Published on March 7, 2014
CRM The Vision of 1-to-1 Marketing in Healthcare
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)
Tides of Change in Marketing
Key Challenges Increased accountability for return on marketing spend (ROMS) Automated measurement capabilities Market segmentation for 1:1 patient centric marketing Population Health Management
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?
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 opt-ins — 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
Media Budget Changes in Traditional Media Budgets Changes in Digital Marketing Budgets 39% 13% 48% 13% Increasing 39% Increasing Decreasing 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
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
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
Health System CRM 101
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
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.
Moving the Mark … Know your Patients Data Driven Strategies CRM Tracking all Touch Points Integration of Data Sources
Integrate and Connect Silos Clinical Records Billing Records Call Center Market Intelligence Scrub Standardize Group by Household Web & Social Data Marketer Link Patient Focused Data Warehouse
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.
Health Engagement Cycle Worried Well Info Seekers Treatment Seekers Provider Seekers “Hot Prospects” Moving toward patient-centered engagement aligned with key service lines Patients Advocates
Patient-Centric Targeted Marketing Worried Well Info Seekers Treatment Seekers Provider Seekers “Hot Prospects” Patients Orthopedics/ Sports Medicine The overall goal is to target prospective patients with relevant content and tools throughout the engagement cycle Advocates
Patient-Centric Message Maps Define your content by: • Target audience • Decision cycle • Key goals to influence
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.
Reach Lead Generation and Qualification Lead Nurturing
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.
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
Demonstrating ROI in Real-Time
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
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
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
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