The Affordable Care Act Challenge: Marketing Strategies For Success  - BDI 7/24/13 The Future of Healthcare Communications Summit
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Keynote Presentation: The Affordable Care Act Challenge: Marketing Strategies For Success ...

Keynote Presentation: The Affordable Care Act Challenge: Marketing Strategies For Success
Presented by: Paul Matsen, Chief Marketing & Communications Officer, Cleveland Clinic

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The Affordable Care Act Challenge: Marketing Strategies For Success - BDI 7/24/13 The Future of Healthcare Communications Summit Presentation Transcript

  • 1. The ACA Challenge Marketing Strategies for Success Paul G. Matsen July 2013
  • 2. Introductory Video
  • 3. The ACA Challenge: Environment • Slowing revenue growth • Shift to outpatient care • Purchasers demanding greater value • Cost shifting to consumers • Financial pressure and transparency
  • 4. The ACA Challenge: Environment • Shift to value-based care and ACOs • Coverage expansion • Physician alignment • Constrained resources • Rising competitive intensity Uncertainty
  • 5. Cleveland Clinic Imperatives • Patients First • Caregiver engagement • Innovate the care and business model • Financial Readiness in Challenging Times
  • 6. Strategic Direction Striving to be the world’s leader in patient experience, clinical outcomes, research and education • Referral center • Regional provider • Academic center • New models of value-based care
  • 7. Marketing Strategies for the ACA Future • Access • Alliances • Targeting: know your patients • Engagement • Brand/Patient Experience
  • 8. Access
  • 9. “We believe that every life deserves world class care today, not a month from now.” 2010 Patient Experience Summit Delos M. Cosgrove, MD Cleveland Clinic CEO and President
  • 10. Value Proposition • Cleveland Clinic delivers superior total patient experience in the form of outstanding clinical outcomes, innovative treatments and access (including same-day appointments), all in an integrated delivery system. Cleveland Clinic provides world class care that is accessible to everyone in Northeast Ohio.
  • 11. Situation: Early 2011 • Cleveland Clinic has universal brand awareness and strong preference versus key competitors • Experiencing slight erosion in market share • Known for Clinical Excellence, but not considered approachable or accessible
  • 12. +30% Unaided Ad Awareness ResultsResults +60% Same-Day Access Awareness
  • 13. 0 250 500 750 1000 1250 2008 2009 2010 2011 2012 0 250 500 750 1000 1250 2008 2009 2010 2011 2012 Same Day Visits 4% # Thousands # Thousands 988988
  • 14. Alliances
  • 15. Alliances • Leverage our core capabilities - Clinical care - Intellectual property – innovation - Consulting and management • National reach
  • 16. • First heart surgery affiliation in 1994 • 15* affiliations across the U.S. past 18 years • Designed to improve quality of care, provide access to advanced research and technologies • Foster communication among caregivers • Provide unique market differentiator HVI Affiliate Program Overview
  • 17. 1994: EMH Regional Medical Center 1997: LakeWest Hospital 1998: Hillcrest Hospital MetroHealth Medical Center 2001: Cleveland Clinic Florida 2004: Fairview Hospital Rochester General Hospital 2006: Chester County Hospital 2007: Cape Fear Valley Medical 2010: Cadence (2 hospitals) 2011: Novant (2 hospitals) 2012: MedStar (5 hospitals) Saint Vincent 2013: Fisher Titus Medical Center Bellevue Hospital Cleveland Clinic Affiliation Growth
  • 18. Cleveland Clinic National Network
  • 19. Direct contract between large, self-funded employer and Cleveland Clinic Program for Advanced Medical Care - Overview Cleveland Clinic Contracting directly with Cleveland Clinic allows you to: Realize Efficiencies and Savings Avoid Variability in Outcomes AND Offer #1 Heart Care* to Employees *Additional services available Employer
  • 20. Current Relationships
  • 21. Current Innovation Alliance Partners
  • 22. Targeting: Know Your Patients
  • 23. Advice Givers* 43.7MM Age 45+, HHI $100,000+ 55.4 MM Source: Nielsen Media Research, Net Ratings @Plan. Affluent Advice Givers 17.1MM - 8% of adults, 12% of Internet users • Active networkers • Detail lovers • Opinion sharers The Alpha Influencer
  • 24. Why is Al Important Patients and Contribution Margin from Outside Ohio 6% 21% 0% 5% 10% 15% 20% 25% N of Patients Contribution Margin
  • 25. Why is Al Important Percent of Patients Admitted to Hospital
  • 26. Where Does Al Live CM per Patient by Region Indexed to Ohio
  • 27. Engagement
  • 28. Brand is Important to Prospective Patients Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose from 5 (extremely important) to 1 (not important at All). Percentage represents top two box responses.
  • 29. “we need to make our brand experience – its message, actions and services- TRUSTED, REMARKABLE, UNMISTAKABLE, AND ESSENTIAL”
  • 30. Patient Experience Brand Promise Clinical Excellence Innovation Wellness
  • 31. How to Engage Al Owned | Earned| Paid
  • 32. Digital Ecosystem
  • 33. Social Media Ecosystem
  • 34. Updated mobile site scheduled for April
  • 35. Cleveland Clinic Today iPad App Launched in March Daily interactive iPad source for the latest health and wellness tips to read, save, and share from the experts at Cleveland Clinic. • Updated Daily with new Health & Wellness Content • Access to Health Hub • Interactive 3D Human Body • Interactive Timeline • Request Appointments • Find a Doctor • Find Locations • Access MyChart
  • 36. Reaching Al Through Earned Media
  • 37. • State of the Clinic – Media Highlights
  • 38. Reach Al Through Paid Media
  • 39. Content Strategy | Paid Sea of Sameness
  • 40. Paid Media Digital • Leveraging owned assets (clevelandclinic.org + landing pages) in display advertising • “Reframed” concept focuses on three content areas: Innovation, Outcomes and Patient Experience with new calls-to-action
  • 41. Service Line In-Banner Search
  • 42. Brand/Patient Experience
  • 43. “Providing the highest quality patient experience is a primary goal of the Cleveland Clinic Organization.” -Delos “Toby” Cosgrove, MD
  • 44. • Safe Care • High Quality Care • Patient Satisfaction • High-Value Care Patients First ...
  • 45. Role of Leadership Institutes HospitalsOperations / Administration Executive Team Caregivers Caregivers Caregivers Caregivers Patient Experience
  • 46. Home Wellness / Fitness Center Retail Pharmacy Physician Clinics Diagnostic / Imaging Center Urgent Care Family Health & Surgery Center Community-Based Care Continuum of Care Acute Care Hospital Recovery and Rehab Care Inpatient Rehab Skilled Nursing Facility Outpatient Rehab Home Care
  • 47. Patients Choose Experience “What factors are the influence on your choice of hospitals?”
  • 48. Creating Caregivers • Firing of all Our Employees
  • 49. PatientExperience CaregiverExperience Cleveland Clinic Experience
  • 50. Cleveland Clinic Experience Training
  • 51. 0 10 20 30 40 50 60 70 2008 2009 2010 2011 Percentile 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Complaints Gallup Engagement HCAHPS Rating HCAHPS Recommend Complaints CCHS More Engaged Caregivers… More Satisfied Patients
  • 52. Closing Thoughts • Decisive Strategies • Responsiveness to Change • Trusted Brand