Finding New Value in CRM

copy2013 The Advisory Board Company bull advisorycom

Finding New Value in CRM Building Loyalty and Managing Population Health

Marketing and Planning

Leadership Council

copy2013 The Advisory Board Company bull 28008 advisorycom

LEGAL CAVEAT

The Advisory Board Company has made efforts to verify the accuracy of the information it provides to members This

report relies on data obtained from many sources however and The Advisory Board Company cannot guarantee the

accuracy of the information provided or any analysis based thereon In addition The Advisory Board Company is not in

the business of giving legal medical accounting or other professional advice and its reports should not be construed as

professional advice In particular members should not rely on any legal commentary in this report as a basis for action or

assume that any tactics described herein would be permitted by applicable law or appropriate for a given memberrsquos

situation Members are advised to consult with appropriate professionals concerning legal medical tax or accounting

issues before implementing any of these tactics Neither The Advisory Board Company nor its officers directors

trustees employees and agents shall be liable for any claims liabilities or expenses relating to (a) any errors or

omissions in this report whether caused by The Advisory Board Company or any of its employees or agents or sources

or other third parties (b) any recommendation or graded ranking by The Advisory Board Company or (c) failure of

member and its employees and agents to abide by the terms set forth herein

The Advisory Board is a registered trademark of The Advisory Board Company in the United States and other countries

Members are not permitted to use this trademark or any other Advisory Board trademark product name service name

trade name and logo without the prior written consent of The Advisory Board Company All other trademarks product

names service names trade names and logos used within these pages are the property of their respective holders Use

of other company trademarks product names service names trade names and logos or images of the same does not

necessarily constitute (a) an endorsement by such company of The Advisory Board Company and its products and

services or (b) an endorsement of the company or its products or services by The Advisory Board Company The

Advisory Board Company is not affiliated with any such company

IMPORTANT Please read the following

The Advisory Board Company has prepared this report for the exclusive use of its members Each member acknowledges and

agrees that this report and the information contained herein (collectively the ldquoReportrdquo) are confidential and proprietary to The

Advisory Board Company By accepting delivery of this Report each member agrees to abide by the terms as stated herein

including the following

1 The Advisory Board Company owns all right title and interest in and to this Report Except as stated herein no right license

permission or interest of any kind in this Report is intended to be given transferred to or acquired by a member Each member

is authorized to use this Report only to the extent expressly authorized herein

2 Each member shall not sell license or republish this Report Each member shall not disseminate or permit the use of and

shall take reasonable precautions to prevent such dissemination or use of this Report by (a) any of its employees and agents

(except as stated below) or (b) any third party

3 Each member may make this Report available solely to those of its employees and agents who (a) are registered for the

workshop or membership program of which this Report is a part (b) require access to this Report in order to learn from the

information described herein and (c) agree not to disclose this Report to other employees or agents or any third party Each

member shall use and shall ensure that its employees and agents use this Report for its internal use only Each member may

make a limited number of copies solely as adequate for use by its employees and agents in accordance with the terms herein

4 Each member shall not remove from this Report any confidential markings copyright notices and other similar indicia herein

5 Each member is responsible for any breach of its obligations as stated herein by any of its employees or agents

6 If a member is unwilling to abide by any of the foregoing obligations then such member shall promptly return this Report and

all copies thereof to The Advisory Board Company

2

Project Director

Anna Yakovenko

Contributing Consultant

Emily Zuehlke

Design Consultant

Nini Jin

Practice Manager

Alicia Daugherty

Marketing and Planning Leadership Council

Managing Director

Shay Pratt

copy2013 The Advisory Board Company bull 28008 advisorycom 3

Table of Contents

Executive Summary 7

Marketing Goals Expanding Under Population Health 9

Refining Segmentation Parameters 15

Customizing Content and Modality 23

Pinpointing Delivery Opportunities 33


The Marketing and Planning

Leadership Council has developed

numerous resources to help marketing

leaders develop successful consumer

marketing strategies All of these

resources are available in unlimited

quantities through your Marketing and

Planning Leadership Council

membership

To Order via Advisorycom

To order copies of these and other Marketing and Planning Leadership Council

presentations please visit our website advisorycommplcpublications

Available Within Your Marketing and Planning Leadership Council Membership

Capturing ROI on Social

Media Outreach

Webconference details new metrics for

evaluating social mediarsquos impact on

population health management goals

and profiles how leading organizations

are elevating social media ROI

Marketing 2020

Webconference covering the new risks

rules and roles facing marketing

departments as a result of new payment

models demographic changes

increased physician employment and

shifting referral streams

Representative Resources for Consumer Marketing

Engaging Patients in Primary Care

Publication outlining strategies for

using marketing techniques to build

patient loyalty and care compliance

Precision Marketing

Guide compiling resources for

targeting tailoring and measuring ROI

of consumer outreach best practices

Marketing Primary Care

Publication exploring how to raise

patient awareness of primary care by

elevating facility and provider visibility

streamlining access points and

highlighting care quality and service

Case Studies of CRM

Implementation Use and ROI

Brief offering representative case

studies that profile the efforts of

progressive providers to overcome

implementation hurdles and adopt

best practices to establish marketing

ROI utilizing CRM systems


In addition to the resources available

through the Marketing and Planning

Leadership Council membership The

Advisory Board Company offers

Crimson Market Advantage

Crimson Market Advantage leverages

total market visibility to strategically

drive referral-based growth

strengthen physician loyalty and

improve physician alignment

5

Beyond the Marketing and Planning Leadership Council Crimson Market Advantage

Contact Us

For more information on how you can

use total market visibility to improve

physician referral management at your

hospital or health system please visit

our website advisorycomtechnology

crimson-market-advantage

Or email us at crimsonadvisorycom

Case Study Using Referral Analytics to Drive a $5M+ Growth Initiative

bull Two-hospital market in the Northeast

bull Hospital ldquoArdquo invested in a large liaison programmdash4 FTEs large marketing budget

bull Hospital ldquoBrdquo focused on data and analytics working with a smaller outreach staff

Target

PCPs

Target

Splitters

Target

Employed

Physicians

Ancillary

Business

Growth

Target

$067M

$223M

$131M

$092M $513M Hospital Arsquos

growth projection

was flat while

Hospital B

developed an

18-month $5M+

referral-based

growth initiative

Crimson Market Advantage provides the technology expertise and staff to help identify the top-

referring PCPs and specialists in your market Grounded in best-practice research our business

intelligence technology solution quickly and accurately identifies potential sources of growth

bull Identify top growth opportunities at the individual physician level

bull Capitalize on total market visibility to achieve first-mover advantage within key service lines

physician groups and geographic regions

bull Investigate out-of-network referral chains to steer market expansion efforts

bull Quantitatively measure physician loyalty to manage essential relationships over time

Hospitals are leveraging our novel physician network analytics to

Expanding the Physician Referral Network


Advisors to Our Work

With Sincere Appreciation The Marketing and Planning

Leadership Council is grateful to the

individuals and organizations that

shared their insights analysis and

time with us We would especially like

to recognize the following individuals

for being particularly generous with

their time and expertise

Banner Health

Phoenix AZ

Michelle Witte

Cleveland Clinic

Cleveland OH

Paul Matsen

Sylvia Morrison

George Fay

Sunny Lu

Gundersen Health System

La Crosse WI

Pamela Maas

Indiana University Health Goshen

Goshen IN

Larry Brooks PhD

Deb Stacks

Kaweah Delta Health Care District

Visalia CA

Dru Quesnoy

Tea Leaves Health

Roswell GA

James Schleck

Vanguard Health Systems

Nashville TN

Devin Carty

Virtua

Marlton NJ

Jane Yepez


Executive Summary

Finding New Value in CRM

Source Marketing and Planning Leadership Council interviews and analysis

Nine Tactics for Using CRM to Build Loyalty and Manage Population Health

Under risk-based reimbursement models providers face new goals of gaining and retaining patient loyalty delivering improved clinical outcomes for patients

and reducing total costs of care With their deep expertise in behavior change hospital and health system marketers are well positioned to support these new

goals through effective patient communications and education However driving patient engagementmdashboth cross-continuum loyalty and care compliancemdashwill

require a more persuasive responsive and efficient outreach approach To facilitate this personalization and efficiency marketers are turning to Customer

Relationship Management (CRM) systems to elicit stronger patient response rates resulting in improved patient engagement and loyalty Still to be effective

even those providers who already use a CRM system must make significant changes in their CRM strategy The following nine tactics outline how progressive

institutions have adapted their CRM-enabled strategy to hone patient targeting enhance message tailoring and automate communication timing to reach care

management goals and show returns in both fee-for-service and risk-based reimbursement environments

1 Identify patients under risk-based reimbursement for care

management messaging All providers assume some financial risk for a

subset of their patient pool such as hospital employees uninsured patients

or ACO participants Identifying these individuals with CRM systems allows

marketers to target the groups whose health outcomes affect reimbursement

for care management messaging

2 Segment the patient pool by health risk status to help prevent risk

escalation CRM systems can use clinical and consumer data to target

rising-risk patients for enhanced primary care and low-risk patients for

preventive care services to reduce risk factors for both groups

3 Target household health managers to incite action Many families

have a designated health care decision makermdashoften the oldest femalemdash

who can influence behavior change on a household level CRM systems can

track and adapt to changes in decision-maker status and create customized

messages for the family group

4 Personalize communications using psychographic variables to

improve response rates CRM systemsrsquo ability to automate tailoring of

message content and style on an individual level creates psychographically

and demographically relevant materials to which patients are more likely to

connect and respond

5 Tailor perceived sender to leverage physician relationships and

brand equity Some providers have found that communications sent from

clinicians instead of the hospital increases patient compliance with a

message CRM systems can match patients to their physicians to customize

outreach

6 Communicate with patients through their preferred channel to

increase receipt rates and gather additional data As patient attention

continues to shift toward digital platforms CRM systems can predict and

track patientsrsquo communication channel preferences ensuring that messages

are sent through the channelmdashbe it email text print mail Facebook or other

expanding modalitiesmdashor channels that a patient is most apt to check

increasing receipt and response rates

7 Automate responsive messaging to reinforce or reform an

individualrsquos health-based behavior CRM algorithms can enable

immediate responses to time-sensitive behavior-based triggers By

recognizing a wide range of patient actions this CRM function enables

marketing departments to encourage or modify patient behavior

8 Track care pathways to automate timely communication and care

management By predicting a patientrsquos care trajectory CRM systems can

send critical care management reminders at preset clinically-based trigger

points to keep patients engaged

9 Reactivate lapsed patients to maintain engagement and minimize

reimbursement risk CRM systems can track time since a patientrsquos last

system activity and generate automatic reminders for patients who have

disengaged



Marketing Goals Expanding Under Population Health


Providers Seeking Marketersrsquo Support in Population Management

With the shift to value-based

reimbursement models providers are

re-evaluating their marketing goals

and underlying strategies Rather than

focusing predominately on increasing

volumes for high-margin primarily

inpatient procedures progressive

organizations are charging their

marketing departments with growing

and retaining population share and

supporting organization-wide

population health goals

Accordingly marketing departments

will increasingly be asked to leverage

their behavior change expertise to

support appropriate utilization

enhance patient engagement and

reduce cost of care

Marketing Goals Expanding Under Value-Based Competition


Grow Revenue

bull Drive latent demand for most

profitable procedures

bull Position institution as first

choice provider for procedural

volumes among commercially

insured populations

bull Help patients navigate within

service line to protect referral

chains and build loyalty

Support Population Management

bull Discourage inappropriate facility

utilization

bull Prevent avoidable acute care

utilization

bull Identify and target at-risk

patients for care management

bull Improve engagement

bull Support patient self-

management

ldquoWe think that it will be so much more valuable for us as an enterprise to do both

marketing and care management together We donrsquot want to create the isolated

function of marketing anymore Itrsquos not a good return on our investment in our minds

We want to become overall care managers in the continuumrdquo

VP Marketing and Outreach

Health System in the South

rdquo

Increase Population Share

bull Drive primary care utilization for

patient panel attribution share

capture and share protection

bull Help patients navigate full

continuum of care to build

loyalty

bull Build relationships with

employers

Fee-for-Service

Value-Based Competition


Communications Must Shift Across Multiple Attributes With these new goals aimed at

building loyalty and supporting

population health management

efforts marketers face a shifting set of

demands Rather than using outreach

to entice individuals to consume

specific high-margin services

marketing must educate and motivate

entire patient populations to engage in

health improvement and management

and care compliance

Accordingly communications must be

geared to care for patient populations

and promote coordination across the

care continuum and system offerings

Further with the need for complex

behavior change marketing materials

should become more persuasive and

accessible through a multitude of new

channels to encourage increased

patient involvement Finally

messaging must become more

frequent and be driven by patient

needs allowing marketers to provide

reinforcing communications that

prompt appropriate patient behavior

In turn these new demands

emphasize the need for outreach to

be even more coordinated efficient

persuasive accessible frequent and

responsive than ever before

New Goals Require More Direct Nuanced Outreach Approach


Marketing for

Volume Growth

Marketing for

Share and

Population

Management

Necessary

Outreach

Attributes

Coordinated

Multi-

Focus

Promote

services across

full care

continuum

service lines

and care sites

Single

Focus

Promote single

service or

service line

Expanded

Targets

Expand focus to

populations

Efficient

Narrow

Targets

Primarily target

new patients

with the ability

to pay

Call to

Change

Inspire complex

behavior

change

Persuasive

Call to

Action

Instigate simple

actions

Multi-

Channel

Send messages

through

patientsrsquo

preferred

channels to

ensure

adherence

Accessible

Single

Channel

Communicate

via one method

Ongoing

Contact

Sustain

ongoing regular

communication

to reinforce

message

Frequent

One-and-

Done

Conscribe

campaign

timing to

strategic plan

Patient

Driven

Base

communication

on both

strategic goals

and patientrsquos

individual needs

Responsive

Institution

Driven

Ground

campaigns on

strategic plan

goals


To support organizationsrsquo ability to

communicate in this increasingly

nuanced manner a number of health

systems and hospitals have invested in

Customer Relationship Management

(CRM) systems

While not a prerequisite to marketing

success under risk-based contracting

a CRM system can drastically improve

outreach efficiency and effect by

bull Appropriately segmenting patient

populations for relevant

communication

bull Tailoring content and modality to

improve response and adherence

bull Automating outreach to ensure that

the timing of communications elicits

desired patient action

CRM Provides Support for New Marketing Approach

Key CRM Capabilities for Segmenting Customizing Timing

CRM Capabilities Outreach Characteristics

Aggregates information from across disparate

database systems such as claims EMR and

call center databases

Coordinated

Efficient

Utilizes predictive analytics to identify patients and

prospects most likely to need care and utilize

services identifies those under risk contracts

Segmentation

Persuasive

Uses patient demographics and psychographics

to customize message content matches patient

to clinician for communications

Accessible Integrates with digital mobile and social

communication channels adapts communication

channels to individualrsquos behavior pattern over time

Customization

Automates communication triggers based on

patient behavior Responsive

Activates communications and reminders based

on last appointment adapts frequency based on

patient characteristics

Frequent

Timing



However to be effective even those

providers who already use a CRM

system must make significant

changes to their CRM strategy As

more providers adopt population

health-driven CRM approaches

once-progressive organizations that

fail to adapt their methods may soon

find themselves behind the curve

First marketing must add and shift

segmentation variables By sectioning

the patient pool by health risk

financial status and other factors

marketers can reprioritize audiences

for new messaging goals

Rather than be broad and generic

message content must be tailored by

demographic and psychographic

variables to match patient needs and

personality to best promote care

compliance The probability of eliciting

a patient response also partly

depends on the providerrsquos ability to

reach patients through the

communication channels which

patients prefer meaning CRM

systems must integrate with

expanding communication platforms

Finally communication must now

detect and respond to lapses in care

compliance and to periods of patient

inactivity

Shifting CRM Strategy to Support Population Health Goals

CRM-Enabled Marketing Strategy

Target patients prospects

with propensity to utilize

and pay for service

Volume Payer-Mix

Targeting

Use demographic data

to tailor communications

send via mail campaigns

Demographically Tailored

Mail Campaigns

Time campaign based

on service line

provider needs

Institution-Driven

Outreach Schedule

Refine segmentation

parameters to target

patients prospects based

on health risk status level

of influence on family

care and risk contract

coverage

Expanded Segmentation

for Population Health

Customize content and

modality by personalizing

a messagersquos style

sender and channel

Increasingly Customized

Multi-Channel Communication

Pinpoint care delivery

opportunities by timing

communications based

on patient health needs

and in response to

specific behaviors

Patient Centered

Communication Design

Yesterday

Today



Nine Tactics for Using CRM to Build Loyalty and Manage Population Health This publication details nine

imperatives that marketers can use to

leverage their CRM systems to

achieve care management and cross-

continuum loyalty goals Each

imperative is supported by case

studies from leading health systems

that have used their CRM system to

refine segmentation customize

content and modality and pinpoint

delivery opportunities


Refining Segmentation

Parameters

I

Customizing Content and

Modality

II

Pinpointing Delivery

Opportunities

III

1 Prioritize New Patient Groups

Affecting Reimbursement

2 Use Analytics to Identify Rising-

Risk Patients

3 Enfranchise Health Managers to

Drive Family Care Compliance

4 Hone Personalization to

Facilitate Behavior Change

5 Position Clinician as Message

Author

6 Integrate with Digital Channels

for Outreach and Data Collection

7 Track Behaviors to Identify

Messaging Opportunities

8 Automate Outreach Along

Care Pathways

9 Customize Reactivation Using

Clinical Indicators



Imperative 1 Prioritize New Patient Groups Affecting Reimbursement

Imperative 2 Use Analytics to Identify Rising-Risk Patients

Imperative 3 Enfranchise Health Managers to Drive Family Care Compliance

Refining Segmentation Parameters

Section 1


Segment Targets Across Multiple Parameters Under Population Health Across the past decade hospital and

health system marketers have used

CRM systems to target outreach to the

current and prospective patients most

likely to need and be able to afford

specific health services However as

value-based reimbursement models

shift growth objectives marketers

must both narrow and shift their

targeting strategies by adding

segmentation parameters and

modifying criteria within existing

parameters Increasingly marketers

will segment by

bull Financial risk status to prioritize

patients for whom the institution

is financially at risk for

preventive care

bull Health risk status to prevent

escalation of health risk and

associated costs

bull Decision-maker status to improve

household-wide care engagement

and health

Redefining Segmentation Parameters to Support New Goals


Optimize financial

performance under risk-

based contracting

Prevent escalation of

health risk to avoid

unnecessary acute care

utilization

Engage all household

members in preventive

care and wellness

bull ACO patients for care

management

bull Patients for whom the

institution is at risk (ex

health system employees

Medicaid and uninsured

patients)

bull High-risk patients to

prevent acute episodes

bull Rising-risk patients to

keep them from becoming

high risk

bull Low-risk patients to

promote appropriate

utilization preventive

services affecting care

quality metrics

bull Household care manager

as proxy for patient when

appropriate

Ob

jecti

ve

Targ

et

Financial Risk Status Health Risk Status Decision-Maker Status


IU Health Goshen Flags ACO Patients for Health Education Preventive Services As providers assume risk for care

costs and outcomes marketers

should prioritize patients for whom the

organization is at risk to receive

preventive health and patient

engagement communications

For example Indiana University

Health Goshen is in the process of

gaining clinical buy-in for a CRM

functionality that flags ACO patients in

their CRM system1 and generates

personalized prescription lists for

each ACO patient Marketers will

include the list in a mailing

encouraging these individuals to

discuss drug interactions and generic

alternatives with their physician

Marketers may also wish to target

ACO patients with articles about

relevant health conditions

personalized screening and

immunization schedules and

reminders and applicable classes

1 Prioritize New Patient Groups Affecting Reimbursement

Identify ACO Participants to Support Care Management

Source Marketing and Planning Leadership Council interviews and analysis 1) ACO arrangements with CMS require the use of CMS-provided templates for communication and

health related and educational communications must be first approved by CMS

Case in Brief Indiana University Health Goshen

bull 123-bed hospital in Goshen Indiana part of 3541-bed hospital system

bull As an ACO wants to ensure that ACO patients are prioritized for care management

bull CRM will target ACO patients with personalized prescription list mailings will encourage

patient to discuss prescription management with doctor

Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons

Customizable Care Management

and Health Education Services

ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas

IU Health Goshenrsquos Segmentation Process

2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging


Algorithms Target Individuals to Improve Preventive Screening Rates Under value-based reimbursement

models all institutionsmdashregardless of

ACO statusmdasheffectively assume

some financial risk for select patient

groups CRM systems can be useful

tools for driving preventive and

chronic care utilization to minimize

unnecessary acute episodes

Gundersen Health System uses a

CRM system to increase utilization of

preventive services such as

mammograms with a goal of

improving care quality scores

particularly on metrics that are tied to

reimbursement The CRM tool uses

demographic and prior utilization data

to target current and prospective

patients in areas with low preventive

care utilization rates For example to

improve mammogram rates the CRM

system identified female

bull Current and prospective patients

who recently turned 40

bull Current patients who were overdue

for a mammogram screening

bull Prospective patients over age 40

Reactivation messaging to these

women helped improve population

health patient engagement and

volumes The 11-month campaign

realized an incremental lift of 756

patients and an ROI of 4721

Targeting Preventive Services to Improve Quality Scores


Demographic

Targeting

bull CRM identifies prospects and

patients of the correct age

gender etc under pre-

established target criteria

Geographic

Targeting

bull Geotargeting identifies markets

with lower preventive screening

rates for colonoscopies

mammograms and

immunizations

Care Utilization Targeting

bull CRM tracks patients who do not meet

preventive care guidelines

bull Predefined patient cohorts (ex those

receiving treatment for related health

conditions) excluded from targeting

Population Health Targeting at Gundersen Health System

Case in Brief Gundersen Health System

bull 325-bed teaching hospital with four critical access hospitals and 50 clinics headquartered in La Crosse Wisconsin

bull System had areas of low preventive health screening rates resulting in lower-than-desired quality scores

bull CRM targets relevant consumers who do not meet preventive care guidelines within service areas with low

colonoscopy mammography and immunization rates

bull 11-month mammography campaign saw incremental lift of 756 patients and an ROI of 4721 campaign will be

expanded in the future


Traditional marketing typically targets

highest-risk patients most likely to

need a service Under value-based

payment models however providers

will need to target patients across all

risk levels for different purposes

Using clinical demographic and

consumer data CRM systems can

segment patients by health risk

bull High-risk patientsmdashthose with a

complex disease multiple

comorbidities and psychosocial

problemsmdashtypically comprise about

5 of a patient pool

bull Rising-risk patientsmdashthose with

multiple risk factors that could push

them to become high-cost if left

unaddressedmdashtypically comprise

15-35 of a patient population

Without specific care management

efforts 18 of this population

becomes high-risk annually

bull Low-risk patientsmdashthose who are

healthy or have a well-managed

chronic conditionndashconstitute the

remaining 60-80 of the pool

CRM systems can target high-risk

patients for intensive care

management rising-risk patients for

enhanced primary care and low-risk

patients for preventive services

2 Use Analytics to Identify Rising-Risk Patients

Segment by Health Risk Status for Different Care Management Goals

Source The Advisory Board Company The Health Care Advisory

Board ldquoPlaybook for Population Healthrdquo Washington DC Marketing

and Planning Leadership Council interviews and analysis

Low-Risk Patients

60-80 of patients

any minor conditions

are easily managed

Rising-Risk Patients

15-35 of patients

chronic conditions at risk

of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities

Patient Segmentation and Communication Goals

Under Risk-Based Contracting

Goals for High-Risk

bull Deliver intensive comprehensive

and proactive management

bull Trade high-cost acute care services

for low-cost care management

whenever clinically effective

bull Sample services Diabetes

management

Goals for Rising-Risk

bull Avoid unnecessary spending

and keep patients from becoming

high-risk

bull Manage in enhanced primary care

bull Sample services Medical home

enrollment

Goals for Low-Risk

bull Keep patient healthy

bull Maintain loyalty to the system

bull Collect data on patients to treat

them more effectively when they

do need care

bull Sample services Preventive

screenings immunizations

Nationally 18 of the

rising-risk patient

population becomes

high-risk each year


Map Pre-disease Pathways to Create Early Warning System for At-Risk Patients Each year 18 of the average US

providerrsquos rising-risk patients become

high-risk This means that managing

high-risk patients alone will not be

sufficient to ensure financial

sustainability under risk contracts

Rather providers will have to engage

in care management for their rising-

risk population

To help prevent rising-risk patients

from becoming high-risk Vanguard

Health System is using its CRM

system to identify patients at risk for

13 disease states found to have the

most substantial impact on population

health management1

To ensure all potential rising-risk

patients are identified and targeted

Vanguard identifies the full spectrum

of conditions associated with pre-

disease pathways for these disease

states The CRM system then pulls

patients from its database based on

corresponding ICD-10 codes for each

condition and comorbidity

Vanguard targets these patients with

communications to help them manage

their conditions and prevent them

from moving into the high-risk

category

Use Leading Indicators to Track Shifting Rising-Risk Population

Source McGlynn E et al ldquoThe Quality of Health Care Delivered to Adults in the United Statesrdquo New

England Journal of Medicine June 2003 wwwnejmorgdoifull101056NEJMsa022615t=article

Marketing and Planning Leadership Council interviews and analysis

1) Vanguard and Tea Leaves identified disease states based on findings in ldquoThe Quality of

Health Care Delivered to Adults in the USrdquo in the New England Journal of Medicine June

2003

Case in Brief Vanguard

Health System

bull 28-hospital system based in

Nashville Tennessee

bull Seeking to help rising-risk

patients manage health

conditions and avoid disease

escalation

bull Focuses on reducing patientsrsquo

risk for 13 disease states with

the greatest impact on cost and

quality metrics

bull CRM predictive modeling uses

ICD-10 codes to identify rising-

risk patients who have

conditions associated with these

disease states

2500 Diabetes mellitus

without complication

2780 Overweight and obesity

4010 High blood pressure

7902 Abnormal glucose

bull Schedule of diabetes

prevention programs

bull Pre-diabetes messages

Identifies Disease States1

Maps Pre-disease

Pathway Using

Related ICD-10 Codes

bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD

Targets for Preventive Care Messaging

1

2

3


Vanguard Targets Household Health Managers to Build Relationships Many households have an individual

who has significant influence over

other family membersrsquo health

decisions Segmenting the patient

population by household and targeting

this household health manager with

messages about all household

membersrsquo health needs can increase

the likelihood of eliciting behavior

change Household caregivers are

also important targets because they

often have the same chronic

conditions as family members but

may not have received a diagnosis

Vanguard often targets the oldest

female in a family unless the patient

has indicated alternative preferences

for a household health manager The

CRM system compiles household

health information such as all family

membersrsquo immunization reminders

into one mailing to the health

manager Vanguard believes this

convenience promotes loyalty among

health managers improves household

health and can make a positive

impact on chronic conditions that tend

to run within families

3 Enfranchise Health Managers to Drive Family Care Compliance

Target Decision Maker to Promote Household Loyalty Care Compliance


Case in Brief Vanguard Health Systems

bull 28-hospital system based in Nashville Tennessee

bull Data shows most households have a health manager who

influences decision making for other household members

bull CRM groups individualsrsquo information by household and

addresses messages toward the health manager

Rationale for Targeting a

Household Health Manager

Promotion of preventive services

to health managers can improve

household health

Condensing multiple mailings into

one stretches marketing budget

Convenience for household

decision maker begets loyalty to

health system

Chronic diseases tend to run within

a family behavior change often

occurs at household level

Adaptive Targeting Process Identifies Key Influencer

Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated

if patient indicates

presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female



bull Imperative 4 Hone Personalization to Facilitate Behavior Change

bull Imperative 5 Position Clinician as Message Author

bull Imperative 6 Integrate with Digital Channels for Outreach and Data Collection

Customizing Content and Modality

Section 2


Personalized Mailings

Generate Stronger

Response Rate

24

CRM Allows for Tailoring to Individualize Each Message

As messaging goals become more

complex and other industries compete

for consumersrsquo attention with large

budgets and highly sophisticated

analytics hospital and health system

marketers must develop effective

messages to attract attention change

beliefs and motivate action

Intensive personalization is one

demonstrated method for improving

outreach effectiveness as measured

by call-to-action response rates CRM

systems can personalize a messagersquos

style sender and channel using

dynamic data collection and analysis

to improve messagesrsquo relevancy and

appeal

For example surveys indicate that

patients trust clinicians more than

hospitals as sources of health

information suggesting that messages

from clinicians may have more

credibility Likewise as the number of

digital communications channels

grows marketers can use CRM

systems to track and match patientsrsquo

channel preferences

Personalizing Message Style Sender and Modality to Motivate Behavior Change

Source Calnan ldquoPublic Trust in Healthcare The System or the Doctorrdquo httpqualitysafetybmjcomcontent13292fullpdf+html ldquoResponse Rate Reportrdquo Caslon amp Co

httpwwwbridgebcicombridge-directResponseRateReport_2008-dec_v65B15Dpdf ldquoWhat Do Customers Wantrdquo Varolii

httpwwwvaroliicom~mediaFilesOffersWhatCustomersWant_ResearchReportashx Marketing and Planning Leadership Council interviews and analysis

Standing Out from the Daily Deluge

ldquoWersquore not just competing with other health care systems Wersquore competing with every consumer product

company that is trying to get brand attention and share of mind Irsquom competing for peoplesrsquo eyes with Nike and

Coke and every other great marketer thatrsquos out there We need to be interesting and vital to everyonersquos liferdquo

Jane Yepez

Vice President of Marketing and Public Affairs Virtua

rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18

Top Preferred Communication

Channels

Greater response rate

for personalized

than static

campaigns

15x-5x

Patients with Confidence in

Providersrsquo Key Players

Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


Tailored Campaign Guides Potential Patients from Front Door to Facility CRM systems can automatically

adapt content to create a unique

message for each patient For

example features such as mapping

capabilities allow providers to include

driving directions from the prospectrsquos

home to the nearest health facility

Especially important for ldquoNew Moverrdquo

campaigns the map emphasizes the

facilityrsquos convenience and reduces

patient effort required to access care

Aceso Health System (pseudonym)

leveraged this capability in one of its

recent ldquoNew Moversrdquo campaigns In

addition to personalizing the mailing

with a picture reflecting household

demographics the CRM system used

geographic data and mapping

capabilities to include personalized

maps with drive times directing

patients from their home to the

nearest Aceso facility As a result the

2012 campaign produced a 481 ROI

and led to 5377 visits from new

movers

4 Hone Personalization to Facilitate Behavior Change

Provide Customized Tools to Simplify Desired Call to Action


Multiple versions of picture reflect

patientrsquos demographic information

Case in Brief Aceso Health System

bull 600-bed health system with affiliates located in the Northeast

bull Seeking to attract ldquoNew Moversrdquo to health system

bull CRM generates custom maps with directions from the new home to the nearest system facility

bull ldquoNew Moversrdquo 2012 campaign credited with 5377 visits 250 incremental individuals over

expected and an ROI of 47681

Aceso Health Systemrsquos1 New Mover Mailing

Results from Aceso

Health Systemrsquos New

Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH

Map provides route dynamic

driving time to the nearest facility

1) Pseudonym


Apollo Health System1 Persuades by Personalizing the ldquoWhyrdquo Some CRM systems now go beyond

demographic variables and

incorporate psychographic variables

to design unique messages based on

an individualrsquos personality traits

values and view of health care

These CRM systems then adjust

presentation content and tone

accordingly to increases in response

rates

Apollo Health System (pseudonym)

used its CRMrsquos psychographic models

to tailor communications for a recent

preventive health campaign Patients

motivated by healthy lifestyles

received mailings rich in health

information while self-reliant patients

who predominately consume high-

acuity care received a call to action

with fewer details

Targeting the message by

psychographic factors increased the

campaignrsquos return by 700 patients and

$626 per dollar spent relative to a

previous generic preventive health

campaign

Use Psychographic Data to Tap Motivators Values

Source ldquoPsychographics and Lifestylerdquo University of Dayton

httpcampusudaytonedu~jrstoolsnotespsychographics20and20lifestyl

epdf Marketing and Planning Leadership Council interviews and analysis 1) Pseudonym

Case in Brief Apollo Health System1

bull 2000-bed health system based in the Mid-West

bull Recognized need to further target marketing messages to improve patient buy-in for preventive health

bull Used psychographic variables such as preferred message tone and proclivity toward text or graphics for

tailoring messages to reflect patientsrsquo consumer profile

bull Preventive health campaign return increased by nearly 700 patients and $626 per dollar spent over an

identical generic mailing campaign

Sample Psychographic Variables Used to Customize Message

Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle

bull Motivated by success

bull Motivated by pleasure

bull Physically active

bull Physically inactive

Values

bull Family friends

bull Work recognition

bull Health wellness

bull Wealth stability

Customized consumer profile reflects patient variables in

presentation of material motivating message and message tone

Results of

Campaign Using

Psychographic

Tailoring

626x Increase in ROI

over identical

generic campaign

700 Additional

patients than

generic campaign


CRM Capable of Matching Patients to Their Physicians Beyond tailoring message content and

style leading providers have

increased response rates by

customizing the purported sender of

the communication

For example Banner Health has

found that patients are more likely to

read and respond to a messagersquos

content if they see their own doctorrsquos

photo on the mailing Banner Healthrsquos

marketers use their CRM system to

create over 70 versions of a message

for each of their 300 physiciansrsquo

patient panels Likewise Cleveland

Clinic found that patients respond

more favorably to health-based

messages addressed from a relevant

clinician than from the health system

Both institutions experienced an

improved patient response when a

clinician was positioned as the

message author however no direct

comparison is available to compare

the effectiveness of a patientrsquos

specific physician versus any relevant

physician as the purported sender

5 Position Clinician as Message Author

Communications from Clinicians Not Facility Increase Response Rates


Case in Brief Cleveland Clinic

bull 4450-bed health system based in

Cleveland Ohio

bull Finds patients more likely to respond to specific

health information if they perceive it coming from

physician rather than from the hospital system

bull Uses CRM to automate mailing content based

on campaign

Case in Brief Banner Health

bull 3229-bed health system based in Phoenix

Arizona

bull Finds patients more likely to read mailings that

show their physicianrsquos face

bull CRM includes picture of patientrsquos PCP in

their mailing

bull Creates up to 22000 different personalized

messages for each campaign

Banner Health Includes CRM-Matched Clinician Photo

Patient CRM System Physician Customized Mailing with

Physicianrsquos Photo


CRM-Linked App Provides Instant Personalized Communication As patient preferences have shifted to

digital communication channels

progressive health systems have

begun investing in CRM systems that

integrate with email smartphone

apps patient portals and social

media

Patients in the Indiana University

Health Goshen system can download

a free app on their mobile devices

The CRM system then uses

information from across health data

systems to personalize the messages

which are sent to the patientrsquos phone

through the app Click-to-call and text

response options allow patients to

respond to these notification alerts

instantly

Currently Indiana University Health

Goshen is piloting this capability with

appointment reminders at one

practice but plans to expand to health

management and reminder messages

such as screening recommendations

to mobile devices in the future

6 Integrate with Digital Channels for Outreach and Data Collection

Deploy Targeted Messages Across All Channels




bull Wants to securely provide personalized information to patients on their mobile devices

bull IU Health Goshen piloting app to send out automated appointment reminders

bull After pilot IU Health Goshen plans to expand to personal health management messages and

time sensitive adhoc practice notification to patients on their mobile phones

Reminders

From Dr Lahiri

Current Notification Function

bull Automatic appointment reminders Monday 900 am

Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise

Future Notification Functions

bull Screening recommendations

bull Personalized health reminders

bull Alerts to patients and caregivers

Patient Response Functions

bull Click-to-call

bull Instant text response to

provider within the app

IU Health Goshen

Features of IU Health Goshenrsquos eCare Connect


Select Modality Using Indicated Predicted and Tested Preferences With this emergence of more CRM-

integrated communication channels

however some marketers have found

that messages sent via multiple

channels may overwhelm patients

and lead them to ignore all

communications while those sent via

only one channel may not be received

at all To ensure patients receive

messages via their preferred

channel(s) marketers are using CRM

systems to dynamically track

preferences and deploy messages

across channels

Vanguardrsquos CRM system predicts and

tracks an individualrsquos preference for

email print mail text or Facebook

message If a patient indicates a

preference during registration the

CRM system will default to that

channel if no preference is selected

the system predicts the patientrsquos

preferred modality based on trends

among patients from similar

demographic groups The system also

adjusts to changes over time by

tracking the individualrsquos response to

communication and automatically

testing new modalities for individuals

who fail to respond

Adapt Messaging Modality Using Dynamic Response Tracking


Patient modality

preference indicated 1 No preference indicated

CRM predicts preference

based on demographics

2

CRM automatically sends

message via indicated

or predicted preference

3

CRM gauges

patient response

to communication

4

If patient responds CRM

defaults to that modality for

future communication

5 If patient does not respond

CRM automatically

tries different modality or

combination of modalities

6

Vanguardrsquos Automated Process for Determining Patientsrsquo Preferred Communication Channels

Case in Brief Vanguard Health System


bull Using CRM system to increase patient response

bull CRM tracks individualsrsquo preference and will record an individualrsquos response to that

means of communication


CHRISTUS Integrates CRM and Patient Portal for lsquoAmazon-Likersquo Experience Beyond improving response rates

digital platforms can also collect

additional data that can be used to

refine future targeting and tailoring

For example as organizations work to

communicate through patient portals

for Meaningful Use compliance and

for automation of scheduling billing

and lab reporting CRM systems can

use portals as both a source of patient

data and an integrated communication

channel

CHRISTUS Health integrated its CRM

system with its patient portals with the

goal of creating an ldquoAmazon-likerdquo

experience CHRISTUSrsquos CRM

system tracks patient activity within

the portal and combines this data with

information from other hospital data

systems including EMR and call

center data The system uses this

information to create tailored content

that the patient sees each time they

log into their portal Additionally the

health system can send individualized

messages through the portal email

function with CRM

Digital Platforms Serve as Both Communication Channels and Data Sources

Source CHRISTUS Health Creates an lsquoAmazon-Likersquo Experience for

Patientsldquo Medseek httpmedseekcomclient-storieschristus-health


Case in Brief CHRISTUS Health

bull 6670-bed health system in the Southwest

bull Wanted its web-based patient portal to give users an experience like Amazonrsquos

bull Integrating CRM into portal system makes patient portals both a data source

and secure communication channel

bull Integration allows highly targeted behavior-influencing messaging to improve

patient health while driving higher returns for CHRISTUS

Data Source for

bull Researched topics

bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing

bull Physician message

bull Health library

CRM Captures

bull Data on patient

interaction with health

system

bull Third party patient

information

Customized

bull Banners

bull Call outs

bull Health articles

bull Reminders


Moving from Static to Dynamic Information Some CRM systems have also

developed capabilities for collecting

data to customize content for

prospective and current patients

Instant CRM (ICRM) an interactive

web service allows marketers to

personalize their institutionrsquos website

with information tailored to each site

visitor even if the visitor has not

logged in to the portal This

functionality is particularly useful in

providing tailored content to

prospects with whom providers

cannot communicate via portals

Epione Health System (pseudonym)

has recently invested in this

capability Using a cookie to

remember each device that accesses

the health systemrsquos website ICRM

records personal information that

users enter into the site such as their

name when registering for a

newsletter ICRM then links that user

and the userrsquos device to a record

stored in the CRM database and uses

this pairing to generate tailored

content for the websitersquos banners

articles and call-out boxes For

example when ICRM recognizes a

user as an Epione cancer patient it

uses the userrsquos demographics and

health history to select one of six

relevant cancer messages to display

Personalizing Website Content for Current and Prospective Patients

Source Marketing and Planning Leadership Council interviews and analysis 1) Pseudonym

Case in Brief Epione Health System1

bull 2000-bed health system based in the Midwest

bull Launching Instant CRM (ICRM) to personalize patientrsquos experience on systemrsquos website

bull First-time site visitorrsquos website cookie linked with CRM records upon returning to the website the visitor

sees personalized web content based on previous activity and other information drawn from CRM

Process for Customizing Content for Website Visitors

User sees personalized

content upon next visit

to health systemrsquos website

Patient accesses health

systemrsquos website cookie

placed on userrsquos device

CRM matches user to

patient record or creates

new user record in CRM

database

Website content tailored to

visitor content linked to

the cookie

User enters personal info into

the site (logs in to portal

takes health screening etc)


Combining Demographics Psychographics Modality Preferences to Tailor Outreach Dynamically tracking patient

preferences for communication

channel is only one type of tailoring

that Vanguard Health System

employs Vanguardrsquos CRM system

also uses demographic and

psychographic variables to create an

extensive decision tree The system

processes each patient through this

decision tree to ensure that the style

and content of the message matches

the individualrsquos demographics and

lifestyle values This tailoring

increases the odds that the patient will

relate and respond to the message

Vanguardrsquos dynamic and elaborate

process ensures the right message is

delivered to the right person in the

right style and through the right

channel

Simplify Comprehensive Tailoring with CRM System

Psychographic

Variables

Modality

Preference

Demographic

Data



bull CRM processes each targeted patient through extensive decision tree ensuring patient receives the most relevant

message through the communication channel most likely to elicit response be it print email text or Facebook


Illustrative CRM Decision Tree for Tailoring Communication

Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old

Childless Children Childless Children

Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy

Text Email Facebook Print


bull Imperative 7 Track Behaviors to Identify Messaging Opportunities

bull Imperative 8 Automate Outreach Along Care Pathways

bull Imperative 9 Customize Reactivation Using Clinical Indicators

Pinpointing Delivery Opportunities

Section 3


Under fee-for-service reimbursement

the timing of marketing outreach has

been driven largely by the

organizationrsquos needs and schedule

As outreach goals change to include

supporting care compliance and self-

management timing must be dictated

by patient needs and customized to

each individual patient

For example preventive proactive

outreach must be provided before a

patient becomes high-risk and

responsive care management

messaging should be sent after

service utilization to reduce the

chance of readmission

Marketers can set algorithms in CRM

systems to recognize a wide range of

patient behaviors clinical care

pathway steps and time lapse

indicators

These triggers simplify and automate

messaging timetables enabling

marketing departments to

communicate both proactively and

reactively to promote patient

engagement

CRM Algorithms Recognize Respond to Wide Range of Triggering Events

Source Marketing and Planning Leadership Council interviews and analysis 1) Emergency department

Behavioral

Clinical Care

Pathways

Reactivation

bull First-time patient

bull Improper use of ED1

bull On-time payment

bull No-show for an appointment

bull Diabetes mismanagement

bull New mover to primary service

area

bull List of noncompliant patients to

their physician

bull Pain management

bull Hypertension

bull Diabetes management

bull Heart failure

bull Pregnancy

bull Neonatal immunizations

bull Cardiology

bull Coronary artery disease

bull Influenza vaccination reminder

bull Pneumococcal vaccination

reminder

bull Mammography screening

bull Colorectal cancer screening

bull Stroke diagnostic screening

bull Turning 65mdasheligibility for

Medicare

bull Turning age to enter senior

program

Sample Programmable Triggers in CRM Systems

Timing of Messages A Balancing Act

ldquoWhatrsquos going to drive patient compliance Frequency of messaging It might drive

people away too if you donrsquot use it correctlyrdquo

System VP and Chief Marketing Officer

rdquo


CRM Triggers Identify Automatically Respond to Inappropriate ED Use Progressive systems are using CRM

to recognize patient behaviors that

indicate a communications need or

opportunity to encourage or modify

patient behavior

Kaweah Delta Health Care Districtrsquos

CRM system uses behavioral triggers

to reduce inappropriate ED utilization

and redirect patients to appropriate

care sites The system scans

discharge data for diagnoses that

constitute an inappropriate ED visit

and generates a personalized letter to

the patient explaining appropriate ED

use and alerting them to the nearest

Kaweah Delta Urgent Care Center

After a third inappropriate ED visit the

CRM system alerts Kaweah Deltarsquos

Bridging Care Program staff to reach

out to the ldquoED Frequent Flierrdquo to

connect uninsured patients to

community resources as needed

With these programmed triggers

Kaweah Deltarsquos CRM system can

send reminders at pertinent times for

individuals rather than as one mass

mailing thereby creating a more

engaging patient experience and

improving continuity of care

7 Track Behaviors to Identify Messaging Opportunities

Redirect Educate Reward with Responsive Outreach


1) Emergency department

2) Urgent care

Case in Brief Kaweah

Delta Health Care

District

bull 581-bed health system in

Central Valley California

bull Improper ED utilization

costly to system and

inconvenient to patient

bull CRM identifies

inappropriate ED utilization

sends customized mailing

to patient on alternative

care sites

Illustrative Example of ED1 Misuse Trigger

in Kaweah Deltarsquos CRM System

Appropriate urgent care use

First inappropriate ED use

Second inappropriate ED use

Third inappropriate ED use

Patient identified for

enrollment in Bridging

Care Program

CRM recognizes inappropriate visit

generates UC redirect letter


generates UC2 redirect letter


CRM can also be used to generate

messages along preset clinical

pathways to send educational

mailings or appointment reminders

IU Health Goshenrsquos marketing

department is working with physicians

to launch clinical time triggers in their

CRM system to remind diabetic

patients about the screenings for

which they are due in order to catch

and mitigate complications The CRM

system recognizes a patientrsquos

appointment date and will trigger a

mailing a set number of months later

reminding patients to schedule a

personalized list of preventive

screenings such as an LDL-C

screening for diabetes management

If a patient proactively seeks out the

specific screening before reaching the

trigger the CRM system will restart

the time tracking

8 Automate Outreach Along Care Pathways

Activate Care Reminders Based on Last Appointment




bull Diabetic patients need to be reminded to get screening tests to catch

complications as early as possible

bull Working to launch clinically based triggers set in CRM system to

automatically remind diabetic patients to schedule LDL-C screening or

other pertinent test if patient is inactive for a set time period

bull CRM algorithms will also include list of other preventive screenings

based on patientrsquos demographic information in the reminder mailing

IU Health Goshenrsquos Diabetic Screening Reminder Letter

Tracks Diabetic Patientrsquos

Appointment Date

Date of diabetic patientrsquos appointment

uploaded into CRM system

Monitors Time Elapsed

CRM tracks months since patientrsquos last

appointment trigger set based on patientrsquos

specific condition


When trigger reached CRM generates

personalized letter asking patient to

schedule an LDL-C screening and any

other demographically relevant screenings

based on CRM algorithms

3

2

1


CRM Adapts Reactivation Frequency Using Biometrics Additionally CRM systems can be

used to customize reactivation

triggers based on clinical indicators

Rather than sending out periodic

mass mailings to all lapsed patients

CRM systems can track individualsrsquo

progress through care pathways and

dynamically alter reactivation

messaging schedules based on each

patientrsquos personal information

Cleveland Clinic sets system-wide

reactivation triggers to identify

patients who have become inactive or

disengaged All inactive patients

receive a mailing after 12 months of

inactivity and those with any one of

275 chronic conditions may be

targeted for more frequent follow-up

For example although pre-diabetic

patients with stable A1C levels

receive a standard 12-month

reactivation letter Cleveland Clinicrsquos

CRM system monitors patientsrsquo A1C

levels between appointments and

contacts those with increases after

only six months of inactivity

9 Customize Reactivation Using Clinical Indicators

Redefining ldquoInactiverdquo Based on Health Status Changes



bull 4450-bed system based in Cleveland Ohio

bull Inactive patients at heightened risk of disease progression and more likely to incur higher

health costs downstream

bull CRM targets pre-diabetic patients for reactivation after 12 months of system inactivity

bull Patients whose A1C levels cross a clinical threshold are targeted for reactivation after

six months of inactivity

Reactivation Schedule for Pre-diabetic

Patients at Cleveland Clinic

Trigger set to respond to time

lapses indicative of inactive or

disengaged patients

Patient remains in 12

month reactivation group

Patient moved to six-


Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes

12-month reactivation

trigger set with CRM


While basic mailing programs allow

for patientsrsquo names to be inserted in

messages CRM systems vastly

increase the degree of personalization

possible With segmentation based on

behavior health payment model and

decision-maker statuses tailoring

based on more variables and

preferred communication channels

and timing triggers to automate

messaging schedules CRM systems

create increasingly customized

messages designed to elicit higher

response rates build loyalty and

support care compliance

Tying It All Together

Incorporating More Variables Increases Personalization Response


Variables Used in Tailoring Message Style

Timing

bull Patient behaviors

bull Lapses in system activity

bull Progression through clinical

care pathways

Emerging Set

of Variables

Basic patient information

bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting

bull Most likely to need service

bull Most likely to afford

service

bull Patients v non-patients

Tailoring

bull Demographic variables

bull Print medium (postcard

letter etc)

Traditional Set

of Variables

Targeting

bull Health risk status

bull ACO v non-ACO patients

bull Decision-maker status

bull Active or lapsed patients

Tailoring


bull Psychosocial variables

bull Geographic location

bull Sender

bull Communication channel

preference

Sample Variables Used to Customize Campaigns


2445 M Street NW I Washington DC 20037

P 2022665600 I F 2022665700 advisorycom


LEGAL CAVEAT

The Advisory Board Company has made efforts to verify the accuracy of the information it provides to members This

report relies on data obtained from many sources however and The Advisory Board Company cannot guarantee the

accuracy of the information provided or any analysis based thereon In addition The Advisory Board Company is not in

the business of giving legal medical accounting or other professional advice and its reports should not be construed as

professional advice In particular members should not rely on any legal commentary in this report as a basis for action or

assume that any tactics described herein would be permitted by applicable law or appropriate for a given memberrsquos

situation Members are advised to consult with appropriate professionals concerning legal medical tax or accounting

issues before implementing any of these tactics Neither The Advisory Board Company nor its officers directors

trustees employees and agents shall be liable for any claims liabilities or expenses relating to (a) any errors or

omissions in this report whether caused by The Advisory Board Company or any of its employees or agents or sources

or other third parties (b) any recommendation or graded ranking by The Advisory Board Company or (c) failure of

member and its employees and agents to abide by the terms set forth herein

The Advisory Board is a registered trademark of The Advisory Board Company in the United States and other countries

Members are not permitted to use this trademark or any other Advisory Board trademark product name service name

trade name and logo without the prior written consent of The Advisory Board Company All other trademarks product

names service names trade names and logos used within these pages are the property of their respective holders Use

of other company trademarks product names service names trade names and logos or images of the same does not

necessarily constitute (a) an endorsement by such company of The Advisory Board Company and its products and

services or (b) an endorsement of the company or its products or services by The Advisory Board Company The

Advisory Board Company is not affiliated with any such company

IMPORTANT Please read the following

The Advisory Board Company has prepared this report for the exclusive use of its members Each member acknowledges and

agrees that this report and the information contained herein (collectively the ldquoReportrdquo) are confidential and proprietary to The

Advisory Board Company By accepting delivery of this Report each member agrees to abide by the terms as stated herein

including the following

1 The Advisory Board Company owns all right title and interest in and to this Report Except as stated herein no right license

permission or interest of any kind in this Report is intended to be given transferred to or acquired by a member Each member

is authorized to use this Report only to the extent expressly authorized herein

2 Each member shall not sell license or republish this Report Each member shall not disseminate or permit the use of and

shall take reasonable precautions to prevent such dissemination or use of this Report by (a) any of its employees and agents

(except as stated below) or (b) any third party

3 Each member may make this Report available solely to those of its employees and agents who (a) are registered for the

workshop or membership program of which this Report is a part (b) require access to this Report in order to learn from the

information described herein and (c) agree not to disclose this Report to other employees or agents or any third party Each

member shall use and shall ensure that its employees and agents use this Report for its internal use only Each member may

make a limited number of copies solely as adequate for use by its employees and agents in accordance with the terms herein

4 Each member shall not remove from this Report any confidential markings copyright notices and other similar indicia herein

5 Each member is responsible for any breach of its obligations as stated herein by any of its employees or agents

6 If a member is unwilling to abide by any of the foregoing obligations then such member shall promptly return this Report and

all copies thereof to The Advisory Board Company

2

Project Director

Anna Yakovenko

Contributing Consultant

Emily Zuehlke

Design Consultant

Nini Jin

Practice Manager

Alicia Daugherty

Marketing and Planning Leadership Council

Managing Director

Shay Pratt


Table of Contents

Executive Summary 7














membership






Media Outreach






Marketing 2020












Precision Marketing










Case Studies of CRM



















5


Contact Us












Target

PCPs

Target

Splitters

Target

Employed

Physicians

Ancillary

Business

Growth

Target

$067M

$223M

$131M


growth projection

was flat while

Hospital B

developed an

18-month $5M+

referral-based

growth initiative





















Banner Health

Phoenix AZ

Michelle Witte

Cleveland Clinic

Cleveland OH

Paul Matsen

Sylvia Morrison

George Fay

Sunny Lu


La Crosse WI

Pamela Maas


Goshen IN

Larry Brooks PhD

Deb Stacks


Visalia CA

Dru Quesnoy

Tea Leaves Health

Roswell GA

James Schleck


Nashville TN

Devin Carty

Virtua

Marlton NJ

Jane Yepez


Executive Summary































connect and respond





outreach




















disengaged























reduce cost of care



Grow Revenue






insured populations






utilization


utilization





management







rdquo







loyalty


employers

Fee-for-Service













and care compliance























Marketing for

Volume Growth

Marketing for

Share and

Population

Management

Necessary

Outreach

Attributes

Coordinated

Multi-

Focus

Promote

services across

full care

continuum

service lines

and care sites

Single

Focus

Promote single

service or

service line

Expanded

Targets

Expand focus to

populations

Efficient

Narrow

Targets

Primarily target

new patients

with the ability

to pay

Call to

Change

Inspire complex

behavior

change

Persuasive

Call to

Action

Instigate simple

actions

Multi-

Channel

Send messages

through

patientsrsquo

preferred

channels to

ensure

adherence

Accessible

Single

Channel

Communicate

via one method

Ongoing

Contact

Sustain

ongoing regular

communication

to reinforce

message

Frequent

One-and-

Done

Conscribe

campaign

timing to

strategic plan

Patient

Driven

Base

communication

on both

strategic goals

and patientrsquos

individual needs

Responsive

Institution

Driven

Ground

campaigns on

strategic plan

goals







(CRM) systems







communication












Coordinated

Efficient




Segmentation

Persuasive







Customization






Frequent

Timing


































inactivity





and pay for service

Volume Payer-Mix

Targeting





Mail Campaigns

Time campaign based

on service line

provider needs

Institution-Driven

Outreach Schedule

Refine segmentation






coverage






sender and channel







and in response to

specific behaviors

Patient Centered


Yesterday

Today
















Parameters

I


Modality

II


Opportunities

III




Risk Patients






Author






Care Pathways


Clinical Indicators







Section 1















will segment by




preventive care



associated costs



and health



Optimize financial


based contracting




utilization



care and wellness


management





patients)





high risk


promote appropriate



quality metrics



appropriate

Ob

jecti

ve

Targ

et



































Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons



ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas


2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom


Table of Contents

Executive Summary 7














membership






Media Outreach






Marketing 2020












Precision Marketing










Case Studies of CRM



















5


Contact Us












Target

PCPs

Target

Splitters

Target

Employed

Physicians

Ancillary

Business

Growth

Target

$067M

$223M

$131M


growth projection

was flat while

Hospital B

developed an

18-month $5M+

referral-based

growth initiative





















Banner Health

Phoenix AZ

Michelle Witte

Cleveland Clinic

Cleveland OH

Paul Matsen

Sylvia Morrison

George Fay

Sunny Lu


La Crosse WI

Pamela Maas


Goshen IN

Larry Brooks PhD

Deb Stacks


Visalia CA

Dru Quesnoy

Tea Leaves Health

Roswell GA

James Schleck


Nashville TN

Devin Carty

Virtua

Marlton NJ

Jane Yepez


Executive Summary































connect and respond





outreach




















disengaged























reduce cost of care



Grow Revenue






insured populations






utilization


utilization





management







rdquo







loyalty


employers

Fee-for-Service













and care compliance























Marketing for

Volume Growth

Marketing for

Share and

Population

Management

Necessary

Outreach

Attributes

Coordinated

Multi-

Focus

Promote

services across

full care

continuum

service lines

and care sites

Single

Focus

Promote single

service or

service line

Expanded

Targets

Expand focus to

populations

Efficient

Narrow

Targets

Primarily target

new patients

with the ability

to pay

Call to

Change

Inspire complex

behavior

change

Persuasive

Call to

Action

Instigate simple

actions

Multi-

Channel

Send messages

through

patientsrsquo

preferred

channels to

ensure

adherence

Accessible

Single

Channel

Communicate

via one method

Ongoing

Contact

Sustain

ongoing regular

communication

to reinforce

message

Frequent

One-and-

Done

Conscribe

campaign

timing to

strategic plan

Patient

Driven

Base

communication

on both

strategic goals

and patientrsquos

individual needs

Responsive

Institution

Driven

Ground

campaigns on

strategic plan

goals







(CRM) systems







communication












Coordinated

Efficient




Segmentation

Persuasive







Customization






Frequent

Timing


































inactivity





and pay for service

Volume Payer-Mix

Targeting





Mail Campaigns

Time campaign based

on service line

provider needs

Institution-Driven

Outreach Schedule

Refine segmentation






coverage






sender and channel







and in response to

specific behaviors

Patient Centered


Yesterday

Today
















Parameters

I


Modality

II


Opportunities

III




Risk Patients






Author






Care Pathways


Clinical Indicators







Section 1















will segment by




preventive care



associated costs



and health



Optimize financial


based contracting




utilization



care and wellness


management





patients)





high risk


promote appropriate



quality metrics



appropriate

Ob

jecti

ve

Targ

et



































Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons



ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas


2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom










membership






Media Outreach






Marketing 2020












Precision Marketing










Case Studies of CRM



















5


Contact Us












Target

PCPs

Target

Splitters

Target

Employed

Physicians

Ancillary

Business

Growth

Target

$067M

$223M

$131M


growth projection

was flat while

Hospital B

developed an

18-month $5M+

referral-based

growth initiative





















Banner Health

Phoenix AZ

Michelle Witte

Cleveland Clinic

Cleveland OH

Paul Matsen

Sylvia Morrison

George Fay

Sunny Lu


La Crosse WI

Pamela Maas


Goshen IN

Larry Brooks PhD

Deb Stacks


Visalia CA

Dru Quesnoy

Tea Leaves Health

Roswell GA

James Schleck


Nashville TN

Devin Carty

Virtua

Marlton NJ

Jane Yepez


Executive Summary































connect and respond





outreach




















disengaged























reduce cost of care



Grow Revenue






insured populations






utilization


utilization





management







rdquo







loyalty


employers

Fee-for-Service













and care compliance























Marketing for

Volume Growth

Marketing for

Share and

Population

Management

Necessary

Outreach

Attributes

Coordinated

Multi-

Focus

Promote

services across

full care

continuum

service lines

and care sites

Single

Focus

Promote single

service or

service line

Expanded

Targets

Expand focus to

populations

Efficient

Narrow

Targets

Primarily target

new patients

with the ability

to pay

Call to

Change

Inspire complex

behavior

change

Persuasive

Call to

Action

Instigate simple

actions

Multi-

Channel

Send messages

through

patientsrsquo

preferred

channels to

ensure

adherence

Accessible

Single

Channel

Communicate

via one method

Ongoing

Contact

Sustain

ongoing regular

communication

to reinforce

message

Frequent

One-and-

Done

Conscribe

campaign

timing to

strategic plan

Patient

Driven

Base

communication

on both

strategic goals

and patientrsquos

individual needs

Responsive

Institution

Driven

Ground

campaigns on

strategic plan

goals







(CRM) systems







communication












Coordinated

Efficient




Segmentation

Persuasive







Customization






Frequent

Timing


































inactivity





and pay for service

Volume Payer-Mix

Targeting





Mail Campaigns

Time campaign based

on service line

provider needs

Institution-Driven

Outreach Schedule

Refine segmentation






coverage






sender and channel







and in response to

specific behaviors

Patient Centered


Yesterday

Today
















Parameters

I


Modality

II


Opportunities

III




Risk Patients






Author






Care Pathways


Clinical Indicators







Section 1















will segment by




preventive care



associated costs



and health



Optimize financial


based contracting




utilization



care and wellness


management





patients)





high risk


promote appropriate



quality metrics



appropriate

Ob

jecti

ve

Targ

et



































Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons



ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas


2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom












5


Contact Us












Target

PCPs

Target

Splitters

Target

Employed

Physicians

Ancillary

Business

Growth

Target

$067M

$223M

$131M


growth projection

was flat while

Hospital B

developed an

18-month $5M+

referral-based

growth initiative





















Banner Health

Phoenix AZ

Michelle Witte

Cleveland Clinic

Cleveland OH

Paul Matsen

Sylvia Morrison

George Fay

Sunny Lu


La Crosse WI

Pamela Maas


Goshen IN

Larry Brooks PhD

Deb Stacks


Visalia CA

Dru Quesnoy

Tea Leaves Health

Roswell GA

James Schleck


Nashville TN

Devin Carty

Virtua

Marlton NJ

Jane Yepez


Executive Summary































connect and respond





outreach




















disengaged























reduce cost of care



Grow Revenue






insured populations






utilization


utilization





management







rdquo







loyalty


employers

Fee-for-Service













and care compliance























Marketing for

Volume Growth

Marketing for

Share and

Population

Management

Necessary

Outreach

Attributes

Coordinated

Multi-

Focus

Promote

services across

full care

continuum

service lines

and care sites

Single

Focus

Promote single

service or

service line

Expanded

Targets

Expand focus to

populations

Efficient

Narrow

Targets

Primarily target

new patients

with the ability

to pay

Call to

Change

Inspire complex

behavior

change

Persuasive

Call to

Action

Instigate simple

actions

Multi-

Channel

Send messages

through

patientsrsquo

preferred

channels to

ensure

adherence

Accessible

Single

Channel

Communicate

via one method

Ongoing

Contact

Sustain

ongoing regular

communication

to reinforce

message

Frequent

One-and-

Done

Conscribe

campaign

timing to

strategic plan

Patient

Driven

Base

communication

on both

strategic goals

and patientrsquos

individual needs

Responsive

Institution

Driven

Ground

campaigns on

strategic plan

goals







(CRM) systems







communication












Coordinated

Efficient




Segmentation

Persuasive







Customization






Frequent

Timing


































inactivity





and pay for service

Volume Payer-Mix

Targeting





Mail Campaigns

Time campaign based

on service line

provider needs

Institution-Driven

Outreach Schedule

Refine segmentation






coverage






sender and channel







and in response to

specific behaviors

Patient Centered


Yesterday

Today
















Parameters

I


Modality

II


Opportunities

III




Risk Patients






Author






Care Pathways


Clinical Indicators







Section 1















will segment by




preventive care



associated costs



and health



Optimize financial


based contracting




utilization



care and wellness


management





patients)





high risk


promote appropriate



quality metrics



appropriate

Ob

jecti

ve

Targ

et



































Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons



ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas


2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom











Banner Health

Phoenix AZ

Michelle Witte

Cleveland Clinic

Cleveland OH

Paul Matsen

Sylvia Morrison

George Fay

Sunny Lu


La Crosse WI

Pamela Maas


Goshen IN

Larry Brooks PhD

Deb Stacks


Visalia CA

Dru Quesnoy

Tea Leaves Health

Roswell GA

James Schleck


Nashville TN

Devin Carty

Virtua

Marlton NJ

Jane Yepez


Executive Summary































connect and respond





outreach




















disengaged























reduce cost of care



Grow Revenue






insured populations






utilization


utilization





management







rdquo







loyalty


employers

Fee-for-Service













and care compliance























Marketing for

Volume Growth

Marketing for

Share and

Population

Management

Necessary

Outreach

Attributes

Coordinated

Multi-

Focus

Promote

services across

full care

continuum

service lines

and care sites

Single

Focus

Promote single

service or

service line

Expanded

Targets

Expand focus to

populations

Efficient

Narrow

Targets

Primarily target

new patients

with the ability

to pay

Call to

Change

Inspire complex

behavior

change

Persuasive

Call to

Action

Instigate simple

actions

Multi-

Channel

Send messages

through

patientsrsquo

preferred

channels to

ensure

adherence

Accessible

Single

Channel

Communicate

via one method

Ongoing

Contact

Sustain

ongoing regular

communication

to reinforce

message

Frequent

One-and-

Done

Conscribe

campaign

timing to

strategic plan

Patient

Driven

Base

communication

on both

strategic goals

and patientrsquos

individual needs

Responsive

Institution

Driven

Ground

campaigns on

strategic plan

goals







(CRM) systems







communication












Coordinated

Efficient




Segmentation

Persuasive







Customization






Frequent

Timing


































inactivity





and pay for service

Volume Payer-Mix

Targeting





Mail Campaigns

Time campaign based

on service line

provider needs

Institution-Driven

Outreach Schedule

Refine segmentation






coverage






sender and channel







and in response to

specific behaviors

Patient Centered


Yesterday

Today
















Parameters

I


Modality

II


Opportunities

III




Risk Patients






Author






Care Pathways


Clinical Indicators







Section 1















will segment by




preventive care



associated costs



and health



Optimize financial


based contracting




utilization



care and wellness


management





patients)





high risk


promote appropriate



quality metrics



appropriate

Ob

jecti

ve

Targ

et



































Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons



ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas


2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom


Executive Summary































connect and respond





outreach




















disengaged























reduce cost of care



Grow Revenue






insured populations






utilization


utilization





management







rdquo







loyalty


employers

Fee-for-Service













and care compliance























Marketing for

Volume Growth

Marketing for

Share and

Population

Management

Necessary

Outreach

Attributes

Coordinated

Multi-

Focus

Promote

services across

full care

continuum

service lines

and care sites

Single

Focus

Promote single

service or

service line

Expanded

Targets

Expand focus to

populations

Efficient

Narrow

Targets

Primarily target

new patients

with the ability

to pay

Call to

Change

Inspire complex

behavior

change

Persuasive

Call to

Action

Instigate simple

actions

Multi-

Channel

Send messages

through

patientsrsquo

preferred

channels to

ensure

adherence

Accessible

Single

Channel

Communicate

via one method

Ongoing

Contact

Sustain

ongoing regular

communication

to reinforce

message

Frequent

One-and-

Done

Conscribe

campaign

timing to

strategic plan

Patient

Driven

Base

communication

on both

strategic goals

and patientrsquos

individual needs

Responsive

Institution

Driven

Ground

campaigns on

strategic plan

goals







(CRM) systems







communication












Coordinated

Efficient




Segmentation

Persuasive







Customization






Frequent

Timing


































inactivity





and pay for service

Volume Payer-Mix

Targeting





Mail Campaigns

Time campaign based

on service line

provider needs

Institution-Driven

Outreach Schedule

Refine segmentation






coverage






sender and channel







and in response to

specific behaviors

Patient Centered


Yesterday

Today
















Parameters

I


Modality

II


Opportunities

III




Risk Patients






Author






Care Pathways


Clinical Indicators







Section 1















will segment by




preventive care



associated costs



and health



Optimize financial


based contracting




utilization



care and wellness


management





patients)





high risk


promote appropriate



quality metrics



appropriate

Ob

jecti

ve

Targ

et



































Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons



ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas


2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom























reduce cost of care



Grow Revenue






insured populations






utilization


utilization





management







rdquo







loyalty


employers

Fee-for-Service













and care compliance























Marketing for

Volume Growth

Marketing for

Share and

Population

Management

Necessary

Outreach

Attributes

Coordinated

Multi-

Focus

Promote

services across

full care

continuum

service lines

and care sites

Single

Focus

Promote single

service or

service line

Expanded

Targets

Expand focus to

populations

Efficient

Narrow

Targets

Primarily target

new patients

with the ability

to pay

Call to

Change

Inspire complex

behavior

change

Persuasive

Call to

Action

Instigate simple

actions

Multi-

Channel

Send messages

through

patientsrsquo

preferred

channels to

ensure

adherence

Accessible

Single

Channel

Communicate

via one method

Ongoing

Contact

Sustain

ongoing regular

communication

to reinforce

message

Frequent

One-and-

Done

Conscribe

campaign

timing to

strategic plan

Patient

Driven

Base

communication

on both

strategic goals

and patientrsquos

individual needs

Responsive

Institution

Driven

Ground

campaigns on

strategic plan

goals







(CRM) systems







communication












Coordinated

Efficient




Segmentation

Persuasive







Customization






Frequent

Timing


































inactivity





and pay for service

Volume Payer-Mix

Targeting





Mail Campaigns

Time campaign based

on service line

provider needs

Institution-Driven

Outreach Schedule

Refine segmentation






coverage






sender and channel







and in response to

specific behaviors

Patient Centered


Yesterday

Today
















Parameters

I


Modality

II


Opportunities

III




Risk Patients






Author






Care Pathways


Clinical Indicators







Section 1















will segment by




preventive care



associated costs



and health



Optimize financial


based contracting




utilization



care and wellness


management





patients)





high risk


promote appropriate



quality metrics



appropriate

Ob

jecti

ve

Targ

et



































Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons



ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas


2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom












and care compliance























Marketing for

Volume Growth

Marketing for

Share and

Population

Management

Necessary

Outreach

Attributes

Coordinated

Multi-

Focus

Promote

services across

full care

continuum

service lines

and care sites

Single

Focus

Promote single

service or

service line

Expanded

Targets

Expand focus to

populations

Efficient

Narrow

Targets

Primarily target

new patients

with the ability

to pay

Call to

Change

Inspire complex

behavior

change

Persuasive

Call to

Action

Instigate simple

actions

Multi-

Channel

Send messages

through

patientsrsquo

preferred

channels to

ensure

adherence

Accessible

Single

Channel

Communicate

via one method

Ongoing

Contact

Sustain

ongoing regular

communication

to reinforce

message

Frequent

One-and-

Done

Conscribe

campaign

timing to

strategic plan

Patient

Driven

Base

communication

on both

strategic goals

and patientrsquos

individual needs

Responsive

Institution

Driven

Ground

campaigns on

strategic plan

goals







(CRM) systems







communication












Coordinated

Efficient




Segmentation

Persuasive







Customization






Frequent

Timing


































inactivity





and pay for service

Volume Payer-Mix

Targeting





Mail Campaigns

Time campaign based

on service line

provider needs

Institution-Driven

Outreach Schedule

Refine segmentation






coverage






sender and channel







and in response to

specific behaviors

Patient Centered


Yesterday

Today
















Parameters

I


Modality

II


Opportunities

III




Risk Patients






Author






Care Pathways


Clinical Indicators







Section 1















will segment by




preventive care



associated costs



and health



Optimize financial


based contracting




utilization



care and wellness


management





patients)





high risk


promote appropriate



quality metrics



appropriate

Ob

jecti

ve

Targ

et



































Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons



ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas


2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom







(CRM) systems







communication












Coordinated

Efficient




Segmentation

Persuasive







Customization






Frequent

Timing


































inactivity





and pay for service

Volume Payer-Mix

Targeting





Mail Campaigns

Time campaign based

on service line

provider needs

Institution-Driven

Outreach Schedule

Refine segmentation






coverage






sender and channel







and in response to

specific behaviors

Patient Centered


Yesterday

Today
















Parameters

I


Modality

II


Opportunities

III




Risk Patients






Author






Care Pathways


Clinical Indicators







Section 1















will segment by




preventive care



associated costs



and health



Optimize financial


based contracting




utilization



care and wellness


management





patients)





high risk


promote appropriate



quality metrics



appropriate

Ob

jecti

ve

Targ

et



































Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons



ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas


2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom

































inactivity





and pay for service

Volume Payer-Mix

Targeting





Mail Campaigns

Time campaign based

on service line

provider needs

Institution-Driven

Outreach Schedule

Refine segmentation






coverage






sender and channel







and in response to

specific behaviors

Patient Centered


Yesterday

Today
















Parameters

I


Modality

II


Opportunities

III




Risk Patients






Author






Care Pathways


Clinical Indicators







Section 1















will segment by




preventive care



associated costs



and health



Optimize financial


based contracting




utilization



care and wellness


management





patients)





high risk


promote appropriate



quality metrics



appropriate

Ob

jecti

ve

Targ

et



































Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons



ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas


2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom















Parameters

I


Modality

II


Opportunities

III




Risk Patients






Author






Care Pathways


Clinical Indicators







Section 1















will segment by




preventive care



associated costs



and health



Optimize financial


based contracting




utilization



care and wellness


management





patients)





high risk


promote appropriate



quality metrics



appropriate

Ob

jecti

ve

Targ

et



































Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons



ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas


2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom






Section 1















will segment by




preventive care



associated costs



and health



Optimize financial


based contracting




utilization



care and wellness


management





patients)





high risk


promote appropriate



quality metrics



appropriate

Ob

jecti

ve

Targ

et



































Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons



ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas


2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom















will segment by




preventive care



associated costs



and health



Optimize financial


based contracting




utilization



care and wellness


management





patients)





high risk


promote appropriate



quality metrics



appropriate

Ob

jecti

ve

Targ

et



































Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons



ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas


2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom


































Immunization

reminders

Appointment

follow-up

scheduling

Prescription

management

Appointment

reminders

Chronic disease

classes

Relevant health

articles

preventive

screenings

Wellness tips

recipes

and lessons



ACO Patient Name

Salado Juan

Salaman Kristin

Salander Lisbeth

Sales Michael

Sageser Thomas


2

1 Identify patients

in an ACO

Prioritize ACO

patients for care

management

messaging




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom




































Demographic

Targeting





Geographic

Targeting




mammograms and

immunizations





























5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom















5 of a patient pool























Low-Risk Patients

60-80 of patients


are easily managed


15-35 of patients


of escalation

High-Risk

Patients

5 of patients

usually with

complex disease(s)

comorbidities



Goals for High-Risk







management




high-risk



enrollment

Goals for Low-Risk





do need care




rising-risk patient

population becomes

high-risk each year










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom










risk population







health management1














category







2003


Health System


Nashville Tennessee




escalation




quality metrics





disease states







prevention programs



Maps Pre-disease

Pathway Using


bull Breast cancer

bull Colon cancer

bull Pneumonia

bull Heart disease

bull Heart failure

bull Wellness and

screenings

bull Asthma

bull Hypertension

bull Diabetes

bull Lower back

pain

bull Arthritis

bull ED redirects

bull COPD


1

2

3











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom











































household health





health system





Adjust

Accordingly

Foster

Relationship

CRM sets oldest

female in the

household as the

default target

Target is updated


presence of

different health

manager

Vanguard builds

relationship with

health manager to

help manager

make sound health

decisions

Target Oldest

Female







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom







Section 2



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom



Generate Stronger

Response Rate

24


















appeal










channel preferences









Jane Yepez


rdquo

Em

ail

Pri

nt

Ma

il

Ph

on

e

Te

xt

So

cia

l

Me

dia

79

54

23 21 18


Channels


for personalized

than static

campaigns

15x-5x



Hospital

Administrators

Health

Systems

General

Practitioner

40

29

89


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom


























movers













Results from Aceso


Movers Campaign

481 Return on

investment

for campaign

5377 System visits

credited to

campaign

Aceso Health System

100 Deity Drive

Northeast US

P Sherman

42 Wallaby Way

Sydney NH



1) Pseudonym











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom











rates










with fewer details






campaign













Personality

bull Introvert

bull Extrovert

bull Analytical

bull Creative

Lifestyle





Values

bull Family friends






Results of

Campaign Using

Psychographic

Tailoring


over identical

generic campaign

700 Additional

patients than

generic campaign






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom






the communication



























Cleveland Ohio





on campaign



Arizona




their mailing













media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom








media











instantly

















Reminders

From Dr Lahiri



Dr Lahiri

Thursday 200 pm

Dr Castellano

Time to schedule a

mammogram

Have you gotten 30

mins of exercise






bull Click-to-call



IU Health Goshen
















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom















across channels
















who fail to respond



Patient modality




2




3

CRM gauges

patient response

to communication

4





CRM automatically



6



















channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom













channel















function with CRM












Data Source for


bull Diagnoses

bull Lab Results

Channel for

bull Updates to

personalized

content

Patient Portal CRM

Patient

Patient Access to

bull Lab results

bull Billing


bull Health library

CRM Captures



system


information

Customized

bull Banners

bull Call outs


bull Reminders

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom

















































CRM matches user to



database



the cookie
























channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom





















channel


Psychographic

Variables

Modality

Preference

Demographic

Data







Targeted

Patient

20-40

yrs old

40-60

yrs old

60+

yrs old


Caucasian

Childless Children

Hispanic Black

Feel-good

tone Fear tactic

Graphics

heavy

Data

heavy







Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom






Section 3






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom






















indicators






engagement



Behavioral

Clinical Care

Pathways

Reactivation







area


their physician


bull Hypertension


bull Heart failure

bull Pregnancy


bull Cardiology




reminder





Medicare


program






rdquo






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom






patient behavior





























2) Urgent care


Delta Health Care

District






bull CRM identifies




care sites









Care Program



























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom























the time tracking















Appointment Date






specific condition







3

2

1










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom










































disengaged patients





Patientrsquos A1C

level stable

Patientrsquos A1C

level spikes























Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom





















Timing




care pathways

Emerging Set

of Variables


bull Patient name

No CRM


bull Patient name


bull Patient name

Targeting



service


Tailoring



letter etc)

Traditional Set

of Variables

Targeting





Tailoring




bull Sender


preference




P 2022665600 I F 2022665700 advisorycom



P 2022665600 I F 2022665700 advisorycom

Finding New Value in CRM

Documents

Transcript of Finding New Value in CRM