Empired convergence 2017 - Data as your Most Strategic Asset

UNLEASH YOUR DIGITAL ENTERPRISE

Using data to drive growth and change

In this session you will learn how Empired has helped

organisations to get to know their customers and members

better by analysing data. This solution helps you use data in an

intelligent way to better understand your customers and

members and how you should be communicating with them to

help drive growth.

Use it to drive customer intimacy, improve retention and

promote advocacy.

All marketers want to be

DATA-DRIVEN…

…but many are NOT COLLECTING the

data they need.

Marketing ROI in the Era of Big Data: 2012 BRITE-NYAMA Marketing Measurement in Transition Study

David Rogers and Prof. Don Sexton, Columbia Business School

believe successful brands

use data to drive marketing

decisions

91%say their own company’s

data are collected too

infrequently

39%


Pacific Smiles Group

Transforming while performing

✓ Retention

✓ Loyalty

✓ Advocacy

✓ Cross/Upsell

✓ Customer Intimacy

DIGITAL

Dynamics DATA

Customer

Experience

Customer

JourneyPersonas

User

Experience

Marketing

Automation

Integration

Modern Apps

Security

Cloud Platforms

Manage Services

Productivity

Content Mgt

Mobility

BIMODAL TRANSFORMATION

HISTORY OF PACIFIC SMILES GROUP

OUR TRUE

PURPOSE

To improve the oral health

of ALL

Australians to world’s best

OUR TRUE PURPOSE FACTS

How we’ve helped shape Australia’s oral health in the last 12 months

ABOUT PACIFIC SMILES

OPEN 7 DAYS

A WEEK WITH

EXTENDED

HOURS

RANGE OF

SERVICES

FROM

CHECKUPS TO

ORTHODONTICS

PRIVATE

HEALTH

INSURER

PREFERRED

PROVIDER

NET PROMOTER

SCORE

>70

CONVENIENT

LOCATIONS

ACROSS

NSW, QLD, VIC &

ACT

70DENTAL

CENTRES

DENTIST

CLINICAL

INDEPENDENCE

ONLINE

BOOKINGS

Procurement

• Inventory management

• Negotiations with suppliers, logistics, accounts payable

Training and Development

• Graduate Development Programme

• Inspire Dentist Conference

• Mentoring

Private Health Insurer Relationships

• Co-ordinate and administer Preferred Provider Agreements

• Special marketing collaborations with selected insurers

Administration and Compliance

• Corporate and centre based administrative services

• Policies and procedures for compliance

Staffing

• Over 800 staff including nurses, receptionists, centre managers, administration and

senior management

Clinical Oversight

• Dental Advisory Committee

• Incident reporting, monitoring, benchmarking, feedback

Pacific Smiles

Dentists

Patients

~ 343 dentists

• No term contracts or upfront payments

• Dentist pays Pacific Smiles a service fee

• Dentist retains clinical decision making

• Range of dentist age profiles, experience and backgrounds

• Patient satisfaction evaluated through post visit surveys (Net

Promoter Score)

Services &

Facilities

Marketing and Retention

• Local and regional brand marketing

• Patient communication and engagement between appointments

~ 594,000 patient visits per annum

• 76% general dentistry, 24% “high value”

• Demographic is “middle Australia”

• 75% of patients privately insured

Service Fee

Quality

assurance

Serv

ice

Fe

es

Private Health

Insurers

Facilities

• Fit-out and operate modern, high quality dental centres

• Ongoing facility maintenance

IT and Systems

• Practice management software and reporting

• IT systems and support

KEY ELEMENTS OF THE BUSINESS MODEL

OUR COMPETITIVE ADVANTAGE

DENTAL CENTRE NETWORK

Currently 70 dental centres in total, of which 62 are branded Pacific

Smiles Dental and 8 are branded nib Dental Care Centre

Queensland

New South Wales

Australian Capital Territory

Victoria

Bribie Island

Brisbane CBD

Browns Plains

Burleigh Heads

Capalaba

Deception Bay

Helensvale

Morayfield

Mt Ommaney

Mt Gravatt

North Lakes

Redbank Plains

Strathpine

Belmont

Belrose

Bateau Bay

Blacktown

Brookvale

Campbelltown

Charlestown

nib Chatswood

Erina

nib Erina

Forster

Gladesville

Greenhills

nib Glendale

Jesmond

Kotara

Lake Haven

Marrickville

Morisset

Narellan

nib North Parramatta

Parramatta

Penrith

Queanbeyan

Nowra

nib Newcastle

Rutherford

Salamander Bay

Singleton

nib Sydney

Toronto

Town Hall

Tuggerah

Wagga Wagga

Warilla

nib Wollongong

Belconnen

ManukaTuggeranong

Woden

Point Cook

Ringwood

Sale

Torquay

Traralgon

Warragul

Waurn Ponds

Werribee

Bairnsdale

Bendigo

Cranbourne Park

Drysdale

Melbourne

nib Melbourne

Melton

Mill Park

Mulgrave

TRACK RECORD OF SUCCESS

• Improved accuracy

• Timely information

• Resource shift to interpretation and value add

• Adhoc analysis

• Responsive to market and customer changes

• Reduction in time maintaining integration points

• Increased opportunities to reduce costs and improve productivity

• Common view of data

• High-quality data to support enhanced business performance

Recurring headaches

about reporting

Integration hassles

Manual processes that drain time and

resources

Rigid systems that

limit flexibility

CONSTRAINTS OF INADEQUATE SYSTEMS

Benefits Benefits

• What processes are scalable?

• What processes are be under pressure?

• Can we ‘understand’ the business the same way?

• Do we have the right systems / infrastructure?

THINK LIKE 100

THE PSG JOURNEY

THE PSG DATA JOURNEY

THE PSG DATA JOURNEY

• 70+ dental centres, growing 10/year

• Quantum of data: 1.2m patient records, 20.5m appts

• 490 hours/month spent on standard reporting

• Massive potential of untapped information: Is an ad-hoc

report worth pulling someone off their job for a day?

NEEDED A DATA WAREHOUSE SOLUTION

Found press release where similar work performed for a competitor

In their case, aggregated practice management system financial

data only

Spoke with this vendor, solution costly, proprietary

COMMENCED SEARCH FOR PARTNER

Found Empired

Positive references

Microsoft accolades

Microsoft supplier as well as partner

BACK TO THE SEARCH

Empired team gave confidence each step:

They understood what we wanted

They knew how to do it

They’d done it before, it was like riding a bike for them

EMPIRE ENGAGEMENT

THE SOLUTION

THE SOLUTION

THE SOLUTION

THE SOLUTION

Have a single data warehouse

All our practice data in our repository

Can query this in milliseconds, not hours

WHERE ARE WE AT?

Ongoing work on transformed data model, and

operational and financial dashboards

To be delivered within November

WHERE ARE WE AT?

More!

More dashboards and visualisations

More employee self-service to information

More future opportunities – machine learning, algorithmic decision

making, etc.

NEXT STEPS

• Scalable systems and processes to take us to 250

centres, maintaining staffing levels within best practice.

• Agility and responsiveness to our customers.

• Greater insights to build customer loyalty and create

raving fans.

• High-quality information and reporting to support

enhanced business performance.

WHAT DOES THIS MEAN FOR PEOPLE?


Aussie Farmers Direct


✓ Retention

✓ Loyalty

✓ Advocacy

✓ Cross/Upsell


DIGITAL

Dynamics DATA

Customer

Experience

Customer

JourneyPersonas

User

Experience

Marketing

Automation

Integration

Modern Apps

Security

Cloud Platforms

Manage Services

Productivity

Content Mgt

Mobility

BIMODAL TRANSFORMATION


✓ Retention

✓ Loyalty

✓ Advocacy

✓ Cross/Upsell


DIGITAL

Dynamics DATA

Customer

Experience

Customer

JourneyPersonas

User

Experience

Marketing

Automation

Mode 2 – Agile, innovative customer enlightenment

Mode 1 – Reliable, incremental modernization

Buying Cycles

Awareness Consideration Intent Support Loyalty Advocacy

Point of

purchase

1. Driving consideration to purchase to increase sales


2. Driving repurchase to increase lifetime value of a consumer


3. Driving loyalty to create advocacy


Empired convergence 2017 - Data as your Most Strategic Asset

Technology