"Healthcare Data for Healthy CRM & PRM" TrendLab Webinar
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Transcript of "Healthcare Data for Healthy CRM & PRM" TrendLab Webinar
Welcome
Today’s presentation is brought to you by BlueSpire Strategic Marketing.
Agenda Tides of change in marketing Patient-centric marketing
One-to-one marketing using the health engagement cycle Track touch points that lead to new patients
Demonstrate ROI in real-time Net revenue per patient Return on marketing spend (ROMS)
Marketing as a Revenue Generating Department
Key Challenges
Increased accountability for return on marketing spend (ROMS) Automated measurement capabilities Market segmentation for one-to-one patient-centric marketing Population health management
Convergence of Marketing and IT
“…despite all of this technology at work, the most critical element in our evolving service mix is world class creative capabilities…”
“Our role is to serve as a systems integrator for our clients…to help brands tell their stories via marketing technologies and Application Programming Interfaces (APIs)…”
Which Executive?
Marketing is Personal “By 2020, most interruptive marketing will be gone. Instead, marketing will be personalized, customized, and adapted to what I have expressed as my wishes or opt-ins—which essentially means that advertising becomes content.” By 2015, 20% of integrated delivery systems will be investing in new healthcare-targeted customer relationship management (CRM) systems.
0%
10%
20%
30%
40%
50%
60%
70%
$25M to $100M
$100M to $500M
$500M to $1B Over $1B
Share of Health Systems Who Have Deployed a Hospital Grade CRM System vs. Size of the
Hospital System
Sources •Gartner, 2012 Top Industry Predicts 2012: Industries Face intensified Consumerization and Technology Disruption • HBR.com, May 2013 http://blogs.hbr.org/2013/05/a-futurist-looks-at-the-future/ • Top line Strategy Group - Independent study of 80 US health Systems, 2013
One-to-one marketing utilizes data and emerging marketing technologies to create a highly personalized interaction with your audience(s).
Media Budget
13%
39%
48%
Changes in Traditional Media Budgets
Increasing
Decreasing
Remaining about the same 84%
2% 14%
Changes in Digital Marketing Budgets
Increasing
Decreasing
Remaining about the same
Sources • Society for Healthcare Strategy and Market Development (SHSMD) By the Numbers Study, 2010 • Top Line Strategy Group – Independent Study of 80 U.S. Health Systems, 2013
Others Are Making It Happen Example: “Flagship” health system of Catholic Health Initiatives, third largest health delivery network in the U.S. Key challenges
Lack visibility into basic conversions of digital marketing efforts No visibility into return on marketing spend (ROMS) Acquired two new hospitals that need to be integrated in 2014-2015 Incumbent agency of 20+ years is creative but lacks rigor of ROI-driven culture
Key Takeaways Implementation of call tracking across the system Consolidation of ROI tracking to BlueSpire Integration of claims data with BlueSpire ROI tracking
Example: This Pediatric Health System has one of the largest marketing departments for health systems of their size (150+ FTEs). Key challenges
Feeling pain from failed deployment of new website Need to shift marketing department from operating expense to profit center in five years or less Need to position marketing department for 4-6% year-over-year market growth and adoption of content marketing
Key Takeaways Educating/selling entire team on vision Implementation of marketing automation and predicative analytics Modern CMS integration with data warehouse for true one-to-one consumer personalization
Health System CRM 101
CR
CRM vs. CRM Analytical
Data source Patient profiles Heat maps
Lead, conversion, sale Type of service Contact tracking
CRM Systems
Data receptacle and analyzer Predictive modeling Patient value and life span Heat mapping/competitive analysis
Procedure profitability analysis Procedure ROI by patient/payor Prospective patient modeling Control group analysis Direct connection to automated response mechanisms
CRM Analytical Systems
Moving the Mark…
CRM
Know Your
Patients
Integration of Data
Sources
Tracking All Touch Points
Data Driven Strategies
Outcomes Utilizing CRM Greater response rate on marketing initiatives Demonstrated ROI through downstream revenue of procedures and encounters Predictive modeling provides targeted marketing and one-to-one patient communications Revenue growth within current patient base Improved patient experience and clinical outcomes Improved brand perception
Integrate and Connect Silos
Lead Generation/Conversion Tracking
Internal Data + Propensity Data
Our predictive models exploit patterns found in historical, third-party and patient data to determine which patients are at risk of developing certain conditions.
The model ranks the marketing universe into percentiles that have the highest propensity to respond to marketing campaigns.
Patient-centric Marketing
Health Engagement Cycle
Patient-centric Targeted Marketing
Patient-centric Message Maps
Define your content by: Target audience Decision cycle Key goals to influence
Sample Campaign
Program Objectives: Bariatrics
1. Identify/engage prospective patients, then assist them through and shorten the decision-making cycle for considering bariatric surgery.
Lead generation Educational sessions Scheduled consultations Weight loss program
Program Objectives: Bariatrics 2. Facilitate pre and post-surgical education to drive behavior change.
Completion of patient program Completion of weight loss program Email open rates, drip email campaigns Completion of calls to action
Program Objectives: Bariatrics
3. Lead patients to better health outcomes by keeping them “on track” and engaging them much like a retailer would.
Keeping weight off KPIs
Patient Engagement Cycle
Demand Generation
Demand generation honed and optimized for Bariatrics programs
Pre-surgical Engagement
Interactive patient education and online patient assessment
Mobile enabled experience from the beginning
Online chat for those with hesitations Direct connect for scheduling appointments
Post-surgical Engagement
Push notifications Reminders via SMS Micro educational content Device integration Aligned with clinical protocols
Demonstrating ROI in Real-time
Streamline Reporting Patients per service line
Profiles Cross-marketing of services Patient preferences
Claims ($) per patient/procedure, by physician Touch points of patients throughout system New patients vs. recurring patients Procedure targeting
What This Means to You CRM/PRM systems of today are a user-friendly business intelligence system Provides data to move the dial on your organization’s business goals Segments your markets to allow for one-to-one patient-centric marketing Automates measurements Ties your tactics to downstream revenue
Final Considerations Organizational goals Service line growth strategies and objectives Infrastructure and processes Staff training and expertise Who to involve
Marketing IT C-suite Patient experience teams Business development Service line VPs or directors Communications team
Questions?