The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA.© 2016 Society for Healthcare Strategy & Market Development
Using Consumer Insights to Drive Strategic Communications
Presenter BioCaryn Klebba | Corporate Public Relations Director, NovantHealthCaryn Klebba is public relations director for Novant Health whereshe oversees external communications and social media for thehealthcare system. Before joining Novant Health in 2012, she wasNorth American director of corporate communications for ABElectrolux.Caryn has also served as corporate communications director forPulteGroup Inc., one of the nation’s largest publicly tradedhomebuilders, where she led corporate communications, internalcommunications, and public relations. Additionally, at SearsHoldings Corp., Caryn was the primary spokesperson for all brandsand products at Kmart Stores. She began her career as a bookeditor for Gale, now a Cengage company.Caryn holds a BA in Journalism from Michigan State University andis pursuing her MBA at the University of North Carolina at Charlotte.
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Presenter BioKatie Gillespie | Director of Internal Communication, NovantHealthKatie Gillespie is director of internal communication at NovantHealth. She joined Novant Health 13 years ago and has held avariety of roles within public relations and marketing. Katie hasvolunteered with The Junior League of Charlotte and served on theboard of Taylor’s Tale, a nonprofit that raises awareness of rarediseases.Katie is Tar Heel born and Tar Heel bred. She received a bachelor ofarts from the School of Journalism and Mass Communication at theUniversity of North Carolina at Chapel Hill. Katie earned a Master ofBusiness Administration from the McColl School of Business atQueens University in Charlotte. She is currently working on herMaster of Twin Parenting as Katie is the mom of almost 3-year-oldboy/girl twins and is expecting a second set of twins (identical girls!)later this year.
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Presentation overviewCorporate communications professionals play a key role in driving consumers to ahealthcare system, as well as improving employee engagement. This session will focus onusing data analytics and behavioral economics principles to drive messaging andcommunications strategy. Novant Health will share case studies of strategiccommunications programs they have conducted, data analytics tools used to ensuremessaging is on track, and explain how communications work fits into the larger marketingmedia mix model to support patient acquisition while simultaneously impacting the cultureof the system.
Behavioral economics is the study of how social, cognitive and emotional factors impactthe economic decisions of individuals and institutions. Said another way, it’s insight onhow individuals and groups make choices.
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http://en.wikipedia.org/wiki/Behavioral_economics
Learning Objectives:
1. Describe a corporate communications model for delivering sustainablecompetitive advantage in the era of healthcare consumerism.
2. Understand how the principles of corporate communications can creategreater internal and external engagement.
3. Describe the use of data analytics and behavioral economics principles todrive messaging and communications strategy.
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The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA.© 2016 Society for Healthcare Strategy & Market Development
Using data to drive internal communication success
The foundation of a measurement program
Quantitative insights – Page visits– Click data– Open rates– Surveys
Qualitative feedback– Survey comments– Focus groups– Rounding– Communication council
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Leaders’ Digest
• Distributed every Monday to all managers and above
• “Action items” spotlight why it is important, how to complete and deadlines
• Average recipients: 1,336
• Average unique opens: 1,670
• Open rate: 100%
• Average repeat rate: 50%
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Team Connect – newsletter for all team members
• Emailed every Wednesday to all team members
• CEO blog is always at the top article
• “Action items” spotlight why it is important, how to complete and deadlines
• Number of recipients: 27,326
• 45% average open rate
• 42% average repeat rate
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How we measure at Novant Health
Bananatag:tracks e-newsletter open rates and click data
Bitly:tracks clicks on links in e-newsletters and on intranet
SharePoint analytics:provides click metrics
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Segment email lists to better understand your audiences
Leaders v. team membersInsight: Leaders read Team Connect.
Application: Avoid repetition of content in leader and team member publications.
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6/8/2016 7/13/2016 10/26/2016 5/17/2017 6/21/2017 9/20/2017
Leader/non open rates
Leader Non-leader
105% leaders 44% other team members
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Segment email lists to better understand your audiences
Clinical v. non-clinical team membersInsight: While non-clinical team members open and click through at a higher rate, clinical team members consistently read Team Connect.
Application: Continue strategy of sharing news through Team Connect and other channels.
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5/11/2016 9/14/2016 10/19/2016 11/30/2016 6/7/2017 9/6/2017
Clinical/non open rates
Clinical Non-clinical
31% clinical team members89% non-clinical team members
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Segment email lists to better understand your audiences Team members in different markets
Insight: Our Novant Health Medical Group team members read Team Connect even though they receive other publications
Application: Don’t need to duplicate content between Team Connect and Novant Health Medical Group publications.
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Eastern GCM GWSM NVA NHMG Corporate Contract
Open rates by market/job role
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Internal Communications 2016-17
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Jan Feb March April May June July Aug Sept
Impressions by month (Newsletters + intranet)
2016 2017
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I-Connect article Leaders' Digest Team Connect
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Total impressions 2016 - Sept. 2017
At a glance: Engagement is 1.4x higher in 2017 than 2016 All channel average:
~70,000 engagements/week 2016 ~100,000 engagements/week 2017
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Nursing 2017
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January February March April May June July Aug Sept
Clicks/reads by week
Team Connect
Leaders' Digest
I-Connect article
0 500 1000 1500 2000 2500 3000
DWTS Zweng video (2/20)
Protect me violence part 2 (9/25)
NCBON 2017 slate (7/17)
DWTS challenge 2 (2/20)
Meaningful activity kits (2/20)
100 days campaign (Feb.-March)
Care imperatives (9/18)
DWTS $10 challenge (1/23)
Tag, you're thanked! (5/8)
100 days - womens (Aug.)
Story: ERAS patient (8/14)
Nursing Team Week 2017 (5/1)
Protect me violence tips (8/7)
Voalte (6/26)
Resiliency training (7/31)
Story: MAK cards (8/14)
Top articles/links
I-Connectarticle
Leaders'Digest
TeamConnect
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2016 and 2017
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HR Internal Communications 2017
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January February March April May June July
Clicks and reads by week
Team Connect
Leaders' Digest
I-Connect article
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Number of articles by topic
0 5000 10000 15000 20000 25000
Mark - Bernard McCoy
Bonus FAQ
100 days campaign
The Work Number
W-2 online consent
W-2 view and print
HR-Connect
Market pay TM memo
Fidelity workshops
Market pay leader memo
06/05 blog (People credo)
Healthcare Week 2017
Career path planning program
Mark recipients
04/03 blog (Mark)
02/13 blog (bonuses)
Market pay increases
Top articles/links
I-Connect article Leaders' Digest Team Connect
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Keeping our finger on the organization’s pulseCommunication Council400+ team members actively share feedback
All shifts (corporate, acute care and practice-based team members)
Clinical and non-clinical (including physicians, nurses and support staff)
Focus GroupsPiggyback on existing meetings
Great opportunity to educate about IC program
RoundingUse paper surveys
Provide goodies!
SurveysFree electronic survey tool
Give prizes!
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Key learnings from data monitoring
“What’s in it for me?”
Money!
Deliver “Fs” to bring your A game: Free, fun, friends and FIRED
Witty headlines work – take risks if you know your audience
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Headline fun: What we need to say vs. what they want to read
Shark week comes early for one EMT
Where the cookies went
Why Linda Smith never replied to your email
See which kitchen fav is actually foul
Left lung, right?
How we met over a measles outbreak
Selfie (stick) yourself
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Digital signage
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Team member feedback validates the benefits.
Two months into the pilot:
92% strongly agree or agree that digital signage is a valuable communication tool at NHBMC
Awareness of communication priorities has increased among team members
0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%
100.00%
March (Pre-Installation)
June (Post-Installation)
The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA.© 2016 Society for Healthcare Strategy & Market Development
Applying insights to public relations
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Know your audience
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Note: Numbers represent ABC, CBS, Fox and NBC affiliates for the four sweeps – February, May, July and November. In 2009, local television audiences were measured in March rather than February because of the scheduled transition to digital television. Therefore, the 2009 average includes March instead of the traditional February sweep. The morning news time slot includes newscasts that air from 5 a.m. to 7 a.m.; early evening time slot includes newscasts that air from 5 p.m. to 7 p.m.; late night time slot includes newscast that air from 11 p.m. to 11:30 p.m.Source: Pew Research Center analysis of Nielsen Media Research data, used under license.
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If media is on the decline, how do we reach our consumers?
“In 2016, Americans express a clear preference for getting their news on a screen – though which screen that is varies. TV remains the dominant screen, followed by digital. Still, TV news use is dramatically lower among younger adults, suggesting further shake-ups to
come.” – Pew Research
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Become the news room
Healthy Headlines
Reactive Media
Requests
Media Pitching
Social Media
Newsletters
Issues Management
Press Releases
Editorial Content
(Advertorials)
Thought Leadership
Internal Communications
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The art of storytelling applied to support, reflect and build the Novant Health brand Internal communications
Social media
Marketing e-newsletters
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Extend the reach of our stories through owned channels like social media & internal communicationsSocial media allows us to:
Extend reach of Novant Health brand and test different headlines that attract people to read our information.
Share positive stories about happenings at our facilities.
Connect people to Novant Health providers.
Engage core marketing segments in what we’re doing.
Drive website traffic.
Participate in the online conversations already taking place about us (positive and negative).
– Quickly address patient concerns shared with us.
– Correct misinformation.
We meet people where they are.
We know who follows us and the types of content they like most.
We know where our followers are and tailor our posts to target specific audiences and geographic markets.
We know when our followers are online and post new content when they are most likely to interact with us.
We adjust our social media strategy as needed, according to the abundance of data that we collect and analyze.
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Writing for behaviors
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Headlines and content influence choices – applying behavioral economics to our writing
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Changing the headlines drove engagement914 people reached organically13 engagements10 post clicks
2,533 people reached (organically)31 engagements22 post clicks
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Use of organic reach and engagementsA/B testing also enables us to share the same story multiple times
2,411 people reached30 engagements31 post clicks
1,601 people reached13 engagements14 post clicks
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And try different variables on the same article
864 people reached8 engagements14 post clicks
1,664 people reached23 engagements16 post clicks
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Taking it a step further, we apply the principles to A/B testing in social media to drive engagement
Three Facebook ads were published at the same time to increase reach, awareness and registrations for Sweet Retreat. Note the A/B tests for each variation above.
A
B
Variation 1 Variation 2 Variation 3
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Results of Sweet Retreat registration campaign
100KReach
Measure Results
3.7K
751
$0.28
Engagements
CPC
This version outperformed the other two variations and achieved 3,770 engagements with a reach of 100,804. This specific ad generated 751 complete registrations using the Facebook pixel tracking on the Sweet Retreat page.
Complete Registration
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Results of Sweet Retreat registrations
11KReach
Measure Results
216
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$1.08
Engagements
Complete Registration
CPC
Out of the three ad variations, this one had the lowest performance. The ad was canceled and budget was reallocated.
The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA.© 2016 Society for Healthcare Strategy & Market Development
Public relations as a part of the marketing mix
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Patient volume is compared to a number of explanatory variables to identify possible correlationsMarketing• TV (by campaign)• Print (by type)• Radio (by campaign)• Direct mail• Email blast• Text (Search) ads• Display ads• Facebook ads• Facebook site• Public Relations
Access• Clinic count • Hospital openings
Non-MarketingFollow-up visits
UnaccountedAll other variables not directly included in the model are part of base volume:
• Existing brand perceptions• Competitive forces• Regulatory/payor environment• Pandemics
External Events• Weather events• Holidays weeks
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Total Patient Volume
Time
Patie
nt v
olum
e
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…this combined with the ‘funnel effect’ led to hospital volume growth
Source: Marketing Mix Model (results are based on data for 4/15/2013 through 7/3/2016)43
“Reinventing ….” “Michael Jordan” “We are listening” “We hear you” “Access/Stethoscope”
All markets:Hospital patient volume
(cases)
“Person, not patient”
Launched 5/16/2016
Base period: 4/15/2013 - 6/22/2015 New campaigns: 6/27/2015 - 7/3/2016% Cases Revenue % Cases Revenue
Total 2,392,434 $5,347,239,629 Total 1,212,467 $2,755,373,306Base: 77.2% 1,846,959 $4,128,068,994 Base: 69.9% 847,514 $1,926,005,941Marketing: 9.6% 229,674 $513,335,004 Marketing: 10.9% 132,159 $300,335,690
Advertising: 6.3% 150,723 $336,876,097 Advertising: 7.6% 92,147 $209,408,371PR: 2.7% 64,596 $144,375,470 PR: 2.6% 31,524 $71,639,706Social Media (earned): 0.6% 14,355 $32,083,438 Social Media (earned): 0.7% 8,487 $19,287,613
Follow-up visits: 4.2% 100,482 $224,584,064 Follow-up visits: 4.6% 55,773 $126,747,172Facilities: 9.0% 215,319 $481,251,567 Facilities: 14.6% 177,020 $402,284,503
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% Contributed
% Invested
6/29/15 to 06/27/16 annualized revenue contribution
4/15/13 to 06/22/15 annualized revenue contribution
TV
Radio
Digital
Email Direct Mail
PR
TV Base period
Radio Base period
Print Base period
Digital Base period
Email Base period Direct Mail Base period
PR Base period
-10%
0%
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50%
60%
70%
-10% 0% 10% 20% 30% 40% 50% 60% 70%
All Markets: Hospital Cases
Our media channel adjustments improved overall mix performance and contributed more revenue
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Thank you
Using Consumer Insights to Drive Strategic Communications Presenter BioPresenter BioPresentation overviewLearning Objectives:Using data to drive internal communication successThe foundation of a measurement programSlide Number 8Slide Number 9Slide Number 10Leaders’ Digest Team Connect – newsletter for all team membersSlide Number 13Slide Number 14Slide Number 15Slide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20Slide Number 21Slide Number 22Slide Number 23Slide Number 24Applying insights to public relationsSlide Number 26Slide Number 27Slide Number 28Slide Number 29Slide Number 30Slide Number 31Slide Number 32Slide Number 33Slide Number 34Slide Number 35Slide Number 36Slide Number 37Slide Number 38Slide Number 39Slide Number 40Public relations as a part of the marketing mixSlide Number 42Slide Number 43Slide Number 44Slide Number 45