Date post: | 30-Nov-2014 |
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Marketing |
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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?