Why Hospitals Need to Dump the DMCNY Billboard Mentality ...

Direct Marketing Club of New York | www.dmcny.org

vol . 8 , i ssue 3 | S eptember 2017

d i r e c t & d i g i t a l n e w sf r o m d m c n y

DMCNYMember News

To help bring our vibrant DM communitycloser, let us know what you and yourcompany are up to! Send your news [email protected]. Notices will beplaced in the newsletter and online atwww.dmcny.org/page/postingsnews.

B l u m e n f i e l dMarketing Inc.(BMI) announcedits rebranding toBMI Global-OMS, to reflect its expansionfrom fulfillment to building and hostingcustomized Order Management Systems(OMS) for continuity and subscriptionclients worldwide. In business since 1976,the company now supports clients in theUS, Australia, New Zealand and through-out Europe with systems that handleorder and payment processing, fulfill-ment, e-content subscriptions, databasemaintenance and advanced analytics, inmultiple languages and currencies. Visitwww.BMIGlobalOMS.com or contact BarryBlumenfield, [email protected].

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On October 8-10in New Orleans, theData & MarketingAssociation’s glob-al event &THEN willdebut new tools developed by over adozen companies collaborating on identi-ty and attribution issues. DMA’s IdentityCouncil will launch an interactive educa-tion portal and a vendor assessmenttoolkit to address common issues relatedto measuring and tracking consumerbehavior and interaction. Visitandthen.thedma.org.

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BY JANE WEBERBRUBAKER

Hospitals love bill-boards. Nothing says

to a health system thatits cancer center is the

“#1 in Connecticut,” or its cardiologists are“Top-Rated in New England” like a big,flashy billboard on the interstate.

But how effective are billboards at actu-ally driving patients to your cancer center,or motivating consumers to make anappointment with your top-rated doctors?What’s the ROI on a billboard?

The Wrong SkillsetsPart of the challenge is that, traditionally,

hospital marketers are PR and communica-tions experts.They are not direct marketers,and they don’t think like direct marketers.“We often don’t have the skillsets in ourworkforce that we need,” says Kathy Divis,president and co-founder of Greystone.Net,producers of the Healthcare InternetConference (HCIC). “We need people whotruly understand data and analytics.”

Biggest Challenges: Analytics,Reporting, Measurement

Even leading healthcare organizationsstruggle to master the rigors of measure-ment. A recent digital marketing surveyconducted by Geonetric categorizeshealthcare organizations as leaders, aver-

age, and laggards. “Leaders view inade-quate analytics and reporting, and theinability to measure effectiveness or ROI,among their biggest challenges, afterbudget,” says Ben Dillon, Geonetric’s chiefstrategy officer.

Leaders Making ProgressHealthcare is a highly regulated indus-

try, and marketers face special challenges:they must adhere to HIPAA guidelinessregarding protected health information(PHI). Within these parameters, leadingmarketers in health systems are makingprogress by applying classic direct market-ing principles such as:

• Compelling offers with clear calls to action• Targeting• Personalization• Testing• Measurement.

Case StudyLet’s take a look at a top organization

and see how it approaches measurement.Cleveland Clinic is the #2 hospital in the

U.S. according to U.S. News & World Report.At Cleveland Clinic, all media has to be dig-ital, mobile and measurable.

Two years ago, Cleveland Clinic wasspending about half of its marketing budg-et in print channels, and half in digitalchannels. By 2016, the split was closer to90/10, with most marketing dollars goingto digital. “Print is still something we care

Why Hospitals Need to Dump theBillboard Mentality and Adopt aDirect Marketing Mindset


Letter from Our ClubPresident

Dear DMCNY Members,

Welcome to our September issue of Postings. Autumn in New York conjures up imagesof beautiful fall foliage, crisp weather, but perhaps most importantly – gala season! Andfor DMCNY, that can only mean our Silver Apples Gala event is right around the corner.

In this issue, we highlight the “class of 2017” Silver, Corporate, and Gold Apple honorees.This is an esteemed group of lifetime marketers who have devoted their professionalefforts to this great industry. The Silver Apples Gala takes place on November 16, 2017.Tickets are limited, so please visit www.DMCNY.org and secure your table now!

Another reason to celebrate here at DMCNY was the smashing success of our inauguralSalon Series Dinner in August. As a new approach to recruiting club members, we creat-ed this invitation-only gathering of high level marketing executives, attracting attendeesfrom IBM, Viacom, Forbes, and Citibank, to name just a few, for an intensive discussionabout “agile” transformation. Buell Duncan, 2016 Silver Apple honoree, and VicePresident of Marketing at the IBM Cloud, deftly facilitated the evening’s discussion. By allaccounts, the attendees are looking forward to future events. We are grateful to BuellDuncan for his commitment, time, and the effort put into this great event. And we wel-come him, and IBM, as a brand new DMCNY member.

Speaking of membership—you’ll soon be receiving your 2018 membership renewal notifi-cation. We’ve transformed the individual membership levels to a simpler format: $140 forEnd Users, and $160 for Vendors. Corporate membership has undergone similar streamlin-ing. We invite you to peruse our newly designed website to consider all options.

As always, please keep up with DMCNY activities and join our LinkedIn Group. We hopeto see you at our Silver Apple Gala in November at the historic Edison Ballroom in NewYork City! Until then – wishing you,

Warm regards,

Paulette Oliva, DMCNY President

September 2017 | 3

OFFICERSPRESIDENTPaulette Oliva - MeritDirect914-368-1010; [email protected]

VICE PRESIDENTTimothy Kennon - McVicker & Higginbotham718-937-2940; [email protected]

TREASURERArthur Blumenfield - BMI Global-OMS203-546-5584; [email protected]

SECRETARYRay Schneeberger - Fosina Marketing Group203-546-5547; [email protected]

BOARD MEMBERSIMMEDIATE PAST PRESIDENTPam Haas - Experian Marketing Services401-272-0175; [email protected]

Barry Blumenfield - BMI Global-OMS203-546-5581; [email protected]

Samantha Braverman - Winterberry Group212-842-6800; [email protected]

Danielle Brooks - Brooks Marketing212-337-0732; [email protected]

Rob Healy - MeritDirect914-793-0045; [email protected]

Sharron Mahoney - Alliant845-617-5481; [email protected]

Karen McCarrol - Trimark Consulting Group416-698-2243; [email protected]

Keith Messer - Data Services, Inc.646-351-6351; [email protected]

Eva Perretti - Wiland845-490-2337; [email protected]

Vincent Pietrafesa - BusinessWatch Network914-774-7223; [email protected]

Rick Witsell - Alliant845-617-5453; [email protected]

Peter Zajonc - Pinpoint Targeting, LLC845-705-7316; [email protected]

DMCNY MANAGEMENTCarolyn Langermasini & Briana Kovar646-741-4771; [email protected]

ADVISORS Cheryl A. Biswurm - Turner Direct LLC201-788-5347; [email protected]

Reggie Brady - Reggie Brady Marketing Solutions203-536-1147; [email protected]

Chet Dalzell - Digital Advertising Alliance212-725-2294; [email protected]

JoAnne Dunn - Alliant845-276-2600 ext 216; [email protected]

Joseph Furgiuele - MeritDirect914-793-0045; [email protected]

Stephanie Miller - New Food Economy917-364-7532; [email protected]

Pegg Nadler - Pegg Nadler Associates, Inc.212-861-0846; [email protected]

Editor | Ruth P. Stevens 212-679-6486 • [email protected] /Sponsorship Sales | Eva Perretti 845-490-2337 • [email protected] Director | Cheryl A. Biswurm 201-788-5347 • [email protected]

Printed by McVicker & Higginbotham, Long Island City, NY • www.mcvh.com

For more information about the Direct Marketing Club of New York, membership information,event dates or registration, visit www.dmcny.org.

vo l . 8 , i ssue 3 | S eptember 2017

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Achieving Top-line Growth atthe Lowest Possible Cost

BY BARRY SIDEROFF

Does your CEO orclient exec demand

that you achieve top-linegrowth or cut marketingcosts? Chances are, she’s

looking to you to do both.These seemingly contradictory goals

can in fact be met. How? Open new directand indirect routes to market while at thesame time, you take costs out of your exist-ing channels.

Let’s begin with some basic defi-nitions.

A direct sale: An online or offline salemade directly to an end-user withoutgoing through a third-party intermediary.

An indirect sale: An online or offline salemade to an end-user through a third-partyintermediary, e.g., an affiliate, wholesaler,retailer, broker or other business partner.

A channel: A route-to-market, eitherdirect or indirect, used to promote, sell andsometimes deliver your product or service.A channel is not a specific medium or tac-tic, e.g., traditional, digital and social, email,direct mail or others we use to generatedemand and sales.

Within this context, you canbegin meeting your marketingand sales challenges as follows:

To begin with, chart true omni-channelgo-to-market strategies.� Open direct to end-user (DTEU) sales

channels to consumer and/or profes-sional buyers if your business is built onindirect sales through intermediaries.

� Open indirect sales channels throughintermediaries if your business is builton DTEU sales.

� Before you do either, identify potentialchannel conflicts and ways to managethem.

Then, make sure that each channel addsvalue.� Optimize your inside (teleweb) and

outside (face-to-face) account cover-age, marketing and sales teams using a

hybrid approach.� Assess your current channel members

to ensure that their service outputs,e.g., bulk-breaking; spatial conven-ience; waiting and delivery time;assortment and variety; customerservice; and information sharing, arenon-duplicative.

� Minimize your channel “stacks”by shiftingservice outputs to take costs out of chan-nels and identify new channel membersthat might fill gaps in coverage.

After that, extend the life of productsand services, and identify new buying seg-ments.� Assess your current product and serv-

ice offerings and where they are intheir life cycles to determine how theirlives might be extended.

� Assess your end-user segments cur-rently covered to determine if thereare untapped segments that can bereached, either directly or indirectly.

� Determine when, where and how cur-rent and potential new target seg-ments buy.

Finally, bridging strategy to execution towin, grow and retain your best customers.� Refine the role of company (direct)

and business partner (indirect) mar-keting and sales teams.

� Plan and create omni-channel demandand sales generation programs.

� Execute, analyze and then optimizethose programs.

Here are a few strategic principlesto guide you:� Digital transformation, social connec-

tivity, mobility and data analytics driveeverything.

� Success is attained when end-user

about, but we are working on adaptingprint to a digital environment, and measur-ing it,” said Brian Gresh, executive director,multi-channel marketing.

Scott Mowery is director of digital serv-ices at Cleveland Clinic. He was recruitedfrom American Greetings Interactive in2007. “The reason I was brought to theClinic was to use analytics to track andmeasure and see if we were gettingpatients as a result of our campaigns,” saysMowery. “Our approach changed from abranding effort to really focusing on leadgeneration.”

The marketing team created customizedlanding pages and targeted patients basedon conditions such as atrial fibrillation, hippain and prostate cancer, offering treat-ment guides that patients could download.“They had to provide some information toget the download,” says Mowery,“and thenwe were able to use that data to matchback to actual patients, to be able to showthe amount of patients, as well as the con-tribution margin and the resulting ROI.”

Not WidgetsHealthcare is not selling widgets, and

the activities being measured are pointsalong the patient journey that contributeto revenue generating activities down theroad. Someone downloading a guideabout hip pain may be many months awayfrom scheduling an appointment with anorthopedist or deciding to have a total hipreplacement.

“It’s okay for the sales cycle to be a littleslower,” says Mowery. “Sometimes the bestthing is to give the information to the userand let them think about it.They may not beready to come see us at this point, but wecontinue to offer content to help them sowhen the time comes that they need to seea healthcare provider, they keep us in mind.”

Health systems today are facingunprecedented financial pressures, andevery dollar spent must be justified. In thisenvironment, a direct marketing mindsetcan go a long way toward effectively man-aging scarce budgets, stretching market-ing dollars, and proving results. �

Jane Weber Brubaker is editor of eHealthcareStrategy & Trends and a past president of DMCNY.Reach her at [email protected].

Hospital Billboards(continued from page 1)


Strategy is without value unless flawlessly

implemented.

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For 32 years, our club has honored indi-viduals and companies who have made

outstanding contributions to the growthand practice of direct, digital and data-driv-en marketing during a career spanning atleast 25 years, with the Silver Applesawards.

In 2017, we celebrate marketing byannouncing six more individuals – and onecorporation – who will receive a SilverApple honor on November 16 at the EdisonBallroom.

In addition, for the eighth time since theSilver Apples inception in 1985, DMCNYwill present a special Golden Apple to ourlongtime Executive Director Emeritus STUBOYSEN for 50 years of service. Stustepped down from the day-to-day leader-ship post of the club early this year andnow lives in Gilford NH.

The 33rd Annual Silver Apples Gala is theclub’s leading fundraiser, with moniesraised for scholarships for direct and digitalmarketing students at local colleges anduniversities.

The Silver Apple 2017 honorees include:

FRAN GREEN, President-Smart DataSolutions, ALC (Princeton NJ)

JOHN PRINCIOTTA, Senior VicePresident, PCH (Jericho NY)

EVA REDA, Executive Vice President &General Manager, Partnerships & ProductDevelopment, American Express (NewYork NY)

RANDALL ROTHENBERG, President andChief Executive Officer, IAB [InteractiveAdvertising Bureau] (New York NY)

JAY SCHWEDELSON, President andChief Executive Officer, Worldata (BocaRaton FL)

RITA SHANKEWITZ, Director ofMarketing, Bottom Line, Inc. (Stamford CT)

Corporate: BMI GLOBAL-OMS(Shelton CT)

“We come together to celebrate SilverApples honorees—precisely because ofthe special contributions each of themhave made to the practice and advance-ment of our field,” said DMCNY President

Paulette Oliva, executive vice president andfounding member of Merit Direct. “Eachalso demonstrates leadership in givingback to the community, a dynamic that cre-ates countless returns to all of us. TheSilver Apples is an opportunity to recog-nize and toast these achievements, and todo so among peers.”

The 2017 Silver Apple recipients werechosen by the Club’s past presidents. Eachhonoree has demonstrated at least 25years’ experience in the business, a com-mitment to volunteerism and leadership,and a record of vital contributions to thegrowth of the industry. Since 1985, a total

of 238 individuals and 21 companies havereceived DMCNY Silver Apples honors—with this year’s six individuals and one cor-poration joining this field in November.

The Silver Apples Gala will be held inManhattan’s Edison Ballroom, at 240 West47th Street near Times Square in New YorkCity on Thursday, November 16, 2017,from 6:00 to 10:00 p.m.ET. Ticket sales areunderway and space is limited to 30 tables.For pricing and availability contact CarolynLagermasini at [email protected] or646-741-4771. Sponsorship packagesalso are available for this event and may bearranged through Carolyn. �

DMCNY Announces 2017 Silver AppleHonorees

Member News(continued from page 1)

Stirista announces the update of its data-as-a-service solution for business mar-keters, Scout™ Version 2.0. Scout is a soft-ware plug-in that delivers access in realtime to verified, current, professional con-tact information—email, telephone andpostal data—alongside LinkedIn andTwitter profiles of customers and prospects.It is designed to helpboth sales and marketingorganizations capitalizeon the insight-rich socialmedia postings. ContactDavid Bailey, VP of sales,[email protected].

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Lisa Spira, Director ofResearch and ProductDevelopment at EthnicTechnologies, travelled toDebrecen, Hungary, inAugust to speak at theXXVI International Congress

of Onomastic Sciences (ICOS) in its newsymposium “Applied Onomastics inPractice,”about how name data can providevalue beyond academia and into marketing.

Ethnic Technologies Account ExecutiveTracy Fey also spoke at ICOS, about herresearch into the naming patterns among

Hispanics in New YorkCity, particularly as com-pared to other Hispanicpopulation centers suchas Texas, Los Angeles, andChicago. Both Ms. Spiraand Ms. Fey talked specifi-cally about the importance of data, and thetechniques they use to extract name intelli-gence and repurpose it into actionablemulticultural marketing data.

Ethnic Technologies is the leading providerof multicultural marketing software, dataenhancement, and audience segmentationtools to help companies in numerous mar-keting verticals understand and engagetheir multicultural clientele, particularly thegrowing North American Hispanic andAsian populations.

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Jim Fosina, CEO of Fosina MarketingGroup, announces expanded services tomeet the changing needs of consumers. “Asthe consumer purchase path changes in realtime, marketers must construct strategic andtactical marketing plans that understand themost fertile messaging points, to be morecost effective in driving incremental cus-tomer acquisition, sales and profits.” �

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BY JENNIFERBARRETT GLASGOW

While Congressfocuses on trying to

pass health care legisla-tion and tax reform,

issues around privacy and marketing arepretty far down the list of legislative priori-ties. It is likely to stay that way, unlessthese issues get so bogged down they arestalled or abandoned. At that pointCongress may start looking for low-hang-ing fruit so they can say they passed some-thing this year.

Of course, we really don’t know wherethe President stands on these topics.Furthermore, the House and Senate dohave hot issues they might take up. Sothere is no way to predict what kind of leg-

Legislative Update: Congress, the Statesand Our DMA In our series of articles from the 2016 Silver Apple honorees

islation might be introduced.However, as often happens when

Congress is distracted like this, the statespick up the privacy baton. At the moment,the usually troublesome states likeCalifornia, Texas and Florida are relativelyquiet. But, we have activity in Vermont witha bill that would require all data brokers(what we call list brokers) to register withthe state.

Vermont is not known for leading theway on privacy or marketing bills, but whatgets momentum in one state can quicklyget picked up in other states.

Vermont held hearings in July, and theDMA testified along with a few companies,including Acxiom. The next steps are notclear, so we will all be following develop-ments closely.

It is always deeply concerning when you

see the lack of awareness that legislatorshave about the robust self-regulation ourindustry has had for decades and theresponsible practices they promote.

The DMA will announce at &THEN, theirannual conference in New Orleans inOctober, an updated set of data-relatedguidelines for the marking industry underDMA Data Standards 2.0. They have beenworking for over a year to update the oldguidelines to address the issues our newdigital economy has introduced. Be sureto review them when they come out, andunderstand any impact they may have onyour business. �

Jennifer Barrett Glasgow, CPO Emeritus ofAcxiom,was honored with Silver Apple in 2016.Reach her at [email protected].

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BILLING, COLLECTION & PROFIT RECOVERY PROFESSIONALS

Email us at: [email protected] Call us at: 888.889.8338

www.dmcny.org | 11

You’re serving as board secretary thisyear. (Thank you!) What motivated youto become active on DMCNY?

Thank you. And, wow, this questiontakes me back! I joined the club as a mem-ber in 2003 and have always enjoyed thepeople, networking, luncheons (not tomention the Silver Apples) and mission ofthe club.The legacy of the DMCNY is amaz-ing. I ask everyone unfamiliar with theDMCNY, “Did you know the club wasfounded in 1926?” I also explain the club’smission of fostering and promoting themembers’ educational, charitable andbusiness interests, as well as being an edu-cational resource and forum of ideas. Atone point while attending an event, I vol-unteered for a temporary project. Well,here I am all these years later! The experi-ence has been both fun and rewarding.Paulette’s leadership has been outstand-ing, and building on the success and greatwork of past presidents.

Tell us the story of your career in directmarketing.

I am a grad of Iona College (go Gaels!)with a math degree. My first job was atGrolier, analyzing direct response cam-paigns. Honestly, I had no clue what thedirect marketing industry was all aboutback then, but the job was a direct correla-tion to my degree–which was exactly whatI was looking for. Along the way an oppor-tunity came along to move to the sales sideof the business, and I spent a large part ofmy career at List Services Corp. servingclients in that role. LSC taught me so muchabout direct marketing, under great lead-ership. It was a lot of hard work but sorewarding. With the tremendous growth ofthe Internet, I wanted to learn more aboutthe digital world. I had the great fortune toreconnect with a longtime colleague andclient, Jim Fosina, and started working forhim in 2012. What I learned from Jim andthe team has been amazing. Simply put,

joining Fosina Marketing was my bestcareer decision–hands down.

What’s going on at Fosina MarketingGroup these days?

We are very busy! Fosina Marketing is anintegrated digital marketing agency thatoffers a suite of services and solutions—consultative and tactical—to ensure mar-keters’ optimal performance in everyaspect of online direct to consumer andbusiness to business marketing and media,with particular expertise in the subscrip-tion model. We are all in the middle of seis-mic shifts in consumer and business pur-chase behavior. At Fosina, we are showingthe way for clients via our media, creative,technology and marketing expertise. Weunderstand how to leverage our tool kitand insights learned over time to help ourclients build a strong and profitable sub-scription strategy. Most importantly, wemove the needle.

What new developments are you seeingin the direct to consumer subscriptionmarketing business?

Explosive growth, first and foremost.Subscription is so much more today thanputting stuff in a box. We are seeing thesubscription model being adopted by bothB2B and B2C channels. Pick a vertical today:nonprofits for sustained giving; automo-tive for car subscriptions (yes, I said sub-scriptions!); prepared meal services; soft-ware as a service, OTT (Over the Top) mediastreaming; IOT (Internet of Things)—the listis endless.

The actual ownership of things is chang-ing to subscribing to them. This is not aflash in the pan or short-term craze, butrather a business model that is gainingtraction, and is on a hockey stick growthcurve. The subscription model isn’t easy,but is an opportunity for smart marketersto build new, profitable, methods of engag-ing and retaining customers.

DMCNYMember Profile

Ruth P. Stevens talks with Ray Schneeberger,of Fosina Marketing Group, who serves as ourclub’s board secretary.

How do you advise DMCNY club membersto get the most out of their membership?

Be more than just a member of the club.Volunteer, as we always need people will-ing to give back. Ask associates, friendsand colleagues to join the club. Attend,and bring associates, colleagues andclients to an event. In my opinion, you getthe most out of any experience when youare an active part of it! What is mostimportant to me is the giving back and inparticular helping students interested in acareer in marketing. �

Ruth P. Stevens, a B-to-B con-sultant and educator, is apast president of DMCNY,and is current editor ofPostings.

wants and needs are effectively andefficiently met. Value is added and sus-tainable top-line growth is achieved atthe lowest possible costs.

� Direct and indirect routes to market cancoexist when channel member serviceoutputs are non-duplicative, productand service offerings differentiated andconflicts diligently managed.

� The use of force multipliers, i.e., break-through WOW initiatives, create haloeffects beyond the channels in whichthey are initially deployed.

� While it makes good business sense todrive sales through lowest cost chan-nels, end-users ultimately decidewhen, where and how to buy. At theend of the day, no one really “owns”thecustomer.

� Demand and sales generation mediaand tactical assets, particularly con-tent, should be shared across directand indirect channels using a “buildonce, use many” model.

� Strategy is without value unless flaw-lessly implemented. That’s why effec-tive, efficient and optimized executionis essential. �

Barry Sideroff is founder of and principal atChannelDiscovery.com. Reach him [email protected].

Top-line Growth(continued from page 5)

Why Hospitals Need to Dump the DMCNY Billboard Mentality ...

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