across internal departmentsAllows for development of proactive patient centric messaging
Know your patients:Patient modeling – services most likely to need in the futureServices receivedOpt-in for disease specific informationIntegrated Data Sources:Internal - EPICData WarehouseOther CRM Systems within the organizationExternalNational Claims DataPropensity DataProspective Patient ListsTracking all touch Points:ClinicalMarketingEventsCall CenterData Driven StrategiesPatient area of serviceProbability of need for additional servicesDisease specific informationPatient EducationAnalyze most profitable services or proceduresAnalyze greatest community health need
System data is being manually pulled and verified through Data Warehouse. Currently not a complete view as some information is not utilized (Billing Records, Market Intelligence)
The “average” consumer does not exist.Communicating the same offer, care approach or advertising message to everyone, can only lead to suboptimal results.By looking into consumer data and how aconsumer has reacted in the past, we can expectfuture reactions at a consumer per consumerbasis.Propensity Data is often obtained throught outside systems such as experian.By using best practice in data analysis and utilizingpropensity data you can unlock the value hidden inbehavioral data.
BBMove beyond mass media to targeted digital and think about where your prospective patients are in the Health Engagement Cycle and how they want to access information.
KimberlyTouch Point(s)Search, Email , Web, Direct Mail, SocialCall, Online Appt, Online chatCall, Online chat scheduling or registrationEmailActionOnlineResearchSchedule Appt or Attend a SeminarSchedule SurgeryReferral
Set your brand and content apart from yourcompetition.
BB
KM
Multi-channel marketing campaign fills the funnel Patient education PortalWebsite provides multiple opportunities to capture and qualify leads 1) Newsletter optin 2) Assessment Lead Generation Opt In 3) patient Medical form when setting up an account to participate in the On-lined educational class. 4) Notification of completion of course for consult scheduling 5) Scheduled Appointment 6) On-Line Chat 7) email response tracking
KM
KM
Organizational GoalsMarketing as a profit centermarket share growthNiche ServicesMarketing’s moving toward a revenue center vs a cost centerService line growth strategies : - patient acquisition - patient education to ensure improved clinical outcomesReferral patternsStaff Training and ExpertiseDifferent way of thinking – Moving from Mass Media to targeted approach