Health System CRM the Vision of 1-to-1 Marketing in Healthcare

CRMThe 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.

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

$25M to $100M

$100M to $500M

$500M to $1B Over $1B0%

10%

20%

30%

40%

50%

60%

70%

Share of Health Systems Who Have Deployed a Hospital Grade CRM System vs. Size of the

Hospital System

Media Budget

13%

39%

48%

Changes in Traditional Media Budgets

Increasing

Decreasing

Remaining about the same

82%

39% 13%

Changes in Digital Marketing Budgets

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

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 SystemAbout the System:

8 hospitals in the system, 2 clinics and 1 hospice facility12,000+ employees100+ licensed bedsMember of one of the largest faith-based, non-profit health systems in the United StatesAlready 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

CR

CRM vs. CRM Analytical

Data Source

Patient Profiles

Heat Maps

Lead, Conversion, Sale

Type of Service

Contact Tracking

CRM Systems

Data receptacle and analyzer

Predictive modeling

Patient value and life span

Heat mapping/competitive analysis

Procedure profitability analysisProcedure ROI by patient and payerProspective patient modelingControl group analysisDirect connection to automated response mechanisms.

CRM Analytical Systems

Moving the Mark …

CRM

Know your Patients

Integration of Data Sources

Tracking all Touch Points

Data Driven Strategies

Clinical Records

Billing Records

Call Center

Market Intelligence

Web & Social Data

Link

Scrub

Standardize

Group by Household

Integrate and Connect Silos

PatientFocused

Data Warehouse

Marketer

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.

Patient-Centric Marketing

Health Engagement Cycle

Worried

Well

Info Seeker

s

Treatment

Seekers

Provider

Seekers

“Hot Prospects”

Patients

Advocates

Moving toward patient-centered engagementaligned with key service lines

Patient-Centric Targeted Marketing

Worried

Well

Info Seeke

rs

Treatment Seeke

rs

Provider

Seekers

“Hot Prospects”

Patients

Advocates

Orthopedics/Sports Medicine

The overall goal is to target prospective patients with relevant content and tools throughout the

engagement cycle

Patient-Centric Message Maps

Define your content by:• Target audience• Decision cycle• Key goals to influence

Sample Campaign

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

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.

Multi-channel Lead Generation

Key MeasurementsEvents: 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

ConsiderationsOrganizational Goals

Service line growth strategies & objectives

Infrastructure and processes

Staff training and expertise

Who to InvolveMarketing

IT

C-Suite

Patient Experience Teams

Business Development

Service Line VPs or Directors

Communications

Questions?