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Building Long-Term Relationships with Members
 

Building Long-Term Relationships with Members

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  • ©2006 Marketo, Inc. CONFIDENTIAL
  • Guiding you through the Webinar to day will be myself – my name is Your Name Here, I work as a Senior Solutions Consultant with Marketo. I am excited to join this webinar today more from a marketing POV. Prior to joining Marketo I worked as a marketing director for 10 years and also spent 5 years on the agency side of the table helping organizations that included higher education institutions with marketing strategy and programming mostly in a digital marketing and social strategy capacity. <br /> <br /> So today I will be sharing with you a real life example that I worked on with a Higher Ed institution on the agency side of things, that I think illustrates really well many of the key benefits that Marketo can bring to your marketing teams and programs. <br /> <br /> We also have with us today the fabulous Your Other Name Here. Your Other Name Here is a Principal Solutions Consultant with Marketo. She is also product expert and will be walking us through much of the presentation and will be hosting the product demonstration. <br /> <br />
  • A few MINOR house keeping matters to address before we jump in – We know this will be a VERY EXCITING presentation that will provoke many, many questions, so do please keep your questions to the end and we will certainly keep 10-15 minutes to address as many questions as we can. We will do that via the chat window found in your GTM control panel. <br /> <br /> With that - let’s jump right in. <br /> <br />
  • So just to start us off here – we like to cover the question of WHY? <br /> <br /> Why is Marketo the perfect choice for a Marketing Automation System? Great Question. <br /> <br /> To keep this clean and simple – we have three key reasons. <br /> <br /> There are many more reasons that we will uncover as we get through this presentation but let’s start with the TOP 3. <br /> <br /> #1 – Imagine as we move from batch and blast – we have to ask our selves – how effective are our email initiatives without personalization? How effective are we with engagement? How can we make our offline efforts personalized and turn them into ongoing engaging experiences that render interaction and two way engagements that we can track, measure and optimize? <br /> <br /> #2 – Imagine that you could automate MANY of the processes that are manual today. Bring much of your efforts in house and do more with less, while utilizing outside resources for building effective strategies that yield measurable results. <br /> <br /> And finally - #3 – Working from ONE PLATFORM to create, deploy and track all of your marketing programs, including cost-effectiveness, multi touch attribution, complete campaign management and more. <br /> <br /> We are going to explore the how to do all of this a little more as we move ahead in the presentation, but first we would like to walk you through that real life example we talked about earlier.
  • Right content to the right buyer at the right time!
  • As mentioned, I spent 10 years of my career as a marketer and 5 years working with marketing agencies before joining the team at Marketo. I was lucky enough to work with a few higher education institutions on campaign strategy and programming. I will keep the name of the Payer anonymous, as I did not ask permission to use their name, but the reason this is so relevant to today’s presentation is that while working on this campaign initiative, I now know that if I had access to a system like Marketo, what we could have achieved that was far above and beyond what we were able to accomplish. <br /> <br /> The campaign was a success, but looking back, I know we could have far exceeded our objectives. <br /> <br /> So let me set the stage a little here: The project was to create a campaign that tapped into the past, current and future connections with the university. It was named the Discover your Connection campaign <br /> <br /> THE CONCEPT WAS TO: 1-4 <br />
  • We also had some tactical objectives associated with this iniative <br /> <br /> 1-3
  • So just to start us off here – we like to cover the question of WHY? <br /> <br /> Why is Marketo the perfect choice for a Marketing Automation System? Great Question. <br /> <br /> To keep this clean and simple – we have three key reasons. <br /> <br /> There are many more reasons that we will uncover as we get through this presentation but let’s start with the TOP 3. <br /> <br /> #1 – Imagine as we move from batch and blast – we have to ask our selves – how effective are our email initiatives without personalization? How effective are we with engagement? How can we make our offline efforts personalized and turn them into ongoing engaging experiences that render interaction and two way engagements that we can track, measure and optimize? <br /> <br /> #2 – Imagine that you could automate MANY of the processes that are manual today. Bring much of your efforts in house and do more with less, while utilizing outside resources for building effective strategies that yield measurable results. <br /> <br /> And finally - #3 – Working from ONE PLATFORM to create, deploy and track all of your marketing programs, including cost-effectiveness, multi touch attribution, complete campaign management and more. <br /> <br /> We are going to explore the how to do all of this a little more as we move ahead in the presentation, but first we would like to walk you through that real life example we talked about earlier.
  • Based on Marketo’s benchmark across over 400 respondents, companies fall into 1 of these 4 maturity categories. <br /> What does it take to get from good to great?

Building Long-Term Relationships with Members Building Long-Term Relationships with Members Presentation Transcript

  • #RevEngine Building Long-Term Relationships with Members May 27, 2014 Proprietary & Confidential
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Who we are Aubrey Wing Sr. Solutions Consultant Management consulting background and a former Marketo customer Experience with many of the Marketo Healthcare Payer and Providers aubrey@marketo.com
  • #RevEngine
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Challenge 1: Responding to a Changing Marketplace
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Challenge 2: Minimize Cost and Maximize Efficiencies
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Challenge 3: Leveraging IT for a Competitive Advantage
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Strategic Initiatives for Healthcare Payers • Enhance Marketing Efficiency • Increase Number of Qualified Applicants (Organic, Exchanges, Brokers, etc.) • Engage Audience Early (Brand -> Advisor -> Solutions) • Reduce Attrition • Enable Multi Channel Marketing • Ease of use, quick time to value is critical
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential How Marketo Helps Personalize your Marketing: Marketo enables marketers to personalize messaging across channels and across assets, in order to route relevant activity to the right person or groups for your organization. 1 Do More with Less: Marketo’s easy-to-use platform enables marketers to engage with prospective members, brokers and employers by automating engagement across digital channels 2 Truly integrated marketing: Email, web, mobile & social marketing in an integrated platform, powered by a single, unified contact database 3
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential What: Marketo Manages Your Entire Marketing Mix SEO EMAILDIRECT MAIL MARKETING Contact Center OFFLINE EVENTS (Health Fairs, Community Outreach) ONLINE EVENTS PPC SOCIAL MEDIA
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Who: Buyer Profile – Prospective Members Daniel Chris Julia Nicholas Student Never Had Insurance Self-Employed Currently Group Insured • Currently enrolled in Community College • No healthcare coverage • Highly social • Facebook and Twitter daily • Texting machine • Works a steady job • Employer does not offer insurance • Never purchased health insurance before • Tech savvy • Self-employed as a consultant • Buying health insurance through a business association • Values convenience and flexibility • Participates in employer- sponsored group coverage • Moderately savvy with insurance • Interested in personal impact of ACA
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Current state with many Healthcare Payers Landing Pages Can be confusing or intimidating Email blasts Over a 100 per potential member
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Why & What: Match the Buying Cycle Discovery (basic) Program of Interest Consideration Applicant Offer Confirmed Paid Registered + Interesting Moments Early Stage Mid Stage Late Stage
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Why & What: The Power of Personalized Nurturing Send Email ‘How Insurance Works’ Send Email ‘Saving on Healthcare’ Send Email ‘What is ACA’ YouTube Invite Wait 1 week •Clicks links +1 •Views video +5 •Clicks link +1 •Registers+5, int. •Views video +10, follow- up phone call Wait 1 week •Clicks links +1 •Views video +5
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Marketing Program for Healthcare Payers The Concept Develop individual connections with your organization (Knows->Understands->Cares For) 2 Expose the vast network of past, current and future connections to human stories that were relatable3 Uncover unconventional connections with stories creating a richer culture and a better documented history 4 Source known/unknown brand advocates with a How Upcoming Changes Affect You campaign program.1
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Marketing Program for Healthcare Payers Tactical Campaign Objectives 1 All assets were used to increase overall traffic to web properties and ultimately convert visitors to engage and interact with and on behalf of your organization 2 Build up your organization’s email list and increase social media outreach methods 3 Engage with communities to help build an overall stronger advocacy and support for your organization
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Two Marketing Objectives Create Demand Measure results Strategic Build & Grow the Demand Waterfall 1 Tactical Measure the results of Marketing Investment 2
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Simple Automation Scenario Changes Associated Fields in SFDC 1 Prospective Member visits Landing Page. Marketo Captures Visit Info. 2 3 4 5 Assigns Prospect to appropriate Marketo Touch Campaign. Scores Prospect based on interest and response. Scores Prospect. & automatically alerts Agent to reach out Assigns Prospect to appropriate Agent
  • #RevEngine
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Success Snapshot – Large Healthcare Payer Large Healthcare Payer entering a state- wide heath insurance marketplace created as a result of Affordable Care Act  Currently using Marketo to manage marketing automation for Direct to Consumer  Drives more qualified and educated leads to in-house brokers  Ensures continuous engagement of leads no ready to buy (used to get dropped by in-house brokers)  Re-shaped the perception of Marketing from a cost center to a revenue center
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Why Marketo? Personalize your Marketing: Marketo enables marketers to personalize messaging across channels and across assets, in order to route relevant activity to the right person or groups for your organization. 1 Do More with Less: Marketo’s easy-to-use platform enables marketers to engage with prospective members, brokers and employers by automating engagement across digital channels 2 Truly integrated marketing: Email, web, mobile & social marketing in an integrated platform, powered by a single, unified contact database 3
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Marketing Before & After Email Landing Page Lead Management Web Behaviour Analytics AFTERBEFORE Manual, batch & blast Automated, fire & forget Days, design & deploy Minutes, templated & tracked No scoring, all Leads equal Automated assignments, all Leads prioritized Generic & slow, no real visibility Lead specific, immediate, actionable Cost focused Revenue focused
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Next Step: Marketing Maturity Getting from Good to Great Revenue Performance Management Integrated Pipeline Demand Generation Traditional Marketing Sophisticated lead management across the revenue cycleSophisticated segmentation Lead nurturing and scoring Integrated marketing and sales processes ROI and revenue impact measurement Manual campaigns Sales & marketing silos Operationalmetrics Low targeting Immature alignment Basic lead management Single revenue team (marketing & sales) Coordinated, optimized,multi- channel campaigns Limitedmeasurement 3rd-Party Integration Disciplined multi-touch ROI measurement *Marketo Benchmark Survey, May 2012 (n = 400)
  • Engaging the Consumer
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. 24TIME OF EXPLOSIVE CHANGE!
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. 25 2000-2009 UNCONTROLLED SPENDING WITH LOW QUALITY Yet many other countries have better quality!
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. 26WORLDWIDE HEALTHCARE MARKETS ARE CHANGING Private Insurance Public Insurance
  • SHIFTING MARKET FOCUS Our clients indicate: ► Desired growth in share of individual market ► Desired growth in share of Medicaid in existing markets, enter new markets ► Desire to increase National business (including TPA), but hard to accomplish outside of largest payers ► Desire to enter the Duals segment ► Expected Small Group migration to either self-insured or Marketplace 27
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. 28DRIVING FACTORS: REGULATORY FACTORS Law Value Health Insurance Portability and Accountability Act (HIPAA, 1996) • Administrative Simplification (e.g. EDI) • Privacy and Security • ICD-10 conversion American Recovery and Reinvestment Act (ARRA, 2009) • Electronic Medical Record (EMR) adoption • Health Information Exchanges (HIE) Patient Protection and Affordable Care Act (PPACA, 2010) • Individual Products • Health Insurance Exchanges - Marketplace • Increased insured population • Accountable Care Organizations (ACO) • Bundled Payments • Acquisitions (medical groups, payers)
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. 29HEALTHCARE TRENDS Public exchanges started • Only 14 states and District of Columbia are running exchanges • At least 22 states are expanding Medicaid Private health exchanges are accelerating • 18 large employers will be on the Aon Hewitt Corporate Health Exchange • Wallgreens will provide 120,000 employees fixed dollar amounts to purchase their own plans on such exchanges Big Data & Electronic Connections to Consumer are Key • Clinical and claims repository for patients across the continuum of care • Identification of patients who may have conditions not under control is key to success in risk-based, population health • Keep low-risk patients “connected” to a health system through patient portals is critical to keeping them healthy and loyal
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. 30ALL PAYMENTS WILL BE VALUE-BASED Improve the Health of Populations Lower the per- capita cost of care Improve the Experience of Care HEDIS CAHPS STARS Bundled Payments RAPS 3 Rs
  • HEALTHCARE MARKETING OPPORTUNITIES Brand Awareness Purchasing & Retention Influence Behavior Toward Wellness Healthcare Marketing Must Evolve! 31
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. 32CARE MANAGEMENT CONTINUUM Transformational Care & Self Management Utilization Review Case Management Population Health & Disease Management Health & Wellness Management Program Purpose Educate Clinical Data Analytics & Information Management Control Coordinate Prevent
  • …WITHIN THE PAYER VALUE CHAIN Opportunity for Marketing are Endless! Develop & Sell Products Manage Customers & Benefits Manage Providers Manage Member Care Manage Claims Administer Accounts 33
  • …WITHIN THE PROVIDER VALUE CHAIN Conduct Research Provide Medical Education Manage Insurance & Govt. Contracts Provide Health Care Services Provide Health Management Administer Practice 34
  • #RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential Next Step – Your Marketing Assessment  Assess what you are doing today and where you are on the maturity curve  Understand how to leverage what you have today  How to maximize your marketing spend on what is working Contact: Aubrey Wing Jim Slubowski aubrey@marketo.com Jim.Slubowski@HighPoint-Solutions.com
  • #RevEngine
  • Engaging the Consumer
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. 38TIME OF EXPLOSIVE CHANGE!
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. 39 2000-2009 UNCONTROLLED SPENDING WITH LOW QUALITY Yet many other countries have better quality!
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. 40WORLDWIDE HEALTHCARE MARKETS ARE CHANGING Private Insurance Public Insurance
  • SHIFTING MARKET FOCUS Our clients indicate: ► Desired growth in share of individual market ► Desired growth in share of Medicaid in existing markets, enter new markets ► Desire to increase National business (including TPA), but hard to accomplish outside of largest payers ► Desire to enter the Duals segment ► Expected Small Group migration to either self-insured or Marketplace 41
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. 42DRIVING FACTORS: REGULATORY FACTORS Law Value Health Insurance Portability and Accountability Act (HIPAA, 1996) • Administrative Simplification (e.g. EDI) • Privacy and Security • ICD-10 conversion American Recovery and Reinvestment Act (ARRA, 2009) • Electronic Medical Record (EMR) adoption • Health Information Exchanges (HIE) Patient Protection and Affordable Care Act (PPACA, 2010) • Individual Products • Health Insurance Exchanges - Marketplace • Increased insured population • Accountable Care Organizations (ACO) • Bundled Payments • Acquisitions (medical groups, payers)
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. 43HEALTHCARE TRENDS Public exchanges started • Only 14 states and District of Columbia are running exchanges • At least 22 states are expanding Medicaid Private health exchanges are accelerating • 18 large employers will be on the Aon Hewitt Corporate Health Exchange • Wallgreens will provide 120,000 employees fixed dollar amounts to purchase their own plans on such exchanges Big Data & Electronic Connections to Consumer are Key • Clinical and claims repository for patients across the continuum of care • Identification of patients who may have conditions not under control is key to success in risk-based, population health • Keep low-risk patients “connected” to a health system through patient portals is critical to keeping them healthy and loyal
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. 44ALL PAYMENTS WILL BE VALUE-BASED Improve the Health of Populations Lower the per- capita cost of care Improve the Experience of Care HEDIS CAHPS STARS Bundled Payments RAPS 3 Rs
  • HEALTHCARE MARKETING OPPORTUNITIES Brand Awareness Purchasing & Retention Influence Behavior Toward Wellness Healthcare Marketing Must Evolve! 45
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. 46CARE MANAGEMENT CONTINUUM Transformational Care & Self Management Utilization Review Case Management Population Health & Disease Management Health & Wellness Management Program Purpose Educate Clinical Data Analytics & Information Management Control Coordinate Prevent
  • …WITHIN THE PAYER VALUE CHAIN Opportunity for Marketing are Endless! Develop & Sell Products Manage Customers & Benefits Manage Providers Manage Member Care Manage Claims Administer Accounts 47
  • …WITHIN THE PROVIDER VALUE CHAIN Conduct Research Provide Medical Education Manage Insurance & Govt. Contracts Provide Health Care Services Provide Health Management Administer Practice 48
  • Copyright ©HighPoint Solutions, LLC. All Rights Reserved. Unauthorized Distribution or Duplication Prohibited. QUESTIONS? 49 Get ready. Here are the answers you’re looking for.
  • #RevEngine Thank You!