The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. 2016 Society for Healthcare Strategy & Market Development

Woman Up: Marketing Campaign with Population Health Benefits

Phyllis B. Marino, University Hospitals, ClevelandKathleen Stroh, Philips Healthcare

Three Key Take-Aways

1. Be able to conduct secondary research to develop meaningful messages.

2. Gain insight into why women dont seek mammograms and how to influence their decisions.

3. Understand how to optimize the intersection of marketing in the volume-based world and the future population health-based world.

2

Organizational Background

University Hospitals

18-hospital system in Cleveland $4B in revenues

UH Seidman Cancer Center: Ohios first freestanding cancer hospital

120 beds; multiple hospital locations - some within system and some non-system

More than 100 cancer specialists

3

Began with an Integrated Strategy

System-wide marketing/operations group agreed to unified marketing plan for Seidman and all radiology satellites Breast cancer common diagnosis: Affects 1 in 8 women.

75% of women who are diagnosed with breast cancer do not have a family history of breast cancer

Important step for the organization

Overall goal: Increase perception of Seidman Cancer Center as the leader in

cancer care Increase number of screening mammograms in northeast

Ohio

4

Immediate Challenges

Needed to address October breast cancer awareness campaign

Analyze target audience to gain deep understanding of their behaviors

Understand why past campaigns could not be measured for success

Develop appealing messaging

5

Target Audience Analysis Alters Plan

Reviewed our patients who had mammograms within past 12 months 295,732 UH female patients eligible for a mammogram

had an encounter within 36 months 40+ age

Only 35,708* were compliant with guidelines 88% non-compliance

ACS national 2-year average non-compliance rate is 33%

We had a big screening problem and needed a deep dive analysis

Top priority was activating current 40+ patient base to schedule

* We are unable to ascertain whether or not these patients had a mammogram with a competitor.

6

Cause of Low Compliance: Bridging the Gap to Population Health

UH physicians were referring patients to mammography but women were not following up

Orders in the system were not being called to schedule mammogram

Lifestyle of women caregivers

What began as a simple volume-building marketing concept became an issue of population health (volume to value)

Barriers foundnow what?

7

How We Did It

Consulted our Department of Market Research and Decision Support:

Requested them to conduct primary research into reasons for non-compliance

Redirected us to secondary research

Research conducted:

Reviewed secondary research in Pub Med, Applied Science, and any other source we could access related to breast screening/breast awareness topics

8

Value of Secondary Research

In many cases this information is free and readily available Most academic medical centers have a clinical subscription that

any employee can access (check with your strategy teams)

Easy search of terms

Other people have already spent time and money covering topics of interest

Saved thousands of dollars in primary research expense

Many issues in healthcare are not new or unusual and hundreds of studies have been conducted on patients, behaviors and results

We became advocates on secondary research before all marketing initiatives

9

Research Outcomes

Found 60 articles on breast cancer screening and mammography

Reviewed the articles

Compiled list of 14 barriers

Categorized barriers into 3 groups

10

Barriers Against Mammography

Women neglect mammography screening due to:

Lack of knowledge cancer risk factors or benefits of screening Fear fear of finding cancer as well as fear of pain Loss of control the extent to which individuals believe that they

can control their health

We focused the primary drivers relating to fear and locus of control Women fear knowing, as it can bring potentially worrisome

implications The solution was to provide messages that overcome mental

barriers to action

11

Communication Goals

Motivate: Low to moderate levels of worry facilitate mammography

attendance, but high levels inhibit it

Overcome fear: Women must be concerned enough to want a screening but not

paralyzed by fear

Empower: Having a mammogram allows ability to gain greater control over

future health

Overall objective: help women overcome their mental barriers to action - Women fear knowing

12

Marketing Concepts Tested Through Intercepts

Excuses campaign: Inspired women to learn more about their own breast health Sharable with friends Communicated control over health Thats me Negative: not attention grabbing

Woman Up campaign: Empowering Sharable with friends Concise message Negative: potentially sexist

13

Woman Up Concept Selected

Tested 2 concepts with approximately 200 intercept interviews

Slightly edgy for a conservative organization but backed up by the research

Extensive internal socialization of concept occurred

14

Target Audiences

Key target audiences:

Women

Physicians Important to understand new guidelines and the UH POV

Employees Also needed to support POV and get mammograms

themselves

15

Campaign elements Multi-channel comprehensive campaign:

TV Print Radio Billboards Heavy digital banner, web site, virtual tours, videos Extensive use of social media Elevator wraps Practice kits/office luncheons

High Impact Events Cleveland Browns Game Komen Race for the Cure Making Strides Against Breast Cancer Playhouse Square Broadway Series FOX 8 broadcast

16

Multi-Channel Campaign

17

Outdoor

18

Digital

19

Print

20

TV

21

https://www.youtube.com/watch?v=aAcNVV58HQU&feature=youtu.behttps://www.youtube.com/watch?v=aAcNVV58HQU&feature=youtu.be

Radio

22

https://www.youtube.com/watch?v=aAcNVV58HQU&feature=youtu.behttps://www.youtube.com/watch?v=aAcNVV58HQU&feature=youtu.be

Excludes: Avon, Elyria, Fairlawn, Parma, Portage, Southwest and St. John

23

0

1,050

2,100

3,150

4,200

5,250

September October November December

Absolute Volumes Increased

Year 2012 Year 2013

24

Chart1

258829473260

350738004196

334134333399

317836183887

Year 2012

Year 2013

Year 2014

Absolute Volumes Increased

Sheet1

SeptemberOctoberNovemberDecember

Year 20122588350733413178

Year 20132947380034333618

Year 20143260419633993887

Results Increased Across All LocationsLocation October Average

905 747

713 556

482 296

363 298

332 239

330 269

309 238

243 180

218 180

197 128

156 79

155 108

100 75

94 68

86 63

4,683

Location Jan Dec 2014

8,968

6,667

3,581

3,547

3,229

2,871

2,312

2,156

2,156

1,532

1,295

943

902

814

757

Total patients 41,730

Top three locations conduct 46% of the business.

In Oct 2014, Case increased 38% from their monthly average.

25

Unique Visitors to Website

2,963 3,127 2,715 3,0712,084

16,616

3,582 3,278

0

4,500

9,000

13,500

18,000

September October November December

Year 2013* Year 2014**

*UHSeidman.org

** UHSeidman.org/WomanUp

26

Results

3.3% increase of UH Seidman Cancer Center consumer awareness.

4.4% East side

2.0% West side

Source: 2015 UH Consumer Study

27

Population Health

We stumbled upon it; you can plan for it

Value-based care demands reported outcomes, lower costs and prevention

A retrospective lesson: using recommended screenings as a focal point has positive revenue implications across volume and value Mammography Colonoscopy Lung cancer screening Calcium scoring

28

Three Key Take-Aways

1. Secondary research is a low-cost, practical methodology to understand behaviors and develop appropriate messages

2. Screening procedures provide a good crossover between volume-based marketing and population health-based marketing

3. Many women dont seek mammograms because the fear the results; helping them feel empowered about their health is beneficial

29

The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. 2016 Society for Healthcare Strategy & Market Development

Questions?

Phyllis B. Marino Phyllis.Marino@UHhospitals.org

Kathleen Stroh Kathleen.Stroh@Philips.com

mailto:Phyllis.Marino@UHhospitals.org?subject=mailto:kathleen.Stroh@Philips.com?subject=

Woman Up: Marketing Campaign with Population Health BenefitsThree Key Take-AwaysOrganizational BackgroundBegan with an Integrated StrategyImmediate Challenges Target Audience Analysis Alters PlanCause of Low Compliance: Bridging the Gap to Population HealthHow We Did ItValue of Secondary ResearchResearch Outcomes Barriers Against MammographyCommunication Goals Marketing Concepts Tested Through InterceptsWoman Up Concept SelectedTarget AudiencesCampaign elementsMulti-Channel Campaign Outdoor Digital Print TV Radio Slide Number 23Slide Number 24Results Increased Across All LocationsSlide Number 26Results Population HealthThree Key Take-AwaysQuestions?