Driving Transformational Change Through Digital Strategy at Inova Health System

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Driving Transformational Changethrough Digital Strategy

Jeff CowartVice President, Communications

Chris BoyerSr. Manager, Digital Communications

@chrisboyer

Inova Health System

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Kotter’s Transformational Change Model

1. Increase urgency

2. Build guiding teams

3. Get the vision rightCreate a climate of

change

4. Communication for buy-in

5. Enable action

6. Create short-term winsEngage & enable the

organization

7. Don’t let up

8. Make it stickImplementing & sustaining the change

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Adapting “Politics” to Health Care

PRODUCT

- The Candidate

- A Surgery

- A New daVinci

SERVICE

- Friendly

- Compassionate

- The Experience

TRUST

- I Believe

- Most Effective

- Address My Issues

Data-driven ID of Targeted Audiences & Communities of Interest

Data-driven Understanding of Constituency Issues

Permission Database Building – Continuing 2-Way Dialogue

Conversion

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OUR TRUST PROPOSITION

To be the most important convener of the community

health and wellness conversation in Northern

Virginia

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HOSPITAL.ORG• High Security Transactional Site• Essential Service Information

• Transactional Interactions - Symptoms - ED Wait Times - Registration Forms - Pay My Bill

• Find a Physician• Where To & How To

• Preferred Regional Health Information Library• Physician Portal

• Clinical Records• Patient Portal

• Personal Records

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COMMUNITY

MEDICINE CONSUMERS

PHYSICIANS

Preferred healthcare Web transaction hub for region

Preferred find-a-physician search engine & patient connect model for region

Secure online personal health management tools

Not-for-profit citizenship & safety net demonstration

Secure, Web-based physician information exchange portal

Demonstrate expertise inclinical care and research

Quality-validated care& outcomes transparency

Community & employee stakeholder engagement

Community health & wellness programs

Thought-leader programs and stakeholder engagement (philanthropy)

Destination services showcase

Local growth digital marketing

Only at (your hospital goes here) attributes

Special Program Initiatives

Integrated Digital Communications Strategy

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Community Sites Social Media Digital MarketingHOSPITAL.org

Direct Transaction Hub Online billing Online appointments Find a Physician Patient Portal Physician Portal Media Center

NewsVideoPodcasts

Health Information• Interactive Tools• Symptom checker• Quizzes• ,Calculators• Health news• Health content

Patient Information• Live ED wait times• Locations• Visiting Hours

Quality & Transparency

About Us

Targeted Web Sites• Campaign Landing

Pages

Communities of Interest• Breast Care Center• Spine Institute• Wellness/Fitness• Children’s Care

Collaboration Tools• Video• Live Webinars• Chat/Forums• Social Media access

Interactive Tools• Animations• Quizzes• Calculators

Transaction Tools• Pre-registration• Physician Profiles

Actively Engage in 2-Way Conversation

• Facebook• Twitter• YouTube• Blogs• Chats

Skilled Monitoring

Permission Marketing• Community of interest

campaigns• eNewsletters• MyHealth Portal

Ad Placement• Pay-per-click• Social Media• Affiliate Marketing• SEO

Measurement/ROI• Web Metrics• Google Analytics• Physicians• Conversions

Resources

Technology

The Digital Constellation (battle group)

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HOSPITAL.ORG• High Security Transactional Site• Essential Service Information

• Transactional Interactions - Symptoms - ED Wait Times - Registration Forms - Pay My Bill

• Find a Physician• Where To & How To

• Preferred Regional Health Information Library• Physician Portal

• Clinical Records• Patient Portal

• Personal Records

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HOSPITAL.ORG with “microsites” (communities of interest)

• Moderate Security• Narrow Focus Engagement Strategy• Highly Targeted Audiences• Convene Communities of Interest• Purpose: Capture Permissions

MICROSITES

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HOSPITAL.ORG with specialty campaign “landing pages”

• Short-term Drivers of Traffic designed to go out and find interested parties in a wide range and “feed” microsites and/or HOSPITAL.ORG

• Low Security• Highly Targeted• Capture ID & Permissions

LANDINGPAGES

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Digital Media Patient Acquisition Path

Web-basedBanner ads

Cross-marketing

TraditionalAdvertising

EventsPay-Per-Click

& SEOSocial Media

Inova SpineInstitute

Marketing& Patient

CRM Database

CONVERSION

Campaign Landing Pages(50,000 – 150,000 emails)

EngagementFunnel

Permission Email Correspondence& Communities of Interest

“Microsites”(richer ID data)

Active Engagement(Example Attend Class)

Level 1

Level 2

Level 3

Ortho/Neuro

CardiovascularServices

Sports Medicine

Oncology

Screenings & DiagnosticsEmployed

Physician Groups

• GI• Imaging• Cardio Vascular

• Joints• PT• Orthopedics

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• Birds of a feather flock together

• Conversations not marketing

• Conversions are the Holy Grail

• Focus teaching on one executive champion

Jeff’s Silver Bullets

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Digital Media Patient Acquisition Path

Web-basedBanner ads

Cross-marketing

TraditionalAdvertising

EventsPay-Per-Click

& SEOSocial Media

Inova SpineInstitute

Marketing& Patient

CRM Database

CONVERSION

Campaign Landing Pages(50,000 – 150,000 emails)

EngagementFunnel

Permission Email Correspondence& Communities of Interest

“Microsites”(richer ID data)

Active Engagement(Example Attend Class)

Level 1

Level 2

Level 3

Ortho/Neuro

CardiovascularServices

Sports Medicine

Oncology

Screenings & DiagnosticsEmployed

Physician Groups

• GI• Imaging• Cardio Vascular

• Joints• PT• Orthopedics

Hospital Interaction

Marked by some medical

event14

Mapping message to relevance and medium

Researching

Discovering

Opining

Little to NoEngagement

SomewhatEngaged

StronglyEngaged

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Case Studies

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28 Days of Heart Health

Goals:

– Increase transactions with targeted audience

– Provide a venue to highlight key physicians

– Create meaningful relationships with consumers and the brand

– Increase the number of real, identifiable permission contact points for future marketing opportunities

Email campaign - Feb 2010

Integrated marketing approach

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• 800 subscribers to email campaign (Feb 2010)• 93 signed up for "Personal Coach" programs• 800 physician profiles views• 143 attended physician lectures or classes• 121 forwarded daily email messages to friends• 118 watched videos on YouTube

Results:

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Stroke Heroes Awards

Goals:• Community recognition for

Stroke recipients• Gather testimonials• Permission marketing

Results:• 1200 page views (since May 1)

• Seven stroke hero nominations

• Numerous Facebook postings

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Bariatrics/Weight Loss Campaign

Goal: Drive online bariatric surgeries to enroll in seminars

Results

2737 page views (Sep 2010)

• $1,500 PPC ad spend

• 44 new seminar registrants

• ~ 11 surgeries as result of 1 month campaign

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Breast Cancer “Community of Interest”(Inova Breast Care Institute) - May 2010

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• To generate awareness of Breast Cancer Institute

• To engage community of interest around breast care

• To promote awareness of Institute’s doctors and services

InovaBreastCare.org Goals:

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• Create a mailing list for future IBCI promotion

• Drive attendance to events

• Cross promote IBCI website communities

• Highlight IBCI physicians

InovaLinkToPink.org goals:

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Results: • 300 subscribers to LinkToPink email (Oct 2010)• ~10,000 monthly page views to Microsite• 753 physician profile views per month• Average 20-30 Breast Care Navigator calls/emails per month• 150 requested ongoing monthly emails

Results:

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Uterine Fibroids Webinar

Results: • 28 people attended• 20 people watched

the live video stream• Numerous followers on

Twitter• 3 appointments made• 2000 page views/month

Goals: • Expand reach of existing seminars• Digital technology integration

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ED Wait Time app

Results: • 927 downloads• Valuable customer feedback• Article in Washington

Business Journal

Goals: • Provide access to ER

information to NoVa• Extend message of

transparency to community• Explore mobile strategy

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FourSquare mobile promotion

Results: • 4900 checkins over 15

locations• Valuable data on each location

Goals: • Promote Inova services to

mobile users • Employees, patients and

family members• Two Specials:

• Flu Shot Clinic• CarePages

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FourSquare mobile promotion

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Inova Health System & Darrell Green

Fit for 50Fitter. Stronger. Longer.

CampaignSep - Oct 2010

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• Establish Inova as the premier convener of the community around fitness and wellness

• Engage men/women ~ age 50 to become less sedentary and more active

• To promote Inova Health System’s multiple fitness & wellness programs

• To promote Inova physicians as Subject Matter Experts around fitness

FitFor50 goals:

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Campaign Homepage

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• Primary vehicle of communication is the website

• Blogs, Twitter, Facebook and email marketing

• Elements of website include…

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Set goals and track progress toward goals

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Daily video tips from Darrell & Inova Doctors

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Links to inova.org

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Make an Appointment

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Established Inova as the premier convener of the community around fitness and wellness

• 6,501 registrants (Sep - Oct 2010)

• 500 Facebook followers

• 5,289 updated records (1,748 entirely new records)

• Drove 300 participants to enroll in 8K fitness run

Fitfor50 Results:

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FitFor50.org digital analysis – user demographics

Age range

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FitFor50.org digital analysis

Virginia – top cities visited

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FitFor50.org digital analysis – offline/email promotion

WTOP Promotion

WTEM Promotion

Cox TV Spot

Cox Bill Stuffers

Metro signage

Pre-launch email #1

Pre-launch email #2

Pre-launch email #3

Launch date

Post-launch email #1

Post-launch email #2

Post-launch email #3

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• Experiment and demonstrate

• It’s OK to fail

• Align physicians to the digital channel

• Digital is absolutely measurable

• Data without action is useless

Chris’ Silver Bullets…