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Call Center Turned Strategic Patient Engagement Engine

Session 80, February 12, 2019

Tanya Andreadis, Associate Chief Marketing Officer, Penn Medicine

Amy Zylstra, Executive Director, Contact Center, Penn Medicine

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Tanya Andreadis, Associate Chief Marketing Officer, Penn Medicine

Amy Zylstra, Executive Director, Contact Center, Penn Medicine

Has no real or apparent conflicts of interest to report.

Conflict of Interest

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• Precision Marketing At Penn

• Personalized Experiences

• Reporting On Marketing Impact

• Greater Call Efficiency

• Partnership with Operations

• What We All Need to do More of…

• Questions

Agenda

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• Differentiate healthcare providers from the competition (including

non-traditional providers) based on world-class patient

experiences

• Explain how “whisper campaigns” provide call center agents

insights on why the patient is calling

• Identify criteria for assessing and selecting call center technology

that meets strategic patient engagement requirements

• Design a CRM-enabled contact center for personalized patient

experiences and improved engagement

• Analyze marketing and call center data in a single view to

understand the full impact and ROI of marketing’s patient

acquisition strategy

Learning Objectives

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Precision Marketing at Penn MedicineIntegrated Strategic Marketing

StrategyBrand

Business Growth

Engagement

Integrated

DataProvider

Demographics

Insurance Claims

Behavioral, Clinical

& Financial

Campaign

Response

TechnologyCRM/PRM

Marketing

Automation

Content

Managementt

InsightDashboards

Impact Assessment

Patient Preference

Revenue

Reconciliation

Results!

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INSIGHT: Better Customer Insights

– More data to understand customer segments

– Better understanding of the customer journey

– Ability to anticipate customer needs and develop relevant offerings

INTELLIGENCE: Understanding Marketing Effectiveness

– Tracking customer behavior

– Tracking of online and call center interactions and subsequent heath care transactions

– Understanding tactics that work best alone, or in combination with other tactics

EFFICIENCY – Cost and Resource Efficiency

– Trigger based communications

– Automated dashboards

– More qualified leads at a lower cost

– ROI forecast accuracy

Why Penn Invested in CRM & Analytics Platforms

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The Stages of Evolution

2010 2011 2013 2014 2015 2016

Functional

Redesign

Strategic and

analytical skill

set

CRM

PRMEvariant

PlatformDigital

Campaign13 campaigns Marketing

AutomationEmail nurturing

capability

Data

AttributionData integration

Sitecore

CMSLanding page

templates,

Speed to

market, Mobile

responsive

Contact

Center

IntegrationIntegrated

engagement

tracking

Infrastructure Process Redesign Integration Optimization Scale Optimization

2017

Enterprise

ExpansionCorporate

structure to

support users

across the

health system

2012

Data MartAdvanced

Analytics,

Dashboards,

Rigorous data

management

2018

CRM &

CMS

Upgrade

Scale,

Update

Systems

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CRM Enables PERSONALIZED EXPERIENCES

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When crafting a vision, start with a video

We Started with a Vision

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The Future

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Contact Center Screen Shot

Customer Service Reps can see the individual is interested in a Second Opinion and is ready to offer relevant information.

Online Activity Connected to Call

Landing Page Forms

A drop down menu with several options allows for individuals to chose a topic for the discussion.

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Reduce Anxiety and Provide Better Service

“The whisper campaigns make is so much easier for me to help people. I

like when I know why a caller is calling before we get connected. I can start the conversation with information instead of

from scratch. It makes a big difference!”

Anike, Call Center Representative,

Penn Medicine

Campaign Specific Phone LinesCampaign Specific Phone Lines

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Campaign Specific Phone Lines

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Don’t Let People Slip Through The Cracks!

We now send follow-up emails to individuals who request an appointment, but who do not actually come in

Neurosurgery, Cancer…For neurosurgery follow-up within 1 week.

Primary Care, Orthopedics…For primary care follow-up within 2 weeks.

Neurology, Rheumatology…For non-emergent or low access areas follow up within 30-60 days.

Calls Trigger Personal Follow-Up EmailsFOLLOWING UP RESULTS IN APPOINTMENT REQUESTS THAT COULD HAVE BEEN

LOST

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CRM ENABLES REPORTING ON MARKETING IMPACT

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18,355PATIENTS

30%NEW TO PENN

MEDICINE

8%Outside Regional

Market

6:1ANNUAL MROI

$200PER PATIENT

up 24%

16:1 MROIHighest Service

Line: Bariatrics

P A T I E N T S F R O M D I G I T A L C A M P A I G N S

18,000

50,498DIGITAL LEADS

46%REQUESTED TO

BE CONTACTED

48%Converted via a

Google PPC ad

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• All web forms mapped to CRM

• Contact Center Representatives work inquiry queue

• Email nurturing when there is no connection reporting

• Comprehensive reporting

Digital Lead Management

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All web forms mapped to CRM

Contact Center Representatives work inquiry queue

Email nurturing when there is no connection reporting

Comprehensive reporting

Digital Lead Management

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Urinary Incontinence Social Video

FIRST 2 WEEKS

12,000 Views

90% Completed Video

5 Guide Downloads

600 Calls (this was just the beginning!)

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Urinary Incontinence Facebook Posts

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CAMPAIGN HIGHLIGHTS

• Overall call volume increased 10% when the campaign was in market

• Big jumps in volume were attributed to social media activity

THE RESULTS

– 366 Digital Inquires

– 2,296 Call Inquires

– 29% Requested Appointment

– 65% New

– 73 Unique Patient Encounters

Direct Attribution to Campaign Tactics

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CRM ENABLES GREATER CALL EFFICIENCY

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Caller Information Populated

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Patient Demographics Immediately Visible

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Provider Search – Comprehensive Search Criteria

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Physician Profile

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Ease in Scripting Offers

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Custom Dashboards

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Dashboards on Agent Activity

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CRM OPTIMIZES PARTNERSHIP WITH OPERATIONS

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Contact Center Access Center DepartmentsCommunity Locations

Multiple Entry Points, No Data Sharing

Current State Penn Medicine Call Centers

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Work in Progress

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Process Flow for Digital Inquiries

Web Form Submitted

Email sent to patient

New Lead Info populates in CRM

Care Coordinator Logs into CRM and

views Lead Info

Coordinator Calls Lead

Does Lead Answer?

Does Lead Schedule Apt?

YES

Record Outcome in CRM

NO

YES

Record Outcome in CRM

ENDSet Reminder for Follow-up

Leave Message for Patient

Is Apt Scheduled in EPIC?

NO

Make 2nd Call END

NO

YES

Record Outcome in CRM

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Physician Issue Management

This new initiative is current in-development to manage and distribute issue reports to departments and other leadership

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Case Management: Penn Global Medicine

1,300+ cases annually; 64% originate from a call or web form to the Contact Center

Contact Center nurse receives initial call and creates an “Inquiry” tagged as “global medicine”

Tag triggers a notification to a PGM case manager (using CRM for case management)

PGM creates a “case” and manages various steps to nurture lead

Case manager and Contact Center can share leads, make calls, add notes, assign tasks

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WHAT WE ALL NEED TO DO MORE OF…

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Offer More Than They ExpectOffer More Than They Expect

While you work toward your ultimate vision, start by helping your customer on every call:

• Registration for the patient portal

• Registration for text based appointment reminders

• Location based amenity information

• Health & Wellness newsletter

• Email summaries of call activities

• Emails with supportive health information, patient education, etc.

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Please remember to complete online session evaluation

Questions

Tanya Andreadis

ACMOtanya.andreadis@uphs.upenn.edu

Amy Zylstra

Executive Director, Contact Centeramy.Zylstra@uphs.upenn.edu